3. Jake Landmesser
Line Cook - Media Specialist
3

4. Ian Kerr
Expediter - Account Manager
4

5. Jean Scanlan
Lead Bartender - Social Media Specialist
5

6. Miles Holenstein
Chef Garde - Creative Director
6

7. Janelle Grace
Chef de Cuisine- Chief Digital Officer
7

8. Henry Grant
Sous Chef/Meat Grinder - Public Relations
8

9. Shelly Maxwell
Head Chef - Public Relations
9

10. Contents ­– The Recipe
The Challenge
Meet the Kitchen
11
2
Research & Key Findings
The Target
The Idea
The Ingredients
Measurement & Timing
12
19
4
5
6
Thinking Ahead 7
10

11. The Challenge
Develop an integrated brand awareness
campaign with a focus on driving sales
in Philadelphia.
Engage with Sipp brand advocates and customers while establishing a
means to continue involvement
Double Sipp’s social following and engagement

12. Research & Key Findings
Our competitors are product focused and
lack a substantial experience or lifestyle
associated with their brand.

13. 10 year decline in sales
-14% since 2004
Shifting consumer preferences
Industry Overview
13

14. Small Batches
Unique Flavors
Artisanal
Natural Ingredients
Shifting COnsumer Tastes
Craft Segment Driving Sales
Corporations buying up Microbreweries
Craft Soda
Craft Beer
14

15. Traditional Soda
Beverage Category
Sparkling Water
15

16. Traditional Soda
Beverage Category
Sparkling Water
16

17. Traditional Soda
Beverage Category
Sparkling Water
17

18. Traditional Soda
Beverage Category
Sparkling Water
18

19. Traditional Soda Sparkling Water
19
Lifestyle
Product Focused
Beverage
Category
Marketing Angle

20. Traditional Soda Sparkling Water
20
Lifestyle
Product Focused
Beverage
Category
Marketing Angle

21. The Target Audience
Young professional women who want
brands they feel connected to and add
value to their lives.

22. Professional Social Personal
22

23. Grace
Age: 32
Location: Philadelphia, PA
Occupation: personal trainer/health and wellness blogger
Hobbies: bikram yoga, youth swim instructor
23

24. The Idea
Taking what we learned and putting it into
words.

25. Energizing Pure
Fresh
Organic Clear
Simple crisp
Refreshing
Environmental
Clean
Invigorating
Happy
Natural
25

26. More Than A Product
It’s a lifestyle
26

27. CuttheShortcuts

28. CuttheShortcutsGet Sipp Done.

29. 29

30. 30

31. The Ingredients
Taking what we learned and putting it into
words.
31

32. Captivate
Content Hub
Digital Display
Street LevelMedia
Influencers
Activate
Social
Events
Cultivate
CSR
Cut the Shortcuts
32

33. Captivate
33

34. Captivate | Content Hub
34

35. Captivate | Content Hub | Blog Extension
35

36. Captivate | Content Hub | Influencers
36

37. Captivate | Content Hub | Influencers
Her Philly
@myasmine
Streets & Stripes
Philadelphia Foodie
37

38. Captivate | Content Hub | Influencers
Cupcake and Cashmere
Career Contessa
Kendi
Lauren Conrad
38

39. Captivate | Digital Display
39

40. Captivate | Digital Display | Banner Ads
40

41. Captivate | Street Level
41

42. Captivate | Street Level | Sponsorships
42

43. Captivate | Street Level | Uber
43

44. Captivate | Media | TV
44

45. Captivate | Media | Print
45

46. Captivate | Media | Out of Home
46

47. Activate
47

48. Activate | Social | Promoted Posts
48

49. Activate | Social | Facebook
49

50. Activate | Social | Instagram
50

51. Activate | Events | Pop-up Kitchen
51

52. Activate | Events | Sipp Maze
52

53. Activate | Events | Swag
53

54. Cultivate | E-Newsletter
54

55. Awareness
Capture
Enagement
CultivateActivate
55

56. We believe in setting goals.
High ones. Just like you do.
These goals can only be achieved with
Strength. Inspiration. Passion. Perseverance.
No Shortcuts.
However, we believe that every goal-reaching woman has a right to
Work hard, Sipp hard.
We believe that everyday mishaps should also include everyday celebrations.
We believe that every moment is an occasion.
An occasion to spend with your friends, your co-workers, or yourself.
Practice and play with a purpose.
Sipp knows you don’t take shortcuts, so we don’t either.
56