Intro MarketingNovember, 2013

Riga Black Balsam

What does the Brand of Black Balsam stand for in a versatile world of alcoholic beverages?

What uses of it correspond to the tastes and likes of todays customer - younger, demanding, educated and spoiled by the choices.

Challenges from the Brief

sophisticatedcontemporaryversatile

traditionalfor elderly

a matter of taste

the Brandas it is

the Brandas it should be

InsightYou’ve got to have a personality to appreciate Black Balsam. Seek individualism, experience the extraordinary, stand out in a crowd. You just expect more.

Black BalsamSophistication is at the core of the Black Balsam. It’s defined by the complexity of it’s recipe and the method. It’s uniqueness and quality has impressed juries of many competitions.

Sophisticated

InsightTrue value doesn’t age. Like an oak furniture. Or a Rembrandt. They just melt in the contemporary life and become a natural, iconic part of it.

Black BalsamBlack Balsam has long passed the test of time.

Contemporary

InsightThere has never been more versatility in the world. Skills acquired, cultures and beliefs explored. There are many ways to experience life. The magic is to open up and enjoy it your way.

Black BalsamIn skilled hands Black Balsam opens up to suite the most different tastes, yet always remaining unique and unrepeatable.

Versatile

Black is the color of power and elegance. It’s bold and ambitious. It is for those challenging the ordinary and taking risks. The color of confident. Black is the color of Black Balsam.

black

The nature of Black Balsam is defined by nature. The nature is what civilization has known forever, yet it is still a source for inspiration and discovery for all of us. Its surprising and

unpredictable.

nature

Discover the nature black

“The Nature of Black” is a story of Black Balsam. Sophisticated in style. Contemporary in design. Demonstrating the versatility of Black Balsam.Front page gives an overall image of the drink, creates atmosphere and leads into the story.Upper links lead to products - Black Balsam, Currant, Element and Cream Liqueur. Next to product one can find Historical information, Contacts and Brand shop - links to web shops where Black Balsam can be purchased.Browsing down the page you will find collection of ideas how Black Balsam family drinks can be experienced. Most of the recipes will be shots, long drinks and cocktails. Some will be food related - as digestive, snacks that match the taste, ingredient in cooking. Few items will be interior and design related.

“The Nature Of Black”

Section is fully devoted to different ways how Black Balsam can meet the preferences of different tastes. When one moves cursor on the picture, it turns to colors, when pushing - description tag appears. It will have the recipe or short description. Some complemented with maxims.In the initial stage there will be a limited number of ideas - 20 to 25, yet it shall be evolved on regular bases using social network platforms to promote the ideas. They can be general or country/region devoted. They can be limited edition, created together with known chefs, bartenders or just interesting people fitting the brand image.

“Discover the nature of black”

For each of the products there will be one key brand visual, reflecting it’s different positioning and lifestyle of target group, yet remaining in overall concept of the website.

Used image, as well as all of the images used in presentation are just examples. Photography with quality post production will be organized during the production stage

Each product page briefly describes the drink, it’s unique qualities and product shot.As you browse down, again you will unveil the versatility of drink in “Discover the nature of black” section. Just this time only with recipes dedicated to specific product - here Currant.

Product sample page - Currant

“Gravity is not responsible for people falling in love” is a sample of maxims we intend to use throughout the web page to enhance the viewer experience.

Some other examples are:Do something every day that scares you.Be who you are and say what you feelDo what you must doDoing the impossibleLook around you carefullyBlack is beautifulLive all you canDo for yourselfLive the myth of freedomIf a thing is worth doing, it’s worth doing badly. /Winston Churchill/Imagination is more important than knowledge. /Einstein/Good men derive from black habits

Product sample page - Currant

To tell the facts about Black Balsam, we have chosen to use the label that pretty much says it in brief. This way we enhance the brand experience and relate the facts to the product in more direct way.Texts currently used are taken from various existing sources, but would need to be revisited in production stage.

“Our story” section

Website will enable integration with search engines to enable standard SEO marketing in later stages.

Integration with major social networks and online shop possibilities will be enabled for further development.

Integration

Thank you for opportunity!