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Section 1: Pre-Campaign Research Creative Strategy Statement

Section 2: Print Advertisements Headlines and Taglines Layout/Thumbnails Print Advertisements

Section 3: Television Commercial TV Script TV Storyboards TV Key Frame

Section 4: Radio Commercial Radio Script

Section 5: Out of Home Advertisements Headlines Layout/Thumbnails Out of Home Advertisement

Section 6: Viral Video Viral Video Key Frame

Section 7: Guerrilla Marketing Guerilla Marketing Campaign Section 8: References

Table of Contents

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Section 1: Pre-Campaign

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Brand & Company Name: • Canada Dry, Dr Pepper Snapple Group

Length of Existence:• Canada Dry originally began in 1094 as Pale Ginger Ale and was created to serve as a

lighter version of the syrupy ginger ales available in the market (Canada Dry, 2016). • It rose in popularity during Prohibition as it was used as a mixer to mask the taste of

the period’s harsh liquors (Canada Dry, 2016).

Distribution & Availability: • Canada Dry originated in Canada, but is now mass produced and distributed

throughout many countries around the world (Canada Dry Mott’s, 2016).• Availability is most notable in the U.S. and Mexico with its 21 manufacturing

facilities and 120 distribution centers across North America (Canada Dry Mott’s, 2016).

Cost of Product: • A 24 pack of 12 oz cans from Walmart is available for $6.98 in stores (Walmart,

2016). • Canada Dry is the lowest amoungst its competitors.

Competitors & Costs:• A 12 pack of 12 oz cans of Seagram’s from Walmart is available for $4.72 (Walmart,

2016b).• A 24 pack of 12 oz cans of Schweppes from Walmart is available for $7.28 (Walmart,

2016c).

Shelf Space:• Shelf space belongs to the giants - think Coke products vs. Pepsi products - and while

ginger ale products such as Canada Dry and its competitors are unique enough to obtain shelf space, it has long been branded a mixer with sales that fluctuate during the holiday season and products mostly found on the liquor aisle (Sheth, J.N., 2011).

Research

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Consumers:• The biggest consumers are 65+ in age (Infoscout, 2016)• African Americans are the number one race to purchase (Infoscout, 2016)• Males > Females (Infoscout, 2016)• People without children purchase more (Infoscout, 2016)• “A Canada Dry consumer is generally very low income, African American, and senior

age. Canada Dry consumers are more likely to purchase Canada Dry during larger pantry stocking trips. Brands such as 7Up, A&W, and Ocean Spray also tend to be purchased in the same trip” (Infoscout, 2016)

• Consumers rated it a 9.3 out of 10 (Infoscout, 2016)• Brand loyal → only 22% would buy a different product if Canada Dry was

unavailable (Infoscout, 2016)

Unique Selling Proposition:• “The Champagne of Soda” (Canada Dry, 2016) • “The Root of Relaxation” (Canada Dry, 2016) • Founder, John J. McLaughlin, “saw a rise in popularity of more syrupy ginger ales,

[and] set to work perfecting a lighter version”. (Canada Dry, 2016) • Dryer taste, less sugar.

Strengths vs. Weaknesses:• Strength: Good Mixer• Strength: Helps stomach aches• Weakness: Young people don’t drink it• Weakness: People associate it with being sick and/or old people

Current Advertisement:• Jack’s Ginger Farm (Canada Dry, 2016) • Tagline “Real Giner. Real Taste.” • “Jack’s Ginger Farm,” commercials show ‘Jack’ walking through his ginger farm. His

crops drop into the ground as if someone was pulling them into the soil. He rushes to save his crops and is pulled into a game of tug-of-war. His component is a woman at a BBQ, reaching for a Canada Dry out of the ice cooler. Jack is then pulled through the soil only to end up in the cooler at a fun BBQ. The woman hands him a drink as he climbs out of the cooler so he can taste the freshness of the ginger that he grows. The advertisement is light-hearted, humorous and displays the freshness of the ginger flavor within a Canada Dry ginger ale.

