Undertone Wine Bar {creative strategy}

Amanda Fabrycki-Account Manager Lacey Link-Account Planner Daniel Hazzard-Copy Writer Briana Romancier-Art

Director

AUDIENCE Growing millennials

● Live a little for Less

● Desire to explore wine

● Deeper understanding of wine subtleties

CHALLENGEWine is scary

● Audience wants to learn in their own way

● Lack of wine knowledge leads to feelings of inferiority

● Intricacies of wine are intimidating

INSIGHT Millennials crave the sophistication that sharing their

wine prowess brings, yet are resistant to being taught.

STRATEGY“Fancy without the fancy” ● Comfortable & Approachable

● Educational

● Open to all learning styles

● Sophisticated look & feel

SO, WHAT’S THE

CONCEPT?

Sheila’s a Bitch.

NAMING

SYSTEM

LET THE

DOGS OUT

FAUXSOMMELIER

CHALK

TALK

WINE

PERSONA

DEFINITION:

1. A quality, meaning, etc., that is present but not clear or obvious

2. A low or subdued utterance or accompanying sound

3. An underlying quality or element; undercurrent

UNDERTONE

LOOK & FEEL

`1

GOALS Success will be measured by high attendance on

opening night (150+ people) and retaining these

customers for the future.

BUDGET Dogs (donation to Humane Society)……………………..$500

Dog Look-a-

likes………………………………………………….….$1,500

Dog Outfits (branded).............................................$150

Coupon Cards (5.47”X4.21”)...………………………..……..$17.49

Cost of Discount…………………………………………………….$1,750

Faux

Sommelier……………………………………………..…………$500

Chalk Artist…………………………………………..………………$175

Website…………………………………………...………………...$4,000

Total…………………………………….………………………..$8,592.49

SO, WHY

AGAIN?

Millennials crave the sophistication that sharing their

wine prowess brings, yet are resistant to being taught.

THANKS BITCHES.