Background
Glayva is a blend of the finest Scotch malt whisky and exotic ingredients from around the world, from Mediterranean tangerine to Eastern spices. Crafted by Edinburgh whisky merchant Ronald Morrison, the secret recipe remains unchanged from the day it was first created in 1947 and is known only to Glayva’s master blender.
Glayva translates in Gaelic to “very good.” Known today as the world’s best liqueur, Glayva’s ‘liquid gold’ has won more IWSC (International Wine & Spirit Competition) trophies than any other, winning the IWSC best liqueur trophy an unrivalled five times.
Glayva’s rare depth of flavour creates a world of possibilities which can be explored with a variety of mixers, each one accentuating aspects of this wonderful liqueur. This delicious versatility and wealth of possibility makes Glayva the ideal start to your perfect drink. Whether you are relaxing with friends round the fire on a cold winter’s day, or partying into the night on a warm summer’s evening, you’ll discover a perfect Glayva mix to accompany the season – each bringing out a fresh aspect of Glayva’s rich character.
Some examples of mixed drinks are:
Glayva Blush – A crisp and freshing mix of Glayva with cranberry, crushed ice and lime.
Glayva Gold – A spicy and rich long drink of Glayva with ginger ale, crushed ice and lime.
Glayva translates in Gaelic to “very good.” Known today as the world’s best liqueur, Glayva’s ‘liquid gold’ has won more IWSC (International Wine & Spirit Competition) trophies than any other, winning the IWSC best liqueur trophy an unrivalled five times.
Glayva’s rare depth of flavour creates a world of possibilities which can be explored with a variety of mixers, each one accentuating aspects of this wonderful liqueur. This delicious versatility and wealth of possibility makes Glayva the ideal start to your perfect drink. Whether you are relaxing with friends round the fire on a cold winter’s day, or partying into the night on a warm summer’s evening, you’ll discover a perfect Glayva mix to accompany the season – each bringing out a fresh aspect of Glayva’s rich character.
Some examples of mixed drinks are:
Glayva Blush – A crisp and freshing mix of Glayva with cranberry, crushed ice and lime.
Glayva Gold – A spicy and rich long drink of Glayva with ginger ale, crushed ice and lime.
The Creative Challenge
Glayva is a little known Scottish liqueur. Awareness is small outside of Scotland, but our ambition for the brand is large.
1. Our past has been all about older, traditional users and consumption occasions.
2. Our future is all about younger, more contemporary users enjoying Glayva as a versatile, refreshing mixed drink in social environments. Our priority market is the UK.
Our challenge is that not many young people have heard of us. Even when they have, they are not sure how to drink Glayva. As a result of that, not many people think it is for them and so have not even tried it.
However, when they do, they really love it.
We believe that Glayva is the best liqueur in the world and worthy of its 5 IWSC awards. So much so that we have trade marked it, “Glayva. The best liqueur in the world”.
We need to create activity that resonates with our new younger target, and that drives awareness of Glayva and how it should be mixed and enjoyed. The activity needs to be consistent with the Glayva brand positioning and make the brand engaging, exciting and relevant.
1. Our past has been all about older, traditional users and consumption occasions.
2. Our future is all about younger, more contemporary users enjoying Glayva as a versatile, refreshing mixed drink in social environments. Our priority market is the UK.
Our challenge is that not many young people have heard of us. Even when they have, they are not sure how to drink Glayva. As a result of that, not many people think it is for them and so have not even tried it.
However, when they do, they really love it.
We believe that Glayva is the best liqueur in the world and worthy of its 5 IWSC awards. So much so that we have trade marked it, “Glayva. The best liqueur in the world”.
We need to create activity that resonates with our new younger target, and that drives awareness of Glayva and how it should be mixed and enjoyed. The activity needs to be consistent with the Glayva brand positioning and make the brand engaging, exciting and relevant.
Brand Values
- Confident
- Sophisticated
- Modern / Contemporary
- Social
Target Audience
Current consumer – Liqueur drinkers, older (40-65) with a strong male bias, currently Scotland biased.
Primary target – Males and Females aged 25-35, relatively affluent (ABC1).
Understanding of primary target
A few insights:
- They are curious to sample the latest food flavours, literature, films and style trends.
- Others may view them as aspirational, but they would see themselves as just busy – socially and at work.
- Enjoy heading out to bars, going out for dinner and entertaining their friends and family at home.
- Regularly read broadsheets and supplements.
- Likely to live with a partner and are either pre- or early-children.
- Will pay more for quality.
- Influenced by consumer comment and reviews online – NB. Personal referral extremely important.
- Believer that slow food is better than fast food.
- Local produce / authentic products / ingredients are worth paying for and can be good value without being cheap.
What / When / Where they drink, in this category or others:
- Disarrono, Drambuie, Cointreau, Pimms.
- Outside the category our target consumers will also drink lots of wine, premium vodka and gin.
- Bias towards mixed drinks. Simple long serves and cocktails in particular.
- Bars and clubs.
- Evenings / night time.
Creative Requirements
You are free to produce or design any campaign or activity that you think answers the challenges of the brief:
- You can consider any channel that you think is most relevant, i.e. on-trade v. off-trade v. event / street sampling, etc.
- You can consider all communication opportunities – channel or creative, i.e. traditional media, digital, mobile, on pack, on shelf, in-bar, sampling, ambient events, PR, point of sale, etc.
- You can consider product usage that you think would appeal to the target audience and drive them to trial and purchase.
- You can consider tone of voice. What language should we be tapping into to attract trial and purchase?
Mandatories
Designs should work within the current brand design and incorporate the Glayva logo, available in the project pack.
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