Artisan Drinks - Evaluation

A mixer is used in a drink, often an alcoholic one. An alcoholic drink is often consumed in a social situation. We socialise most commonly to lift our spirits. A reason the campaign has met the brief and should effectively sell the product.

The compliment based campaign uses adjectives that are not only for the audiences, but also representative of the characteristics you would expect from a mixer - sweet, bubbly and refreshing. The initial sale message might not be clear until the logo has been read, but research into type based advertising suggested that success was found when the concept is attention grabbing rather than explicit.

The aim of the campaign was to lift peoples spirts which through feedback was confirmed to do in a number of ways. The bold, bright colours reflect the happiness that the compliments are providing, thought to be mood boosting a product relevant.

The execution of the campaign appropriately reaches the younger target audience than other competitor drinks companies through the minimal but vibrant approach. The customer engagement is ensured through the creation of ‘would you rather …’ beer mats which encourage conversation at the bar, maybe with someone new and essentially lifting spirits through the identified method of social interaction. A tape has also been designed for distribution at events, allowing for customers to tear off the compliments and stick them in various locations - further spreading the campaign and reaching the trendsetting target audience.