To create an initial interest among the target market, and to introduce Azuru in a fashion fitting its image. Our solution was to build an online presence that made the brand appear larger and more established in the target market than it actually was. Consumers perceive large drinks brands as having a long heritage, when in fact they are less than a decade old. In order to overcome this issue, we carried out premium product photography and built the website design around these high quality images.
Utilising such professional photography, Azuru was perceived as a larger, well established, household name and not just a new drink to hit the Irish market. Partnering with local bars across Ireland, we created a selection of eye-catching POS materials to help Azuru stand out at the point of purchase.
Rogue also developed a highly promoted Facebook campaign that was intended to give fans the chance of becoming an Azuru brand ambassador for one year. The campaign ran for an eight weeks and incorporated a custom application section on the website through which fans were asked to explain why they felt they would make the perfect ambassador. Two fans will be chosen in each of our twenty locations, after this they will progress to round two where they promote the brand for one night in a specific venue. One winner will be chosen from each event and entered into the grand final held in Krystle nightclub in Dublin.
Rogue will manage the final event in Krystle where fans, friends and celebrities are invited to attend the grand final where one brand ambassador will be chosen.