Advertising Proposal

1. AmandaBruzzese,EmilyBucknall,AmandaRamsey,GabbyReese&KellyRogus

2. 2
TableofContents
ExecutiveSummary-2
AgencyandBrandStrategy-3
HistoryofTalentiGelato-4
CompetitorAnalysis-5
EnvironmentalAnalysis-6
SWOTAnalysis-7
OObjectivesandBudgeting-8
Research-9
TargetMarket-10
BrandValueProposition-11
CampaignStrategy-12
BigIdea-13
CreativeStrategy-14
EExecutions-15
CreativeTestingResults-18
MediaObjectivesandStrategy-19
MediaMix-20
MediaSchedule-23
MediaBudget-24
BrandActivation-25
EEvaluation-26
Appendix-27
Talenti,anAmericanbrandofgelato,wasfoundedin2003
byJoshHochschulerinDallas,Texas.Talentigelatois
knownforitsuniqueflavorsthataremadewithhighquality
ingredientsfromaroundtheworld.Theseflavorsmake
Talentiirresistibleforanyonewhotriesoneoftheir33
flavors.AlthoughTalenticanbefoundinavarietyof
supermarketstheiradvertisingislacking.Theyneedto
increasetheirbrandawarenessiftheywantto
ddifferentiatethemselvesfromtheircompetitorssuchas
HaagenDazandBen&Jerry’s.Ourmissionisnotonlyto
increasebrandawareness,buttoemphasizetheirflavors
thatarebroughtinfrom“deliciousdestinations.”Through
print,internet,andtelevisionadvertisements,aswellas
directmail,WanderCreativewillpromoteTalentigelato
asaglobalbrandwhoseproductsaremadewithluxurious
iingredients.
ExecutiveSuary

3. AgencyandBrandStrategy
Research,Brainstorm,Design,Implement,Evaluate
HereatWanderCreativeweunderstandwanderlust;weknowwhat
it’sliketohavetheurgetoalwaysbemoving,creatingand
exploring.Westrivetoprovideourclientswithinnovativeand
ccuttingedgeideasthatwilltaketheircompaniestotheplaces
theywanttogo.Foundedinthefallof2015byfivestudentsfrom
IthacaCollege,WanderCreativecontinuouslyprovidesclientswith
thehighestqualityofcreativeworkwhichisfueledbyourconstant
desireforexploration.Wearealwaysonthemoveandwewantto
takeyourcompanyonitsnextjourney.
N
S
WanderCreativE
3

4. HistoryofTalentiGelato
4
2003
TalentiGelateriaretail
storeopenedinDallas,
TexasbyJoshHochschuler.
2007
TalentiGelatohits$1.2
millioninsales.
2013
Talentiexpandsitslineto
include3-oz.gelatopops.
2006
Shiftfromretailto
wholesaledistribution.
TalentipickedupbyCostco
Texas.
2008
JoshHochschulerforms
partnershipwithSteveGill
andEddiePhillips.
2014
UnilverbuysTalentiGelato
toexpanditsfrozenfood
division.

5. CompetitorAnalysis
5
Strengths:
-Globallyrecognizedbrand
-Ben&Jerry’sstores
-Over100flavors
-Strongprintandonlinead-
vertisingcampaigns
Weaknesses:
-Internationalpresenceisnot
asstrongassomecompetitors
Strengths:
-Internationallyrecognized
-Soldingrocerystoresand
HaagenDazshops
-Over40flavors
--Varietyofproduct
offerings
Weaknesses:
-Competitionwithmore
traditionalicecreambrands
-Cost($6.99)
Strengths:
-Professionallydeveloped
websiteandsocialmedia
presence
-22flavors
--Soldinpopularretail
locations
Weaknesses:
-Notverywellknown
-Noadvertising
-Expensive($6.99)

