B5 ALTERNATIVE ADVERTISING

Project

Launch new women’s beer brand ‘Assoiffe’, this is a part of the Foster’s brand, who are second largest nation wide beer seller in the UK.

Background (Who are Fosters/Assoiffe)

Having already experienced success in the male market and with limited room for growth due to the enormity of competition, the female target market will now be targeted through a separate brand called Assoiffe.

Why Assoiffe?

Assoiffe is the French definition of thirsty, adding relevance to its association with a new refreshing beverage. The name is sophisticated whilst at the same time not intimidating, and although the majority of the target market will not know what the word means, it will be effective in the same way that many customers are not aware that Artois is a region of France.

Who is the target audience going to be?

- Women between the ages of 18-34. They should be considered as women who like to go out and have a good time.

- Do not take themselves too seriously.

- Working class women will be targeted, as by not representing the brand as a premium beer it would be harder to attract the attention of the middle class.

- The target market is easily influenced by both celebrities and popular female icons. Additionally, they are also heavily influenced by fashion and will willingly follow trends such as UGG boots. They also see themselves as trendsetters.

- They enjoy going to popular summer holiday destinations such as Zante, Ibiza and Malia with their friends. In addition to pop music festivals.

- Popular music artists such as The Saturdays and Cheryl Cole are likely to be listened to, due to the target market having quite a mainstream music taste.

- High frequency users on Social networking websites.

Why don’t some women buy beer?

- Assoiffe believe that the main reason that women do not buy beer is because they do not feel comfortable doing so because of the ‘manly stigma’ that is attached to drinking beer. Nothing masculine can be used.

Core proposition

- A large aspect of this new campaign is the new woman’s beer glass that has been developed in order to increase the number of women that drink Assoiffe beer, by moving away from the pint glass stigma of ‘manly’.

Tone of voice

- Slogans at the end of advertisements will be spoken in an enthusiastic excitable female voice (Around 25 years old). This should be consistent in all advertisements.

Purpose of campaign + objectives

- To make women feel comfortable drinking Assoiffe beer and build awareness of the unique Assoiffe beer glass and the brand. Communicate the message that drinking Assoiffe beer is both something that is normal, fun and trendy.

- Become the first major women’s beer brand within the UK.

- Gain a complete market share. Help build a brand image strong enough to ensure that barriers of entry are high if other rival firms try and introduce a brand to target the female market.

Mandatory

- Include the Assoiffe brand LOGO.

IDEA 1:

The first campaign will take place at V festival, a popular pop festival in England that attracts around two hundred thousand young people each year. Many of the people that attend are women, due to the pop aspect of the festival, which fits in perfectly with the target audience. Young people less influenced by pop music are more likely to attend festivals such as Reading & Leeds, or Glastonbury, so V Festival is the perfect target for Assoiffe.

Assoiffe want to do something different, making an impact on the festival and actually adding value, rather than just using it as a marketing opportunity. 


This idea is based on the theme of challenging the conventional, it is clear that beer is currently a male orientated drink, and through this campaign Assoiffe aim to challenge women to think outside the box and embrace Assoiffe as a female beer. The objective is to gain positive publicity from the event and have a positive impact upon the public.

A large container (illustrated in picture) painted pink and covered in the Assoiffe logo, will be placed by one of the main stages and two creative people will be put inside the container, one a female singer from the festival and the other a artistic female designer. On stage before entering the container, they will be given a visual brief and then half an hour to design a new women’s product based on the visual brief that they were shown. A popular presenter, who is regularly featured on a television show such as T4 will demonstrate the idea’s live on stage.

To provide additional excitement, a bar will be built around the area so that people can relax and enjoy Assoiffe beer as they watch. Screens will be set up outside so people who are watching will be able to view inside the container on monitors. Screens will also be set up across the festival with samples being handed out to people who are viewing the screens. In order to engage with people, there will be three sets of singers and designers that enter the container and people will be able to vote online after the event to choose their favourite creation that was developed. This will allow Assoiffe to measure the success of the campaign through how many people log on to vote.

Flyers will have been given out across the festival, with a Facebook event page having been created before hand in order to raise awareness. Facebook and Twitter will also play a large part in the publicity of this campaign, as pictures and comments will be put online by people who are in the audience and around the area.

The aim of this exercise is not to create a great idea from the product produced by the designer and singer in the container, it is to receive positive publicity for the brand and gain brand awareness, whilst encouraging women to think more openly about beer. Hopefully this campaign will have challenged the methods of normal thinking that women have, and enlightened them that just because beer is often perceived as a male drink, they shouldn't think that it isn't for women as well. All women will be given the first beer free if they are in the bar area watching the event, the hope is that they will enjoy it and as they say, the rest is history.

This will give Assoiffe a strong foundation for future Guerilla campaigns and generate an opportunity to create posters and print campaigns off the back of it.

