Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Executive Summary<br />
<strong>RE</strong>: F<strong>RE</strong>SH is an entirely new product, so the first campaign objective is to create<br />
product awareness among our target market. <strong>RE</strong>: F<strong>RE</strong>SH is not just a new beer, but an<br />
entirely new beverage for much of our market, so education and familiarization will be<br />
integrated thoroughly into our campaign. The radler, a mixture of organic soda and light<br />
German lager, is unique to other summer beverages in that it has the feel of a beer, the<br />
light effervescence of a soda, and the increasingly coveted personality of a local craft<br />
beer. Our creative messages will visualize this distinct personality to increase<br />
recognizability, emphasizing the Unique Selling Point and weaving easily digestible<br />
product information throughout the campaign.<br />
• 5 •
Change language