orlando’s® beer brand strategy

What’s in a name

UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.

Originally from Roland, an old German name meaning

“ Famous Land or Renowned Land ”

Logo Design & Icons


The Dragon symbolizes life and growth and issaid to bring the five blessings: Harmony,Virtue, Riches, Fulfillment and Longevity

Original and distinctive logo and proprietary Dragon icon inspired by a simple premium impactful packaging expression that elegantly expresses both thebrand and product quality as well as reflects the smart nature of the design

Tasting Notes


* Brewed in accordance with the “ Reinheitsgebot”. the German Purity Law of 1516.

Alc 4.8 % Vol

INGREDIENTS: Water, Malted Barley, Hops, Yeast.

Original Premium Lager Beer, delicately handcrafted and brewed to perfection in Germany using only the finest quality ingredients.A perfect balance of a rich golden color, distinctive hop aroma with a subtle nose setting the stage for the soft, rounded flavors, an almost imperceptible fruit sweetness gives way to the medium bitterness and delicate dryness.Delicate & very smooth refreshing taste, medium in body and carbonation with a crisp clean finish and best enjoyed when properly poured into ORLANDO’S exclusive Fresh beer glass for the Ultimate Beer Experience ! TM

Brand Mission Statement


To provide the discerning consumer with a Premium Lager Beer Brewed to Perfection, complex in flavors that is easy to drink, refreshing, enjoyable and inspired with a simple yet sophisticated desirable design.

Brand Objective & long Term Vision:

To become one of the most preferable worldwide Premium beer.


Brand Consumers Attributes:

Male and Female 21 Plus – Independent – Trendy – Worldly – Prestigious – Successful – Achiever - Classy Confident – Charismatic – Passion for Innovative stimulus – Strong Social Networkers – Very much attracted to sophistication and to a world-class lifestyle. Sensuality is an important trigger to keep their levels of adrenaline always up to date.


ORLANDO’S® USP:

Unique Selling Proposition:

Reasons to Believe:

ORLANDO’S® Premium Lager Beer Handcrafted, Brewed and Bottled in Germany using only the Finest Ingredients, Pure Quality authentic beer according to the “REINHEITSGEBOT”, German Purity Law of 1516.


ORLANDO’S® Brand Drivers:

EMOTIONS ORLANDO’S® Knows how to

connect with its consumers on an

emotional and very rewarding

experience.

AWARENESS ORLANDO’S®

Is working on its worldwide presence

to increase consumer’s highest levels of preference

VALUES ORLANDO’S®

Delivers more values than people might

expect

UNIQUENESS ORLANDO’S® Gives customers

valuable reasons to believe in its world-

class excellent qualities

ORLANDO’S® BRAND DRIVERS


ORLANDO’S® Competitive Advantages

ORLANDO’S® has been conceived to cultivate long-term preference and loyalty, while challenging a behavioral consumer’s tendency of exploring different Premium beer brands.

ORLANDO’S® message, within a wide integrated media platforms, will be very consistent in manifesting not only the values, the essence and the unique attributes of ORLANDO’S® Beer, but also will take in consideration the authentic language of the pure beer category.

ORLANDO’S® Sustainable Competitive Advantage will be supported by consistency in the communication of its excellent world-class qualities.


Commitment to develop the sources that constantly will monitor ORLANDO’S® KPI’s in order to evaluate its performance and truly contribute to ORLANDO’S® development towards success and to keep the brand among the top worldwide favorites Premium Beers.


ORLANDO’S® Brand STRATEGY:

Developing Brand Preference through emotional perfection very well supported by its authentic Brewed to Perfection qualities & Attributes:.

Genuine, Original and totally committed to Perfection, ready to make The most enjoyable consumer’s experience and challenging the market

of the most well known Worldwide Premium Beers.

ORLANDO’S® BRAND IDENTITY CONSUMERS BRAND PERCEPTION

ORLANDO’S® IS ONE OF THE PERFECT AND MOST AUTHENTIC

PURE QUALITY PREMIUM BEER OF THE WORLD.

ORLANDO’S® GIVES ME THE PLEASURE OF ENJOYING THE TASTE

OF AN AUTHENTIC HIGHEST QUALITY BEER, WHILE MAKING ME FEEL

REWARDED WITH WORLD CLASS PRIVILEGES

Building Brand Preference and Loyalty:


Rational

Emotional

Brand Essence Wheel

ONE OF THE MOST PERFECT

PREMIUM BEER IN THE

WORLD

World-Class

Great Taste

High Quality Beer

One of the Best Premium Beers

Authentic

Reliable Brand

Satisfies me

Enjoyable Experience

Great Social Moments

Diferenciates me from the crowd

Pleasure

World-Class

Trendy

Wealthy

Knowledgeable

World-Class

Prestigious

Cool

Fashionable

Attractive


ORLANDO’S® brand key consumers are

Worldwide travelers, explorers, willing to visit

the most trendy and sophisticated places

and people. One of their main traveler’s

Road is immersing themselves in the Social

Media World. And this is one of our main

Integrated Social Media strategy & presence

in order to extend constant viral knowledge

& experiences to be shared in the worldwide

talking behavior, while enhancing the brand’s

worldwide awareness by covering every current

and newest direct forms of communication.

ORLANDO’S® in the Social World

ON LINE MARKETING

& BRANDING

Compe5tor analysis

EMAIL &

Smart Phones

Website &

Search op5miza5on

Custom Web

Strategy & Marke5ng Review

SOCIAL NETWORKS

BLOGS & RSS


Introducing ORLANDO’S® Label


Introducing ORLANDO’S® Exclusive Glass

*Awarded : Rhineland - Palatinate Design Award & iF product design award. Nominated for Design Award of the

Federal Republic of Germany.


Exclusive Fresh beer glass. This special slim shape specifically designed to capture & release the intoxicating flavors & aromas of ORLANDO’S® Premium Lager Beer for an unforgettable & satisfying experience!

Pure and Authentic

Prestigious

World-Class

Premium

Lager Beer

Brewed to Perfection


TM

orlando’s® beer brand strategy

Documents