IDEA 2:

Women will be targeted in shopping centres across the country. A super sized giant unique Assoiffe beer glass and a large sign stating 'WOMEN ONLY', will be on show outside of a tent set up in the middle of the center in order to attract the attention of passers by.

Shopping centers are an ideal place to target women as thousands of them attend every day. When women see others walking into the tent, this will encourage them to do the same thing. The thought that something is being given away for free will be a big draw to the crowd. The tent must be 18+ and identification will be required if the person looks below 25. Inside the tent there will be free samples, which are advertised outside. This venue would also represent a good place to carry out market research; nothing that is too formal, just asking general questions and answers can then be recorded after the conversation.

Flyers will be given out to people who are walking past not wishing to come inside the tent, encouraging them to visit Assoiffes Facebook and Twitter pages. The tent will be a light pink colour and pop music will be playing. A catwalk will be on show inside to encourage the women to spend more time in the tent and also to develop a feminine association to the brand. 


Prize give aways, including concert tickets to see Jessie J, Rhianna and The Saturdays will be on offer as part of a raffle, it will be free to enter all that is required is for women to sign up for regular email updates, which will contain links to Assoiffes Facebook page, which must be liked. Screens inside will advertise the brand, using the previous festival campaign as a promotional tool and encouraging a 'challenge the conventional' frame of mind. 

The unique beer glasses will be available to purchase at cost price, as these are a key part of achieving brand awareness. Additionally, the glasses that can be purchased will be personalised, having female name's on the glasses, encouraging a 'my Assoiffe' attitude. Due to beer currently predominantly being considered a male drink, through isolating men from the Assoiffe brand, this will lead to a greater relationship between women and the brand. Creating a girls only mentality will also reduce the chances of any women being put off through thinking Assoiffe is masculine. Upon leaving the tent, women will be given leaflets with links to Assoiffes Facebook and Twitter pages, incentivised by further chances to win female focussed prizes. Cialdini (1998), supports the notion that if you give something for free, people are generally more likely to positively react to an opportunity to repay what they believe they now owe. Therefore through giving out free samples, women will be more likely to follow up their interest by registering on the companies Facebook and Twitter pages. Giving links to Assoiffes Facebook and Twitter pages will also allow to measure the success of the campaign, allowing to understand whether it will be beneficial to use the pink tent campaign strategy again.

IDEA 3: 

Facebook and Twitter are hugely popular social media websites amongst young people, meaning that any form of advertising through these websites is likely to attract high levels of publicity amongst Assoiffe's target market. This third idea will enable Assoiffe to use this to their advantage.

Assoiffe will encourage women within the target market to change their surname on Facebook to 'Assoiffe', for example a female called 'Jessica Jones', would change her Facebook display name to 'Jessica Assoiffe'. The objective of this campaign is to raise brand awareness and the campaign will be called, 'Join the Assoiffe family'.

The incentive of doing this will be that the girl, along with a minimum of ten friends, will receive a free barrel of Assoiffe beer. The campaign will be advertised through popular radio stations such as Capital FM, which are heavily listened to by females within the target market.

To receive the free barrel the girl must register on the Assoiffe Facebook page, providing a list of the ten friends that she will be sharing the barrel of beer with, all of who must also change their surname to 'Assoiffe'. It is expected that chat amongst friends about this campaign will be incredibly popular.

Through doing this, Assoiffe will be able to develop a large data base of female customers within the target market that they know have an interest in drinking beer. To ensure that Facebook pages are genuine, a minimum of 300 Facebook friends will be required, and the page must be at least three months old. Only one friend per group will be able to register for a free barrel. When registering for their Assoiffe barrel, the women must specify the date they will be holding their 'Assoiffe' party, which must be from a selected set of dates available on the Assoiffe website. To ensure that the parties are genuine, over three selected nights Assoiffe will personally deliver the barrels of beer to parties across the country between 6pm and 11pm. This will result in nationwide Assoiffe partys being held across the country and through the Facebook name changes and pictures posted online, the brand will receive a huge level of attention.

The parties will be 'girls only', further developing a relationship between the brand and the new potential customers. Not only will this campaign provide a large amount of publicity for the brand, but it will also positively reflect on Assoiffe as a fun brand. Additionally, it is hoped that the theme of 'Assoiffe parties' will continue to be a trend after the campaign has finished. The photographs that will be posted from the parties across the country will also be a great way of further promoting the brand after the event, displaying how happy Assoiffe drinkers are.

The idea of an 'Assoiffe family' will enable the brand to develop long lasting relationships with customers. Furthermore, on delivery of the barrel of beer, the women at the party will have the opportunity to purchase personalised unique Assoiffe beer glasses from the delivery truck at cost price, further increasing the bond between the brand and its customers.

References: Cialdini, R (1998) Influence: The psychology of persuasion. 2nd edition. US, Harper-Collins Publishers.

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