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Svedka Rage

Ricky Sanchez, Sari Elzweig, Jennifer Johnson

+Situation Analysis

Why did the last campaign fail?

What do people think of Svedka vodka?

Who is the competition?

+Target Audience

21+ college students

Want immediate satisfaction

Value brand pricing compared to quality

Enjoy partying and expanding their social connections

Driven by want not need Desire the product based on social and esteem prospects

Take pride in being able to party without having their professional lives affected

+Campaign Objectives - 2013

Raise visibility for Svedka as a brand by 70%

Getting consumers to switch to Svedka from other brands by 40%

Strengthening brand loyalty from current consumers by 50%

+Positioning

Build a personal connection to the Svedka Rage demographic

“For the 21 and older hardworking college student who wants to let loose with their friends on the the weekends, our product Svedka Rage delivers quality in conjunction with affordability, which makes it the fastest growing imported vodka in the United States.”

+February Calendar

+March Calendar

+www.facebook.com/youpicktherage

+You Pick The RageContest Overview

Contests ‘like’ facebook page to enter their flavors and then later vote for their favorites www.facebook.com/youpicktherage

Labels on bottles with link and instructions to vote

+Party Overview

Three Night Svedka Rage Party Each night themed to a winning flavor color

Promotional Materials Items for sale Free items

Extra Attractions Celebrity guests Party bus Provided hotel Gender relevant entertainment Contest winner VIP treatment

+Before Ad

+‘Before’ Advertising Campaign

Regional

Billboards

Magazines Maxim and Rolling Stone

Only national part of ‘before’ campaign

Facebook ‘You Pick The Rage’ page

+During Ad

+‘During’

Media Outlets Billboards Strategically selected radio stations Television

Comedy Central, MTV, Spike Only national part of ‘during’ campaign

+Party Series

20 parties over four weekends Selected cities

Two parties per weekend night Svedka sponsored nights at bars Raise contest awareness

+After Ad

+‘After’ Advertising Campaign

Full national advertising campaign Billboards Transit Advertising

Bus wraps in large, relevant cities Print Media

Maxim and Rolling Stone

‘You Pick The Rage’ fan page goes from voting page to Svedka Rage fan page

+Budget

Total cost - $31,692,851.40

Cost of parties - $1,757,010.90

Cost of advertising - $30,143,058.50