Things that were discussed during feedback:
- It’s a good idea to personify Swart as a gentleman (all black) – an approach that sells emotional and/or self-expressive benefits and is cohesive with the nature of the product & target audience.
- Introduce a new character – good way to launch a new product.
- Shouldn’t be ‘gimmicky’ but rather dark, ultra cool, and evocative.
- Look up Johnny Walker Black Label for reference and context (a gentleman’s drink).