BLEND 285
BLEND 285, an entry-level whiskey brand, is popular among young adults because of its low price and prevalence at local pubs and bars. But, unfortunately, these young drinkers eventually move on to more premium whiskey that carries a more sophisticated status. Our task was to set precise positioning for BLEND 285, which will help build brand affinity with their drinkers. After extensive research, we came up with a new positioning and a brand-new mantra of – "Let's BLEND." With this mantra, we've also proposed many ideas that encourage the audience to engage with each other and enable clients to collaborate with other brands easily. More importantly, "Let's BLEND" was well received and resonated with the audience. It gave a better reason to choose BLEND 285 over other whiskeys.