(Please note in this blog I had severe problems with line spacing and fonts because Blogger.com displayed different formats on the editing page to the reality)
- High frequency users on Social networking websites.
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.
The following adverts have all been designed to fit the advertising brief that has been set, however, they should not be considered as being part of the same campaign. Rather they are suggestions of different routes that Assoiffe can use to promote their brand.
Print Advertisement One
Simple advertisement that displays the key new feature of the Assoiffe brand, the unique womens beer glass.
Print Advertisement Two
This advertisement uses popular pop star Jessie J, who is a strong female figure.
This advertisement uses popular pop star Jessie J, who is a strong female figure.
Print Advertisement Three
This advertisement displays a lively nightclub relating to the out going nature of the target audience, suggesting that with Assoiffe, 'All good things never come to an end'.
Print
Advertisement Four
Three
men serving Assoiffe, tag line 'Don't just DREAM it, DRINK it!' Encouraging
young women to embrace Assoiffe.
Whilst the previous advertisements should be considered as separate advertisements, the following two can be used as part of the same campaign. They both use strong popular female icons that are fashionable amongst young women today.
Print
Advertisement 5
'I
just do my thing' is a famous quote from Audrey Hepburn that has been used in
the print advertisement to suggest that by drinking Assoiffe in the new womens
beer glass, it is her 'doing her thing'.
References
Mintel (2012) Beer
– UK – December 2012. [Online] Available from: Mintel [Accessed 1st January
2013] [Accessed 7th January 2013] [Accessed 26th January
2013] [Accessed 14th February 2013].
Mintel (2012) Premium Alcoholic Drinks – UK – November 2012 [Online]
Available at :Mintel [Accessed 19th February 2013].
ThinkBox (2012) Audience Profiles [Online]
Available at: http://www.thinkbox.tv/server/show/nav.914 [Accessed 20th February 2013].
