1.
Integrated Marketing Communications MKTG-5519-OLE
Leah Blake, Reela Datta, Daniella Fortino, Daniel Lew,
Chantel Petam & Daniela Quintana
The Humber Business School
Reviewed by: Suzanne Ross
Submitted: April 14, 2016

2.
Chiclets Brand Review
Consumers tend to choose gum for its functional uses: as a refreshment, an alternative to
smoking or just to get that candy sugar fix. There are a variety of gum brands available at
retailers across Canada. Cadbury Adams owns Chiclets as well as a number of other brands,
namely Dentyne, Trident and Stride which are the top performing brands in Canada
(Euromonitor, 2015). Chiclets gets its name from the word “ chicle”, a Spanish word for sap
which was translated from the Meso­American term, ”tzitktli”(Candyfunhouse, 2016). Chiclets is
not as well distributed in Canada but it can be found at some retailers, such as Walmart.
Chewing gum is less appealing to the younger generation and analysts have projected a further
decline in sales for the years to come (projected to go down from $489 million CAD in 2015, to
$460 million CAD in 2020) (Euromonitor, 2015), which will be a challenge for the category in
terms of marketing and promotional efforts. Chiclets is a candy gum product that is packaged in
simple, rectangle yellow boxes and have offered a conventional peppermint taste until they
introduced other flavours and sizes. Its prime benefit is the taste, there are no obvious health
benefits offered and the basic appeal is a minty gum made from Chicle (naturally occurring
substance) wrapped in a hard shell (Padgett, ?). This product has been copied by many
manufacturers now that the product has lost its unique offering. The challenge for the brand
ahead is to gain a sizable market share in Canada especially among kids aged 11­17 and
young adults. This can be done using the appropriate mix of integrated media communications
to enhance its image and enable it to become a mainstream brand, readily chosen by
consumers.
Market Background & the Specific Challenge
Market Analysis
● ​The candy production industry in Canada includes a wide variety of confectionery, for
instance hard candies such as breakfast bars; soft candies for like marshmallows and
jelly candy; chewing gum with and without sugar as well as candied nuts and fruits.
Chocolate, ice cream, frozen yogurt or dried nuts snacks are not included in this industry
(Candy Production in Canada Market Research Report, 2015). The gum market
represents a small portion (1% in the total sales to consumers) compared with the rest of
the products related to the confectionery industry (Euromonitor International, 2015).
● ​By 2015, Cadbury Adams Canada has become a principal leader in the gum market with
18% shares of value sales in this category (Euromonitor International, 2015).
● Bubble gum and chewing gum have declined 2% in retail volume and current value
terms (2015) (Euromonitor International, 2015).
● The trend related to flavour is mint in the first place, fruits second, and peppermint in
third place (Euromonitor International, 2015).
1

3.
● Some factors that have caused a decline in gum use are the rise of competing products,
such as mints, dark chocolate, and soft sugar confectionery. In addition, another reason
is the lack of innovations in flavour and packaging and the use of artificial sweeteners
such as aspartame (Euromonitor International, 2015).
● Hershey gum known as Cool Blasts is growing in this market thanks to the innovation of
this product; it is a mint and a gum at the same time (Euromonitor International, 2015).
● Canadian consumers are more aware about healthy options, in the last years consumers
are more interested in consuming natural ingredients, less processed food, low in fat,
lactose, and gluten. As a result, the sales of sugar confectionery are turning to a healthy
concept; they are starting to use natural and healthy ingredients and production process,
for instance the substitution of aspartame by xylitol (Euromonitor International, 2015).
● Health benefits such as delivery of vitamins is using for some emerging brands such as
Vitamingum from Hamilton; as a result, it has created a new segment in the market
(Euromonitor International, 2015).
● Some of the main delivery channels for gum are convenience stores, such as
hypermarkets and supermarkets, discounters, small independent grocers and health
specialist stores (Euromonitor International, 2015).
● To increase the demand in this industry the best alternative is offering nutritional
ingredients and health benefits, for example use the same strategy as mints reduce the
level of sugar, add vitamins, essential metals, and herbal that included energy
(Euromonitor International, 2015).
External Influences on the Market
Economic
● ​Sugar Prices Have Increased
● Value of Euro
○ ​Increased demand for sugar in emerging markets have affected sugar markets
● Oil Prices have Increased
○ When oil prices are high, Brazil has more incentive to produce ethanol and less
sugar
Demographic
● The rise of new middle­class consumers in emerging markets
● The rise of the digital consumer
● Current lack of interest amongst young consumers
Social
● Emphasis on Health
○ Products such as mints and dark chocolate have gained popularity due to their
perceived health benefits
○ Sugar­free gum is gaining popularity due to their link with tooth decay reduction
2

