Event Handout

As I mentioned in the last post, I reused the element poster for this handout. I felt this would spare any visual disparity/confusion. I'll need to tweak some of it one final time because I feel it's lacking something but other then that, the function of this handout has been achieve, i.e, help outline the elements and promote social interaction within the event.

Final Posters

I think I have executed the posters for this project fairly well. I've reused these posters within the handout i've designed for the event, mainly because they were strongly designed enough to work within the handout as opposed to laziness. The element posters are designed to be within the event, rather then as any outside promotion. The only poster designed to promote this event is the dated one with details about the social network contacts. The brief outlined to produce an ad campaign to raise awareness of Glayva and so in producing a campaign around an event that in and of itself is an awarness event, I think i've met the briefs specifications.

Digitial Diary

I've attatched the digital diary for the campaign i've come up with for Glayva. I've designed 4 posters, which were subsequently used within the leaflet at the event too. This was to ensure that there'd be no visual disparity between anything you'd see within the event.

As i've written about in my sketchbook, the campaign I came up with for Glayva is based around a fictitious event where Glayva runs a mixology night with the drink of choice being Glayva, for obvious reasons. Mixology is quite the buzz among it's target demographic (the new one) so I chose to centre my campaign around it.

The themes, again which i've written about at length in my sketchbook, is a theme for the campaign and a way to tie together both the drinks/recipes and social interaction, which is a big part of campaign too.

Personality Types

I've decided to base these themed drinks and tie them into people as well, the reasoning being, if you knew your "element", you would have a drink recommended to you in the leaflet/ posters in the event. It also ties into the quiz. I used horoscope profiles as an inspiration source and have written the following ot support each type

Passion
You live life with love, a passion you nuture inside
you until you can’t contain it, setting your wild side free.

Cool
You live life with calm, ease and a natural flow that guides you through your life.

Fresh
You live life with a zest, eagnerness and high spirit, no one stands in your way.

Free
You live life freely and natural, you live in harmony with your surroundings.


"Zodiac Sign Profiles by Horoscope.com: Get Your Free Horoscope Profile." Celebrity Horoscopes by Horoscope.com | Astrology Profiles of Famous People. Accessed on Web. 04 May 2011. Available at http://my.horoscope.com/astrology/horoscope-sign-index.html

Recipes

I've been researching into recipes to be used in the leaflet/handout at the event. This link has hundreds of recipes for various different cocktails and has given me ideas on how to theme the drinks. I've decided for the recipes for the Passion, Cool, Fresh and Free themed drinks are as follows:

Passion
1 Part Glayva
3 Parts Raspberry

Cool
1 Part Glayva
3 Parts Blueberry

Free
1 Part Glayva
3 Parts Apple

Fresh
1 Part Glayva
3 Parts Apricot

Merchandise

Alcoholic merchandising was an avenue I looked at tying into my project. Here is a good website for some merchandise.

Bar Lovers | Specialising in Bar Accessories, Bar Runners, Bar Fridges, Beer Fridges, Games Room Accessories & Favourite Brand Names. Accessed on Web. 04 May 2011. Available at http://www.barlovers.com.au

Pop up bars

"This is the land of the disposal everything. From nappies to clothes (thanks to the Primark revolution), everything is here today, gone tomorrow. After all, we want the newest, shiniest, coolest, next best thing and we want it now! The poor bars and pubs can barely keep up with consumer demand before the next hip trend hits the pages of Dazed and Confused. What’s a drinking den to do?
The obvious answer is the temporary or ‘pop-up’ bar. These are springing up all over London for a few weeks at a time before disappearing forever. A great way of keeping somewhere fresh, seasonal and interesting for drinkers after something a bit different."

This is an article on pop up bars, something I considered but ultimately chose not to.

"Now You See It, Now You Don't - Pop-Up Bars." London Guide for London Restaurants, Bars and Pubs, Hotels, Clubs and Cinemas. Accessed on Web. 04 May 2011. Available at http://www.viewlondon.co.uk/blog/now-you-see-it-now-you-dont-pop-up-bars-post-19.html

Mixing Cocktails

A good reference link about mixing cocktails. This may help if I decide to promote Glayva via an event of some kind.

http://cocktails.about.com/od/mixology/Mixology_The_Art_of_Mixing_Cocktails.htm

Mixology Events

Here is a good web link to a cocktail company offering a wide selection of services based around the highest standard of, up to date, innovative cocktails.



http://www.mixologyevents.co.uk/

Blogs/blogposts about mixology

12 Bottle Bar

"12 Bottle Bar was created with the simple goal of making classic cocktails accessible to the home bartender.  Despite having a voluminous liquor cabinet, home mixologist David Solmonson was continually frustrated by drink recipes that called for more and more esoteric ingredients.  His solution?  Create a fixed list of main ingredients – the twelve bottles – and present hundreds of classic and original cocktails that could be made from them."

http://12bottlebar.com/2011/03/18/black-velvet/

Salmon like the fish

"On Wednesday a friend invited me to a vodka mixology event in Santa Monica. A mixo-wha? A mixology is an event designed around bartenders mixing alcohol to make creative drink combinations. Mixology. Since this event was going to have music, art, and a mixing contest I was eager to go to. We went to the Santa Monica event in the series of The Art of Design Presented by EFFEN Vodka which sat nestled in the William Turner Gallery at Bergamot Station Arts Center. The gist of the whole night was that there were five teams made up of two bartenders who were vying to create a unique drink with EFFEN as the vodka and the common denominator. For each of the five teams, attendees were asked to vote on their favorite drink and put marbles (voting balls) into the EFFEN bottle of their favorite team. Easily understood right? Just wait."

