X

OUR AGENDA
01 THE TEAM

02 OUR STRATEGY

03 STRATEGY & INSIGHTS

04 ART & COPY

05 DELIVERABLES
 01

THE TEAM
THE TEAM

Madison Baum Mia Singleton Joseph Mason Sarah Olick

Account Manager Strategy Planner Art Director Art Director

Avery Tucker Charlie Mahoney Lindsey Hallen

Digital Designer Copywriter PR/Activation/Promo
CREDENTIALS
 02

OUR STRATEGY
Approach
From To
 THE 303
APPROACH
Taking risks and being fearless in
advertising isn’t easy. Working as a
team to take on this challenge is how
we get things done.
THE PROBLEM
How do we make
Hardshore the trailblazer in
the golden age of gin?
FROM TO
The gin everyone is passionate
Our passion project.
about.

A spirit that allows you to try gin for

A unique-tasting gin.
the first time.

A spirit for gin lovers. Gin for super-premium drinkers.

Hardshore’s obsession with high quality

A gin produced with
ingredients and obsessive distillation
dedication.
process yields only the best gin.
 03
STRATEGY &
INSIGHTS
Target Audience
Insights
Objective
The One Thing We Want To Say
TARGET AUDIENCE

Super-Premium Spirit Drinkers

01 Ben
About
Ben is an established businessman
living in the city. 30-years-old, Ben
is a bachelor who drinks as much
at bars and restaurants with
colleagues as he does at home by
“Work is stressful, so I
like to sit back and relax
with spirits. With a
collection like mine, I’ve
accumulated a wide
range of spirit options to
show off to my friends.”

himself. His coworkers introduced

him to exotic super-premium
spirits, and Ben has taken to the Extrovert Introvert

scene looking to make his own Sensing Intuition

discoveries.
Thinking Feeling

Motivations Judging Perceiving

Status, Quality, Social Equity
02 ERIN
About
Erin is a physical trainer with a “Vodka allows me to be
curiosity for life. Her extroverted a part of festivities with
my friends but I'd like to
attitude keeps her active physically
maintaining a health-
and socially. When Erin goes out to
conscious lifestyle.”
drink with friends, she typically opts
for vodka as her drink of choice.
She wants to make a switch to
drinking spirits with more exciting Extrovert Introvert
ingredients. However, she is nervous Sensing Intuition
to branch out and try spirits other
Thinking Feeling
than vodka.
Judging Perceiving
Motivations
Fun, Health, Conversation
INSIGHTS
01 02 03

Super-premium Super-premium
Super-premium
spirit drinkers spirit drinkers are
spirit drinkers
use cocktails as constantly
want the very
a status symbol looking for new
best, highest
to reflect their and unique flavor
quality cocktails.
personality. experiences.
 OBJECTIVE
Communicate to super-premium spirit
drinkers that Hardshore Gin offers a
unique flavor profile without losing the
tradition of Gin.
THE ONE THING WE
WANT TO SAY
Because of its unique flavor profile,
Hardshore gives drinkers the experience
of trying gin for the first time.
 04

ART & COPY

Mood Board
Big Idea
Tagline
DRAOB DOOM
 IT'S THE ROLE OF AN
AGENCY TO SHOCK THE
AUDIENCE.
HARDSHORE NEEDS TO BE
COMPELLING, DISTINCTIVE,
AND MEMORABLE.
BIG IDEA:
 TAGLINE
Everyone Remembers
Their First Time.
 05

DELIVERABLES
Traditional
Digital
PR
Activation
TRADITIONAL
Billboards
Bus Stops
Print
Table Tent
1 DRAOBLLIB
2 DRAOBLLIB
3 DRAOBLLIB
 POTS
S U B E VI T C A R E T N I
 POTS
S U B E VI T C A R E T N I
OWNING THE NEGRONI
1 DA TNIRP
2 DA TNIRP
STNET ELBAT
DIGITAL
Social Media Posts
Content Calendar
E-Mail Marketing
Radio Spot
TV Spot
AIDEM LAICOS
AIDEM LAICOS
AIDEM LAICOS
AIDEM LAICOS
AIDEM LAICOS
AIDEM LAICOS
RADNELAC
TNETNOC
G NI T E K R A M LI A M - E Audience: E-commerce email list

