3 amigos
TRANSCRIPT
AMIGOS BRAND PLAN
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AMIGOS OBJECTIVES
• Make Amigos brand more cool and attractive to 18-24 market
• Increase Brand Awareness and Reinforcement
• Deliver Value, Interaction and Engagement
• Association with Parties, Celebrations & Student Nights
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Create 3 different flavours of Amigos Flavoured Beer AKA the ‘3 Amigos’
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• Create 3 Amigos characters (Juan, Jose & Javier)
• Options: Hints, Tips, Comic Story, Collectable Sombrero Hats to sit on top of Bottles / Bottle openers / Wine Stoppers
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• Sampling Amigos ambassadors (ambassadors sombrero hat & costume)
• Back bar, fridge & POS displays (sombreros, 3 Amigos POS &
inflatable bottles with Sombrero Hats on)
• Bar Staff (sombrero hat, moustache & costume /branded t-shirts) and Team Sales Incentives
• Promotions ‘Buy 3 Amigos Get 1 Free’ or ‘3 for £5’ - Drive Volume
• Social Media
3 Amigos On Trade
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• Amplify the Brand on Facebook through Mexican Props & Backdrop photos using RFID technology or social media Photo-booths
• Product research e.g. What is your favorite Amigos colour?
• Link to brand website, offers, vouchers, incentives & merchandise giveaways to drive On & Off Trade Brand Sales
3 Amigos On Trade 1000 attendees400 ave Facebook
friends2 posts per visitor
2000 posts to Facebook
Potential reach 400,000 (1,000 visitors x
400 friends)
800,000 Facebook Impressions(2,000 posts x 400 friends)
Potential for second generation
impressions to amplify event furtherLikes, Share &
Comments
1000 attendees400 ave Facebook
friends2 posts per visitor
2000 posts to Facebook
Potential reach 400,000 (1,000 visitors x
400 friends)
800,000 Facebook Impressions(2,000 posts x 400 friends)
Potential for second generation
impressions to amplify event furtherLikes, Share &
Comments
Each post can contain a web link to further engage the online viewers with the brand i.e. o taking them to the brand website o Facebook page o other unique content or o to redeem vouchers and offers
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3 Amigos On Trade
Whether it be sponsored Roadshows, DJ Tours, PA’s, Clubs, Arenas, Festivals or Sporting Events:
o is your Branded Event being aggressively marketed and promoted to drive footfall to your events
o is your Brand consistently visual throughout the venue for the duration of your events
o is your Brand engaging and interacting with consumers o is your brand associated with a successful event
o is the venue in tune with your Brand and ultimately driving sales o are you achieving true brand activation
Is your Brand receiving true interaction,engagement, and added value from your marketing investment with Leisure Companies?
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3 Amigos Off Trade
• 4 pack - Traditional Amigos bottles
• Special variety 6 pack promotions - 2 bottles of each Amigos colour (could be delivered at high peak trading periods like Christmas and big sporting events with Sombrero Giveaway)
• Sampling with Amigos stands (Store staff / ambassador team with Sombrero & costume and 2 inflatable Amigos bottles with Sombrero Hats on)
• Joint venture with El Paso - Tex Mex meal for 2 (includes 4 pack of Amigos)
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3 Amigos Distribution Channels
• Bars • Clubs• Hotels • Stadiums / Arenas• Mexican / Latin Restaurants• Supermarkets• Convenience Local Stores• On-line
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