The document details a campaign strategy for International Delight by highlighting the importance of connecting with consumers' preferences in a competitive, non-dairy coffee market. It emphasizes creative messaging, such as asking consumers about their coffee preferences, to foster authenticity and brand loyalty. The campaign aims to raise brand awareness and reposition International Delight through a memorable and engaging approach.

1. IMC: FALLON
International Delight: Presents

2. INTERNATIONAL DELIGHT
WATCH

3. CLIENT SITUATION
DATED PRODUCT
STEEP COMPETITION
TAP INTO NON-DAIRY MOVEMENT
HOW TO CONNECT MEMORABLY?

4. OBJECTIVES
RAISE AWARENESS
HIGHLIGHT BENEFITS
REPOSITION BRAND

5. NEW INFORMATION
EVERYONE LIKES THEIR COFFEE JUST SO
VARIED MARKET, BUT ALL VALUE FEELING UNDERSTOOD
“REAL” PEOPLE BREED LOYALTY THROUGH AUTHENTICITY

6. CREATIVE MESSAGING
“HOW DO YOU LIKE YOUR COFFEE?”
“I LIKE IT INTERNATIONAL AND I EXPECT TO BE DELIGHTED.”
WE LIKE HOW YOU PARTY.

7. STYLES
REPEATED COLOR PALETTE
PRODUCT PROPS
CINEMATOGRAPHY
SOUND/LIGHTING
LOGO/BRANDMARK ALWAYS PRESENT
PACE OF DELIVERY OF MESSAGE, CAMERA
CLEAN, SIMPLE, DIRECT- BUT NOT TOO SERIOUS. QUALITY.

8. WORKS CITED
Fallon. 20 July 2017. www.fallon.com/case/international-delight-presents/.
International Delight. 20 July 2017. www.internationaldelight.com/faq.