Creative Brief that I wrote for a new organic tequila product, partt of my brandcamp application.

1. Segura TequilaCreative Brief By Jake Hirsch Logo Design By Jared Webb Summer 2009

2. My Task: Organic Tequila Develop a new tequila product, name, and marketing strategy aimed at 21-30 year old young professionals, the “20 somethings.”

3. The Big Picture There is more of a focus on being healthy than ever before. Drinking tequila is NOT conducive to a healthy lifestyle, but people drink it anyway. The tequila industry continues to show a strong growth in market size. It could be even BIGGER.

4. Where Do We Fit? Our mission is to show people that they can continue drinking tequila, but in a healthier manner.

5. Target The aspiring professional, still in the midst of transitioning from the freedoms of college to the structure of professional life. They are health conscious, ambitious and eager to prove themselves.

6. Target But don’t be fooled, they are looking for a means to unwind from their daily grind. They want to succeed in their work life, and their nightlife. +

7. The Problem These young professionals consume adult beverages on a regular basis, but too often pay the price the next day.

8. The Insight They are looking to hang on to some of the freedoms of their pre-professional lives.

9. We can give them what they need… A tequila that fits their lifestyle. Now they can say “We have one.” It’s called Segura.

11. Organic ingredients mixed with natural herbs aid in easy digestion.

13. THE END Thanks for checking out my Tequila Creative Brief! Feel free to leave any feedback you have in the comments section of my YouTube video!