6. EnvironmentalAnalysis
6
EconomicForces
SocioculturalForces
Societyiscurrentlybecomingmoreandmorehealthconsciousandasaresultconsumersarelookingfor
healthierdessertoptions.Thereisanoverwhelmingawarenessofthehealthimpactsthatsugaryfoodscan
haveonindividuals.Asaresult,thisgrowingforcehasresultedinproducersmakingtheirproductshealthier
andmoreappealingtohealth-consciousindividuals.Talentihasnaturalingredients,whichwillappealtoour
targetaudience.
CompetitiveForces
Legal/RegulatoryForces
BothFederalandStategovernmentsarecreatinglawsandtaxesonsugarproducts.Workingalongsidethe
governmentistheFDA.TheFDAstrictlyregulatesthemanufacturingandtransportationofallfrozendairy
productsandensuresthatallregulationsarestirctlyfollowed.
LookingatTalenti’scompetitors(Ex:HagganDaz,Ben&Jerry’s,andCiaoBella)wenoticedthatamajority
areonlytargetingmiddleagewomen.Theselargerbrandshavealsoalreadyestablishedthemselvesinthe
marketplaceandhavecusotmerswithstrongbrandloyalty.
Economically,gelatoisseenasaluxurytreatthatpeopledon’tregularlypurchasebecauseofthecost.
Customerswhoarewilllingtopurchasegelatodonotwantalowqualityproduct.EventhoughTalentiispriced
higherthanmosticecream,itcontainsqualityingredientswithlittleartificalflavors.Talentiisalsoofferedat
awidevarietyofstoressuchasTops,Wegmans,Target,RiteAidandWalgreens.

7. SWOTAnalysis
-Consumersconcernedwithfatteningdessert
products
-Competitorshavesimilarproducts
-StrictFDAregulations
Threats
-MarketforgelatoissmallintheUS
-Noadvertising
-Littlebrandrecognitioncomparedto
competitors
-Onlysoldinselectgrocerystores
-Onlysellsgelatoandsorbettoproducts
Weaknesses
-Freshandnaturalingredients
-33flavors
-Differentsizes:pint,quart,half-gallon
andpops
-Allflavorsaregluten-free,kosher&
vegetarian
-30%-30%lessfatthantraditionalicecream
Strengths
-Awarenessofthequalityandnatural
ingredients
-Sophisticationoftastes
-Varietyofflavorswidenspotentialmarket
Opportunities
7

8. ObjectivesandBudgeting
8
TimeFrame
OurcampaignwillrunfromJanuary2016toDecember2016.Wewillfollowapulsingmethodwithadvertisements
throughouttheyearwhileincreasingthenumberofadvertisementsduringthesummerandholidayseasons.
BudgetOverview
Weweregivenabudgetof$12million.Wewilleffectively
executeourcampaignusing4mediavehicles.
MarketingandAdvertisingObjectives
OuradvertisingcampaignwillincreasesalesofTalenti1PintGelatoby14%.Thiswillbeachievedby
increasingbrandawarenessthroughacampaignwhichwillfocusondistinguishingTalentifromitscompetitors
byhighlightingtheuniqueingredientsthatcreatethewordlyflavors.
Ourtargetmarketisbothmenandwomenages25to34.Talentiwillhaveanincreaseof80%incomprehension
and55%inconviction.Thismeansthat80%ofourtargetmarketwillunderstandourmessageand55%willfind
valueandtakeinterestinthemessage.Wewillaccomplishthisbyhavinganeffectivereachof80%andan
effectivefrequencyof4.
Television Internet Print DirectMail

9. ResearchObjectives
WecreatedasurveyusingQualtrics.Qualtricsis
anonlinesurveyprogramthatallowedustocreate
anddistributeasurveyovervarioussocialmedia
sitestoreachourtargetaudienceAfterwereceived
alargenumberofresponseswewereableto
analyzethedatatobetterdetermineawayto
targetourmarketthroughcreativeadvertisements,
detdetermineourtargetmarketslikesanddislikesin
regardstoourproductaswellaswhattheylookfor
whenitcomestopurchasingfrozentreats.
PrimaryResearch
AccordingtoStatistadatafrom2014,U.S.
consumers’topthreefavoriteflavorsarechocolate
(16%),cookiesandcream(13%),andvanilla(12%).
FromSimmonsOneView,wefoundthatnewsand
weatherwebsitesareamongthemostfrequentedin
asevendayperiodfor25to34yearolds.Finally,we
foundthat89%ofinternetusersbetweentheagesof
2525and34wereaccessingtheinterneteveryday.
Thisisthehighestpercentageoutofalloftheage
groups.
ExploratoryResearch
1.Assessmenandwomenages25-34awarenessofTalentiGelato
2.TodeterminehowourtargetmarketperceivesTalenticomparedtoitscompetitors
3.Todeterminewhatmediavehiclesourtargetmarketuses
9

