CREATIVE DEVELOPMENT RESEARCH REPORT

APRIL 25TH 2016

Alicia CASSEY Christian PETTINELLI

Christopher BOYLE Preston MONAH

ABOUT THE REPORT This report details the research done through creative development research (CDR) we conducted. The data we collected were used to determine insights, uncover opportunities, and find solutions to weaknesses of the two concepts provided by our team of creatives. Through this data, we outline several strategically-sound recommendations for improvement. This report follows up on the creative presentation we had with Co-Founder Andrew Auwerda on March 10th, 2016. The Bay by Philadelphia Distilling is a unique four-time distilled vodka that is seasoned with Chesapeake Bay seasoning. The Bay is a smooth and savory vodka that captures the spirit of the Chesapeake Bay and we want your customers to remember that.

GOAL OF RESEARCH Despite The Bay’s unique positioning in the niche, savory vodka market, we identified a few barriers to purchase in the initial research process. The Bay’s largest challenges are a lack of awareness from consumers and a negative perception of the vodka’s taste. The goal of the CDR research we conducted is to audit the success of the creative concepts in overcoming these two barriers. We also used this creative audit to be able to offer strategic recommendations for improvement. Through the use of CDR, we are able to offer recommendations to the creative team that the target audience identifies ensuring an improvement. We wanted to know what the consumers, specifically the target audience, feels about the ads in order to recommend a successful execution to the client. This brief includes an overview of our data, key findings, as well as recommendations for improvement to each concept.

TARGET AUDIENCE The Bay’s proposed target audience, as outlined in our creative brief, are adults 26-38 who drink leisurely or to enjoy themselves. They do not use alcohol like when they were younger; the days of drinking as a competition or crowding into bars at 2AM are over. The long hours they’ve put into their careers, the families they’ve started, and the life they’ve worked so hard to achieve are finally within their sights. A good weekend is now settling in with loved ones with a spirit paired with their food or added into their own customized drink. Vodka is now a part of a relaxed, casual point in life. The Bay is the perfect compliment to this, and as the first seasoned vodka on the market, The Bay will become the flagship vodka for this lifestyle.

RECAP OF STRATEGY/BRIEFING

After our initial research, we crafted a creative brief that was to be used by the creatives in their ideation. The “big idea” that we provided the creative team is that “The Bay is seafood’s best (drunken) friend”. We offered them two approaches to connect to the audience:

Build the idea that The Bay is a heritage brand in its infancy pioneering a new lifestyle Provide proof that The Bay tastes good and is not a one trick pony (Bloody Mary

pairing) We were presented with two bold concepts from the creatives. Each team attempted to tackle one of the two approaches problem outlined in the creative brief. Concept #1, titled “Life is better by The Bay”, focused on the lifestyle recommended in the brief. They attempted to solve the awareness issue that The Bay is experiencing. Meanwhile, Concept #2, titled “An Unexpected Catch”, attempted to build awareness of the alternate uses of The Bay to help overcome the negative perception of the vodka’s taste.

METHODOLOGY

The CDR study utilizes two components: qualitative and quantitative research. Our goal was to talk to our target audience, 26 to 38 year olds who enjoy vodka and Old Bay seasoning, and gauge their feelings on both concepts. For the quantitative study, we created a 36 question survey on SurveyMonkey. This survey was distributed through popular social media platforms like Facebook and Reddit. Our team utilized community groups on both websites that were about topics important to our target audience (such as vodka and Old Bay). For the qualitative study, our team created a discussion guide which was then used to conduct 6 in-depth interviews (IDIs). The qualitative component was important as it provided deeper insights and the opportunity to probe which a quantitative study is unable to provide.

STRATEGIC ANALYSIS OF CONCEPTS

Our team performed strategic audits of both concepts. This audit compares the creative brief provided by our team against each concept. This is done without the influence of the quantitative and qualitative research findings.

Concept 1

The Good: Presents a diverse group of people within the 26-38 age range who represent our

target audience well Begins to build the lifestyle brand that our team recommended as a tactic. Includes imagery of how The Bay can be used beyond Bloody Mary’s. The ad

alludes to various cocktails as well as food pairings. Tone outlined in the creative brief: “casual, confident, relaxed” matches well

The Bad:

Does not provide an obvious relationship between the product and the scene. Does not describe what The Bay is through imagery nor text. Depicts a scene that seems unrealistic or unrelatable to the TA Seems disjointed from The Bay’s current branding

Concept 2 The Good:

Ad includes a strong tagline and fits in well with imagery and the brand Successfully depicts the brief’s big idea: “The Bay is seafood’s best (drunken)

friend” It fits the seasonality of the product

The Bad:

It may confuse the audience to believe that The Bay is only for food pairing Does not build a lifestyle that our team recommended as a tactic. Does not provide an obvious relationship between the product and the scene

CREATIVE OVERVIEW: TOP STRENGTHS & WEAKNESSES The following creative overview utilizes the findings from the quantitative and qualitative research.

