finnegans
TRANSCRIPT
Agency Spotlight (case study):
FINNEGANS BRAND HISTORY
• Founded in 2000 by Jacquie Berglund who believed everyone and anyone can make a difference in their community.
• FINNEGANNS Irish Amber was the first beer in the world to donate 100% of its profits back to the community.
FINNEGANS BRAND POSITIONING
• Focused on Irish Identity using humor + irony:
Situational Analysis
• FINNEGANS has high brand awareness but very few are aware of charitable mission.
(Solution) Objective
• Increase preference and trial of FINNEGANS by leveraging what makes it distinct.
Strategy
• Re-define drinking FINNEGANS as an act of volunteerism unto itself.
New Logo + Tag Line
New Packaging
• Clean look that stands out from other brands.• Clear product positioning (mission statement).
IMC Example of Touchpoints
• Each bottle has IMC theme and communicates drinking is a charitable act.
IMC Campaign
Social Media Engagement
New Product Launch St. Patty’s Day 2012
Irish Twins
• Saint Ashlee
Fits Catholic narrative and draws humor + irony:
• Saint Ashlee IMC Campaign
Campaign Success
• Sales increased by 46% (2011).• Raised more than $100,00 for local charities (2012).• Martin Williams wins Effie Award for their rebranding
campaign (2011).
OUR TASK (UST Marketing Team)
• Help FINNEGANS exceed their goal of raising $120,000 for food shelves in 2013!
• Identify new segments that fit the FINNEGANS’ psychographic & rhetorical vision but are not aware of the brand through primary research.
• Create a 2 week call-to-action social media campaign for a FINNEGANS food drive event in April 2013.
• Report to UST and FINNEGANS.