Course: Academy of Art University Creative Strategy 2, Spring 2012 Instructor: John Quintana (Goodby, Silverstein & Partners) The Challenge: Create a brand positioning and creative brief for Seagram's vodka by analyzing relevant trends in the alcohol category, auditing key competitors, and developing an audience persona.

1. BRAND
POSITIONING
JessicA MONACK
SEAGRAM’S
SEAGRAM’SVODKA
VODKA

2. BRAND FACTS
-Seagram’s vodka is made with American grain and is
distilled five times
-With a retail price of $10-$13 per fifth (750mL), it is
considered a“lower-tier” vodka brand
-Seagram’s made a name for itself with its varieties of
whiskey and gin
-Although vodka dominates the spirits industry,
accounting for 32% of all distilled spirits sold in the
U.S., vodka accounts for only a small portion
of Seagram’s annual sales
BRAND FACTS
1

3. CHALLENGECHALLENGE
-In this increasingly crowded category, how can Seagram’s
vodka find a way to stand out?
The annual International Review of Spirits vodka tasting in 2011
had over 143 entries, a new record.{ }
SEAGRAM’S VODKA
2

4. In Google Images, 25% of the first 20 images under the search key-
word “Seagram’s vodka” are pictures of Smirnoff.{ }
3

5. THE COMPETITIONTHE COMPETITION
-21% of U.S. vodka market (largest)
-Recent innovative all-inclusive media
campaign
-Heavy social media presence
(2-3 tweets per day on avg. since Nov.
2011, 300,000 Facebook fans)
-3rd largest globally imported vodka
(Swedish)
-5th largest in the U.S., Fastest-
growing spirit brand in U.S.
-“Cheap Chic” approach to market
Unlike Smirnoff and Svedka, Seagram’s has the
opportunity to own a space that does not
exist in the sphere of partying and clubbing.
4

6. -Seagram’s vodka is budget-friendly
-Premium vodka brands sell for double the price, but can
they truly boast double the quality?
-Due to the economic climate, people have been trading
down for affordable quality
$
This shift in favor towards lower-tier vodka
consumption is an opportunity for Seagram’s
to leverage their price point.
Not PAying the priceNot paying the price
5

7. Let’s stay inLet’s Stay in
-The Recession has also prompted a significant shift in favor of
at-home consumption of spirits
-Since June 2009, there has been a 13%
increase in off-premises consumption
10
5.7
Drinkspermonth
at home
Bars/
REstaurants
Drinking at home
saves money, and
offers a level of
comfort that most
bars, clubs, and
restaurants cannot.
6

8. MIXING&MatchingMIXING&Matching
-The process of creating cocktails using the techniques of molecular
gastronomy. The goal is to create greater intensities and varieties of
flavor.
-There are websites, books, and classes dedicated to mixology tips
and recipes, making mixology accessible
-Branching off of the DIY movement, mixology
offers a hands-on, home-made approach
Mixology invites creativity and
experimentation, without
having to be behind a bar.
7

9. WHO Will find this relevant?Who will find this relevant?
-Daunted by massive student loan debt and pressure to succeed
-More likely to plan their purchases versus purchase on impulse
-Purchase relatively more wine and spirits than older generations
did at a comparable age
-More likely to explore new and different alcohol beverage products
-80% claim appearing comfortable is social settings is extremely
important
“ambitious... but broke”
-Freshly-graduated from college, Millennials between 21-25
-Actively looking for or have just landed that first big job
8

10. These “Ambitious but Broke”
aspiring young professionals are
working with a tighter budget, but
still feel the urge to explore.
They have yet to establish their
“drink”
9

11. BRAND POSITIONINGBRAND POSITIONING
SEAGRAM’S VODKA
offers the CONFIDENCE TO MIx THAT APPLETINI YOU WERE TOO
EMBARRASSED TO ORDER AT THE BAR WITH YOUR COWORKERS
LAST WEek. WHY NOT TRY ADDING A DASH OF HOT SAUCE TO
YOUR COCKTAIL? Go Ahead, GARNISH WITH A MARSHMALLOW.
NO JUDGMENTS, NO RESTRICTIONS. WE SUPPORT THOSE BRAVE
ENOUGH TO BE THEIR OWN MIXOLOGIST WITHOUT BREAKING THE
BANK. WHEn HAPPY HOUR IS AT your place, the glass is
never half empty.
10

12. BRAND POSITIONINGBRAND POSITIONING
BRINGING affordable creativity to
your at-home happy hour.
11
1

13. RECOMMENDATIONSRECOMMENDATIONS
-Consideration should be given to updating bottle and
packaging to appeal to a younger crowd
-Consideration should be given to including mix tips
on the packaging
-Consideration should be given to a possible
partnership with affordable cocktail mixer brand(s)
12