1. Creates a connection between The Bay and food as well as The Bay and other cocktails

1. The “big idea” was very apparent and clear to consumers

2. Successfully portrays our proposed target audience age

2. Is the most memorable and eye-catching of the two

3. Captures an experience that people find appealing

3. Most consumers could not list a negative of the concept

1. Does not explain what The Bay vodka is

1.The intended audience is unclear to consumers

2. Does not make the consumer want to buy The Bay

2. Does not make the consumer want to buy The Bay

3. The “big idea” was unclear to consumers

3. Muddles The Bay’s relationship with other cocktails

SOCIAL: Social media extension felt disjointed from campaign and would overwhelming not be engaged with.

SOCIAL: Social media seems like a natural extension of the campaign but is only marginally more engaging than Concept 1.

FINDINGS

CONCEPT 1 Concept 1 makes The Bay feel like more of a social drink Concept 1 was effective at imparting that The Bay is a drink that can be enjoyed with friends. Since our goal is to encourage primarily Bloody Mary drinkers to try The Bay (and secondary research showed that BM are drank in social situations), Concept 1 is strong in this regard. “I feel like I really want to go on vacation with friends…happy” -IDI

Concept 1 is more clearly marketed to a specific age range Although both concepts showed the majority of respondents felt that these ads were targeted to people in our target demographic, only Concept 1 had 100% of respondents in this category.

Concept 1 has a social media extension that feels disjointed Respondents had negative feelings towards concept 1’s social media ad. A strong majority of respondents reported there's no correlation between the Concept 1 print ad, and the Social media ad.

CONCEPT 2 Concept 2 is more memorable Concept 2 is more memorable. Respondents felt that this ad is more engaging. It’s easily digestible and straightforward.

Concept 2 had less criticism Concept 2 was not as heavily criticized as Concept 1, with nearly 50% of respondents saying that they did not have anything negative to say about Concept 2.

CONCEPT 1 & CONCEPT 2 It’s viewed as a drink best paired with food Every respondent agreed that The Bay seems best paired with food [Refer Q28]. “[...] reminds me of cooking wine…I would feel weird if people would drink it.” -IDI “Yes there’s no other drink that will look well with this platter of seafood.” -IDI “This makes me want to throw some food on the grill and crack a bottle open” -IDI

Ad seems like it’s a food ingredient Both concepts seemed to leave the impression that The Bay is better utilized as an ingredient for meals, rather than cocktails. It essentially made The Bay a “one trick pony” again, but with seafood dishes instead of Bloody Marys. It’s leaving people thinking that this is going to be an ingredient for seafood dishes. The Bay ads make people curious The ads also peaked people’s curiosity. They made them think, “Hmm, what exactly is The Bay?” They weren’t thrown off as we saw in the primary research conducted for the brief. With a visual, people don’t perceive The Bay negatively.

“I am curious, and would like to try it. If I like it then I’ll be willing to buy it.“ -IDI

“I’ve never heard of The Bay before now, but now I’m curious” -IDI Neither concept excelled at convincing people to buy The Bay

RECOMMENDATIONS

CONCEPT 1 After taking into account the quantitative and qualitative results, as well as our own strategic analysis, the following recommendations have been made for Concept 1:

SPECIFY WHAT THE BAY IS One of the things that we heard most from our research is that the

consumer was unsure of what The Bay was from the ad alone. Considering the significant lack of awareness of The Bay, it is important that the creative provides this information to the uneducated consumer.

REVISIT THE TAGLINE While the concept was a positive step toward the lifestyle brand direction,

our research discovered a disconnect between the ad and the tagline. Finding a way to create a connection between the tagline and The Bay will improve the ad’s effectiveness and memorability.

CREATE A DISTINCT CALL TO ACTION Ultimately, neither Concept 1 nor Concept 2 was able to motivate

consumers to want to purchase The Bay. The addition of an inspiring call to action is necessary.

