Alfa’s Persona-Personality
Alfa beer through all these years of its existence has created a profile and in this way it can attract certain personalities of customers. That “profile” is actually the persona of the brand, known also as brand personality traits. These traits are: excitement, desirability, sophistication, competence, ruggedness and sincerity. Alfa, specifically, creates feelings of excitement and desirability at the audience in order to try the beer, due to the fact that the brand has created and continues to create great campaigns and advertisements that motivate the audience to experience its taste and express their “alfa” side, as the message of the beer broadcasts, while bonding with their favourite people, such as family and friends. The brand is also characterised by competence, considering the fact that although it had abstained from the market place for thirty years, it managed to come back stronger and even overcome the other companies that produce and sell the same product. This characteristic, is combined with the ruggedness of the beer, because it lasted in time and actually managed to evolve. Last but not least, Alfa is a sincere brand and that can be proved by its honesty to mention and include all the ingredients that the beer is made of, on the packaging.
Alfa is not that active on social media, to be honest. However, the company owns a site, where all the required information about the brand, each beer and their services are provided. On Facebook and on Instagram the environment is more familiar. There, they upload pictures of the beer and their campaigns and they have created small advertisements on Instagram stories with famous and funny people to make it more attractive and get closer to the audience. Meanwhile, people have the opportunity to tag the brand on their photos of them drinking the beer with their friends and family. All the above, manage to accomplish the most desired behaviours that the consumers want from brands on social media, which are: honest, friendly, helpful and funny.
Continuing with the personality factor, we mean the types of customers that the beer allures. These types are: the lover, the explorer, the sage, the jester, the ruler, the magician, the caregiver, the innocent, the everyman, the hero, the creator and the outlaw. Alfa attracts the lover, someone who is attracted by aesthetic beauty and class as shown in the advertisements, which are based on intimate connection (father-daughter, father-son), and passion (couple) in order to create intimate relationships with the audience. What is more, the jester is another type of client, who is actually playful and cheery, sees the positive side of things and tries to involve everybody else in their fun, but we should not forget the caregiver, someone who needs to feel secured and safe but also has motherly feelings. Through the advertisement of the father who learns how to dance for his daughter to make her feel secured or the ad of the couple who expect to become parents, these feelings and consumers are represented in the best possible way.
Αγγελίνα Κοκοβίλη Ifigeneia Antonopoulou Maria Megalokonomou Betty Tsakarestou
Our Power Point of Alfa’s Persona-Personality Task:
