Concept The ‘Come or Shine’ campaign exceeds the commercial expectations of the brief embodying the brands classic sense of humour, with a touch of irony to actively engage a millennial audience. In devising a theme for the campaign, it is established classic British moments would appear cliched and negatively engage this target audience, however a satirical tone of voice will empower an almost rebellious spirit positioning the brand as a bold catalyst for braving the comically temperamental British climate to instigate social drinking occasions, enjoying Greenall’s whatever the weather.
Aesthetic The design treatment confidently asserts the campaigns tone of voice paying close attention the brands existing guidelines while introducing an exciting aesthetic approach, utilising a pistachio green and raindrop repeat pattern to ensure continuity between all campaign extensions. The umbrella is the primary focal point of the campaign and is innovatively applied over a broad range of executions, informing the physical form of the bottle collar and inspiring a contemporary take on the classic cocktail umbrella.
#COMERAINORSHINE
Social Platforms Extending the campaign through social platforms is essential in positioning the brand as integral to social drinking occasions. Creating cocktail umbrellas is innovatively appropriate to the the concept and successfully reinforces the brand within a commercial bar/pub environment. This collateral fits with the socio-cultural experiences of drinking out, with Gin and Tonics now being prepared in opulent goblets and adorned with a multitude of garnishes to elevate the overall experience which is inline with a millennial lifestyle. This marketing strategy allows the brand to convert experiences into brand equity, that will later evoke brand loyalty within retail purchase habits.
Retail Platforms An umbrella bottle collar creates an engaging on pack promotion that gives consumers the opportunity to win summer surprises with Greenall’s, which are themed to engage a millennial audience with prizes including bottles of Greenall’s and Spotify subscriptions. This jumps off the shelf with its innovative shape and foiled type to excite consumers within busy retail environments, creating a bold brand statement that will positively align the brand with key purchase motivators for the millennial demographic.
Web Platforms The promotion seamlessly translates into online platforms with a campaign website that creates an encapsulating game based upon the classic spin wheel. This is appropriately substituted for an umbrella offering the opportunity to win summer themed prizes that instigate social drinking experiences, which can later be converted into brand equity. The website utilises on pop out screens to maximise simplicity of the user experience and ensure the site is as responsive as possible, reducing load times in oder to appeal to the millennial demographic.
HOORAYYY
CONGRATULATIONS! YOU’VE WON: A 6 MONTH SPOTIFY SUBSCRIPTION CREATE AN ACCOUNT BELOW TO REDEEM YOUR PRIZE. NOW ALL THATS LEFT TO DO IT KICK BACK WITH YOUR BEST FRIENDS PUT THE TUNES ON AND POUR A NICE LONG GREENALL’S ORIGINAL DRY LONDON GIN TO REALLY GET THE PARTY STARTED.
TRACK YOUR PRIZE HERE
*see animation in supporting documents
THANKYOU FOR LOOKING
YCN Greenall’s 2016
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Rhys Jones
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Leeds College of Art / BA (Hons) Graphic Design