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Aussies throw out $8 billion of food each year, that's the equivalent to 400,00 tonnes of edible food - gone!
This bread vodka is made from salvaged bread, destined for the waste cycle, sourced from local Tasmanian businesses such as bakeries, supermarkets and hospitality venues.
Don't feed bread to ducks, give it to us to make booze with instead.

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I chose this track for the soundtrack as I feel like it gives a calm feel to the video and adds to the sensation of a smooth product.

"Wholesome" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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I came across quite a few challenges with this assignment. My biggest one being time management - I had taken all my footage quite far in advance, however, I did not like how it was coming together when I got to the editing stage.  I spent a lot of time trying to make the video smoother and to match the treatment I had prepared earlier.  My final result was quite different to what I had originally envisioned but I am quite happy with the way it turned out in the end.
I came across quite a few issues with PremierePro mainly with the rendering of the video but after copious amounts of tutorial videos, I was able to fix it to the best of my abilities. I also struggled to keep the video to 30 seconds, so I chose to cut out a few frames that didn't flow as well as the rest.
I learnt a lot through the development of this video,  most significantly being how to select and promote to your desired audience effectively.
Overall, I am quite happy with how my video turned out, I think it flows relatively well and gives the audience a different perspective on Vodka rather than it being 'just another alcohol'. I am getting better with using the Adobe suite and I am looking forward to seeing how far I have come when I finish this degree.

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I am finding it quite difficult to find journal articles on alcohol and marketing. Most articles cover the negative impacts that alcohol has on society especially the youth of today. My target market is the "younger generation", however I chose this as they are more easily influenced into trying new things whilst older generations can be set into routine, for example, avid VB drinkers or they stick to their Canadian Club & Dry.

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Coca-cola is taking the step towards making 100% recyclable packaging. They have used a hand-drawn feel to their advert to give an organic feel.

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Each of the following scenes show how our waste can be salvaged and used again. These scenes will be only around 3 seconds long and with the correct camera techniques, will smoothly transition from one scene to the next.

A bartender throws unwanted, empty alcohol bottles in a bin. A loud crash as the bottle hits other glass.

A chef cuts up a loaf of bread and throws the unused out in a busy café.

Kids laugh whilst feeding ducks their bread from a plastic bag.

<These scenes then quickly rewind.>

A snapshot of the working distillery. A distiller tests the alcohol content of the vodka.

A glimpse of the brass still column.

The sounds of the vodka being poured into the same bottles that were shown to be thrown out.

A label being stuck onto the same bottles shown in the first snapshot.

The top of the bottle is being dipped in red, hot dripping wax.

Cut to the final scene.

The bottle of bread vodka is placed on lush green grass in front of the iconic Tasmanian Richmond Bridge amongst the local ducks with the message “Don’t Feed the Ducks” that fades in.

This is followed by a black screen with the message “Drink sustainably – better for the world and the ducks”

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Award-winning sheep whey vodka. This website is simple yet effective & keeps in line with the product packaging.

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Description

DESCRIPTION

Each Bottle is hand sprayed black and the label hand written and with Ryan Hartshorn's (Head distiller) signature

Very Small batches of 80 - 120 bottles for each batch depending on bottle size.

Creamy sweet nose, velvet body with a smooth attitude to finish

The nose has a delicate brown sugar sweetness with a delightful floral undertone. Upon tasting you are welcomed with fresh pear and golden apple. Rounding out with hints of wild spice, leather and mineral freshness to finish. Super smooth with little heat and plenty of character.

Designed to drink straight at room temperature. Serve alone in a large aromatic glass or as a vodka martini with a pair of quality green olives.

* Worlds Best Vodka (World Vodka Awards 2018)

BEST varietal vodka of Australia (World Vodka Awards 2019)

* BEST varietal vodka of the World (World Vodka Awards 2018)
* BEST varietal vodka of Australia (World Vodka Awards 2018)
* BEST varietal vodka of Australia (World Vodka Awards 2017)
* Australian Beverage of the Year (Food & Beverage Industry awards 2017)

Only logged in customers who have purchased this product may leave a review.

