MARKETING SOCIETY SCOTLAND STAR AWARDS 2013

Transcription

1 MARKETING SOCIETY SCOTLAND STAR AWARDS 2013 CATEGORY: Brand Development TITLE: Driving Growth Through Flavour Innovation AUTHOR: Lee Walker

2 EXECUTIVE SUMMARY Jim Beam Bourbon has been in the UK market for many years. Despite high levels of awareness, consumer ambivalence has limited growth. In 2012, Jim Beam implemented an innovation strategy to encourage reappraisal of the brand, making Jim Beam relevant to a new, younger consumer and delivering total growth of +58%*. MARKET BACKGROUND Imported Whiskey, although one of the smaller spirits categories, has consistently been one of the fastest growing over recent years, performing ahead of total spirits by +1% volume and +8% value*. It is, however, a category dominated by one core brand, Jack Daniels. With 65% market share of Imported Whiskey and continued high levels of investment over the last 20 years, it has one of the strongest loyalty pyramids within FMCG with 92% loyalty and 75% consideration**. Innovation has been minimal with aged variants and limited editions such as Gentleman Jack and Single Barrel being the main contributors. THE JIM BEAM CHALLENGE Jim Beam is a well recognised brand name within the UK spirits category with 78%** consumer awareness, however, despite these high levels, usage is considerably lower and Jim Beam is seen as average, with little to differentiate it**. This means that the brand sits in the precarious, yet fortunate, position where consumers neither love us nor hate us! Fortunate in the sense that we have the chance to seize the opportunity to increase awareness and relevance, giving consumers a reason to add Jim Beam to their repertoire.

3 What do we know? We know that our consumer will drink Jim Beam over Jack Daniels if there is a strong enough reason for them to purchase*** We know that 50% of Jack Daniels drinkers also drink Jim Beam** Our challenge is threefold: The Category Challenge Grow the Imported Whiskey category by bringing NEW consumers in to the category The Brand Challenge Change the perception of many that Jim Beam is NOT Jack Daniels poor relation Build Jim Beam s reputation as a CREDIBLE BOURBON The Consumer Challenge To engage our consumers and get them to reappraise Jim Beam Get young men aged 21+ To recognise Jim Beam bourbon as a bold choice By being relevant in their lives OBJECTIVES Drive reappraisal of the Jim Beam brand through innovation by: o Cementing Red Stag as a credible alternative for 18 25yr olds and recruiting new consumers into the Jim Beam trademark and Whiskey category o Be first to market in the UK with a Honey variant by launching Jim Beam Honey with excellence in a unique, innovative way o Grow Jim Beam White through successful implementation and activation of Red Stag and Jim Beam Honey WHO ARE WE TALKING TO? The Jim Beam target consumer can be defined simply as The Guys. 21+ males, your everyday, genuine bloke who is looking for something real in their brand I ve no need for posing, I just want a drink with a story I can share with my mates Being accepted is key to these guys friendships play an important role in their world They want to share experiences and funny stories be it in person or through social media Nights out and socialising are a big part of their lives and drinking something different and interesting is important

4 RED STAG Brand and Activation Objectives Following a successful launch in 2011, the central focus for Red Stag in 2012 was on maintaining momentum and driving volume and ROS as well as increasing the breadth of our consumer engagement. Raise awareness of the Red Stag brand amongst the key target consumer through outstanding visibility and engaging activation Drive brand relevance through credible partnerships Increase engagement through building social network Encourage reappraisal of the Jim Beam Brand The Campaign RED STAG LEADING THE HERD WITH FRESH TRACKS IN THE UK In 2011 Red Stag, Jim Beam bourbon infused with natural black cherry, launched in the UK and started to seed itself as a pioneer of new talent and party experience. Then in 2012 we simplified and built on this to establish Red Stag as a trailblazing brand that creates fresh tracks that people want to follow through championing an eclectic mix of music and unforgettable party moments. We developed partnerships with some of the UK s most credible media, music and party leaders and brought them to life through a 360 campaign throughout 2012 incorporating This was taken across 1. TV 2. Press 3. Radio 4. O2 5. Social Media 6. Trade Media Total media campaign encompassing TV, Radio and Press reached over 9,000,000 target yr olds! Red Stag partnered with Bauer Media, a multi-platform, UK based media group widely recognised as industry innovation leaders to build an association with new music in an exciting campaign culminating in the sponsorship of the Best Album Award at the highly coveted Q Awards!

