vitaminwater media buying campaign

AbagailSmith

Thursday, December 15, 11

Company profile vitaminwater Glaceau, is a privately owned subsidiary of Coca-Cola Company.

Founded in 1996, the company manufactures and distributes various lines of enhanced water. Initially the products were distributed to health food stores, in 2000 Glacéau introduced vitaminwater, and expanded to nationwide distribution.

By 2002, the Glacéau line of waters were the top selling enhanced water brand in the United States, with the companies vitaminwater being its best selling product.

In 2006, the company earned $350 million in revenues. Because of the products success, the company began global expansion, launching its products in the United Kingdom and Australia in 2008, and France in 2009.

Designed to "fill the gap" between soft drinks and water for people who knew they should drink more water but weren't. With fewer calories than soda, the drink both hydrates consumers and provides nutrients they are likely to be missing.


Marketing Objectives

Increase brand loyalty

Increase market share by 10%

Increase brand awareness


Media Objectives

Spread awareness to non-users

Maintain awareness with loyal users

Strengthen image as a healthy drink with a great taste


Media Strategies

TVPrime time will connect with the younger demographic, & Day time commercials will reach those at home during the day, specifically young moms. The ads will run during the holiday season & winter time, when families & people are more likely to be inside around a TV

MagazinesThree very different magazines were chosen; ESPN, Health & Fitness, & US Weekly. Covering three different aspects of the target audience; sports, health, & entertainment the sales will increase while the brand spreads awareness.

OOHOOH will be heavy in the summer, when people are outside. There are bus ads, train ads, billboards, taxi tops & guerrilla advertising. Anyone who is outside is likely to see one of the many forms of OOH for vitaminwater.

The media strategies were strategically chosen to reach our audience. Four different mediums; TV, OOH, Magazines & Online, will allow vitaminwater to

regain sales and spread brand awareness.

OnlineFive sites were specifically chosen to reach & connect with the audience; ESPN, US Weekly, Facebook, Twitter & Hulu. ESPN & US Weekly were chosen to create consistency with both online & print publication. Facebook & Twitter will allow interaction with the consumers & provide updates. Hulu is widely used by the target demographic, thus its a great way to reach the audience in an unexpected way.


Competitors & market conditions

Powerade has replaced vitaminwater on the sidelines of 88 NCAA non-football championships, including baseball and basketball, giving it wide-ranging marketing rights.

Gatorade remains dominant with sales of 553 million cases last year 2010. Advertisement for Gatorade measured $95 million in the first nine months of 2010 -- five times more than the $18.7 million Coca-Cola spent on Powerade.

Powerade’s sales nearly tripled, from 63 million cases to 177 million cases, from ’00 to '09. Powerade Zero had an 84 % increase in third-quarter sales.

Gatorade and Powerade are sports drinks created to help athletes rehydrate & improve performance during practices and competitions. Both brands are made with a mix of water, sugar & salts to help maintain the correct balance of carbohydrates & electrolytes lost due to physical exertion and perspiration.


Seasonality

Spring

Winter

Fall

Summer

HeavyWarm weather & outdoor

exercise/activities

HeavyHigh level of activity,

outdoor sports & exercise

Opportune time to advertise OOH heavily to reach our audience participating in

outdoor activities

Medium Consumers still active, but not

as much

Sports start:MLB, NFL season & playoffs

Target sports fans & use sports stars in ads. Magazine and online ad’s will be heavy during this time.

LowOutdoor activity & sports are

low

Families often indoorsGood time to increase TV ads,& Holiday season. Magazine, TV, & online ads will be heavy


Geography National Plan

Budget: $10,000,000Audience size: 24% of total

US population

Last year vitaminwater’s sales dropped 22%. Since the drop and sales, the company has repositioned its ads to the younger demographic. The new slogans imply being the cure to ‘long nights.’

Reaching our audience:The media tactics of vitaminwater will included targeting both demographics; the younger culture, & the already loyal older demographic. Increasing advertising targeted at both audiences will increase awareness and sales.


Consumer profiles

Male & Female18-35

Single/MarriedHHI $40,000 +

College Graduate

Katharine 34College graduateMother and wife.Enjoys reading magazines,& promoting a healthy life style for her & her family.

Sam20Attending College Single Enjoys swimming, blogging, playing video games & downtime with his friends.


Magazine ESPN Sports fan’s, 18-34, are the main consumer of this publication. ESPN provides consumers with news of up and coming players, rivalries, big events, issues & trends both on the field and in the lives of today’s highest-profile athletes.

With a decrease in vitaminwater’s ad’s in NCAA sports, it’s important to pursue the sports market even more so than previous years. By advertising with ESPN in both online & magazine publications, the opportunities to advertise sports event will increase.

The ads in ESPN will be during high sports months: February (Superbowl)

March (march madness) June (NHL & NBA finals, baseball in full swing)

October (College football, NFL football, MLB playoffs)


Magazine Health & Fitness

Health & Fitness publishes articles focusing on sports & recreation, health & wellness, fitness & exercise, beauty & style.