14. CREATIVE BRIEFCREATIVE BRIEF
1. Background
In this economic climate, we have seen more
people trading down to lower-tier vodka brands, as
well as increased consumption of spirits at home.
While people are working with tighter budgets, they
still want the ability to explore different ways to spice
up their cocktails.
2. Objective
A campaign that illustrates how Seagram’s is the
perfect affordable vodka for mixing inventive drinks
at home with friends.
3. Target Audience
Freshly-graduated from college, Millennial
males and females between 21-25. Actively
looking for or have just landed that first big job,
they are plagued by student loan debts and be-
ing on their own. They’re curious and willing to
experiment with spirits, and they haven’t estab-
lished what their “drink” is yet.
4. What do we want them to think?
That Seagram’s vodka is the perfect spirit for mix-
ing their latest invention in cocktails. We want them
to see Seagram’s on the shelf and grab it because
they realize their casual night in imbibing with
friends will be incomplete without it.
5. Positioning
Bringing affordable creativity to your at-home
happy hour.
6. Unique Selling Point
Budget-friendly mixability.
7. Reason to Believe
Seagram’s vodka is priced lower than competitors but
is just as versatile and mixable.
8. Overall tone of the campaign?
Fun, adventurous, young, should invite social
interaction and playfulness
9. Deliverables
a) Interactive website allowing users to be virtual
mixologists and share their recipes with one another.
b) Smartphone app that acts as a “Mixologist Guide-
book”, with various affordable drink recipes.
c) Seagram’s Youtube channel with real-life mixology
experts bringing people drink ideas easily done at
home.
c) Seagram’s Vodka mixology coffee table book and/or
handbook.
13

15. THANK
YOU!

16. AppendixAppendix
SLIDE 1
1. http://www.infiniumspirits.com/brands/seagrams/
2. http://hypertextbook.com/facts/2005/ZoeAnnGilroy.shtml
3.. http://www.bevinfogroup.com/ME2/dirmod.asp?sid=&nm=&type=Mul
tiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E
9A8E4207&tier=4&id=CEE639CAB1124DB6AC7CF122C75932BD
4. http://www.stateways.com/ME2/Audiences/dirmod.asp?sid=261FD34
F67B34E7B8845C9E37D1E3704&nm=Industry+News&type=MultiPublis
hing&mod=PublishingTitles&mid=6EECC0FE471F4CA995CE2A3E9A8E42
07&tier=4&id=9CB6E6D74A174E3F99C18E649C1F0388&AudId=8E6CE
D8483C34932BAF89E529B244A54
5. http://www.referenceforbusiness.com/history/Pa-Ql/Pernod-Ricard-S-A.
html#b
SLIDE 2
1. http://www.tastings.com/spirits/features.html?features_id=87
Slide 4
1 http://www.adweek.com/news/advertising-branding/svedka-vodka-
gets-upgrade-105432
2 http://www.google.com/search?client=safari&rls=en&q=svedka+marke
ting&ie=UTF-8&oe=UTF-8
3 http://www.mobilemarketer.com/cms/news/advertising/7997.html
4 http://www.kunocreative.com/blog/bid/69996/New-Year-s-Eve-Mobile-
Marketing-with-Svedka-Vodka
SLIDE 5
1. http://www.mutineermagazine.com/blog/2010/06/u-s-spirits-con-
sumption-grows-for-12th-straight-year/
2. http://www.prnewswire.com/news-releases/us-spirits-consumption-
continues-13th-year-of-growth-consumers-slowly-return-to-on-prem-
ise-125833328.html
SLIDE 6
1. http://www.time.com/time/business/article/0,8599,2008139,00.
html#ixzz1tTmtUCVg
2. http://www.ibisworld.com/industry/default.aspx?indid=1685
3. http://inthemix.on-premise.com/2009/09/iwsr-vodka-fights-through-
the-turbulence/
4. http://www.bloomberg.com/news/2011-10-24/is-i-drink-alone-this-
recession-s-theme-song-the-ticker.html
SLIDE 7
1. http://citysip.com/global/on-the-cusp-of-cocktail-cool-the-
sippin%E2%80%99-5-spirited-trends-of-2012-edition-i/#.TztTN-aaK2x
2. http://www.chow.com/food-news/54866/10-raw-egg-cocktails/
3. http://www.mixology.com/issues/40sr/
4. http://cltampa.com/dailyloaf/archives/2011/05/31/cocktail-trend-
emotion-inspired-drinks-by-local-mixologists-plus-recipes
5. http://www.trendhunter.com/trends/high-tech-bartending
6 http://do415.com/event/2012/03/22/diy-mixology-limoncello-atholl-
brose-and-absinthe-infusions
SLIDE 8
1. Mintel Report: Marketing to Millennials US March 2010
2. Mintel Report: Marketing to College Students - US - July 2011
3. Tom Rosenstiel, Director, Pew Research Center http://pewresearch.
org/pubs/1516/millennials-panel-two-millennials-media-information
4. All Business Article http://www.marketingcharts.com/direct/18-24-
yr-olds-send-3k-texts-per-month-19310/
5. http://blog.nielsen.com/nielsenwire/consumer/millennials-redefine-
the-alcohol-beverage-landscape/
6. http://www.policymic.com/articles/5732/student-debt-crisis-is-likely-
to-get-much-worse
7. http://www.npr.org/blogs/thetwo-way/2012/04/23/151217630/ap-
analysis-half-of-recent-college-grads-are-jobless-or-underemployed