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(40% alc) Each bottle hand painted, written and signed by Ryan Hartshorn (Head Distiller) AWARDS: - Worlds Best Vodka (World Vodka Awards 2018) - BEST varietal vodka of Australia (World Vodka Awards 2019) - BEST varietal vodka of the World (World Vodka Awards 2018) - BEST varietal vodka of Australia (World Vodka Awards 2018) - BEST varietal vodka of Australia (World Vodka Awards 2017) - Australian Beverage of the Year (Food & Beverage Industry awards 2017)

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Sun and Ko (2016) research how a company’s sustainable practices can build a positive consumer perception and brand equity, especially amongst young consumers. Consumers all entail a set of beliefs that will shape how they respond to marketing efforts and if developed efficiently, will influence positive brand attitudes. Placing a focus on the positive ecological efforts made by a business will encourage positive word-of mouth marketing by those who are concerned and aware of our environment’s future (Sun & Ko 2016).

Sun, Y & Ko, E 2016, ‘Influence of sustainable marketing activities on customer equity’, Journal of Global Scholars of Marketing Science, vol. 26, no. 3, pp. 270–283.

In 2009, it was found that 46% of consumers were found to boycott a brand if they did not approve of their practices (Ottman 2011, pp. 29). The author also found that most people aged between their twenties and forties, also known as Generation Y, were the leaders in the green movement and twice as likely to buy items deemed to be ecologically friendly. This helped affirm my choice to market towards the green consumer and remove the emphasis on the alcoholic perspective of the product.

Ottman, J 2011, ‘The new rules of green marketing: strategies, tools and inspiration for sustainable branding’,1 st edition, Routledge, London.

Madni, Hamid and Rashid (2016) explore the impacts of marketing for controversial products such as alcohol and how this can affect a consumer’s perception of the brand. Some brands choose to take advantage of the controversy for better impact (Madni, Hamid & Rashid 2016, pp. 17), whilst this strategy may work for brands with a formed client base, this is not ideal for a start-up business like the vodka brand. There is a high level of risk associated with marketing an alcohol as it may cause a negative brand perception by consumers but can also affect reputation across the entire market (Madni, Hamis & Rashid 2016, pp. 20)

Madni, AR, Hamid, NA & Rashid, SM  2016, ‘Influence of controversial advertisement on consumer behavior’, The Journal of Commerce, vol. 8, no. 1-2, pp. 14–24.

Greisen et al. (2019) suggests that the four P’s of marketing, place, product, promotion and price can easily influence the market that you penetrate.  In order to avoid any negative attitudes or behaviours towards the brand it would be important to define the target demographics and reach the niche market.

Greisen, C, Grossman, ER, Siegel, M & Sager, M 2019, ‘Public health and the four p’s of marketing: alcohol as a fundamental example’, The Journal of Law, Medicine & Ethics, vol. 42, no. 2, pp. 51–54.

Millennials are happier to pay a premium price for a drink with unique ingredients or selling points as there is an increased desire to share their opinions and experience through digital media, contributing to word-of-mouth marketing (Kellershohn 2018, pp. 107). This encourages me to emphasise how this vodka is differentiated to any others that are currently in the market. I will be placing an emphasis on the fact that they use salvaged bread in the production, re-use bottles from venues and that it is made in a micro-distillery.

Kellershohn, J 2018, ‘Alcoholic beverages: technology and next generation marketing’ in SK Panda & PH Shetty (ed), ‘Innovations in technologies for fermented food and beverage industries’, Springer, Cham, pp. 105-120.

Lobler (2017) recognises that in a world of non-renewable resources, consumers have always acted as if it is unlimited and it is our job to reduce this consumption and help reduce pollution, not only as a company but also to pass that message on to the consumer. Consumers are now making an attempt to reduce our carbon footprint and their purchase decisions are reflecting that.