10. TargetMarket
10
Erikisa27-year-oldmalelivinginBoston,
MMassachusetts.Heworksasanaccountantinthecityand
rentsatownhousewithhisgirlfriend.Ontheweekendsthey
enjoywatchingshowssuchasIronChefandManvs.Food
andtreatingthemselvestogourmetfoods.Heisa“foodie”
withasweet-toothandlooksforqualityfrozentreatsthat
offergourmetflavors.
Monicaisa31-year-oldfemalelivingintheUpperWestSideof
MManhattan.Monicaissingleandownsastudioapartmentwhereshe
livesalone.Sheworksforawell-knownpublicrelationsagencyand
oftenspendsweeknightsworkinglate.WhenMonicaisnotatwork,you
canfindhershoppingwithfriendsorworkingoutatthegym.Monicais
healthconsciousandstickstoastrictdietduringtheweek.However,
shebelievesintreatingherselfontheweekendsandindulginginher
favoritegelato.Sheturnstogelatoinseekofnon-traditionalflavors
anandahealthieralternativetoicecream.

11. BrandValueProposition
11
Functional
CustomerschooseTalentitosatisfytheirsweet-tooth.Byusing“thegoodstuff”and“therightstuff”,Talentionlyusesthefinest
ingredientsfromaroundtheworld.Thisprovidestheconsumerwithasensationalexperienceoncetheytastethedelectable
pint-sizedproduct.Talentiattractsourtargetmarketof25-34yearoldmenandwomenbecauseitsatisfiestheneedsandwants
thattheyareseekingfromadessert.
Emotional
WhenaconsumertakesabiteofTalentigelato,theywillautomaticallyfulfilltheirbasicphysiologicalneedsof
hungerandtheiresteemneedswillalsoincrease.Theseneedsarefulfilledbyprovidingourtargetmarketwith
aproductrichinflavorandquality.Thismakesourcustomerfeelliketheyaretreatingthemselvestosomething
gourmet.
Self-Expresive
EatingTalenticanbecomparedtoenjoyingthefinerthingsinlifebecauseonlynaturalingredientsfromaround
theworldareusedtomakethegelato.ThisgivesTalenti’sconsumersasenseofaffluenceastheyindulgeina
gourmetandwell-craftedgelato.

12. CampaignStrategy
12
TheChallenge
Talentiisnotpositionedinthemindsofconsumersasoneofthetopbrandsforfrozendessert.Itisnewer
tothemarketsopeopleareunfamiliarwiththeTalentibrandanddonothaveastrongconnectiontothe
company.
KeyInsights
Consumersinourtargetmarketappreciatecreative,gourmetflavors.Theyaremorewillingtochooseproducts
whoseflavorsstandoutfromcompetitorsandaremadewithquality,uniqueingredients.
BrandPromise
WanderCreativewillpositionTalentiinthemindsofconsumersastheleadinggelatointermsofqualityexotic
ingredientsthatproducedeliciousflavors.

