From our Digiday Agency Innovation Camp. The Purple Team's competition presentation

1. Hello. We’re #HASHTAG
Let’s talk about Vodka, shall we?

2. 2
We’re in a race to validate a vodka.
WHERE WE STARTED

3. 3
A vodka, that people think they
don’t want anymore.

4. 4
After all, they’re out of college
now.
It’s time to “level up”, show
their friends they’re
sophisticated.
Richer. Better looking. More
successful.

5. 5
“May I get you a Belvedere /
Kettle One / Grey Goose and
hand-crafted soda my dear?”
IT’S 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 don’t buy into the
hype.
But in reality, they’re 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. THEY’RE FIGHTING FOR SHARE IN
DA CLUB* & BIG EVENTS
2No.
* © Curtis Jackson, 2003

12. THERE’S A STIGMA ATTACHED
TO BUYING CHEAP VODKA
3No.

13. THE BIG IDEA

14. 14
THE PEOPLE’S VODKA
We are honest vodka.
The anthesis of the elitist and trashy vodkas of
the world.
We’re going to use our products as a vehicle to
connect with everyday people and celebrate
their everyday moments.
We’ll 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, we’ll work
to amplify it through high
reach social media.
With everything pushing to
our People’s 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
I’m 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 can’t
believe she said
yes VODKA

22. 22
THE here’s 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 I’m
only 24…FML
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
it’s your birthday
so I felt obliged to
buy you this vodka
VODKA

29. 29
THE no seriously
I’m really happy
you bought a
house before me
VODKA

30. 30
THE sorry i’m
gifting you vodka
for valentine’s 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, I’m Tom.
Infuse
STEP TWO
Meet your makers
STEP THREE
Drag your ingredients
into the bottle
MINT
CINNAMON
COFFEE
CHILLI

34. here’s 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
We’ll 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 WE’LL 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