Here at Together Agency, we love a drink. That’s not to say we start each day with a mojito or stash a cheeky WKD blue in our desk drawers (well, some of us don’t).
What we’re trying to say is that, as a marketing agency, there are few accounts we find more rewarding than an alcohol campaign.
We work with some leading brands of UK ales, cider and spirits, and the creative briefs we receive never fail to cause a ripple of excitement in the studio. And, let me assure you, there is nothing the Together team enjoys more than a good ripple.
I suspect that the reason we find marketing for the drinks industry so enjoyable is the fact that successfully advertising and promoting alcohol brands in the modern market is incredibly challenging.
Few marketing sectors are so inextricably linked with lifestyle than drink. What a person chooses to drink at a bar says an awful lot about the personality and character that individual wishes to convey.
Marketing drinks goes far beyond persuading a consumer of the quality and flavour of the product. The way it looks, the way it is perceived and the social capital it imparts on the drinker are all integral factors to the brand’s appeal.
The drink you choose is as much a matter of status as the haircut you sport and the music you listen to (or at least the music you wish to be seen to be listening too – shameful confessions of a secret PJ and Duncan fan).
Drink brands are also incredibly vulnerable to damage from societal behaviour and perceptions. If your drink is regularly seen in the hand of some despicable villain or some young scallywag caked in his own vomit then it is going to take a Herculean marketing effort to repair the reputation of the brand.
Premium drink brands especially make monumental efforts to position their product towards the mature, stylish and discerning consumer. The Stella chalice is the ultimate embodiment of a brand striving to escape the stereotypes that have dogged their status in the eyes of the consumer for many years.
Our approach to a brief for an alcohol brand is always to understand the kind of individual who drinks it and the kind of individual who we would ideally want to be seen drinking it. It sounds simple, but very often the disconnect between the reality and the ideal scenario is a staggering gulf.
The very best drink branding and marketing is that which not only creates an impact but also imbeds very specific and memorable lifestyle cues in the mind of the audience.
Now, if you’ll excuse us, we’ve just cracked open a WKD and we’ve got ‘Let’s Get to Ready to Rhumble’ on repeat. That, as they say, is how we roll.