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Tipsie Box Launch Campaign

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• brand

• audience

• the big idea

• creative strategy

• execution

• media strategy

• tipsie is a new monthly alcohol

subscription option

• Prices range from $35-$125

monthly

• Offerings: themed boxes and

drinking accessories

• Strong emphasis on social

interaction

• Seek comfort

• At home bars are trending

• Want to co-create products with

brands on social media

• Personal goals > professional goals

• They don’t know what to do at home

• Emerging adulthood

1. "Alcoholic Beverages (at Home)." American Lifestyles 2014: Looking Forward - US - April 2014. Mintel Group Ltd, Apr. 2014. Web. 25 Feb. 2015.2. "Alcoholic Beverage Drinking Occasions - US - May 2014." At Home Drinking Locations. Mintel Group Ltd, May 2011. Web. 25 Feb. 2015.3. Arnett, Jeffrey Jensen. "Emerging Adulthood: What Is It, and What Is It Good For?" Child Development Perspectives 1.2 (2007): 68-73. Child Development Perspective. Society for Research in

Child Development, 2007. Web. 25 Feb. 2015.4. Greco, Jim, and Danny Brager. "MILLENNIALS REDEFINE THE ALCOHOL BEVERAGE LANDSCAPE." Newswire. The Nielsen Company, 11 Jan. 2011. Web. 25 Feb. 2015.5. Schawbel, Dan. "10 New Findings About The Millennial Consumer." Forbes. Forbes Magazine, 20 Jan. 2015. Web. 25 Feb. 2015.

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[3]

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Jungle

Juicers

vs.

Savvy Sippers

• Average income: $52,000

• Stability

• Adult responsibilities

• Relationship status

• Comfort & confidence

• Priorities

They have reached the end of the stage

of wanting to go out to bars.

They are returning back to the home,

not because they have to,

but because they seek comfort while

avoiding the chaos of bars.

Savvy Sippers are not accustomed to

entertaining at home, since the days of

throwing house parties when their parents

were gone for the weekend.

They are unaware of how to create fun,

exciting cocktail parties.

“Older Millennials want to entertain at

home, they just need to be shown

how”

Transcript [1] : I see your listening to Iron Maiden,

you sweet, sensitive little devil. I bet you have a

drink in your hand…or at least you wish you did.

Click the banner to see what we listen to, while

headbanging softly at home.

Transcript [2] : Feeling throwback Thursday? So are

we. And we made a playlist, just for you. You’ll like

the way we work it. No Diggity.

• #tipsietime

• Users share their

experience

• Followers have access to

tipsie content

• Promotional material and

new product info

• Consumer involvement

effort

• Using #mytipsie, users

interact with our brand

• Every quarter, one winner

is selected

• Influence new themed

boxes

• 20,000 subscriptions in the first

2 months

• Gain social media followers

• Generate earned media

• Earn the trust of our audience

10%

9%

41%5%

35%Facebook

Google AdWords

Spotify

YouTube

Packaging

$100,000

• Millennials’ place in the life cycle in

conducive to home entertainment

• tipsie can show them how to achieve this

without compromise

• Inherent benefit: the Most Exclusive Bar

in Town