Ryan Tomlinson Fall 2012 SC 3353
Section 003 Strategic Message Planner: Swerve Vodka
Advertising Goal
To introduce Swerve to the liquor marketplace and create brand awareness among middle-aged
consumers, while promoting responsible consumption.
Client: Key Facts
• Swerve Vodka was founded in Dallas on Aug. 6, 2012.
• Swerve Vodka was created using a secret formula that prevents alcohol-related
hangovers.
• During Swerve’s short existence, the product has become the No. 1 selling vodka among
college-aged people.
• Swerve Vodka was named “Best Tasting Vodka” at the 2012 San Francisco World Spirits
Competition.
• Since Swerve’s launch, revenue has increased by nearly 25 percent each month.
• Scientific studies have proven that Swerve has significantly decreased intensity and
length of hangovers.
Product: Key Features
What Is the Product?
• Swerve Vodka is liquor that prevents alcohol-related hangovers.
• Swerve Vodka is available in 12 different flavors.
• Swerve Vodka contains zero calories.
• Swerve Vodka costs $18 a bottle, making it affordable among its competitors.
• Swerve Vodka contains all-natural ingredients.
What Is the Purpose of the Product?
• The purpose of this product is to provide an alcoholic beverage to legal-aged consumers,
while not causing hangovers the next morning.
What Is the Product Made of?
• Swerve Vodka is created by the distillation of grains and potatoes.
• Swerve Vodka also includes a secret mixture of all-natural ingredients that help rehydrate
consumers.
Who and What Made the Product?
• Founder Ryan Tomlinson came up with the idea for Swerve Vodka in 2011. He then took
the idea to a group of chemists and botanists to create the product’s secret formula.
• Swerve Vodka is sold at any store that sells alcohol, bars and restaurants.
• The product is produced at a distillery outside of Dallas.
Target Audience: Demographics and Psychographics
The target audience of this ad campaign is middle-aged men and women who consume alcohol
responsibly. A study conducted by gallup.com shows that on average, 72 percent of people aged
35-54 consume alcohol.
Most are in the upper-middle to upper class and earn an average of $75,000 a year. These people
tend to have a solid income so they consume more expensive brands of vodka such as Grey
Goose, Ciroc and Absolute. They own a home, vehicle and have families.
The target audience lives a professional lifestyle, so they are busy during the week. They enjoy a
drink or two in the evenings to relax after a long day of work and taking care of their families.
Because of the product’s reasonable price, the target audience typically views Swerve as a
“college student’s” drink, not that of a professional man or women with a family. They are
unaware that the product has a great taste and anti-hangover causing ingredients.
Product Benefits
• Swerve Vodka does not cause hangovers: You’ll feel great in the morning and ready to
start your day.
• Swerve Vodka contains all-natural ingredients and zero calories: You won’t ruin your
diet by consuming this product.
• Swerve Vodka is reasonably priced: You won’t go broke.
Direct Competitors and Brand Images
• Grey Goose/Ciroc/Absolute Vodka: The target audience believes this product is a high
quality drink, but wishes the price were cheaper.
• Burnetts Vodka: The target audience has many flavors of this brand to choose from, but
does not enjoy the potent taste. The target audience also views this brand as a drink for
young adults.
Indirect Competitors and Brand Images
• Aspirin and water: The target audience believes taking aspirin and drinking water will
decrease the severity of hangovers. However, aspirin takes time for its effects to work,
Swerve causes no symptoms of hangovers.
• Other types of liquor: The target audience may not like vodka and choose to consume a
different type of alcoholic beverage.
Product Brand Image
• Current brand image: The target audience views the product as a drink for a younger,
college-aged consumer.
• Desired brand image: Swerve Vodka is a great-tasting product with benefits that will
appeal to all age groups.
• Brand image challenge: The target audience believes that a reasonably priced vodka lacks
good taste is unaware of Swerve’s anti-hangover ingredients.