Introduce a newsletter: Update Hardshore

followers on what's going on at the distillery,
new product offerings and other relevant
information to promote the Hardshore brand.
G NI T E K R A M LI A M - E
G NI T E K R A M LI A M - E
G NI T E K R A M LI A M - E
 Sound: Portland, ME coast, sounds of waves and birds, run for around 5 seconds before
Jordan starts

Hi, I’m Jordan, founder and master distiller of Hardshore, where our only focus in GIN. I
started distilling gin to impress my (then) fiance's father. Shortly after, I quit my career in
New York City to start a gin distillery in Portland, Maine with my wife.
TOPS OIDAR

Hardshore doesn’t taste like the gin you're familiar with. Leaving behind the juniper forward,
dry tasting gins of your parents' generation, we have distilled something entirely new.
)CES 06(

Breaking the rules of GIN, we have crafted a mint and rosemary forward taste that you will
never forget.

Our process starts with choosing the right ingredients. We hand select our grain from our
family farm in upstate New York, use scientifically proven high-quality water naturally
sourced from Sebago Lake, and hand-select five different botanicals from around the
world to make Hardshore. It demands a lot of work.

It’s the radical idea of making a spirit that gives drinkers the experience of trying gin for the
first time. Because everyone remembers their first time. Drink Hardshore and taste the
difference.
DRAOB YROTS
Scene 1:
Narrator sitting alone at
bar states:
“One night at a bar
somewhere in midtown
Manhattan, a man tried
Hardshore Gin for the first
time.”
Scene 2:
Shot of the man, sitting on
the comfy chairs with his
female coworker, wearing
plain clothes, sitting alone,
drinking what appears to
be a vodka/soda.
Scene 3:
Camera focuses on the
vodka drinker and his
female co-worker sitting
on sofa/nice chairs away
from bar. Vodka drinker
orders vodka, but then
switches order to a
Negroni after reaction from
female co-worker who he's
sitting with and
bartender/server.
DRAOB YROTS

Scene 4: Scene 5: Scene 6:

Bartender returns with Music really starts to kick We return to the bar and
two Hardshore Negronis. in and the party starts. see the same narrator as
They clink glasses and say Camera pans to a live band Scene 1.

cheers to each other. playing the jazz music. “It’s the radical idea of

Music starts to really kick Seems like the party is just making a spirit that gives

in. starting. drinkers the experience of

trying gin for the first time.
Because everyone
remembers their first time.
Drink Hardshore Gin."
 SCENE 1:
Opening shot at a bar with a Hardshore bottle.

Narrator: “One night at a bar somewhere

in midtown Manhattan, a man tried
Hardshore Gin for the first time. ”

Sound: slow jazz music, and

TOPS VT

seductive female narrator voice

Action: shot of the Hardshore

bottle and the beautiful wooden

bar

Lighting: darkly lit, lighting focused

on the bottle

Camera: panning across the backs

of people sitting at the bar, with a

focus on the Hardshore bottle.

Notes: Darker than the picture on

the left
 SCENE 2:
Panning throughout the bar, nearly everyone is drinking a Hardshore negroni (we know this because
of the distinct color, and identical glassware). Everyone is dressed eloquently. Some are sitting at the
bar. Others are playing pool. Camera then pans to the vodka drinker, who is deliberately out of place.
This sort of displacement is communicated from his clothes and body language, not his words.

Sound: same sound as scene 1

Action: shot of the man, sitting on the comfy
TOPS VT

chairs with his female coworker, wearing plain

clothes, sitting alone, drinking what appears to
be a vodka/soda.
Lighting: same dark lit bar as scene 1
Camera: the camera focuses on the Negroni's
in everyone’s hands, the eloquent dress of
everyone attending and shifts to the slightly
out of place vodka-drinker, who is having a
good time--but just seems a little
uncomfortable holding his Vodka sodka and
plain clothes
Notes: End the scene with the bartender
approaching him.
 SCENE 3: Camera focuses on the vodka drinker and his female co-worker sitting at the bar
Server comes over: “What can I get you?”
Man: “Another vodka soda” (Bartender makes a subtle facial expression indicating her mild disgust of
the drink order)
Woman: “Really?” (looking at the man). “Another Hardshore Negroni please”
Man: “(awkwardly interrupts stumbles his words a little bit) Actually.. I’ll..I’ll have what she's having”

Sound: music quiets down until he orders his

TOPS VT

Negroni, then faster paced jazz music kicks in

after he orders his Negroni

Action: first shot of the vodka drinker ordering

his vodka, then we see the reaction of the

bartender, then the reaction of his female co-

worker. They seem pleased but communicate

it non-verbally.

