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D I G I T A L C O M P E T I T I O N 2 0 1 8
01<br />
The <strong>Comp</strong>etition
ViceTails<br />
PRESENTED BY WORLD CLASS
4
A COCKTAIL COMPETITION WITH A DIFFERENCE!<br />
Bar Teams from across Europe are invited to take part in<br />
ViceTails 2018 - presented by World Class.<br />
A competition that brings signature drinks - from the<br />
World’s best bars - straight to your door<br />
with UberEATS!
6
NO NEED TO COME TO US…<br />
We’ll Come to You!<br />
7
Enter<br />
HOW TO<br />
Bar teams from across Europe are<br />
invited to take part in ViceTails 2018 -<br />
presented by World Class. A cocktail<br />
competition with a difference!<br />
•<br />
After an initial entry period & video<br />
vote, the top 5 cocktail kits will be<br />
made available for home delivery,<br />
launched via a ‘ViceTails’ menu<br />
through UberEATS which will go live<br />
during the 2018 World Class Global<br />
Final in Berlin.<br />
•<br />
The public will ultimately decide the<br />
winner, with the most popular<br />
‘ViceTails’ cocktail kit being<br />
awarded the grand prize!<br />
STEP #1<br />
STEP #2<br />
STEP #2<br />
STEP #2 #3<br />
CREATE A COCKTAIL KIT (to serve 4 people) THAT IS DESIGNED FOR HOME<br />
DELIVERY!<br />
We want you to create something that brings the flavours, essence & experience of your bar<br />
straight to your customers front door. Each bar will be provided with a ‘ViceTails’ cocktail box,<br />
that you must use to create your signature cocktail kit. You can choose to use Ketel One<br />
Vodka, Tanqueray No. TEN or Bulleit Bourbon as your base spirit, and you must design your<br />
cocktail kit so that it serves 4 people.<br />
MAKE A VIDEO TO PROMOTE YOUR COCKTAIL KIT<br />
Submit a video (no more than 45 secs) that advertises your cocktail kit.<br />
THE TOP 5 GO HEAD TO HEAD IN BERLIN!<br />
The top 5 winning cocktail kits will go head to head in a real life showdown - each will be<br />
available to order during the World Class Global Final in Berlin for home delivery through<br />
UberEATS!<br />
8
Timeline<br />
ENTRY<br />
PERIOD<br />
ON-LINE<br />
NATIONAL<br />
VIDEO VOTE<br />
TOP 5<br />
LIVE CHALLENGE<br />
PUBLIC VOTE<br />
& JUDGING<br />
THE<br />
WINNER<br />
AUGUST<br />
SEPTEMBER<br />
OCTOBER<br />
DECEMBER<br />
Bar teams from across<br />
The competition will go live<br />
The ViceTails ‘Top 5’<br />
The overall winner will be<br />
The winning ‘ViceTails’<br />
Europe are invited to take<br />
with the video submission<br />
menu is launched at the<br />
decided by:<br />
Cocktail Kit will be launched<br />
part in ViceTails 2018 -<br />
presented by World Class.<br />
You must:<br />
1) Create a cocktail kit (to<br />
serve 4 people) that is<br />
designed for home delivery!<br />
2) Create a video to promote<br />
your cocktail kit<br />
from each bar launched on<br />
Vice Video… & the public will<br />
be asked to vote for their<br />
favourite!<br />
Each bar must canvas for<br />
votes in order to hit 100,000<br />
views - with the first 5 that<br />
hit the target going through<br />
to the final in Berlin!<br />
World Class Global Final.<br />
The cocktail kits will be<br />
available to order - for<br />
delivery to homes & hotels in<br />
Berlin during the week of the<br />
competition - through<br />
UberEATS.<br />
1) Public vote (50%) - based<br />
on which cocktail kit was<br />
most ordered during the live<br />
final<br />
2) Judging Panel (50%) -<br />
based on the overall concept<br />
& applicability of the kit<br />
in their market - as a retail<br />
gift & home delivery cocktail<br />
kit.<br />
Retail & Distribution partners to be<br />
identified
THE<br />
Prize<br />
The winning ‘ViceTails’ cocktail kit will be launched in the winner’s market and Diageo Reserve will work in<br />
conjunction with the winning bar to produce:<br />
‘ViceTails’ cocktail kit (for retail)<br />
‘ViceTails’ cocktail kit (for home delivery)<br />
Retail & Distribution partners to be identified<br />
10
02<br />
The Cocktail Kit
Cocktail<br />
THE<br />
KIT<br />
STEP #1<br />
Each bar is provided with a ‘ViceTails’ cocktail box, that they must use to create their signature<br />
cocktail kit. They can choose to use Ketel One Vodka, Tanqueray No. TEN or Bulleit Bourbon as their<br />
base spirit and must design their kit to serve 4 people.<br />
The kit comprises :<br />
‘ViceTails’ cocktail box<br />
375ml bottle of spirit<br />
Set of 3 x miniature bottles (for liquids)<br />
Set of 3 x miniature jam jars (for spices / garnish)<br />
Recipe card template<br />
12
13
Green<br />
KEEP IT<br />
Our cocktail kits have been designed<br />
with sustainability in mind.<br />
All materials are recyclable & the<br />
design uses minimal packaging in<br />
order to lessen the impact on our<br />
environment.
