naked juice ad book
TRANSCRIPT
Laura Amato | Alexa Clouthier | Nicole Ferrara | Katie O’Hara | Jessie Walker | Kaitlyn Willis
Table of Contents & Summary
Table of Contents & Summary
Naked Juice is a subsidiary of PepsiCo and an on-the-go juice smoothie packed with all kinds of different fruits and vegetables, as well as added health boosts like protein and vitamins. The name “Naked Juice” represents the fact that each juice smoothie does not include any added artificial sugar or preservatives. The mission for this advertising campaign is to emphasize the fact that Naked Juice is a more convenient option than a homemade smoothie, but with all the same health benefits. Our big idea, “Life’s Easier Naked,” focuses on that idea because choosing Naked is much easier than making your own juice smoothie. This is important because our target market, Healthy Go-Getters, live busy, hectic lives, but also want to maintain their healthy lifestyle. Through a variety of print, online, transit, and television ads, we will appeal to our specific target market and convince them that their life will be easier if they choose Naked Juice instead of making their own smoothie.
EXECUTIVE SUMMARY
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TABLE OF CONTENTS1 - Executive Summary2 - Agency Identity3 - History4 - Environmental Analysis6 - Competitor Analysis7 - SWOT Analysis8 - Objectives & Budget9 - Research10 - Brand Value Proposition11 - Target Market12 - Campaign Strategy13 - The Big Idea14 - Creative Strategy15 - Creative Executions17 - Creative Testing18 - Media Objectives & Strategy19 - Media Mix23 - Media Schedule & Budget24 - Brand Activation26 - Evaluation27 - Appendices28 - Creative Brief29 -Agency Profiles32 - References
Agency Identity
Admire Associates is full-service advertising agency dedicated to creating integrated marketing solutions for our clients that will be esteemed and commended. At Admire Associates, we strive to get inside our clients’ constituents’ heads and determine what they admire, enjoy, and respect to craft succinct messages to effectively reach these audiences.
Our team works hard to create praised innovative campaigns through substantial research, effectivecommunication, inspirational goals, creative brainstorming, resourceful execution, and insightful evaluation.
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SUBSTANTIAL RESEARCH
EFFECTIVE COMMUNICATION
INSPIRATIONAL GOALS
CREATIVE BRAINSTORMING
RESOURCEFUL EXECUTION
INSIGHTFUL EVALUATION
Greetings from Santa Monica
1983James Rosenberg and David Bleeden, new college graduates, create the idea and sell fresh juice on Santa Monica and
Venice Beach for a dollar a glass.
1984Naked Juice Company is formed.
1991Naked Juice is sold to Chiquita Brands International which aligned the brand with California Day-Fresh Foods and
introduced it to the nutraceutical area, combining fresh juices with herbs, vitamins, and other supplements.
2000California Day-Fresh Foods and the Naked Juice brand are acquired by North Castle Partners LLC.
2001North Castle forms the Ultimate Juice Company, including Naked Juice and other beverage brands.
2003Ultimate Juice changes its name to the Naked Juice Company due to the success of the juice brand.
2004Brand repositions, shifting away from Naked Food-Juice and the meal in a bottle idea, and launches 12 new products.
2006Becomes the first company to bring to the market a 100% juice product including probiotic and prebiotic supplements.
2007Naked Juice Company becomes a subsidiary of PepsiCo.
2008Starbucks agrees to provide Naked Juice products to the chain’s more than 7,000 outlets.
2009Naked Juice Company begins sustainability initiatives by creating the reNEWabottle, partnering with The Rainforest Alliance,
building LEED certified bottling plants, and utilizing efficient packaging materials1.
History
Santa Monica 1983
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CREATIVE BRAINSTORMING
RESOURCEFUL EXECUTION
INSIGHTFUL EVALUATION
Environmental Analysis
Naked Juice is the leading refrigerated juice and juice drink smoothie brand in the United States, with a market share of 22.6% in 20152. The juice smoothie product category is quickly expanding with new brands, lines, and products, making the market very competitive. Its major competitors are Bolthouse Farms3, Odwalla4, and Suja Life, LLC5. Given the growing organic food industry, Naked Juice has many opportunities to expand into the organic food and drink market in order to compete with Suja, whose products are USDA organic.
