crystal light
DESCRIPTION
ADV 492 Spring 2011TRANSCRIPT
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Its Your World.
Flavor It.
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Brand of Kraft Foods
Low calorie fruit flavored refreshment beverage
Known internationally as Clight
Major markets include the US, Argentina, Brazil, Canada, Mexico, & Puerto Rico
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Less than 10% fruit juice
Ban on advertising to children
Highly competitive market
Facebook page and Twitter not integrated
Have only had success with 35-50 year old audience
Weak social media presence
Different juice lines for consumers needs
Low calorie drinks gaining popularity
Established brand
Product is shelf stable
Made for consumers on the go
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ChallengesCapture a younger audience without breaking laws on advertising to children
Improve social media presence
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Goals
Create Social Media Accounts for different lines of flavored beverages
Engage audience through social media
Integrate social media pages
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Integrate &
EXPAND
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”
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Social MediaSmart Phone ApplicationPure CampaignGoogle AdwordsFacebook Ads
Budget
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Timeline
Create Social Media accounts now
Begin placing ads on Facebook and starting social media contests within 2 months
Implement “Pure” campaign and have smart phone application ready within 4 months
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Evaluation and Measurement
# of fans and followers
# of visits to website
# of mentions in press
Participation in Contests
# of Retweets
Have goals been met?