Trusweets

Developed by: Charlotte Weller, Isabel Sirvent, Ben Rifken, Lindsey DeLuca and Jourdan Barnett - October 20, 2014
1TRUSWEETS - BRANDED ENTERTAINMENT
Branding Plan 2014

About Us
Charlotte Weller is a senior at Columbia College Chicago graduating
in May with a degree in Marketing and a minor in Creative
Advertising. In her degree she would like to become a storyteller in
branding or creative marketing at a company atmosphere pioneering
in environmental or conservation of community. While pursuing her
degree is usually number one Charlotte spends her 5am mornings
training for half marathons and chasing the sunrise. Charlotte is the
authentic adventure seeker who is always after Information for Brand
Outline - Charlotte Contact: weller.char@gmail.com
Lindsey DeLuca, Media Management 15’.While at Columbia Lindsey
has focused on classes not just in Media Management but in Music
Business as well as Live and Performing Arts. Lindsey has interned for
Celebrity Hotspots helping manage social media platforms for the
company as well as research and write blog posts for their website.
Other than spending time with friends and family in her free time
Lindsey is teaching herself how to play guitar and piano. Her musical
interest started with violin lessons in grade school and she continued to
play throughout high school. After receiving her Bachelors degree she
plans to work in social media and explore options in the Music Industry.
Lindsey also has interest to further her knowledge in Arts Management
by attending Graduate school at Columbia College.

My name is Jourdan Barnett and I am Television
major for writing and producing. I love to draw
cartoons, create and write stories, explore around the
city, take pictures, eating and drinking (responsibly). I
am also a pescetarian. I feel that this project is a great
challenge that pushes me to networking more and
collaborating ideas with my team. I feel that we are
determined and prepared to sell our ideas to our
client.
Isabel Sirvent is an International Student from Spain;
Marketing and Management Communication Major at
Columbia College Chicago and will be graduating in
Spring 2015. She plans on working towards account/
strategy fields in business marketing. Isabel is a food
freak, fitness fanatic and dreams to travel the whole
world one day. As an adventures traveler that always
finds the way to explore new places around the world,
you can find her at www.isabelsirvent.com.
Feel free to contact her. Gracias - Isabel

Hey, my name is Ben Rifken, and I’m a Television
currently in my third year at Columbia College. In
that time I’ve had the opportunity to produce, direct
and edit a variety of videos for the web including
commercials, wedding videos, and music videos. I’ve
also started my own production company that’s in its
second year of operation. I’m really looking forward
to producing this ad for TruSweets! I was lucky
enough to get a great team full of hard working,
dedicated students. Can’t wait to see what we come
up with!

Table of Contents
 
6 - About TruSweets
7 - Market Analysis
8 - Big Idea & Branding Goal
9 - Brand Analysis
10 - Product
11 - Brand personality
12 - SWOT Analysis
13 - Audience
14 - Sales/Positioning
15-16 Competitors Analysis
17 - Positioning Between Competitors
18 - Current Retail Distribution
19 - Mood Board
20 - Branding Plan
21-22 Distribution plan
23-31 Scripts
23-25 CEO
26-28 Play date
29-31 Groceries
32-41 StoryBoards
32-34 CEO
35-37 Play date
38-41 Groceries

About TruSweets
TruSweets History
2008
• Bert Cohen, natural foods devotee, acquires Surf Sweets to create a candy
contradiction.
2011
• The company introduced candy canes to Whole Foods.
2012
• Restate to TruJoy Sweets brand and new packaging.
2013
• Became a member of 1% for the Planet
• Expanded Surf Sweets line to include organic watermelon and peach rings
• Introduced TruJoy Sweets organic Fruit Chews
2014
• Introduced TruJoy Sweets Choco Chews.
• Surf Sweets brand and packaging restate.

