The strategy aims to craft a modern cider brand with retro cues, targeting an audience aged 28 to 55. The first approach emphasizes the retro-nature connection by using vintage design elements and collaborating with influencers to evoke nostalgia. By designing packaging that captures the essence of nature, the brand aims to remind consumers of cider's historical ties to nature, creating a unique nostalgic allure. An example would be using retro color palettes and vintage imagery of outdoor activities in marketing materials.
To engage those with an adventurous spirit, the strategy integrates an active lifestyle with the brand. This involves hosting outdoor events and partnering with outdoor gear brands to create cross-promotional opportunities. By featuring popular sports and activities, the brand encourages consumers to associate cider with adventure, further deepening its appeal to active lifestyle enthusiasts.
Inspiring bold enjoyment and positivity is another core aspect of the strategy. The brand seeks to create a positive lifestyle association through user-generated content and motivational campaigns. Encouraging customers to share their bold cider experiences, the brand aligns itself with the values of exploration and positivity. An example includes launching social media contests that celebrate bold enjoyment with rewards.
The strategies
⛳️ Strategy 1: Emphasize the Retro-Nature Connection
- Design packaging with vintage design elements that evoke nostalgia
- Use retro colour palettes that capture the essence of nature
- Develop a brand story that highlights the historical connection of cider to nature
- Collaborate with vintage-style influencers to enhance brand awareness
- Create promotional material with nostalgic imagery of outdoor activities
- Host events in retro-style venues that showcase natural decor
- Develop social media content that juxtaposes vintage cues with outdoor adventure themes
- Highlight local natural ingredients in your marketing campaigns
- Create a brand ambassador programme featuring influential figures in outdoor sports
- Leverage storytelling in marketing collateral to illustrate the fusion of past and present in nature
⛳️ Strategy 2: Engage the Adventurous and Active Lifestyle
- Identify popular outdoor sports among the target demographics and feature them prominently in marketing
- Organise outdoor events and challenges that align with an adventurous lifestyle
- Form partnerships with outdoor gear and clothing brands for cross-promotional opportunities
- Sponsor outdoor sporting events to increase brand visibility
- Create video content showcasing adventurous activities with product placement
- Develop a community platform for customers to share their bold outdoor experiences
- Offer limited-edition products themed around popular outdoor sports
- Create an engagement programme where customers share outdoor adventure stories on social media
- Develop cider flavours inspired by popular outdoor locations or activities
- Leverage email marketing to offer exclusive invites to outdoor brand events
⛳️ Strategy 3: Inspire Bold Enjoyment and Positivity
- Create a campaign focused on 'bold enjoyment' to encourage exploration and positivity
- Encourage user-generated content where customers share their bold cider experiences
- Utilise motivational taglines that resonate with a positive and bold lifestyle
- Feature consumer testimonials that spotlight bold living enriched by the brand
- Incorporate motivational quotes and graphics in merchandise and marketing assets
- Launch contests that require participants to demonstrate 'bold enjoyment' for rewards
- Collaborate with wellness influencers promoting positivity in their lifestyles
- Present case studies of successful individuals who lead boldly with your product
- Develop podcasts or webinars on positive living and achieving bold goals
- Engage customers with surveys on how the brand enhances their positive outlook on life
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