4.
● Customers have become more green­conscious
○ Demand reduce in packaging
Technology
● Product Development has Slowed
○ Companies are focusing on the changing gum flavours and packaging
○ As a result, little to no product development has been made
Consumer Data
● From 2009­2014 the sale of gum struggled, declining every year and dropping by 15%
○ Euromonitor registered a 2% decline in both retail volume terms and current
value terms in 2015 to reach 15,300 tonnes and Canadian sales of $489 million
● According to Technavio, the chewing gum sector should seen a sales increase of 4­7%
per year up to 2019
○ This is mainly due to the fast growing sugar­free segment, which is expected to
become the fastest growing chewing gum segment within the next five years
○ Additionally, the segments energy and all­natural have been introduced to the
market that have contributed to the increase in retail sales
3

5.
Competitive Analysis
Cadbury’s Chiclets’ biggest competitor is Wrigley, with brands such as Juicy Fruit, 5, Hubba
Bubba, Extra, as well as Kraft Food’s Trident. Wrigley secured the majority of market in 2015,
with 49%, while Cadbury reached 47% market share, leaving very little for competitors outside
the two parent companies. Included in the analysis are those brands who touch upon our
intended target market. Trident is the only chewing gum included in the competitive analysis that
lies outside either both Cadbury and Wrigley (Euromonitor International, 2015).
Competitor Description
Juicy Fruit ­ Wrigley (Wm. Wrigley Jr.
Company 2016)
● Over 100 year old Brand
● Affordable price
● Flavourful
● Marketed to youthful consumer (teens)
Hubba Bubba ­ Wrigley (Wm. Wrigley Jr.
Company 2016)
● Fun packaging
● Original and wacky flavours
● Long lasting flavour
● Ideal for blowing bubbles
● Marketed to children and young teens.
Extra ­ Wrigley (Wm. Wrigley Jr. Company
2016)
● Pioneered long­lasting flavour
● Wide breadth to product line
● First gum associated with dental
hygiene
● Marketed to young adult consumer
(can include older teens)
5 Gum ­ Wrigley (Chief Marketer Staff 2007) ● Unique tingling/cooling sensations
● Mysterious brand image/packaging
● Marketed to teens
Trident ­ Kraft Food (Mondelēz International
2016)
● Generic chewing gum brand
● Variety of packaging
● Range of flavours
● Marketed to a wide range of
consumers
(Euromonitor International, 2015)
4

6.
SWOT Analysis
Strengths
● Global presence of owner company,
deep pockets
● Long standing history of product in
marketplace
● Comes in variety of flavours, sizes
and packages
● Very popular in some regions, ex:
Latin America
● Only white square gum in the market
at one point in time
Weaknesses
● Low current market share of brand
● Lost appeal to younger demographic
● Lack of USP ­ lacking competitive
edge
● No special benefit currently ­ fresh
breath, exciting flavours
● Easily copied design
Opportunities
● Reposition gum with candy flavour
­nostalgia factor
● Re­design packages
● Target youth using special appeal
techniques
● Associate gum with an "Experience"
Threats
● Gum sales falling with each decade ­
market has shrunk over the last 30
years
● Tough to market the product in light of
health concerns re sugar usage
● Other gum brands have a strong hold
and tough to compete against any
with larger market share
5

7.
Marketing Communications Plan
Primary Target Market Profile
● Age: 11­17
● Gender: Even split male and females
● Location: Across Canada, with greater emphasis on major metropolitan areas
● Income: $0­$10000 (mostly supported by parents with some working part­time)
● Education: elementary and/or secondary schooling
● Characteristics:
○ Some independence
○ Desire to fit in, be liked, and accepted by social groups; however still maintain
unique and authentic identity
○ Rebellious (resistant to authority)
○ Go­getters
○ Big dreamers
○ Energetic
○ Adventurous
○ Experiencing physical, mental, psychological changes (puberty)
○ Emotional
○ Hormonal
○ Developing intellectually
● Interests and preferences of Target Market
○ Disdain for the ‘ordinary’, enjoy being snapped out of boredom
○ They enjoy storytelling and visual displays (Gen Z's attention span of 8 seconds)
○ Technology­reliant
○ Most used device: smartphone (15.4 hours/week), TV (13.2 hours/week)
○ Most used social media apps: Snapchat, Instagram
○ Most visited social media site: YouTube
○ Watch 2x as many videos than any other demographic
○ 70% watch 2 hours of YouTube per day
○ Prefer ‘cool’ product vs. ‘cool’ experience (60% and 40% respectively)
○ Purchasing preference: 57% would prefer a unique product vs. 43% who would
prefer a popular product
○ Want brands to reach them via social media (34%) [vs. (33%) email, (28%) online
ads, (14%) traditional ads]
6