13. TheBigIdea
DeliciousDestinations
13

14. CreativeStrategy
14
CreativeStrategy
Copywriting
ArtDirection
WanderCreativewillcombineprintanddigitaladvertisementstospreadTalenti’slatestcampaign“Delicious
Destinations.”OuradvertisementsfocusontheoriginsofingredientsthatmakeTalentiuniqueanddecadent.
TheysuggestthatyoucantastetheworldsimplywithaspoonandapintofTalentiinhand.
OuradsfocusonthedestinationsthattheingredientsthatareusedinTalenticomefrom.Theyfeature
departureboardswiththeTalentiflavorsandtheirorigins,airports,planes,passportsandmaps.Our
televisioncommercialshowcasesoneofourbrandactivationsbyshowingTalentibeinggivenoutonaflight.
EachadvertisementfeaturesTalenti’sproductand/orlogo.
Allofouradswillincludetheslogan“DeliciousDestinations”.Thiswillkeepthemessageconsistentthroughout
theadvertisingcampaign.Printandonlineadvertisementswillincludecopythatfocusesontheoriginsofthe
flavor.Thefontswechosefortheprintadsisthefontyouwouldexpecttoseeonadepartureboardatthe
airport.Wepairedthisfontwithalightplayfulfontwhichwillencourageouraudiencetorelaxwhileenjoying
ourproduct.Finally,eachadhasacalltoaction,whetheritbeclickingontheadtotakeyoutotheTalenti
websiteordirectingyoutopurchaseTalentiinastore.

15. CreativeExecutions
15

16. CreativeExecutions
Airlinestewardessasksforboarding
ticketandsays“enjoyyourtrip”.
*Relaxingmusicplaysinbackground
Airlinestewardesstellspassangersthatsincethey
areheadedtotheMediterraneanthattheyhavethe
chancetotryTalenti’sMediterraneanMintGelato.
PassangerenjoysajaraTalenti
MediterraneanMintafterenjoyinga
sample.
Uponarrivingatthe“Delicious
Destination”,thepassangerleavesthe
airportwithTalentiGelatoinhand.16

17. CreativeExecutions
17
DirectMail
OnlineLeaderboard
Thisonlineleaderboardadvertisments
isinteractive.Whentheuserrollstheir
computermouseoveranyofthetan
circlestheairplanewillbeginheadingin
thatdirectionandlandonthecircle.
ThiswillthendisplaywhichTalenti
Gelatocomesfromthatdestination.
OnlineMediumRectangle

18. CreativeTesting
Aftertestingouradsinthetargetmarket,WanderCreativereceivedresponses
thatreinforcedapositiveperceptionofourbigidea"DeliciousDestinations”.
Wefoundthatofthepeoplethatwereexposedtoourmessage,theyexpressed
thatTalentiappearedasaluxurytreat.Wordsliketravel,exoticandunique
wereusedoftenwhenaskedwhatconsumersthoughtofthebrand.
“Talentiseemsexpensiveandsophisticated-it’satreat
thatyoucan’thaveeveryday.”
“Ireallyliketheconcept.IwouldguessthatTalentiisaiming
forgelatothatisn’tflavoredbyartificialingredients.”
“TheadsmakemefeellikeTalentiwouldtakemeona
destinationvacation;likeit’sayummy,exotictreat."
18

19. TargetMarket
GeographicScopeandMessageWeight
ReachandFrequency,andContinuinty
Dimensions
Thiscampaignwillhaveaneffectivereachof80%andaneffectivefrequencyof4.Ourcam-
paignwillfollowapulsingschedulewithcontinuousadvertisingthroughouttheyearandan
increaseinadsduringcertaintimeperiods.Exposurewillbeincreasedduringthemonthsof
April-SeptemberandNovember-January.Thesummermonthsiswhenicecreamssalesare
thehighestastheweatheristhewarmest.Wewillalsorunadvertisementsduringtheholiday
TelevisionAdvertisments:30 secondcommercial
Print:1FullColorPagewithBleed
Internet:728x90 pixelLeaderboardand
300x250 pixelMediumRectangle
DirectMail:8”x4”
Ourtargetmarketismenandwomenages25to34yearsold.Wearefocusingon
hardworkingindividualswhoarefinanciallystable.Theyliveagenerallyhealthy
lifestylebutdonotwanttomissoutwhenitcomestodessert.These
individualstendtostrayawayfromtraditionalflavorsandtakeprideintheiruniquepalate.Wewillreachour
targetmarketbyusingavarietyofmediaincludingprintandonlineadvertisements,televisioncommercialsand
directmail.
Sinceourtargetaudienceisspreadthroughoutthecountry,ourcampaignwillbenational.
Whiletherewillbeaconsistentamountofexposureforthiscampaignacrossthecountry,
majorcitiesinthenationwillreceiveaheavierexposuretoouradvertising.
MediaObjectives&Strategy
19

