your worlds combined. swald solutions presents: a promotional campaign for the coca cola co. sprite...
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Your Worlds Combined.
SWALD Solutions presents:
A Promotional Campaign for The Coca Cola Co.
Sprite Green
MKT 428Shannon MulvihillWes HartigAndrew GerbetzLisa Kaminski
Deborah Crowdus
Your Worlds Combined.
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Your Worlds Combined.
SWALD’s Philosophy
• Focus efforts on needs of customer
• Combine each team member’s expertise
• Observe and apply external trends– “Green Movement”– Economic Recession
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Your Worlds Combined.
Target Market• Going Green Gale and Gabe– 26-35, $20,000-$60,000– “Modern Hipster”– Influenced by values, image, and peers
• Seattle, WA– 22% ages 25-34 years old– 52% non-family households– 70% in labor force– 18% commute to work by public
transportation
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Your Worlds Combined.
Situation Analysis
• Various Promotional Programs including– “Image is nothing. Thirst is everything”• Light-hearted parody
– SubLYMONal Campaign• Non-traditional
– “Sprite Step-Off”• Focus on the musical arts
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Your Worlds Combined.
Positioning Strategy
• Key Attributes– Truvia
• Brand Image– Edgy –Natural
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Your Worlds Combined.
Positioning Statement
Sprite Green will revolutionize the way Americans
understand the soft drink industry by its ability to
incorporate an all-natural sweetener, Truvia, into the
popular soft drink Sprite. Now with fewer calories than
regular soft drinks, Sprite Green offers its consumers of
the new millennium the opportunity to stay healthy,
environmentally-aware, and still have their thirst
quenched with that unmistakable Sprite taste. This soft
drink provides the “impossible” compromise to those hip,
discerning young consumers of the target market who
seek products that mirror their own identity.
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Your Worlds Combined.
Campaign Theme
“Your Worlds Combined.”
• Offers target market the freedom to have:• Natural, yet low calorie• Trendy, yet individual• Hip, yet professional
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Your Worlds Combined.
Advertising Objectives
• By the fourth quarter of 201o, SWALD seeks: – To establish awareness of Sprite Green by
55% within the target audience– Stimulate trial of Sprite Green by 45% within
the target audience– Improve consumer preference of Sprite Green
over other soft drink brands by 10% within the target audience
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Your Worlds Combined.
Print Creative 1
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Your Worlds Combined.
Print Creative 1.5
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Your Worlds Combined.
Print Creative 2
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Television Commercial
http://www.youtube.com/watch?v=w8pLwPHH0Xs
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Television Commercial
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Television Commercial
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Your Worlds Combined.
Out-of-Home 1
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Your Worlds Combined.
Your Worlds Combined.
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Your Worlds Combined.
Sprite Green Fan Van
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Your Worlds Combined.
• Time– Frequency- October-November– CPM- (547,500*1,000)/19,500,000= $28.08
• The Stranger– Frequency- the first issue of every month
twice a month in April, September- November. – CPM- (6,000*1,000)/437,200= $13.72
• D-List– Frequency- March, June, November– CPM- (1380*1,000)/15,000= $92.00
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Your Worlds Combined.
Television
• Anthony Bourdain No Reservations– Frequency- 2 commercial per new episode – CPM-(8.50x2x25/61,141)x1,000) = $6.95
• Top Chef– Frequency- 2 commercial per new episode – CPM- (8.50x2x19)/61,141)x1,000) = $5.28
• Saturday Night Live– Frequency- 34 times a year– CPM- (1,600x34/7,700,000)x1000 = $7.06
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Your Worlds Combined.
Internet
• Hulu– Frequency • Heavy- January-February, September-
December• Light- March-August
– CPM- ($135,000 x 1,000)/861,672 = $156.67
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Your Worlds Combined.
Hulu Creative
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Your Worlds Combined.
Internet
• The Onion– Frequency- January, March, May, July,
September, November– CPM- ($30,000 x 1,000)/ 930,095 =
$32.25
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Your Worlds Combined.
The Onion Creative
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Your Worlds Combined.
Internet
• SLOG– Frequency- All year– CPM- ($2,600 x 1,000)/175,341 =
$14.83
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Your Worlds Combined.
Slog Creative
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Your Worlds Combined.
Out-of-Home
• Billboard– Frequency- 8 billboards for 2 months – CPM- ($57,600 x 1,000) /2,865,984 =
$20.10• Wallscape– Frequency- June-August – CPM- ($51,120 x 1,000)/ 61,141 =
$0.85
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Your Worlds Combined.
Out-of-Home 2
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Your Worlds Combined.
Out-of-Home• Commuter Rail Display – Frequency- April-July – CPM- ($100,000 x 1,000)/ 61,141 =
$1,635.56• Bus– Frequency- June-September – CPM- ($44,500 x 1,000)/ 61,141 = $727.82
• Bus Shelters– Frequency- August-November– CPM- ($11,000 x 1,000)/ 61,141 = $179.91
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Your Worlds Combined.
Out-of-Home 3
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Your Worlds Combined.
Events
• VW Vans– Frequency- 9 weeks – CPM- ($60,230 x 1,000)/45,000= $1,338.44
• Alive Expo 2010– Frequency- 2 day event – CPM- ($5,268x1,000)/3,000= $1756.00
• Bumbershoot– Frequency- 3 day event – CPM- ($278,652*1,000)/109,500 = $2,544.77
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Your Worlds Combined.
Media Scheduling
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Your Worlds Combined.
Budget Summary
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Your Worlds Combined.
Budget - Media Mix Breakdown
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Your Worlds Combined.
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Your Worlds Combined.
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Your Worlds Combined.
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Your Worlds Combined.
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Your Worlds Combined.
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Your Worlds Combined.
Questions?