Considering the campaign promotion, I researched past examples of how brands target particular audiences through different forms of collateral. From this it is identified that a collateral ranges greatly from standard print output to creative packaging runs and custom bottle designs, however the most engaging forms break these conventions and push something not quite seen before to fully engage the target audience into engaging with the campaign.
Umbrellas:
The first concept for collateral creates synergy with the concept of the campaign utilising the form of cocktail umbrellas, these are particularly appropriate utilising the umbrella iconography that runs constantly through the campaign aesthetic. This will appeal to the millennial audience as the cocktail umbrella will create strong childhood memories of birthday parties and careless fun, this form of brand psychology benefits the campaign generating a stronger consumer brand relationship in a fun and tactile way that will add a innovative promotional element to the campaign. This is further supported by the gin markets resurgence that now sees the drink served in ballooned glasses with countless garnishes to improve its aesthetic appeal, the umbrella will facilitate this while successfully promoting the brand to the millennial audience. The environment for this form of collateral is in trendy bars and pubs given to the establishment for free with commercial orders of gin. This works to convert experiences into brand equity as the audience will then attribute the whole experience of social drinking environments with the greenall's umbrella.
Bottle collars:
To convert the equity of the umbrella into domestic sales I play to create an innovative bottle collar, this will also resemble the form of an umbrella which will create continuity encouraging the consumer to purchase a bottle of Greenall's gin to recreate the fun social memories developed through the placement of cocktail umbrellas in social and trendy bars. I further plan to place a competition on the bottle tag to further encourage the target audience to choose Greenall's this will similarly be themed around a British summer with prizes included bottles of gin, bbq's, Spotify subscriptions and other relevant prizes to re-create a British summer party at home, this is inline with the clients requirements from the brief and reinforces the concept to enjoy the summer regardless of the temperamental weather.
These forms of printed collateral work particularly well together in generating brand equity and further extending this into a domestic environment in order to create further sales through this experience into equity concept. The physical forms of this collateral is particularly appropriate to the campaign and innovative incorporates the iconography to full engage the a millennial audience, through a bold aesthetic and elements of brand psychology.
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