REVISIT THE SOCIAL MEDIA EXTENSION Our research overwhelming showed that the consumers felt that the

social media extension was disjointed from the other creative in the campaign. Because of this, consumers felt that they wouldn’t engage with it on their timelines and newsfeeds. Revisiting the social media to have similar imagery and messaging will help improve this weakness.

CONCEPT 2 After taking into account the quantitative and qualitative results, as well as our own strategic analysis, the following recommendations have been made for Concept 2:

HONE IN ON THE TARGET AUDIENCE Although Concept 2 was, overall, the most successful ad, the intended

audience was unclear to consumers. This leads us to believe that there may be a way to specifically cater to the 26-38 audience in the revision.

INCORPORATE THE OTHER TACTIC OUTLINED IN THE BRIEF

The food pairing theme in Concept 2 is very obvious. As our research shows, it is well-received by the consumers but fails to meet the other objective on the brief to create a lifestyle. The branding of this concept closely matches what the brand is already doing but does not push the envelope. Evolving the concept to begin the lifestyle branding is important.

MENTION THE BAY’S SUCCESS WITH COCKTAILS Historically, The Bay is likely to be attributed as a “One Trick Pony”. While

the deviation from being a great cocktail pairing is great, the creative fails to mention that The Bay can be used in alcoholic drinks. Our research shows that consumers felt that concept illustrated that The Bay could only be paired with food. To avoid “One Trick Pony” status again (but this time with the belief that The Bay is only good as a food pairing), adding another ad or evolving the current ad to include cocktails will help prevent that.

CREATE A DISTINCT CALL TO ACTION Ultimately, neither Concept 1 nor Concept 2 was able to motivate

consumers to want to purchase The Bay. The addition of an inspiring call to action is necessary.

STRENGTHEN THE SOCIAL MEDIA EXTENSION While the consumers felt that Concept 2 had a social media extension that

was a natural extension of the campaign, consumers felt it wasn’t engaging. Concept 2 did have an extension more engaging than Concept 1, but revisiting it to include a creative that is an evolution of the print ad (rather than the same creative in both instances) may curb these feelings.

SUMMARY & NEXT STEPS While each concept was successful in their own individual goal, our respondents reacted more positively with Concept 2 (Catch of the Day). The message was more clear, more memorable, and The Bay came out looking more appealing compared to Concept 1. The main strength of Concept 2 is making The Bay seem unique in the fact that it can be used as an ingredient in their meals. However, consumers need to know that it can be an integral part of their cocktails as well. The big idea in the brief asked creatives to think of the Bay as “Seafood’s (drunken) best friend”. They really honed in on this idea, to the point where The Bay is barely seen as a beverage at all. This was partially the fault of the brief. Going forward, the big idea needs to reflect that The bay has multiple uses, ONE of which is a unique addition to food. Certain elements from Concept 1 could be included to make the ad stronger.

INCLUDE IMAGERY OF PEOPLE Consumers responded kindly to the people shown in Concept 1. They felt

like it added a friendly visual that made it more relatable. Through the use of similar imagery, this could assist Concept 2 who is struggling with the perception that The Bay is an ingredient for seafood dishes. Seafood is an important element in order to hook back to the strategy, but would be a more successful execution if it isn’t the main focus.

INCLUDE A STRONG CALL TO ACTION Both concepts failed to motivate the consumer to purchase The Bay. Call

to actions need to be revisited.

APPENDIX We have included in this appendix the concepts at a larger size for easier viewing as well as screenshots of our data mentioned within the report below.

CONCEPT 1:

CAPTION: “Our unique distilling process provides a flavor that perfectly compliments any seafood dish. Enjoy #TheBayYourWay and see why life really is better by the bay.”

CONCEPT 2:

CAPTION: “The fresh, spiced flavors of your favorite seafood dishes have made

their way to your cocktail with The Bay’s unexpectedly delicious seasoned vodka.”

Comparison of agreement vs. disagreement for each statement

The following is the questionnaire used during IDI’s. [REQUIREMENTS]

26­38 Likes vodka Likes Old Bay

Introduction

1. Tell me about yourself. What hobbies do you do on your spare time? What interests do you have?

2. Tell me about your friend group. 3. Describe how you approach social drinking. What are the types of things you do with friends?

With family? By yourself? PROBE: Do you usually eat food while you drink alcohol? What do you eat?

