strategic message planner: swerve vodka · 2012. 12. 6. · strategic message planner: swerve vodka...

Ryan Tomlinson Fall 2012 SC 3353

Section 003 Strategic Message Planner: Swerve Vodka

Advertising Goal

To introduce Swerve to the liquor marketplace and create brand awareness among middle-aged

consumers, while promoting responsible consumption.

Client: Key Facts

• Swerve Vodka was founded in Dallas on Aug. 6, 2012.

• Swerve Vodka was created using a secret formula that prevents alcohol-related

hangovers.

• During Swerve’s short existence, the product has become the No. 1 selling vodka among

college-aged people.

• Swerve Vodka was named “Best Tasting Vodka” at the 2012 San Francisco World Spirits

Competition.

• Since Swerve’s launch, revenue has increased by nearly 25 percent each month.

• Scientific studies have proven that Swerve has significantly decreased intensity and

length of hangovers.

Product: Key Features

What Is the Product?

• Swerve Vodka is liquor that prevents alcohol-related hangovers.

• Swerve Vodka is available in 12 different flavors.

• Swerve Vodka contains zero calories.

• Swerve Vodka costs $18 a bottle, making it affordable among its competitors.

• Swerve Vodka contains all-natural ingredients.

What Is the Purpose of the Product?

• The purpose of this product is to provide an alcoholic beverage to legal-aged consumers,

while not causing hangovers the next morning.

What Is the Product Made of?

• Swerve Vodka is created by the distillation of grains and potatoes.

• Swerve Vodka also includes a secret mixture of all-natural ingredients that help rehydrate

consumers.

Who and What Made the Product?

• Founder Ryan Tomlinson came up with the idea for Swerve Vodka in 2011. He then took

the idea to a group of chemists and botanists to create the product’s secret formula.

• Swerve Vodka is sold at any store that sells alcohol, bars and restaurants.

• The product is produced at a distillery outside of Dallas.

Target Audience: Demographics and Psychographics

The target audience of this ad campaign is middle-aged men and women who consume alcohol

responsibly. A study conducted by gallup.com shows that on average, 72 percent of people aged

35-54 consume alcohol.

Most are in the upper-middle to upper class and earn an average of $75,000 a year. These people

tend to have a solid income so they consume more expensive brands of vodka such as Grey

Goose, Ciroc and Absolute. They own a home, vehicle and have families.

The target audience lives a professional lifestyle, so they are busy during the week. They enjoy a

drink or two in the evenings to relax after a long day of work and taking care of their families.

Because of the product’s reasonable price, the target audience typically views Swerve as a

“college student’s” drink, not that of a professional man or women with a family. They are

unaware that the product has a great taste and anti-hangover causing ingredients.

Product Benefits

• Swerve Vodka does not cause hangovers: You’ll feel great in the morning and ready to

start your day.

• Swerve Vodka contains all-natural ingredients and zero calories: You won’t ruin your

diet by consuming this product.

• Swerve Vodka is reasonably priced: You won’t go broke.

Direct Competitors and Brand Images

• Grey Goose/Ciroc/Absolute Vodka: The target audience believes this product is a high

quality drink, but wishes the price were cheaper.

• Burnetts Vodka: The target audience has many flavors of this brand to choose from, but

does not enjoy the potent taste. The target audience also views this brand as a drink for

young adults.

Indirect Competitors and Brand Images

• Aspirin and water: The target audience believes taking aspirin and drinking water will

decrease the severity of hangovers. However, aspirin takes time for its effects to work,

Swerve causes no symptoms of hangovers.

• Other types of liquor: The target audience may not like vodka and choose to consume a

different type of alcoholic beverage.

Product Brand Image

• Current brand image: The target audience views the product as a drink for a younger,

college-aged consumer.

• Desired brand image: Swerve Vodka is a great-tasting product with benefits that will

appeal to all age groups.

• Brand image challenge: The target audience believes that a reasonably priced vodka lacks

good taste is unaware of Swerve’s anti-hangover ingredients.