Geared towards consumers who lead an active lifestyle & want to know the latest ways to improve their health through recreational activities & innovative workout programs

This publication allows vitaminwater to maintain its healthy reputation and association as a nutritious drink. The ads will run all 12 months of the year.


Magazine US Weekly

Reaching a wide demographic of consumers through this publication gives the opportunity to expand awareness and increase sales. We want our consumer to be aware of the health benefits of vitaminwater, what better place to show them this than in a magazine surrounded around health.

US Weekly is a print & digital publication, providing consumers with articles on popular culture. Each issues contains breaking entertainment news, exclusive interviews & original photography of personalities. The publication also provides coverage of fashion & style trends for today’s fashion forward consumer.

The ads will be in high in beginning months of new seasons. New trends come out during that time so

more readers tend to pick up the publication.January, March, June, September, December


Magazine Media Buying Cost 1 pg. color Cost for bleed # Months Total cost

ESPN

Health & Fitness

US Weekly

$226,000.00 N/A 4 months $904,000.00

$4,721.00 N/A 12 months $56,652.00

$199,815.00 N/A 5 months $999,075.00

Total = $1,959,727.00

ESPN.

Which ad for which magazine?

US Weekly.

Health & Fitness.


Commercials & TV SpotsThis commercial features celebrities such as Brain Urlacher, Adrian Peterson, Carrie Underwood & 50 Cent. This commercial will air on Prime time to reach the our younger consumer.

Vitaminwater’s commercials

target the TWO prime

consumers

Geared towards males & vitaminwater’s younger consumers (18-25)

Geared towards women (20-35) looking for a zero calorie drink thats both nutritious & tasty

This commercial appeals to our older consumer & specifically females. Its showcases the health benefits of vitaminwater zero with a fun & tasteful plot that women would find appealing. It will air during Daytime


National TV Buying

Prime Time Day Time

10 pts /week x (12 weeks) = 120 TRPS @ $25, 300 CPP =$3,036,000

10 pts /week x (24 weeks) = 240 TRPS @ $7,000 CPP =$1,680,000

Total = $ 4, 716, 000CBS"CSI" (crime scene investigation) 23.49 million viewers"NCIS" 18.59 million viewers"Criminal Minds" 16.9 million viewers ABC "Dancing with the Stars" 18.59 million viewers "Desperate Housewives" 15.51 million viewers "Grey's Anatomy" 14.8 million viewers

ESPN

CNN ABC News MSNBCHGTVThe view EllenThe Oprah Winfrey show

RationaleAchieving the highest potential reach by consistent flighting once every week for 12 months, alternating from the 3rd week - 2nd week and so on of each month

RationaleConsistency with Prime Time, Day time flighting will be twice every month (for the 1st and last week of each month) for 12 months.


OOH Billboards/Bulletins

BillboardsMarch - May (Spring)

July & August (Last two months of summer)

RationaleThe ads chosen are simple & eye catching.

There is not too much content, making it easy to read for those in the car & or walking.


OOH 30 Sheets

30 SheetsApril - August (Spring & Summer)

RationaleLarge advertisements such as this are a great way to reach the target audience & many others outside of the target consumer. Especially during the spring &

summer when people are traveling & even for commuters.


OOH Bus Shelter Ads

Heavy in big cities, such as: Chicago, New York, Washington DC & California. Ads will be

during; March - July

RationaleBus stops are a great form of advertisement because people taking transit & even people walking down the

street see them.


OOH Train Station Ads

70 Train Station ad’s Ad’s will be placed in the 4 largest cities with public transit

San Francisco

Chicago

New York

Washington DC

RationalePublic transportation in large cities is the main form of travel for many commuters. Having ads in train stations of daily routes will position our product in their minds. Ads will be during; Feb., April, June, Aug., Oct. The alternating months allow for a wider span of people to see these ads over a 10 months period, alternating every other month


OOH Taxi Tops

120 taxi tops for National PlanLocations will be heavy in city settings, such as:Chicago, New York, California & Washington DC

RationaleTaxis are prevalent in big cities. Whether you take taxi’s or not, you see them daily. This is a great way to put our bright colors on taxi tops. Months of ads will be; March, May, July, Sep., Nov. The months are alternating over a span of 10

months, creating brand awareness amongst users & non users.


OOH Bus & Train

Wrapped Trains

2 wrapped train locations: Chicago & New York

1 Train wrapping = $39, 766/month1 month in Chicago, and 2 months in New

York

Total = $119, 298

King Size Bus Posters

Showing size: 25# of units: 250

1 month = $17, 359

Locations will be equally divided nationally, with double in Los Angeles, Chicago & New

York

Amount for 3 months = $52, 077

RationaleBig cities have many commuters & people that take public transit daily.

Having ads presented on daily routes will create awareness.

