ݺߣ

ݺߣShare a Scribd company logo

Молодые Львы'2020. Marketers. Команда 2

•
•
А
Анна Шутова

Pernod Ricard is a French company that owns and distributes alcoholic beverage brands like Absolut vodka but does not produce the products. Absolut vodka's brand purpose is to create a more open world and its essence is an authentic vodka that is passionate about inclusivity. Gender stereotypes developed historically in Belarusian culture but young people today are more open-minded and seek acceptance in a more inclusive world free of stereotypes.

1 of 10
Download to read offline
Молодые Львы'2020. Marketers. Команда 2
PERNOD RICARD IS A FRENCH COMPANY THAT DISTRIBUTES ALCOHOLIC BEVERAGES, REPRESENTED IN BELARUS BY PERNOD RICARD MINSK SO, WE ONLY OWN AND DISTRIBUTE DIFFERENT ALCOHOL BRANDS AND PRODUCTS, BUT WE DON'T PRODUCE IT ABSOLUT VODKA IS A BRAND OWNED BY PERNOD RICARD BRAND PURPOSE: CREATE A MORE OPEN WORLD BRAND ESSENCE: AUTHENTIC VODKA, PASSIONATE FOR INCLUSIVITY COMMUNICATION PLATFORM: WE ARE ALL HUMAN
Sex and gender are different concepts. Sex is a biological fact, but gender is a social phenomenon. Gender stereotypes were historically developed in Belarus (and world) culture. Gender stereotypes kill equal visibility, empowerment, responsibility, and opportunity of participation of both sexes in all spheres of public and private life In Belarus gender roles and gender stereotypes are assigned to boys and girls by parents from their childhood. But at the same time, modern young people are open to studying the problems of the modern world and themselves. It's important for their generation to be yourself
18-25, GENDER WHATEVER AGILE AND OPEN, FREE SPIRITED PURSUING HAPPINESS AND SEEKING POSITIVE CHANGE WANT TO LIVE IN A MORE OPEN AND INCLUSIVE WORLD SEEK FOR ACCEPTANCE AND COMPASSION AT THE SAME TIME THEY WERE RAISED IN STRONGLY STEREOTYPED SOCIETY, AND THEY FEEL THE PRESSURE OF THESE GENDER STEREOTYPES. THEY PLAY AN IMPORTANT ROLE IN THEIR LIVES, PERCEPTION OF THEMSELVES AND PEOPLE AROUND THEM
I WANT TO GET RID OF STEREOTYPED PATTERNS IMPOSED FROM CHILDHOOD, BUT I FEEL PRESSURED BY SOCIETY AND MY PARENTS, THAT’S WHY I PLAY SOCIALLY ACCEPTED ROLE
UNWRAP YOURSELF FROM GENDER STEREOTYPES
We create the world's first gender-neutral vodka: colorless, odorless. This is a drink with millions of variations of cocktails, which provides a choice to you. You decide, what you drink, what you taste and what color you have. And no matter who drinks it: either men or women Our bottle of gender-neutral vodka will be a metaphor for liberation (and unwrapping) from gender stereotypes. We create two types of unique bottle designs using thin film. We design it in two colors - blue and pink. One bottle is dedicated to male stereotypes, the second - to female. Each bottle has a small label that allows you to open the film. Under the film there is a purple, transparent, gender-neutral Absolut Neutral bottle.
Молодые Львы'2020. Marketers. Команда 2
Landing page with the explanation of the gender stereotype problem and with fine advises to the audience Digital campaign including social media, partnership with online media and collaboration with relevant influencers Campaign activation in trade (POSm in retail)
CHAPTER # CHAPTER FA # :

More Related Content

Молодые Львы'2020. Marketers. Команда 2

  • 2. PERNOD RICARD IS A FRENCH COMPANY THAT DISTRIBUTES ALCOHOLIC BEVERAGES, REPRESENTED IN BELARUS BY PERNOD RICARD MINSK SO, WE ONLY OWN AND DISTRIBUTE DIFFERENT ALCOHOL BRANDS AND PRODUCTS, BUT WE DON'T PRODUCE IT ABSOLUT VODKA IS A BRAND OWNED BY PERNOD RICARD BRAND PURPOSE: CREATE A MORE OPEN WORLD BRAND ESSENCE: AUTHENTIC VODKA, PASSIONATE FOR INCLUSIVITY COMMUNICATION PLATFORM: WE ARE ALL HUMAN
  • 3. Sex and gender are different concepts. Sex is a biological fact, but gender is a social phenomenon. Gender stereotypes were historically developed in Belarus (and world) culture. Gender stereotypes kill equal visibility, empowerment, responsibility, and opportunity of participation of both sexes in all spheres of public and private life In Belarus gender roles and gender stereotypes are assigned to boys and girls by parents from their childhood. But at the same time, modern young people are open to studying the problems of the modern world and themselves. It's important for their generation to be yourself
  • 4. 18-25, GENDER WHATEVER AGILE AND OPEN, FREE SPIRITED PURSUING HAPPINESS AND SEEKING POSITIVE CHANGE WANT TO LIVE IN A MORE OPEN AND INCLUSIVE WORLD SEEK FOR ACCEPTANCE AND COMPASSION AT THE SAME TIME THEY WERE RAISED IN STRONGLY STEREOTYPED SOCIETY, AND THEY FEEL THE PRESSURE OF THESE GENDER STEREOTYPES. THEY PLAY AN IMPORTANT ROLE IN THEIR LIVES, PERCEPTION OF THEMSELVES AND PEOPLE AROUND THEM
  • 5. I WANT TO GET RID OF STEREOTYPED PATTERNS IMPOSED FROM CHILDHOOD, BUT I FEEL PRESSURED BY SOCIETY AND MY PARENTS, THAT’S WHY I PLAY SOCIALLY ACCEPTED ROLE
  • 7. We create the world's first gender-neutral vodka: colorless, odorless. This is a drink with millions of variations of cocktails, which provides a choice to you. You decide, what you drink, what you taste and what color you have. And no matter who drinks it: either men or women Our bottle of gender-neutral vodka will be a metaphor for liberation (and unwrapping) from gender stereotypes. We create two types of unique bottle designs using thin film. We design it in two colors - blue and pink. One bottle is dedicated to male stereotypes, the second - to female. Each bottle has a small label that allows you to open the film. Under the film there is a purple, transparent, gender-neutral Absolut Neutral bottle.
  • 9. Landing page with the explanation of the gender stereotype problem and with fine advises to the audience Digital campaign including social media, partnership with online media and collaboration with relevant influencers Campaign activation in trade (POSm in retail)