lepor presentation

LeporAna Paulina Lopez Charlotte BurudJanus Skovby AndersenMarinnah DiasRabih Morra

Charlotte Marinnah Janus Rabih Ana Paulina

Main Challenge

Change the perception of wine drinking

Lepor

• Name: Latin for elegance, charm, wit, captivation, enchantment, fascination

• New product line: Sparkling Wine

• White & Rosé

• New bottle and label design

• Two different sizes: 750ml & 330ml

Objective

To position Round Pond’s new sparkling wine Lepor as the trendy alternative to the classic nightlife drinks in the LGBTQ community.

LGBTQ

• Population in the US 14 – 16 million

• 71% remain loyal to brands that support the LGBTQ community

• 47% consider purchasing brands with advertising clearly tailored to the LGBTQ community

• Drinks 16% more than straight people

Target Audience

• LGBTQ community

• Located in the US

• SF, LA, NY, Miami and Washington

• Age 26-33

• Trendsetters

• Upper-middle and upper class

• Single and dating

• Works in mid and upper-tier companies

Andrew & Carla

• 28 years-old

• Software developer in San Francisco

• Single and enjoys wine with any occasions

• 31 years-old

• PR consultant in New York

• Single and cocktails when clubbing

Competitors

Purple Hand Beer Manhattan Egalite Sparkling Wine Rosé Cosmo

Lepor Value Proposition

Lepor is the drink for sophisticated individuals who challenge the status quo and

want to transcend the nightlife experience.

Tagline

Transcend your momentsTranscend your life

Lepor

Matt Bomer

• Gay

• Applies to target audience

• Actor

• Advocating for the LGBTQ community

Magazines

AD 3

Out of home

Out of home

TV

Digital & Social Media

Facebook Twitter

Digital & Social Media

Digital & Social Media

Digital & Social Media

Digital & Social Media

Digital & Social Media

Digital & Social Media

Website

Promotion

1. Social media contest#MeetMatt

2. Win wedding reception on the Round Pond Estate

Promotion

EventsSponsored

EventsBrand

• Launch partyRound Pond Estate April 11th

• Christmas partyNew YorkDecember 18th

CSR

• Marriage equality

• Donating 2% of revenue

• Fundraising party

Recap

• Change the perception of wine drinking

• Illustrates class, charm, elegance, captivation, enchantment, nightlife, playful

James Bond

• “What makes you think this is my first time?” – Skyfall

• Matt Bomer as new James Bond

• James Bond is gay

• Drinks Lepor

• Introduce Bond Guy

Timeline

Q&A

Budget

OUT OF HOME $1 944 000,00

DIGITAL MARKETING $111 000,00

IN HOUSE $3 197 500,00

TV $14 200 000,00

SOCIAL MEDIA $8 000 000,00

SPOSERED EVENTS $90 000,00

BRAND EVENTS $10 000 000,00

PROMOTION COST

MATT BOMER $2 000 000,00

UBER DRIVE $200 000,00

SOCIAL MEDIA CONTEST $100 000,00

JAMES BOND BRAND $60 000 000,00

TOTAL $99 842 500,00

BudgetMEDIA COST     EVENT COST   PROMOTION COST

OUT OF HOME # IMPRESSIONS $ IMPRESSIONS TOTAL $   SPONSERD EVENTS TOTAL $   ACTION $

BILBOARD (72 bilboards X 6 months) 432 $3 000,00 $1 296 000,00   SF WINE $10 000,00   MATT BOMER $2 000 000,00

POSTER (72 posters X 6 months) 432 $1 500,00 $648 000,00   D.C. NOH8 $10 000,00   UBER DRIVE $200 000,00

TOTAL OUT OF HOME $1 944 000,00   WHITE PARTY $10 000,00   SOCIAL MEDIA CONTEST $100 000,00

DIGITAL MARKETING # IMPRESSIONS $ IMPRESSIONS (6 months) TOTAL $   MIAMI PRIDE $10 000,00   JAMES BOND BRAND $60 000 000,00

ROUND POUND PAGE CREATION AND MAINTANCE $15 000,00   SF PRIDE $10 000,00   TOTAL P. COST $62 300 000,00

ESQUIRE PAGE 4 $6 000,00 $24 000,00   L.A. PRIDE $10 000,00      

VOGUE MEN PAGE 4 $6 000,00 $24 000,00   NEW YORK PRIDE $10 000,00      

GQ PAGE 4 $6 000,00 $24 000,00   WASHITON PRIDE $10 000,00      

OUT PAGE 4 $6 000,00 $24 000,00   FOLSOM FESTIVAL $10 000,00      

TOTAL DIGITAL MARKETING $111 000,00   TOTAL SPOSERED EVENTS $90 000,00      

IN HOUSE # IMPRESSIONS $ IMPRESSIONS TOTAL $   BRAND EVENTS        

VOGUE MEN 6 $160,000.00 - 300,000.00 $1 060 000,00   LAUNCH EVENT $5 000 000,00      

OUT 8 $65,000.00 - 130,000.00 $650 000,00   CHRISTMAS PARTY $5 000 000,00      

ESQUIRE 8 $80,000.00 - $150,000.00 $760 000,00   TOTAL BRAND EVENTS $10 000 000,00      

GQ 8 $82,500.00 - $160,000.00 $727 500,00   TOTAL COST IN EVENTS $10 090 000,00      

TOTAL IN HOUSE $3 197 500,00            

TV (150k - 200k) # IMPRESSIONS $ IMPRESSIONS TOTAL $            

SCANDAL 17 $200 000,00 $3 400 000,00            

HOW TO GET AWAY WITH MURDER 10 $200 000,00 $2 000 000,00            

X-FACTOR 18 $200 000,00 $3 600 000,00            

KEEPING UP WITH THE K 18 $200 000,00 $3 600 000,00            

LOOKING 8 $200 000,00 $1 600 000,00            

TOTAL TV $14 200 000,00            

SOCIAL MEDIA #CLICKS $ CPC TOTAL $            

FACEBOOK 2000000 $1,00 $2 000 000,00            

TWITTER 1481481,481 $1,35 $2 000 000,00            

YOUTUBE 10000000 $0,20 $2 000 000,00            

GRINDER 8000000 $0,25 $2 000 000,00        

TOTAL $99 842 500,00TOTAL SOCIAL MEDIA $8 000 000,00        

TOTAL COST IN MEDIA $27 452 500,00        

Facts• A new national survey found that 74% of the LGBT adults are likely to consider brands

that support nonprofits and/or causes that are important to them as a LGBT person. (A Nielsen Company, 2011)

• LGBTQ community earn more, save more, have less debt and are better prepared for retirement than straight people. (CNN)

• Yahoo survey of its users found 7.1% of adults over age 18 identified as LGLBT, totaling 18 million in the U.S.

• More than 50% of the LGBT community lives in big and medium cities

• Gay women also have children more often than gay men (roughly a third, compared to a fifth for male couples), lowering their disposable incomes.

• 60% of the gay men are singe and only 38% of lesbians are single