SVEDKA VODKAElijah Clark-Ginsberg, Dana Cornelius,

Hilary Kee, William McHugh

THE AUDIENCE

19%

3%

30%

47%

HomeNightclub/BarRestaurantFriend’s Home

Where Young Adults Drink

For relaxation

As a pick-me-up

As a refreshment

I like the taste

To get drunk

To socialize with friends

To socialize with family

To socialize with coworkers

Because it’s easy to mix

Because that’s what you do

0% 10% 20% 30% 40% 50% 60% 70%

Why Young Adults Drink

30%will not drink cheap

brands around friends

42%think only premium

brands make cocktails taste right

64%say price is important

to them when choosing a brand

64%say quality is important

to them when choosing a brand

Young adults drink to socialize with friends.

They want premium quality.

But they also want an affordable price.

THE BRAND

•Premium taste and quality

•Bargain-basement price

•Bottom-shelf brand perception

Top Shelf

Bottom Shelf

Low

Pric

e High Price

BelvedereGrey Goose

Ketel One

Skyy

StoliAbsolut

Finlandia

Svedka

Smirnoff

Popov

Positioning Map

Svedka should have the premium position it deserves.

Top Shelf

Bottom Shelf

Low

Pric

e High Price

BelvedereGrey Goose

Ketel One

Skyy

StoliAbsolut

Finlandia

Svedka

Smirnoff

Popov

Positioning Map

Top Shelf

Bottom Shelf

Low

Pric

e High Price

BelvedereGrey Goose

Ketel One

Skyy

StoliAbsolut

Finlandia

Svedka

Smirnoff

Popov

Positioning Map

OBJECTIVES

PREMIUM BRAND POSITIONING

Premium positioning will appeal to more

af!uent and image-conscious buyers

while low price will continue to appeal to

budget-conscious consumers.

NOT JUST FOR COLLEGE KIDS ANYMORE

If Svedka just courts college kids through low

prices and a “go hard” mentality, they’ll lose

customers who have graduated and outgrown

the brand. More sophisticated positioning will

retain college students as they become young

professionals and beyond.

BECOME A NIGHTLIFE STAPLE

Premium brands like Absolut and Grey

Goose enjoy huge on-premise popularity.

With more top-shelf positioning, Svedka

can too. Absolut sales are declining and

Svedka is well-positioned to steal Absolut’s

share of the nightlife market.

⬆20%increase in market share

CREATIVE

“PREMIUM SWEDISH VODKA”32% of young adults look for words

like “premium” on packaging, yet it’snotably absent from the current bottle.

SHOT GLASS AND GAUGE62% of young adults consume spirits as shots. A lid that doubles as a shot glass, as well as a shot gauge engraved down the side of the bottle, are a fun way to engage with this behavior.

SLEEK DESIGNRather than looking like a bulkytwo liter soda bottle, the newpackaging is sleek, elegant,and sophisticated.

SIMPLE AND UNCLUTTERED68% of young adults want packagingthat is simple and uncluttered, so we

removed unnecessary design elements

New Packaging

Simple, seasonally-appropriate,integrated with everyday life.

THE CAMPAIGN

Good enough for Beacon Hill.Cheap enough for Allston.

Good enough for the penthouse.Cheap enough for the basement.

Good enough for Club Med.Cheap enough for a hostel.

For the smaller space of a taxi topper, a minimal ad variant

mirrors the sleek look of the new packaging.

Taxi Topper

Print/OOH/Web

Print/OOH/Web

This example demonstrates the feel of a holiday-

centered ad, but not its actually content.

TV Spot

MUSIC: Sleazy party music

SFX: Ding

TV Spot

MUSIC: Classy party music

VO: “Svedka. Good enough for the penthouse. Cheap enough for the basement.”

MEDIA

•Boston as a test market

•Very limited national print media

•Nine month campaign

•No major deviations from current media mix

Placement

x9

BOSTON

Print

Cable TV

•MBTA Green Line

•MBTA buses

•Taxis

•City information panels

Out of Home/Transit

•Sites of print/TV media outlets

•Skyscrapers and video pre-roll

•Geotargeted

Online

Online (local)$826,200

OOH (local)$1,080,000

Cable TV (local)$1,080,000

Print (national)$1,589,670

Media Budget

Campaign Total: $4,204,620