COMPETITIVE FORCES
In 2013, Naked faced a $9 million lawsuit about their label of “all natural” on their bottles6. Consumers did not think this was accurate. However, Naked released the statement: “The ‘all natural’ claim on our label described the fruits and vegetables in the bottle—not the vitamin boosts added to some Naked beverages. Naked juice and smoothies will continue to be labeled ‘non-GMO,’ and until there is more detailed regulatory guidance around the word ‘natural’ —we’ve chosen not to use ‘all natural’ on our packaging.” It is very difficult to state that a food product is completely natural. This is because the food has most likely been processed in some way. The FDA has not developed an exact definition for the term natural7. However, they have not eliminated the ability to use the term. A food can be advertised as natural if it does not contain added color, artificial flavors, or synthetic substances. While the fruits and vegetables in the Naked juices are unprocessed, the vitamin boosts are added, so the term “all natural” was removed by the company.
REGULATORY FORCES
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Environmental Analysis
Consumers are growing increasingly concerned with the quality of the products they buy and their overall health. Healthy eating trends are very apparent in consumer buying behavior patterns. Nielsen’s 2015 Global Health & Wellness Survey showed that consumers have a strong mindset for healthy foods and are willing to pay more for healthier food products, including those that are non-GMO, have no artificial coloring, and flavors that are deemed all natural8. Consumers are also making conscious decisions to drink healthy beverages: 32% more consumers are drinking beverages for health reasons rather than for nutritional benefits, which has declined 7%. Bottled water and fruit smoothies are trending as the healthier beverage choice. In terms of flavors, vegetable-based fruit drinks and smoothies are gaining popularity among consumers where lemonade and strawberry-kiwi flavors are steadily declining9.
SOCIOCULTURAL FORCES
The United States has reached a more stable economic state since the recent recession. Currently, 88% of the 30,000 individuals polled are willing to pay more for healthier foods, according to Nielsen’s 2015 Global Health & Wellness Survey8. This included all demographics - from Generation Z to Baby Boomers. The total volume in the juice and juice drinks industry decreased 1.8% in 2014; however, 100% juice products were the only segment of the category to not experience a decline. This can be attributed to the fact that consumers are willing to spend more for healthier products and favor products that do not contain artificial ingredients or preservatives. The carbonated beverage category is also experiencing a decline of 3.9% for the period between 2015-2019, which demonstrates the growing trend of healthier juice options like Naked Juice9.
ECONOMIC FORCES
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Competitor Analysis
STRENGTHS- Subsidiary of Campbell’s Soup - No Preservatives Added- Competitive Price
- Not Organic - Not Non-GMO- Only 13 Flavors
- Non-GMO- 17 Flavors- Competitive Price
- Slightly Higher Calorie Count- Social Media Presence
- Non-GMO & USDA Organic- 28 Flavors- Large Instagram Following- Appeals to Trendy Consumer
- Less Brand Awareness- Higher Price- Limited Distribution
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STRENGTHSSTRENGTHS
WEAKNESSES WEAKNESSESWEAKNESSES
SWOT Analysis
STRENGTHS- No Added Sugar or preservatives- Appealing packaging and branding- 20 unique flavors under 220 calories- Non-GMO- Sustainability Initiatives: Partnership with the Rainforest Alliance, reNEWabottles made with recycled materials, and LEED certified bottling plants - Offer protein, probiotic, and prebiotic supplements in smoothies - Wealth of resources (PepsiCo Subsidiary)- Competitive price- Leading market share in refrigerated juice/juice drink smoothies- Strong social media presence - digital Kale Blazer campaign
WEAKNESSES- No current national advertising campaign- Tend to skew towards female audience- High natural sugar content- Legal dispute where “All Natural” and “non-GMO” labels were challenged and damaged brand repuation - Not organic- Customers perceive as a breakfast drink
OPPORTUNITIES- Could play into growing organic food market & consumer behavior trends - 57.6% people would prefer organic, if given a choice10
- 1 1 % growth in organic food sales from 2000-2014 10
- Expected decline in carbonated beverage category- Partner with health/lifestyle bloggers & social media influencers- Partner with community/non-corporate gyms to position as a post-workout beverage
THREATS- Cold Pressed Juices, like Suja Essentials, stealing trendy consumer base- At-home juice pressing and smoothie making threaten consumer demand- Consumers wary of high sugar content may negatively affect sales in category- Strict and changing regulatory standards on packaging labels and phrases- Skepticism among consumers for natural products
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ResearchObjectives & Budget
MARKETING OBJECTIVESIn a one-year long marketing campaign, we will increase the overall sales of Naked Juice smoothies by 9%. This will be achieved by emphasizing Naked Juice’s convenience while providing identical health benefits to homemade smoothies.
