Full brand analysis and Campaign creation

1. Advertising Workshop Plan Book
V8 + Energy
Mackenzie Stevens
Nicholas Mathis
Oren Daniels
Eric Kahl

2. Case:
Our objective was to create an integrated advertising campaign for the 2016 Collegiate
Effie Award Project. The selected client was V8+Energy. Our given goal was to target
millennial parents 25-35 that have young children between 6 months & 3 years old to try
V8+Energy by convincing them that there is an energy drink from V8 that works and is
healthy & delicious. Our perimeters included a $4 million budget over a 6 month
timeframe with focus on sampling, experimental while also utilizing all media channels.
Brief History:
Campbell's is an American producer of ​canned soups​ and related products sold in 120
countries around the world that divides itself into three divisions: 1. the simple meals
division, which consists largely of soups both condensed and ready-to-serve; 2. the
baked snacks division, which consists of ​Pepperidge Farm​; 3. The health beverage
division, which includes V8 juices.
W.G. Peacock found New England Products Company, selling individual vegetable
juices. With lacking success, he mixed eight different juices together to create
“Vege-min 8.” The name was shortened to “V8” and was acquired by Campbell’s in
1948.
Current size:
Campbell’s Beverage division made $1,134 million in 2015 in terms of Net Sales
Growth/Decline over time: ​There has been a general​ ​decline in sales recently
amounting to a net loss of 5.3 %percent in the last two years. ($1,198 million in 2013 to
$1,134 million in 2015 in terms of Net sales) This decline has been ongoing for the last
five years, starting in 2010 and has continued to decline approximately 10% since.

3. Product Mix: ​V8 Veggies Blends, V8 Energy, V8 Vegetable Juice, V8 V-Fusion, V8
Infused Water
Corporate Partnerships: ​Produce for Better Health Foundation, Campbell’s Soup

4. Competitors
RED BULL:​Red Bull is an ​energy drink​ sold by
Austrian​ company ​Red Bull GmbH​, created in
1987
Growth/current size
created in 1987
Red Bull – The original, launched in 1997, Red Bull enjoys about 43% of the market
(time mag 05/11/2015)
+ 5.9 Billion can​s sold (2015)
A total of 5.957 billion cans of Red Bull were sold worldwide in 2015, representing an
increase of 6.1% against 2014. Taking into account price and currency fluctuations,
company turnover even witnessed a 15.5% increase from EUR 5.110 billion to EUR
5.903 billion. The main reasons for such positive figures include outstanding sales in the
Red Bull markets in Turkey (+25%), South Africa (+19%), Saudi Arabia (+19%), India
(+18%), Poland (+18%) and Germany (+16%), a price increase in the USA, the weaker
euro exchange rate, efficient cost management and ongoing brand investment.
Monster Energy:
2015 Third Quarter
Gross sales for the 2015 third quarter increased 16.8
percent to $862.4 million from $738.1 million in the same
period last year. Net sales for the 2015 third quarter
increased 19.0 percent to $756.6 million from $636.0
million in the same period last year. Unfavorable
currency exchange rates had the effect of reducing gross
sales by approximately $34.1 million and net sales by
approximately $28.6 million in the 2015 third quarter.
Net income for the 2015 third quarter increased 43.6 percent to $174.6 million from
$121.6 million in the same quarter last year. Net income per diluted share increased
20.2 percent to $0.84, from $0.70 in the 2014 comparable quarter.
Net sales for the Company's Finished Products segment for the 2015 third quarter
increased 15.5 percent to $686.7 million from$594.3 million for the same period in 2014.
Monster – A 39% market share. The company clearly hopes to surpass Red Bull with
Coke’s help, though Monster executives noted in their earnings call last week that both
Red Bull and Rockstar have gained share recently. (time mag 05/11/2015

5. SWOT Analysis/Map
Demographics:
Majority Consumer: The V8+ Energy line is a female dominant market (Men: 28.2 % of
men drink v8 fusion. Women: 71.8% of women drink v8 fusion)
Age: The target age range from 25-35 Millennial parents (specifically with children)
Occupation and Income:
Occupation: Professional and related occupation: 13.4%
Occupation: Management, business and financial operations: 8.4%
Occupation: Sales and Office occupation: 15.9%
Median Household Income: 75,000-149,000: 30.7%