The idea of organic candy was developed around October 2008 in the U.S.
Now Europe and Mexico have started to develop a new market with this concept.
Throughout our research, we saw that organic candy is not as outstanding as
other candies.
The chart above illustrates the diversity of candies in the U.S.
Our conclusion with this concept is that we haven’t found out an organic
gummy bears market search.
But there is a really popular concepts between candy and organic.
Having organic chocolate candy as the most celeb with 100% of popularity
which means that there is a market out there that actually buys organic candy.
The question is how to market other audiences with an unfamiliar candy. 
Market Analysis
Organic Candy in the U.S

Big Idea & Branding Goal
Big Idea is to have our target audiences understand that health, organic,
and natural do not mean the image needs to be perceived that they
taste bad. To help others understand why choosing SurfSweets
natural and organic can be a healthier alternative because of the use
of fruit juice, natural sugar, and nutrients with still being a candy
but made organically with an amazing taste.
Branding Goal is to have our target audience broaden to more then just
mom’s but parents of healthy active lifestyle. We want to continue
to educate on the naturally good taste SurfSweets. To inform and
educate we will be using fun humor along with facts of the product
within a YouTube video concept.

Brand Analysis
Vision & Mission
They are a socially responsible company dedicated to make life sweeter by producing the world’s most ﬂavorful sweet
treats using organic ingredients. They donate a minimum of 1% of sales from their products to a number of organizations that
support environmental causes.
Healthy Child Empower parents to take action to protect children from harmful chemicals
heathychild.org
Sustainable Surf Promotes environmental awareness through the
growth of a sustainable minded surf culture.
Sustainablesurf.org
Climate Cycle Inspires passionate dedicated students
from the Chicagoland area to green our world
Climatecycle.org
Rozalia Projects Mission of developing real world solutions to our ocean
pollution problems through innovation and education
Rozaliaproject.org

Product
Brand Surf Sweets
Quality
Use the highest quality ingredients while practicing transparent and
authentic labeling
Innovation
Focus on creating fun, innovative and great tasting natural and organic
confections
Relationships
Create and sustain long-term relationships with customers,vendors and
partners.
All Natural & Organic Gummy Candy
Organic Jelly Beans
Creating the world’s most ﬂavored candy made with organic fruit juice and sweeteners
and free of the ten most common allergies.

Brand Personality
Surf Sweets
❖ Caring, honest, genuine, authentic, not boring.
❖ Outgoing, conﬁdent small company vibe (not strange or odd)
-Marketing to moms for kids
❖ Fun, active, lively, optimistic, whimsical, not too juvenile
 
Team TruSweets

SWOT Analysis
Strengths, Weaknesses, Opportunities and Threats
Strengths Weaknesses Opportunities Threats
Taste Taste may be perceived as
cardboard like
Stretching beyond the organic
normal
Organic candy has a stigma
Quality Ingredients The word “organic” Bringing humor to the light of the
words healthy and organic
The packaging is plastic
Vitamin C Other brands coming into mix To outstretch to a different minded
demographics
Bigger candy companies
Allergy Friendly Demand Promotional marketing (handing it
out schools)
Video presence already
Vegan & Vegetarian Perception You can make life more then
“sweet”
Made in the US Can it compete with regularly
ﬂavored candy
Digital- applications

Target Audience
Demographic & Psychographics
Parents with Children age 3-13 — Parents for kids
❖ Caring, honest, genuine, authentic, not boring.
❖ Outgoing and conﬁdent
❖ Fun, active, lively, optimistic, whimsical, not too juvenile
Segmentation
❖ Fun for kids, clean ingredients and tastes great
❖ Free of the top allergies
Messaging Strategy
❖ Make natural fun- Happy Snack!
❖ Kit concept- Kids, Ingredients and Taste

Sales/ Positioning
Surf Sweet Product
❖ Surf Sweets Gummy Bears and Gummy Worms are #1 & #2 in Gummy candy.
❖ Surf Sweets Organic Jelly Beans are #1 Jelly Bean.
❖ Surf Sweets is in demand and driving consistent distribution growth, up 94 points in total distribution.
0
7.5
15
22.5
30
Jelly Beans Gummy Bears Gummy Worms
21
30
25
Surf Sweets Candy

