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Better Bears

+Overview

Product: Better Bears

National six month campaign

“Sick without the ick”

Making sickness easier

Treat rather than chore

+Product Description

Prescription antibiotic gummy bears

Three flavors Lemon, lime, berry

Doctor dictates dosage

As effective as traditional liquid/pill antibiotics

Same price as traditional antibiotics

Safe packaging

+Positioning Statement

For children under 10 and elderly citizens alike who struggle to take traditional antibiotics, Better Bears is an alternative antibiotic that is tasty and easy to swallow. Unlike Pfizer, Better Bears allows its customers to be sick without the ick.

+Audience

Demographics

Primary Market: Parents of children under the age of 10

Secondary Market: Children under the age of 10. Pediatricians across the U.S. Citizens 70 years old and above.

+Audience Continued

Psychographics

Primary Market: Constantly on the run, managing a career and raising children simultaneously, in need of quick solutions to common problems.

Secondary Market: Tired of gooey pink ick, will refuse unappealing

antibiotics at the cost of remaining sick. Committed to helping their patients get better as quickly

and most conveniently as possible. Time is of the essence. Want an antibiotic they can

easily take without the trouble of swallowing.

+Strengths

New product

Appeals to children

Visually appealing

Flavors

+ Weaknesses

Barrier of entry

Lack of awareness

Dangers

Container

Shelf stability

+Opportunities and Threats

1st to market

Problem they didn’t know they had

No need to change

Allergies

Competitors

+Creative Strategy

Tagline: Sick without the ick

Red, Yellow, Green color scheme

Targeted at parents with children under the age of 10

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+Radio

“Kids Have it Easy” :30 SFX: MUSIC UP THEN UNDERMOM: BILLY, TIME TO TAKE YOUR MEDICINE!YOUNGER BROTHER: YUCK! THAT PINK GOO IS GROSS; I DON’T WANT IT!OLDER BROTHER: BUT YOU DON’T HAVE TO! MOM GOT BETTER BEARS!YOUNGER BROTHER: BETTER BEARS? WHAT’S THAT?OLDER BROTHER: IT’S THE CHEWY, FRUITY BEARS THAT TASTE YUMMY AND MAKE YOU BETTER TOO! I WISH I HAD HAD BETTER BEARS WHEN I WAS YOUR AGE. KIDS THESE DAYS HAVE IT EASY!YOUNGER BROTHER: WELL I GUESS THAT DOESN’T SOUND SO BAD. SFX: CHEWING AND SWALLOWINGYOUNGER BROTHER: BETTER BEARS ARE GREAT!ANNCR: INTRODUCING BETTER BEARS, THE ALL-NEW CHEWY, FRUITY, TASTY ALTERNATIVE TO TRADITIONAL ANTIBIOTICS. BETTER BEARS, SICK WITHOUT THE ICK.

+Radio

“A Better Day For Better Bears” : 30  SFX: FOOTSTEPSDOCTOR: WELL JOHNNY I’M GOING TO NEED YOU TO TAKE SOME MEDICINE TO MAKE YOUR SORE THROAT FEEL BETTER.SFX: POURING LIQUIDJOHNNY: NO MOMMY! PLEASE NO MORE PINK ICK!!!!SFX: TANTRUM NOISES UP THEN UNDERMOM: (LOUD SIGH) DON’T YOU HAVE ANYTHING BETTER? HE HATES THAT STUFF AND I’M SICK OF FIGHTING WITH HIM!DOCTOR: WELL I GUESS I DO HAVE SOMETHING NEW WE COULD TRY… HOW ABOUT SOME BETTER BEARS?SFX: TRUMPETSSFX: OPENING CAP, CHEWING NOISESJOHNNY: THESE ARE YUMMY!!!!MOM: WELL DOCTOR, LOOKS LIKE WE ARE GOING TO NEED THOSE FROM NOW ON.NARRATOR: SICK WITHOUT THE ICK! BETTER BEARS. ASK YOUR DOCTOR TODAY!

+Advertising Objectives

Achieve top of mind awareness across the country

First-to-Market Product When you think of alternative antibiotics,

you think of Better Bears

+Strategies and Tactics

Six Month National Advertising Campaign

1. Print: Half-page ads in parenting magazines

2. Radio: 24 radio spots per week in 16 different cities

3. Brochures: Placed in doctor offices and hospitals

4. Online Advertising: Facebook ads

+Budget

• 6-month campaign: January-June 2015• $5,000,000 budget

Media Print Brochures Radio Facebook Commission

  Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2 Q1 Q2

Amount $997,190 $730,470 $2,884 $0 $822,750 $822,750 $420,000 $420,000 $350,000 $350,000

Total $1,727,660 $2,884 $1,645,500 $840,000 $700,000

Percent 34.6% 0.1% 32.9% 16.8% 14.0%

+Media Strategy Print Advertising

½ page ads in Parents and Family Fun for 6 months

American Baby for 2 months Largest reach of any parenting mags in U.S.

Radio Two :30 second spots Standard entry level schedule to build awareness

Informational Brochures Local area children’s hospitals, pharmacies

Facebook Targeted marketing

Ages 25-50 Parenting, motherhood, family, child care

interests

+Media Plan Print ads in major parenting magazines

10 annual issues per year Remain in doctor offices in addition to monthly subscribers

Radio Morning/ Afternoon Drive time radio spots in 16 of the top 20 U.S. metro

markets New York, Los Angeles, Chicago, Dallas, Houston, Atlanta, Miami, Boston,

Minneapolis, Seattle, and St. Louis We will play a 30 second spot on the radio three times per day during the week.

Twice on Saturday and Sunday.

Brochure Send to major children’s hospitals in the 16 markets used in the radio campaign Literature at pharmacies and children’s hospitals across the country

Online advertising Facebook to generate web traffic ages 25-50 with common shared interests in

parenting, motherhood, family and child care $5000 spent each day with 660,000-1.8 million persons daily

+Evaluation Our goal is to raise top of mind awareness among

the target markets of parents with children under the age of 10

We aim to reach $10 million in sales during our six month nationwide advertising campaign

Obtain 1% of the market share in the pharmaceutical industry

Have 20% of pediatricians recommend Better Bears to patients

Webpage views, with the goal for success being 500,000 views over the final three months of our six month campaign

+THANKS!