american honey proposal
DESCRIPTION
Advertising campaign for American Honey in NigeriaTRANSCRIPT
Suggested Brand Positioning and CommunicationNigeria 2012
®
© Hybert Design 2012 | Drink Responsibly
®
© Hybert Design 2012 | Drink Responsibly
Suggested Brand Positioning
US positioning à Primarily a shooter à Aligned with Jagermeister à Aimed at men à Heavy American theme derived from the origin of Wild Turkey Bourbon in Kentucky
à Promoted in the ski, beach and bar scenes incorporating mixers
Nigerian positioning Ð Primarily an “on-ice” liqueur Ð Aligned with Baileys and Amarula Ð Aimed at 50% men, 50% women Ð Veer away from the American theme and
focus on enjoying good times with friends Ð Promoted in upmarket bars, clubs and
restaurants as a premium “on-ice” liqueur
®
© Hybert Design 2012 | Drink Responsibly
Nigerian Market
Party
Friends
Affluent
Nightlife Fashionable
®
© Hybert Design 2012 | Drink Responsibly
Nigerian Market
Affluent Single Male
Party Couples
®
© Hybert Design 2012 | Drink Responsibly
Concept 1 – Graphics
© Hybert Design 2012 | Drink Responsibly
®
© Hybert Design 2012 | Drink Responsibly
Concept 1 – Graphics
© Hybert Design 2012 | Drink Responsibly
®
© Hybert Design 2012 | Drink Responsibly
Concept 1 – Graphics
Mixers Ð Kahlua/Tia Maria & American Honey
Coff ee Honey or Black Gold
Ð Ginger liqueur & American HoneyGinger Honey or Orange Gold
Ð Lemon liqueur & American HoneyLemon Honey or Yellow Gold
Ð Baileys & American HoneyCream Honey or White Gold
®
© Hybert Design 2012 | Drink Responsibly
Concept 1 – POS & Promotion
© Hybert Design 2012 | Drink Responsibly
Honey dipper stirrer, hexagonal ice cubes and hexagonal drinks coaster
Hexagonal storage unit with lighting
Gold bar themed packaging, chocolate giveaways and hexagonal scented candles
Hexagonal POS display Vault themed fridge holding gold bar packaged bottles
Branded glasses
On-trade POS
Off -trade POS
®
© Hybert Design 2012 | Drink Responsibly
Concept 2 – Graphics
© Hybert Design 2012 | Drink Responsibly
®
© Hybert Design 2012 | Drink Responsibly
Concept 2 – Graphics
© Hybert Design 2012 | Drink Responsibly
®
© Hybert Design 2012 | Drink Responsibly
Concept 2 – POS & Promotion
© Hybert Design 2012 | Drink Responsibly
Bottle carrier and cool sleeve Hexagonal themed display
Promotional giveaways
Hexagonal themed bottle rack
Off -trade POS On-trade POS
®
© Hybert Design 2012 | Drink Responsibly
Concept 2 – iPhone App
SHOW ME THE HONEY ®
106 Broad StreetUnumfa StreetBreadfruit StreetUdulami Street
SHOW ME MORE HONEY
®
106 Broad StreetTinbu SquareLagos
OPENS10.00 until late
T: 003254 232 22
www.lagosbar.com
SHOW ME THE HONEY ®
106 Broad StreetUnumfa StreetBreadfruit StreetUdulami Street
SHOW ME MORE HONEY
®
106 Broad StreetTinbu SquareLagos
OPENS10.00 until late
T: 003254 232 22
www.lagosbar.com
SHOW ME THE HONEY ®
106 Broad StreetUnumfa StreetBreadfruit StreetUdulami Street
SHOW ME MORE HONEY
®
106 Broad StreetTinbu SquareLagos
OPENS10.00 until late
T: 003254 232 22
www.lagosbar.com
iPhone Application“Show me the Honey” GPS searching app for local bars serving American Honey. Device shows directions, contact details and promotions.