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Red Hook; GreenRubino
14300 NE 145th St, Woodinville, WA 98072; http://greenrubino.com
9/21/15
Mack Barry
This report was developed for an assignment in COMSTRAT 381
Redhook is an American brewing company. There are 2 breweries, which are
located in Woodinville, Washington, and Portsmouth, New Hampshire. They have
approximately 10 beers, as well as seasonal brews that they feature occasionally.
Brand Platform:
▪ Promise: The company’s brand promise is to create craft beers and have
fun doing it.
▪ Values: The brand values seem to include humor, tradition, family, high
energy, spirit, modest, progressive, accepting, local, community, sharing,
being “well-built.”
▪ Personality: The brand personality seems to include things like being
loved by both locals and tourists, being at the heart of neighborhoods, give
the people better products.
Customer Persona:
▪ Demographics: 30 year old, male, white, Seattle, college graduate,
$60,000 annual income, married.
▪ Goals & Motivation: This customer is motivated with his job and works
hard to get the next promotion. In his down time, he enjoys watching
sports, especially attending football games at his Alma matter,
Washington State University. He loves spending time with his wife and
their friends, and is always keeping up with local Seattle events such as
concerts, parades, festivals, and sporting events.
▪ Frustrations, needs, & challenges: This customer and his wife host weekly
gatherings with their friends from college to watch the Washington State
University Cougars play football games. Oftentimes, they travel from
Seattle to Pullman to watch the games, as they are season ticket holders,
however, busy work schedules sometimes prevent them from making it
over for the games. The couple provides their tailgate/gathering attendees
with food and snacks, as well as beverages—including beer. They want to
select a beer that is local to the Pacific Northwest region that their guests
will enjoy, and that has a “mature” look and taste. Their guests have a
variety of different taste in beer, so a variety of beer flavors is the best
call.
▪ Desired Solution: The tailgate/football party attendees view this customer
as a great host. The guests admire the customer because of his great taste
in beer and ability to put on a gathering with all of their college friends.
Guests come back for future events with the customer, and tell all of their
other friends about the great time they had.
Redhook Brewery’s current advertising campaign includes broadcast, print, and
online media. Their ads are often seen in magazines and websites such as Playboy,
Maxim, Thrillist, Guyism, The Daily Meal and more. One campaign that was run was for
“Audible Ale” during Super Bowl XLVII, which was a beer inspired by ESPN
SportsCenter host Dan Patrick. The media outlets that they target are men’s lifestyle
media outlets. Here is a link to a 2011 Redhook Super Bowl ad:
https://www.youtube.com/watch?v=PlW9vkYiOgI and here are some other examples of
Redhook’s advertising.
Proposed Advertising Concept: From my research, it seems to me that Redhook is
attempting to market to customers, without trying too hard... as if they are “playing it
cool” and wanting to be accepted by everyone. It was tough to find print and video ads
that have been posted online. It seems as if they are staying up to date with local trends,
and want their ads to fit in with current trends—including dirty jokes and accepting gay
marriage, and “playing it cool” that they are accepting of gay marriage. They seem to be
taking controversial topics, and using those as their platform for their marketing plan. My
proposed advertising concept would be to find use a topic that is at the center of current
events and news (initial ideas that come to mind are race issues, US relations with other
countries such as Cuba, South Korea, or Iran, religion, other gay marriage issues,
transgender rights, the 2016 US presidential debate), and figuring out a way to
respectfully tie the Redhook beers and brand into the topic. This could be tough because
these are touchy subjects and could come off as offensive, or, turn some customers away.
I assume there are some Redhook consumers who stopped drinking Redhook after they
took their stance supporting gay marriage. But the outcome could be very great, and the
fact that the ad is somewhat offensive/controversial will bring attention and light to the
brand.
Sources
http://greenrubino.com/portfolio/redhook-brewery-delicious-beer-irresistible-football-puns/
http://redhook.com
https://www.youtube.com/watch?v=PlW9vkYiOgI
http://craftbrew.com/brands/
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