The M1&M2 Advertising Competition took place in London on the Friday 30th November. 8 agency teams took part and were evaluated by two, three-member judging panels comprised of professionals from the ad industry. The Brief was to launch a French liqueur called IZARRA (of the Rémy Cointreau Group) on the UK market as a trendy cocktail. The task was very challenging as the brand, completely unknown in the UK market, had only recently been relaunched in the South West of France (the brand’s origin) after 13 years of absence.

1. izarra
SUPER GAZOLE
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2. jeudi 29 novembre 12

3. brief
reminder
«Launch the Brand on the European
market using the UK as a jumpboard.»
stage 1
Introduction to bars, cafés, hotels and
restaurants for cocktail consumption.
stage 2
Establish the brand in mainstream
distribution channels and the trend of
using Izarra spreads to home consumption
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4. izarra
in few words
*Originally a liqueur
*Authentic brand *the will of making
*Basque Territory cocktails and being trendy
*Cointreau group
3 products
character products
plants / spices
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5. market
research
*alcohol market
*In 2010, 17% of men and 10% of women (aged 16 and over) reported
drinking an alcoholic drink on five or more days in the week.
* The United Kingdom however, has seen an increase of 9% over these three
decades
*Cocktail market
*A rise in cocktail consumption & demand for traditional & authentic brand.
*The consumers tends to be more incline to pay for higher quality alcohol but
in a lesser amount.
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6. THE
law
* Do not aim at minors
* No link between the alcohol comsuption with physical performance
* No contribution towards social & sexual success
* Do not show alcohols as a stimulant
* Not encourage immoderate consumption
*Not shall high alcohol content as a quality
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7. competitive
landscape
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8. jeudi 29 novembre 12

9. our
statement
* The basque country and its traditions are unknown in UK
* In UK, liquor is not consumed as in France (Needs to be mixed in a
cocktail)
*There is a paradox : its roots which are on one side the liquor used
as a digestive and on the other side the cocktail as a new way of
consumption in trendy parties
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10. STRATEGIE
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11. THE
problematic
«How to establish Izarra through its identity and
heritage on the european market in a legitimate and
perennial way while its products tend to be
consumed in a different way ?»
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12. Target
audience
core target
25-35 y.o
b2C ABC1 demographic categories
middle / upper class
Love going out / Friends
Music / Technologies / Exhibitions
Trendy people
Are aware about the lastest trends
b2B Professionals / Media
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13. jeudi 29 novembre 12

14. strategic
reflexion
DNA of Izarra
* DNA determines the characteristics of a person or something
* It is bound to be mixed to obtain the infinite
combinations
* Izarra has its own DNA comprising its history, its values, its
authenticity and taste
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15. our
positioning
« Izarra was born to make cocktails »
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16. our
promise
« Izarra, unlimited tasty combinations»
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17. creation
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18. creative
concept
« The perfect alchemy »
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19. D R I N K R E S P O N S I B LY - F O R F U RTH E R I N F O R MAT I O N W W W. D R I N K AWA R E . C O . U K
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20. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UK
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21. D R I N K R E S P O N S I B LY - F O R F U RTH E R I N F O R MAT I O N W W W. D R I N K AWA R E . C O . U K
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22. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UK
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23. DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UK
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24. media
press
elle gq metro
Total circulation per month :190 000 Total circulation per month : 125 825 Free Newspaper
Male/Female: 5% / 95% Male/Female: 83% / 16% London readership: 2 020 000
Average age: 30 Average age: 33 Circulation: 745 000
AB: 34% London/SE: 50% Average age: 31
ABC1: 76% ( 288 000)
November/December/January
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25. media
press
November/December/January
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26. non media
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27. EVENT
b2b To promote Izarra 54
* wine and spirits
professionnals and the
press relation
* In a authentic cellar
*A remimber to the
basque territory
*Pierre Oteiza.
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28. big
event
The central point of our communication
NAME : «The perfect Alchemy»
WHERE : Hackney House in Shoreditch
WHEN : One week before the London Cocktail Week
HOW MANY PEOPLE : 400
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29. big
event
The starting point
« The risk is to interpret Izarra as a chemical brand »
The concept
« Vegetable/digital »
Talk about the origin of the product :
the plant
«we have made a step back to make a leap forward»
From the plant to the cocktail
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30. big
event
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31. promotion of
the event
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32. vegetable
qr code
Marble arch
green park
Example of a vegetable QR code
Smells of Izarra plants
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33. event
website
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34. teaser
video
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35. Facebook
To promote the event on facebook
flyer
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36. press relation
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37. Press A press conference
relation 2 hours before the big event in hackney house
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38. digital
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39. web
app
Mobile App
«Make yourself your cocktails with multiple ingredients
/ Submit them to Izarra»
*The most populat ingredients will be used to create Izarra cocktails.
* Izarra will test the results
* Creation of a data design in the same idea as the graphic codes of the
posters.
* Izarra will organize events in bars where favourite cocktails will be
proposed
+ Allow Izarra to explore trends about customers’ tastes.
+ The consumactor
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40. jeudi 29 novembre 12

41. digital
facebook
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42. planning
budget
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43. the
planning
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44. the
budget
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45. the
budget
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