January 14, 2013
5WPR Expands a Brand’s Breadth to Increase Its Market Depth
In the industry of alcoholic beverages, there is not much room for an entirely new liquor. It’s true that unique recipes for rum, vodka and whiskey are rampant, and companies are promoting new cocktail combinations at an extraordinary rate. I’ve recently seen releases of legal moonshine concoctions, which tend to ride on the coattails of popular reality shows. But as far as new hard alcohol being developed and introduced to the market, there’s nothing left that truly innovative.
So when clients come to 5WPR and want to hear how a leading PR firm will help them clamor on top of the heap in an intensely competitive industry, we can’t send them back to the lab to devise a new chemical combination. My position on this topic is that it’s more important to boost a brand’s breadth than to deepen their marketing budget. Through use of these marketing tactics, one of our top beverage PR clients was able to extend its roots in the industry without having to throw a ton of money toward a less profitable campaign. While our partner had their foot in the door in the enormously lucrative vodka business, they needed help broadening their brand.
Our solution: introduction of flavored vodkas as an adjunct to their unflavored product. The flavored liquor trend has been taking hold of the industry for the last few years, and it seemed a natural progression to draw visibility to their original premium brand. In this way, the client could increase its market share in the flavor trend while strengthening its roots in its main (unflavored) product.
It’s true that I have used re-branding tactics as the foundation of a marketing campaign when the product has become stale in its industry. This is not always the most advantageous strategy, as it can be expensive and lose ground in a cost-benefit analysis. An example would be a well-known vodka producer that invested millions in an ad scheme that involved manufacturing personalized bottles for packaging its liquor. This type of tactic really only reaches a small target audience, and so doesn’t broaden the brand’s presence among its competitors. Of course, every promotion strategy must be focused on serving the needs of the individual client. Not every tactic is perfect tailored to the size, budget and goals of the customer, and my job is to cull the out the most effective methods.