8.
Secondary Target Market
● Age: 18­34
● Gender: Male and Female
● Location: Across Canada; especially major urban cities
● Nostalgic: Grew up with the Chiclets brand
● Likely to respond to print ads and video ads
Marketing Objectives
The overall objective is to improve awareness levels across the target markets and achieve top
of mind awareness among our primary target market, in turn leading to purchase of Chiclets
chewing gum.
Marketing Communications Goal (Challenge)
1. To design and implement a campaign that addresses the USP of Chiclets in relation to
other brands and makes consumers aware of its unique offering
2. To appeal to the two target markets using effective promotional campaigns using
humorous appeal techniques and creative ways to engage the users
Marketing Communication Objectives
1. To achieve a 75% product awareness level amongst the identified primary target market
2. To position Chiclets as a maker of quality, long­lasting and tasty chewing gum
3. To align with the primary target’s preferences by positioning Chiclets as a cool, hip,
modern and unique brand
Marketing Communications Strategy
Budget
A budget of $5 million CAD will be allocated to cover all marketing initiatives of the Chiclets
chewing gum campaign for one year. The budget will cover the cost of out­of­home advertising,
the experiential marketing campaign, promotional sales campaigns and other integrated
marketing communications initiatives.
Positioning Strategy Statement
Chiclets is a candy­coated chewing gum that provides delicious long­lasting flavour for your
tastebuds!
7

9.
Marketing Communications Mix
Four different media outlets have been used in the Chiclets campaign:
1. Print
a. POP material in major food retailers across Canada including Loblaws, Sobeys,
and Metro
b. Transit ads on buses, streetcars, subways, bus shelters
c. Billboard ads
2. Internet
a. Youtube videos featuring Justin Bieber and Ariana Grande
b. Website
c. Social Media including Snapchat
3. External­Interactive Media
a. Three “Chic Live Experience” Pop Up Zones in Metropolis at Metrotown, West
Edmonton Mall, and Toronto Eaton Centre
b. Experiential Weekend Stand featured at Canada’s Wonderland
4. Digital­Interactive Media
a. Geolocation Candy Crush Game used with Cineplex TIMEPLAY
Many of these media outlets have been integrated together. The POP material works together
with the Chiclets website to run a promotional contest where contestants enter the code found in
a Chiclets package onto the website to win prizes. As well, the celebrity­endorsed ads are used
with the promotional print material to support the “Chic Yourself and Snap Yo’ Self” Snapchat
interactive advertisements.
Creative Advertising Plan
Creative Objectives
1. To communicate the quality, tastiness and long lasting flavour of Chiclet chewing gum
2. To communicate Chiclet chewing gum as a modern, cool and unique gum
Creative Strategy
All media will focus on the long­lasting natural fruit flavour variety offered by Chiclets chewing
gum, and align with the target markets’ desire to be socially connected.
Central Theme
The message will embody the enjoyment one experiences when s/he chooses Chiclets gum,
experiencing the delicious natural fruit flavour that freshens and excites the tastebuds
8

10.
Appeal Technique
The message communicated across all media will combine a youthful, humour and positive
appeal. The youthful appeal is present via the Chiclets colours and copy and will assist in
aligning the Chiclets brand with the young primary target market. By making members of the
primary target market laugh and/or smile, the humour appeal will help create an emotional link
between members and the Chiclets brand and foster recall amongst the primary and secondary
target markets. The positive appeal will showcase Chiclets chewing gum and promote Chiclets
as a fun, cool and modern brand.
Tone and Style
Messages across all media will be colourful, concise and comprehensible. The commercial
spots will highlight the delicious natural long­lasting flavour of Chiclets chewing gum, and the
print ads will showcase the fun, cool and social connectedness of the Chiclets brand.
Tagline
“A new experience on an old favourite!”
Creative Execution
● Two 15­second commercial spots
○ Each commercials will feature a celebrity promoting the product and the
interactive print ads
● Interactive coloured print ads
○ Ads will promote the fun, unique and cool factor of the Chiclets brand
● Six unique Chiclets Snapchat geofilters
○ Chiclets Geofilters will appear on the user’s phone when the user is nearby one
of the Chiclets interactive coloured print ads
● Contest
● Chiclets designed Candy Crush pre­show Cineplex competition for SCENE points.
● Two­month experiential marketing campaign at Canada’s Wonderland
● Pop­up Zones
○ Three pop­up Zones will be featured in the three highest­traffic shopping centres
across Canada between the months of May­June, allowing target demographic to
interact with the Chiclets brand in a unique hang out area with their friends
● Select posters located along transit routes along with social media posts encouraging
consumers to enter the contest
9

