| Positioning: |
A
brand in the fast developing Premium Packaged
Spirits sector, but differentiated as "Alcohol
Plus" and "Ice".
An alternative to Premium Packaged Lagers and
Spirits & Mixers and Ready to Drink Mixed
Drinks |
| Competitive
Environment: |
| Alcoholic
soft drinks (e.g. Hooch, 2 Dogs, Strobe, VK
Ice)
|
| PPL's
(especially ice beers)
|
| Long
mixed drinks (e.g. Bacardi and Coke)
|
|
New
generation RTD mixed drinks and PPS's (Bacardi
Breezers, Smirnoff Ice,
Metz, Ginzing) |
|
| Proposition: |
| The
Ultimate Alcoholic Stimulant
|
| A
"Kampai"
keeps you feeling refreshingly high for longer
than other alcoholic drinks |
|
| Support
for Proposition: |
Kampai
combines a spirited alcoholic kick with the
refreshment of fruit and specially selected
natural extracts recognised for their
beneficial effects on mind and body |
| Creative
Thought: |
Kampai
- Stay High |
| Brand
Personality: |
Sussed,
cool (but not aloof), masculine (but not
macho), arrived (not aspirational), grown-up
(not grown old) |
| Defining
Product Attributes: |
- Sessionability
- Unique flavour combination
- Quaffable
- Non-cloying
- Refreshing
- Noticeable alcoholic kick (but no
challenge)
- 5.0% ABV and 5.5% ABV
- 275ml glass NRB
|
| Defining
Brand Attributes: |
- Good time social lubricant
- Brand Provenance
- Badge-ability
- Masculine, but approved of by females
|
| Target
Audience: |
-
18 - 34 men (and women) out for the
night with friends.
Trying to avoid "full of
beer" sensation or trying to
keep going all night and avoiding the
"urgency of shorts"
-
Alcoholic lemonades appealed initially,
but the gimmicky/teenage image has put them
off
|
| Target
Occasion: |
- Full of beer, slowing down, need a
change
- Refresh the
palate
- A
round, on a "night out"
- A "kick-start" to the
evening
|
