Hello world! We are

ü Valentine Keil ü Lucas Ottone

ü Vi Nguyen ü Meng-Shu Tsai

WOMEN and SPIRITS a non-fictional documentary featuring insight of 18-24YO UK female drinkers

a production of

THE EXPOSITION

ACT 1

SCENE 1. trends & opportunities

ª Vodka: UK’s most popular white spirit

ª Core target: 18-24s Mintel 2013

Mass-customization is becoming a key trend Whiteside/ Warc 2013

Positive future for global spirit industry

18-24s say no to too girly “conceptualization” Rudolfsdottir and Morgan 2009; Mintel 2013.

importance of pre-partying: focus on off-trade Ipsos 2013

SCENE 2. top competitors

maximizing moments blending social media with music and live events

Warc 2013; Campaignlive 2013

Smirnoff

British, cheap price with no current promotional activity

Glen’s

a targeted television strategy with a focus on heritage Campaignlive 2013

“Vodka as it should be”

Russian Standard

Spirits for UK female consumers?

YES. Vodka is loved by 18-24YO female drinkers

the most popular, emotive white spirit with highest penetration

associated with mix-ability, purity, premium

£12.99- 20.99

per 70cl

LET’S GO FOR …

THE RISING ACTION

ACT 2

SCENE 3. research methodology

I. Secondary research: •  Industry reports

•  Review of contemporary literature.

II. Primary research: •  Observation: immersion theories (Carú

and Cova 2006) –  In nightclub, house party, theme party.

•  Motivational research (Ditcher 1986) –  In-depth interviews with college students

(19 and 23 years old).

SCENE 4. research themes

Immersion

Alcohol as immersion lubricant

The journey to

immersion The state

of immersion

Alcohol as IMMERSION lubricant

•  Alcohol is the instrument for drinkers to immerse into the experience.

•  Alcohol is part of the experience.

§  People share drinks. People talks

about drinks.

“ I always need to have a drink in my hand because I’m more in the party.

Sara, 23.

The state of IMMERSION

•  Embrace popular imagery: drinkers recreate popular narratives and scenarios.

•  Individualism: every girl eventually creates her own character distant from the mass.

“I’m not the average British girl … I don’t get THAT drunk or dress like THAT.”

Seraphine, 19.

The journey to IMMERSION

Memory creation: people create memories

and capture drinking moments.

“It’s about creating the right moment with the right people.”

Seraphine, 19.

“If the drink is really cool, yes, I take a picture of it.”

Sara, 23.

The journey to IMMERSION

Group performance: every woman in the

group is assumed to take part in the experience

and perform a role.

Ex. the must-be-drunk and the guardian.

SCENE 5. the cast

I know it’s dangerous but I am still doing it because I can.

I am smart and powerful. Effy (Skins)

THE DIVA

risky emotional

social engaging go to events with own group of friends

drinking: tool and tactic

U n s a t i s f i e d

“All of my friends think I live in a fairytale because I believe in happy things rather than let’s just get drunk to feel happy.”

Seraphine, 19.

THE RISING STAR

Rational uncertain about life, future

i n t r ove r te d want to be independent

occasional alcohol consumer looking for the “right” drink

THE FEMALE ENSEMBLE

secure context not rely on men

collective

memory

sisterhood strong group

identity

THE CLIMAX

ACT 3

1. Alcohol enables

female drinkers to

immerse into the

experience.

2. When drinking,

women create

memories

and adopt new

roles in the group.

3. Eventually, they are

all able to fit into new

scenarios and

re-produce their

identities by getting

inspiration from

popular cultural

images.

SCENE 6. insight

Alcohol consumption is a means through which WOMEN can

creatively construct and

express the multitude of identities that are attractive and open to them.

Brand X is a

storytelling tool that

enables woman

to release her creative side and craft new,

exciting identities

SCENE 7. proposition

To be continued …

Thank you!