Competition Analysis
Surf Sweets
TruSweets YumEarth Organics Goody Good Stuff Let’s do Organic
Compare Audience Moms for their kids Parents for their kids Parents for their kids Parents for their kids
Compare Message Socially responsible
company dedicated to
make life sweeter by
producing the world’s most
flavorful sweet treats using
organic ingredients.
Treats are made with all-
natural ingredients, no
artificial colors or artificial
dyes, no gluten, no peanut
and no tree-nuts, just
award winning taste.
Goody Good Stuff is an all-
new natural gummy candy
range that is made with a
plant derived bio-gum
technology, which
eliminates the need for
animal-based gelatine,
which most traditional
gummy sweets use.
They believe that
everybody is different and
every body has different
needs, a point that is often
overlooked by
conventional food
companies who cater solely
to “mainstream” customers.
Compare Brand Story Bert Cohen, successful
entrepreneur and natural
foods devotee discovered
Surf Sweets, a brand based
in California that
embodied the active
lifestyle and healthy food
choices that he valued. His
calling from that time on
became clear – to create a
Candy Contradiction with
Surf Sweets.
Two dads with young
children, founded
YumEarth out of their
commitment to feed their
families a
diet rich in delicious
healthful foods free of high
fructose corn syrup and
artificial dyes.
Over the last 15 years, they
have worked to develop a
food technology, which
allows them to remove the
gelatin from gummy sweets
while still producing a
deliciously smooth and
clear consistency. This
makes their product range
the first and only of its
kind in the market. In
addition, they have taken
out all of the artificial
colors and flavors and use
only natural fruit and
vegetable extracts in the
range.
Let’s do organic was born
out of a commitment to
create delicious natural
foods featuring convenient
preparation in step with
busy, health-aware
lifestyles. they’ve travel the
world to taste and evaluate
regional foods, to source
the finest ingredients, and
to partner with the most
reliable farmers, packers
and food artisans to create a
unique range of natural
and organic specialties.

Compare Strengths • Taste
• Quality ingredients
• Vitamin C
• Allergic friendly
• Vegan & Vegetarian
• Made in the U.S
• Made with organic
ingredients
• Vitamin C
• Allergy friendly
• Free of corn syrup
• Many types of flavors
and products (cola
breeze, cherry or sour
gummies)
• Product distribution
• Great Branding
• Organized
• Different type of
products, not only candy
• Organic products
• Options for Vegan
Compare Weaknesses • Taste may be perceived
as cardboard like
• The word “organic”
• Other brands coming
into mix
• Demand
• Perception
• Can it compete with
regularly flavored candy
• Website
• Social Media
• Distribution
• Contact with their
customers
• Vegan options
• Non- GMO
• No certified as organic
• Non-GMO
• No certified as organic
• Free of corn syrup
• Vitamin C
• Made with organic
ingredients
• Non- GMO
• No Vitamin C
• No allergy friendly
Compare Price 100g/ 1 bag $2.10 bag of 40 poops/ $ 7.99 100g/ 1 bag $1.50 100g/ 1 bag $1.75
TruSweets YumEarth Organics Goody Good Stuff Let’s do Organic

Positioning Between Competitors
Non- GMO Veriﬁed
Certiﬁed Organic
Made with Organic
Ingredients
100% RDA Vitamin C
Free of Top 8 Allergies
Free of Corn Syrup
Vegan Options
Country of Origin

