LSC 431 Advertising Final Class Project

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Better Bears

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Overview
 Product: Better Bears
 National six month campaign
 “Sick without the ick”
 Making sickness easier
 Treat rather than chore

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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

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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.

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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.

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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.

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Strengths
New product
Appeals to children
Visually appealing
Flavors

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Weaknesses
Barrier of entry
Lack of awareness
Dangers
Container
Shelf stability

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Opportunities and Threats
1st to market
Problem they didn’t know they had
No need to change
Allergies
Competitors

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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 UNDER
MOM: 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 SWALLOWING
YOUNGER 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.

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Radio
“A Better Day For Better Bears” : 30
SFX: FOOTSTEPS
DOCTOR: WELL JOHNNY I’M GOING TO NEED YOU TO TAKE
SOME MEDICINE TO MAKE YOUR SORE THROAT FEEL
BETTER.
SFX: POURING LIQUID
JOHNNY: NO MOMMY! PLEASE NO MORE PINK ICK!!!!
SFX: TANTRUM NOISES UP THEN UNDER
MOM: (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: TRUMPETS
SFX: OPENING CAP, CHEWING NOISES
JOHNNY: 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!

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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

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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

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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%

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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

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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

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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

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THANKS!