4. What types of dishes do you enjoy eating most? 5. Tell me about a memory you have at a body of water, whether that be a beach, a river, or a

lake. ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­ BEGIN CONCEPT TESTING ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­

Now I’m going to show you two concepts for a vodka. Both of these concepts are not finalized. We want to get your opinions on these. Once I show you these ads, please share with me your first reactions. [SHOW CONCEPT 1: “Life is better by The Bay” Ad] THESE QUESTIONS SHOULD BE TO LEAD AN INDIVIDUAL WHO ISN’T TALKING. LET THE RESPONDENT TALK FREELY FOR THE FIRST MINUTE OR TWO TO PROCESS THEIR FEELINGS.

1. What feelings does Concept 1 evoke for you? 2. Can you recall any past experience or memory that Concept 1 reminds you of? 3. Can you see yourself in this scene? Is this something you want to be a part of? 4. Is it believable? 5. Is this unique? What makes it unique? 6. What do you like? What don’t you like? 7. What is the concept saying? 8. Does this make you want to try The Bay Vodka?

PROBE: Would you buy it?

Now we are going to show you the next concept. Again, please share with me your first reactions.

[SHOW CONCEPT 2: “Catch of the Day” Ad] THESE QUESTIONS SHOULD BE TO LEAD AN INDIVIDUAL WHO ISN’T TALKING. LET THE RESPONDENT TALK FREELY FOR THE FIRST MINUTE OR TWO TO PROCESS THEIR FEELINGS.

1. What feelings does Concept 2 evoke for you? 2. Can you recall any past experience or memory that Concept 2 reminds you of? 3. What is the concepting saying? 4. What is the kind of drink that you would have with this? 5. Is this unique? What makes it unique? 6. What do you like? What don’t you like? 7. Does this make you want to try The Bay Vodka?

PROBE: Would you buy it? [WHILE SHOWING BOTH CONCEPTS]

1. Which one do you feel would make you most want to try it? Why? 2. Which one do you feel you can relate to the most? 3. Which is more memorable? 4. If you had to explain what The Bay Vodka is to someone who’s never heard of it before,

which concept would you show them as evidence? Just so you know, The Bay Vodka is a four­time distilled vodka with Old Bay seasoning. Does this information make you feel differently about any of the concepts?

IDI Notes

Chris, 26 Concept 1 1. The idea is not very unique or memorable. As a result, The Bay does not seem unique or memorable.

a. “…it’s not unique. It’s just like a regular drink. It’s just a vodka.” b. “you can see this kind of advertising everywhere, it’s not that special”

2. The message of the ad is that it would go well with food. No mentions of how it can be used in cocktails.

a. I asked if she could see herself in this scene i. “yes, definitely, the food looks delicious”

b. “reminds me of cooking wine…I would feel weird if people would drink it”

3. And even that message is unclear. a. “I look at the bottle…it doesn’t really connect to this…this picture” b. “first one made me confused…what do you want me to do with it?” c. “you want me to drink it? Or cook it? Or it’s good with these foods? Or a drink?”

4. This would work better as a vacation ad. a. “maybe vacation…yeah, looks like a vacation, like, this is a cool spot to go with your

friends” b. “I feel like I really want to go on vacation with friends…happy” c. (asked if it makes her think of past experiences or memories)

“no, not really, reminds me of future…like, I wanna go on vacation, hang out, go out…” Concept 2 1. Also clearly communicates the fact that it can used to make good meals

a. “I feel that it is a great food ingredient” b. “feel hungry”

2. However, the body copy helps more clearly specify that The Bay is a drink too. a. “the body copy makes it clear that, yeah you can make it in your dinner, but you can also drink it” b. “that’s great, you buy one thing and it has 2 uses” c. “gives you the message more clearly…”

3. However… a. “it seems like it’s better for cooking”

Recommendations

Concept 2 is more memorable, and does a better job of communicating it’s message (The Bay is a perfect complement to cocktails and food). The body copy was key to this message, and one

suggestion Chris gave was to make the body copy a little bigger. This will help sell the concept more effectively.

However, concept 1 was effective at imparting that The Bay is a drink that should be enjoyed with friends. Since our goal is to encourage primarily Bloody Mary drinkers to try The Bay (and secondary research showed that BM are drank in social situations), Concept 2 can be made stronger by emphasizing some kind of social aspect. Chris said she would be likely to try and buy The Bay as a result of Concept 2

Both concepts seemed to leave the impression that The Bay is made with the thought of being an ingredient in food first, rather than a drink or ingredient in a cocktail. Both images contributed to this misconceptions. So, it essentially made The Bay a “one trick pony” again, but with seafood dishes instead of Bloody Marys.

Participant’s activities when asked summer activities:

Go shopping Talk on the phone

When asked about friends:

Play videogames “They’re pretty cool, not really into party scene.”

