Angel’s Share
Sunday, April 13th, 2008
As part of an interview process, I was given the following homework assignment:
Please take a look at the Bourbon category and imagine that one of the brands (pick any you like) is your client and that they are looking to create a major new product.
*Where do you think the opportunity is? (Describe how you uncovered this opportunity and why you think it’s a big opportunity for your client.)
*Write a short one-page product concept that brings the idea to life (be sure to include the consumer insight, the key benefits, and the reasons-to-believe in the concept).
My recommendation was the creation of Angel’s Share, a new bourbon from Maker’s Mark targeting women. Feel free to view my response below or download a copy here.