The cocktail umbrella is an important piece of collateral to ensure with the target audience in commercial environments and position the brand as integral to social drinking occasions as discussed within the brief. The environment for the umbrellas is within a commercial bar environment rolled out as a free promotional tool with commercial orders of Greenall's gin. This fits with the socio-cultural nutrition of cocktail and the overall experience of drinking out, with Gin and Tonics now being prepared in opulent goblets and adorned with a multitude of garnishes to elevate the overall experience which is inline with key perspectives of a millennial audience. The umbrella cleverly links to concepts of brand psychology that will transport a millennial audience back to their childhood being closely associated to the cocktail umbrella, while being playfully appropriate to the concept.
The design direction is minimal which is appropriate to the scale of the final resolution. The prominent feature of the Greenall's logo makes consumers aware of the brand and promotes greenall's within a social bar environment. The use of the campaign within a hash tag is perfect for its environment in commercial bars as it invites a digital footprint for the campaign, again particularly appropriate to the millennial generation. Finally the use of a consistent campaign aesthetic across all the branded collateral ensures the campaign is as successful as possible especially when spread across a range of different environments.
Bottle Collar:
The Bottle Collar extends upon the use of the umbrella to be used within a supermarket retail environment. The Collar takes the connotations of these social drinking occasions and invited the audience to recreate these at home by choosing Greenall's. The continuity within the design aesthetic is vital to ensure these campaign extensions work in synergy and apply further elements of brand psychology making the millennial audience re-live these social occasions. The collar also features a limited edition completion to win summer surprises with Greenall's, these are all themed around a british summer and social occasions with prizes including spotify subscription, free gin, bbq's, and party games all targeted to set up a social environment for the audience to enjoy Greenall's which will be attributed back to the brand converting experiences into brand equity.
The front of the collar is bold and inviting with the competition clearly advertised accentuated by the foiled 'win' subliminally attracting the audience and provides a clear purchase motivator. The reverse features the mandatory brand and campaign logos, which work partucialry well with the collars circular form, and a creatively written description engaging the audience with the completion and campaign itself through an friendly and approachable tone of voice. The collars physical form is again excitingly approately and innovative, the umbrella shape is comical and relevant to the concept while it acts as a point of difference to attract the audience being something they havent seen before, which is particularly appropriate within a retail environment.
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