Ice BreakersAmy Wilson, Brian Ciaccio, Nicole Millette & Alex Rubio

CREATIVE STRATEGY

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ICE BREAKERSCreative Strategy

Intro to AdvertisingSpring 2011

The Creative Target AudienceAge: 18-28 year-oldsSex: Males & FemalesRace: AnyIncome: 0-$50,000Marital Status: SingleHome Ownership: None

The target audience for Ice Breakers gum is a young adult male or female who is immersed in social environments and is always on the go. An Ice Breakers individual is prepared for any heated situation that they may find themselves in. They spend their time involved in sports, school, social and work events. Their audience ranges from a rambunctious college student to a young professional who is new to the working world. Ice Breakers are perfect for this age group because those are the times in life when things are new, hectic and unex-pected. Ice Breakers will help them through these situations whether it be with a potential significant other or an overbearing boss. Overall an Ice Breakers individual can keep their cool when live throws its curve balls.

Creative Objectives๏Associate Ice Breakers as the on-the-go, fresh breath solution for any heated social inter-action.๏Position Ice Breakers as a young, hip, socially relevant brand.

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Focal PointIce Breakers prepares you for any heated situation you may find yourself in. With all the dif-ferent personalities in the world, you’re bound to find yourself in hot water. Ice Breakers’ minty burst will cool you down and give you a fresh perspective. Whether it be with your angry boss, your hotheaded boyfriend, or your messy roommate, Ice Breakers will refresh your situation. This campaign with illustrait these trends through the creative advertising and promotion of the Ice Breakers brand will renew awareness and increase market share with our target audience.

Brand Positioning Statement

Ice Breakers is the breath mint/gum that provides social 18-28 year olds with fresh breath because only Ice Breakers mints/gum have flavor crystals to prepare you for any encounter

Unifying IdeaA breath mint/gum that will refresh your breath even in any heated social situation

Physical Continuity Hit RefreshWhen life goes fast, give your breath a break.

Psychological Continuity The overall theme combines youth, irony, vibrant text, imagery and tag lines to display the social settings in which Ice Breakers are used.

๏ Spunky and Clever๏ Cool colors (blues, indigo, silver) vs. hot colors (red, orange, yellow)

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ICE BREAKERSMedia Plan

Print ๏ Magazines: Time Out Chicago, Men’s Health, InStyle, Cosmopolitan, GQ, Rolling Stone ๏ Newspapers: Red Eye

Our target audience is young, hip and relevant, which means that they are reading current news, the latest fashion, and the latest gossip. All print advertisements will be shown all year round to be act as a constant reminder about Ice Breakers.We chose current print publications that would reach 18-28 year olds in any major city. (When/Specific Quarter, Year-Round?)

# # OOH๏ Billboards (Bus Stops, CTA , Traditional)

Our target audience is constantly on-the-go from work, school or social events. Due to their age range and pre-dominately urban location, many do not own cars and use public transportation as their primary means of get-ting around. All billboard advertisements will be shown all year round to be act as a constant reminder about Ice Breakers An Ice Breaker’s consumer is exposed to ads near the CTA and other major city transportation lines multiple times a day so billboard ads are a great way to

reach our target audience.

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Non-Traditional๏ Revolving Doors๏ Refresh Button on CTA connector bus hindges๏ Bus Stops with interactive displays

Majority of target audience lives in major cities and goes in and out of stores, work buildings, apartments, movie theaters, restaurants, etc. on a weekly and even daily basis. Consumer is exposed to hundreds of revolving doors a month so putting an ad $ where they can’t help but be $$ exposed to it is a great $ $$ $ way to reach $ $ $$ our target audience.

Our audience has a very busy life so a great time to reach them is at bus stops

where they aren’t focused on school/work. By having interactive displays, it will catch their attention and make them remember Ice Breakers. The non-traditional adver-tisements will be shown primarily in the

summer months, May-September, because that is when heavy tourism occurs in the

major cities

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Television Spots๏ MTV, Comedy Central, FX, NBC, FOX, ABC, Hulu

While our target audience has a very busy life style, they still like to keep updated on current entertain-ment, especially prime time television after a long day of work/school. We can also reach our target audience more effectively by advertising on Hulu. Advertisements will be shown all year round, along with print, to keep a constant reminder for our tar-get audienceAn Ice Breaker’s consumer may not have time every week to watch their favorite shows, so advertising on Hulu is a great tactic.

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ICE BREAKERSIMC Tactics

Icebreaker Chill Zones: Refresh Your Day“Chill Zone” stations will be placed at beaches, outdoor concerts, street fairs, bike paths, etc. during summer months to act as a cool off station while promoting the Ice Breakers “Refresh” concept. People will be able to enter the “Chill Zone”, push the Ice Breakers re-fresh button, and be cooled off by misting fans.

FaceBook Page PromotionsWhen people “like” the Ice Breakers page on Facebook, they will be exposed to two major promotions:

๏ Hot Spot Refresh Promotion: Ice Breakers will post a picture of their refresh button once a month, all year round, throughout the duration of the campaign. When people tag them-selves in the photo, the Ice Breakers page will send them a message of the event informa-tion. Events will take place at a variety of places such as, bars, clubs, concerts, etc. By tag-ging themselves in the Ice Breakers photo, they will be put on a guest list and will get into the event for free. At these events, Ice Breakers “gum ball machines” full of mints will be placed around the event to integrate product trials with promotions.

๏ Refresh Your Space Promotion: People will be able to add photos of their messy/outdated/bland spaces to the Ice Breakers Facebook page where other people will be able to vote on whose space needs to be “Refreshed”. Even though Ice Breakers products aren’t featured di-rectly, room makeovers will promote the refresh concept while positioning the brand iden-tity in the minds of consumers. Promotions will begin in the fall and will be tied into the television campaigns as a call to action. Submissions will be accepted starting in the fall (Oc-tober) and will continue throughout the winter months (ending in January). Voting will take place within these four months and a winner will be announced in the spring (April) with the “refreshing” of seasons. . By participating in the “refresh your space” promotion, con-sumers will be interacting with the brand. That’s the goal of this tactic. Brand interactions enhance brand awareness, encourage product trail and enforces brand loyalty in our target audience.

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