ADVERTISING OBJECTIVESWithin our target market of women ages 18-34, Admire Associates will achieve an 80% comprehension rate and a 60% conviction rate. This means 80% of our target market will understand our advertising message and 60% will find value in our message and intend to buy Naked Juice fruit smoothies. We will achieve an effective reach of 80% with an effective frequency of 4, which means our advertising message will reach 80% of the target market with a minimum frequency of 4 times per person.
TIME FRAMEThis advertising campaign will run for 12 months, beginning in January 2017 and ending in December 2017.
BUDGET BREAKDOWNAdmire Associates was given a media budget of $15 million to distribute accordingly. The strategic allocation of the budget can be seen below.
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Internet
TelevisionMagazine
ProductionTransit
ResearchRESEARCH OBJECTIVES- Learn about the target audience’s demographic, psychographic, and behavioristic information.- Gain an understanding of the target audience’s opinions and behaviors around fruit juice smoothies in general and Naked Juice specifically.- Determine what media vehicles are most popular among Naked Juice’s target audience to see how to best display our advertisements.
EXPLORATORY RESEARCH PRIMARY RESEARCHExploratory research was utilized to gain insight into the target market of Naked Juice, discover strengths and weaknesses of the brand, and learn about the trends of the marketplace. In order to gather demographic and psychographic information about consumers that drink Naked Juice, we used Simmons Oneview Database. From this, we discovered that the target market of Naked Juice is ages 18-34, live in a metropolitan area, and care about being healthy and living sustainably. Thus, we named this target market, “The Healthy Go-Getters.” Simmons Database was also used to determine what types of media vehicles Naked Juice’s target market typically looks at such as Parade Magazine, Smartsource Magazine, Facebook, Amazon.com, etc. We used Bevindustry.com to analyze trends in the market. We learned that ready-to-drink juice smoothies are often seen as unhealthy because of the high sugar content or that consumers are doubting how natural they actually are9.
For our primary research, we conducted a survey that received 249 responses. 78.6% of respondents identified as female and 60.9% were ages 18-34, which falls within our target demographic. Although 59.5% of respondents answered “yes” to consuming ready-to-drink smoothies, they do not seem to drink them very often: 32.4% said they “never” consume ready-to-drink smoothies, and only 8.5% said they have them “1-3 times a week.”
83% of respondents were familiar with the brand Naked Juice and 56.1% would choose it over Naked Juice’s competitors. Despite Naked Juice’s strong, positive brand awareness and popularity, most respondents did not consume ready-to-drink smoothies very often. This may be explained by the 61.9% that make smoothies or juice at home, not that consumers have a negative perception of smoothies. In fact, it is quite the opposite: 62.8% think of ready-to-drink smoothies as healthy, and 25.2% believe the most popular time of day to drink them is as an afternoon snack. When it came to the most important factors to consumers when purchasing a ready-to-drink smoothie, 33.9% said “Added Health Benefits (Pro-tein, Probiotics, Prebiotic, Fiber, Vitamins, etc.),” followed by 30% who said “Flavor Range” and 14.6% who said “Calorie Count.”
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Brand Value Proposition
FUNCTIONAL BENEFITSNaked Juice is a bottled juice smoothie with no added sugar or preservatives. Finding a favorite juice won’t be hard, because customers can choose from 20 different flavor combinations. Not only is it convenient to shop Naked Juice, as it is sold at most grocery and convenience stores, but it is also affordable. Naked Juice provides the luxury of convenience compared to visiting the local juice bar or attempting to juice at home. The juices will satisfy hunger by providing the nutritional benefits of fruits, vegetables and vitamins. They also offer boosts such as protein and probiotics.
EMOTIONAL BENEFITSThose who choose Naked Juice as their drink of choice will feel satisfied and confident in their decision. Naked Juice will provide individuals with the energy they need to conquer the day and accomplish their goals. It is a better alternative to soft drinks, that contain a lot of refined sugar, causing a mid-day crash. Naked Juice drinkers will feel full and have the self-assurance that they received a healthy serving of fruits and vegetables. They will be motivated, responsible, and ambitious in their future endeavors and life decisions.
