Tag Archives: promotion

Supermarket Champagne and How Quick Win is Not Always Beneficial for Your Brand

For a person coming from Finland where you only can buy wines from government-run monopoly even seeing wines in supermarket is somewhat mind-boggling. However where I advocate liberal policies, being too accessible might not be that wise strategy if you want to be regarded as premium luxury brand.

In the case of G.H. Mumm the genie is out of the bottle (no pun intented) and it has definitely positioned itself as a mainstream champagne. However even for supermarket champagne this promotion is just plain ridiculous:

gh_mumm

Taking picture of receipts?

Sending messages to dubious WhatsApp numbers?

How low will your brand go?

To me if you want to be perceived luxury you should not even be having promotions or discounts. But even if having promotion you could create a better and more luxurious experience, maybe a nice landing page or if you want to use messenger apps: a chatbot.

Brands are after quick wins and forget that those actions will deteriorate the brand on the long run.

(Some smartass might ask why I bought the bottle in the first place, which is a valid question. In this case, the wacky promotion did not stop me from buying the product (but it was close). I just ignored the promotion) 

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Anatomy of An Insight: Bud Jukebox

Marketing alcohol brands in bar setting is a delightful task, because generally your audience is quite willing to hear your proposition.

One of the smartest gimmicks I have encountered was in Divine Bar. When you order a wine bottle, “a wine fairy” goes to fetch the bottle with cable. The whole order was part of performance. It definitely got our group to order bottle of wine instead of just having regular pints. Actually they could even up the ante by placing the most expensive wines the highest to encourage even more splurging:

Wine Fairy

“Wine Fairy” reaching for the bottle in the middle of the picture (sorry for the blurry picture, it was a blurry night)

The following Budweiser activation is a brilliant idea merging together promotion to sell more beer and providing actual value to the consumer:

Budweiser – Bud Jukebox from Bruno de Carvalho Barbosa on Vimeo.

Insight: Choosing a beer in bar setting is quite arbitrary. You either choose what is on the tap or go with the best promotion. How could you do the beer promotion so it would have a little bit more idea on it? What value could you provide which goes beyond traditional discount?
Jukeboxes are social glue in bars. There are always people who want to play some music and also pay for it. What if you could have jukebox, which works with only Budweiser beer caps? Would you select Budweiser instead of Miller to get that “currency”?

The idea is just perfect for the bar setting: fun, simple and relevant for the product. Not to mention increasing sales of the product. I love ideas where you turn a neglected part of the product (this time beer cap) to something valuable.

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