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Jack’s Ginger Farm Commercial:

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Who is your target? • Young adults and recent college grads ranging from 21 to early 30s• Both males and females will equally be targeted - younger adults in general• Lower inome recent college grads ranging to affluent and successful thirty somethings• Young, up-and-comers with some disposable income to spend on alcohol consumption

and nightlife• Median incomes range from 33K to 70K• Strivers: Revolving employment, wear their wealth, fun-loving, imitative, use public

transit, desire to better their lives, achievement motivation, at the center of street culture, live in the moment (SBI, 2016).

• Experiencers: want everything, first in and first out of trend adoption, go against current mainstream, up on the latest fashions, love physical activity, very sociable, believe friends are important, spontaneous, heightened sense of visual stimulation (SBI, 2016).

• Young & Influential: might not have high incomes, but are influential in their communities/social networks, balance work and leisure pursuits, live in apartment complexes surrounded by ball fields, health clubs, and casual dining restaurants (Nielsen, 2016).

• Young Digerati: affluent, highly educated, live in fashionable neighborhoods, live in trendy apartments surrounded by fitness clubs, clothing boutiques, casual restaurants, all types of bars (Nielsen, 2016).

• Up-and-Comers: mobile adults, recent college grads before establishing more deskbound lifestyles, into athletic activities, the latest technology, and nightlife (Nielsen, 2016).

Where are we now in the mind of this person?• According to our online survey conducted between September 28, 2016 and October

1, 2016, survey of 247 people, over 80 people prefer Ginger Ale rather than other soft drinks when they are sick. 24 people would never prefer Ginger Ale over other soft drinks. When asked about their perception of Canada Dry specifically, most responses were positive such as “they are the most trusted source of Ginger Ale,” but some responses were indifferent such as, “it is probably my go to brand but I don’t know why because ginger ale all tastes the same.”

Creative Strategy Statement

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Where is your competition in the mind of this person?• According to our survey, Canada Dry was the number one preferred Ginger Ale. 132

people chose Canada Dry as their favorite Ginger Ale, followed by Schweppes with 58, and Seagrams with 37. Others responded that they prefer other brands, do not drink Ginger Ale in general, or they look for the cheapest brand.

Where would we like to be in the mind of this person?• We would like to market Canada Dry as a drink for all occasions. Our survey

concluded consumers prefer ginger ale when they are sick or have an upset stomach. The goal of this campaign is to alter this current perceptions of ginger ale. It is more than just a remedy for a hangover or illness. With its refreshing taste, it works well as a mixer and even tastes great on its own.

What is your message objective/strategy?• Promote Brand Recall: our ads will show Canada Dry on different occasions

throughout the year.• Link Key Attributes to Brand Name: we want to link Canada Dry to the holiday

season/special occasions and spending time with friends and family• Affect Association: many of our ads will revolve around holidays that people enjoy

while spending quality time with the people they love• Persuade the Consumer: Canada Dry is not only a remedy for an hangover or illness• Transform Consumption Experience: many people associate ginger ale/Canada Dry

with being sick or with old people and we want to change this

What is the consumer promise/creative strategy?• Canada Dry is a great beverage for every occasion.

What is the supporting evidence?• Canada Dry offers recipes on their website for different types of mixed drinks. These

drinks are perfect for the holidays or any special occasion one might have.

What is the creative concept? How will you show your promise/big idea?• We will associate Canada Dry with several different holidays for positive affect

association with the product.

What is the tone of voice for the advertisement for your branded product?• Happy• Feel good• Informative

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Section 2: Print Ads

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Headlines & Taglines

Headlines:• Let’s party like it’s 1920/For when you want to party like it’s 1920• Not just your grandpa’s ginger ale.• Roarin’ refreshment since the days of Prohibition.• What’s New Year’s without champagne?• First on your guest list.• Mix it up.• For the party and the morning after.• The champagne of soda.• First on your guest list since prohibition

Taglines:• For every occasion.• First on your guest list.• For the party and the morning after.• The mixer for your mixer.• The guest of honor.• The toast of every hour.• The hangover helper.• The root of refreshment.• Just the right amount of ginger.• It’s tradition.

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Thumbnails

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Print Ads

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Section 3: TV Commercial

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Television Script

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Storyboard

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Key Frame

Canada Dry: For Every Occasion

To go along with the theme “For Every Occasion,” this video spot highlights four main holidays throughout the year: Halloween, Thanksgiving, Christmas, and New Year’s Eve. The video takes place in college apartment featuring three college roommates. These roommates host a party for each holiday. So, the video consists of these roommates setting up for each party, and then celebrating with friends.