SELF-EXPRESSIVE BENEFITSNaked Juice consumers want to express that they value health, wellness, and sustainability. They follow the fruit smoothie trend but choose ready-to-made Naked Juice, because it allows them to save time. They consider themselves experts at balancing their health with a busy schedule.
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Target Market PRIMARY: WOMEN AGES 18-34“THE HEALTHY GO-GETTERS”
Tori is a 19-year-old college student earning her undergraduate degree at University of North Carolina Chapel Hill. She is a Division I women’s soccer player for the Tar Heels. She spends most of her day attending classes and going to team practices. Tori lives in a college dormitory and has limited access to a kitchen. She is always on the go and spends many of her weekends traveling to other states for soccer games. Spending time with her team is important to her along with maintaining close relationships with them. Due to her busy lifestyle, Tori drinks Naked Juice to ensure she is filling her body with the proper nutrients to keep up with her day-to-day tasks. Tori chooses Naked Juice as a post workout supplement to keep her full and satisfied in between meals.
MEET TORI
Daniella is a 32-year-old mother of two. She lives in the suburbs and commutes to Boston where she works as an accountant. When she’s not at work, she prefers to spend time with her family. She also loves finding bargains, but prioritizes nutritional benefits to ensure her family eats healthy. Daniella attends yoga class three times a week and eats a well balanced diet. Her children are active in sports and music classes. On the weekends, the family enjoys going for hikes or kayaking at a nearby state park. In addition to wellness and nutrition, Daniella strives to teach her children the importance of sustainability. She recycles at her home and makes recycled DIY crafts with her children. Because Daniella values a healthy lifestyle for herself and her family, she puts Naked Juice on her grocery lists.
MEET DANIELLAMEET LAUREN
Lauren is a 23-year-old student earning her doctoral degree in Cognition at the University of Chicago. When Lauren is not studying for her graduate courses, she enjoys walking around Millennium Park or biking by the lake. Lauren considers herself an optimist and believes you should seize opportunities that present themselves, hence her decision to move to Chicago for graduate school and move in with her college boyfriend. As a busy student on a tight budget, Lauren looks for special offers when purchasing food, but will spend the extra money if she believes it to be healthy. That’s why Lauren picks up a Blue Machine Naked fruit smoothie to kickstart her day and purchases an extra one for her boyfriend for an afternoon refresher.
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Campaign Strategy
THE CHALLENGEEven though consumers understand the health benefits that Naked Juice has to offer, they are still choosing to make their own juice smoothies at home more frequently than they are purchasing Naked Juice in stores. Our challenge is to convince consumers that Naked is an easier and more convenient option than making smoothies themselves. Not only will it save time and is easily accessible, but it is just as healthy or even healthier because of the added health benefits like protein, vitamins, probiotics, and prebiotics.
THE KEY INSIGHT“The Healthy Go-Getters” strive to be healthy and active, but also tend to live busy lives. When it comes to juice smoothies, they care most about added health benefits, flavor range, and calorie count. We will focus on the convenience of Naked Juice and how it is a healthy choice for their hectic life that won’t leave them feeling guilty after drinking it.
THE BRAND PROMISENaked Juice is an easier alternative to homemade smoothies with the same health benefits.
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The Big Idea
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Life’s EasierNaked
The Creative Strategy
CREATIVE STRATEGY
ART DIRECTION
COPYWRITING
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The Healthy Go-Getters live hectic lives, and we will focus on the fact that Naked Juice is a more convenient alternative to a homemade smoothie, but with all the same health benefits. Our ads will accomplish this by showing pieces of fruit that have started to be peeled, symbolizing the fact that Naked Juice is doing the peeling and blending process for you. The simplicity of the ad also represents how much easier it is to choose Naked compared to a homemade smoothie.
In order to emphasize the convenience of Naked Juice, we are displaying a piece of fruit as the main focus of each print, transit, and online ad. Each will be peeled in a creative way to show that Naked Juice is doing the work for you. Each piece of fruit will also be placed against a single color gradient. We specifically chose a simple design to represent how easy and stress-free it is to choose Naked Juice. Our commercials will compare two women, one who is attempting to make a smoothie herself, and one who is able to relax and enjoy her smoothie experience with Naked Juice. This reinforces that the product saves time and is a more convenient option than a homemade smoothie.
