Square One Vodka (launch into Australian market)

Advertising Requirement:
Media plan for a launch into the Australian market, with a $1m budget. Must include TV, combined with other channels. Which channels you use - when, where and how much - is completely up to you, as long as you can justify it.

Background:
Square One Organic Spirits, founded by spirits and cocktail lover Allison Evanow, is a female-owned boutique organic spirits company founded with the sole mission of creating innovative organic spirits and cocktails with an eco-conscious mindset.

Square One pioneered the concept of organic spirits 15 years ago and the distinctive and USDA certified organic spirits, mixers and cocktails portfolio use only superior grains and plant botanicals to craft an award-winning portfolio.

Square One's business philosophy includes seeking out eco-friendly choices in all parts of the business, including using soy inks, FSC certified and carbon neutral face labels, wind- power at the distillery and designing a bottle that is stylish enough to be reused.

Product:
They want to launch one or all of their products into the Australian market. Need you to advise, and justify your choice. Refer https://squareoneorganicspirits.com/

They are unfamiliar with the Australian market - vodka competitors, consumer taste preferences, events, trends, environmental consciousness etc, so they need your expertise.

Target Audience:
Either consumers 18-24 or 25-34 years, working full time (we are not sure which is the better target age bracket, so please justify your choice).

Business Objectives:
20% of vodka sales in licensed pubs and clubs.
20% of vodka sales in retail liquor outlets such as Dan Murphys.

Support:
Vodka is an established drink and often drunk neat or in cocktails. There are opportunities to create merchandise to support the exclusive nature of this brand. The brand is also open to sponsorship and product placement.

Budget:
$1,000,000 - for all media spend, research, tracking and any other activity you deem necessary. NOTE: Production is not included, as a separate budget will cover this. Please spend entire $1m budget on media.

 

Please help mr identify brand challenge, insight and media idea for this Client