Canada Dry is the main attraction at every party. Any time someone walks in with a box of Canada Dry the group celebrates. The concept of this TV spot is to portray that Canada Dry should be first on everyone’s guest list, for every occasion.

This TV spot will relate to our target audience because the actors are all college age students celebrating the holidays. The tone of this TV spot is fun and upbeat showcasing Canada Dry in a young and hip way.

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Section 4: Radio Commercial

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Radio Script

Client: Canada Dry Title: First On Our Guest List Time: 30” Produced Date: 12/14/16

SFX:

ANNCR (MALE IN HIS 20S; UPBEAT VOICE): SFX:

FEEL GOOD INSTRUMENTAL MUSIC - FADE UNDER FOR ENTIRE COMMERCIAL (30”)

Who needs the sound of popped corks when

there’s the cracking of a Canada Dry can? CAN POPS AND SODA POURS - FADE UNDER

Made with all natural flavors, including real gin-

ger, Canada Dry is first on our guest list.

Whether it’s a celebration or a night in with

friends, Canada Dry is our guest of honor. Drink it

on its own or as a mixer in your cocktail for quali-

ty refreshment guaranteed. Canada Dry – for every

occasion.

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Section 5: Out Of Home

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Headlines• The Champagne of Soda• First on Your Guest List• Canada Dry to go!• The Life of the Party• Gatsby’s Choice• On Your List Since Prohibition• The Only Bottle you Should be Popping• Real Ginger for a Real Good Time• The Perfect Mixer• What’s a Party Without Canada Dry?

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Thumbnails

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Out Of Home Ad

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Section 6: Viral Video

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Key Frame

The video starts with a soda drinker purchasing a Canada Dry at a vending machine. He takes a sip of his Canada Dry and decides to share how good it is with someone. He leaves five dollars and a note that reads, “This one’s on me! Pass it on :)” on the machine. After he departs, another soda drinker arrives at the machine and notices the note. She uses the money to purchase several cans of Canada Dry. Following the generous stranger’s instructions, she hands out cans of the drink to other strangers studying in the library. The guy who left the note looks on, drinking his Canada Dry, and smiling to himself. The quotation, “Kindness is contagious. Pass it on this holiday season” will fade into view. The Canada Dry logo with the campaign’s tagline “for every occasion” will follow. Since the campaign will run throughout the holiday season, we feel the viral video will be successful in inspiring people to participate in an act of kindness for a stranger. The video is cute and evokes emotions of happiness and joy. Triggering an emotional response is one of the keys to a successful viral video. It is only about a minute long making it short, concise, and all the more shareable.

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Section 7: Guerilla Marketing

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Ad & Rationale

The guerrilla advertising campaign will consist of an elaborate christmas tree designed out of Canada Dry soda cases. This experience will unfold throughout targeted grocery stores nation-wide within the store’s direct entrance. Stores in which the Canada Dry guerrilla advertising campaign will take place include grocery stores in which the target audience shops most frequently. These grocery stores include Wal-Mart, Food Lion, Giant, Kroger and Target throughout various major college towns. The Canada Dry tree will promote drinking the classic ginger ale beverage for various occasions as a call to action to purchase the festive and versatile product. Canada Dry will be marketed and promoted for consumption especially for the holiday season fitting the campaign’s tagline “For Every Occasion.” The tree will be constructed and left up from November first until the New Year with the banner, “For Every Occasion,” displayed above the tree.

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Section 8: References

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Research ReferencesAnnual Reports. (2016). Retrieved from http://investor.drpeppersnapplegroup.com/annual-reports

Canada Dry (2016). About: The canada dry story. Retrieved from http://www.canadadry.com/about

Canada Dry Mott’s (2016). Home. Retrieved from http://www.canadadrymotts.ca/company/history/

Dr Pepper Snapple is pitted against the soda behemoths. (2016). Retrieved from http://marketrealist. com/2014/12/dr-pepper-snapple-pitted-soda-behemoths/

