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’,1^st 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.
 

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.

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”