Duluth Tap Exchange
During a group project for my Advertising and Marketing Communications course, we created a marketing campaign with the intent to increase brand awareness to new business, Duluth Tap Exchange. While compiling our answers and data from the survey we created, many consumers stated that Duluth Tap Exchange was unique because of consumers’ ability to pour their own drinks. Consumers enjoyed this “control” that pouring your own drink created; it gave flexibility in how much they wanted to drink and how many drinks they were able to/wanted to have. Because this is a unique feature of the Duluth Tap Exchange, in comparison to its other Duluth competitors, and a popular feature among consumers on why they would go to Duluth Tap Exchange over other bars or breweries in Duluth, we decided to create our marketing campaign around this idea of “control.”
While brainstorming tactics to convey this idea of control, we knew we wanted to step outside the box and create imagery that was not alcohol, drink, bar, etc. related. Because of this, we started thinking about what imagery we think of when we think about control and what things in life we are able to control. The latter idea is where we gained our campaign idea. Initially, we thought of interior design and all the aspects of creating a livable space that reflects your personality and your comfort. You choose what couches, chairs, lamps, paint colors, etc. that you want in a living space to make it feel like your home. You control these choices. And if you control these choices and countless other choices in life, why shouldn’t you be able to control the amount you want to drink? “You control your _____, why not control your pour?”
*This project was created as an educational experience and is not associated with Love Has No Labels further than its use as inspiration in an educational format.
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