| Brand
Name: |
WANTED
– Big Henry Beer |
| Positioning: |
Mainstream
on and off-trade PPL |
| Competitive
Environment: |
| PPL’s:
Fosters, Bud, Corona, Sol. Not Saporro or Michelob |
| PPS’s:
Woody’s, Bacardi B, Smirnoff Ice, Red
Square |
|
| Proposition: |
The
Fun Alternative to the Beer Bores |
| Brand
Personality: |
| Mexican:
Bandit (Hole in the Wall Gang, Butch
Cassidy) |
| Big
Character |
| Family:
Inclusive, supportive, protective,
loyal.
A story to unfold |
| Fun
but not transient |
| Youthful,
confident, urban streetwise – but not
elite |
|
| Defining
Product Attributes: |
| Easy
to drink – but with a distinctive note
of its own |
| Smooth
and slightly dry |
| Refreshing |
| Not
weak and watery |
|
| Defining
Brand Attributes: |
| Big
Personality |
| Family
story, brand history (tba), Masculine
but approved of by females |
| Striking
but simple design |
| Mutual
‘pull through’ with Wanted
snack-food in both the on and off trades |
| Instantly
recognisable in a crowded marketplace |
| An
easy and memorable bar call. |
|
| Target
Audience: |
| 18
– 28 male and female. |
| Party
animals with a bit of attitude |
| Casual
drinkers with a ‘bag of crisps’ |
| Take
home convenience and impulse buyers |
|
| Range: |
| Currently
330ml Singles |
| Future
move to 4, 6, or 8 multipacks |
| Possible
promotional role for 25cl stubbies and
660 ml bottles. |
|
| Distribution: |
All
sectors |