Strategic Message: The Promise

Swerve Vodka lets you enjoy great-tasting vodka and leaves you feeling great the next day.

Supporting Evidence: The Proof

• The secret mixture of ingredients was created by a group of top scientists.

• University studies have proven Swerve’s effectiveness in the prevention of hangovers.

• Product testing and national contests prove Swerve’s great taste.

Make it to work in the morning...

Swerve

Next time, drinkThe only vodka that

prevents hangovers

find where ever alcoholic beverages are sold

Title:SwerveVodkaRadioAdClient/Sponsor:SwerveVodkaLength:30secondsAirDates:Nov.9,2012SFX:Alarmclockbeeping(fadeafter

announcer)

ANNOUNCER:

SFX:Childrenlaughingandscreaming(fade

afterannouncer)

ANNOUNCER:

SFX:TVnewsreporter

ANNOUNCER:

SFX:Alarmclockbeeping,childrenplaying

andTVnewsreporter

It’sthatfeelingyougetafteralongnightout

withyourfriends.

Thatfeelingwhenyouknowyouhavetoget

upandgetthekidsreadyforschool.

Thatfeelingwhenallyouwanttodoispull

thecoversoveryourheadandsleepallday.

ANNOUNCER:

(FadeoutSFXat:29)

###

Thatfeelingwhenyourealizeyoushould

havedrankswerve.Nexttime,drinktheonly

all‐naturalvodkathatdoesn’tcause

hangovers.Availablewhereveralcoholic

beveragesaresold.DrinkSwerve.

###

Title:SwerveVodkaTelevisionAdClient/Sponsor:SwerveVodkaLength:60secondsAirDates:Nov.9,2012CU–Alarmclockonnightstandblinkingand

manslapsclocktoshutitoff(:06)

CU–Maninbedgrimacingandgroaningin

pain(:03)

WS–Wifewalksangrilyintobedroomand

beginstoyellathusbandinbed(:10)

CU–Manstilllayinginbedgrimacingwith

pain(:07)

WS–Twochildrenrunintoroom(:05)

WS–Womencontinuesyellingathusband

whilechildrenrunaroundthebedroom

(:09)

SFX–Annoyingalarmclockbeeping

SFX–Mangroaninginpain

FemaleActor–“Whyareyoustillinbed?!

Youweresupposedtobeupanhourago!

Wearemeetingmyparentsin30minutes!”

MaleActor[Inhead]–“Ugh!WhydidIhave

todrinksomuch?...Probably,becauseI

knewIhadtoseethein‐lawsthismorning.”

SFX–Childrenlaughingandscreaming

loudly.

FemaleActor–“Thekidsareevenready!I

toldyouthatyoushouldhavedrank

Swerve!”

CU–Mangetsupquicklyoutofbedtoget

ready(:05)

WS–Manisquicklygettingreadywhilewife

nagshimandchildrencontinueobnoxiously

playinginbedroom(:04)

WS–Swervelogowithbedroomscene

behind(:11)

FADETOBLACKAT:60

###

MaleActor–“AlrightIamgoing!”

SFX–Childrenplayingandwomannagging

(Fadestobackgroundnoise)

ANNOUNCER:

Don’tbethisguy.Drinktheonly,all‐natural

vodkathatdoesn’tcausehangovers.Drink

Swerve.Availableanywherealcoholic

beveragesaresold.

###

Annoying alarm clock beeping Man groaning in pain

“Why are you still in bed?! You were supposed to be up an hour ago! We are meeting my parents in 30 minutes!”

“Ugh! Why did I have to drink so much?... Probably, because I knew I had to see the in-laws this morning.”

Children laughing and screaming loudly “The kids are even ready! I told you that you should have drank Swerve!”

Ryan TomlinsonStory BoardSection 003

“Alright I am going!” Children playing and woman nagging

Swerve The only vodka that prevents hangovers

Don’t be this guy. Drink the only, all-natural vodka that doesn’t cause hangovers. Drink Swerve.

###