OUGD503- Greenalls Competitor Research (2)

After re-interpreting the brief, I wanted to narrow down what my form of "creative" would be. The demand for a "quintessentially British moment present through time" lead me to explore gin advertising through the decades. It was notable that Gordon's was the leading contributor to Gin advertisements, so its essentially to not accidentally pastiche a competitors previous work.

The first image incorporates a three-dimensional realism, with keen attention paid to the lighting, shadows and depth within the image. The composition suggests the gin is the key.

Gordons are No 1 in the Gin Market, stocking in all the same places as Greenalls. They do pursue the London Gin 'founding' title, using dark green in their packaging and branding. Gordon's have tried to monopolise the Gin and Tonic, suggesting the G is for Gordon's- which is not necessarily the case!

Recently Gordons have gone much more radical and quirky with their marketing, suggesting unleashing the party animal as well as a funny token of humour to remember. These TV adverts are creating their own narrative, airing at the time most 'millenially' targeted shows are on, catching the right audience. Greenmails 

 

Interactive spaces are a huge interest to me, as is customer interaction as a whole. The combination of tangible sets is something deep routed through history, with retailers, furniture makers and even the Suffragets using displays as a means of communication. One can question- is that still the case in todays modern age, especially for this target market?

A display space or pop up tasting event, composing new cocktails with classic Greenalls products. The space would convey the visual narrative of a quintessential British event, offering up on a platter the 'Greenalls experience'. The design components could feature P.O.S Drinks fixtures and displays, inspired space/interior design and identity. A 'Greenalls Roadshow' could be put on, starting in Warrington, making its way down to London (or vice versa) just like it did in the day. However, that route would exclude nations such as Scotland, Wales, South-West and far South.

Display design for Bombay Sapphire

As a way to take the emphasis off one fixed space, incorporating a photographic/print element in highly populated areas, bars or even busses would bring a quintessentially British component by giving the design back to the people- away from the screen, encouraging visual reference in a public space. This itself could be a promotion of an event, it is good to remember that World Gin Day is in June so that could feature as part of a possible advertising series. 

Product and Display photography could be incorporated with Graphics, to create a poster/ web series of marketing collateral, placing Greenalls gin at the heart of every scene. Each image would be art directed and composed to convey a quintessentially British moment or event through time. 

Both good quality Gin and Vodka are used in playful and tropical marketing material, this one in particular for John Lewis gift section utilises holiday references. A happy message is being suggested, use these spirits, have a fabulous cocktail fiesta and the world will be all happy and colourful- again selling an aspirational ideology. The display techniques non the less are suggestive of a real life event you can remember and engage with, the photography looks like you can reach out and touch the objects- further immersing you in the scene.

When considering a product Greenalls could bring to the market, I considered collectables and gifts. Often the millennial market purchases more humorous and playful gifts for friends and loved ones, including things they like. Alcohol is huge in the gift market, as well as unique collectables to trigger fond memories of the past.

When re-reading the brief, it is clear they 'want to make [millennials] passionate advocates for Greenhalls through reinforcing our authenticity and credentials as well as amplifying our inviting British personality', so it is interesting to see what collectables or product ranges may be following quality products, the same way Greenhalls intends to.

Unable to purchase products or gifts on the website- feature needs to be added or changed to increase online interaction with the products, as well as an ability to buy. Also, Greenalls don't feature gift ranges, which is strange as they have a whole section about cocktails. A lateral move would be to combine the passion and enthusiasm Greenalls have for cocktails and create a cocktail book. This could feature inside a little gift set perhaps? Unless targeting at millennials means there should be an larger emphasis on 'the things we see the most'.

Researching interesting ways of presenting gift sets or packaging for alcoholic beverages. I have targeted Greenalls competitors in the market, as well as other interesting ways of delivering collectables. 

Distressed and influenced by history, small and compact tins and earthly materials are clear of Whisky brands, suggesting a masculine, outdoors persona.

Hendricks is a major competitor in the gin market for Greenhalls, yet they target a slightly different market. Looking at distribution channels, Greenalls Original is not featured in so many bars, whereas Hendricks is everywhere its target market are. Priced in supermarkets at £18 ono, compared to Greenalls £14, Hendricks are more focused on saturating the market it seems, conveying a botanical, 'juniper berry' ideology behind the branding and packaging.

Here they have created a little G&T cocktail kit, which looks to be pocket-size, and comes with miniature bottles to keep the experience Hendricks. I am a gin lover myself, however when researching cocktails I want to make, I generally pick a cheaper alternative where possible than the brand it is selling. The audience may simply take inspiration, rather than follow up with a purchase- but that is a risk that we may need to take.

Hendrick's are selling a herbal lifestyle almost, keeping their marketing traditional and wholesome reflecting classic British iconography, such as greenhouses and outdoor days drinking gin. The gift set below is selling this idea. Hendricks say that cucumber is best with their gin, so are providing the opportunity for you to grow your own little cucumbers to enjoy a perfect G&T whenever you like! 

Despite this, by encouraging you to grow your own gin cucumbers could be promoting everyday drinking which would go against the alcoholic drinks code for marketing, yet that is a very pessimistic view. Tanquaray take on a different approach, keeping it clear, simple and to the point. A drink right there for you to enjoy in the comfort of your home (or wherever you like!) , whilst providing how to make the perfect Tanquaray and Tonic. 

I did a quick gift search on google, which lead me mainly to the John Lewis website (one of a few), and searched for unique Gin's, seeing what the other leaders were doing. The Chase Gin packaging was interesting, as Greenalls also have partner jockeys, yet Chase have got their first. The idea of incorporating the horse racing endorsement is none the less an idea to rule out, as that is a whole other event where you can drink gin.. 'A Day at the Races' featuring Greenalls.

Unique and dainty packaging to sell as gifts- what is the point in this for Greenalls? Needs to encourage more user participation in some way.

In an interesting talk from Iris London and the Young Creative Council, they raised the point 'how many times have you seen a billboard today? How many posts have you seen on a phone?'. This point  keeps resinating in my thoughts, as to encourage as much brand interaction is critical to delivering what Greenalls want.

Southern Comfort are great on social media, constantly incorporating sleek photographic content, cocktail advice and links to products and gifts. They take a classy but playful brand positioning, targeting a 'young and fun' section of the market- not to dissimilar from Greenalls. As Bourbourn and Gin are two different drinks by nature, they hold different connotations, stories and related situations to drink  that particular drink in.

In my initial ideas I explored the concept of 'Greenalls saves the day', in relation to all the bad things that occurred in 2016. Southern comfort here have done exactly that, in a modern, concise and culturally relevant way. They are suggesting that by drinking southern comfort, the effects of 2016 can be removed, placing the SoCo red and gold branding right at the heart of the message. After I saw this campaign on social media, I knew by pursuing by idea it would be pointless as they have first mover position and issues regarding intellectual property. 

Southern Comfort also ustilise a clever social media platform, encouraging responsible participation but presented in a humorous way. Short videos featuring emoji's force the customer to desire at least one of those products- or carry on scrolling.

  

          

Possotive responses and over 400,000 views on average per video, with huge participation levels from both sides. The brand have a lighthearted 'non-corporate' voice over the platform, as well as complement their customers and subtly encourage them to buy SoCo when they're next about.