Dear Mr. Carson, It is my understanding that in your role as Managing Director of BRL Hardy Europe, you are being faced with the difficult decision to choose between launching “Kelly’s Revenge” and “Barnrock Station” wines in the UK market. After reading about your industry, company, and specifically the two proposed wines, I am of the strong opinion that you cannot afford to pass up the opportunity and upside associated with Kelly’s Revenge.
For three reasons, I believe this wine will be the ideal product to connect with its target market of young, fist time wine drinkers, who are looking for an inexpensive brand to consume. First, “Kelly’s Revenge” is a simple but catchy name. Additionally, the product lends itself to marketing upside perfectly suited to appeal to your target market. And finally, your marketing manager, Paul Browne, believes in the merit of this product. I first mentioned that Kelly’s Revenge is a simple, yet catchy name.
As I evaluated the pros and cons of the two proposed wines, I consistently found myself referring back to the text to look up the name of Barnrock Station. On the other hand, upon seeing Kelly’s Revenge one time, it stuck with me immediately. Barnrock Station may be a familiar landmark in Australia, but most of the young Brits you are targeting have never heard of such a place. However, Kelly is a simple name that is actually the 52 most common surname in the UK, and “revenge” is a strong/edgy word that certainly stands out.
Kelly’s Revenge” is not only easy to remember, but it also lends itself to a marketing campaign built around the spirit of Ned Kelly. Several alcohol companies have recently capitalized on their product’s namesakes by building humorous advertising campaigns that appeal to their younger target markets. Three popular examples of this are Keith Stone (Keystone Light), Captain Morgan (Captain Morgan rum) and John Jameson (Jameson’s Irish Whisky). If people associate Kelly’s Revenge with not only the wine, but also a popular character, the upside of the product expands greatly!
Finally, while the two previous suggestions reflect my personal opinion, I feel that within the organization the most trust has to be placed in the opinion of Paul Browne. Mr. Browne has invested more time and energy studying the UK market than anyone. He has been intricately involved with the development of Kelly’s Revenge every step of the way and for that reason, I would place more trust in his opinion than the opinions of executives on the other side of the world. Mr. Carson, coming to you as an unbiased observer, I suggest you strongly consider my three points. Kelly’s Revenge is a simple, but catchy name.
The product’s brand name can easily be parlayed into a marketing campaign tailored specifically to a younger target market. And finally, your Marketing Manager, Paul Browne, knows Kelly’s Revenge better than anyone, and he himself believes in the merit of this product. Therefore, I urge you to not pass up the tremendous opportunity and upside associated with Kelly’s Revenge. Regards, Thomas Smith