http://salmonlikethefish.wordpress.com/2011/03/18/effen-in-public/

Big Parties/ Small Space

"As mixology becomes increasingly popular there are some many new drinks and combinations to try.  However, the classics haven’t fallen out of fashion.  These 5 cocktails might be old but they are still good!  If you can master making these guys, you’ll be able to experiment on your own to make a million fun variations."

http://bigpartiessmallspaces.com/2011/03/18/5-cocktails-you-need-to-know-how-to-make/

Mixology

Mixology is the exploration of mixing cocktail. A mixology is an event designed around bartenders mixing alcohol to make creative drink combinations

There have been a number of events held that offered classes in mixology around the country.

Over the past few months, wannabe mixologists have had the opportunity to hone their skills at a series of free Courvoisier Mix Masters masterclasses.
Held at a number of swanky bars around England, these classes have mixed professional tuition with the chance to get together in teams and design your own cocktails.

"Masterclass in Mixology | Courvoisier Mixology | Guardian.co.uk." Latest News, Comment and Reviews from the Guardian | Guardian.co.uk. Accesed on Web. 20 Mar. 2011. Available at http://www.guardian.co.uk/courvoisier-mixology/kro2-mixology-masterclass

Price Point

Ocado
£16.99
(£3.40 / 100ml)
Glayva Liqueur (500ml)

Asda

£17.37
(£3.47 / 100ml)
Glayva Liqueur (500ml)

Competitors

Glayva is a liqueur, a high alcohol and high sugar drink that usually has flavours added to it such as fruits, herbs and nuts. Glayva has many competitors in the liqueur market. Here i'll list a few of it's main ones.

Tia Maria
Tia Maria is a coffee liqueur made originally in Jamaica using Jamaican coffee beans.



Baileys
Baileys is an irish whisky and cream liqueur.



Disaronno Amaretto
Amaretto is an Italian sweet almond-flavoured liqueur.

Each of Glayva's competitors have a certain image that helps differenciate them. For instance, Tia Maria has a vintage/classical look with a modern twist. It's visual/advertisements reflect this.

Tia Maria :: Get Behind The Mask. Accessed on Web. 06 Mar. 2011. Avaiavle at http://www.tiamaria.com/

Liqueur's Recipe, Drinks' Recipe, Original Italian Cocktails with the Disaronno Amaretto - Disaronno.com. Accessed on Web. 06 Mar. 2011. Available at http://www.disaronno.com/

Baileys - Gateway. Accessed on Web. 06 Mar. 2011. Available at http://www.baileys.com/Gateway/

Glayva Competion

At the moment, Glayva has a competion going to win a winter break at Hotel du Vin in Edinburgh. A potential way to target their primary target audience could be through incentives, perhaps a Glayva drinking event. Glayva's positioning indicates to me that they could benefit from an awareness campaign of their ties to scotland. This could make them appear more cultured and could appeal more to the affluent consumer.

Glayva Ads

Glayva Research

"Origins

Glayva is a blend of the finest Scotch malt whisky and exotic ingredients from around the world.
Crafted by Edinburgh whisky merchant Ronald Morrison, the recipe remains unchanged from the day it was first created in 1947.
“Glayva” translates in Gaelic to “very good” – the words spoken by Morrison’s warehouseman upon tasting the liquid.

Awards

Glayva’s awards are testimony to the words of Morrisson’s warehouseman. Glayva has won the IWSC best liqueur trophy an unrivalled five times."

Ingredients
Glayva is a subtle fusion of exotic ingredients. From the finest Scotch malt whisky to Mediterranean tangerines and Far Eastern spices.
The full recipe is a closely guarded secret known only to Glayva’s Master Blender.
Effortlessly versatile, Glayva’s alluring flavour complements any mixed drink.

Recipes

Glayva and Apple

For the perfect spring time Glayva, pour pure pressed apple juice over Glayva and add ice.

1 part Glayva
3 parts pressed apple juice
Shake all ingredients over ice and strain
into a rock glass filled with ice.

Glayva and Lemonade

For the perfect summer time drink, pour lemonade over Glayva and add ice. Garnish with a fresh slice of lime.
For an extra twist add a dash of blackcurrent cordial

1 part Glayva
3 parts lemonade
Pour all ingredients into a tall pitcher filled with ice,
fresh lemon & lime. Stir slowly & serve in a high ball
glass filled with ice.

Glayva and Ginger Ale

For the perfect autumn time drink, pour ginger ale over Glayva and add ice. Garnish with a fresh slice of lime.

Pour one part Glayva into a high ball glass filled with ice. Top up with Ginger Ale & stir. Garnish with a lime wedge

Glayva and Cranberry

For the perfect winter time drink, pour
cranberry over Glayva and add ice.

1 part Glayva
3 part Cranberry juice
Shake all ingredients over ice and strain

Glayva. The Best Liqueur in the World™. Accessed on Web. 06 Mar. 2011. Available at http://www.glayva.com/default.aspx

Initial Action Plan

Research Glayva, it's history
Current Target Market
Advertisements
Research Competitors
Price Point
Brainstorm first ideas
Potential campaign formats, street sampling, events, etc
SWOT analysis
Concepts
Refinement
Customer profiles

Whtye and Mackay Brief - YCN