CJ's beer branding

Not Your Boyfriend’s Beer

Jennifer Daly + Carolyn Chmielewski

Table of Contents

• Brand Philosophy• Objectives• Criteria for Success• The Concept• Brand Positioning• Marketing Communications

Brand Philosophy

• Brand X believes that the modern woman wants and deserves the opportunity to enjoy drinking a beer, but one that’s void of sexist clichés and bikini-clad icons.

• Therefore, in a currently male-dominated industry, we provide a refreshing and recharging beer that finally speaks to women.

Objectives

• Create a go-to beer for women that gives them access to the traditionally male beer community

• Develop a full line of beers with varying flavors to appeal to the diversity of women’s palates

• Build and maintain a strong and relevant presence in bars

• Create a highly equitable and profitable brand

Criteria for Success

• A highly esteemed and differentiated product• Sound financial management• An authentic and reliable brewery and

packaging facility• High brand strength and brand stature

Criteria for Success

• Strong and fresh integrated marketing communications plan– Effective and innovative viral marketing using

social media– Event sponsorship to raise awareness and

reinforce the brand

The Concept

• Create a brand of beer that women want to drink and that men respect– Appeal to the active woman by enhancing the

beer with electrolytes– Create multiple line extensions (lite, seasonals,

etc.)– To be sold in bottles at bars and in stores

The Concept: Target• Women alcohol consumers

– Specifically, women aged 21 – 30

• Transitional Consumers:– Are innovative– Like to appeal to the opposite sex– Are energetic and self-confident

• Mainstream Consumers:– Are community oriented and like to ‘fit in’– Choose reliable and dependable products

The Concept: Creating Buzz

• Television commercials• Special Events

– Event sponsorships– Creative in-bar promotions

• Social Media• Other branding devices (TBD)

Positioning Statement

“Brand X” is the brand of beer that powers your active social life because it is enhanced with

electrolytes.

Benefit Ladder

Emotional Benefit:

Consumer Benefit:

Product Benefit:

Product Attribute:

Brand Values

• Progressive• Smart• Confident• Inspired• Competitive

Consumer Insight• I’m a city girl, your typical 9-5’er. I work hard but I like

to go out with my friends on weekends and have a good time. I have an active social life during the week too, I’m always up for a happy hour with my friends or colleagues!

• I take pride in my appearance, but I don’t like to let on how much time I spend getting ready for a night out. Sometimes I take more than an hour to get ready, but I try to make it look like I only took ten minutes. I enjoy the occasional opportunity to get dressed up, but more often than not, I’m rocking the casual vibe. Never too sloppy though!

Consumer Insight, cont’d

• I’m conscious of what I eat, but I definitely don’t count every calorie (especially not from this afternoon’s cheesecake!).

• I like the way it makes me feel to get in a good workout. Sometimes it’s a struggle to get myself to the gym, but I’m thinking of signing up for a 5k to help me stay motivated.

Consumer Insight, cont’d• I know that beer is the drink of choice at bars,

especially for casual outings like happy hour. I’m tired of sticking out as the “prissy girl” who won’t drink beer.

• I want to order a beer, but I’m worried about making a faux pas with my choice, so I stick to what I know – fruity cocktails and “bitch beer”.

• When I do get a beer, I’m usually so overwhelmed by all of the different kinds that I tend to just get whatever the gang gets.

• I wish I had a go-to beer that I know I would love, and that I could order with confidence.

Branding Elements

• Name• Logo• Packaging• Color• Brand Architecture

Name criteria

• Needs to be order-able– Needs to easily fit the sentence: “I’d like a(n)…

please”• Witty

– Avoid literal, real-word options• Conveys a sense of energy• Has a sense of personality• Should be as gender neutral as possible

Logo Criteria

• Tongue-in-cheek• Fun• Approachable• Easy to recognize• Not too feminine• Not looking for elegance

Name + Logo

Calamity Jane is…

Claim to Fame: …stay tuned Claim to Fame: Being a bad-ass

Packaging

• Bottles• Brown• Noticeable and distinct• Enticing• Remember: a beer becomes an accessory

Packaging

• Combines “wanted” theme with modern neon lights

• “Bullet hole” coming out of the bottle represents the energy of the beer

Colors

• Parchment– References a wanted

poster

• Black– Signifies nightlife

• Neon green– Represents electrolytes

Brand Architecture

Marketing Communications

• Sponsorships• Events• PR + Publicity• Social Media• Website• Advertising

Sponsorships

Events

• Beer Festivals

• “Athlete of the Night” Competitions– i.e. “CJ Triathlon”

PR + Publicity

• Press releases advertising the release of a new beer, specifically formulated with electrolytes.

• Bzz Agent Marketing

Facebook: Share the Buzz

Website

Advertising Campaigns

• Advertising will convince young adult women that Calamity Jane recharges and refreshes better than any other beer.

• Proof of this is Calamity Jane’s electrolyte enhanced brew.

• Reassurance will be provided that Calamity Jane is a real beer and more.

• Calamity Jane will be portrayed as an essential ingredient for a social night out.

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