Iceberg Vodka - Fundamentals Of Marketing

Iceberg Vodka

The Iceberg Vodka brand strives to be a responsible and trusted leader in the Greek market.

We believe that everything in this world is connected. With our product we seek out to connecting people and the world we are living in.

Iceberg Vodka is made out from water of 10,000 year old icebergs from Newfoundland. We are proud to say that we are the purest vodka in the world in every sense.

A premium product

MISSION STATEMENT

OUR TARGET GROUP

THE PEOPLE WHO CAN SAVOR THE DISSMILARITY

&THE UNIQUENESS

OUR TARGET GROUP

Is divided in two big categories

•The real gourmets•The party animals

EnvironmentRelevant to

Corporate social responsibility

•Environmental information campaign

•Donate 5% of the price from each bottle

Premium campaign

•Cooperate with premium clubs

•Organize a big gala

•Send e-mails

•Send invitation

CAMPAIGN

PUSH

AND

PULL

Payoff

Are you ready to break the ice?

Campaign goal

• Create brand awareness• Introduce Iceberg as an ‘icebreaker’• Make it a lifestyle-product rather than a

drink

Break the ice-campaign 1.0

• Announce events in glossy magazines• Street teams during club-nights offering

samples and free entrance to selected clubs. Find ambassadors.

• Organize Iceberg events (e.g. Red Bull Airrace)

How to integrate

• Work together with selected ‘high-end’ clubs• ‘Iceberg Ambassadors’ get in for free

How to integrate• Facebook campaign

‘share your picture breaking the ice’• Facebook payed ad for target audience

- party people 18-30, regular vodka- high-end people 30+, black label

• Profiling, which flavour are you?

Break the ice-campaign 2.0

Are you ready to break the ice?

How to integrate

• Top retailers are invited for trip to the arctics

• Users: share your photo and win a trip to the arctics.- Medium is instagram, facebook, Twitter- Will be reposted on Iceberg social media.

Arctic trip• Will be documented with photo’s and video

by company• Footage will be edited into a documentary

about harvesting and connecting with users,suppliers,distributors and locals.

• Documentary will be cut into episodes posted on Youtube and Vimeo. Releases are done on official website, facebook and twitter.

Are you ready to break the ice?Street-Team Clubs Trip

User social media Corporate social media

Documentary

Photos

Photos

Youtube/Vimeo

Corporate website Status-updates

Generate awareness• Users should ‘tag’ themselves in the photo’s

made by the Street-Team and in the Clubs. • They should share the photos on their

timelines (incentive e.g.: trip to arctics, become ambassador)

• Tag a friend who could use an icebreaker.• Tag a friend to accompany you to the arctics.

Two types of vodka

Regular Black Label

Two types of campaign

First campaign: party peopleThis campaign will take place ín clubs which are not that exclusive.We are going to sell the blue vodka there which is not too expansive.

Second campaign: business peopleThis campaign will take place in clubs which are more exclusive.We are going to sell the black vodka there which is more expansive because of its very high quality.Due to the reason that there are other people in the club than in less exclusive clubs we change the given characteristics a little bit in this campaign.

With those two types of campaigns we reach very different persons and therefore we can all connect them with each other under a common name.

What kind of icebreaker are you?CampaignWhat type of icebreaker are you‘ printed on posters and cards at the club with some answers given.The answers are possible characteristics.If somebody decides for the characteristic which fits perfect with him he can scan the QR Code and immediately gets information about the perfect cocktail for him.

GoalPeople will break out of their habits and will try new flavours.Therefore they don‘t always drink the same ones and are open-minded to new drinks.

What kind of icebreaker are you?