1.Hello. Were #HASHTAG Lets talk about Vodka, shall we?

2. 2 Were in a race to validate a vodka. WHERE WE STARTED 3. 3 A vodka, that people think they dont want anymore. 4. 4 After all, theyre out of college now. Its time to level up, show their friends theyre sophisticated. Richer. Better looking. More successful. 5. 5 May I get you a Belvedere / Kettle One / Grey Goose and hand-crafted soda my dear? ITS TIME TO DITCH THE WELL-VODKA AND SAY YES TO: 6. 6 Or is it? 7. 7 Our target demographic feels pressured to level up. Embarrassed if they dont buy into the hype. But in reality, theyre often just looking for a good drink at a reasonable price, without all the emotional baggage that comes with a premium spirit. WHAT WE FOUND: 8. We need to and we need an to push against STAND FOR SOMETHING 9. 9 3 somewhat insightful insights about vodka 10. THIS IS BIG VODKA ADVERTISING 1No 11. THEYRE FIGHTING FOR SHARE IN DA CLUB* & BIG EVENTS 2No. * Curtis Jackson, 2003 12. THERES A STIGMA ATTACHED TO BUYING CHEAP VODKA 3No. 13. THE BIG IDEA 14. 14 THE PEOPLES VODKA We are honest vodka. The anthesis of the elitist and trashy vodkas of the world. Were going to use our products as a vehicle to connect with everyday people and celebrate their everyday moments. Well do this in two phases. 15. 15 THE LETTER phase 1 16. 16 THE LETTER Announce our brand belief by paying off annoying celebs to not drink our vodka. Anti-sponsorship deals announced to celebs on social media. 17. 17 THE MEDIA PLAN The letter is a pure PR play. But once it is out, well work to amplify it through high reach social media. With everything pushing to our Peoples Vodka digital experience 18. 18 INTERACTIVE EXPERIENCE phase 2 19. 19 CREATE & SHARE A lightweight interactive site where fans can personalize their own vodka starting with a socially sharable and printable vodka label. Personalize STEP ONE THE VODKA Im not ashamed to stay at home and watch Netflix on a Saturday night Infuse STEP TWO 20. 20 THE only $49,863 left to pay off my student debt VODKA 21. 21 THE I cant believe she said yes VODKA 22. 22 THE heres my generous contribution to your barbecue VODKA 23. 23 THE surprise! my mother is coming to live with us VODKA 24. 24 THE I found a gray hair and Im only 24FML VODKA 25. 25 THE I finally got that sex change I always wanted VODKA 26. 26 THE do tears count as a mixer? VODKA 27. 27 THE #becausevodka VODKA 28. 28 THE hey Facebook just reminded me its your birthday so I felt obliged to buy you this vodka VODKA 29. 29 THE no seriously Im really happy you bought a house before me VODKA 30. 30 THE sorry im gifting you vodka for valentines day VODKA 31. 31 THE for no particular reason VODKA 32. 32 THE when will he stop reading these stupid examples & just get on with the presentation VODKA 33. 33 CREATE & SHARE Fans who want a richer experience can collaborate with our mixologist and graphic artist to create a one of a kind infused flavored vodka through our website. Meet your makers STEP TWO Hi, Im Tom. Infuse STEP TWO Meet your makers STEP THREE Drag your ingredients into the bottle MINT CINNAMON COFFEE CHILLI 34. heres my 34 The printable label The poster / social share The custom artifact Surprise! my mother is coming to live with us THE VODKA THE generous contribution VODKAto your BBQ In store / bar evolving the big idea 35. THE MEDIA PLAN 36. THE MEDIA PLAN Well start the experience through integrating rich media units across mobile and desktop. GET TRAFFIC TO THE EXPERIENCE 37. THE MEDIA PLAN GET TRAFFIC TO THE EXPERIENCE Target people who are celebrating everyday life moments. Disseminate our message in an unobtrusive way across multiple platforms/media partners. 38. THE MEDIA PLAN INCREASE THE SHARE Motivate social shares of custom labels and vodka bottles. 39. THE MEDIA PLAN INCREASE THE SHARE Keep the conversation going through social listening. 40. THE MEDIA PLAN WHAT WELL MEASURE - Social conversation tracking - Social shares and engagement - Label shares from website - Brand study 41. THE MEDIA PLAN SUMMARY 42. 42 THE now this is where we stop and you applaud VODKA