11.
Media Advertising Plan
Budget
$5,000,000 CAD
Media Objectives
Who
Generation Z or teenagers between the ages of 11­17 years old.
What
To rebrand Chiclets as a modern, hip chewing gum for the digital consumer.
When
March­September 2016.
Where
The Chiclets campaign will run nationally throughout Canada, with specific focus on the major
cities of Vancouver, Edmonton, and Toronto.
How
Creating awareness through multimedia advertising, using social media, technology, and digital
interaction to reach the target demographic. Video ads will run frequently, with 820 transit and
billboard ads running in conjunction with the celebrity­endorsed videos all summer long. There
will also be opportunities to physically interact with the product with the “Chic Live Experience”
Pop­up Zone running for nine weeks in three major outlet malls in early summer, and the
Experiential Experience at Canada’s Wonderland picking up during July­August.
Media Strategy
Target Market Strategy
● Interests and preferences
○ Disdain for the ‘ordinary’, enjoy being snapped out of boredom
○ They enjoy storytelling and visual displays (Gen Z's attention span of 8 seconds)
○ Technology­reliant
○ Most used device: smartphone (15.4 hours/week), TV (13.2 hours/week)
○ Most used social media apps: Snapchat, Instagram
○ Most visited social media site: YouTube
○ Watch 2x as many videos than any other demographic
○ 70% watch 2 hours of YouTube per day
10

12.
○ Prefer ‘cool’ product vs. ‘cool’ experience (60% and 40% respectively)
○ Purchasing preference: 57% would prefer a unique product vs. 43% who would
prefer a popular product
○ Want brands to reach them via social media (34%) [vs. (33%) email, (28%) online
ads, (14%) traditional ads]
● Therefore, reaching the target demographic through implementation of new, cool
technology on a digital landscape will be the prime focus to reach target market
Market Coverage
­ Example: media for national market, supplementary media will be added
in markets…
Timing
Blitz Moderate Spending Period
● March­May
○ Target demographic is still in school and do not have as much time to spend
money as in the summer months
○ However, they do still have disposable income, and the warmer weather will
make them interested in spending time outside the home with friends
● Focus is much more on promotional and media­driven marketing due to lack of time and
hot weather
Blitz High Spending Period
● June­August: target demographic is out of school, potentially working jobs with a
disposable income
○ Are most likely to spend for pleasure
● Our biggest most expensive media run during these months
Blitz Moderate Spending Period
● September: target demographic is back in school, weather is starting to change, less
likely to spend
● The campaign will end around here
Media Selection Rationale
● Selected media was picked based off research into which platforms, locations, and
celebrities were most popular for teens.
● The media was chosen with integrative capabilities in mind, the Snapchat, out of home
print ads/billboard ads, and the video ads work synergistically to provide a congruent
marketing campaign.
● Snapchat was chosen as it is rated the most popular mobile application that teens use
(Kosoff 2016). The platform is very versatile and can help turn Chiclets into a viral
phenomena.
11

13.
● A large percentage of teens still watch live TV on youtube and other platforms. (Common
sense Media, 2013). Justin Bieber and Ariana Grande were chosen to represent Chiclets
as both are multi­platform artists with an enormous diverse teen following.
● A partnership with Cineplex SCENE to create a geolocated Candy Crush Saga pre­show
game would touch upon Candy Crush’s multi million user base. Even though teens are
surprisingly not Candy Crush’s primary user base, they still overwhelmingly have a giant
reach to the teen crowd (Sullivan 2014)
12

14.
Blocking Chart ​Campaign Timeline March ­ September
13

15.
Out-of-Home Print (transit, billboard)
Objective
1. To increase top of mind brand awareness among our primary and secondary target
market
Strategy
Encouraging our primary target market to engage and interact with the Chiclets brand by
creating a memorable experience with print by pairing it with social media
Execution
● Displaying Chiclet poster ads on bus shelters and subway posters and billboards. When
users are near a Chiclet billboard, bus shelter or subway poster using geographical
location technology new Snapchat filter will appear on their Snapchat app. Each Chiclet
ad location will unlock different filters that participants can apply to their snapchat selfies.
All filters will promote the Chiclet brand. Examples include: Crying Chiclets, blowing
Chiclet gum bubbles, etc.
See Appendix 1 and Appendix 2 for print ads
Social Media (Snapchat)
Objective
For the target market to share their humorous and memorable Chiclets experience with with
their friends who will then also want to engage with the interactive Chiclets print and Snapchat
experience.
Strategy
By creating a memorable and fun experience with snapchat filters, Chiclet will become a top of
mind brand to our target market. Our target market taking these chiclet selfies and sharing with
friends will allow our Chiclet brand to reach further members.
14