Current Distribution
USA Retail
Natural
Grocery
Specialty

MOOD BOARD

Distribution Plan
Goal, Timing and Adwords (Promote your video) Plan
Goal To bring awareness to naturally made candy that is healthier to eat then others without having any of the cardboard
perceptions.
Objectives To bring brand awareness through a viral video of knowledge of products, ﬂavor, and healthier values of
wanting to eat fun treats.
We are planning on having all social media (Twitter, Facebook, Pinterest and blog) have the branded video
exposure. Along with having SurfSweets website to have the video on it as well maybe on the homepage. This
video will also be present on SurfSweets YouTube channel, providing new direct contact to the target audience.
Showing the YouTube media planning page - using $400 or $500 dollars the amount of views SurfSweets can
depend on cost along with customization of who should be viewing it targeting Chicago, mom, dads, parents,
health conscious, etc. going into the speciﬁcs of our audience so that when certain things are searched then
SurfSweets video would appear.

Script
CEO
INT. OFFICE MID DAY
5-8 year-old Todd in suit, glasses with a neat comb-over
sits at a desk. His secretary, Sheryl leans in and tells him
the head of candy engineering has arrived. He gets down from
his chair and walks out of the room. Sheryl leans over to
talk to one of Todd’s board members standing nearby.
SHERYL
He's in a terrible mood today. He's... He's been talking
about cleaning house..
TODD
SHERRYLLL!!!
Sheryl looking frightened, runs off.
Todd enters a small conference room containing a frightened
looking man in a lab coat sitting at a table. Todd walks up
and stands across from the table. A high chair is carried in
by Sheryl, and he is lifted into it. Todd crosses his legs
and locks his fingers. There is about 10 seconds cutting
back and forth between Todd staring at Scientist Jim,
asserting his dominance. Todd holds up a bag filled with
brownish looking morsels labeled “Organi-Candy.” He looks at
the candy then back at Jim.
TODD
...What is this?

Jim starts to explain nervously.
JIM
It.. It's our new crunch sna-
Todd throws the candy across the table and it hits Jim in
the head.
TODD
This sample is atrocious! You think
this is what our shareholders want?
Jim, nervously shifts in his chair, barely making eye
contact with Todd.
JIM
Sir, we have been working very hard,
it's just-
TODD
Jim, Jim, Jim.
Todd snaps his fingers. Sheryl walks over, sets a scotch
glass on the table, fills it with ice, then proceeds to pour
apple juice into it. Todd holds up a bag of Tru Sweets gummy
bears.
TODD 
Did you know that Tru Sweets makes
organic gummy bears with real fruit
juices?
Jim bows his head slightly in shame
JIM Yessir.
Todd walks across the table over to Jim. Standing in front
of him, he holds out a gummy bear to Jim.

TODD
Here. Have one.
Jim politely refuses
JIM
No thank you sir I'm not very hun-
TODD
TRY. ONE. JIM.
Jim, on the verge of tears takes the gummy bear and eats it.
TODD
HOW IS IT JIM? WHAT DOES IT TASTE
LIKE?
JIM
(Almost sobbing) IT'S
DELICIOUS!!
Todd snaps his fingers, and Sheryl lifts him off the table
and sets him on the ground. He proceeds to walk out of the
room. Just before he exits the door, he turns his head
toward Jim.
TODD
Make me something I can sell.
CUT TO LOGO
FADE TO BLACK

Script
Play Date
EXT. SUBURBAN NEIGHBORHOOD MID DAY.
Shots of a nice upper-middle class home in the suburbs with
children playing in the front yard.
INT. KITCHEN MID-DAY
Long shot of five women standing around a kitchen table with
wine glasses in front of them. A couple kids run past the
table, chasing each other. Judy turns to yell at her child.
JUDY
Timothy Joseph no running in the
house! Sorry ladies. Anyway his
school called talking about a bake
sale asking if I would mind baking
brownies... Brownies!!
Camera cuts to shots of other women gasping and shaking
their heads in disapproval, except for one mom, Kelsey who
looks puzzled.
JUDY
So I just kept him home from school
that day. He doesn’t need to be
around that much sugar.
CAROL
You know what Tyler asked me when I
was packing his lunch? If he could
have chocolate for dessert.
Chocolate! Does he not see that I