20. MediaMix-Magazines
20
PeopleStylewatchisamagazinethatprovidesasourceofentertainmentand
celebritynewsonanythingrelatedtostyletrendsfortheseason.PeopleStylewatch
willconnecttheconsumertothecelebritiesthelookuptoandkeepthemin-style.
ElleDécorisaninformationmagazinethatprovidesanarrayofinformationand
ideasonhowtodecorateanddesignahouse,room,furnitureandevenhowtomakeover
partsofyourhome.Thismagazinewillreachourtargetaudiencewhoarebuyingtheir
firstorsecondhomesandstimulatetheirimaginationwhichiswhatwewantforthis
campaign.
GQisamen'smagazinethatprovidesstyleadviceandtips,entertainment,popculture
news,andinterviewswithinfluentialmen.Thismagazinewillsuccessfullyreachthemenin
ourtargetaudienceandpersuadethemtobuyTalenti.
Allrecipesisacookingmagazinethatallpassionatecookersenjoytofindnew
recipes.Ithasanarrayofrecipesrangingfrommaindishes,desserts,healthy,and
slowcookermealsmakingiteasytospiceupyourdish.

21. MediaMix-Television
21
TheAMC’sWalkingDeadisahorrordramaseriesbasedonamanwhoawakensfrom
acomatoconfrontapost-apocalypticworldoverrunbyzombies.ThisTVseriesis
oneofthemosttalkedaboutshowsamongstourtargetaudience,withoneofthe
highestratings.
Fox’sFamilyGuyisanadultanimatedsitcomthatfeaturesafamilyknownasthe
Griffins.Thislight-heartedcomedyappealstoawiderangeofpeoplewhowillbe
reachedthroughadvertisementsandincreaseTalenti’sbrandawareness.
GoodMorningAmericaisashowthatreportsthemorningnews.Theshow
interviewsrelevantpeopleandreportsimportanttopicsintheheadlinesevery
morning.ManypeopletuneintoGoodMorningAmericabeforetheycommuteto
work,soouradvertisementswillreachourtargetaudiencenationally.
FoodNetworkisacableandsatelitetelevisionchannel.Itisavaliabletoapproximately
83.3%ofhouseholdswithTVintheUnitedStates.Programmingincludes,CupcakeWars,
ChoppedandIronChefAmerica.Asourtargetmarketisinterestedingourmetfoodsthey
willwatchFoodNetowrkandthereforebeexposedtoouradvertisements.
NavalCriminalInvestigativeService(NCIS)isCBS’highest
ratedandmostwatchedshowtodate.Itisadramaseries
thatfollowsaniconicNavalinvestigativeteam.Advertising
duringthisshowwillallowTalentigelatotobewidely
exposedtothetargetmarket.

22. MediaMix-Internet
22
Expediaisyourgotowebsitewhenitcomestobookingany
travelplansyoumayhavefromflights,hotel,carrentals,and
vacationpackages.Thisplatformwillallowustoreachourtarget
audiencewhohaswanderlustandwantstovisita“delicious
destination.”
WeatherChannelisareliablesourceforcheckingtheweatherallaroundtheworld.Peopleofall
agesusethistrustworthysource,thusourtargetaudiencewillmostcertaintybereached.Thereisa
chancethatmostpeoplewhoarebookingatriptoa“deliciousdestination”willwanttocheckthe
weatherforthedatestheyplanongoing.
Guardianisthe“world’sleadingliberalvoice”websitethatreportsonthelatestUSnews,world
news,sports,business,opinion,andreviews.SeeingasmanypeopleseektotheGuardianfor
thelastestnews,wearelikelytoreachourtargetaudiencewhoareactivemembersofsociety
andseekthelatestinformation.
Refinery29isthemodernwoman’sguidetolivingastylish,well-roundedlifefromentertainmenttofashion
tohealthandmore.SinceTalentiismadewiththefineringredients,advertisingonRefinery29willallowus
toreachthewomeninourtargetmarketwholiketo indulge.
Timemagazineisaweeklynewsmagazine,publichedinNewYorkCity.TImehastheworld’slargest
circulationofanrewsmagazineandhasareadershipof20millionintheUnitedStates.Itisalsothe11th
mostcirculatedmagazineintheUnitedStatesreceptionroomcircuit.Asourtargetmarketkeepsupwith
newsthisisagoodmediumtoreachthem.
YouTubeisanonlineplatformwhereuserscanupload,shareandviewvideosonanytopic.
Themostpopulartopicsincludemusicandvlogs(videoblogs).YouTubeisacommonplace
wherepeopleenjoymusicduringwork.Bytakingoverthehomepagewewillbeableto
reachalargeportionofourtargetaudience.

