Young adults drink vodka for socialization but want premium quality at an affordable price. Svedka is perceived as a bottom-shelf brand. The document proposes positioning Svedka as a premium brand through sleek new packaging, positioning it as "good enough for upscale settings but cheap enough for more casual settings." A 9-month, $4 million campaign in Boston would feature this message across print, TV, online, and transit ads. The goal is a 20% increase in Svedka's market share by appealing to young adults beyond just college students.

1. SVEDKA VODKA
Elijah Clark-Ginsberg, Dana Cornelius,
Hilary Kee, William McHugh

2. THE AUDIENCE

3. Where Young Adults Drink
19%
3%
47%
30%
Home
Nightclub/Bar
Restaurant
Friend’s Home

4. Why Young Adults Drink
For relaxation
As a pick-me-up
As a refreshment
I like the taste
To get drunk
To socialize with friends
To socialize with family
To socialize with coworkers
Because it’s easy to mix
Because that’s what you do
0% 10% 20% 30% 40% 50% 60% 70%

5. 30%
will not drink cheap
brands around friends

6. 42%
think only premium
brands make
cocktails taste right

7. 64%
say price is important
to them when
choosing a brand

8. 64%
say quality is important
to them when
choosing a brand

9. Young adults drink to socialize with friends.

10. They want premium quality.

11. But they also want an affordable price.

12. THE BRAND

13. •Premium taste and quality
•Bargain-basement price
•Bottom-shelf brand perception

14. Positioning Map
Top Shelf
Belvedere
Grey Goose
Ketel One
Stoli
Absolut
Skyy
Finlandia
High Price
Low Price
Smirnoff
Svedka
Popov
Bottom Shelf

15. Svedka should have the
premium position it deserves.

16. Positioning Map
Top Shelf
Belvedere
Grey Goose
Ketel One
Stoli
Absolut
Skyy
Finlandia
High Price
Low Price
Smirnoff
Svedka
Popov
Bottom Shelf

17. Positioning Map
Top Shelf
Belvedere
Grey Goose
Ketel One
Stoli
Absolut
Svedka Skyy
Finlandia
High Price
Low Price
Smirnoff
Popov
Bottom Shelf

18. OBJECTIVES

19. PREMIUM BRAND POSITIONING
Premium positioning will appeal to more
af uent and image-conscious buyers
while low price will continue to appeal to
budget-conscious consumers.

20. NOT JUST FOR COLLEGE KIDS ANYMORE
If Svedka just courts college kids through low
prices and a “go hard” mentality, they’ll lose
customers who have graduated and outgrown
the brand. More sophisticated positioning will
retain college students as they become young
professionals and beyond.

21. BECOME A NIGHTLIFE STAPLE
Premium brands like Absolut and Grey
Goose enjoy huge on-premise popularity.
With more top-shelf positioning, Svedka
can too. Absolut sales are declining and
Svedka is well-positioned to steal Absolut’s
share of the nightlife market.

22. 20%
increase in market share

23. CREATIVE

24. New Packaging
SIMPLE AND UNCLUTTERED SHOT GLASS AND GAUGE
62% of young adults consume spirits
68% of young adults want packaging
as shots. A lid that doubles as a shot
that is simple and uncluttered, so we
glass, as well as a shot gauge engraved
removed unnecessary design elements
down the side of the bottle, are a fun
way to engage with this behavior.
“PREMIUM SWEDISH VODKA”
32% of young adults look for words
like “premium” on packaging, yet it’s
notably absent from the current bottle. SLEEK DESIGN
Rather than looking like a bulky
two liter soda bottle, the new
packaging is sleek, elegant,
and sophisticated.

25. THE CAMPAIGN
Simple, seasonally-appropriate,
integrated with everyday life.

26. Good enough for Beacon Hill.
Cheap enough for Allston.

27. Good enough for the penthouse.
Cheap enough for the basement.

28. Good enough for Club Med.
Cheap enough for a hostel.

29. Taxi Topper
For the smaller space of a taxi topper, a minimal ad variant
mirrors the sleek look of the new packaging.

30. Print/OOH/Web

31. Print/OOH/Web
This example demonstrates the feel of a holiday-
centered ad, but not its actually content.

32. TV Spot
MUSIC: Sleazy party music
SFX: Ding

33. TV Spot
MUSIC: Classy party music
VO: “Svedka. Good enough for the
penthouse. Cheap enough for the
basement.”

34. MEDIA

35. Placement
•Boston as a test market
•Very limited national print media BOSTON
•Nine month campaign
•No major deviations from
current media mix x9

36. Print

37. Cable TV

38. Out of Home/Transit
•MBTA Green Line
•MBTA buses
•Taxis
•City information panels

39. Online
•Sites of print/TV media outlets
•Skyscrapers and video pre-roll
•Geotargeted

40. Media Budget
Campaign Total: $4,204,620
Online (local)
$826,200
Print (national)
$1,589,670
OOH (local)
$1,080,000
Cable TV (local)
$1,080,000