Lighting: slowly get lighter

Camera: first shot of the vodka drinker

ordering his vodka, then we see the reaction

of the bartender, then the reaction of his

female co-worker.
 SCENE 4:
Bartender returns with two Hardshore
Negronis. They clink glasses and say
cheers to each other.

Sound: jazz music starts to get

TOPS VT

faster, louder

Lighting: lighting highlights the

Negroni’s and the new Hardshore

drinker and his co-worker

Camera: focuses on the Negroni’s

and the reaction of the vodka

drinker, drinking them

Notes: communicate with the

camera and the face of the vodka

drinker that the Negroni is the

best damn drink he’s ever had

 SCENE 5:
Music really starts to kick in and the
party starts. Camera pans to a live
band playing the jazz music. Seems like
the party is just starting.
TOPS VT

Sound: uplifting, ‘party starting’

jazz

Action: the people who are sitting

around the jazz band are dancing,

drinking Negroni's

Lighting: everything brightens up

Camera: pan from vodka drinker to

sexy narrator, to the Hardshore

bottle
 SCENE 6:
Narrator returns: “It’s the radical idea of
making a spirit that gives drinkers the
experience of trying gin for the first
time. Because everyone remembers
their first time. Drink Hardshore Gin and
taste the difference”
TOPS VT

Sound: uplifting, ‘party starting’ jazz

Action: the people who are sitting

around the jazz band are dancing

Lighting: everything brighten up

Camera: pan from vodka drinker to

sexy narrator, to the Hardshore

bottle

Notes: while the camera is focusing

on the narrator, they’re a bunch of

people in the background

PR
Press Release
Boiler Plate
Swag
ESAELER SSERP
 Hardshore is a different type of distillery. Founded in
2016, Hardshore strives to have a distinct place on
ETALP RELIOB
the bar shelf by setting the bar for quality gin. With a
rosemary and mint-forward taste, Hardshore gin
sidesteps the expected and reaches the
extraordinary. Naturally made, straight from Sebago
Lake, the water used by Hardshore is so clean that it
allows the distillery to use 30% less water than
facilities of a similar size. Through a dedicated process
of making gin, Hardshore produces unforgettable
drinks for any spirit drinker. For more information
please visit Hardshore at
https://www.hardshoredistilling.com/ and
https://www.facebook.com/Hardshoredistilling/.
GAWS
GAWS
ACTIVATION
Mentorship Program
Ritual
End-Cap
Sample Box
 A drink made with Hardshore is a drink
that should be shared with friends. Gather
PIHSROTNEM
a group of your favorite people to enjoy
the experience of a Negroni or a Gin &
Tonic made with the unique flavors of
MARGORP

Hardshore.

For inquiries on hosting a private party or

at home event for up to 10 guests,
please contact Jordan at
hq@hardshoredistilling.com.
Must be 21 to join.
Terms and conditions apply.
INORGEN EHT NWO
Negroni Recipe
1¼ ounces gin
1¼ ounces Campari
1¼ ounces sweet vermouth
Orange twist, for garnish

To make a Negroni, simply:

1. Combine the Campari, gin, and
vermouth. You can either stir or
shake them together with ice in a
cocktail shaker.
2. Prep your glass. Fill a small cocktail
:LAUTIR

glass with ice, then run your orange

peel around the rim of the glass for
extra flavor.
3. Strain the cocktail. Strain the mixture
over the ice.
4. Garnish. Place the orange peel on top,
or nestle it into the side of the drink,
then…
5. Serve and enjoy!
PAC-DNE
XOB ELPMAS
THANK YOU!