The Advertising

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Pernod Ricard’s Background 1

The Situation Today 2

SWOT Analysis 3

Objective/Target Audience 4

Creative Strategy 4

The Big Idea 5

Media Plan/ Scheduling/ Timeline 6

Blow Stick 7

The Blow Stick 7.a

Post Card 7.b

Poster 7.c

Wristband 7.d

Social Media 7.e

5 Second Teaser 7.f

TV Advertisement Storyboard 7.g

In A Nutshell 8

Pernod Ricard, one of the top 20 innovative companies of the world, produces distilled beverages. It is the industry leader in premium wines and spirits. Founded in 1975 in Paris, France, former rivals Pernod and Ricard merged to form Pernod Ricard S.A. With the appointment of Patrick Ricard as the Group Managing Director and then, in 1978, chairman and CEO, the company eventually acquired different companies such as Irish Distillers in 1988, and former British rival, Allied Domecq in 2005 among many others. His strategy of “growth through acquisition” helped the company become what it is today.

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The Situation TodayThe connotation attached to alcohol is at both extremes. Alcohol is not only meant for having fun; the consequences vary from the consumer itself, to the people around them. Often, these consequences can cause injury and even worse, fatality. Pernod Ricard is very well aware of the ill effects that consuming alcohol can have. Measures have been taken by the company to ensure the safe and responsible consumption of alcohol. The group has various partnerships with organisations worldwide to further understand drinking habits of countries the brand is present in [e.g. the Alcohol and Health Forum, launched in 2006 by the European Commission] and organisations that fight against excessive alcohol consumption [e.g. Drinkwise, in Australia].

In the words of the recently departed CEO, Patrick Ricard, “We want to deliver a message of moderation so that alcohol consumption remains a pleasurable experience synonymous with festivities and conviviality.”

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SWOT AnalysisSTRENGTHS

• One of the top 20 Companies globally [Forbes Magazine, 2012]• Great brand strategy• Brands that Pernod Ricard handles have great presence in Singapore

WEAKNESSES• The general public are not aware of Pernod Ricard• Having to deal with responsible drinking while not losing its customers• The recent loss of Patrick Ricard

OPPORTUNITIES• Team up with a local organization that promotes responsible drinking [HPB]• Creating a campaign to promote responsible drinking

o To give the brand more presence in local establishmentso To make people aware of Pernod Ricard’s beliefs on responsible drinking

THREATS• Government implemented rules on the import of alcohol.• Religious beliefs/rules• Existing anti-drinking campaigns

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ObjectiveThe objective of the campaign is to promote moderate drinking among the consumers, to encourage a responsible attitude towards drinking in a fun and interactive way.Also, to raise awareness on the Pernod Ricard group and their efforts in promoting responsible drinking.

Target Audience18-30 Year OldsParty Goers

Creative StrategyWe did not want to mention the risks of alcohol abuse and their effects as it might affect the business of Pernod Ricard, and because it seemed like an expected path to go down.So, to tackle the problem, we emphasized on drinking in moderation and positioned the campaign in a way that is fresh, fun and personal! A campaign that is targeted for young adults and for people to remember Pernod Ricard as a company that cares.

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The Big IdeaBLOW STICK - GLOW TO KNOW

Have you heard of the Blow Stick? Do not belittle this bright colored stick around your neck that resembles a typical light stick. What is it? It’s a Disposable Breathalyzer!

The Blow Stick is designed to rapidly and reliably measure sobriety and know that if you’ve passed your daily alcohol intakewithout making it look like a chore. This entire campaign ‘Glow to Know’ on moderate drinking will be launched to celebrate night life, making the breathalyzer the main promotional item. Lastly, maximizing brand exposure. The launch would involve booths and collaboration between popular drinking establishments and Pernod Ricard in encouraging responsible attitude to drinking in a fun, fresh and personal way!

The Disposable Breathalyzer

A device for estimating blood alcohol content from a breath sample. When the user exhales into a breath analyzer, any ethanol present in their breath is oxidized to change the crystals’ color from yellow to greenish blue.

The Benefits:• Low cost• Portable• D.I.Y.• Alcohol specific reaction prevents false results• Great and unique promotional item for event.

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Media PlanPre-Launch

Video The video should show the celebration of night life and hassle-free step we take to drink moderately using the Blow Stick (Glow to Know). It should show the positive effects of relaxing and having a drink yet not go overboard with information pertaining the consequences of irresponsible drinking.

Posters The poster will show details of the Blow stick launch event with the various boutique clubs, and some call for action and attractive prizes. Making it youthful and fun!

EDM Using the Club’s media platform (twitter and facebook page) to target and raise awareness to their customers of the launch of Pernod Ricard’s Blow Stick event at their clubs.

Postcards Interactive postcards promoting the Blow Stick and instructions on how to use it will be placed on ZO card stands around the country. It will include a call for action and details about Pernod Ricard and their efforts in promoting responsible drinking.

Launch

Event Collaborations with Boutique night clubs:

Booth Booths will be set up on the day itself outside the clubs for people to know more about Pernod Ricard and their efforts to drink responsibly. There will be games/activities, allowing people to win free drinks in the club. As for our publicity stunt, we can hire models and have them walk around with glow in the dark paint and our big idea. Blow Sticks will also be given out around the establishments to raise awareness of the brand, the message, and the event.

Products The product (Blow Stick) will be distributed at the entrance of the club when party-goers enter, they can have first-hand usage of our product.

Teasers Five seconds of event details playing in the club’s screens.

Post-Launch

Continued Efforts Continue selling our blow sticks in the clubs and pubs to encourage regular use for moderate drinking.

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The PosterThis is an example of a poster design used to promote the Blow Stick

promotional event in various drinking establishments

The WristbandThis is an example of a wristband to be used for the Blow Stick promotional event in various drinking establishments.

Social MediaTo promote the Blow Stick product and event on the

establishment’s facebook page

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In A NutshellThe ‘Blow Stick’ moderate drinking campaign is an ambitious and mature way of raising awareness at the heart of the problem, Clarke Quay, home of Singapore’s roaring nightlife. We are not stopping consumers from drinking or startling them with the consequences of extreme alcoholism but instead giving them the freedom to control their alcohol intake and knowing when to stop.

Hopefully with the birth of Pernod Ricard’s Blow Stick (Disposable Breathalyzer), the youths, young adults, binge drinkers and drunk drivers can slowly but surely start drinking responsibly. Lastly, increasing brand presence and strengthing their brand essence.

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Ibnur Aliff bin IsmailJoscelyn Heng

Stephanie WirawanLeandra Isabel Martinez Mauricio