When asked about social drinking:

Participant reported to consuming alcohol with friends under a relaxing setting; at a bar, the participant’s house, and their friends’ house.

What types of food do you enjoy eating?

Southern food, anything with grease, certain types of fish and shellfish.

What feelings does concept one have?

“a good time with friends by the sea.” “IT looks relaxing. Like that’s all that was planned for the day.”

(Could not recall anything by the sea)

Can you see yourself in this scene?

“Yes, because I love good food and good vibes.”

Is it believable?

“I don’t see why it wouldn’t.”

What do you like, and don’t like?

“I like the concept of friends surrounding enjoying a good meal.” (Participant had nothing negative to say about the ad.”

What is the ad saying?

This drink is good with dinner and friends.”

Does it makes you want to buy the vodka?

“Try it, not buy it.” o “I am curious, and would like to try it. If I like it then I’ll be

willing to buy it.

Concept 2

Feelings:

“It makes me hungry, and I can imagine it tasting good with this vodka.”

Recall any past experiences:

“It reminds me of the crawfish competitions back at home.”

What is the concept saying?

“This vodka compliments sea food.”

What kind of drink would you have with this?

“I would probably drink this alone.”

Is this unique?

“Yes there’s no other drink that will look well with this platter of seafood.”

What do you like?

“I really like the image of the platter.”

Would you buy this?

“I felt the same as I did when viewing the last concept.”

Which one would make you want to try it? Why?

“The second one because it looks like it complements the seafood.”

Which is more relatable?

“The first concept because I can see my friends and I in this.” “I would show concept 2 because it looks like its great with seafood.”

IDI DEBRIEFS [2 People] ­People are much more enthralled with ad 2 ­People do not like the ­They like the friendliness of the Ad 1 and the construction of Ad 2 ­Someone mentioned Ad 2 looks like a Food Network Ad

­good: great visual, creative concept ­bad: Food network mag skews women older than our audience

­Mobile Ad 1 was weird ­ reminds them of a treasure map ­poor connection as a campaign

­Mobile Ad 2 was the same, nothing excited from a mobile execution ­i.e. no activity comes from this post) but it looks good on mobile

Interesting Behaviors: ­Some bias against the creative execution, people don’t understand this is CONCEPT testing ­They smiled at exposure ­One laughed at Mobile Ad 1

Brad E., Male, 25 (nearly 26), Pennsylvania Jen R, Female, 29, New Jersey Introduction

Tell me about yourself. What hobbies do you do on your spare time? What interests do you have?

Enjoys traveling and the outdoors Engineer by trade and has to travel a lot for work Is into politics

Is a mother of a 1 year old boy, engaged Assistant branch manager at a local bank Really enjoys reading

Tell me about your friend group. Spends the majority of his time with people from work because he travels often His friends back home are people he met from high school and have kept close to

Has had the same friends for a really long time. Most of the ones she has now she has

met at the bank (or at her previous jobs), and there are a few that she’s had since high school

They get together often and love to drink together. It’s always a party when they bring over the friends. However, now that she has a kid when she sees her friends it’s more special

Describe how you approach social drinking. What are the types of things you do with friends? With family? By yourself?

Identifies as a “social drinker”; will have a beer or a spirit with food at BBQs or at dinner Not a partier Is more likely to try new drinks with his friends based on their recommendations; while

with his family, he tends to choose more “conservative” drinks [when asked what that meant, he usually doesn’t get something with a high alcohol content or something that has a big presentation like a martini]

I’m a huge social drinker. So is my fiance. My fiance also likes to brew his own beer but

because of the baby he hasn’t had the chance to. Alcohol has always been a bonding element in my relationships.

When I’m with friends, we like to drink, laugh, and eat together. Also love sharing stories. I’m out of my partying years now but I used to. It’s more about relaxing and enjoying

each others company now. What types of dishes do you enjoy eating most?

Brad was unsure about this question­ he feels like he enjoys all food but particularly BBQ

I always loved the big family dinners. It’s something that we had in our family and I try to do it a lot now, too.

­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­ BEGIN CONCEPT TESTING ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­ Concept 1 1. What feelings does Concept 1 evoke for you?

Friendly, relaxed, fun

Cool, relaxed, fun, beachy 2. Can you recall any past experience or memory that Concept 1 reminds you of?

