Responsible Drinking 2|户外|广告营销案例【ADGuider广告指南】

负责任的饮酒 2

案例简介：J & B 是一种混合苏格兰威士忌，成立于 1749。在其 260 年的历史中，J & B 经历了许多起伏。最近，趋势是下降的。必须做点什么。总的来说，苏格兰威士忌是一个具有强烈传统形象的类别。这种优势也构成了威胁: 很难吸引新一代用户，导致威士忌消费者老龄化。 J & B 希望将自己定位为派对威士忌，完全专注于年轻人 (21-25 岁)。平衡的媒体组合专注于在想象中建立一个政党。在处决中，比生活镜像球更大的出现在海滩和郊区街道上，私人游泳池和城市景观刺激了路人的想象力。在 8 个电视节目中，人们将镜球穿过熙熙攘攘的大都市推向不同的地点，引发了一场派对。通过针对新一代的新定位和活动打破传统，显然为 J & B 在一系列欧洲市场提供了有利可图的未来。销售额、市场份额和通讯参数的大幅增长刺激了苏格兰威士忌市场的疲软。在所有 4 个市场中，J & B 在比预期更短的时间内超过了这一成熟稳定类别的所有合理预期。总的来说，J & B 在四个欧洲国家的表现要比那些没有开始派对的国家好得多

负责任的饮酒 2

案例简介：J&B is a blended Scotch whisky founded in 1749. In its 260 year history, J&B has had many ups and downs. Recently, the trend was downward. Something had to be done. Overall, Scotch whisky is a category with a strong traditional image. This strength also poses a threat: it is hard to attract new generations of users, resulting in an aging group of whisky consumers. J&B wanted to position itself as the party whisky with full focus on young adults (21-25 year old). A balanced media mix focused on building a party in the imagination. In the executions, larger than life mirror balls appear on beaches and suburban streets, private pools and cityscapes stimulating the imaginations of passersby. In 8 television spots people push mirror balls across bustling metropolises to diverse locations, triggering a party. Breaking with tradition through a new positioning and campaign aimed at new generations clearly offers a lucrative future for J&B in a range of European markets. The sharp increases in sales value, market shares and communication parameters stimulated a flat Scotch whisky market. Across all 4 markets J&B exceeded every reasonable expectation for this mature and stable category in a shorter timeframe than expected. Overall J&B performed much better in the 4 European countries that ran âStart a Partyâ than in those countries that didnât.