The Purpose
The purpose of this brief is to develop an advertising campaign to endorse the alcoholic beverage “Green Fairy Absinthe”.
The Product
Green Fairy aspires to launch an effervescent new campaign in order to increase sales of Absinthe.
Background
Green Fairy Absinthe is the modern version of the European drink first established at The Green Tree distillery in the Czech Republic region in 1518. Before it was known as Absinthe, the drink was originally founded to act as a magical brew. The herbal blend was believed to reduce stress and restore high spirits.
At present, the drink is still originally developed in the Czech Republic, and imported all over the world. The alcoholic volume may have been altered, though its flavours still include those of the much older recipe including Star Anise, Juniper and Coriander.
Today the drink is generally mixed with soda or juice as a cocktail, consumed on its own, or notably with caramelised sugar.
Campaign/Advertising Objectives
The primary objectives for the Green Fairy campaign are as follows:
- To reinforce and promote the drink’s appearance
- To generate Green Fairy’s sales
Target Audience
The target audience for the Green Fairy’s campaign is to young adults through to mature aged adults in the age range of 18-30.
Key Messages
- I should buy Green Fairy Absinthe because it is flavoursome and stimulating
- Green Fairy Absinthe is an exciting and unusual taste to the typical alcoholic selections
- Green Fairy Absinth will return to me my high spirits, reduce my stress levels and provide me with a deliciously abundant taste
Call to Action
- Buy Green Fairy Absinthe
- Suggest Green Fairy Absinthe to friends
- Visit Green Fairy’s website to find out more about the product’s history and different ways of drinking it
Tone of Message
Green Fairy’s product is designed to make people feel good and provide them with a pleasing beverage they will continue to buy. Consequently the tone of message that could be used is:
- Warm, friendly, fun, pleasurable
Media to be Used
- Transit – buses and trains
- Websites – on those that would be commonly visited by the target audience
- Print – newspaper and magazine ads
Geographical Areas
The campaign will be promoted in stores selling alcohol throughout major cities (e.g. Canberra, Melbourne, Sydney, Brisbane), and also within nationwide magazines and newspapers
Budget
The budget for the campaign will be as follows:
- Production – $100,000
- Media – $400,000
Agency Response Requirements
- An understanding of the brief
- Their proposed advertising strategy (ideas)
- Advertising material (concepts and storyboard)
- Recommended timetable
- Proposed costing (which can be confirmed once we know media costs)
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