Virginia Distillers association
The VDA is currently implementing our teams work.
The Ask:
Create a consumer facing brand for the Virginia Distillers Association (VDA). Earn recognition and create media around the consumer brand.
The Problem:
The VDA doesn't need a consumer brand. There is a bigger problem - the control state laws. Control state laws prohibit distillers from selling their own spirits directly or selling other distiller's spirits. They must buy everything they sell from the ABC store which leads to much less profit. The audience for VDA's efforts should be those who can make a difference for distillers and the spirits industry.
The Solution:
Show Virginia the other side of craft spirits. Inform constituents of control state rules and make it easy for them to reach out to their legislature. Also make it easy for legislatures to show support for the craft spirit industry.
original Target:
The Savorer
Flavor takes time. The savorer drinks Virginia liquor the way that Virginia would want them to, low and slow. They appreciate the taste of Virginia spirits and the hard work that went into each ounce.
Flavor takes time. The savorer drinks Virginia liquor the way that Virginia would want them to, low and slow. They appreciate the taste of Virginia spirits and the hard work that went into each ounce.
The new target:
Legislatures
Our group decided to target legislatures because they have the most power to change control state laws. Legislatures care about their constituents more than anything. Craft spirits consumers are the target as constituents, not buyers. Legislatures will make changes and take action when they hear from their constituents.
Our group decided to target legislatures because they have the most power to change control state laws. Legislatures care about their constituents more than anything. Craft spirits consumers are the target as constituents, not buyers. Legislatures will make changes and take action when they hear from their constituents.
The campaign:
Virginia Spirits, Let them breathe.
Coasters
Bars that sell Virginia Spirits will ask customers to sign a coaster to show support for local distillers. The coasters can be put in a box and sent to legislatures to show the massive amount of local distiller supporters who want the best for their distillers.
Bars that sell Virginia Spirits will ask customers to sign a coaster to show support for local distillers. The coasters can be put in a box and sent to legislatures to show the massive amount of local distiller supporters who want the best for their distillers.
The Group:
ST: Cole Hammack, CW: Will Luck, AD: Hunter Carr, XD: Jessica Bagby