OUGD503: Greenalls Development (7.1)

Considering the target market Greenalls is wanting to expand to- a quick fix in the form of an advertisement isn't really tackling the problem. Greenalls are huge figures at Race events, so why not expand to festivals? These do not have to be strictly music, millennial interests vary, and considering people mainly drink Gin because of associations of their parents drinking it, country fairs and events such as Food and Drink festivals would be a good place for Greenhalls to expand to. This could reach even further to a 'Greenalls Tour', taking over spaces in up and coming cities in the summertime when population is at high velocity. 

Competitors such as Pimms are a regular feature at trade show events and food festivals, the Leeds International Food Festival last year had one Pimms tent, with queues always around the block as they dominated the market in refreshing summer drinks at that particular geographic location. Greenhalls has the opportunity to do the same and indulge current gin fans on their travels, and hopefully expand their supporters. Receiving a positive experience will lead to a positive brand recognition being made. This should hopefully pursuade future decisions when purchasing a Gin or recommending a drink to a friend (especially if Greenalls Cocktails were served). The appeal even spread to non-Pimms regulars, and I have witnessed first hand consumers. In addition, Jagermeister have branched into festivals, two big ones they dominate are Reading and Leeds. 

As World Gin day is an event coming up in June, if Greenhalls want to have brand recognition with this event it is essential they have a first mover position- identifying a public holiday with the original gin, Greenalls.

•  This means some form of collateral needs to be created as an identity linking the two. This can take place in the form of social media collateral, as that is the primary mode of communication. I have followed the Greenalls accounts and there has been a notable increase in the amount of times their posting- and what copy they put with it. Greenalls are definitely trying to engage the audience, so if this brief is to fully comply with their brand guidelines and strategy- I need to do the same to inform the preposed outcome.

- Tent stand redesign

To accompany the festive spirit of the day, I considered the things which really draws in society today. The concept of a 'deal' will automatically engage the aucience- especially in an environment where Greenalls do not have Pimms' luxury of monopolising the space. By giving the consumer good value for money it instils a trust and confidence between the brand and consumer, leading to further positive brand recognition.

Looking back at research, Heineken created a wristband so you didn't need to keep money on you, in exchange for Pint tokens easily removed. Only at some current UK festivals can you purchase a wristband (or pre-purchase lots of drinks), without receiving them all at once. The convenience of this to the audience and user would be that they could simply set a drinking limit for themselves (or guess from experience), how much they will drink that day; and can purchase drinks tokens that are secure to them to avoid loosing like possible wallet).

- Wristband experiments