Marketing for The Naked Turtle

CLIENT: The Naked Turtle

PROJECT: Integrated Marketing Campaign

OVERVIEWIn 2012, Diageo added new brand The Naked Turtle with a strong corporate social responsibility to their portfolio. Rolling out in a limited test market the following year, the brand has expanded to 17 states in Fall 2017. Diageo is now looking to keep building momentum in 2018 by strengthening brand identity and increase awareness. In order raise qualified awareness of the brand and to gain recognition for its mission and initiatives with the Sea Turtle Conservancy, the story of Naked Turtle needs to be told by incorporation ways of increasing consumer interaction and access to the product through an integrated marketing communications campaign driven by the brand value.

CHALLENGE

The Naked Turtle wants to stand out within Diageo’s umbrella of brands and thereby increase profitability to access a larger budget for marketing efforts. But it’s not just about standing out within your Diageo family. It’s about standing out in general by strengthening brand identity, increasing awareness & engagement.

OBJECTIVE

Strengthen brand identity Increase The Naked Turtle brand awareness Increase the demand for The Naked Turtle White Rum within it newly. Therefore the real brand challenge is to “Change the culture of drinking.”