5 1. TV In conjunction with 4Music, Kerrang and The Box Music channels, a bespoke promotional 60 second ad was created to build the Fresh Tracks platform and encourage consumers to visit the Red Stag UK Facebook page to enter a series of relevant competitions with the ultimate prize being tickets to the Q Music Awards in London. Targetting the core yr old consumer, the ad used new, up and coming talent including Ursa Minor and Laurel Collective with the TV campaign running from August 2012 to December Each month featured a different promotional offer, communicated in the end frame to build awareness and drive engagement pre Q Awards and build loyalty post. 2. PRESS To support the TV ad, we worked in partnership with Q Magazine to promote the brand association with fresh talent, encouraging readers to nominate their best fresh track and nomination for the Best Album at the Q Awards via the Red Stag Facebook page. Q Magazine is the most credible publication within the music industry with a circulation of 80k.

6 3. RADIO Working with Q and Kerrang radio channels, targeting the core 20+ male, Red Stag created 10 creative executions of 30 second bursts that both promoted Red Stag by Jim Beam as a Cherry infused bourbon and directed consumers to the Red Stag Facebook page to vote for their favourite fresh track and enter to win tickets to the Q Awards. Red Stag sponsored Unsigned by Alex Baker on Kerrang and Essential Album of The Week on Q. The Q Awards All of the above activation culminated in sponsorship of BEST ALBUM at one of the most coveted music awards in the UK! As a category partner, Red Stag: Was associated with the awards and the 3 warm up events at the HMV Forum Deployed Fresh Tracks sampling squads at the pre gigs Owned the main bar branding at the pre gigs and the awards Ownership of the category Best Album Sponsored by Red Stag which was won by Bobby Womak Product at the Awards bar and on tables Hosted 8 x winning consumers and 8 x trade customers at the awards

7 4. O2 Academy and Propaganda Activation There are 26 O2 music venues throughout the UK attracting 3.5million consumers per annum. In 2012, Red Stag partnered with O2 Academies to become the preferred shot serve, targeting the core O2 consumer of 20+, offering an alternative to traditional shot brands. The Fresh Tracks campaign focussed on trial and engagement, working in partnership with one of the biggest Indie nights, Propaganda, playing to more than 10,000 consumers per week. Red Stag trialled consumers with chilled serves at all Propaganda nights over the key student months, April to June. On entry consumers were given a branded plectrum to trial Red Stag and in a balloon drop at midnight, at each of the Propaganda events, consumers had the chance to win a Red Stag mask, a free Red Stag serve or an MP3 player. All activity was centred around driving trial of Red Stag and in turn raising awareness of Jim Beam amongst a new, younger consumer.

8 To build awareness and credibility amongst the core consumer, Red Stag partnered with the Propaganda DJ Tour, working with top UK bands, Bloc Party and Bombay Bicycle Club! The tour visited 7 O2 venues through May and June, and reached over 2million consumers! Social Media To further connect with our target consumer and build regular conversation, the Fresh Tracks activity was supported with a 3 month Facebook campaign from July to August. During the campaign, the brand made a new friend every 10 minutes!

9 At the peak of the activity, on the run up to the Q Awards, we gained 1,100 new fans in 3 weeks and 80 Fresh Tracks prizes were given away. Consumers had the opportunity to win tickets the Q Awards and specially created playlists from Bloc Party and Bombay Bicycle Club. 5.TRADE On Trade Building the consumer touch points for Red Stag, the Fresh Tracks campaign came to life in selected bars in 13 UK cities. 300 simple, highly visible point of sale brought Fresh Tracks to life, with a Red Stag antler mask given away with every purchase and directed consumers to the UK Facebook page to have their chance to win tickets to the Q Awards and other Fresh Tracks prizes.