InfoScout (2016). Canada dry consumer insights. Retrieved from http://infoscout.co/brand/canada_dry?utm&utm_expid=75303912-17.lNPZM02pSCSLaWJN n52M8w.0

iSpot.tv (2014). Canada dry tv commercial: Jack’s ginger farm. Retrieved from https://www.ispot.tv/ad/7TGX/canada-dry-jacks-ginger-farm

Nielsen (2016). My best segments. Retrieved from https://www.claritas.com/MyBestSegments/Default.jsp

Sheth, J. N. (2011). Winning back your market. Retrieved from https://books.google.com/books?id=wzur0CN6F7MC&lpg=PA163&ots=1EClm1gpxH&dq= canada%20dry%20shelf%20

Strategic Business Insights (2016). The U.S. VALS survey. Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes.shtml

Walmart (2016a). Canada dry ginger ale. Retrieved from https://www.walmart.com/ip/Canada-Dry-Ginger-Ale-12-fl-oz-24-pack/42507255

Walmart (2016b). Seagram’s ginger ale. Retrieved from https://www.walmart.com/ip/Seagrams-Ginger-Ale-12Oz-12Pk/44391150

Walmart (2016c). Schweppes ginger ale. Retrieved from https://www.walmart.com/ip/Schweppes-Ginger-Ale-12-fl-oz-24-pack/43820423

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Audio ReferencesHolmes, S. (2016, December 1). Inspiring And Upbeat by Scott Holmes. Retrieved from http://freemusicarchive.org/music/Scott_Holmes/~/Inspiring_And_Upbeat

Holmes, S. (2016, December 8). Reach for Success. Retrieved from http://freemusicar chive.org/

Little Idea | Royalty Free Music. (2016). Retrieved from http://www.bensound.com/royal ty-free-music/track/little-idea

N Beats Sound Effects. (2014, August 2). Beer Sound Effect In High Qualty. [Sound Effect] Retrieved from https://www.youtube.com/watch?v=uExQKlhx5ms

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Image ReferencesBillboard [Electronic Image]. Retrieved from https://goo.gl/images/C95HwY

Black witch hat [Electronic Image]. Retrieved from

http://www.elliottsfancydress.co.uk/black-witch-hat

Canada Dry [Electronic Image]. Retrieved from

https://i5.walmartimages.com/asr/9b365303-9691-47e2-9399-69db54b

2c6a0_2.864c0750f65806ffc89a24c96303784d.jpeg

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Canada Dry bottle [Electronic Image]. Retrieved from

https://www.theeasymarket.com/image/cache/data/soda/0007800015246-500x500.jpg

Canada Dry box [Electronic Image]. Retrieved from

https://cdn.shopify.com/s/files/1/0669/0045/products/canada_dry_12_cans.jpeg?v=1418350708

Canada Dry can [Electronic Image]. Retrieved from

http://www.canadadry.ca/images/contact-us-can-en.png

Canada dry logo [Electronic Image] Retrieved from https://goo.gl/images/zWZCmb

Champagne popping [Electronic Image] Retrieved from https://goo.gl/images/XAcJSQ

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Christmas hat [Electronic Image]. Retrieved from https://goo.gl/images/I6M8Nx

Christmas lights [Electronic Image]. Retrieved from https://goo.gl/images/1vS4Df

500 ml Canada Dry bottle [Electronic Image] Retrieved from https://goo.gl/images/hG2HW8

Gold confetti [Electronic Image]. Retrieved from

http://il9.picdn.net/shutterstock/videos/6636041/thumb/10.jpg

Grocery store [Electronic Image]. Retrieved from

http://www.gelighting.com/LightingWeb/na/images/GE-Retail-LED-Grocery-

Lighting-Heinens-2-465x300_tcm201-76904.jpg

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Hanging bat halloween decor [Electronic Image]. Retrieved from

http://shoppetitepartystudio.com/collections/halloween

Light bulb [Electronic Image]. Retrieved from https://goo.gl/images/mHCnb9

New years eve hat [Electronic Image]. Retrieved from https://goo.gl/images/gicNCH

Witches broom halloween prop for kids [Electronic Image]. Retrieved from

http://www.fancydressbash.co.uk/witch-broom-halloween-prop-for-kids-770161-

3886-p.asp

Wooden sign [Electronic Image]. Retrieved from http://www.officialpsds.com/images/thumbs/WOODEN-SIGN-HANGING-

FROM-ROPE-psd105239.png