16.
Execution
● First Design and submit geo filter to snapchat online. All filters will promote the Chiclet
brand. Examples include: Crying Chiclets, blowing Chiclet gum bubbles, etc. Second
pick a time and set geofence for your geofilter. Third submit geofilter for review online at
“​https://www.snapchat.com/on­demand”​. This approval should be received within the
week.
See Appendix 3 for all six Snapchat geofilters
Video Ads
Objectives
1. To convey the catchphrase and notify users of the contest game using strategic video
advertising
2. To get users to share the fun of eating chiclets using Snapchat filters and create a social
buzz
Strategy
Use a famous pop culture icon to grab the target market’s attention to incite interest in the
contest and spearhead promotion.
Execution
● Kids are not as avid users of television but we can produce specific targeted spots
running for 15 seconds each to be aired on YouTube, kid websites, gaming sites.
● The ads will be fun, engaging, featuring popular celebrities who the primary target
market idolize and enjoy watching. Bieber is a multi­platinum artist who is very popular
especially with girls aged 11­17, and Ariana Grande is also a popular singer and actor
among both girls and boys. The video will be short and attention grabbing as the target
market does not have patience to watch anything too long ( >1 minute) (Matthias, 2014).
● First video:​ Features Ariana Grande, she’s heading out to a concert in her limo, sitting
in the back seat, chewing Chiclets. She is on her phone. Using Snapchat but sees the
same filters and no new​ ​avatars.
● Car pulls up to a stop light. On the pavement next to the street, is a bus shelter with the
new Chiclets Poster advertising the contest. Ariana reads the poster, uses her phone to
snap the poster and she has new snapchat filter! She uses the filter to take a Chiclets
15

17.
selfie. “Chic yourself and Snap yo self” is splashed across the screen as the limo drives
off. END.
● Second video​: Justin Bieber is walking along a busy street in the city. He is chewing
Chiclets. Up ahead at the intersection is a giant billboard showing the snap chat selfie
contest. Two girls are walking towards that intersection as well. The two girls and Bieber
meet under the billboard, they are overjoyed to see him, he says” Let's take a selfie”
They take a Chiclets selfie. “Join the contest! Chic yourself and Snap yo self” is
displayed across the scene and video ends. END.
● Two videos will run in the month of March following the release and distribution of the
print ads.
See Appendix 4 and Appendix 5 for video ads storyboards
Online Geolocated Game
Objective
1. To incentivize teens to play a game advertising our brand
2. Associate Chiclets with friends and fun
Strategy
Partner with gaming company King Digital Entertainment and Cineplex TIMEPLAY to create a
geolocated version of Candy Crush Saga to compete with others at the movie pre­show.
Execution
● The game will be implemented through the TIMEPLAY app.
● Design Chiclets pieces for Candy Crush and turn the game into a head­to­head game
where they not only compete on scores but they compete with those around you for
prizes such as free entry into your movie.
● One to two pre­show games where the winner will get enough SCENE points
redeemable for a free movie.
● Partnering with Cineplex will increase traffic to subsidize the advertising and prize fees.
● Budget​: Propose $1 000 000 to King to develop and implement the geolocated game in
participating locations.
○ As Candy Crush’s teen market is actually below that of other demographics for
them, it can be proposed to actually aid Candy Crush in reaching new users.
https://www.washingtonpost.com/news/morning­mix/wp/2014/08/22/adult­women
­gamers­outnumber­teenage­boys/
16

