Product Facts and Advertising Brief
1. The name of the product or service
Diagio is the largest drinks manufacture in the world and is currently looking to advertise their product Morgan Spice is a spirit drink of Caribbean Rum, blended with the spices of Cassia & Vanilla. It is described as a drink that is consumed in a relaxed and comfortable environment; it uses the same type of relaxed Caribbean style as brands like malabu. Malabu being its biggest competitor however the products are extremely different.
2. Characteristics of the product or service
it is an alcoholic beverage that is unique it the market, yes it is a Rum however the process used to create it is a lot different than traditional rums, the company uses a mix of subtle spices to create a drink that can be enjoyed solo or mixed in one of many delicious cocktails. In America the brand has a different image and name “Captain Morgan’s” and is general drunk
3. Background research and information
In America the brand has a different image, it is seen as a party brand and the name is “Captain Morgan’s spice” and the target market is college students and people below the age of 28. However in the UK and Ireland it is seen as a luxury drink for special occasions. It is seen as a summer drink and the general age of the people who drink it would be older than 30. However like America there has been an increase in the amount of younger adults who drink it. It has become increasingly popular students because of the high alcohol content and the smooth taste. With the majority of young adults the drink of choice would be Vodka but when asked why they drink vodka the general answer was to get drunk and 80% saying the don’t like the taste. We would like to appeal to these people. ...