BAILEYS ORIGINAL VS BAILEYS ALMANDE
Baileys is about licking the screen but what we discovered is that millennials don't want to lick the screen they want to jump into it. We believe that by allowing millenials to own the Almande story we will help raise awareness, change perception and drive sales.
We will be activating in coastal urban cities because of their large population of multicultural millennials and growth in business/activities that appeal to the flexitarian lifestyle.
Throughout the campaign, influencers will be engaged to activate their audience at heat moments within the target markets. They will be a mix of macro and micro level, millennial-age artists, performers, and creators of all kinds sharing their #AlmandeByMe stories, providing authenticity, motivation (FOMO), and targeted reach.
T H E “ A W A K E N Y O U R C R E A T I V E ” E V E N T " :
We created an event in Williamsburg Waterfront Park to help design Almande’s new bottle. While at this designing experience they will be able to use printed graphics or free draw on their own. Once finished they will enter their email and Instagram handle to share with themselves. They will also have the option to “Share with Almande” so that Almande will review and potentially select some winners.
Influencers activate their followers to create their #AlmandeByMe designs.
After the event, the consumers will have the opportunity to vote for their favorite designs and the designs that receive the most votes will become the ads that were seen when the bottle was first introduced.
Consumers will be prompted from social influencers to try Almande and create their own recipes. Once created they can share using hashtag #AlmandeByMe. The influencers will repost their favorites recipes and they will be made into actual ads.
T H E C O L L E C T I B L E S S E R I E S :
To drive consumers to the point of purchase, we created a collectibles series that will serve as the final piece of the Almande story. The collectible series will consist of bottles that were designed in each city. Each collectible bottle will be sold in liquor stores and airports in its respective city.
T H E A L M A N D E C U S T O M I Z A B L E P A R T Y P A C K :
The Packs will be available in liquor stores across the country.They will contain a bottle of Almande, ingredients for vegan treats, games, party decor, and a special code to use on the microsite to get a series of recipes for home usage and cool itineraries for going out.
T H E A R A L M A N D E S T O R Y :
On each collectible, there will be an augmented reality experience that will showcase the Almande story. This will be the story of the full campaign showcasing how millennials created the design and recipes to help craft the story of Almande in each city.