Löbler, H 2017, ‘Humans’ relationship to nature – framing sustainable marketing’, Journal of Services Marketing, vol. 31, no. 1, pp. 73–82.

Alcohol is commonly linked to social and health issues among Australians.  Livingston et al (2018) have recognised that there has been a decline of alcohol consumption amongst the younger generations which is the effect of an increased amount of alcohol education and perhaps a more negative view towards the product.  This effects my campaign as I want to remove the focus that it is an alcoholic drink and shift towards a handcrafted and eco-friendly perspective.

Livingston, M, Callinan, S, Raninen, J, Pennay, A & Dietze, PM 2018, ‘Alcohol consumption trends in Australia: Comparing surveys and sales‐based measures’, Drug and Alcohol Review, vol. 37, no. 1, pp. 9–14.

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I found reaching 80 ideas extremely challenging until I started to just think of anything that play some sort of a role in my life, it was amazing how quickly the ideas flowed from here. I have chosen to promote a bread vodka made from salvaged bread from local businesses. I am not a big drinker myself so the first assumption about alcohol that came to mind is basically "getting drunk", so this was hard to start to look past the alcoholic state of the drink and start to focus on what brings it above other vodkas on the market. I have a few ideas on how to promote this through my video but not quite sure how to portray or send that message across as of yet. I did notice that there are a few guidelines to abide by when promoting alcohol so I felt that I needed to find the code that applies to alcohol marketing.

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Husk Distillers - practicing a sustainable distilling process. Their website portrays an organic, rustic and simplistic feel through their colour scheme, logo and typography.

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Inspired by the diverse and vibrant rum culture of the Caribbean islands and a yearning for fine Australian spirits, distiller Paul Messenger, along with his wife Mandy and daughters Harriet, Edwina & Claudia, embarked on a journey to create a plantation distillery on their cattle & cane farm, nestled in the green caldera surrounding Mt Warning in Northern NSW.

Our vision was to create a premium, paddock to bottle agricole rum with a unique Australian expression. Our journey is now in it's eighth year. We've had to develop new skills and adapt new methods of small-scale cultivation, harvesting and crushing not used in the area before. We've designed our distillery based on fermentation, distillation and maturation methods not typically used in commercial rum distilleries and the result is a rum that we are proud to say has the unique characteristics of our part of the world - our provenance.

Husk Rum can only be made from freshly crushed cane juice so its production is restricted to the harvest season from August to November. While rum from our first harvest in 2012 was quietly maturing on oak we began creating a gin, something different that would challenge people's perception of what gin can be.

Ink Gin was a bold risk which paid off, as people around the country fell in love with the colour play & soft Australiana taste. We quickly outgrew our tiny farm shed distillery, and in late 2016 we started building a new distillery, which would be complete with a cellar door, bar and barrel house.

In April 2017 we faced our biggest challenge to date, as the most devastating flood in 100 years ripped through the Tweed Valley, an aftermath of cyclone Debbie. With 4 metres of water blanketing our farm, and 1 metre of water through our barrel shed and distillery, it was a major setback and put construction on hold for several months as our region dealt with the clean up.

2019 saw us finally complete our new distillery after a long 2.5 years of construction. This is complete with a cellar door and cafe, and is now open to the public for tours and tastings. We can't wait to welcome you to our farm for a visit.

Follow our journey as we continue to develop experimental blends and innovative craft spirits.
Drink Less - Enjoy More

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Inspired by the diverse and vibrant rum culture of the Caribbean islands and a yearning for fine Australian spirits, distiller Paul Messenger, along with his wife Mandy and daughters Harriet, Edwina & Claudia, embarked on a journey to create a plantation distillery on their cattle & cane farm, nestled in the green caldera surrounding Mt Warning in Northern NSW.

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Being an alcoholic product, general attitudes across the population are quite negative as it is commonly associated with binge-drinking, alcoholism, abuse and other social and health issues (Livingston et al 2018). It can also be viewed as "just another vodka" and upon first glance, the audience may not realise that there are a few key points that set them apart from that generalisation.

