Its Your World.<br />    Flavor It.<br />
Brand of  Kraft Foods<br />Low calorie fruit flavored refreshment  beverage<br />Known internationally as Clight<br />Majo...
Facebook page and Twitter not integrated<br />Have only had success with 35-50 year old audience<br />Weak social media pr...
Challenges<br />Capture a younger audience without breaking laws on <br />advertising to children<br />Improve social medi...
Goals<br />Create Social Media Accounts for different lines of flavored beverages<br />Engage audience through social medi...
Integrate<br />           &<br />EXPAND<br />
”<br />
Budget<br />
Timeline<br />Create Social Media accounts now<br />Begin placing ads on Facebook and starting social media contests withi...
Evaluation and Measurement<br /># of fans and followers<br /># of visits to website<br /># of mentions in press<br />Parti...
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Crystal Light

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ADV 492 Spring 2011

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  • Create social media accounts for pure, refreshing, and enhanced flavors and create smart phone app that will offer recipes and ideas for fitness activities.Social media competitions for “purest” and most “refreshing” photos, have followers twit pic, have fans post to facebook
  • Engage in several community clean-ups reminding people to keep things “pure”, these clean up camaigns are good opportunity for great PR
  • Crystal Light

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

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