Each ad will display a creative copy above the fruit. They are each specific to the fruit that is featured in the ad, with a play on words to capture the lighthearted nature that Naked Juice communicates on its bottles and as a brand. We also used a playful looking font for this copy to further represent that attitude. Underneath the fruit, we placed our copy, “Peeled and Blended for You,” to emphasize the fact that Naked Juice is doing all the work. Finally, after that we have our big idea, “Life’s Easier Naked.” We used a simpler font for those two phrases that is similar to the font Naked Juice uses on their bottles. At the bottom of the ad, we display body copy that focuses on the benefits that Naked has to offer, along with our call to action.
Print Executions
15Full Page, 4-Color Magazine Advertisements
Online & Transit Executions
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Two-Poster Subway/Metro Transit Advertisement
Online Animated SkyscraperAdvertisement
Online Boomerang Advertisement for Pinterest
Video Execution & Creative Testing
CREATIVE TESTINGWe creatively tested our ads and big idea with women in our target audience and received overwhelmingly positive results. Everyone thought that the ads were professional looking and aesthetically pleasing. Some people said that our font colors were a little too bright or bold, so after testing our ads, we changed some of the font colors to better match the overall design. The women also understood the concept that Naked is a more a convenient option than making a homemade smoothie. One observant noted, “Naked Juice seems like an easy option!”
“LIFE’S EASIER NAKED” - 30 SECONDSTrack: Upbeat Playful Soundtrack
Narration: Life’s Easier Naked. We do the work so you don’t have to.
Choose from over 20 of our flavors with even more health benefits than your homemade smoothie.
Peeled and blended for you. Naked Juice.
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Media Mix: MagazinesMedia Objectives & Strategies
MEDIA OBJECTIVESTARGET MARKET: Our target market for this ad campaign are the Healthy Go-Getters. This includes women between the ages of 18 and 34. Women during this time of their life tend to be very busy, whether it is with college, finding a job after graduating, settling down, or starting a family. They are very health-conscious and strive to stay active, even though they are always on the go. Our agency will reach this target market through a variety of media such as magazines, television and online pre-roll commercials, internet, and transit ads.GEOGRAPHIC PLACEMENT: Our campaign will include a combination of national and regional advertisements. Our print ads will be distributed nationally across the United States. However, the transit ads will be placed on regional subways in popular metropolitan areas such as New York City, San Francisco, and Chicago.MESSAGE WEIGHT: Our campaign will be spread nationally. Therefore, all of our advertisements will have an equal amount of advertising.
MEDIA STRATEGIESREACH & FREQUENCY: Admire Associates aims to achieve an effective reach of 80% and an effective frequency of 4.
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CONTINUITY: Our advertisements will be part of a pulsing continuity campaign. This means that we will have consistent ads throughout the entire year with increased advertising during select months. Our goal is toemphasize Naked Juice during the warmer months of the year, so advertisements will be displayed more frequently between the months of May through September.MEDIA DIMENSIONS: Print: (3) Magazine 8.5’’ x 11’’ 4-Color with bleedOnline: (1) 30 second pre-roll commercial, (1) 1 second Boomerang video, (1) Wide Skyscraper 160 x 600 pixelsTelevision: (1) 30 second commerical Transit: (1) Two poster 57’’ x 43’’
Media Mix: Magazines
Cosmopolitan is a women’s print and digital magazine owned by Hearst Communications, Inc. that centers around women’s relationships, romance, health, fashion, beauty, and pop culture11. Cosmopolitan’s readership demographic is very similar to Naked Juice’s target market. According to Simmons Oneview, 87.7% of people who read or looked at the magazine in the past 6 months are women, and 51% are ages 18-34. By advertising in Cosmopolitan, we will capture a substantial portion of our target market demographic.
COSMOPOLITAN Circulation: 3,038,365
Glamour is a print and digital publication that focuses on beauty, fashion, health, relationships, and women’s issues and work12. According to Simmons Oneview, 87.4% of people who read or looked at the magazine in the past 6 months are women, and 49.7% are in our target market range. Our ads will be exposed to a significant segment of our target market, while also aligning the Naked Juice brand with a magazine dedicated to women’s trends and culture.
