CLIENT: Latin American Wines & Spirits Marketing Inc. is a sales and marketing company focused on brand representation and consultation in Latin America, the Caribbean, tourism, hospitality and duty-free markets.
CHALLENGE: Create the brand identity for a new premium vodka and absinthe drink, Green Moon Vodka, before its launch into the retail marketplace.
PROCESS: Desert Rose Design was retained to create a Go-To-Market Plan that focused on educating and energizing the distributors, proving that Green Moon was a viable new product that would sell. We first worked with Latin American Wines & Spirits to identify the market segments. We then performed a competitive analysis to establish its positioning and understand their target markets. From there, we presented a Go-To-Market Plan that defined a goal, itemized a list of tactics and provided a program launch timeline.
Green Moon Vodka is poised to share market position with vodka and jagermeister, we created a distribution brochure that played off the old mooning adage, appealing to a young target audience. From there, we also created tradeshow graphics and table tents to build brand awareness and consumer demand. We also created the package design, temporary tattoos, neck booklets, bottle glorifiers and bar banners to help launch Green Moon.
RESULTS: During Spring Break 2008, Latin American Wines & Spirits held a soft launch of Green Moon Vodka. National promotions were scheduled and we created promotion for bar party rollouts. The launch was a huge success, and Green Moon can now be found on the shelves of most liquor stores worldwide.