Table of Contents: Campaign Overview | 1. Blog | 2. Out-of-Home Ads | 3. Instagram Ads
Campaign Overview
The following campaign was produced for a midterm project in the course Multimedia Content Creation for Brand Storytelling II (PR525) through USC’s Public Relations and Advertising Master’s program.
Background
Problem: In response to a resurgent “cocktail culture” combined with increasing consumer preferences for more convenient alcoholic beverage options, the Ready-to-Drink (RTD) cocktail marketplace has become increasingly competitive and crowded. For Tip Top to see long-term success, it is important for the brand to positively differentiate itself from competitors, especially well known brands associated with large companies like Anheuser-Busch.
Opportunity: While there is a general perception of RTDs as convenient, the vast majority of consumers want to see more RTD options that are high-quality (“premium’) with Better-For-You aspects (less sugar, no synthetic ingredients, etc.). With Tip-Top priding itself on using simple, high-quality ingredients in classic recipes developed by actual mixologists, the brand is well suited to launch a campaign that positions itself as a premium RTD offering.
Campaign – “Tip Top: A Cocktail You Deserve.”
Overview: Launch a national campaign that positions Tip Top cocktails as high-quality RTD options.
Campaign Goal: Increase market share in the RTD cocktail space by increasing awareness and positive perceptions of Tip Top as a premium RTD offering.
Strategy: Continue to include messaging about the convenience of Tip Top cocktails — a key driver in the overall RTD space — while centering its premium quality by emphasizing (1) the real mixologist-approved ingredients used and (2) the award-winning cocktail lineup based on classic cocktail recipes.
Target Audience: Millennials (ages 28-43) men and women who earn $75k+ per year, with interests in cocktail culture and who consume RTD cocktails at least once every two weeks. (Based on RTD consumer insights from Mintel’s report.)
Elements: (1) 350-word brand blog, (2) out-of-home ads (two bulletin billboards and two bus shelter billboards), (3) four Instagram feed ads.
1. Blog
Cheers to the Real Thing. A Cocktail You Deserve.
Tip Top’s award-winning cocktails use premium ingredients and masterfully crafted recipes to give modern drinkers convenient, balanced beverages for any occasion.
At Tip Top, we are on a mission to redefine what a cocktail can be. In the past, if you wanted a restaurant-quality cocktail, you needed a bartender or at least some laymen’s mixology knowledge. But what about if you’re at a music festival, on an airplane, or home on your couch?
Tip Top offers you world-class prepared cocktails – from Negronis to Margaritas – in easy-to-serve cans so you can have a classic cocktail just about wherever life takes you. And we remain committed to providing the quality you can find at a high-end cocktail bar; no additives, no synthetic sweeteners – just simple, premium ingredients for an award-winning cocktail you deserve.
Meeting Modern Drinkers Wherever They Might Be
The resurgence of “cocktail culture” among modern drinkers in recent years has led to more interest in classic cocktails and a desire for premium cocktail offerings at a wider scale. And we get it – how many venues have you been to where the only drink options were an overpriced beer or watered-down mixed drinks?
This is where Tip Top steps in – no matter where life takes you, world-class cocktails are now just a can away.
At a concert? Dance the night away as you sip on notes of mandarin and toasted almonds with our signature Mai Tai. Hosting a game night? Bring your guests to bliss with a round Bee’s Knees – the perfect balance between floral, tart, and sweet notes. At home in your sweatpants? Unwind with the signature bright and bittersweet boozy notes of a Negroni.
All you need to do is open the can, pour over ice, and enjoy.
Real Ingredients You Know, Quality You Deserve
Tip Top ensures the highest quality in all of our cocktails by using real ingredients you can find behind the bar of the most renowned mixologists.
Unlike many of the other options on the market, we never use any sort of additives, synthetic sweeteners, or ingredients you can’t read to our drinks. Just three to four real ingredients – like Gin, Lemon, and Honey (shop Tip Top Bee’s Knees) – in each Tip Top cocktail developed by James Beard finalist bartender Miles Macquarrie.
Be the Judge Yourself: Shop the Award-Winning Cocktail Lineup
Our approach to providing convenient cocktails without ever compromising on world-class quality has made Tip Top a winner of some of the country’s most prestigious spirit awards for the past four years.
Shop our growing list of individual cocktails or build your own bar box, and let us know what you think. We are confident you won’t be disappointed because at Tip Top we are committed to making the real, premium cocktails you deserve.
Cheers to you. Cheers to the real thing.
2. Out of Home Ads
Bulletin (large billboard)
Bus Shelter
3. Instagram Advertising
Disclaimer: All content included on this webpage was created by Dylan Macy for a class project in Multimedia Content Creation for Brand Storytelling II (PR525) through the University of Southern California’s Public Relations and Advertising Master’s program. Dylan has no official affiliation with Tip Top Proper Cocktails. Some of the content on this page was developed with the assistance of the Chat GPT-3.5 large language model (artificial intelligence).