BLACK INFUSIONS
Black Infusions is a small startup company that specializes in craft vodkas. How do you make this little-known vodka stand out? By showcasing it’s real, authentic, no-BS ingredients.
This project was part of the 2021 New England 4A’s program and my team won 1st place! I came back to help as program administrator in 2022.
THE CREATIVE
According to my team’s research, Black Infusions is definitely a hot commodity to today’s consumers who value authentic ingredients. They just haven’t heard about this particular company yet. So how we we stand out? With a bold, standout tone and smart activations.
BRAND MANIFESTO
We created a brand manifesto video as a way to show the creative vibe Black Infusions should aspire to. Since our strategy was to hone in on the authenticity of its ingredients, we suggested BI make their own video using actual footage of their farms — and they did! You can find their video here.
Language guide
I also created a language guide for BI to use as they craft social posts, talk about their products, etc., tin order to align with our creative.
#RaiseYourglasstoreal tasting event
In order to spread brand awareness, we suggested BI partner with local real-ingredient restaurant, Craigie on Main, to host a tasting event for nearby food critics. Event-goers would order their food, then bartenders would concoct unique BI cocktails to pair perfectly with each meal.
INFLUENCER RECIPE KITS
We also suggested partnering with foodie influencers to further spread the word about BI. Each influencer would get a recipe kit and be prompted to post their food creations and cocktails on Instagram.
Organic social
We’d keep BI a hot topic by commenting on influencer and celebrity posts where relevant.
PROMOTED MEDIA
BI’s promoted social media posts would carry on the bold, fun tone I crafted, while bringing to attention the fact that they have all-natural ingredients.
OOH/Off-premise promotions
We also suggested sprucing up BI’s current in-store tags and creating end-caps with baskets of real fruit to highlight the all-natural ingredients. These end-caps would be displayed strategically in high-traction stores.
DRIZLY PARTNERSHIP
Based on our research and the fact that Drizly has skyrocketed into popularity in recent years, we thought a strategic partnership would definitely be a smart move.