GLAMOUR Circulation: 2,313,279
SHAPE is a print and digital publication that aims to be women’s go-to resource for “how to look and feel amazing,” covering wellness, fitness and health13. It is the #1 active lifestyle brand for women and the leader in circulation, ad pages, and global editions in its category. According to Simmons OneView, 80.8% of those who read or looked at SHAPE in the past 6 months are women, and 48.8% fall within our target age range. This will help increase our brand awareness among women who are trying to follow healthy lifestyles.
SHAPE Circulation: 2,528,292
SELF is a print and digital publication that focuses on fashion, workouts, beauty, recipes, fitness tips and more14. According to Simmons Oneview, 85.3% of people who read or looked at SELF in the past 6 months are women, and 45.8% are ages 18-34. We will reach a significant portion of our target market while associating Naked Juice with women’s lifestyle topics.
SELF Circulation: 1,490,012
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Media Mix: TransitMedia Mix: Online
Buzzfeed is a cross-platform and global network for news and entertainment. With more than 200 million monthly unique visitors, Buzzfeed is a great place to display a fun and creative Naked Juice advertisement. 70% of Buzzfeed’s traffic comes from mobile devices15, therefore it would be very convenient for Healthy Go-Getters to view the ad when they’d prefer to easily pull it up on their phone.
BUZZFEED
Refinery29 is a lifestyle platform that provides modern women with the latest trends on fashion, beauty, entertainment, and other tips to help their audience live a stylish and healthy life. This platform’s audience primarily includes women with a moderate to higher income, between the ages of 18 and 3416. Refinery29’s audience aligns perfectly with the individuals that we are trying to reach with our ads.
REFINERY29
Our Naked Juice advertisement will be placed on Pinterest as a promoted pin because it is a great tool to visually promote the brand, as well as grab the attention of the 34% of 18-29 year olds that use Pinterest17. When an image is repinned, it is saved for later, and therefore the brand recognition and loyalty can grow stronger with a younger demographic.
Hulu is an online video website that allows visitors to view or catch up on a television show or movie that is currently airing. According to AdWeek, “82% of Hulu subscribers are 18-49 and the median viewer age is 33.” Without the cost of cable TV, the statistics prove some people prefer online video over television18.
HULU
YouTube, according to DigiDay in 2015, has a viewership with 17.2% of girls ages 13-17, 39.9% of women 18-24, and 16.9% of women 25-34. The top three subject videos are makeup and cosmetics at 89.31% viewership, skin and nail care at 85.29% viewership, and weight loss at 61.14% for women viewers19. An ad for healthy and easy smoothies like Naked will attract the demographic to find out more about the brand.
YOUTUBE
As a sponsored post, it will be easy for a user to see it on the sidebar. According to Sprout Social, in 2015, 87% of Facebook users are between the ages of 18-29 and 73% are 30-49 years old20. Therefore, it is important to utilize Facebook for our advertisement because it encompasses our target market age.
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Media Mix: Transit
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The New York City Subway is the most popular method of transport in New York City, and it is the world’s largest rapid transit system by number of stations21. Because of its large area coverage, we will be able to reach a large amount of women in our target market that might be traveling to work or heading to class.
NEW YORK CITY SUBWAY
The Chicago “L” is a subway that covers the city and some surrounding suburbs of Chicago. Owned by the Chicago Transit Authority (CTA), it is one of the most popular urban train systems in the country. Our target market is largely comprised of urban residents, and the “L” will reach a large portion of the women ages 18-34 who live in the metropolitan midwest22.
CHICAGO “L” TRAIN
The Bay Area Rapid Transit System (BART) in San Francisco is a rail transportation service that connects San Francisco with cities in the East Bay and suburbs in northern San Mateo county23. A large amount of people in San Francisco utilize public transportation to get around, so placing our ads in this location will guarantee a number of impressions in our target market.
SAN FRANCISCO BAY AREA RAPID TRANSIT
Media Schedule & BudgetMedia Mix: Television
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Grey’s Anatomy is a medical drama series that focuses on a group of doctors at a hospital in Seattle. Meredith Grey is the show’s namesake, the daughter of a famous surgeon, and struggles to maintain relationships with her colleagues. According to Simmons Oneview, 28.8% of viewers fall within our target market age range, and 72.6% are women. By playing our commercials during this time, it will effectively reach our target audience.
