Client Brief

MNT

MNT stands for the abbreviation of “Momentum”, the brand was created by Arterra Wine Company, originally named Vincor an Ontario wine producer.

Summary

MNT stands for the abbreviation of “Momentum”, the brand was created by Arterra Wine Company, originally named Vincor an Ontario wine producer. Arterra.

is today an international wine company offering a multitude of beverages in the Canadian market?

Due to the emergence of the ready-to-drink (RTD) category in the market, Arterra is looking to launch a new brand, coming to complement the current RTD portfolio, Vex and Growers (See Appendix1).

The Canadian RTD market is a highly competitive and ever-changing category. There are many new companies trying to enter the refreshment market each year as the market has high profitability. However, a very low amount of products gets to be put on the shelves, due to the high control of alcohol sales by the government. Major competitors are Smirnoff Ice- 26% market share and Bacardi Breezer- 17% market share. Furthermore, an increased amount of Beer brands are launching new products in this category too, (See Appendix 2).

  • MNT brand was created to answer the current Gap in the market in the offering of Premium and sophisticated RTD (See Appendix 5).

  • MNT-based composition is Gin based, which naturally represents a more sophisticated and mature alcohol consumption due to its history and product-making complexity.

  • Further, it offers a lower alcohol % than the average on the market, offering a lower alcohol alternative to beer and wine.

Challenges:

Although MNT is a new brand launching in a very competitive market, the new brand needs to find its space in the consumer mind amidst the COVID pandemic. MNT brand needs to build a defined and clear communication that will resonate with its target audience and achieve short- and long-term success.

  • Very competitive market, with many performing brands. MNT needs to build a strong brand image to create differentiation and stand out on the shelves. Brand traditionally has a short life cycle on the shelves, between a year to two. Hence, MNT's challenge will be to communicate a clear brand identity that creates loyalty over time.

  • The second challenge for MNT will be to create excitement toward the brand launch in a very particular environment where many of the promotional tactics (such as sample, or in-store tasting) are momentarily not available.

Objectives

Launch a new brand that differentiates and positioned itself in this crowed market.

  1. The main campaign objective is for MNT to achieve 2 800 000 units sales of in-store sales by the end of September.

  2. Further to that, create an increase of 150% in brand awareness by the end of the launching campaign.

  3. Finally, 2,1% of the share of voice by the end of the second quarter.

They are aged 30-60, Men and Women/ Gender neutral, they are high profile socializers, affluent, established urban families and couples. There have higher income and have an occupation in business or related work requiring higher education. They have an entrepreneur’s mindset, with ambitious, career-oriented goals.

They live in Canada; Ontario, Quebec, Alberta, Saskatchewan, and British Columbia. The majority in urban, affluent suburbs, mostly in cosmopolitan areas, drive higher-end cars. They are prestige-oriented status yet grounded; they tend to favor quality over price, they tend to relish their drinks, are responsible drinkers, and are alcohol connoisseurs. Consumers need drinks that scintillate their taste, have a good social circle, are outgoing, and are extroverts. They enjoy having a get-together with their friends and family, probably in their backyard/ poolside, or indoors,s and make it an authentic event. They make a great host by remaining authentic with their knowledge about the drinks they serve their guests. They prioritize and value experience. They enjoy classic movies, theatre, jazz music, and exhibition. They enjoy traveling, spas, and wine tours. They are likely to have a Golf club membership and are Country club members where they enjoy getting together with friends and family and reminiscing their experiences. We can find them at lounges, distilleries, and fine dining restaurants with friends, families, and businesses. They take personal satisfaction from sharing those moments as a way of self-recognition.  They like experiencing new products despite having a loyal brand. They mold and adapt to new alcoholic beverages in the market depending on their surroundings.

What is our target audience currently drinking?

Business professionals prefer drinking Scotch neat, Gin Martini, Moscow mule, Bourbon, and Wine (Rosé).

With COVID-19, they are increasing their consumption towards drinking Hard gin seltzers, Celebrity Rosé, Canned Wine, Bottled cocktails/ Pre-mix cocktails, and lager brewed (Shaw).