10 Off Trade Completing the consumer journey, Fresh Tracks was activated in 4 key Multiple Grocers with Off Shelf display and promotional neck collars on all bottles of Red Stag. To help build the association with the parent brand, display units and shelf trays were dual branded with Red Stag and Jim Beam White. JIM BEAM HONEY Brand and Activation Objectives Gain first mover advantage by being first to launch Be first to market with a Honey flavoured bourbon in the UK Launch in a unique and innovative way that would draw new consumers to the Jim Beam franchise Open Jim Beam to wider whiskey occasions through an approachable liquid with broader appeal Enhance Jim Beam s reputation for being category leaders in innovation Encourage reappraisal of the Jim Beam brand

11 LAUNCHING WITH INNOVATION Over the 2 days, the Jim Beam Honey Hive sampled 2,300 consumers and hosted 15 journalists from key Trade titles Jim Beam Honey, Jim Beam bourbon infused with real golden honey, launched in April 2012 to further develop the approachability of the Jim Beam family following the successful launch of Red Stag in To gain a first mover advantage over the competition, we wanted to create a real BUZZ around the launch, providing a unique brand experience and a story that consumers and press wanted to share. The Build Up! A pop-up beehive was constructed in just 3 days arrived in Broadgate Circle, central London to host consumers and press for an interactive and surprising launch of Jim Beam Honey! Two beekeepers flyered in Broadgate Circle and the immediate surrounding area between 12:30pm and 2:30pm on Wednesday 25 April and Thursday 26 April. This targeted the lunchtime traffic from surrounding offices, raising awareness of the event and encouraging consumers to attend. 1,000 flyers were distributed in total across the two days.

12 We worked closely with the Broadgate precinct to utilise their marketing tools, including the website (uu. 3,225), newsletter (distributed to 30,000 target audience, office workers in the area) and eight poster sites Inside The Hive Bee-hind the bar! Ten branded beekeepers (trained barmen) served drinks throughout the evening to consumers and press. Beam Honey Buck cocktails and Jim Beam Honey on the Rocks were served to consumers. The trade press were also served a bespoke Honeycomb cocktail during a special press preview before the hive opened to the public. Special Jim Beam Honey tokens, complete with the Twitter hashtag, were distributed and exchanged for drinks at the bar (two per person)

13 To create a real buzzing atmosphere, a bespoke soundtrack was created by Yolanda Be Cool! International DJ duo Yolanda Be Cool created a seven minute mash-up using Flight of the Bumblebee and Beez in a Trap by Nicky Minaj. Bumblebees choreographed a hive stopping, heart in mouth, performance, flying through the air as consumers enjoyed a Jim Beam Honey serve. The in-house DJ played upbeat tracks, in fitting with the mood of the beehive throughout both evenings Strips of the bespoke track are being used on the next Yolanda Be Cool album!

14 RESULTS OVERALL JIM BEAM Total Jim Beam franchise has grown +58% in volume and +53% in value in the latest MAT* Jim Beam White is now a serious contender in Imported Whiskey with volume +46% and commanding a 5% share of the category* Relative to the competitive set, awareness and trial of Jim Beam have strengthened year on year!** o Awareness indexed against the category average = +9 year-on-year o Trial indexed against the category average = +8 year-on-year Jim Beam drinkers have increased by 46,000 since Q3 2012*** DRIVEN BY.. RED STAG Over 6m consumers reached through Fresh Tracks activities : O2, Propaganda, Digital, Student Ambassador Over 14,500 consumers sampled through Fresh Tracks sampling squad 25,000 Red Stag Antler masks given away in the On Trade and O2 music venues 24,000 Q Awards promotional neck collars in the Off Trade Facebook fans increased by +247%

15 Red Stag has the 3 rd highest Brand Potential score among year old spirits drinkers and the current highest conversion from trial through to regular consumption**. Although awareness is still building (18%), there is a core consumer group who are already loyal to the brand, with more than one in 10 consumers having tried it**. Delivering profitable growth: growing the Jim Beam family and category, Red Stag has added 7.5m in value to Jim Beam and the Imported Whiskey category JIM BEAM HONEY Successfully launched ahead of major competitor! At nearly 7k c/e is only 9 months, Jim Beam Honey is performing ahead of more established brands such as Woodford Reserve and Jack Daniels Single Barrel Secured 39 pieces of Consumer editorial coverage with 108,698,343 opportunities to see 124 followers on Twitter in only 5 days creating real word of mouth! Although still in its infancy, Jim Beam Honey awareness levels are already on par with Red Stag!** * = Off Trade data TNS to WE 05/01/13 = On Trade date CGA Centro to WE 01/12/12 ** = Millward Brown Brand Health Tracker Dec 2012 *** = TGI Drinkers Jan 2013

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