GREY’S ANATOMY ABC Thursdays at 8pm EST
ABC Mondays at 8pm ESTThe Bachelor is an American reality television dating game show. The Bachelor has been so successful that it has resulted in several spin offs. These include The Bachelorette and Bachelor in Paradise. According to Simmons Oneview, 24.8% of the show’s viewers are ages 18-34 and 68% are women. The show’s viewers are similar to our target market demographic; therefore, the Naked Juice commercials will be effective.
THE BACHELOR
Ellen is a popular talk show featuring celebrities, comedy sketches, and more. It is a highly rated show with a ranking of 8.7/10 on TV.com24. According to Simmons Oneview, 24.1% of viewers fall within our target market age range, and 71.3% are women. This increases the likelihood that we will reach our target audience.
ELLEN Monday - Friday Various Daytime Slots
FOX Tuesdays at 8pm ESTNew Girl is an American sitcom about a young woman who goes through a rough breakup and moves in with three single guys. This is a very well-liked show, ranking an 8/10 on TV.com25. According to Simmons Oneview, 43.4% of viewers are ages 18-34, and 66.8% are women. This show has many viewers within our target audience that would see our Naked commercials.
NEW GIRL
Media Schedule & Budget
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Brand Activation
#2: CUSTOMIZE YOUR OWN NAKED JUICE APPOBJECTIVE: Allow Naked Juice lovers to take their passion a step further and create their own custom juice.STRATEGY: This execution will allow Naked Juice fanatics to take their love to the next level. Customers are encouraged to download the phone app and follow the step-by-step instructions to make their own juice smoothie. With the customization of a homemade smoothie but without the hassle, creators will be able to pick the fruit, vegetables, and boosts that they want. Naked Juice will then take the information provided by the customer and customize the bottle with witty sayings and unique graphics. The first 1,000 customers to download and order a custom juice will receive it for free. For all other custom orders, a purchase will be required.
Brand Activation#1: KAYLA ITSINES: SPONSORSHIP & TOUROBJECTIVE: Partner with Kayla Itsines to promote Naked Juice as a healthy, time-saving alternative to drinking homemade smoothies.STRATEGY: Kayla Itsines is an Australian fitness mogul who has become famous for her Bikini Body Guide’s 28 minute workouts. Naked Juice will collaborate with Kayla and have her endorse the brand on different talk shows, including the TODAY Show. Naked Juice will also sponsor one of Kayla’s U.S. workout tours. The brand will set up a lounge at the free bootcamp session in every city across the U.S. that Kayla visits. The stand will allow “BBGers” to try Naked Juice post-workout and encourage them to make it a part of their daily life, since both brands stress health and convenience.
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Brand Activation
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#3: NAKED’S RENEWABOTTLE MACHINE TOUROBJECTIVE: Encourage individuals to recycle and drink more Naked Juice.STRATEGY: Naked Juice is a firm believer in recycling plastic bottles. Through this execution, the company will encourage individuals to recycle their empty bottles and get a free Naked Juice in return. The brand focuses on bottle “reincarnation,” also known as the Naked reNEWabottle. Their bottles are made from recycled bottle plastic and can then be made into another bottle after finishing the juice. The vending machine will travel to different locations such as airports, train stations and malls, each for a month at a time. This will promote the big idea of Naked Juice as the number one choice for on- the-go people. The machine will feature a touchscreen where users can sign in and choose which flavor they would like to enjoy.
OBJECTIVE: Allow Naked Juice lovers to take their passion a step further and create their own custom juice.
#4: #LIFESEASIERNAKED INSTAGRAM CHALLENGEOBJECTIVE: Connect with consumers on social media by having them share where they enjoy Naked Juice.
STRATEGY: The Life’s Easier Naked Instagram Challenge will encourage Naked Juice consumers to post photos of where they enjoy drinking the juice. The main goal of the challenge is for customers to show how Naked Juice fits conveniently into their life, using the hashtag #LifesEasierNaked. This will also increase our reach by exposing the brand to followers of those who are posting the pictures who may not be familiar with Naked Juice. Our social media accounts will repost some of the pictures that use the hashtag in order to engage with users.
