svedka presentation
TRANSCRIPT
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Svedka Rage
Ricky Sanchez, Sari Elzweig, Jennifer Johnson
+Situation Analysis
Why did the last campaign fail?
What do people think of Svedka vodka?
Who is the competition?
+Target Audience
21+ college students
Want immediate satisfaction
Value brand pricing compared to quality
Enjoy partying and expanding their social connections
Driven by want not need Desire the product based on social and esteem prospects
Take pride in being able to party without having their professional lives affected
+Campaign Objectives - 2013
Raise visibility for Svedka as a brand by 70%
Getting consumers to switch to Svedka from other brands by 40%
Strengthening brand loyalty from current consumers by 50%
+Positioning
Build a personal connection to the Svedka Rage demographic
“For the 21 and older hardworking college student who wants to let loose with their friends on the the weekends, our product Svedka Rage delivers quality in conjunction with affordability, which makes it the fastest growing imported vodka in the United States.”
+February Calendar
+March Calendar
+www.facebook.com/youpicktherage
+You Pick The RageContest Overview
Contests ‘like’ facebook page to enter their flavors and then later vote for their favorites www.facebook.com/youpicktherage
Labels on bottles with link and instructions to vote
+Party Overview
Three Night Svedka Rage Party Each night themed to a winning flavor color
Promotional Materials Items for sale Free items
Extra Attractions Celebrity guests Party bus Provided hotel Gender relevant entertainment Contest winner VIP treatment
+Before Ad
+‘Before’ Advertising Campaign
Regional
Billboards
Magazines Maxim and Rolling Stone
Only national part of ‘before’ campaign
Facebook ‘You Pick The Rage’ page
+During Ad
+‘During’
Media Outlets Billboards Strategically selected radio stations Television
Comedy Central, MTV, Spike Only national part of ‘during’ campaign
+Party Series
20 parties over four weekends Selected cities
Two parties per weekend night Svedka sponsored nights at bars Raise contest awareness
+After Ad
+‘After’ Advertising Campaign
Full national advertising campaign Billboards Transit Advertising
Bus wraps in large, relevant cities Print Media
Maxim and Rolling Stone
‘You Pick The Rage’ fan page goes from voting page to Svedka Rage fan page
+Budget
Total cost - $31,692,851.40
Cost of parties - $1,757,010.90
Cost of advertising - $30,143,058.50