18.
See Appendix 6 for an example of the implementation of Chiclets chewing gum into Candy
Crush
Interactive Plan - “Chic Live Experience” Pop-up Zone
Objectives
1. To create product awareness for target market.
2. To build product association by offering cool, advanced technology. Associates Chiclets
with modernism, coolness and digital technology.
3. To allow customers to interact with our product in a controlled environment.
Strategy
The Pop­up “Chic Live Experience” Zone will be brought to the customer by appearing in three
Pop­up Zones in malls across Canada with high teenage traffic (near high schools, in major
cities where there is a high level). There will be controlled hours, with “Chic Live Experience”
only open during high teenage traffic periods, such as immediately after school and just after
dinner time. This will give an option to reset Zone for the next influx of traffic, and ensure quality
of experience.
Execution
The three malls “Chic Live Experience” will be in are:
1. Metropolis at Metrotown, British Columbia
2. West Edmonton Mall, Alberta
3. Toronto Eaton Centre, Toronto
The “Chic Live Experience” will last for two months (nine weeks) during the months of
May­June. These chose these months as a perfect continuing point from the “Chic Yourself”
transit ads, leading into the Experiential Marketing Booth at Canada’s Wonderland in the
summer. The hours of operation will be high teenage traffic hours in two 3­hour increments on
Monday­Friday:
● 3:00 PM ­ 6:00 PM
● 7:00 PM ­ Close
On weekends, “Chic Live Experience” will operate during high traffic shopping hours:
● 12:00 PM ­ Close
The budget for expenses consists of two months’ worth of:
● Rental Space
17

19.
● Rental Furniture
● Music
● Food/Beverages
● Virtual Reality Experience
For music, the price­conscious option of creating a playlist based on the current hits for our
target demographic was chosen over hiring an expensive DJ. Through a contract agreement
with THE VOID, our target demographic will have the opportunity to experience a Chiclet­centric
virtually immersive world. Since this offers THE VOID free publicity, THE VOID has agreed to
waive the usual fees for their services.
See Appendix 7 and Appendix 8 for Models of “Chic Live Experience” Pop­up Zone
Sales Promotion Plan
Objectives
1. To encourage the primary target to purchase Chiclets chewing gum.
2. To increase the primary target market’s involvement with the Chiclets brand.
3. To reposition Chiclet as a fun and exciting brand.
4. To increase the sales of Chiclets chewing gum in a short period.
Strategy
The promotion is giving the target demographic a chance to win prizes and have a great
experience from the moment they purchase a package of Chiclets gum. Consumers can
exchange a winning gum box for a few different prizes. In addition, each box will have a code,
and the consumer can enter the code on the Chiclets website to participate in activities for a
chance to win more prizes, such as $5,000 cash, movie passes, IPods, IPhones, Wonderland
passes or Wonder Jam passes.
Execution
● Contest:
○ The moment a customer purchases a package of Chiclets, he/she will be
automatically eligible for the following prizes:
■ Super prize: ​$ 5,000
■ Cool prize: ​Canada’s Wonderland season pass, Tickets to the Wonder
Jam, iPad mini, iPhone, Samsung Galaxy S7, Cineplex movie passes.
■ Plus prize: ​Seasonal prizes (coolers, freebies, and bags)
■ Exchangeable prizes: ​Chiclets free package.
18

20.
○ Retailers selling Chiclets will identify the placement of the product with POP
material to ensure all consumers are aware of the contest.
○ The contest is open to all residents of Canada. Any exchangeable prize can be
changed in store. In the case of big prizes, the participant must use the code and
fill out a form with personal information on the website to qualify. The winners will
be announced through the website and social media every Sunday. Any
underage participants must need the assent of their parents or guardians.
Experiential Marketing Plan
Objectives
1. To encourage the primary target market to visit the Wonderland Chiclet station and try
their luck at the giant prize­filled gumball machine
2. Immerse the target market with the Chiclets brand by creating a fun, unique and
memorable experience
3. Develop a connection between the primary target market and the Chiclets brand to
achieve top­of­mind awareness
Strategy
To associate the Chiclets brand with the fun, exciting and memorable experience members of
the primary target have during their visits to amusement parks such as Canada’s Wonderland,
The CNE, The PNE etc.
Execution
● The Chiclets station be located inside Canada’s Wonderland near the ​Medieval Faire
food court or the ​Action Zone​ food court (final location will be determined by which site
offers the greatest amount of space). The Chiclets station will run on Saturdays and
Sundays from June 2016 to August 2016, 10AM­6PM.
● The station will feature a 15 ft x 10 ft spiral gumball machine made of durable ABS
plastic, complete with a ‘coin’ slot mechanism. The Chiclets gumball machine will feature
the coin slot and the rotational dial at the base of the machine.The Chiclets gumball
machine will be stuffed with plastic boxes in the shape and colour of Chiclets (roughly
the size of a small shoebox). Boxes will either be empty or contain a prize
● Members of the primary target will participate by inserting a plastic coin into the coin slot
at the base of the Chiclets gum ball machine, turning the dial up to five times, and
watching as their Chiclet travels through the spiral track on its way to them. Members will
19

