Our strategy began with identifying HPNOTIQ’s target markets.
When the liqueur brand launched in 2001, their target market was 21-year-olds. Sixteen years later, the target market is still 21-year-olds. However, they can’t forget about their heritage consumers – those that have been with them since the beginning. Those that are now 37+ years-old. A sense of nostalgia could make them pour another light blue glass.
It was our purpose to understand consumers through:
Persona – the individual drinker – Based on imperial research and market data, each persona is a semi-fictional representation of a HPNOTIQ customer. Provides an understanding of the customer’s demographics, behaviors, interests, and motivations.
Target Audience – the group – Based on persona, the target audience is the group of users that meet demographic, interest and behavior criteria. It is who the ad(s) is intended for and who the ad will reach.