6. Social Media:
BRAND FACEBOOK TWITTER INSTAGRAM PINTEREST
V8 435,175
likes
8,030
followers
4,613 followers 74 followers
REDBULL 45.26 million
likes
2.13 million
followers
4.6 million
followers
15,400
followers
MONSTER 24.25 million
likes
3.08 million
followers
3 million
followers
7,610 followers
STARBUCKS 36.14 million
likes
1.7 million
followers
1.7 million
followers
248,200
followers
CAMPBELL’S 508,964
likes
6, 190
followers
6,049 followers 275,000
followers
*As of April 25, 2016
Through their social media channels, V8 maintains a steady presence. The table above
shows the top three social media channels under the V8 brand. The counts and
interaction for V8 are modest for its size. There is a slight presence online with a large
Facebook following, but much smaller audiences on other platforms. Facebook boast a
large and varied demographic V8 is fully taking advantage of. On Twitter and Instagram,
the brand does not maintain as of a strong presence often cross-posting the same
content. The V8 brand also hosts a Tumblr and Pinterest page. These two are the most
lacking, falling out of the general demographic for the brand.
All of these channels have room for improvement. V8 has a comparable following to
other brands, and should invest to improve its online presence. It is trailing behind its
parent brand, Campbell’s, on the same channels and should take measures to attempt
to close this gap. In terms of numbers, V8 has a similar audience to Campbell’s, but
lags far behind other competing brands.
This gap of millions of followers will not be closed quickly, but the investing in social
media is necessary to prepare for the future of V8. Redbull, Monster, and Starbucks
maintain an enormous share of the market and have proportionally invested in social
media as an avenue for brand recognition. V8 already has similar results, and must
continue as the V8 modernizes.

7. Perceptual Map:
Target Audience Discussion:
We found different psychographics in Millennial parents. They are working parents,
trying to balance a family life, work life and their health everyday.
Working parents merely want an efficient source of caffeine to help with a negative
impact on their health. Our target is focused on what goes into their bodies from a
nutritional standpoint. The average millennial is constantly on the go and doesn't have
time for their full servings of fruits and vegetables. With balancing kids, life and health
it’s hard to for them to juggle. V8+energy can offer them their full serving of fruits and
vegetables and a more natural boost of energy to get them through their day.
Positioning Statement:
There is a negative connotation associated with energy drinks amongst our target.
V8 will re-introduce itself to this generation. Not only is V8 healthy but invigorating for
the modern Millennial.
Media Tactics Rational:
People perceive V8 as a healthy tomato drink, unaware of it other brand options. This
advertising focuses on bringing the consumer’s attention to the products V8 offers

8. specifically V8+Energy. A major benefit for the consumer is the low sugar content the
product offers. The print advertising showcases this by comparing the difference
between V8 and similar products. Sampling and live-event sponsorship goes to
contribute to the connection of the V8 brand and the human well-being it stands for. A
direct method of interacting with the consumer to build current brand recognition aligns
with the campaign objectives.
Creative Strategy:
The campaign aims to boost product sales by 3-5% in the 6-month campaign period,
increase social media interactions by 3-5% in the campaign period and increase brand
recall in focus groups by 10%.
The first objective is to familiarize V8 Energy with our target market through sampling.
Our print executions will increase overall exposure of the brand image.
Objectives:
After analyzing the product and the target market we wanted to know more about how
the active hard working parent goes about their day, and what they use for extra energy.
We were particularly interested in how often the consumer exercises and what they put
into their body.
Ethnography:
We visited several different stores including Jewel Osco, Walmart, Target, and
Walgreens. There was a reoccurring theme we struggled with throughout the hunt for
V8 + Energy. Do we look for V8+ Energy in the juice aisle, or the energy drink aisle?
Some stores such as Walmart were easy to locate, however Target made it difficult to
track the V8 +energy down. V8 can be found in the juice aisle, so does that make it a
juice? However it claims to be an energy drink, so wouldn't it make sense to have it
placed alongside other energy drinks? V8 needs to make a stand on what V8+ Energy
is. Is it a juice, or is it an energy drink?

9. Qualitative Research:
We conducted one on one interviews for our qualitative research as well as a survey
that could be filled out online. We reached out to individuals that best fit our target
market for their thoughts regarding energy drinks. Our research showed that for
millennials, the amount of sugar in energy drinks and the word “energy” itself is a huge
reason why our target market has a negative connotation about energy drinks and why
they wouldn’t consider drinking or purchasing them. After noticing this common trend in
health conscious, active individuals we came up with the campaign idea “Boost your
knowledge”
Quantitative Research: ​ We conduct consumer surveys and questionnaires through
one on one, phone, facebook, and email. Our goal was to get as many people as we
could that fit our 25-34 age range to answer our simple 8 question survey about what
kind of caffeine they consume and if they have ever heard of V8+Energy.

10. V8 “Boost Your Knowledge” Campaign:
After one on one interviews, and interactive polls we have discovered that our target
audience of men and women age 25-34 who have children are scared of the term
“energy”. Our demographic is too old to consider monster or redbull as a source of
energy because of the high caffeine and sugar content. From our surveys we gathered
that the average target audience is concerned about nutrition. They are more focused
on what goes into there body and the nutritional content behind it. The average
millennial is constantly on the go, and doesn't have time to get a full serving of fruits and
vegetables. With balancing kids, life and health it’s hard to make sure you're getting the
best. V8+energy gives you the best of both world. It’s a full serving of fruits and
vegetables and a natural boost of energy that gets you through your day.
Our goal for our “Boost Your Knowledge” campaign is to increase our audience's
awareness of the brand by 5%. We plan to boost our sales 3-5%. We will do so by
monitoring social media for brand perception as well watch for increase impressions. V8
is not known to a younger generation. With a 6 month campaign we should be able to
reach our goal of sales and brand awareness increase. Based on the field research
conducted; in which we held a total of 15 one-on-one interviews and several focus
groups we came to the conclusion that the term “energy drink” had a negative
connotation to millennial parents. From our field research we also came to the
conclusion that people tend to focus most on the sugar and caloric content of beverages
during their purchasing and consumption decision making process thus allowing us to
push the low sugar and caloric content for our Ad campaign strategy.
After completing the ethnography in 5 separate grocery stores located around the
Chicagoland area along with asking questions involving experimentation, we came to
the conclusion that shoppers are much more likely to sample a product rather than buy
the product without knowledge of how it tastes; leading us to introduce sampling tables
at local supermarkets.
Concept 1: Initial taste/experiential marketing
The first objective is to familiarize V8+Energy with our target market through sampling.
Our core target has an “active lifestyle” therefore we will participate through event
sponsorship on-site at select marathons in the targeted cities.