23. MediaSchedule
23

24. MediaBudget
24

25. BrandActivation
25
IceCream TruckPromotion
Objective:ToraiseawarenessoftheTalentibrandbygivingpeoplethe
opportunitytotryvariousflavorsandformaconnectionwiththebrand.
Strategy:TheicecreamtruckwilldrivearoundmajorUScitiessuchas
NewYork,Boston,ChicagoandLosAngeles.Thetruckwillarriveineachcityandbestationedinahighfoottrafficareainorder
tocreatethemostbuzz.Customerswillbeabletosamplethevariousflavors.Wewilltellthemtouse#deliciousdestinationson
socialmediasitesinordertoreceiveacouponfor$2offa1pintjarofTalenti.Bycombiningthefoodtruckandsocialmediawe
Objective:TopostionTalentiinthemindsoftheconsumerasanalternativepairingtotraditionaldessertsthat
arenormallyfeaturedontheshow.
Strategy:Inthebeginningroundoftheshow,thecontestswillbechallengedtocreateacupcakethatcanbe
pairedwithvariousTalentiflavors.Thiswillgiveviewersdifferentdessertpairingthattheycanuseintheirown
livesthatrivalthemoretraditionaldessertoptions.
CupcakeWarsCollaboration
You’reabouttotakeyourtastebudson
atriptoTahiti!Homeofthevanillabean!
Talkaboutadeliciousdestination.
Haveasafeflightandenjoy!
-TheTalentiCrew
Notonlyarewebetterthanairline
peanuts,we’rethebest!Hereat
TalentiGelato&Sorbetto,
weusenothingbutthefinestingredients.
FlightswithTalenti
Strategy:PartneringwithEmiratesAirline,wewillpassoutTalentitopassengersonflightsheadedtotheplaces
wheretheingredientsarefrom.Forexample,onflightsheadedtoTahitipassengerswillbeabletotryTahitian
Vanilla.ThiswillreinforceourmessagethattheingredientsthatgointoTalentiarethefinestnaturalingredients.
Objective:ToreinforcetheconnectionbetweenTalentianduniqueingredientsthatgointocreatingTalentiGelato.

26. EvaluationOurthreemaingoalsweretoincreasecomprehensionby80%,convictionby
55%,andsalesby14%.Wepredictthatthroughourcarefullyplannedcampaign
wewillbeabletoreachthesegoals.Belowarechartsandgraphswewillfollow
toachieveourobjectivegoals.
26

