Smoother than smooth final 2
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Transcript of Smoother than smooth final 2
SMOOTHER THAN SMOOTHKeeping it Smooth
Michelob Ultra Light Cider Thursday, July 26, 12
• Michelob Ultra Light Cider currently focus is on leisure and relaxation
• MOST BEER ADVERTISING FEEDS INTO THE MALE LIBIDO.
• Why not feed into what men and women want?
• Relationships. Happiness. Feeling good about themselves and their partner.
• ATTRACTION
WHY KEEP IT SMOOTH?SELL THE RELATIONSHIP, THE LIFESTYLE
Thursday, July 26, 12
DYNAMIC SHIFT
• Women want someone confident and SMOOTH.
• Women are more likely to focus on personal health and fitness.
• The desire is universal!
• A shift to health. Appearance. The waste line. Sex appeal for both.
• A smooth light drink like Michelob Ultra Light Cider brings confident attractive people together.
• People aware of how they look. How they feel... and they want to have a great time TOGETHER.
Thursday, July 26, 12
DESIRE TO IMPRESS
• Tapping into a man and woman’s desire to impress
• Fitness, sex appeal and staying lean and seen
• Dress to impress and be the best
• Feeling smooth is sending out the image that you want
Thursday, July 26, 12
COLLATERAL
• The female audience is drawn in by a desire to have the ideal partner, and a healthy sexy lifestyle.
• The drink market is heavily dominated by the male purchaser. By bringing male and female purchasers, together we increase our buying audience.
Not Your Mother’s White Wine
Thursday, July 26, 12
WHY MAKE IT SMOOTH?
• Men are more likely to purchase Amheuser Busch Products by a margin of 55%
• Light beers are overwhelmingly purchased by men across the board
The way it was and is...
Thursday, July 26, 12
Thursday, July 26, 12
THE APPROACH
• LIFE-IT’S EVERYTHING
• Michelob Ultra Light Cider is THE DRINK for men and women who love looking amazing and live the life few attempt to dream.
• MULTI MEDIA-
• Full collateral Multi directional approach.
• Video, Contests, Music, Interactive Website.
• Imagery: Sharp dressed thin people living exciting lives.
MICHELOB ULTRA LIGHT CIDER
Thursday, July 26, 12
THE APPROACH
• www.keepitsmooth.com
• Smooth Kitty or Cat-Banner - Video, Test
• KeepitSmooth spoof talent show
• Smooth Operator Short film contest
• Smooth Operator Michelob Ultra Light Cider Hip Hop Track based off of Sade’s classic track.
Thursday, July 26, 12
SMOOTH KITTY OR CAT?
• Video: Are you a Smooth Kitty or Cat? Be a smooth cat for all seasons. Tell us your tale? Upload video to www.sidereel.com
• The winners posted on SideReel. Winner get a smooth Wardrobe, Exclusive LA Fitness Membership and trip for two to the worlds sexiest smoothest resort: “Las Ventanas al Paraiso-Los Cabos, Mexico”.
• Take the “Are you a Smooth Kitty or Cat Test”. Link to www.keepitsmooth.com to see if you got what it takes.
BANNER
Are you a smooth Kitty or Cat?Michelob Ultra Light Cider wants to know
Tell us your tale? www.sidereel.com Take the test. www.keepitsmooth.com
Thursday, July 26, 12
SMOOTH OPERATOR VIDEOShort Film/Music Video & Hip Hop Song
• Short Film/Music Video contest. The winners video is used in the actual campaign and gets to pitch direct the concept.
• The concept: Agent smooth is brought in to save a man’s night of sure dating disaster. Ten minute film with the un-smoothest cat. The master of smooth comes in and pulls a karate kid on the man and reshapes his style, approach and inner esteem.
• The Film will be edited as a short film and video for...
• Smooth Operator Theme song:: Video Hip Hop track based of the song smooth operator used on All Music Site. Steers traffic to the Are you Smooth Website.
Thursday, July 26, 12
• Take on America’s obsession with talent shows - KEEP IT SMOOTH AMERICA.
• Commercial spoof contest: Commercial looks and feels like a promo for a new talent show. KEEP IT SMOOTH AMERICA?
• In the spoof video, the smoothest men & women appear to compete to be americas smoothest.
• Tales and flashbacks of their smoothest nights. The final contestant opens up with the words, “I picked up Michelob Ultra Light Cider”. The judges are floored.
KEEP IT SMOOTH AMERICASpoof Talent Show Advertisement -viral
Keep it Smooth America
Thursday, July 26, 12
www.keepitsmooth.com
• Multi media Webiste, linked an all collateral materials.
• Short Film Contest, KEEP IT SMOOTH AMERICA Spoof, Smooth Operator Video and Song.
• Smooth Suggestions: Links and images of Michelob Ultra LIght Cider amongst links for Smooth Suggestions: Clothing, Fitness Health and Social Life.
KEEP IT SMOOTH
FILM CONTESTSMOOTH KITTY OR CAT SMOOTH OPERATOR
http://www.michelobultra.com
Thursday, July 26, 12
SMOOTHER THAN SMOOTHMichelob Ultra Light Cider
Smooth taste, light on calories Smoother than Smooth
Thursday, July 26, 12