CharlyInc.

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Fallen

We wanted to provoke a discussion, to get people talking, we had to engage our target audience rather than just deliver a message. Fallen was bucking the trend, it wasn’t a hyper-filtered vodka, it used the skill of a blender to create a crafted product. The brand celebrated individuality not homogeny.

“there’s more soul in imperfection”

We associated with the notion of bespoke and one off, an ethos that attracted the audience’s interest, and enabled them to “discover” the drink for themselves.

We just had to get the debate going….

We needed to create a visual and engaging campaign that delivered the message in a sophisticated stylized manner.

*Manifesto:

Using old newspaper stock, we created a fanzine, Imperfection that celebrated the brand across thirty-two pages of thought provoking articles, lists, quotes and interviews. We sought out spaces; social and focal points where it should be found, where we knew the target audience spent time. Intercepting their socialising at a relevant time in a receptive space and challenging them with our ideas.

*Brand Ambassadors:

An important aspect of the campaign was to associate Fallen with sympathetic brands and events: we needed to arrive with the right people to the party, in the right fashion. Collaborations included: the launch of Tracy Emin’s exclusive Longchamp range at London fashion Week and parties at The Great Eastern Hotel.

*Conversation starters:

We did some sneaky disruptive distribution; putting “Imperfection” patches into surprising places, including jeans’ pockets in shops. Our stickers were chanced upon, in places where they added comment and intrigue. A fun way to build a further stream of interest in the brand and the desire to “discover” it.

 

 

Results:

The results: the initial sales targets were far exceeded, and a huge amount of positive PR was generated. Campaign Awards – specifically commended Small Budget campaign for alcohol brand 2005.

Collaborators:

• Erasmus
• Publishing People
• Troika