already pack desert for him?!
Carol pulls an uncooked head of broccoli from a brown paper
bag and drops it on the table. Kelsey's eyes widen.
ABBY
You know Carol, you should get him
on the ‘green tea and tree leaves
diet.’ I started Jeffery on it two
weeks ago he loves it. You give ‘em
green tea and a head of lettuce.
Absolutely love it.
JUDY
I heard that was a good one!
Kelsey looks amused as she pours herself more wine. Karen
leans in excitedly and speaks as if she's telling a
scandalous secret.
KAREN
I just started Ronny on kale and he
loooves it.
Just then Ronny approaches Karen at the kitchen table
RONNY
Mom, I'm hungry
Karen reaches into her purse and pulls out two huge leaves
of kale and hands them to Ronny
KAREN
Here you go sweetheart.
Karen turns back to the group smiling, in the background
Ronny walks away irritated, throwing the kale in the trash
as he leaves the room.
KAREN

Loves it.
Kelsey's son, Aaron runs into the room and over to Kelsey
smiling. She gives him a bag of TruSweets gummy bears and
kisses him on the head. Aaron runs out of the room. The rest
of the mothers are gaping in awe.
AARON
Thanks mom!
Kelsey looks around the table at the shocked mothers as she
opens her own bag of gummy bears.
KAREN
What? They're made with organic
ingredients and real fruit juice. Also they're really good!
She takes a gummy worm and lightly bops Carols nose with it,
as if she is playing with an infant.
KAREN Boop!
Long shot of the table. Jeffrey chases Timothy through the
kitchen, leaves of lettuce sticking out of his pockets. He
trips. As he falls on the ground, flower petals explode out
from his mouth as he pukes green all over the kitchen floor.

Script
Groceries
Int. grocery store mid-day. A mother her son walk down the
isles pushing a shopping cart. They stop in the candy
section, and the mother pauses. She stares in disbelief at
the TruSweets package as her child weighs out vegetables.
Mother:*lets out excited yell*
Son puts down the vegetables, looking horrified. The mother
sees his look of disapproval and slaps her hand over her
mouth, as she holds up the bag of Tru Sweets.
LITTLE JOHNNY
*Hushed, aggressive tone* Mother We.
Are. In. Public.
Mother uncups her mouth and kneels down next to little
Johnny.
MOTHER
*Speaking very quickly* but they're
gummy bears. They look so good can I
buy these for you please please
please?
LITTLE JOHNNY
Mother you know we don't buy gummy

bears, they're full of chemicals.
MOTHER
But they're organic and they're made
with fruit juice and they're so soft
johnny feel how soft
Other shoppers in the store look over. One woman shopper
cranes her neck to see whats going on. Her child pushes her
from behind to get her to ignore the commotion.
JOHNNNY
Sssssssshhhhhhhhhhhhhhp
Johnny swings his arm to a hault like a conductor silencing
an orchestra.
MOTHER *PAUSES FOR A MOMENT*
But look at the colors of -
JOHNNY
*hushed and angry talking through
his teeth* Mother you are
embarrassing me
MOTHER
Can we just get a couple bags,
Billy's mom got 3 bags, pl -
JOHNNY
Alright can you do me a favor? If we
get the gummies will you agree to

shut up for the rest of this trip?
MOTHER
*excitedly smiling and nodding head*
Johnny whacks his mom lightly in the head with a bushel of
leafy lettuce, then turns around, tosses the lettuce in the
shopping cart and begins pushing it out of frame. A moment
later, his mom excitedly follows him and tosses the bag of
gummies into the cart, but before they land johnny smacks
them onto the ground.
MOTHER
*frustrated tone* Uhh. Johnny...
Both walk out of the frame. Transition to product logo &
animation.
CUT TO BLACK.

StoryBoard
CEO

StoryBoard
Play Date

StoryBoard
Groceries

Trusweets

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