Essay On Henry's Hard Soda
Henry’s Hard Soda
Current Situation
The product is new and no one knows. It’s a fairly competitive space.
Our Solution: Creative Campaign with Influencer distribution channel.
Why?
Gen X lead busy lives and don’t want to compromise any facet of it. As a result, its important for brands to “interact” with their daily lives with culturally relevant, and emotionally relatable campaign.
Once we develop a solid campaign concept, we will use influencers as a distribution channel. This approach will add a layer of personality and credibility that no other outlets can offer because many people look to these influencers as a source of entertainment and/or inspiration.
Key Strategy:
Let Them Embrace Their Younger & Cool Selves: Gen X doesn’t want to sacrifice their self-identity for their children. The campaign should be empowering …show more content…
The campaign should be entertaining, and provide them a chance to participate and join the fun.
Keep it Real, Honest & Human: Gen X responds better to an ad that they can relate with their everyday lives, instead of the promise of great future. The campaign will focus on getting their affirmation and approval by reinforcing the #AmIRight sentiment.
Campaign Concept
There is a growing trend of social acceptance of “inner child.” (Just think about the massive hit of adult color books.) Henry’s Hard Soda has a perfect opportunity to ride this trend and position the brand as a hip and fun brand for the “Suburban Rebels” target audience. We will will create a series of highly visual content that appeals to the target audience and introduce the brand in an entertaining and positive way.
In order to push the boundary and stand out from competitors, we will add a rebellious streak of humor by providing two distinct takes on the “inner child” concept: the age-appropriate, or the “right” way, and the not-so-appropriate, but definitely hilarious “wrong” way.
$100K Option: The “Right”
Current Situation
The product is new and no one knows. It’s a fairly competitive space.
Our Solution: Creative Campaign with Influencer distribution channel.
Why?
Gen X lead busy lives and don’t want to compromise any facet of it. As a result, its important for brands to “interact” with their daily lives with culturally relevant, and emotionally relatable campaign.
Once we develop a solid campaign concept, we will use influencers as a distribution channel. This approach will add a layer of personality and credibility that no other outlets can offer because many people look to these influencers as a source of entertainment and/or inspiration.
Key Strategy:
Let Them Embrace Their Younger & Cool Selves: Gen X doesn’t want to sacrifice their self-identity for their children. The campaign should be empowering …show more content…
The campaign should be entertaining, and provide them a chance to participate and join the fun.
Keep it Real, Honest & Human: Gen X responds better to an ad that they can relate with their everyday lives, instead of the promise of great future. The campaign will focus on getting their affirmation and approval by reinforcing the #AmIRight sentiment.
Campaign Concept
There is a growing trend of social acceptance of “inner child.” (Just think about the massive hit of adult color books.) Henry’s Hard Soda has a perfect opportunity to ride this trend and position the brand as a hip and fun brand for the “Suburban Rebels” target audience. We will will create a series of highly visual content that appeals to the target audience and introduce the brand in an entertaining and positive way.
In order to push the boundary and stand out from competitors, we will add a rebellious streak of humor by providing two distinct takes on the “inner child” concept: the age-appropriate, or the “right” way, and the not-so-appropriate, but definitely hilarious “wrong” way.
$100K Option: The “Right”