03<br />
Promo Video
THE<br />
Video<br />
STEP #2<br />
To accompany your ‘ViceTails’ cocktail kit, each bar must create a video that promotes their drink.<br />
The video must :<br />
Be 45 secs in length (or less)<br />
Use a square format (for instagram compatibility)<br />
Demonstrate how to make the cocktail<br />
The rest is up to you to decide!<br />
16
THE<br />
Video<br />
VOTE<br />
The competition will go live with the<br />
video submission from each bar<br />
launched on Vice Video… & the public<br />
will be asked to vote for their<br />
favourite!<br />
•<br />
Each bar must canvas for votes in<br />
order to hit 100,000 views - with the<br />
first 5 that hit the target going<br />
through to the final in Berlin!
04<br />
Partners
Partner<br />
MEDIA<br />
We will identify a media partner to be the<br />
face of the competition, with World Class<br />
acting as the sponsor.<br />
•<br />
The aim being to create a consumer facing<br />
campaign that reaches out to our target<br />
demographic (through a recognised<br />
channel), that will introduce the World Class<br />
brand & offer a platform for consumers to<br />
experience World Class cocktails (from the<br />
World’s best bars), in their own homes.<br />
•<br />
Our media partner would need to offer<br />
Europe wide coverage, promotion &<br />
amplification of the competition.<br />
19
Partner<br />
DISTRIBUTION<br />
We will identify a distribution partner (such<br />
as UberEATS) to facilitate the delivery of<br />
the cocktails kits.<br />
•<br />
Our distribution partner would need to<br />
offer Europe wide coverage, promotion &<br />
amplification of the competition.<br />
•<br />
Sweet&Chilli will manage the production of<br />
the cocktail kits for distribution in Berlin<br />
during the World Class Global Final, & will<br />
work with the overall winner’s market to<br />
produce kits for retail & distribution post<br />
competition.<br />
20
05<br />
Considerations
S A M P L E T O O L K I T S L I D E<br />
NEXT STEPS & CONSIDERATIONS<br />
• Focus must be on consumers not bartenders<br />
• World Class National Winners will be unable to enter<br />
• Media partner involvement crucial<br />
• Distribution partner involvement crucial<br />
• How do we promote the comp to the trade?<br />
• Box must be costed to retail under £30<br />
• Option to make the prize a xmas gift for retail stores / grocery (Selfridges for example)<br />
• Budget to follow
S A M P L E T O O L K I T S L I D E<br />
BUDGET | £100K<br />
• Concept Development<br />
• Account Management & Campaign Delivery<br />
• Content Creation<br />
• <strong>Digital</strong> Platform Development<br />
• Media Partnership Fee<br />
• Distribution Partnership Fee<br />
• Trade Promotion (launch & recruitment)<br />
• Cocktail Kit Production (Entry Phase)<br />
• Cocktail Kit Production & Distribution (Final)<br />
• Cocktail Kit Production & Distribution (Winner)<br />
• Agency Fee
www.sweetandchilli.com
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