ALCOOLTEST by Etilofy
Product Branding & Advertising Trajectory
As a very well-crafted product with a high-value purpose, this is a single-use device to test alcohol consumption percentage, which is small, easy to use and affordable. The next step was clarifying where is its segment of advertising: from the exact places where it should be seen by potential customers, to the message that it gives and its clarity.
1. ETILOFY IN SUPERMARKETS
The first direction opted for was to introduce the product in every supermarket, making it extremely affordable and easily reachable for every user. In that way, the product is ensured to have enough exposure for it to be seen and understood, while the packaging is carefully thought out and crafted to bring clarity and value instantly to the end consumer for him to buy it.
Without using too much social media content to promote it, this product will be a very facile and attractive hook for clients to try in the first place, which is the main purpose of the supermarket advertising strategy.
2. NIGHTLIFE PLACEMENT FOR PRECAUTION
Simply put, to bring value to this campaign and to drive attention to this remarkable product, we opted for an awareness-driven strategy, revealing not only the risks of overconsumption of alcohol but also the importance of precaution in every action that you endorse during this activity.
Through the marketing efforts, the main aim will be to associate the product as a partner of alcohol consumption, forming an inseparable pair between the two (not assuming any of those is bad, nor good) for a safe story ending. The main idea was not to present this polarising activity in light of the bad character, but to emphasize how consuming it with the Alcooltest in your pocket will be the safest option.
The main target market will be in the nightlife industry, where alcohol consumption is at its peak, geared towards bars, nightclubs, restaurants and festivals where people come to have fun and are not willing to think every time about the consequences of their actions.
That is why being prepared will always be the best!
