1. What are the client’s objectives for the job? Why are we advertising?
Green Fairy Absinthe is among the most popular selling alcoholic beverages throughout Australia. While its reputation has been built around its preceding advertising campaigns, it has recently hit a low in sales. This is due to the increase of similar products which are cheaper, but also considered lesser in value.
To combat this and help raise Green Fairy’s sales once again, we need to create a vibrant, new campaign. The campaign needs to remind consumers of why they once bought Green Fairy Absinthe, why they should continue to do so, and to also embark in enticing new consumers into buying this brand over the competitors. It should show consumers just how remarkable the drink is - its flavour, its history, its appearance and its ingredients all contribute to this.
2. Who are we talking to?
We are talking to thousands of Green Fairy’s current consumers, as well as thousands of new prospective consumers and those who we hope can be persuaded into switching to our brand.
Current customers who buy Green Fairy’s products are considered to do so due to its notable
taste. Also because they are able to trust in the fact they are spending their money on a reliable product.
3. What do they currently think about our sector/industry and our brand?
Green Fairy Absinthe is well-regarded and highly recommended brand. However as more and more
sellers introduce their own range of absinthe, consumers are persuaded into buying them due to the lower prices. Buyers may appear to forget about the real taste of absinthe, that is a result of Green Fairy. Conversely no matter how many other copies of absinthe there are in market, the real truth is Green Fairy’s product continues to stand out above the rest.
4. What do we want them to think?
Green Fairy values its consumers greatly, and only desires to create the very best for them. They know they are able to trust that they are spending their money on quality products.
5. What do we want them to do?
Visit Green Fairy’s website for any information or inquiries, and visit their local supermarket to purchase our product.
6. What is the single most important proposition?
Green Fairy, to mesmerize and fill your senses with harmony and delight.
7. Why should they believe it?
Green Fairy Absinthe is the best money can buy, we understand quality and great taste. We are dependable for low affordable prices.
8. What is the offer?
The offer for the brand campaign is simple – we offer quality.
9. How should we speak to them?
• The brand and tone is warm and enchanting, with a hint of spirituality
• The imagery used must have the power to draw the viewers in and enthral them, making them want to feel that mystical sense
10. Mandatories
• Green Fairy logo
• Web address
11. Creative guidelines
Imagery
• Images of people indulging in the product, appearing carefree, calm, at ease and happy
• Main person is somewhat concealed, long dark hair, tall frame, has a mystical sense
Headlines or thoughts
• Those who purchase Green Fairy are getting value for their money
• You can always rely on Green Fairy for low prices
• Green Fairy provides its consumers with an exceptional taste they’ll take pleasure in each time they drink it
12. Requirements
• Posters
• Brochures
• Full copies, colour finished, ability to immediately draw people in
Green Fairy Absinthe is among the most popular selling alcoholic beverages throughout Australia. While its reputation has been built around its preceding advertising campaigns, it has recently hit a low in sales. This is due to the increase of similar products which are cheaper, but also considered lesser in value.
To combat this and help raise Green Fairy’s sales once again, we need to create a vibrant, new campaign. The campaign needs to remind consumers of why they once bought Green Fairy Absinthe, why they should continue to do so, and to also embark in enticing new consumers into buying this brand over the competitors. It should show consumers just how remarkable the drink is - its flavour, its history, its appearance and its ingredients all contribute to this.
2. Who are we talking to?
We are talking to thousands of Green Fairy’s current consumers, as well as thousands of new prospective consumers and those who we hope can be persuaded into switching to our brand.
Current customers who buy Green Fairy’s products are considered to do so due to its notable
taste. Also because they are able to trust in the fact they are spending their money on a reliable product.
3. What do they currently think about our sector/industry and our brand?
Green Fairy Absinthe is well-regarded and highly recommended brand. However as more and more
sellers introduce their own range of absinthe, consumers are persuaded into buying them due to the lower prices. Buyers may appear to forget about the real taste of absinthe, that is a result of Green Fairy. Conversely no matter how many other copies of absinthe there are in market, the real truth is Green Fairy’s product continues to stand out above the rest.
4. What do we want them to think?
Green Fairy values its consumers greatly, and only desires to create the very best for them. They know they are able to trust that they are spending their money on quality products.
5. What do we want them to do?
Visit Green Fairy’s website for any information or inquiries, and visit their local supermarket to purchase our product.
6. What is the single most important proposition?
Green Fairy, to mesmerize and fill your senses with harmony and delight.
7. Why should they believe it?
Green Fairy Absinthe is the best money can buy, we understand quality and great taste. We are dependable for low affordable prices.
8. What is the offer?
The offer for the brand campaign is simple – we offer quality.
9. How should we speak to them?
• The brand and tone is warm and enchanting, with a hint of spirituality
• The imagery used must have the power to draw the viewers in and enthral them, making them want to feel that mystical sense
10. Mandatories
• Green Fairy logo
• Web address
11. Creative guidelines
Imagery
• Images of people indulging in the product, appearing carefree, calm, at ease and happy
• Main person is somewhat concealed, long dark hair, tall frame, has a mystical sense
Headlines or thoughts
• Those who purchase Green Fairy are getting value for their money
• You can always rely on Green Fairy for low prices
• Green Fairy provides its consumers with an exceptional taste they’ll take pleasure in each time they drink it
12. Requirements
• Posters
• Brochures
• Full copies, colour finished, ability to immediately draw people in
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