Sandra Lee's Ready-to-Serve Margaritas Case Study

READY TO SERVE MARGARITAS
Sandra Lee Cocktail Time Case Study

A BRAND THAT IS ...
Elegant with an emotional territory
Has a strong brand icon
Simple stylish
Aspirational Affordable Attainable
Elevates RTS Margaritas to be a sophisticated accessible luxury
High quality
Real and authentic ( Real fruit, natural sugars and tequila)
Says that this “actually tastes good”
Helps - Sandra Lee tell how to dress up your cocktail
MARKETING PLATFORM ...
Fresh fruit margaritas that taste delicious
“Cocktails Made Easy”
Simple solutions that create dramatic results
COCKTAIL TIME BY SANDRA LEE
COCKTAIL TIME
®

COCKTAIL TIME
®
BRAND LIFESTYLE ...
Summertime
With friends
Relaxing
Sharing
Having fun

COCKTAIL TIME
®
BRAND ICONS ...
Brand signature
Ownable
Memorable
Stamp of quality
CT

COCKTAIL TIME
®
PHOENIX ...
Phoenix is Sandra Lee’s beloved white cockatoo and
the iconic symbol of the Cocktail Time brand.
Phoenix the mythological bird that arose from the
ashes each time it was reborn symbolizes the regrowth
of our fresh fruit ingredients in summertime each year
and the freedom we share when it’s Cocktail Time.

by Sandra Lee
COCKTAIL TIME
®
“FRESH FRUIT MARGARITAS THAT REALLY TASTE DELICIOUS”
“I love entertaining & nothing makes summertime
entertaining better than real fruit margaritas.
When spending time with friends it’s easy to just
open a bottle & pour.
These are delicious all natural real margaritas that
won’t leave you feeling guilty or disappointed.
It starts with real Florida key limes, natural cane
sugar, triple distilled tequila and fresh fruits.
Try my delicious all natural Margaritas available in
the following flavors: Key Lime & Wild Strawberry”

SummeryCocktails
COCKTAIL TIME
®
SUMMERTIME ...
Cocktail Time extends the warm spirit
of summertime to all seasons
When its time to spend time with friends,
time to unwind,
time to celebrate,
time to enjoy and
time to have fun
its Cocktail Time

NATURAL FRUIT COCKTAILS
COCKTAIL TIME
®
SUMMERTIME ...
In summertime when the fruits are ripening
our delicious and all natural margaritas
are made from real key limes and wild
strawberries, pure agave nectar and
triple distilled tequila.
These fresh fruit margaritas really look
and taste delicious.

COCKTAIL TIME
®
CONSUMER CONNECTION ...
Simplfying the use of time
Enjoying your time
Sharing time with friends
Having a fun time
enjoy time

Emotional Connection
COCKTAIL TIME
®
CONSUMER CONNECTION ...

take time

time to relax

to be with friends

to have fun

to feel the summer breeze

to taste a slpash of fresh fruit

to disconnect

and reconnect

to enjoy days end

its time

its

POUR OVER ICE
GARNISH WITH A LIME
AND SERVE
THE CLASSIC MARGARITA
CT KEY LIME MARGARITA
WATERMELON
CLUB SODA
AND SERVE CHILLED
SANDRA’S LIGHT & SKINNY MARG
COCKTAIL TIME
®
BOTTLE SPECIFICATION ...
Las Vegas by Piramal Glass 750 ml
LABEL COPY AND FLAVOR NAMING ...
BACK LABEL ...
Sandra Lee’s Margaritas Made Easy

COCKTAIL TIME
®
PHEONIX ICON DEVELOPMENT ...

COCKTAIL TIME
®
CT ICON EXPLORATION ...

COCKTAIL TIME
®
CT ICON DEVELOPMENT ...

Made withreal
KeyLimes
750mL
KEY LIME MARGARITA
C O C K T A I L
T I M E
Made withreal
Strawberries
750mL
W I L D S T R AW B E R R Y
M A R G A R I TA
750mL
Made withreal
KeyLimes
K E Y L I M E M A R G A R I TA
750mL
Made withreal
Strawberries
M A R G A R I TA
750mL
Made withreal
KeyLimes
K E Y L I M E M A R G A R I TA
Made withreal
Strawberries
750mL
M A R G A R I TA
EXPLORATION ...

Made with Real
Key Limes
KEY LIME
M A R G A R I T A
PREMIUM AGAVE SILVER TEQUILA REAL
KEY LIMES AND OTHER NATURAL FLAVORS
3% Alc/vol (26 Proof) 750ml
Made with Real
Strawberries
STRAWBERRY
M A R G A R I T A
PREMIUM AGAVE SILVER TEQUILA REAL
STRAWBERRIES AND OTHER NATURAL FLAVORS
KEY LIME
M A R G A R I T A
MADE WITH REAL KEY LIMES
PREMIUM BLUE AGAVE SILVER TEQUILA,
PURE CANE SUGAR AND OTHER NATURAL FLAVORS
SANDRA LEE
STRAWBERRY
M A R G A R I T A
MADE WITH REAL STRAWBERRIES
PREMIUM BLUE AGAVE SILVER TEQUILA,
PURE CANE SUGAR AND OTHER NATURAL FLAVORS
SANDRA LEE
KEY LIME
M A R G A R I T A
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
PREMIUM BLUE AGAVE SILVER TEQUILA
AND TRIPLE SEC LIQUEUR
STRAWBERRY
M A R G A R I T A
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
REFINEMENT ...