After viewing the video, I want my audience to feel somewhat inspired and curious to encourage action to buy. In order to do this, I plan to use snapshots of a variety of processes to reach the final product and finish with a simple message at the end to tie all the snapshots.

I have chosen to use gold (#BD9436) for the main headings and accents throughout my productions as it is a colour of compassion, passion and wealth.  I have chosen this colour to give off a sense of trust.
The gold is linked with a warm yellow (#FFD063) to add richness and warmth and brown (#705515) to emphasise the wholesomeness of the distilling process.
As a complimentary colour, I have chosen navy (#0A2A70) to emit a sense of intelligence and confidence as the brewers have a wealth of knowledge in the process that they have taken to get their final product.  This is teamed with a lighter shade of blue (33760BD) to show a sense of purity.

As the gold does not pass a contrast check with a white background, the headings will be placed on the navy background.

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Aliotta, C 2013, ‘Evoke emotion through typography’, Joogpot, viewed 19 July 2019, >http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>

Australian Bureau of Statistics (ABS) 2018, 'National health survey: alcohol consumption - single occasion risk', cat. no. 4364.0.55.001, ABS, Canberra, https://www.abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/4364.0.55.0012017-18?OpenDocument

Greisen, C, Grossman, ER, Siegel, M & Sager, M 2019, ‘Public health and the four p’s of marketing: alcohol as a fundamental example’, The Journal of Law, Medicine & Ethics, vol. 42, no. 2, pp. 51–54.

Kellershohn, J 2018, ‘Alcoholic beverages: technology and next generation marketing’ in SK Panda & PH Shetty (ed), ‘Innovations in technologies for fermented food and beverage industries’, Springer, Cham, pp. 105-120.

Livingston, M, Callinan, S, Raninen, J, Pennay, A & Dietze, PM 2018, ‘Alcohol consumption trends in Australia: Comparing surveys and sales‐based measures’, Drug and Alcohol Review, vol. 37, no. 1, pp. 9–14.

Löbler, H 2017, ‘Humans’ relationship to nature – framing sustainable marketing’, Journal of Services Marketing, vol. 31, no. 1, pp. 73–82.

Maag, B 2018, ‘How to choose the right typeface for a brand’, Creative Bloq, viewed 19 July 2019, < https://www.creativebloq.com/how-to/choose-the-right-typeface-for-a-brand>

Madni, AR, Hamid, NA & Rashid, SM  2016, ‘Influence of controversial advertisement on consumer behavior’, The Journal of Commerce, vol. 8, no. 1-2, pp. 14–24.

Naderi, I & Van Steenburg, E 2018, ‘Me first, then the environment: young Millennials as green consumers’, Young Consumers, vol. 19, no. 3, pp. 280–295.

Ottman, J 2011, ‘The new rules of green marketing: strategies, tools and inspiration for sustainable branding’,1st edition, Routledge, London.

Sun, Y & Ko, E 2016, ‘Influence of sustainable marketing activities on customer equity’, Journal of Global Scholars of Marketing Science, vol. 26, no. 3, pp. 270–283.

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I selected handwritten style fonts so I could portray a natural, spontaneous and authentic feel (Aliotta 2013). The "Gloss Drop" font has a handwritten essence and a sense of imperfection. As the Bread Vodka is handcrafted and a one-of-a-kind I wanted the font to send the message of being warm and friendly and adding texture to the page (Maag 2018) .

I chose both sans serif fonts for the sub-headings and paragraph so that they are easily read on screen in order to not lose the audience's attention. However I kept a rustic but simple sub-heading to maintain a creative and rustic feel to our content.

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This video is more aligned with what I envision for my promotional video, a focus on the environment and portraying clarity through the snow and stream imagery.

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Pristine Vodka Commercial 1st quarter 2018

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This advert (and a lot of vodka ads on the market) uses a seductive and sophisticated feel to their videos. They use a sense of sex appeal and money to send the message that this is a drink for the sophisticated.

