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TABLE OF CONTENTSEXECUTIVE SUMMARY ....................................................................................................................................... 2
INDUSTRY PROFILE ............................................................................................................................................. 2COMPANY PROFILE ............................................................................................................................................. 2SITUATION ANALYSIS ......................................................................................................................................... 3GLOBAL SPIRITS INDUSTRY .............................................................................................................. 3US ABSINTHE INDUSTRY .................................................................................................................... 3COMPETATIVE ANALYSIS ................................................................................................................................. 3GLOBAL SPIRITS INDUSTRY .............................................................................................................. 3US ABSINTHE INDUSTRY .................................................................................................................... 4SWOT ANALYSIS ..................................................................................................................................... 6MARKET RESEARCH ............................................................................................................................................ 9PRIMARY RESEARCH ............................................................................................................................ 9SECONDARY RESEARCH ....................................................................................................................10TARGET MARKET ...............................................................................................................................................11DEMOGRAPHICS ..................................................................................................................................................11PSYCHOGRAPHICS ..............................................................................................................................................12SOCIODEMOGRAPHICS .....................................................................................................................................12MEDIA STRATEGY ..............................................................................................................................................13MESSAGE STRATEGY .........................................................................................................................................13CREATIVE BRIEF .................................................................................................................................................14INTEGRATED MARKETING COMMUNICATIONS PLAN .......................................................................15SOCIAL MEDIA .....................................................................................................................................................19EVENT MARKETING ..........................................................................................................................................22PRINT .......................................................................................................................................................................24POINT OF PURCHASE DISPLAYS ...................................................................................................................25BROADCAST MEDIA/PRODUCT PLACEMENT ........................................................................................26CONCLUSION ........................................................................................................................................................26
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Executive Summary
La Clandestine Global Brand Ambassador A. Moss (personal communication, April 13,2011) stated that in a market like the United States, where over 70 absinthe brands arenow authorized for sale, marketing spending counts more than high quality. Unfortunately,low ingredient costs allow some companies to spend maybe twice as much on marketing asthey do on the product. In comparison, La Clandestine will always be relatively clandestinein communication and spending. The result is not having enough resources to explain thecategory to the U.S. consumer.
“The main resource we have is ourselves, our time and our belief in our product. Helped by
the fact that many long-term absinthe drinkers love it and help us with word of mouth. Sothe challenge is to find a way to communicate what the brand is about and to do so cost-
effectively.”
The following integrated marketing communications and advertising plan comprisesnationwide strategies to spread awareness about absinthe and the La Clandestine brand tothe U.S. market.
Industry Profile
Absinthe is a highly alcoholic beverage anise-flavored spirit made from herbs includingwormwood (Artemisia absinthium) from which the name is derived. Blanche absinthe(referred to as la Bleue in Switzerland) is bottled directly following distillation andreduction, and is clear. The more traditional verte absinthe (commonly referred to as the"green fairy") begins as a blanche but is altered by a new mixture of herbs placed into theclear distillate. Thujone, an ingredient found in wormwood is believed to be the cause of reported hallucinations and the reason for many regulations.
Company Profile
La Clandestine absinthe is a blanche/la Bleue Swiss absinthe that was first launched In2005, when the Swiss bans on absinthe were retracted. The U.S. approved version was laterreleased in 2008. Compared to other brands that reach up to 80% alcohol by volume, LaClandestine has a lower alcohol content of 53% alcohol by volume. Most absinthes aretraditionally meant to be diluted with ice water poured over a sugar cube placed on aslotted spoon on the rim of the glass; however, La Clandestine recommends using only icewater which results in a milky oil-in-water emulsion called the louche (French for opaque).La Clandestine chooses the finest of plants, distills batches in small proportions to ensurequality and authenticity, and remains 100% natural with no artificial colors.
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