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SWALD Solutions presents: A Promotional Campaign for The Coca Cola Co. Sprite Green

SWALD Solutions presents: A Promotional Campaign for The Coca Cola Co. Sprite Green. MKT 428 S hannon Mulvihill W es Hartig A ndrew Gerbetz L isa Kaminski D eborah Crowdus. Your Worlds Combined. SWALD’s Philosophy. Focus efforts on needs of customer Combine each team member’s expertise

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SWALD Solutions presents: A Promotional Campaign for The Coca Cola Co. Sprite Green

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  1. SWALD Solutions presents:A Promotional Campaign for The Coca Cola Co.Sprite Green MKT 428 Shannon Mulvihill Wes Hartig Andrew Gerbetz Lisa Kaminski Deborah Crowdus Your Worlds Combined.

  2. SWALD’s Philosophy • Focus efforts on needs of customer • Combine each team member’s expertise • Observe and apply external trends • “Green Movement” • Economic Recession

  3. 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

  4. 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

  5. Positioning Strategy • Key Attributes • Truvia • Brand Image • Edgy • Natural

  6. 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. 

  7. Campaign Theme “Your Worlds Combined.” • Offers target market the freedom to have: • Natural, yet low calorie • Trendy, yet individual • Hip, yet professional

  8. 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

  9. Print Creative 1

  10. Print Creative 1.5

  11. Print Creative 2

  12. Television Commercial http://www.youtube.com/watch?v=w8pLwPHH0Xs

  13. Television Commercial

  14. Television Commercial

  15. Out-of-Home 1

  16. Your Worlds Combined.

  17. Sprite Green Fan Van

  18. Print • 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

  19. 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

  20. Internet • Hulu • Frequency • Heavy- January-February, September-December • Light- March-August • CPM- ($135,000 x 1,000)/861,672 = $156.67

  21. Hulu Creative

  22. Internet • The Onion • Frequency- January, March, May, July, September, November • CPM- ($30,000 x 1,000)/ 930,095 = $32.25

  23. The Onion Creative

  24. Internet • SLOG • Frequency- All year • CPM- ($2,600 x 1,000)/175,341 = $14.83

  25. Slog Creative

  26. 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

  27. Out-of-Home 2

  28. 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

  29. Out-of-Home 3

  30. 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

  31. Media Scheduling

  32. Budget Summary

  33. Budget - Media Mix Breakdown

  34. Questions?

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