Ideation Deck

1. ‘Wherever you may be, a pure and
uplifting moment is waiting to
BLOOM’
Created by Joseph Sobocan May 2011

2. BLOOM U.S. Launch
Goal
Create multi-market, social dialogue while introducing BLOOM to target-
right demographic in U.S.
Strategy
Engage target demographic & Social Influencers in dialogue about BLOOM
gin, about socially relevant topics within their demographic’s culture &
passion zones
Execution Plan
Find Gin-loving females in select U.S. markets; create a Style Council that
will act as a base of brand ambassadors & drinkers that will spread the
word about BLOOM among their Social Network, on their Social
Networks, & BLOOMgin.com
Attempt to garner media attention of this campaign by using BLOOM Gin
PR department & 3rd party PR efforts; Pitch feature ideas & submit
media advisories about progress & events

3. Awareness Plan Phase 1
Taking a queue from BLOOM’s tagline:
‘Wherever you may be, a pure and uplifting moment is waiting to BLOOM’
And understanding that ‘Wherever’ in today’s social culture means on the
web, and more specifically, on social networks, a campaign was created
to address these opportunities.
Today’s best aspirational brands are first marketed to Social Influencers who
provide the power to introduce brands to their social network and offer
the most valued recommendation that money can buy:

4. And thus the BLOOM Gin Style Council was born:
a.k.a. – The BLOOM Gin Blossoms
• Female Influencers holding high-level social status; & early
adopters who work & play in places where new brands are
talked about & made famous:
– Nightlife Industry (Mixologists/Servers)
– Fashion Industry (Designers/Bloggers)
– Beauty Industry (Hair/Makeup/Nails)
– Media (Adv/PR/Photo/Video/Photo/Graphics)
– Hospitality (Wedding Planners/Caterers)
– Charity/Volunteerism/CleanTech
– Flower Shop Owners/Home Gardening/Environment
– Job/Personal Finance Consulting
BLOOM Gin Style Council

5. Awareness Plan Phase 2
We’ve assembled a Style Council of Women to help you BLOOM
and become the best you!
BLOOMgin.com About Recipes Events Find Social
Gin Blossoms

6. A Gin Blossom refers to a blush that one gets in the face. Some say it comes
from Gin; some say it comes from embarrassment; some say it comes
from showing intense passion for doing anything you Love!
BLOOM Gin Blossoms will give rosy, cheeky, unadulterated advice about:
–Love & Dating
–Style
–Nightlife
–Charity
–Work
BLOOM Gin Blossom Defined

7. Gin Blossoms
We’ve assembled a Style Council of Women to help you BLOOM
and become the best you!
BLOOMgin.com About Recipes Events Find Social
BLOOM Gin Blossoms
(website content)

8. Gin Blossoms
We’ve assembled a Style Council of Women to help you BLOOM
and become the best you!
BLOOM Gin Blossoms
(website content)
BLOOMgin.com About Recipes Events Find Social

9. Bartender Contest
Plymouth Gin 209 Gin

10. Marketing Awareness Phase 3
King & Queen of Bloom Regional Drink contests
• Introduces Bloom to tastemakers & gets regional drink ideas
• Secures Bloom distribution & permanent drink menu placement

11. Regional Launch Parties Fun
Launch Party – Live Hair/Makeup Lessons; Designer Trunk
Show; Wedding/Home Party Lessons; Singles Mixer

12. Branded Premiums
Press, Tastemaker & Gin Blossom Gifting
Bloom Blush & Branded Makeup by Jill Stuart

13. BLOOM Marketing Vines
BLOOM Cares Charities:
• National Rosacea Society – Awareness of rare skin blushing ailment
• Skin Cancer Foundation – National fundraising agency
• Sunshine Lady Foundation – Provides for economic independence
• Angel Rock – Promotes and guides volunteers on opportunities
• Dress for Success – All kind of help for getting back into workplace
Created by Joseph Sobocan May 2011