Miami Ad School - December 2014
PADDY DEVIL APPLE
Background: Apple- cinnamon flavored Irish Whiskey created in response to the growing popularity of flavored whiskeys.
Problem: Consumers LOVE Fireball whiskey, a similar and very popular Canadian whiskey.
Target Audience: Selfie taking college grads. Men and women ages 22-30
Research: Bartenders agree that Fireball is the only flavored whiskey that comes to a customers mind when ordering flavored shots at a bar.
Insight: Young adults are embarrassed to admit they drink Fireball because it is associated with immature college drinking.
Strategy: Don’t drink like a college student.