Challenge
Although already a cult product with urban youths, E&J Brandy had never marketed to a young urban audience in the UK before. How could it engage this hard to reach audience on a level that was authentic, relevant and meaningful?
Solution
We developed a brand communications platform and strategy and created the audience profile of ‘Calvin’, the bullseye consumer. We conducted quantitative and qualitative research to depict and identify Calvin, his life, his values and the role E&J Brandy could play in his brand repertoire. The communications platform ‘Always Real’ was created and using this we delivered all consumer and trade ATL and BTL assets, securing fashion and music photographer Ashley Verse to shoot our campaign photography. We also launched E&J Brandy on Instagram, developing content to capture the attention of Calvin and the urban youth market.
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