Strategic Message: The Promise
Swerve Vodka lets you enjoy great-tasting vodka and leaves you feeling great the next day.
Supporting Evidence: The Proof
• The secret mixture of ingredients was created by a group of top scientists.
• University studies have proven Swerve’s effectiveness in the prevention of hangovers.
• Product testing and national contests prove Swerve’s great taste.
Make it to work in the morning...
Swerve
Next time, drinkThe only vodka that
prevents hangovers
find where ever alcoholic beverages are sold
Title:SwerveVodkaRadioAdClient/Sponsor:SwerveVodkaLength:30secondsAirDates:Nov.9,2012SFX:Alarmclockbeeping(fadeafter
announcer)
ANNOUNCER:
SFX:Childrenlaughingandscreaming(fade
afterannouncer)
ANNOUNCER:
SFX:TVnewsreporter
ANNOUNCER:
SFX:Alarmclockbeeping,childrenplaying
andTVnewsreporter
It’sthatfeelingyougetafteralongnightout
withyourfriends.
Thatfeelingwhenyouknowyouhavetoget
upandgetthekidsreadyforschool.
Thatfeelingwhenallyouwanttodoispull
thecoversoveryourheadandsleepallday.
ANNOUNCER:
(FadeoutSFXat:29)
###
Thatfeelingwhenyourealizeyoushould
havedrankswerve.Nexttime,drinktheonly
all‐naturalvodkathatdoesn’tcause
hangovers.Availablewhereveralcoholic
beveragesaresold.DrinkSwerve.
###
Title:SwerveVodkaTelevisionAdClient/Sponsor:SwerveVodkaLength:60secondsAirDates:Nov.9,2012CU–Alarmclockonnightstandblinkingand
manslapsclocktoshutitoff(:06)
CU–Maninbedgrimacingandgroaningin
pain(:03)
WS–Wifewalksangrilyintobedroomand
beginstoyellathusbandinbed(:10)
CU–Manstilllayinginbedgrimacingwith
pain(:07)
WS–Twochildrenrunintoroom(:05)
WS–Womencontinuesyellingathusband
whilechildrenrunaroundthebedroom
(:09)
SFX–Annoyingalarmclockbeeping
SFX–Mangroaninginpain
FemaleActor–“Whyareyoustillinbed?!
Youweresupposedtobeupanhourago!
Wearemeetingmyparentsin30minutes!”
MaleActor[Inhead]–“Ugh!WhydidIhave
todrinksomuch?...Probably,becauseI
knewIhadtoseethein‐lawsthismorning.”
SFX–Childrenlaughingandscreaming
loudly.
FemaleActor–“Thekidsareevenready!I
toldyouthatyoushouldhavedrank
Swerve!”
CU–Mangetsupquicklyoutofbedtoget
ready(:05)
WS–Manisquicklygettingreadywhilewife
nagshimandchildrencontinueobnoxiously
playinginbedroom(:04)
WS–Swervelogowithbedroomscene
behind(:11)
FADETOBLACKAT:60
###
MaleActor–“AlrightIamgoing!”
SFX–Childrenplayingandwomannagging
(Fadestobackgroundnoise)
ANNOUNCER:
Don’tbethisguy.Drinktheonly,all‐natural
vodkathatdoesn’tcausehangovers.Drink
Swerve.Availableanywherealcoholic
beveragesaresold.
###
Annoying alarm clock beeping Man groaning in pain
“Why are you still in bed?! You were supposed to be up an hour ago! We are meeting my parents in 30 minutes!”
“Ugh! Why did I have to drink so much?... Probably, because I knew I had to see the in-laws this morning.”
Children laughing and screaming loudly “The kids are even ready! I told you that you should have drank Swerve!”
Ryan TomlinsonStory BoardSection 003
“Alright I am going!” Children playing and woman nagging
Swerve The only vodka that prevents hangovers
Don’t be this guy. Drink the only, all-natural vodka that doesn’t cause hangovers. Drink Swerve.
###