Tooheys 5 Seeds "Not As Sweet As You Think"

Bibliography

- http://theinspirationroom.com/daily/2012/5-seeds-not-as-sweet-as-you-think/ (Viewed 18/01/12)

- http://www.campaignbrief.com/2012/01/tooheys-5-seeds-set-to-put-a-t.html (Viewed 15/01/12)

- http://www.bandt.com.au/news/breaking-campaign--not-as-sweet-as-you-think (Viewed 17/01/12)

- http://www.adnews.com.au/campaign/not-as-sweet-as-you-think (Viewed 18/01/12)

- http://melbournedesignawards.com.au/mda2010/entry_details_v03.asp?ID=3296&Category_ID=4516 (Viewed 17/01/12)

- http://desktopmag.com.au/features/studio-profile-bmf/ (Viewed 19/01/12)

Conclusion

Lion Nathan and BMF have established a good campaign to date through the use of social media, print media and also digital media however this could be expanded into other avenues such as promotions at bars and clubs, magazine advertising, and also sponsorship of events or teams. This would help further brand awareness and allow for a larger distribution channels for the 5 Seeds products.

However BMF have created a fun and quirky add they ties in well with their slogan and also their product that appeals to their target audience through the use of humour. The use of social media is a wise decision as the target market is young and therefore will seek out interactive technologically advanced avenues of advertising. The use of a competition which enables consumers to receive free cider is a wonderful move and despite the fact it will cost Lion Nathan money it could prove to be a winning move in the long run.

The print media will have to be displayed in the right forums including magazines and billboards to create awareness for the new cloudy apple flavour. This campaign is only just beginning and only time will tell if Lion Nathan will receive its return on investment in the form of good sales figures for both variants of 5 Seeds Cider. If previous campaigns are to go by, this one will no doubt be a success.

Success or Failure

As the campaign is still running and sales figures have not been released it cannot be judged to have been a success or not quite yet. However it can be judged on the medium of consumer feedback and judging this feedback from consumers on social media website Facebook the video has been a hit and people enjoy both the original 5 seeds and the new cloudy apple flavour. Tooheys idea to market at cider drinkers that don’t prefer the sweet taste of cider with their cloudy apple flavour has given them access to a niche market within the cider drinking market and

Whether Tooheys and Lion Nathan will receive a Return on Investment on their new product is yet to be judged however judging by the past 12 months of growing sales in the cider market, the creative campaign by BMF and the Tooheys already established platform one can imagine that this will be another Lion Nathan and 5 Seeds success story.

Identify the IMC Tools

Lion Nathan in conjunction with BMF have used the following IMC Tools:

- Advertising

5 Seeds have used advertising in the form of print media creating a poster for their product with the “Not as sweet as you think” slogan on it. This advertisement is as cheeky as there online advert however it does contain both forms of their cider and is a clear and simple representation of their brand and current slogan for their campaign. They have created this ad in order to target a larger audience in order to continue raising awareness about the new cloudy apple flavour as the product is in its growth phase of its life product life cycle having been released in September 2011.

- - Internet marketing

Internet marketing is a large area of 5 Seeds IMC strategy as it looks to include the use of new and varied mediums of media. As 5 seeds have a target market of 18-24 year olds this IMC tool is an effective way to reach this audience as they are seen to be tech-savvy.

5 Seeds has used the Internet in different ways including its YouTube channel to release digital videos on, a Facebook page to raise awareness and promote their product and also a Twitter page. These three formats are also used to distribute any new information about the product or its brand and also to gain customer feedback whilst providing a two-way form of communication with the 5 Seeds brand in the form of replies on social media websites.

- Consumer based sales promotion

Cleverly the internet is also where 5 Seeds chooses to run its consumer based sales promotion in the form of an offer for a “Free 6 pack of new 5 seeds cloudy apple with any 6 pack purchase of 5 Seeds crisp apple” jus by liking their Facebook page. This is a clever way to promote the brand and spread awareness of the product by offering a simple yet effective offer for any of the 800 million active users of Facebook.

Whilst the first two forms of media used for this campaign are low-involvement for consumers the last however is a high involvement two-way communication avenue for consumers that allows them to interact with the brand which can often lead to greater consumer satisfaction.

The Campaign

The campaigns aim is to promote both ranges of cider however has been released with the growth of “cloudy apple” flavour and therefore used to promote the fact that 5 Seeds is “Not As Sweet As You Think.” The campaign has been set up in order to help continue the growth of the cloudy apple flavour as well as continue the promotion of the crisp apple flavour. Fortunately for BMF they had the ability to not only work off the already established crisp apple product that has been established since 2009 but also tooheys 140 year history in the beer market. This allows for a great advantage when promoting a product as consumers already carry brand awareness about the company.

Jon Bradshaw, Lion Nathan Brand Director, has stated this campaign has followed its original brand promise to “shake up the old fashioned cider market”

Lion Nathan have released a cider that is not as sweet as normal ciders and they look to show the consumer this in there video in which two, what appear to be ladies, travel through an idyllic setting before realizing at the end of the ad they are in fact men. This ties in with the “Not as sweet as you think slogan” and works on different levels for the brand.

http://www.bandt.com.au/news/breaking-campaign--not-as-sweet-as-you-think

5 Seeds - Not As Sweet As You Think

Introduction

Tooheys 5 Seeds is a cider beer thats is owned by company Lion Nathan and in tandem with BMF they have released a new marketing campaign to coincide with the release of their new cider variation, “Cloudy Apple” Tooheys are looking to shake up “the old fashioned cider market” by providing cider, “with a twist”

Tooheys first released 5 Seeds in 2009 and since that it has experienced rapid growth, especially over the past 12 months. It is based off the Tooheys Extra Platform and the original 5 Seeds campaigns were to be visually linked in with another Tooheys beer in the form of Tooheys Extra Dry. However now Tooheys have released their “Cloudy Apple” variation they have joined forces with agency BMF to create this new campaign that includes print, out-of-home and digital media, as well as promotional competitions.