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O'Killian

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by

Mila Schillaci Kwiecien

on 8 December 2013

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Transcript of O'Killian


Are you a follower... or a deCider? Discover your own flavour!

Product
- A range of diverse
ciders
from across Europe
- Produced
locally
and sold
globally
- Sweet and appealing taste of
apple
Brand Promise
Brand Values
Territory
Indie lifestyle
Cultural events
Messages
- Empowering communities to explore their
individualities
-
Cultivating
"Glocal" free-thinkers, authenticity & apples.
- Discover your
own flavour

Tone
Playful
Smart
Ironic
Up-to-date
External Aspects
- 33 cl - Single served bottles
-
Craft beer design
- Brown bottle with green label
O'Killian
Motivation
Business Information
- A growing
craft beer
and
cider trends
market
-
Alternative to beers
- Ciders sales in the US have more than
doubled
(2012-2013)
-
Trend
: customers are eager to discover new tastes
Competitors
Market Definition
Rational
-
Less calories
than beer
- Use
local apples
(Environmental/ locally friendly)
- Supports
local art
/bands/flea market
-
Taste
&
variety
-
Cheaper
Emotional
- Fit in with friends, but stand out from
mainstream
- Non conformism / Against the flow / Go
upstream
- Independent
- Own path
- Natural
Alcoholic & refreshing drinks for an
alternative lifestyle
Ciders - Cocktails - Spirits - Beers - Refreshing drinks
-
Different
/ Non mainstream
- We have to take care of each other (local business)
- Diversity /
Uniqueness
- Non conformism
A range of
ciders
that
empowers
you to live your
own lifestyle
and support
communities
and
culture
Key words
Glocal
Communities
Sweet
Organic
European
Natural
Own path
Diversity
Discover
Refreshing
Communities
Non-conformism
Explore
Bohemian
Respect
Go upstream
Individuality
Flavour
Empowering
Vintage
Uniqueness
Original
Liberate
Freedom
Authenticity
THE HIPSTER TEAM
LOLA
... ÜberNerd
MILA
... La Tigra
KILLIAN
... O'Killian
THERESA
... Miss T
ALE
... Sidra de Verano
JADITA
... Lupita
ALVARITO
... Huevo Frito
Even your classmates....
could be Hipsters!
Touch Points
Indie rock concerts, Organic food fairs, Art exhibitions,
Flea markets
Sponsoring Events
In-Bar
Hipster places in Madrid where we can promote the Brand with POP material
Celebrities
Famous people who could be the image of the brand,
Social Networks
Facebook, twitter, Instagram, Flickr, and Blogs
The Marcus
The Ghostshan
THANK YOU!
Y.O.L.O. !!!
The Germanitor
Moodboard
QUESTIONS?
1
2
3
4
Full transcript