vitaminwater ad
DESCRIPTION
Teams choose a client/brand [good, service, or idea] from MRI.com that is real, known, national, and without a current, well-identified advertising campaign and/or market position.TRANSCRIPT
Anna Golden‐Dukes, Kelly Singleton, Mollyrose Mendell, Nicole Hakimi, Carolyn Cox
Vitamin Water
Vitam
inwater
Agenda
Goals Situa2on Analysis Agency Target Market Brand Value
Campaign Strategy Research
Research
Crea2ve Strategy Media
Brand Ac2va2on Budget Summary Recommenda2on
Evalua2on Summary
ADdapt Agency
Mission Statement: to adapt to our clients needs by giving them the premium service they desire.
Acclimated Dynamic Diverse Advanced ProducFve Talented
Marke2ng Goals Vitam
inwater
Increase sales in flavored water
category from 8‐9%
Vitam
inwater
Adver2sing Goals
Increase awareness of cam
paigns
amongst 18‐21 year old wom
en
PercepFon: Health, refreshi
ng drink
80% awareness and unders
tanding
Time Frame: Vitam
inwater
Budget:
$14,000,000
Beginning in
January 201
1
and ending in
December
2011
Vitam
inwater
Target Market
Men and Women 18‐34 Party, read and play sports AthleFc Receive ads from magazines and watching TV Favor flavor and a refreshing drink Watch a variety of TV channels (drama and reality) Fun loving people who enjoy excitement Music and fashion lovers Care about their health and staying fit. Most live in the northeast of the United States Busy lifestyle
Vitam
inwater
Brand Value Proposi2on Functional:
• Refreshing
• energizing
• Includes vitamins
• energy- boosting
• keep working • keep partying
Vitam
inwater
Brand Value Proposi2on Emotional:
• Act of choosing
• Spontaneity
• Creativity
Vitam
inwater
Brand Value Proposi2on Self-Expressive:
• Flavors
• Colors
• Benefits
• Personalities
• Express yourself
Vitam
inwater
Campaign Strategy
Wants: • Excitement (sports or par2es)
Life at 18‐34: • School • Work • Life isn’t always fun
Vitam
inwater
Campaign Strategy
Their Passion for life
Eagerness to express that passion
our “Color your World” campaign
+
=
Research: ObjecFves Vitam
inwater
Understand consumers lifestyles and percepFons
Discover best media to adverFse the
product in
Compare Vitaminwater to compeFtors
Research: Secondary Vitam
inwater
• Vitaminwater enlisted athletes and celebriFes to promote their products in their ads
• Vitaminwater made its Facebook page its new homepage in 2010
• Consumers can text “vitaminwater” in order to receive a coupon via their mobile devices that would increase brand awareness
• Researched Vitaminwater facebook, and current commercial/ print ads
Research: Primary Vitam
inwater
• 53.6% of our consumers perceive Vitmainwater as a drink for Athletes.
• 84% preferred a more refreshing drink
• 77.7% of the survey takers saw Vitaminwater ads in Magazines
• 60% said they drank Vitaminwater occasionally.
Vitam
inwater
Crea2ve Strategy Internet Advertisements
Half-page Advertisement
Full page advertisement
Billboard
Vitam
inwater
Media Objec2ves
Geographic Scope: • Television, print, and internet ads will run naFonally • Billboard ads will be more regional focused on the northeast coast
Reach & Frequency: • At the end of the year, 80% of our target audience will perceive Vitaminwater as a beder alternaFve to regular water. • EffecFve frequency 6%
Target: • Women and men • 18‐34
Vitam
inwater
Media Strategies
Our campaign will run through a pulsing strategy throughout the whole year. Our campaign will be most effecFve during the summer when sales for liquid products are at its highest. During fashion week in February, March, and September, Vitaminwater ads will also be placed due to Vitaminwater sponsorship in the fashion magazines and the products feature on project runway.
Brand Ac2va2on
What Color Are YOU?
Vitam
inwater
Color Your Wardrobe
Create YOUR Flavor CompeFFon
Turn On the Vitaminwater
Vitaminwater Color Your College Concert
Series
Vitam
inwater
Vitam
inwater
MarkeFng RecommendaFons
1. More Vending Machines in colleges and gyms 2. Vitaminwater placed in clubs, bars, etc to be
mixed with drinks 3. Vitaminshots
Sales Awareness January 0.5 3% February 0.6 5% March 0.8 9% April 0.7 7% May 0.9 11% June 1.1 11% July 1.3 14% August 1.2 9% September 0.8 7% October 0.5 10% Novemeber 0.2 6% December 0.3 8% Total 8-9% 80%
Vitam
inwater
Summary
Thank You!
Ques2ons?