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5 months ago

RE:FRESH Creative Campaign

SITUATION

SITUATION ANALYSIS

Executive Summary RE: FRESH is an entirely new product, so the first campaign objective is to create product awareness among our target market. RE: FRESH is not just a new beer, but an entirely new beverage for much of our market, so education and familiarization will be integrated thoroughly into our campaign. The radler, a mixture of organic soda and light German lager, is unique to other summer beverages in that it has the feel of a beer, the light effervescence of a soda, and the increasingly coveted personality of a local craft beer. Our creative messages will visualize this distinct personality to increase recognizability, emphasizing the Unique Selling Point and weaving easily digestible product information throughout the campaign. • 5 •

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