27. CreativeBriefBackground
Weuseonlythegoodstuff.Therightstuff.Westartwithfreshmilk,straight
fromthefarm,andfine,purecanesugar–absolutelyneverhigh-fructosecorn
syrup.Wehand-pourthesugarfromlargesacks,blendinthemilkandaddthe
finestingredientssourcedfromallaroundtheworldtocraftour33flavorsof
gelatoandsorbetto.-TalentiGelato
IncreaseconsiderationforandpurchaseofTalentiGelatobythetargetaudience.
Objective
TargetAudience
ConsumerInsight
Ourcustomersvaluequalityingredientsandanexclusivetaste.
KeyMessage
DesiredResponse
CreativeStrategy:TheBigIdea
DeliciousDestinations
WewilltellourtargetaudiencethateatingTalentiGelatocanstimulatetheirsensesbyproviding
themwithallnatural,exoticingredients.
WewantourtargetaudiencetothinkofTalentiGelatoasafrozentreatunlikeanyother.Wewant
themtofeelasthoughtheyareindulgingintheirfavoritedessertwithouthavingtoworryabout
whatisinsidethegelato.Asaresultofthis,wewantthemtobuyourproduct,recommenditto
friendsandfamily,andcontinuetochooseitastheirgo-tofrozentreat.
Ourtargetaudiencewillbebothmenandwomenages25-34,whohavefulltimejobs
andarefinanciallystable.
27

28. 28
FunFact
DigitalMarketing
Oncesufferedfromcronicbrain
freezefromeatingTalentitoofast.
NewRochelle,NY
Sydney,Australia
Capri,Italy
SeaSaltCaramel
SicilianPistachio
Age 20
Junior
IntegratedMarketingCommunications
Minor NutritionPromotion
FunFact
OnceateanentirejarofTalentiGelatio
infiveminutes.
Marketing
Annapolis,MD
London,England
Lugano,Switzerland
CoffeeChocolateChip
ChocolatePeanutButterCup
EmilyBucknall
Age 20
Junior
IntegratedMarketingCommunications
Minor LegalStudies
Stoneham,MA
Advertising
Sydney,Australia
SanJose,CostaRica
Holdstheworldrecordforthefastest
gelatoconsumption.
AmandaRamsey
CarmelCookieCrunch
MediterraneanMint
Age 20
Junior
IntegratedMarketingCommunications
Minor Writing

29. FunFact
EventPlanning
London,England
OncecampedinatWegmansforthe
Talentishipment.
Lancaster,NY
GabrielleReese
Age 20
Junior
IntegratedMarketingCommunications
Minor Spanish
OatmealRaisinCookie
SaltedPeanutCaramel
FunFact
Lactoseintolerant,butwillsufferforTalenti
gelato.
Aruba
Florence,Italy
TomsRiver,NJ
EventPlanning
FudgeBrownie
CaramelCookieCrunch
KellyRogus
Age 19
Sophmore
IntegratedMarketingCommunications
Minor Psychology
29

30. EndNotesCFR-CodeofFederalRegulationsTitle21.(n.d.).RetrievedDecember4,2015,from
http://www.accessdata.fda.gov/scripts/cdrh/cfdocs/cfcfr/cfrsearch.cfm?fr=135.110
Google.(n.d.).DailyinternetusagerateintheUnitedStatesin2014,byagegroup.InStatista-
TheStatisticsPortal.RetrievedDecember04,2015,from
http://www.statista.com/statistics/348247/daily-internet-usage-age-group-united-states/
McCarthy,J.(n.d.).Häagen-Dazsaimsforhonestywith‘RealEmotions’adcampaign
featuringrealcouples.RetrievedDecember4,2015,from
http://www.thedrum.com/news/2014/08/12/h-agen-dazs-aims-honesty-real-emotions-ad-campaign-featur
ing-real-couples
TalentiGelatoeSorbetto|Gelato,GelatoRecipes,Sorbetto,Sorbet,HormoneFree.
(n.d.).RetrievedDecember4,2015,fromhttp://www.talentigelato.com/
Talenti:Gotawholegelatolove.(2014,October9).RetrievedDecember4,2015,from
http://fortune.com/2014/10/09/josh-hochschuler-talenti-gelato/
UnileverScoopsUpTalentiGelatoBrand.(n.d.).RetrievedDecember4,2015,from
http://adage.com/article/cmo-strategy/unilever-scoops-talenti-gelato-brand/296053/
Yahoo.(n.d.).Consumers'favoriteicecreamflavorsintheUnitedStatesin2014.InStatista-
TheStatisticsPortal.RetrievedDecember04,2015,from
http://www.statista.com/statistics/268348/us-citizens-favorite-ice-cream-flavors/.
30