Appendices
Evaluation
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The three main objectives of Admire Associates are to increase comprehension rates of the Naked Juice brand by 80%, increase conviction rates by 60%, and to increase sales by 9%. We predict that we will be able to achieve these objectives by strategically placing our advertisements in the appropriate media vehicles and brand activation techniques. Our expected progress of reaching our comprehension, conviction, and sales objectives are outlined in the table and graphs below.
Appendices
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Agency Profiles
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Creative Brief
Agency Profiles
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LAURA AMATO is a sophomore Integrated Marketing Communications major with minors in CMD and Psychology from Syracuse, NY. Laura is passionate about movies, food, and travel. She is involved with IC Public Relations Student Society of America, Students Today Alumni Tomorrow, IC AfterDark, and works as a Student Leadership Consultant. This summer, Laura will be a Public Relations Intern at Eric Mower & Associates.
FAVORITE FLAVOR: Power-C Machine
ALEXA CLOUTHIER is a junior integrated marketing communications major. From Coxsackie, NY, Alexa has big dreams of living in New York City after finishing her schooling at Ithaca College. In her free time she enjoys blogging, spending time with friends and family and traveling. Outside of classes, Alexa in a member of AAF and AMA. This summer, Alexa will be an intern at Marina Maher Communications in New York City.
FAVORITE FLAVOR: Cherry Chia Lime
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NICOLE FERRARA is a sophomore integrated marketing communication major with a minor in writing from Westchester, NY. Outside of communications, she has a passion for acting, singing and dancing. Nicole is a member of IC Public Relations Students Society of America, Spit That!, Unbound Dance Company and ICTV. After college, Nicole wants to work in marketing/advertising for movies or TV shows.
FAVORITE FLAVOR: Blue Machine
KATIE O’HARA is a sophomore Integrated Marketing Communications major minoring in Women’s & Gender Studies. From Westborough, MA, she is passionate about blogging, fashion, and fitness. Katie is the treasurer of IC Public Relations Student Society of America, a stylist for HiFashion Studios, and a writer for IC Her Campus. This summer, she will be a Marketing Intern for Youth Marketing Connection in Boston, MA.
FAVORITE FLAVOR: Kale Blazer
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JESSIE WALKER is a sophomore Integrated Marketing Communications major with a minor in Environmental Studies. She is from the town of Elmer, NJ, and enjoys spending time with friends and family, listening to music, and exploring new places. Jessie is an active member in the IC Public Relations Student Society of America and will be the Webmaster next semester. She is currently interning with WSKG Public Media.
FAVORITE FLAVOR: Red Machine
KAITLYN WILLIS is a sophomore Integrated Marketing Communications major from Holliston, MA. She loves to blog and entertain by creating videos about lifestyle advice. Her Campus is a club she is involved with that lets her practice her passion! After college, she wants to start her own business and help out at nonprofits. This summer, Kaitlyn will be working as a Social Media Manager for YMCA.
FAVORITE FLAVOR: Green Machine
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1. http://nakedjuice.com2. http://www.statista.com/statistics/269059/market-share-of-the-leading-juice-and-juice-drink-smoothie-brands-in-the-us/ 3. http://bolthouse.com/ 4. http://www.odwalla.com/ 5. http://www.sujajuice.com/ 6. http://www.huffingtonpost.com/2013/08/28/naked-juice-class-action-lawsuit_n_3830437.html7. http://www.fda.gov/aboutfda/transparency/basics/ucm214868.htm8. http://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/#2de8b187144f9. http://www.bevindustry.com/articles/88992-juice-smoothies-flavor-innovations-trending-in-juice-category10. http://www.statista.com/topics/1047/organic-food-industry11. http://www.cosmopolitan.com/12. http://www.glamour.com/13. http://www.shape.com/14. http://www.self.com/15. https://www.buzzfeed.com/about16. https://www.quantcast.com/refinery29.com 17. http://sproutsocial.com/insights/new-social-media-demographics/#pinterest18. http://www.adweek.com/sa-article/hulu-align-your-brand-premium-content-16427719. http://digiday.com/platforms/demographics-youtube-5-charts/20. http://sproutsocial.com/insights/new-social-media-demographics/#facebook21. http://web.mta.info/nyct/facts/ffsubway.htm22. http://www.transitchicago.com/23. https://www.bart.gov/24. http://www.tv.com/shows/the-ellen-degeneres-show/25. http://www.tv.com/shows/new-girl/