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SKYY VODKA ADVERT / COMMERCIAL 2013 - 'The Rise' - featuring Adrian Christopher

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Target age group: Millennials (22-37 years old) - this is the largest and leading generation of green consumers (Naderi & Van Steenburg 2018). According to the Australian Bureau of Statistics (ABS 2019) the largest proportion of people that consumed alcohol in the last 12 month were 18-34 year olds with over 60% of people admitting that they drink often, sometimes over the national guidelines.

Gender: not gender specific

Professional status: working class individual, aimed at demographics that are likely to understand and appreciate the workings behind a well-made sustainable vodka.

Message: "Don't feed the ducks" - Drink sustainably - better for you and
the ducks.

To convince the audience of the message, emphasis will be placed on the ethos and pathos of the brand.  The business is locally owned and environmentally aware by using salvaged bread and re-using glass bottles from local bars and pubs. I aim to capture their attention using aesthetically pleasing imagery of the distilling process and using iconic local scenery... and of course, ducks!

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1. Partner's Bread Vodka

2. Anti-bullying

3. Toddler sensory development

4. Cake decorating

5. Cookie making

6. Beer

7. Partner's new business

8. Cold-pressed juice

9. Adopt - don't shop (dogs)

10. Family time

11. Fitness classes

12. SIDS awareness

13. Quit smoking

14. Quit drugs

15. Child nutrition

16. Watches

17. Animal de-sexing

18. De-cluttering

19. Home organisation

20. Vaccines & kids

21. Succulents

22. House plants

23. Footwear

24. Sports shoes

25. Footwear fittings

26. Running

27. Footwear + running

28. Upcycling

29. Pizza making

30. Pasta making

31. Gnocchi making

32. Beyond Blue

33. Suicide Awareness

34. Rock & Rhyme

35. Post-partum fitness

36. Limoncello making

37. Baby-led weaning

38. Wildlife at night

39. Spare Change

40. Pressure cooker meals

41. Kmart

42. Cider

43. Bread making

44. Eye-lash extensions

45. Zero waste project

46. Soda stream

47. Surface Pro

48. Fishing

49. Support local

50. Explore Tasmania

51. Tasmanian Beaches

52. Captain Bligh Brewery

53. Second-hand clothes

54. Gourmet BBQ

55. Grow your own vegies

56. Self-care

57. Local footwear store

58. Learn to swim

59. Fresh juice

60. Farmers market

61. Crocheting

62. Knitting

63. Mum support groups

64. Les Mills

65. Op-shopping

66. State library

67. Learn to read/write

68. Kids & Fitness

69. Bootcamps

70. Food coaching

71. Life coaching

72. Red Cross

73. Organ Donor

74. Hand cream

75. Beauty business

76. Local short walks

77. Anti-litter campaign

78. Anti-speeding

79. Take time to switch off

80. Slow cooker meals

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At first, I found it hard to get started on producing my mind map but once I started to get a few ideas down, then I found 100 assumptions came very quickly.  I came up with a fair few ideas that I wouldn't have reached if I hadn't sat down and made this mind map which makes me believe that there are may other ideas that have not come to mind yet.
I find that there are a lot of limitations that my product entails when it comes to making a promotional video that is socially acceptable but a few ideas have come to mind already!

https://bubbl.us/NTIzNjI0NS8xMDAxODk5Ni8xMGM4MmUwZmVjYmE5ODliYmI1ZmRjM2UyNGZmMGMxMQ==-X?utm_source=shared-link&utm_medium=link&s=10018996

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After I read that our major assignment was to create a short promotional video, I found myself surprisingly excited. I have just finished the Introduction to Video Production which taught me a lot about the art behind creating a video but I still have a long way to go.

I had one idea that initially jumped to mind straight away (I'll keep it there for safe-keeping at the moment), this idea is fresh in my head and has not yet been promoted in any shape or form so I am excited about how creative I can get without having any biased views to taint my creative thinking - I feel like this is a complete blank canvas!