Keynote Izarra, Sup de Pub Competition, Super Gazole Team

izarra

SUPER GAZOLE

jeudi 29 novembre 12

brief
reminder

«Launch the Brand on the European
market using the UK as a jumpboard.»

stage 1
Introduction to bars, cafés, hotels and
restaurants for cocktail consumption.

stage 2
Establish the brand in mainstream
distribution channels and the trend of
using Izarra spreads to home consumption


izarra
in few words

*Originally a liqueur
*Authentic brand *the will of making
*Basque Territory cocktails and being trendy
*Cointreau group

3 products
character products
plants / spices


market
research

*alcohol market
*In 2010, 17% of men and 10% of women (aged 16 and over) reported
drinking an alcoholic drink on ﬁve or more days in the week.

* The United Kingdom however, has seen an increase of 9% over these three
decades

*Cocktail market
*A rise in cocktail consumption & demand for traditional & authentic brand.
*The consumers tends to be more incline to pay for higher quality alcohol but
in a lesser amount.


THE

law

* Do not aim at minors
* No link between the alcohol comsuption with physical performance
* No contribution towards social & sexual success
* Do not show alcohols as a stimulant
* Not encourage immoderate consumption
*Not shall high alcohol content as a quality


competitive
landscape


our

statement

* The basque country and its traditions are unknown in UK

* In UK, liquor is not consumed as in France (Needs to be mixed in a
cocktail)

*There is a paradox : its roots which are on one side the liquor used
as a digestive and on the other side the cocktail as a new way of
consumption in trendy parties


STRATEGIE


THE

problematic

«How to establish Izarra through its identity and
heritage on the european market in a legitimate and
perennial way while its products tend to be
consumed in a different way ?»


Target
audience

core target
25-35 y.o
b2C ABC1 demographic categories
middle / upper class
Love going out / Friends
Music / Technologies / Exhibitions
Trendy people
Are aware about the lastest trends

b2B Professionals / Media


strategic
reflexion

DNA of Izarra
* DNA determines the characteristics of a person or something

* It is bound to be mixed to obtain the inﬁnite
combinations
* Izarra has its own DNA comprising its history, its values, its
authenticity and taste


our

positioning

« Izarra was born to make cocktails »


our

promise

« Izarra, unlimited tasty combinations»


creation


creative
concept

« The perfect alchemy »


D R I N K R E S P O N S I B LY - F O R F U RTH E R I N F O R MAT I O N W W W. D R I N K AWA R E . C O . U K


DRINK RESPONSIBLY - FOR FURTHER INFORMATION WWW.DRINKAWARE.CO.UK


media

press

elle gq metro
Total circulation per month :190 000 Total circulation per month : 125 825 Free Newspaper
Male/Female: 5% / 95% Male/Female: 83% / 16% London readership: 2 020 000
Average age: 30 Average age: 33 Circulation: 745 000
AB: 34% London/SE: 50% Average age: 31
ABC1: 76% ( 288 000)

November/December/January

media

press

November/December/January

non media


EVENT

b2b To promote Izarra 54
* wine and spirits
professionnals and the
press relation

* In a authentic cellar

*A remimber to the
basque territory

*Pierre Oteiza.


big
event
The central point of our communication
NAME : «The perfect Alchemy»
WHERE : Hackney House in Shoreditch
WHEN : One week before the London Cocktail Week
HOW MANY PEOPLE : 400


big
event
The starting point
« The risk is to interpret Izarra as a chemical brand »

The concept

« Vegetable/digital »

Talk about the origin of the product :

the plant

«we have made a step back to make a leap forward»
From the plant to the cocktail


big
event


promotion of
the event


vegetable
qr code

Marble arch

green park

Example of a vegetable QR code
Smells of Izarra plants

event

website


teaser
video


Facebook
To promote the event on facebook
flyer


press relation


Press A press conference
relation 2 hours before the big event in hackney house


digital


web

app
Mobile App
«Make yourself your cocktails with multiple ingredients
/ Submit them to Izarra»

*The most populat ingredients will be used to create Izarra cocktails.
* Izarra will test the results
* Creation of a data design in the same idea as the graphic codes of the
posters.
* Izarra will organize events in bars where favourite cocktails will be
proposed

+ Allow Izarra to explore trends about customers’ tastes.
+ The consumactor


digital
facebook


planning
budget


the

planning


the

budget


Keynote Izarra, Sup de Pub Competition, Super Gazole Team

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