I was a participant of the 2009 4As Institute of Advanced Advertising Studies. Essentially, the program takes young people in NY in advertising (with experience of 2-3 years or less), breaks them up into teams (mini agencies), and then have them battle it out against the other agencies in a new business pitch scenario. It's a mock process, but involving a real client--this year's client was Bulleit Bourbon. Teams are required to come up with the strategy, creative executions, media plan, etc. This was a great experience. My team (Hippocampus) was chosen by the client as well as a panel of judges to be the winner. This was our final deck. Happy to explain/clarify anything. Also would appreciate feedback if you have any. Thanks!

1. Bulleit Bourbon
may 12, 2009
hippocampus

2. create lasting experiences between you & your consumer
make your brand a memorable one
hippocampus

3. today’s agenda
- category analysis
- strategic framework
- the big idea
- integrated media & creative
hippocampus

4. the assignment
- drive awareness and trial of Bulleit Bourbon
- incremental case growth of 23,000
- convert 310,000 consumers to “adopter”
- bring the world of the distinguished outlaw to life
hippocampus

5. the situation
- overall category is at
- premium whiskey up 19%
- Bulleit is up 60%!
source: tns stradegy 2009
hippocampus

6. challenges become opportunities
david and goliath become a challenger
category clutter take unique POV
selective distribution leverage exclusivity
economic pressure spirits are high
Bulleit can rede ne bourbon and
what it means to be a bourbon drinker
hippocampus

7. the category
competitive overview
hippocampus

8. competitive market share
hippocampus

9. competitive landscape
premium
conformist outlaw
common
hippocampus

10. competitive creative
“american standard”
hippocampus

11. consumers agree
- “there’s nothing special about it”
- “it de nitely has an old-fashioned vibe to it”
- “pretty much the same as all the others”
- “i can’t tell the di erence between this and Maker’s”
Source: Agency Conducted Research
hippocampus

12. competitive landscape
premium
conformist outlaw
common
hippocampus

13. our competitive vision
special
“american “change
standard” agent”
mass
hippocampus

14. Bulleit is beyond your average bourbon
hippocampus

15. strategic framework
product
target the big idea
culture
hippocampus

16. product
hippocampus

17. bolder and spicier
hippocampus

18. palette preferences
bourbon a bourbon b
opinionated personalities prefer boldness
hippocampus

19. you’ll either appreciate us or you won’t
hippocampus

20. target
hippocampus

21. the anti-target
hippocampus

22. they t in, but never blend in
hippocampus

23. the distinguished outlaw
gatekeepers consumers
key niche opinion leaders leaders of their pack
208 - consider myself to be an in uential person/friends often 186 - consider myself a connoisseur of liquors/spirits
look to me for advice
175 - seeks out opportunities to try new things
205 - obtain news/current events from the internet
169 - interested in emerging media
205 - spend a lot time at bars/lounges
162 - often visit/write on blogs and download podcasts
hippocampus

24. it’s in their DNA to be di erent
hippocampus

25. not everybody is born with it
distinguished outlaw
hippocampus

26. you’ve either got it or you don’t
hippocampus

27. culture
hippocampus

28. what we’re tapping into
hippocampus

29. walk with me
hippocampus

30. hippocampus

31. hippocampus

32. hippocampus

33. hippocampus

34. hippocampus

35. hippocampus

36. hippocampus

37. why is this signi cant?
home sweet home
hippocampus

38. you’re either in or you’re out
hippocampus

39. strategic summary
product truth you’ll either appreciate us or you won’t
target truth you’ve either got it or you don’t
cultural truth you’re either in or you’re out
Bulleit is the opinionated bourbon for deserving individuals
hippocampus

40. the big idea
hippocampus

41. Bulleit Bourbon
few are Bulleit-worthy
hippocampus

42. integrated media & creative
hippocampus

43. our pov: word of whisper® communications
hippocampus

44. 3 key markets
25% of western residents are bourbon drinkers
43% of the western population regularly drink hard liquor/spirits drinkers
78% consider themselves heavy consumers of media
portland san francisco seattle
# of bourbon/
whiskey drinkers
2.8MM 390M 265M
within target
parameters
consumption of
spirits is heavy 220 205 200
(index)
hippocampus

45. the size of the Bulleit-worthy opportunity
3.2MM
1.3MM
distinguished outlaws
potential conversions
1.9MM
people with similar mindset
3.5MM
bourbon/whiskey drinkers
Source: IMS MRI Study
hippocampus

46. campaign rollout
pre-launch launch sustaining activity
generate curiosity engagement induce trial
hippocampus

47. 3 creative platforms
hippocampus

48. platform 1
hippocampus

49. followers
we live in a world of sheep
yet the distinguished outlaw follows no man
he thrives on his separation from the ock
Bulleit exists to help him break away

50. guerilla

51. on-premise/viral

52. guerilla

53. pr

54. print

55. print
gatekeeper-oriented publications

56. ooh

57. guerilla/mobile

58. online

59. online media

60. pop

61. campaign summary
positions Bulleit outside yet superior to the rest of the bourbon category.
Bulleit is seen as the independently-minded bourbon.
this is the campaign that sets Bulleit apart from the pack.

62. platform 2
hippocampus

63. natural selection
”in the struggle for survival, the ttest win out at the expense of
their rivals because they succeed in adapting themselves best to
their environment"
- Charles Darwin
Bulleit is a more evolved bourbon for a more evolved man

64. pr

65. social media

66. print

67. print

68. print

69. mobile

70. online

71. on-premise

72. on-premise

73. sponsorship

74. events
“survival of the ttest” parties

75. campaign summary
inspired by target insight de ning the distinguished outlaw as fundamentally, even
genetically, di erent from others around him.
looks entirely di erent than any bourbon/alcohol advertising - highly
di erentiating aesthetic.
while your competitors are stuck in the past, we can position Bulleit in the present
and push it into the future.

76. platform 3
hippocampus

77. Augustus
a unique and distinctive recipe.
a mysterious and fragmented story.
what if all the pieces came back together?
Tom has resurrected the recipe;
now it’s time to nd the man.

78. the journal

79. pr

80. on-premise

81. on-premise

82. microsite/social media

83. events/promotions

84. online banners

85. print

86. ooh

87. ooh

88. campaign summary
utilizes mystique surrounding Augustus Bulleit - his story, his disappearance.
creates insider community.
for those outside community, we create curiosity and desire to be part.

89. Q3’09 – Q4’10 media plan
hippocampus

90. campaign goals and metrics
campaign e ectiveness:
- site tra c
- measurable PR brand mentions (magazines, television, digital)
- sales increase within the campaign period
- distribution increase (availability in bars and liquor stores)
hippocampus

91. expected outcome
distinguished outlaw
3.2MM potential conversion
within 3 key markets + (gatekeeper/consumer)
targeting strategy
$1MM
75K Bulleit consumer conversions
5K incremental case sales growth
3+ reach of 5%
$1.5MM
200K Bulleit consumer conversions
10K incremental case sales growth
3+ reach of 15%
$2MM
310K Bulleit consumer conversions
23K incremental case sales growth
3+ reach of 25%
hippocampus

92. Bulleit Bourbon
few are Bulleit-worthy
but we are, and we’d love a shot.
hippocampus

93. q&a
hippocampus

94. appendix
hippocampus

95. it’s time to graduate
hippocampus

96. viral

97. viral
The Mystery of Augustus Bulleit