11. (5k,10k & 21k) Atlanta, Dallas Chicago, Phoenix, Boston, New York). A total of 108
marathons will be sponsored within the six months around all cities stated.
Additionally there will be sampling paired with featured end-caps in the major grocery
stores in the designated cities for the first 3 consecutive months, in order to produce
maximum exposure during the initial launch of the campaign. Trial is imperative for our
target in this cluttered beverage category.
Concept 2: Print Ad and Guerrilla Advertisement
Our print executions will increase overall exposure of the brand image. The most ideal
way to achieve this is through classic print and guerilla advertisement. Print will be
featured in People, Home Service & Entertainment weekly magazines. These
publications were selected based upon our core demographic. These print ads would be
designed to inform the consumer about the low sugar and caloric content of v8+energy
while pushing v8 energy as the “active lifestyle alternative” to coffee and classic energy
drinks. Along with print ads, we will place guerilla advertisements in the major cities
previously stated. These guerilla advertisements will be put around major commuting
areas e.g. bus and train locations around the designated cities, as many millennial
parents use public transportation. All advertisements will be informing the consumer
about the benefits are product has compared to our competitors.
Concept 3: Social Media Campaign
Our social media targeting goal is to increase overall follower count and social media
awareness of our core demographic. We plan to increase our impressions, interactions
and follower count by 5% on Facebook Instagram, and Twitter. Through focus on
content, promotion and outreach, we plan to execute by increasing overall frequency of
postings, and company to consumer interactions (i.e replying to the consumer through
these social media platforms) thus improving overall brand impression and familiarity
amongst our core demographic.
Budget Allocations
With our four million dollar budget we primarily wanted to focus on in store sampling and
on site advertising. Over the course of the last six-eight weeks of the campaign we will
be in grocery stores sampling our product in major cities of the south-east and midwest.
The sampling budget was a total of 1.2 mill alone. Depending on how much and how
many marathons are available for sponsorship we delegated 600,000-800,000$.

12. Similar to the sampling locations, we primarily want to target the half marathons along
the south-east and midwest. A major competitive advantage will also come from the use
of end caps displays which we plan to use throughout five stores for one week running
us any where from 7.5k-10k$. Rather than focusing on commercial advertising, we
chose to display our truth campaign scare tactic print ad. The ad will be visible along
mainly subway and transit systems for the extent of the six month campaign costing us
around 200,000$. In total we used about three million out of four million including
overhead costs which were 20%.
Campaign Evaluation:
The campaign aims to boost product sales by 3-5% in the 6 month campaign period,
increase social media interactions by 3-5% in the campaign period and increase brand
recall in focus groups by 10%. Success will be determined by comparing sales numbers
before the campaign, sales numbers (tracked monthly) throughout the 6 month
campaign in addition to six months after the conclusion of the campaign.
The public Campbell’s budget provides a preliminary mark for sales numbers. By
monitoring product sales month by month during the campaign and sales at the end of
the campaign, a proper assessment can be reached.
V8 social media channels will be measured before, during, and after the six month
campaign period and one year after the start of the campaign will determine online
advertising success. Impressions on the V8 website, Facebook page, Instagram, and
Twitter will serve as the benchmark with interactions and viewing length monitored to
elaborate on the digital footprint of the consumers and of V8.
Focus group testing will determine the success of the change in brand perception.
Focus groups before the campaign ensure the weak points of the brand are being
addressed during the campaign period and will serve as a preliminary benchmark.
Testing will focus on the perception and awareness of the V8 to the primary
demographic, that the consumer has a clear idea of the V8 brand and its current
products. Focus group test after the six month campaign period, and one year after the
beginning of the campaign period will measure the success of the advertising campaign
in these terms.

13. Campaign Outcomes:
Positive changes in this campaign include gaining market share of the caffeine drink
market, bringing brand awareness to consumer perceptions, and boosting the social
media platforms V8 maintains. After the six month period, the campaign can expand
from regional coverage of the selected cities to a national level if successful.
Risks of the campaign include the advertising campaign having no effect on consumers,
or consumers developing a negative outlook on the product as an “energy drink.” V8
could still be associated with an older generation if the campaign is not successful in
changing the V8 brand perception toward Millennials. Consumers could steer away from
the caffeine market altogether, as a negative consequence of the information used in
the campaign.