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Old Mill - Case study
Old Mill was a concept put forward to a drinks brands company in New Zealand as a rival to the current Ginger Beers on the market.
See below for an understanding of my working progress.
What is our SINGULAR MOST IMPORTANT ASPECT? Every product or business should have one.
A single minded proposition is very easy to understand and can easily promise what it needs to.
Old Mills most important selling aspect was it being 100% Kiwi along side it Australian competitors.
Who is our TARGET AUDIENCE? Who are we talking to?
You need to know your target audience for the correct tone of advert and selling technique, you need to know what, when and where they may be using your product or service.
For Old Mill the target was males aged 25 – 45 years old.
How can we quickly deliver our message?
You must purvey your message clearly, quickly, simply and relevantly.
Old Mill does this through the guise of Kiwi Jack, an honest Kiw block that the target audience can easily identify with and relate to.
Finally what reaction does this create?
It should make the customer/client Smile, Laugh, be informed, provoked and onvolve a connection.
Old Mill does this with Kiwi Jack by disarm you with humour, telling you something with in turn creates a emotional response and a connection.