Persona:

Meet Veronica, she works in the financial district of downtown Toronto, and her husband is a successful entrepreneur. She enjoys planning and booking her next weekend gateway on the internet. Every three months, she and her husband would go on a weekend trip without the kids, and two or three times a year they would go on longer holidays with all family. She enjoys socializing with friends at the country club while her husband plays golf. She owns a membership at the Royal Ontario Museum. They are conscious of societal issues and want to support the local community and charity, to which she would often give donations every year. She is interested in educating herself with the making knowledge of the alcohol she consumes, rather than just drinking. Hence, she took wine classes a few years ago and enjoy visiting Ontario wineries with her friends in the summer. When socializing she enjoys a glass of Chardonnays but would rather not be easily intoxicated and embarrassed herself. Despite being affluent, she does not believe in showing off and appreciates that her drink speaks of her belief and value.

The target audience 

Positioning Strategy and Positioning Statement

MNT wants to be positioned in the premium segment of the RTD market. Having a strong and distinctive brand identity that reflects the status and sophistication of its consumer. No other competitor offers the consumer a premium RTD beverage that connects to the Gin craftsmanship with lower alcohol. Hence, the goal is to be perceived as a brand offering a mirroring identity to their sophistication. As most of the branded RTD are standing for a Lifestyle benefit offering social and outdoor attributes, MNT aimed to be positioned on the element of Gin and its associated image of sophistication due to more complex product making. MNT is then offering a complex product in a ready-to-drink format, elevating everyday moments for its consumer.

“For Occasional Socialized, “MNT” validates their attitude of being comfortable in their own skin. Because MNT is made with gin that mirrors their Sophistication and originality.”

The reasons to believe

 Because consumers are eager to find a drink that reflects their personality without the need to brag or shout about it. The current market offer is not answering the need of consumers looking for premium Gin in the RTD category. This creates a great opportunity for MNT to offer them a beverage that allows them to subtly express their personality, via the embracing image of Gin craftmanship sophistication.

Category, product, or consumer insights

 Most of the brands are launching a new product in the Vodka-based RTD category, targeting a younger and more price-sensitive target audience, that tends to purchase quantity over quality. That been said, in recent years Gin based beverages had the highest increasing consumption rate, making this category very attractive (See Appendix 4). However, no brands are currently taking the opportunity of the crafting reputation of Gin, or market Gin-based beverages like any other vodka or RDT product. Further, to those market changes, consumers are more and more looking for lower calories per drink and tend to reduce the alcohol % per drink.

 

Main communication message

 MNT's launching campaign is to communicate the message that MNT is here to mirror consumer sophistication. Using the tag line “You, elevated”. MNT is not here to create a new lifestyle for them but to complement and accentuate their confident personality.

Validation Metrics

  • Increasing by 150% the brand awareness and engagement by the 30th October 2021

  • Overachieving landing page measurement by 130% by the 30th October 2021

  • Overachieving QR code Scanned metric by 110% by the 1st January 2021

  • Achieving 1500 new sign-up on the Newsletter form MNT website by the 30th of October 2021.

  • Achieving a 30% Click-Through Rate on the SEM campaign throughout the campaign.

BUDGET

Overall budget $X. Would incorporate cost for: Market research, Branding product design for Merchandising/ Digital & Traditional Media Advertising Channel / Microsite and website launch/ Creation and fees for App Maintenance / Creation and maintenance of Social Media/ Video Creation and Editing for YouTube Channel, Media Planning and purchase.

The mandatories (or media considerations)

  • o Logo,

    o Slogan “You, elevated”,

    o Creation of a Website, and Social Media account.

    o Government Disclaimer message, “drink responsively”,

    o All creative need to show the product and the % alcohol volume and follow Canadian advertising regulation (Appendix 6).

    o Element not to be included: No Slang word, No humoristic message.

    o No creative using children, children's toys, children's clothing, playground equipment, or wading pools.

  • Radio, podcast, music playlist, in-store display, print and magazine (LCBO, Wine Spectator, Toronto Life, Air Canada enRoute), event sponsoring (Time Out, Toronto Film Festival, Nuit Blanche, Scotiabank Arena Premium Seating, Toronto Artistic Food Expo), digital marketing (LCBO Wine Spectator, Toronto Life, Air Canada enRoute digital version), SEO & SEM, digital display ad, interactive media strategy with personalised envelop, QR code and A/B testing.

  • TTC advertising, LCBO Entrance display, Television, Billboard other than partnered with LCBO, in-store sample and testing, Saturday Farmers Market & Taste of the Danforth Festival.