Rationale

THE PROBLEM

• The current consumer is between 45-65 and generally male
• It is identified as a 'traditional' Scottish whisky
• Glayva is not well known anywhere outside of scotland
• There is currently no encouragement or incentive advertised for younger audiences to try the drink
• People are hesitant to try new things

THE SOLUTION

We intend to.....

• Inform a younger audience about both the existence of the liquor
• Educate them about the mixing possibilities that come with the drink
• Persuade existing cocktail drinkers to try a new brand
• Promote the brand and suitable cocktails via a variety of media
• Direct cocktail drinkers to a series of events in which they can sample the product and receive more information

Specific target audience....

          25-35 year olds, fairly affluent. Probably young professionals who reside in more up-market bars and clubs and are likely to drink cocktails.

Our message is....

          That Glayva can be the base for an exciting range of possible cocktails, for both men and women and is much more than just a traditional scottish whisky.

In order to do this we will produce....

1. A promotional campaign consisting of:

• A cocktail designing competition climaxing in a tour of suitable uk bars and clubs exibiting the winning four cocktails. 
• The competition will promoted through the 'competitions' section of the website as well as the Glayva Facebook and Twitter pages. 
• A bottle neck sleeve; at point of sale in supermarkets and offlicenses, promoting the competition by directing the audeince to the website.
• In bar and club promotion for the competition  in the form of digital media for television screens and posters.
• Promotion for the competition in suitable magazine publications.

     2. Tour merchandise:

• Glasses to be used in participating bars specifically for serving Glayva cocktails.
• Cocktail recipe book for customers to take away from the nights as a souvenir.

     3. Incentive : limited edition luxury packaging

• Bottle design, branding and contents will remain the same
• Packaged bottles to be presented to the four winners of the cocktail competition
• To be used as imagery for the competition campaign.

This will be produced using....

• Digital media : Website, in-club/bar TV screens.
• Viral :  Facebook, Twitter.
• Publication : magazine ads.
• Print : luxury packaging, bottleneck, receipe book