Of all the people I sent the survey out to; only 10 replied.
- 70% were male.
- 30% were female.
There was a fair range in my target audience '25-35', however, 2 slipped through the net, one aged 20 and one 43. However, both are younger ages than the current client age range.
70% of the respondents had neither tried or heard of Glayva. 20% had tried it, and 10% had heard of it.
100% said they would try a liqueur trade marked as 'the best liqueur in the world'.
From the description of Glayva, 80% said it sounded appealing, leaving 20% who disagreed, the reasons given were;
- 'I'm not a fan of whisky liqueurs because they are usually too sweet.'
- 'Not a whisky fan.'
The question stated for those who the drink did not appeal to, to list why, however some people listed reasons of why it was appealing, these reasons included;
- 'The exotic ingredients sound good.'
- 'I like other spiced liqueurs.'
- 'The combination sounds appealing.'
- 'I always like to try new things. It isn't the alcohol but flavors that attract me. If it was the other way, I'd drink vodka.'
- 'I like the idea of tangerine being used in a whisky.'
50% said they would drink Glayva neat. Apple and lemonade were the most popular choice for Glayva and mixer, followed by Ginger Ale and Cranberry, 20% said they wouldn't consider any of these. Other suggestions included;
- 'Coke.'
- 'Pepsi.'
- 'Boost or Tuborg! Kidding. Red bull?'
- 'I'd consider a lot of things including most citrus and some of the same mixers used with tequila.'
- 'Depends on it's taste.'
80% said a free sample would attract them to trying Glayva. 50% said packaging and comments/reviews would attract them. 40% replied a discount voucher would entice them into trying the drink, 20% said an advert, and 10% said a competition.
Other suggestions put forward were;
- 'Girls.'
- 'Less sweet.'
70% of people said they drink at home, followed by the pub as the next most popular choice, then bars then clubs.
Another suggestion was;
- 'Homes of friends.'
70% said they drink at Wetherspoons, 30% said they drink at the Slug and Lettuce, 20% said they drink at none of these places, but a suggestion was;
- 'Frankie and Benny's, and Browns.'
60% said as consumers they prefer to be engaged by TV adverts, the next most popular choice was Facebook group, Poster, Internet banner and Email was the joint third choice, followed by website and iPhone app, then Radio Ad and Text. Nobody picked pamphlet.
Monday, 7 March 2011
Sunday, 6 March 2011
YCN... Primary Research
My main role for this brief is primary research, I will be looking at Glayva itself, the look of the bottle, where it can be bought, how it tastes and most importantly learning about the people who drink Glayva, and those that don't.
I will conduct a survey online aimed at 25-25 year olds to find out people's opinions towards Glayva.
Click here to take survey
I will conduct a survey online aimed at 25-25 year olds to find out people's opinions towards Glayva.
Click here to take survey
Saturday, 5 March 2011
YCN... Packaging Research (Dragon Rouge 2)
- Martell L'or, Cognac.
Also by the Dragon Rouge design consultancy. The brief that lead to this creation was for the launch of an 'ultra-premium product that would embody the essence of Martell cognacs'.
This bottle is such an innovative, bespoke design, it really communicates the idea of a luxury, product. It is a far cry from the usual bottle designs, a cylindrical, whole, form. The curved shape and rounded cut-out, tied in with the leafy patterns send out a signal of elegance, and femininity.
YCN... Packaging Research Dragon Rouge
We all decided as soon as we saw the Glayva packaging, that it was definitely not designed with a young, contemporary audience in mind. In our creative team we decided what was to blame was the colour of the liquid!
Taken from: http://www.shelfimpact.com/newsletters/si-01-21-11.html
Printing gives distinction to new Sam's Club tequila
Sam's Club is making a play for a share of the global tequila market, which has grown 9% in the past decade, led by the premium and ultra-premium segments. Sam's Club has introduced its own tequila, marketed under the Calle Azul brand.
Collaborating with Dragon Rouge, a design consultancy, Sam's Club developed a brand that would appeal to consumers looking for top-quality luxuries for everyday enjoyment. The brand identity and package design were built around the concept of "mastering the art of tequila," explains Eric Zeitoun, president of Dragon Rouge's New York office. The idea was inspired by Mexico's enduring passion, culture, and history that uniquely cultivated tequila's refined taste and excellence.
The brand experience starts with the product name. Calle Azul suggests the path to the blue agave source and region. The brand's visual identity, expressed through the package, balances the best of old and new for Mexico.
