Keynote Izarra, Sup de Pub Competition, Super Gazole Team

SUPER GAZOLEizarra

jeudi 29 novembre 12


briefreminder

«Launch the Brand on the European market using the UK as a jumpboard.»

Introduction to bars, cafés, hotels and restaurants for cocktail consumption.stage 1

stage 2 Establish the brand in mainstream distribution channels and the trend of using Izarra spreads to home consumption


izarrain few words

*Originally a liqueur*Authentic brand*Basque Territory*Cointreau group

3 productscharacter productsplants / spices

*the will of making cocktails and being trendy


marketresearch

*A rise in cocktail consumption & demand for traditional & authentic brand.*The consumers tends to be more incline to pay for higher quality alcohol but in a lesser amount.

*Cocktail market

*alcohol market*In 2010, 17% of men and 10% of women (aged 16 and over) reported drinking an alcoholic drink on five or more days in the week.

* The United Kingdom however, has seen an increase of 9% over these three decades


THE

law

* Do not aim at minors* No link between the alcohol comsuption with physical performance

* No contribution towards social & sexual success* Do not show alcohols as a stimulant

* Not encourage immoderate consumption*Not shall high alcohol content as a quality


competitivelandscape



our

statement

* The basque country and its traditions are unknown in UK

* In UK, liquor is not consumed as in France (Needs to be mixed in a cocktail)

*There is a paradox : its roots which are on one side the liquor used as a digestive and on the other side the cocktail as a new way of

consumption in trendy parties


STRATEGIE


THE

problematic

«How to establish Izarra through its identity and heritage on the european market in a legitimate and

perennial way while its products tend to be consumed in a different way ?»


Targetaudience

25-35 y.oABC1 demographic categories middle / upper class

core target

Love going out / Friends Music / Technologies / Exhibitions

Trendy peopleAre aware about the lastest trends

b2C

b2B Professionals / Media



strategic

reflexion

* DNA determines the characteristics of a person or something

* It is bound to be mixed to obtain the infinite combinations

* Izarra has its own DNA comprising its history, its values, its authenticity and taste

DNA of Izarra


our

positioning

« Izarra was born to make cocktails »


our

promise

« Izarra, unlimited tasty combinations»


creation


creativeconcept

« The perfect alchemy »


DR I NK RESPONS I BLY - FOR FURTHER I NFORMAT I ON WWW.DR I NKAWARE .CO .UK










media

press

elle gq metroTotal circulation per month : 125 825Male/Female: 83% / 16%Average age: 33London/SE: 50%ABC1: 76% ( 288 000)

Total circulation per month :190 000Male/Female: 5% / 95%Average age: 30AB: 34%

Free NewspaperLondon readership: 2 020 000Circulation: 745 000Average age: 31

November/December/Januaryjeudi 29 novembre 12

media

press

November/December/Januaryjeudi 29 novembre 12

non media


EVENT

b2b To promote Izarra 54

* wine and spirits professionnals and the

press relation

* In a authentic cellar

*A remimber to the basque territory

*Pierre Oteiza.


bigevent

The central point of our communicationNAME : «The perfect Alchemy»WHERE : Hackney House in Shoreditch

WHEN : One week before the London Cocktail WeekHOW MANY PEOPLE : 400


bigevent

The concept

« Vegetable/digital »

The starting point

« The risk is to interpret Izarra as a chemical brand »

Talk about the origin of the product : the plant

«we have made a step back to make a leap forward» From the plant to the cocktail


bigevent


promotion of the event


vegetableqr code

Smells of Izarra plantsExample of a vegetable QR code

Marble arch

green park


event

website


teaservideo


Facebook

flyerTo promote the event on facebook


press relation


Pressrelation

A press conference2 hours before the big event in hackney house


digital


web

app

*The most populat ingredients will be used to create Izarra cocktails.* Izarra will test the results

* Creation of a data design in the same idea as the graphic codes of the posters.

* Izarra will organize events in bars where favourite cocktails will be proposed

+ Allow Izarra to explore trends about customers’ tastes.+ The consumactor

«Make yourself your cocktails with multiple ingredients/ Submit them to Izarra»

Mobile App



digitalfacebook


planningbudget


the

planning


the

budget


the

budget


Education

Keynote Izarra, Sup de Pub Competition, Super Gazole Team