Post #461147 by hewey on Thu, Jun 11, 2009 9:46 PM

On 2009-06-11 13:04, Tiki_KT wrote:
For my interview I must give a ten minute marketing strategy presentation on a Tiki rum, so I'm posting here as part of my research.

The general theme that I am planning on building my presentation around is:

"The Spirit of Natural Adventure".

If you are free to help please PM me with your thoughts on how this phrase makes react; how does it make you feel, what does it make you think of, what does it inspire in you?

For me, the central theme or core to TIKI culture is escapism. Now this can anything from dreaming you're a swashbuckling rum drinking pirate a la Jack Sparrow, to wishing you were on holidays trekking through a tropical jungle up to a volcano summit, through to having a great night out with your mates in a city tiki bar. Whilst vastly different in many ways, the common theme to any of these approaches is "When you drink our rum, this is the kind of experience you will have, and its awesome!”

Now keeping in mind the above, and looking at “The Spirit of Natural Adventure” phrase, what do I think? Spirit is an awesome word. Not only does it evoke rum, it also conjures words like soul and atmosphere – a great play with the word. “Natural adventure” to me conjures up all the kinds of things I read about in outdoors magazines – sea kayaking, sailing, mt biking, hiking, climbing, abseiling (like Woofmutt said).

Now combine my two interpretations together, and what you get is adventure travel activities in exotic south pacific locations. For me I like it to be semi-attainable for ‘Joe Average’, that way I can realistically put myself in the picture – “Yeh, I could do that, that would be awesome. Then I can sit around the fire with my mates that night drinking rum reliving the day and planning tomorrows adventure. Bugger it, why don’t I invite the boys around for a drink tomorrow night and we can talk shit and dream? I could do with a good night off”

Im also a very strong visual person, so I want high quality pictures that grab my attention with both hands! But also make sure you have a picture of the rum bottle, so there is a visual tie in with the product, which builds familiarity and brand awareness. The studies I have seen (I work in community education, which isn’t far removed from marketing at times) suggest that people need to see a brand/logo 3 times before it properly clicks. The better you can make that connection between the ad and the product the better.

This is the kind of imagery I would be looking to use.

Hewey's Rum - The Spirit of Adventure

Funnily enough, most of these images are from tourism websites or peoples personal pictures – got to love google image search!