21.
then retrieve their Chiclet box at the base of the gum ball machine and open the box to
uncover if they’ve won a prize
● All participants will receive a sample size of Chiclets chewing gum (2 pieces) and a
coupon for a free pack of Chiclets chewing gum upon completion
● Prizes include: Chiclets prize pack (assortment of Chiclets chewing gum), individual
packs of Chiclets chewing gum, sunglasses, Chiclets baseball cap, Cineplex movie
pass, reusable Chiclets water bottle, Chiclets beachball, Chiclets beach towel, iPhone 6,
iPad mini 2, Wonderland one day free admission, Wonderland Season’s Pass, pair of
Ariana Grande concert tickets, pair of Justin Bieber concert tickets etc.
● To avoid repeat participants and to ensure everyone has an opportunity to try out the
Chiclet gum ball machine, all participants will receive a stamp on their wrists before
inserting the coin into the slot
Budget
Out­of­Home ­ Print (Transit, Billboard)
*Note:​Total cost = rental of space + production costs of ad
Markets Vehicle Type &
Quantity
4 week Media
Cost
Production
Cost (per
vehicle)
Total
Transit Vehicle
Wrap
Bus ­ 60 $8,500 $12,500 x 60 $758,500
Transit Vehicle
Wrap
Streetcar ­ 20 $13,000 $18,500 x 20 $383,000
Transit Shelters 400 $1,950 $75 x 400 $31,950
Billboards 40 $4,000 $594 x 40 $23,760
Vertical Subway
Posters
300 $2,400 $75 x 300 $24,900
Total $1,222,110
(Flack, 2010)
20

22.
Video Ads
Format and content Cost (CAD)
Video 1 ­ Celebrity endorsement ARIANA
GRANDE
Appearance fee = $900,000
15 seconds includes booking, equipment,
crew and permits
Production Cost = $100,000
Video 2 ­ Celebrity Endorsement JUSTIN
BIEBER
Appearance fee = $900,000
15 seconds includes booking, equipment,
crew and permits
Production Cost = $100,000
Total $2,000,000
(Wagner, 2016)
Interactive Plan ­ ‘Chic Live Experience’ Pop­up Zone
Pop­up Space
City Venue Rent Duration Total
Edmonton, AB West Edmonton
Mall
17,500/w
eek
9 Weeks $157,500
​Toronto, ON Toronto Eaton
Centre
25,000/w
eek
9 Weeks $225,000
Burnaby, BC Metropolis at
Metrotown
18,500/w
eek
9 Weeks $166,500
Total $549,000
21

23.
Materials
Rental
Furniture
Beverages/F
ood
Music Virtual Reality Total
$50,200 $30,550 $500 N/A $81,250
x 3 (Venues)
Total $243,750
Staffing
# of Staff Cost per Hour Total Hours Total
8 $12.00 414 $9,936
Total Budget for Interactive Plan
Venue $549,000
Materials $243,750
Staffing $9,936
Total Cost $802,686
Sales Promotion Plan
Component Frequency Price cost Total Cost
Website update 1 time per week $10 $90
Social media advertising
14 time per week
Included in the
social media cost $­
POP material in store
5000 Pop
impressions $10 $50,000
Total $50,090
22

24.
Prize # of Winners Price Cost Total Cost
Super Prize 10 $5,000 $50,000
Ipod 60 $200 $12,000
IPhone 30 $400 $12,000
Wonderland pass 2000 Sponsored $­
Movies pass 2000 Sponsored $­
Seasonal prize 3000 $5 $9,000
Total $83,000
Total Budget for Sales Promotion
Concept Total Cost
Advertising $50,090
Prizes $83,000
Total $133,090
Experiential Marketing Plan
23

25.
`
Total for Experiential Marketing Plan
24

26.
Conclusion
Chiclets, along with the chewing gum market in general, has been falling off the market for
some time now. The execution of this marketing plan will help rejuvenate Chiclets as a key
player in the chewing gum market. This extensive campaign which will be implemented through
print, social media, video ads, an online Geolocated game, interactive popup experience, sales
promotions and experiential marketing will fill in the gap for the lack of hip marketing for chewing
gum for teenagers.
The strategy will be reevaluated after each campaign has been run in order to keep evolving for
the rapidly changing trends of teenager priorities.
25

