Creative Brief
What background do we need to understand?
Monique is opening up a wine bar on NE Alberta, one of the up and coming spots in Portland. She has a passion for wine and would like to spread her knowledge and appreciation forward onto the millennial generation.
Our research has found that millennial women are more likely to drink wine in public with their friends, while millennial men drink wine in seclusion or with very few people, if at all. If wine is consumed alone, publicly and privately, it is understood as a depressing state for women. Millennial men perceive wine as a “girly drink” which makes them feel uncomfortable to drink it in front of their friends, or in public. They typically only drink wine with women.
Additionally, casual wine drinkers who may be intimidated by the stereotypical wine bar. There is an established distaste towards wine bars, seen as pretentious and geared towards older individuals and those who are highly experienced in wine. Millennials are lacking knowledge when it comes to wine.
What are we trying to make happen in the world? What business problem are we trying to solve?
We would like to showcase a welcoming and safe environment for both wine enthusiasts and occasional/casual wine drinkers. Also, we would like to change the deep rooted feminine association towards wine to be open to all types of people, thus transforming the perception of wine, especially with men and casual wine drinkers. We want to take you off your couch at home and bring you to ours.
What is the obstacle to making this happen? What’s in our way?
The main competition for a new wine bar is the home, where millennials can drink wine, judgement-free for much cheaper. The Couch will also have to redefine the image of wine through women—in order to reach and change its perception for men.
Who are we trying to reach?
Primary: Female millennials in Portland born between 1982 and 1996 who would like their male peers to accompany them in drinking wine in public.
Secondary: Male millennials in Portland Metro area who are curious about wine or already drink wine in private.
What is our guiding insight?
The Couch is the welcoming, non-judgmental friend that provides a chance for you to show off and spend time with the people you care about most, while familiarizing wine at your own pace.
What is the brand’s current overall strategy, if any?
Monique is planning on opening the wine bar in the Alberta Arts District of Portland, OR, offering carefully selected wines and inexpensive appetizers. Prices will range from <10 to $50 with the concentration being between $10 and $15.
Logo made for the company
Guerrilla Strategy: Chalk drawings throughout the block during "Last Thursday." This would build awareness and curiosity for The Couch's grand opening.
Guerrilla Strategy: Along with the chalk drawings, we would have real couches around Portland, only on Last Thursday. This would build awareness and curiosity for The Couch's grand opening.
People share what sparks their curiosity. Pedestrians can share what they find on Snapchat, while also being able to use our geofilter, thus creating more awareness of our brand.
We would also hand out mini pillows during Last Thursday, to keep us top of mind, especially by the grand opening.
Transit Strategy: We would continue the campaign after our grand opening, utilizing Portland's transit system. This is also appropriate because our target audience, millennials, often take transit to travel through the city.