There will be awareness among those who don’t use the transit, because the bus can be seen all

over cities

To keep OOH consistent through the year, these ads will run: January, November, December

To keep OOH consistent through the year, these ads will run: February, September, October


OOH Media Buying Showing Size # Of Units Price/Month 5 Months

Bulletins

30 Sheets

Bus Shelters

Train Stations

Taxi Tops

5 6 $71, 370 $356, 850

100 218 $254, 898 $1,274, 488

50 70 $45, 500 $227, 500

50 70 $45,500 $227, 500

25 120 $78,000 $390, 000

Showing Size # Of Units Price/Month 3 Months

King Bus Poster

Wrapped Train

25 250 $17, 359 $52, 077

1 $39, 766 $119, 298

Total = $2, 476, 338

Total = $ 171, 375

Total costs of OOH = $ 2,647,713


Online Media Buying 1,000,000 Impressions bought for each site.

CPM for each site is $10,000

Totaling $50,000/month for all sites

A total of $600,000/year for ALL sites

Twitter instantly connects whats most important to the consumer.

The platform allows the consumer to follow friends, experts, celebrities & breaking news.

A twitter page & advertising on twitter will allow a large community of people to see our product & ultimately create awareness throughout this network & those that use it.

Facebook reaches 800 million people where they connect & share

Advertising with Facebook will allow vitaminwater to spread awareness and increase sales

Facebook friends & visitors to our page will lead them to our actual wed page increasing traffic to our site.

US Weekly online & magazine publications are perfect for our advertisement to reach the target consumers.

The loyal audience of US Weekly is a perfect community to advertise to.

vitaminwater is a healthy drink, and provides essential nutrients that many of these consumers would find appealing.

ESPN is the world wide leader in sports

The audience of ESPN are sports dedicated & also an audience we need more loyalty from.

With Powerade’s rise in sports events, there has been a decrease in vitaminwaters sponsorships. To regain this audience back, we must appeal to them online

Hulu is a recent online platform for movie watchers.

The audience of hulu is very diverse.

The has increasingly become more popular & wide-spread. There aren't many ads on the site, so it would set apart our ads since it would be one of few.


Guerrilla Advertising

Creative bus stop thats you wont forgetLight posts with cut-out’s that will catch you off guardQR Codes to send smart phone users to our web page

Guerrilla advertisements have been popping up around large cities. The average person see’s hundreds of advertisements a day, sometimes without even knowing. To gain reach with our consumer, its beneficial to take a different approach--surprise them. The rest of the budget will be used for the two months; June & July. These months are during the spring and summer, people will be outside & its an opportune time to surprise them.


Price # of Months

Total Cost

Magazine

ESPN

Health & Fitness

US Weekly

TV

Prime Time

Day Time

OOH

Bulletins

30 Sheets (Clear Chanel)

Bus Shelters

Train Stations

Taxi Tops

Kind Bus Poster

Wrapped Train

ONLINEFacebook

Twitter

US Weekly

ESPN

Hulu

Guerrilla Ad

$226,000/ 1pg color 4 $904,000.00

$4,721/ 1pg color 12 $56,652.00

$199,815/ 1pg color 5 $999,075.00

$25, 300/ 12 weeks $3,036,000.00

$7,000 24 weeks $1,680,000.00

$71,370/ mo 5 $356,850.00

$254,898/ mo 5 $1,274,488.00

$45,500/ mo 5 $227,500.00

$45,500/ mo 5 $227,500.00

$78,000/ mo 5 $390,000.00

$17,359/ mo 3 $52,077.00

$39,766/ mo 3 $119,298.00

$10,000/ mo 12 $120,000.00

$10,000/ mo 12 $120,000.00

$10,000/ mo 12 $120,000.00

$10,000/ mo 12 $120,000.00

$10,000/ mo 12 $120,000.00

Remaining $ 2 $76, 560

Total costs of each medium:

OOH = $2, 647, 713TV = $4, 716, 000

Magazine = $1, 959, 727

Online = $600,000+ _______________= $ 9,923,440

( $76,560 left) = goes to Guerrilla Advertisements) reaching the full budget

of $10,000,000


Flowchart Months January February March April May June July August September October November December

WeeksESPNH & FUS WeeklyPrime TimeDay TimeBillboards30 SheetsBus ShelterTrain StationTaxi TopsBus adsTrain adsFacebookTwitterUS WeeklyESPNHuluGuerrilla

1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5


SourcesNeilson Market Research

SRDS

Lexisnexis

http://www.lexisnexis.com.emils.lib.colum.edu/hottopics/lnacademic/?shr=t&sfi=AC02NBCmpSrch

http://articles.businessinsider.com/2008-06-26/tech/30045748_1_hulu-ad-rates-thousand-impressions#ixzz1fITX6oJs

http://gigaom.com/video/hulu-defends-ad-split/

http://www.forbes.com/global/2008/0519/024a_2.html

http://www.adroll.com/pricing/evaluation

http://www.vitaminwater.com/?WT.srch=1&SR=sr3_44306979_go


http://en.wikipedia.org/wiki/Energy_Brands

http://www.facebook.com/vitaminwater

http://twitter.com/VITAMINWATER
























vitaminwater media buying campaign

Documents

increase brand awareness

spread brand awareness

brand spreads awareness

companies vitaminwater

audience espn

selling enhanced water

espn us weekly

powerades sales