Download to read offline
Uploaded byReggie Aspelund
Finnegans
Founded in 2000, Finnegans donates 100% of its profits to charity. While the brand has high awareness, few know of its charitable mission. To increase preference and trial, the brand redefined drinking Finnegans as an act of volunteerism. A rebranding campaign in 2011-2012 featuring a new logo, packaging, and IMC approach increased sales 46% and raised over $100,000 for charities. Our task is to help Finnegans exceed its $120,000 fundraising goal for food shelves in 2013 by identifying new segments unaware of the brand and creating a social media campaign for an April food drive event.
More Related Content
![Usabilidad[1]](https://cdn.slidesharecdn.com/ss_thumbnails/usabilidad1-130306144223-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Finnegans
- 1. Agency Spotlight (casestudy):
- 2. FINNEGANS BRAND HISTORY •Founded in 2000 by Jacquie Berglund who believed everyone and anyone can make a difference in their community. • FINNEGANNS Irish Amber was the first beer in the world to donate 100% of its profits back to the community.
- 3. FINNEGANS BRAND POSITIONING •Focused on Irish Identity using humor + irony:
- 4. Situational Analysis • FINNEGANShas high brand awareness but very few are aware of charitable mission.
- 5. (Solution) Objective • Increasepreference and trial of FINNEGANS by leveraging what makes it distinct.
- 6. Strategy • Re-define drinkingFINNEGANS as an act of volunteerism unto itself.
- 7. New Logo +Tag Line
- 8. New Packaging • Cleanlook that stands out from other brands. • Clear product positioning (mission statement).
- 9. IMC Example ofTouchpoints • Each bottle has IMC theme and communicates drinking is a charitable act.
- 10.
- 11.
- 12. New Product LaunchSt. Patty’s Day 2012
- 13.
- 14. • Saint Ashlee FitsCatholic narrative and draws humor + irony:
- 15. • Saint AshleeIMC Campaign
- 16. Campaign Success • Salesincreased by 46% (2011). • Raised more than $100,00 for local charities (2012). • Martin Williams wins Effie Award for their rebranding campaign (2011).
- 17. OUR TASK (USTMarketing Team) • Help FINNEGANS exceed their goal of raising $120,000 for food shelves in 2013! • Identify new segments that fit the FINNEGANS’ psychographic & rhetorical vision but are not aware of the brand through primary research. • Create a 2 week call-to-action social media campaign for a FINNEGANS food drive event in April 2013. • Report to UST and FINNEGANS.