THE CHALLENGE

Tails Cocktails has been in the market as a B2B RTD cocktail product for over a decade, and since being acquired by Bacardi-Martini the ambition grew to launch B2C. A soft-launch was undertaken in key markets; taking the key learnings from the soft-launch and the ambition to launch in more markets, Wonderworks were briefed to strengthen and premiumise the consumer facing brand claim and Brand World.

THE INSIGHT

In noisy BTL channels consumers have little time or attention span to digest brand messages. Yet we know that there is education required for RTD cocktails, as they are not yet a mainstream consumer product.

Our approach would need to easily communicate what the product is, and what to do with it, in a way that speaks to the target consumer group in a TOV that fits into their lifestyle aspirations.

THE APPROACH

Drawing on the ‘Ice. Shake Shake. Pour’ media campaign that had been developed for the brand, our approach was to build the brand world as a reflection of the consumer world – specifically the shaking of great cocktails sociably around the kitchen island!

Building on the base of visual brand assets, we introduced playful elements through pops of colour that help to communicate the brand TOV, and draw the consumer’s eye whether in store, or online.

Once design principles and core brand assets were established, we set about testing these across a range of key BTL assets to allow refinement and ensure we had a strong brand world that could be consistently applied, no matter the touchpoint.

It was important that we integrated a strong message that clearly communicated the brand claim – ‘Delicious Cocktails in Seconds’ leaves no-one guessing what the product is, what the benefit is, and that its one that will be enjoyed!  

The Brand Visual Identity and key assets and applications were brought together in a BVI and activation playbook that ensures cross-functional and cross-territory teams and agencies can build brand assets and activations that successfully deliver a consistent Tails Cocktails brand at every touchpoint, and in every market.

THE WONDER

Tails Cocktails new Brand World is starting to roll out in markets – the local brand teams and customers have been excited about working with it, and confident it will help to connect with consumers and drive sales. We wait to see the results!