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Suggested Brand Positioning and Communication Nigeria 2012
Š Hybert Design 2012 | Drink Responsibly
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US positioning à à à à Ã
Primarily a shooter Aligned with Jagermeister Aimed at men Heavy American theme derived from the origin of Wild Turkey Bourbon in Kentucky Promoted in the ski, beach and bar scenes incorporating mixers
Suggested Brand Positioning Nigerian positioning Ð Ð Ð Ð Ð
Primarily an “on-ice” liqueur Aligned with Baileys and Amarula Aimed at 50% men, 50% women Veer away from the American theme and focus on enjoying good times with friends Promoted in upmarket bars, clubs and restaurants as a premium “on-ice” liqueur
© Hybert Design 2012 | Drink Responsibly
Nigerian Market
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Affluent Nightlife
Fashionable
Friends Party © Hybert Design 2012 | Drink Responsibly
Nigerian Market
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Affluent Single Male
Party Couples
© Hybert Design 2012 | Drink Responsibly
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Concept 1 – Graphics
© Hybert Design 2012 | Drink Responsibly
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Concept 1 – Graphics
© Hybert Design 2012 | Drink Responsibly
Concept 1 – Graphics
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Mixers Ð
Kahlua/Tia Maria & American Honey Coffee Honey or Black Gold
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Ginger liqueur & American Honey Ginger Honey or Orange Gold
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Lemon liqueur & American Honey Lemon Honey or Yellow Gold
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Baileys & American Honey Cream Honey or White Gold
© Hybert Design 2012 | Drink Responsibly
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Concept 1 – POS & Promotion
On-trade POS
Hexagonal storage unit with lighting Branded glasses Honey dipper stirrer, hexagonal ice cubes and hexagonal drinks coaster
Off-trade POS
Gold bar themed packaging, chocolate giveaways and hexagonal scented candles
Hexagonal POS display
Vault themed fridge holding gold bar packaged bottles © Hybert Design 2012 | Drink Responsibly
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Concept 2 – Graphics
© Hybert Design 2012 | Drink Responsibly
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Concept 2 – Graphics
© Hybert Design 2012 | Drink Responsibly
Concept 2 – POS & Promotion
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Off-trade POS
On-trade POS
Promotional giveaways
Bottle carrier and cool sleeve
Hexagonal themed display
Hexagonal themed bottle rack
© Hybert Design 2012 | Drink Responsibly
Concept 2 – iPhone App
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iPhone Application “Show me the Honey” GPS searching app for local bars serving American Honey. Device shows directions, contact details and promotions.
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106 Broad 106Street 106 Broad Broad Street Street Tinbu Square Tinbu Tinbu Square Square Lagos Lagos Lagos OPENS OPENS OPENS 10.00 until late 10.00 10.00 untiluntil late late T: 003254 232 22 232 232 T: 003254 T: 003254 22 22 www.lagosbar.com www.lagosbar.com www.lagosbar.com
106 Broad 106Street 106 Broad Broad Street Street UnumfaUnumfa Street Unumfa Street Street Breadfruit Street Breadfruit Breadfruit Street Street UdulamiUdulami Street Udulami Street Street
SHOW SHOW ME THE HONEY SHOW ME THE ME THE HONEY HONEY
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SHOW ME MORE HONEY SHOW SHOW MEME MORE MORE HONEY HONEY ®
© Hybert Design 2012 | Drink Responsibly