A modern font conveys the contemporary feel of Mexico, and the signature sun icon references Mexican heritage and its central role in nurturing the qualities of agave. "The sun's presence has inherently mysterious qualities, similar to those associated with tequila, and is further enhanced by the dark blue, almost black color palette chosen," says Marcus Hewitt, chief creative officer in Dragon Rouge's New York office.
The graphics are printed in four colors directly onto the glass bottle surface with UV ink screening, which is similar to an applied color label but has a different curing temperature than an applied color label and doesn't have ink color limitations because of toxicity challenges. Vitro provides the 750-mL bottle.
The rich colors on the clear glass bottle contrast with the color of the tequila seen through the bottle, and they accentuate the richness of the 100% Agave Añejo tequila. The sun image repeats, in a different color pattern, in the neck of the bottle.
A cork/cap closure provides a sense of traditional-looking tequila packaging, and the cap area is sealed with a clear shrink-wrap, from Continental Packaging Solutions, for tamper evidence.
"Dragon Rouge's development approach produced a unique branding and creative solution for Calle Azul to position the brand relevantly and distinctively as an ultra-premium tequila," says Maurice Markey, Sam's Club's vice president of private brands.
Calle Azul is rolling out in about 200 Sam's Club stores across the U.S.
These are examples of packaging that are young and contemporary;
-Calle Azul, Tequila.
Taken from: http://www.shelfimpact.com/newsletters/si-01-21-11.htmlPrinting gives distinction to new Sam's Club tequila
Sam's Club is making a play for a share of the global tequila market, which has grown 9% in the past decade, led by the premium and ultra-premium segments. Sam's Club has introduced its own tequila, marketed under the Calle Azul brand.
Collaborating with Dragon Rouge, a design consultancy, Sam's Club developed a brand that would appeal to consumers looking for top-quality luxuries for everyday enjoyment. The brand identity and package design were built around the concept of "mastering the art of tequila," explains Eric Zeitoun, president of Dragon Rouge's New York office. The idea was inspired by Mexico's enduring passion, culture, and history that uniquely cultivated tequila's refined taste and excellence.
The brand experience starts with the product name. Calle Azul suggests the path to the blue agave source and region. The brand's visual identity, expressed through the package, balances the best of old and new for Mexico.
A modern font conveys the contemporary feel of Mexico, and the signature sun icon references Mexican heritage and its central role in nurturing the qualities of agave. "The sun's presence has inherently mysterious qualities, similar to those associated with tequila, and is further enhanced by the dark blue, almost black color palette chosen," says Marcus Hewitt, chief creative officer in Dragon Rouge's New York office.
The graphics are printed in four colors directly onto the glass bottle surface with UV ink screening, which is similar to an applied color label but has a different curing temperature than an applied color label and doesn't have ink color limitations because of toxicity challenges. Vitro provides the 750-mL bottle.
The rich colors on the clear glass bottle contrast with the color of the tequila seen through the bottle, and they accentuate the richness of the 100% Agave Añejo tequila. The sun image repeats, in a different color pattern, in the neck of the bottle.
A cork/cap closure provides a sense of traditional-looking tequila packaging, and the cap area is sealed with a clear shrink-wrap, from Continental Packaging Solutions, for tamper evidence.
"Dragon Rouge's development approach produced a unique branding and creative solution for Calle Azul to position the brand relevantly and distinctively as an ultra-premium tequila," says Maurice Markey, Sam's Club's vice president of private brands.
Calle Azul is rolling out in about 200 Sam's Club stores across the U.S.
The bottle for this tequila really works, I love how the design uses a contemporary font, but brings in traditional, Mexican heritage. It shows that this colour of liquid can be combined with a well designed label without the need to hide the colour of the contents. The idea of the sun complements the colour of the tequila as it is a warm colour visually, but also in erms of taste. The red 'E' works too, I am not sure exactly how it is pronounced but may enhance the linguistics of the word.
Wednesday, 2 March 2011
YCN Supplied Artwork...
Supplied along with the brief is the artwork to be used with the response:
The logo, to me has conflicting styles, the main serif type suggests traditional which fits the current market and association with Glayva, the word liqueur in the sans serif type, and the large orange sans serif G gives a more contemporary feel, the look Glayva is aiming for to succeed in attracting a new audience.
This shows the logo in context, and to me this drink screams 'old man!'. This definitely needs a revamp if it is going to attract a younger audience.
The logo, to me has conflicting styles, the main serif type suggests traditional which fits the current market and association with Glayva, the word liqueur in the sans serif type, and the large orange sans serif G gives a more contemporary feel, the look Glayva is aiming for to succeed in attracting a new audience.This shows the logo in context, and to me this drink screams 'old man!'. This definitely needs a revamp if it is going to attract a younger audience.
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