strategy portfolio: crystal head vodka
TRANSCRIPT
Brit Vezina Brand Re-launch & Promotional Campaign
SECONDARY RESEARCH
The Category
Distilled spirits market: u $55.1 billion (2014); estimated to reach $65 billion by 2019. u Sales are expected to slowly grow at a 6% increase.���
Vodka is the segment leader for the spirits category. u Flavored vodka sales are primarily responsible for market growth (5-7%) in 2011-2013
u Consumer interest in the flavor fad is waning, and sales have tapered off.
2014 Market Share
58.3% 21.7% 11.5%
8.4%
VODKA RUM TEQUILA GIN
Demographics: u Men are significantly more likely to drink spirits than women.
u 64% of men consume vodka, 54% of women do.
u 74% are urban dwellers. u High income brackets correlate to consumption of spirits outside the home. u Millennials (ages 18-34) are the largest consumers of all varieties of alcohol than other generations.
u Millennials prefer spirits but are equally likely to choose beer and wine.
u 67% of Millennials consume spirits (including vodka) compared to an overall average of 54%.
Purchase Behavior of Millennial Vodka Consumers: u 71% purchase in liquor stores. u 17% purchase premium spirit brands. u Those who drink vodka multiple times per week respond to well-known brands.
u Millennials are open to trying new spirits brands and are receptive to ���recommendations from friends and family.
u 26% look for promotions when shopping for a new brand.
u Flavor is more important than distillation process u Within the Millennial generation, younger, female consumers prefer flavored spirits over ���
non-flavored spirits and expressed a desire for more flavored options to be introduced. ���However, older Millennials believe the market is oversaturated with flavored spirits.
���
The Consumer
u The marketplace is crowded. u Leading brands are under the
umbrella (and protection) of large parent companies.
u Absolut & Grey Goose
dominate the vodka category.���
u Smirnoff leads vodka related social media chatter.
The Competition
Pernod Ricard u Absolut, Stolichnaya
Diageo u Smirnoff, Ciroc, Ketel One
Bacardi u Grey Goose
Campari u SKYY
Constellation u Svedka
Proximo Spirits u Three Olives
Beam u Pinnacle
inexpensive
expensive
wide flavor range
Narrow flavor Range
Perceptual Map
Issues Facing Bars
Weak economy
Consumers adopt a cautious approach to spending on food and drink
Hesitancy to consume alcohol in on-premise providers; is the extra cost really worth the benefit?
Need to convince consumers that the ���experience of drinking alcohol on-premise is preferable to drinking at home
Competition with restaurants as they expand their alcohol drink menus
Solution: creation of promotions to build excitement and woo consumers
Solution: expand brand offerings even further
Opportunities for Crystal Head
Few bars serve Crystal Head (5 in Boston, 13 in NYC )…win bars over with a promotional campaign that pleases patrons and expands brand awareness
CREATIVE CONCEPTING
Background/ Brand History
• Dan Aykroyd, of Ghostbusters fame, partnered with artist John Alexander in 2007 to create the ultimate "Pure Spirit,” Crystal Head Vodka. It's made in a location of serenity: Newfoundland, Canada.���
• The vodka is quadruple-distilled, triple-filtered through Herkimer diamond crystals, and blended with glacial waters. There are no added oils or sugars, simply the purest premium vodka within a stunning glass bottle, a to-scale rendition of a human skull.
SWO
T A
naly
sis
Strengths u Celebrity endorsed u High quality production and
distillation process
u Edgy and unique bottle design
Weaknesses u Lack of brand awareness
u Does not have flavor varieties to woo consumers who prefer flavored vodka
Opportunities u Increase consumption at bars
with promotional campaigns
u Inject excitement into the brand to build brand loyalty
Threats u An oversaturated vodka market u Overshadowed by powerful
leading brands
The design of the Crystal Head bottle was inspired by the legend of the 13 Crystal Skulls. The 13 Skulls appeared throughout the 1800's, primarily at the height of the public's fascination with archaeology and skeletal imagery. ������These artifacts have been traced to various Mesoamerican civilizations, such as the Aztecs and Incans, and are thought to have mystical powers. Some say that when the 13 Skulls are united, a catastrophe will ensue. ������Though modern science has disproven many theories of the skulls' origins, they still have an enigmatic presence in our culture. ������
The Legend
The Crystal Head campaign will build off of the sense of mystery and discovery surrounding the legendary Crystal Skulls: the adventure of archeology, the uncertainty of exploraNon. Crystal Head will refer to itself as "The 14th Skull," updaNng it’s tagline from “Pure Spirits” to "Discover Pure Spirits."
The Big Idea/Insight
Background: Despite a quality product, Crystal Head Vodka is overshadowed by leading vodka brands and suffers from lack of brand awareness. ���
Role of communication: To re-launch the brand and develop a promotional campaign to drive sales. ���
Who are we talking to: Bar owners and their customers, older male Millennial aged 25 to 34.
What is the target insight: Male Millennials are avid drinkers of vodka. Younger Millennials enjoy flavored vodkas, but older Millennials are un-phased by the flavor fad; they ���appreciate a quality distillation process over a gimmick taste. ���Consumers welcome the opportunity to try new brands. ���
What is the benefit: A pure, exciting, quality vodka served in a compelling vessel.
Brand shift: A forgotten spirit The ultimate pure vodka���
Creative Brief
What is the shift idea that will lead to famously effective work? Crystal Head is the go-to vodka for those seeking an exception product accompanied by a unique experience.
���Reason to believe: • Crystal Head uses no additives; it’s the purest form of
vodka.
• The Crystal Head distillation process is sophisticated and complex; vodka is passed through Herkimer diamond crystals.
• The skull bottle has a fascinating origin, unlike any other vodka brand. ���
Personality: enigmatic, curious, engaging, edgy, proud, understated.
���Mandatories: The creative executions should build off Crystal Head’s brand story and its muse, the legend of the 13 Crystal Skulls. The campaign should command attention, but remain refined.
CREATIVE EXECUTIONS
Promotional Bar Packaging Vodka and promotional goods will be delivered to bars in cases resembling a Mesoamerican pre-Columbian temple, recreating ���the act of unearthing a precious artifact.
Interactive Coasters
Coasters appear black when handed out to patrons at bars, but react to the temperature of a cold drink and cause an image to appear: one of the 13 Crystal skulls.
When customers and their friends collect all 13, they'll be given a round of Crystal Head Vodka shots. A free sample gives people the opportunity to taste and enjoy the quality of Crystal Head if they haven't purchased it in the past due to lack of knowledge of the brand.
The legend of the Crystal Skulls began thousands of years ago during the Nme of their believed creaNon by the Aztec’s, Incans, and Maya.
Some say the skulls have mysNcal powers and that when they are brought together,
something catastrophic will occur.
If you dare to find out, find all 13 and bring them to your bartender to experience
the 14th Skull…
Back view: years ago during
Inte
ract
ive
Coa
ster
s
Outdoor Explore the Crystal Head Excavation Site, an interactive outdoor ad, strategically placed in urban areas with a high quantity of bars.
Downloaded an app and scan your phone over the ad, searching for the location of a crystal skull…like an archeologist hunting for artifacts. ���
A successful search rewards you with vouchers for Crystal Head shots at participating bars. The app includes information about Crystal Head, and vendor locations. ���
