Essay On Henry's Hard Soda

Henry’s Hard Soda

Current Situation

The product is new and no one knows. It’s a fairly competitive space.

Our Solution: Creative Campaign with Influencer distribution channel.

Why?
Gen X lead busy lives and don’t want to compromise any facet of it. As a result, its important for brands to “interact” with their daily lives with culturally relevant, and emotionally relatable campaign.

Once we develop a solid campaign concept, we will use influencers as a distribution channel. This approach will add a layer of personality and credibility that no other outlets can offer because many people look to these influencers as a source of entertainment and/or inspiration.

Key Strategy:

Let Them Embrace Their Younger & Cool Selves: Gen X doesn’t want to sacrifice their self-identity for their children. The campaign should be empowering
their desires to retain their younger selves.

Give Them Fun: Gen X is constantly looking to have fun.
The campaign should be entertaining, and provide them a chance to participate and join the fun.

Keep it Real, Honest & Human: Gen X responds better to an ad that they can relate with their everyday lives, instead of the promise of great future. The campaign will focus on getting their affirmation and approval by reinforcing the #AmIRight sentiment.

Campaign Concept

There is a growing trend of social acceptance of “inner child.” (Just think about the massive hit of adult color books.) Henry’s Hard Soda has a perfect opportunity to ride this trend and position the brand as a hip and fun brand for the “Suburban Rebels” target audience. We will will create a series of highly visual content that appeals to the target audience and introduce the brand in an entertaining and positive way.

In order to push the boundary and stand out from competitors, we will add a rebellious streak of humor by providing two distinct takes on the “inner child” concept: the age-appropriate, or the “right” way, and the not-so-appropriate, but definitely hilarious “wrong” way.

$100K Option: The “Right”
Way

Influencers will share many age-appropriate ways to channel their inner children. The content will range from fashion, beauty to lifestyle to attract to the widest set of audience. By featuring the product in every piece of content, we will create a consistent stream of content that reinforces and amplifies the Henry’s Hard Soda’s “Suburban Rebels” branding.

$250K Option: The “Wrong” Way

There are many instances when your inner child gets the better of you, and what’s better than sharing those cringe-worthy, but still hilarious moments? For additional $150K, we will turn the concept on its head by partnering with comedians to show funny examples of inner-child-gone-wrong. Adding this humorous tone will give a fresh perspective, and increase engagements to the overall campaign.

$500K Option: The “Right” Way vs. The “Wrong” Way

With the additional $250K, we will create a visually compelling video that culminates the entire campaign narrative to provide another opportunity to engage with the target audience—a video that shows the right way and the wrong way to channel your inner child.

For example, if you’re play wresting with your nephews & nieces? That’s adorable. But if you do the same with your grown-up older brother? Maybe not so much. By placing comparative scenarios from everyday life, the video will give a more depth to our campaign narrative that the target audience can relate to and appreciate.

After the video production, additional influencers will be activated to share the video.

Talent

Pricing