OUGD503 - Responsive - YCN: Greenall's Gin - Rationale & Critique

Rationale

The street party undeniably comes within the realms of Greenall’s call for a ‘quintessentially British moment’ having endured its presence within British culture for nearly a century. The notion in itself reflects the Greenall’s brand and it’s desires to inspire fun, social events and celebration of British heritage.

Critique 

Following additional research in to street parties and confirming the idea through a short rationale, Alice and I took the idea to a feedback discussion to ensure the idea was well recieved by peers and members of the target audience - millennials. Findings from the critique follow: 

Do you believe a street party represents the 'quintessentially British' moment Greenall’s are looking for?

All those questioned agreed that they conisidered street parties to be quintessentially British and that it was an original idea in regard to the Greenall’s brief.

‘Would you throw a street party yourselves?’

All who participated in the critique said that they would consider throwing a street party if they were supplied with all the required materials and/or products but were less likely to if it required individual sourcing of event items.

If all required items were provided in a Greenall’s Street Party Pack - would this encourage you to hold one and what would you expect to see in there?

Feedback recieved confirmed that the target would be much more likely to throw a street party if supplied with all the required items - these including the following: 

• Bunting 

• Paper Plates 

• Recipe Ideas 

and of course...Gin.

Following the critique, Alice and I confirmed our response to the Greenall’s brief would be a campaign-led Street Party Pack including Limited Edition Packaging (Bottle Box and Label), Recipe cards, Bunting and paper plates.