This was a semester long project with a real world example that is repositioning SweeTARTS so they can introduce their new product family. The project required us to conduct research, create a consumer portrait, find the key insight, create a creative brief around that key insight, state the big idea of the campaign based on the creative brief, and finally two activations for the campaign.

1. by alisa, mica, nathalie, olivia

3. RESEARCH
3 focus groups | 7 individual interviews
childhood | holidays
shareable
don’t seek out candy
everyday indulgence

4. confidence is
cool
KEY INSIGHT

5. POSITIONING
For millennials ages 16-24 who are trendsetters
fueled by their confidence, SweeTARTS gives you that
energy boost to get through the day.
Unlike the competition, SweeTARTS sets you apart
from the crowd, recharging you and showing that
confidence is cool.
STATEMENT

6. THE BRIEF
OBJECTIVE introduce the new SweeTARTS product family
TARGET 16-24 year old urban millennials
INSIGHT confidence is cool
PRODUCT BENEFITS!
functional – energy
emotional – confidence
TAKEAWAY !
SweeTARTS will recharge your cool, transforming you into the most
confident trendsetter on the block.

8. recharge your cool

10. oddvertising

11. ODDVERTISING EXAMPLES
denny’s
trolli

14. ACTIVATIONS
pop-up experience
social media campaign
online (viral) video

15. ACTIVATION 1
pop-up experience

17. #RECHARGEYOURCOOL
WHERE!
santa monica, venice, fairfax, nokia center
WHAT!
art show – each room dedicated to one SweeTARTS product
music – by riff raff & the neon trees
photobooth – shares to social media with the hashtag

20. ACTIVATION 2
social media campaign

21. #sweetART

23. ACTIVATION 3
online (viral) video

26. KEY PERFORMANCE
return on investment
social interactions
goal completion rate
incremental sales
INDICATORS

27. ANALYTICS!
GOOGLE!
analytics
insights
trends
ad planner
QUANTCAST!
CRAZYEGG!
TWITALYZER!