It made me think of this one time I went fishing with my dad’s friend Jim and we set up a big lunch on a picnic table after

It makes me think of when my fiance, his family, and I go to North Carolina

basically every summer. They rent this beach house and we’ve had a lot of dinners like this on the beach or at least outside

3. Can you see yourself in this scene? Is this something you want to be a part of? Yes. It looks like a nice group of people to be with

I can see my friends and I doing this. Just add a high chair and I’m there!

4. Is it believable? Sort of. I don’t see tables like this on the beach really but maybe this is in the

backyard of someone’s beach house?

Yeah! 5. Is this unique? What makes it unique?

I think this is really different from the other alcohol ads I usually see. It’s usually all about the night life and excitement but this alcohol is clearly pushing something different.

I just think that the fact it’s relatable makes it really cool. Like I would stop if I was

flipping through a magazine because it just seems like something I would arrange with my friends. Especially now that they’re beginning to have families like me.

6. What do you like? What don’t you like? I really like the whole scene. It’s inviting and, like I said, it seems like a nice group

of people to be with. I think that the headline at the top, if that’s what you call it, isn’t that great. Kind of cheesy.

I don’t really get the headline? I also wish there was a bit more diversity.

7. What is the concept saying? Life is better, and more relaxed, with The Bay Vodka

The Bay Vodka is a great drink to have with your friends

8. Does this make you want to try The Bay Vodka? Haha yeah, it does. This makes me want to throw some food on the grill and

crack a bottle open!

Oh yeah. I’ve never heard of The Bay Vodka before but now I’m curious.

Concept 2

1. What feelings does Concept 2 evoke for you? Fresh and tasty. I really like this one.

Crisp, fresh, delicious. And hungry! Haha

2. Can you recall any past experience or memory that Concept 2 reminds you of? I make seafood a lot at my house. Especially when it’s crab season or I catch the

fish myself. This looks like something that I can see myself making­ like if I took a picture of it and put it on Instagram with one of those cheesy hashtags like “#foodporn”

Not really I mean it just looks like a shot out of a magazine or on like, Food

Network or something. None of the dishes I make at home are this pretty haha! 3. What is the concepting saying?

The Bay Vodka pairs well with seafood

Seafood and The Bay Vodka are a great pairing 4. What is the kind of drink that you would have with this?

With the seafood, you mean? I didn’t really think to have a vodka. I would probably go for a beer before I went for a vodka but this ad makes me curious to try it.

Hmmm.. I’m a bit impartial to beer. Maybe like a Bloody Mary, though? It is

vodka, right? 5. Is this unique? What makes it unique?

I’ve never seen a vodka ad like this before. It’s so different and it’s really well done.

I think it’s kind of unique for an alcohol ad. I feel like if you were to put this in like

Good Housekeeping or a food magazine it wouldn’t be. 6. What do you like? What don’t you like?

I love the colors. You know, like the feel of the ad. It seems like something I would make or something out of a Food magazine, ya know? I’m not so sure how the vodka relates to the food, though. That may be just me.

The food looks really good. It’s a really interesting ad, don’t get me wrong. I just

feel like I’ve seen this before just not with vodka. I don’t really understand how the alcohol has to do with the food. Is it like an ingredient?

7. Does this make you want to try The Bay Vodka?

Yeah, I would try it. I’m not so sure I would buy it, though. Depends how much it is haha!

Yeah, I can see myself trying it.

Concept Comparison

1. Which one do you feel would make you most want to try it? Why? I really like the second one. It just seems like something I would eat or would

have. I don’t know.

I’m a bit torn but I feel like the first one would make me want to try it the most. I just think it stands out more and I feel like I could be sitting in that ad with them.

2. Which one do you feel you can relate to the most? Second one.

Oh the first one for sure

3. Which is more memorable? Haha still the second one.

This question is hard. It depends where it is. I feel like on its own maybe the

second but, but if it was in like a food magazine it would be the first one. 4. If you had to explain what The Bay Vodka is to someone who’s never heard of it before,

which concept would you show them as evidence? Hmmmm… I don’t know too much about The Bay so I would have to say Concept

1. I mean there’s drinks and stuff on the table so I could point out the drinks.

My friends would resonate well with the first one so I would show them that. Just so you know, The Bay Vodka is a four­time distilled vodka with Old Bay seasoning. Does this information make you feel differently about any of the concepts?

Oh wow, really? I wish that was more prominent on the second concept because it makes more sense now. Old Bay and seafood are GREAT together.

Ohhhh. Well that makes sense now. Concept 2 makes more sense to me but I

still like concept 1 the most because it shows the food and the drinks, too.