Kettle V. marketing Strategy is going to be built like an upcoming movie that is coming out. It is going to be a 6-8 week ad campaign through Las Vegas Weekly, spyonvegas.com, First Fridays, Third Thursdays and billboards around Las Vegas to build up the hype of Kettle V. and then at the 7 or 8 week the reveal of Kettle V. to the Las Vegas market.
The ad campaign is being built on two characters, a kettle of green tea and a bottle of vodka. Each week is a new chapter of their loving relationship until finally at the end when the tea kettle literally gives birth to Kettle V. The ads are going to be smart and funny and also have another set of ads that are sophisticated and sexy once Kettle V. is revealed.
The premise of this campaign is using the theory of supply and demand. Hopefully the 6-8 weeks of buildup of Kettle V. will garner attention like a blockbuster movie coming out in the summer time, and that when it does hit the market that the demand for it will force business to supply and stock Kettle V.
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
2 comments:
Hi A.J.! lol
Thank you for the comment. Ya know.. there's some truth in all kidding. Smiling lol I appreciate input, but complimentary and contructive; I can appreciate that. You have done a great job with your Ad Campaign. Love your vodka bottle design, very unique! Your magazine ads cracked me up (in a good way, of course)! Very creative!
A.J. I can see your potencial (from working together in the past), and it's inspiring to say the least. Yet procrastination will cause un-nessary high stress, but you already know this huh.. heehee Awesome job on your blog *wink* Okay, enough said. lol
Have an fabulous day! And see ya in class.
Respectfully,
Lynn Schafer
Sapphire Studio Productions
"Commercialization - Introducing a new product into the market" (Armstrong & Kotler 2008:8:241)
"Commercialization - Test marketing gives management the information needed to make a final decision about whether to launch the new product. If the company goes ahead with the commercialization - introducing the new product into the market - it will face high costs. The company may need to build or rent a manufacturing facility. And, in the case of a major new consumer packaged good, it may spend hundreds of millions of dollars for advertising, sales promotion, and other matketing efforts in the first year." (Armstrong & Kotler 2008:8:241)
"The marketing strategy states that to be successful, a company must provide a greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors offering in the minds of consumers." Armstrong & Kotler, Ch. 3 – P.99
With your ads you have done just this - There is definitely a strong position established here. You have created an excellent concept. The vodka itself has a nice classy feel while the ads transmit a sense of humor from the brand. Something about it says "we're sophisticated but we're not afraid to laugh and be a little silly." Way to strike that balance unlike any of your competitors!
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