27.
Appendices
Appendix 1
26

28.
Appendix 2
27

29.
Appendix 3
28

30.
Appendix 4
29

31.
Appendix 5
30

32.
Appendix 6
Appendix 7
31

33.
Appendix 8
32

34.
Logo Evolution:
Chiclets Chewing Gum Packaging:
33

35.
34

36.
New 2016 Package Design:
35

37.
References
Boys Faces. (2015, September 7). April 12, 2016, from Drawing How to draw.
Retrieved from
http://www.drawinghowtodraw.com/stepbystepdrawinglessons/2015/09/how­to­draw­boys­and­
mens­hair­styles­for­cartoon­characters­drawing­tutorial/
Bus shelter draw​. (n.d.). April 12, 2016, Retrieved from
http://droidz.org/stickmain/backgrounds.php
Candy Funhouse.( 2016). Chiclets Fruit Flavour. Retrieved from
https://candyfunhouse.ca/products/chiclets­fruit­flavour
Candy Production in Canada Market Research Report. (2015, December). ​Candy
Production in Canada ​. March 30, 2016, from Candy Production in Canada Market Research
Report. Retrieved from ​http://www.ibisworld.ca/industry/default.aspx?indid=234
Car Draw​. (n.d.). April 13, 2016, from Mobiles and elements. Retrieved from
http://amoviblesyelementosfijosuperior.blogspot.ca/2015_10_01_archive.html
Chief Marketer Staff (March 2007). Chief Marketer. ​Wrigley Targets Teens with 5 Gum​.
Retrieved from ​http://www.chiefmarketer.com/wrigley­targets­teens­with­5­gum/
Entervending, LLC,.2016. ​Chiclets Fun In The Sun Image​. Retrieved from
http://entervending.com/uploads/jpg/b1b8cfa4930689f99899febcd5ae1d54.jpg
Euromonitor International. (August 2015). ​Sugar Confectionery in Canada .​ Canada:
Humber College Passport.
Flack, Derek. (2010). ​Ever wondered what it costs to advertise on the TTC. ​BlogTO.
Retrieved from
http://www.blogto.com/city/2010/10/ever_wondered_what_it_costs_to_advertise_on_the_ttc/
Girls faces​. (2015, September 8). April 12, 2016, from Drawing How to Draw. Retrieved
from
http://www.drawinghowtodraw.com/stepbystepdrawinglessons/2015/09/how­to­draw­girls­hair­st
yles­for­cartoon­characters­drawing­tutorial/
Kleinschmit​, M. (2015, December 4). Generation Z characteristics: 5 Infographics on the
Gen Z Lifestyle. Retrieved from
https://www.visioncritical.com/generation­z­infographics/
Kosoff, Maya (Jan 2016). Business Insider. ​Dozens of Teenagers Told Us What's Cool
in 2016​. Retrieved from​ ​http://www.businessinsider.com/teens­favorite­apps­in­2016­2016­1
36

38.
Matthias, S. (2014). Insight Strategy Group.​ Sizing Up the Kids’ Media Market: Trends in
Digital Media Usage Among Toddlers, Teens, and In­Betweens​. Retrieved from
http://www.slideshare.net/PublishersLaunch/s­29948436?next_slideshow=1
Mondelēz International (2016). Trident. Retrieved from ​http://www.tridentgum.com/
Nieburg, Oliver (January 6, 2012). Confectionary News. ​External influences likely to
keep sugar prices high, says USDA. ​Retrieved from
http://www.confectionerynews.com/Commodities/External­influences­likely­to­keep­sugar­prices
­high­says­USDA
Nieburg, Oliver (November 16, 2015). Confectionary News. ​Will chewing gum recover
from sticky patch? Technavio releases five­year forecast.​ Retrieved from
http://www.confectionerynews.com/Markets/Chewing­gum­global­market­forecast­Growth­or­de
cline
OfficeSupplies.com. 2016. Chiclets Image. Retreived from
https://www.officesupply.com/cleaning­breakroom/breakroom­supplies/foods­beverages/candy­
gum/chiclets­gum/p6111.html
Padgett, K. (?). Agile Writer ­ Biography and History. ​Thomas Adams ­ The Man Who
Put the Chicle in Chiclets​. Retrieved from
http://agilewriter.com/Biography/ThomasAdams.htm
Street draw​. (2012). 13 April, 2016. Retreived from
http://rcbardle.blogspot.ca/p/animation_17.html
Sullivan, Gail (August 2014). The Washington Post. Study: More women than teenage
boys are gamers. Retrieved from
https://www.washingtonpost.com/news/morning­mix/wp/2014/08/22/adult­women­gamers­outnu
mber­teenage­boys/
Wagner,N. (2016). Houston Chronicle. ​How Much Does Television Advertising Really
Cost?​ Retrieved from
http://smallbusiness.chron.com/much­television­advertising­really­cost­58718.html
Wm. Wrigley Jr. Company (2016). ​U.S. Brands​. Retrived from
http://www.wrigley.com/global/brands/us­brands.aspx
Target Market
37