Agency Spotlight (case study):

FINNEGANS BRAND HISTORY

• Founded in 2000 by Jacquie Berglund who believed everyone and anyone can make a difference in their community.

• FINNEGANNS Irish Amber was the first beer in the world to donate 100% of its profits back to the community.

FINNEGANS BRAND POSITIONING

• Focused on Irish Identity using humor + irony:

Situational Analysis

• FINNEGANS has high brand awareness but very few are aware of charitable mission.

(Solution) Objective

• Increase preference and trial of FINNEGANS by leveraging what makes it distinct.

Strategy

• Re-define drinking FINNEGANS as an act of volunteerism unto itself.

New Logo + Tag Line

New Packaging

• Clean look that stands out from other brands.• Clear product positioning (mission statement).

IMC Example of Touchpoints

• Each bottle has IMC theme and communicates drinking is a charitable act.

IMC Campaign

Social Media Engagement

New Product Launch St. Patty’s Day 2012

Irish Twins

• Saint Ashlee

Fits Catholic narrative and draws humor + irony:

• Saint Ashlee IMC Campaign

Campaign Success

• Sales increased by 46% (2011).• Raised more than $100,00 for local charities (2012).• Martin Williams wins Effie Award for their rebranding

campaign (2011).

OUR TASK (UST Marketing Team)

• Help FINNEGANS exceed their goal of raising $120,000 for food shelves in 2013!

• Identify new segments that fit the FINNEGANS’ psychographic & rhetorical vision but are not aware of the brand through primary research.

• Create a 2 week call-to-action social media campaign for a FINNEGANS food drive event in April 2013.

• Report to UST and FINNEGANS.