KEY LIME
M A R G A R I T A
SANDRA LEE
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
KEY LIME TEQUILA
M A R G A R I T A
SANDRA LEE
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
PremiumTequila
M A R G A R I T A
SANDRA LEE
PremiumTequila
M A R G A R I T A
SANDRA LE E
STRAWBERRY
M A R G A R I T A
SANDRA LEE
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
STRAWBERRY TEQUILA
M A R G A R I T A
SANDRA LEE
P
R
EMIUM SIL
V
ER
M
A
DE WITH
PURE CANE SUGAR
DEVELOPMENT ...

FINAL DESIGN ...

COCKTAIL TIME
®
by Sandra Lee
BRAND ARCHITECTURE

COCKTAIL TIME BRAND ARCHITECTURE
GOALS FOR BRAND SUCCESS
EXPRESS SOPHISTICATED ATTAINABLE LUXURY
PROPRIETARY AND MEMORABLE
A UNIQUE POINT-OF-VIEW
COMMUNICATE CATEGORY CUES AND CODES
RELEVANT AND ELEGANT DESIGN

SANDRA LEE SA N DRA LEE SA N DRA LEE
BRAND LIFE AND EXTENSION
THE BRAND MUST CREDIBLY EXTEND
TO OTHER LIQUOR CATEGORIES
TEQUILA
COCKTAIL
VODKA
COCKTAIL
RUM
COCKTAIL
SANDRA LEE
TTTEEQUILLAAA
CCOCKTAIL
SA N DRA LEE
VVODKAA
COCKTAILL
SA N DRA LEE
RUM
COCKTAIL

THE FIRST PRODUCT
SANDRA LEE COCKTAIL TIME’S FIRST
COCKTAIL LINE IS A:
READY-TO-SERVE,
TEQUILA MARGARITA,
MADE WITH REAL FRUIT &
CREATED BY SANDRA LEE

BRAND ARCHITECTURE
AND INFORMATION HIERARCHY
1. BRAND IDENTITY
2. PRODUCT TYPE
3. THE BENEFIT
4. THE FLAVOR

ICONIC & MEMORABLE

REAL PERSON - REAL AUTHORITY
SANDRA LEE

PROPRIETARY & RECOGNIZED

M A R G A R I T A
SA N DRA LEE
SA N DRA LEE
DECONSTRUCTING THE BRAND HIERARCHY
THE MOST IMPORTANT ELEMENT ON THE PACK IS THE BRAND1
The brands CT icon is easily identified
on-shelf and is a memorable brand
element that can live independent of
the label to recall the master brand
Sandra Lee, a maestro of cocktail
creations brings credibility to the brand.
Sandra Lee has created the brand
name which is well known by her
consumers through her TV shows, the
Sandra Lee magazine and website.
Cocktail Time is a proprietary
registered brand name
SA N DRA LEE
MM AA R G A R I T AAA
MAAADE WITH REAL KEY LIMMMMES
PPPPREMIUM BLUE AGAVE SILVER TEQUIILA

M A R G A R I T A
QUALITY RTS TEQUILA COCKTAIL

M A R G A R I T A
SA N DRA LEE
M A R G A R I T A
A READY TO SERVE TEQUILA COCKTAIL2
The next most important piece of
communcation is the product type.
A ready to serve Tequila Margarita.
The primary competitors are Tequila
brands providing ready to serve
Tequila cocktails. The brand must
capture the cues and codes of a
premium liquor to be competitive.MADE WITH REAL KEY LIMES
M A R G A R I T A
SA N DRA LEEE
MAAADE WITH REAL KEY LIMMMES

EMOTION

M A R G A R I T A
SA N DRA LEE
UNIQUE PRODUCT BENEFIT3
A branding point-of-difference
is to communicate real fruit.
An emotional connection is made
through the representation of
delicious and fresh looking fruit
imagery. Creating a lively energy
that catches the eye.
Just pour over ice reinforces the
ready to serve benefit.
MM AA R G A R I T AA
SA N DRA LEEE
A R II T AA

FLAVOR

M A R G A R I T A
SA N DRA LEE
KEY INGREDIENT AND PRODUCT FLAVOR4
Finally the key ingredient and
flavor is called out in a product
differentiation color and is
reinforced by the “Made with
real Key Limes” tagline.
MM AA R G A R I T AA
SA N DRA LEEE

Sandra Lee's Ready-to-Serve Margaritas Case Study

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