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Seriously Good Ice Cream

Seriously Good is the first ice cream with health benefits to hit the market. It's delicious and packed full of fiber. We gave Seriously Good a brand, developed a holistic launch campaign, and enjoyed a little too much ice cream throughout the process.

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Seriously Good Ice Cream

  1. 1. Seriously Good INDULGE RESPONSIBLY LINDSAY ADAM SAMANTHA ROBERTS JASMINE TURNER TJ LIND DANIELLE LEUNG
  2. 2. HERE’S WHAT PRODUCT BENEFITS BUDGET THOROUGH RESEARCH BRAND VISION COMPETITIVE INSIGHT MARKET SEGMENTS YOU GAVE US
  3. 3. CURRENT MARKET THE OPTIONS ARE SLIM Ingredients Taste / Flavors Homemade
  4. 4. CURRENT MARKET OPPORTUNITY High Nutritional Content
  5. 5. DELIVERABLES PACKAGING MEDIA PLAN WEBSITE SOCIAL MEDIA MESSAGE STRATEGY TARGET MARKET ELEVATOR STATEMENT
  6. 6. TARGET MARKET PROFILES FOODIESMILLENIALS GENERATION X Frequent Indulgers Food Experts Fitness Finders
  7. 7. MILLENIALS Frequent Indulgers SOCIAL MEDIA BEHAVIORS LIKE / SHARE CONNECT PERSONALITY PROFESSIONAL E COMMERCE DIVERSE SEGMENT SOCIAL BUDGET SHORT TERM HEALTH BODY CONSCIOUS PROFILES EXPRESSIVE
  8. 8. FOODIES Food Experts SOCIAL MEDIA BEHAVIORS ENGAGEMENT PROFESSIONAL ARTISTIC CONTENT E COMMERCE NEW MARKET HEALTH CONSCIOUS TREND SETTERS INNOVATION DIGITAL PROFILES CURIOUS
  9. 9. GENERATION X Fitness Finders SOCIAL MEDIA BEHAVIORS PROFILES COMMUNICATE CONNECT PERSONAL PROFESSIONAL E COMMERCE MOST OF NEW ENGLAND HEALTH CONSCIOUS BUDGET LONG TERM HEALTH EMOTIONAL
  10. 10. LET’S GET SOCIAL WEBSITE TWITTER INSTAGRAM FACEBOOK Millenials Generation XFoodies
  11. 11. WE ASKED THE PROFESSIONALS 50% OF RESPONDENTS ARE TRYING TO LOSE WEIGHT CONSUMERS SEEK FOOD PRODUCTS WITH BENEFITS HEALTH CATEGORIES ARE GROWING FASTER THAN INDULGENT CATEGORIES, BUT THERE’S STILL ROOM FOR TREATS IN OUR DIETS MILLENIALS WILL PAY FOR PREMIUM QUALITY PRODUCT HEALTH ATTRIBUTES ARE THE MOST IMPORTANT FOR EMERGING MARKET
  12. 12. Everyone has their own definition of what it means to be healthy 99% of people would say that they’re concerned about their health BUT Most of those people don’t take action in changing their lifestyle INSIGHT Message Strategy
  13. 13. WHAT WE NEED TO SAY HOW WE NEED TO SAY IT Compelling message that separates us from the competition and concisely portrays our brand benefits Create a tone of voice that resonates with our multiple target market segments EDUCATE Communicate to market segments that our product offers both the indulgent taste they want and the nutritional benefits
  14. 14. Seriously Good INDULGE RESPONSIBLY
  15. 15. ELEVATOR STATEMENT Our advertising will convince the target to give our brand a chance because Seriously Good is the only ice cream brand that can provide health benefits
  16. 16. MEDIA PLAN Strategy Our overall media strategy is to reach the majority of our target market with a high frequency, therefore increasing the probability of trial / purchase.
  17. 17. BRAND AWARENESS TRIAL EDUCATION CONVERSION
  18. 18. PAID OWNEDEARNED Paid Social Outdoor Radio IMC Landing Page Facebook Twitter Instagram Social Content Coupons Rewards Program Word of Mouth
  19. 19. MEDIA  TYPE                  COST                              IMPRESSIONS                 Paid  Social              $1,000                300,000           Radio              $17,600                160,000           Outdoor              $6,000              833,328           TOTAL                $24,600              1,293,328                                                 TO RUN IN MAY AND JUNE
  20. 20. FLIGHTING SCHEDULE COLLEGE  TOUR   BRAND AWARENESS / TRIAL / EDUCATION We will start off our campaign with by traveling to local college campuses in the Rhode Island area and giving out free samples, as well as letting them test drive certain features on our website such as the fiber tracker and meal planner. This will provide immediate feedback on the websites usability and interface.
  21. 21. RADIO OUTDOOR PAID SOCIAL COLLEGE PULSING CONTINUOUS CONTINUOUS FLIGHTING MEDIA PLAN SCHEDULING
  22. 22. PULSING SCHEDULE RADIO   -Start off with low GRP’s (10) -Build to 20 GRP’s right before product launch -Peak at 30 GRP’s for the first two weeks the product is available -Back down to 20 for the two remaining weeks BRAND AWARENESS / EDUCATION
  23. 23. THESE RADIO STATIONS WITH RUN ALL DURING AFTERNOON DRIVE TIME, WITH A PUSH ON THE END OF THE WEEK TO HIT PEOPLE WHILE THINKING ABOUT STOCKING UP FOR THE WEEKEND. BRU: 18-35 Cat Country: 25-54 Pro FM: 18-49   RADIO STATIONS
  24. 24. CONTINUOUS SCHEDULE OUTDOOR   BRAND AWARENESS / TRIAL Next outdoor will be used primarily to drive trial. We will purchase 12 bus shelter ads that will run all for the month of June. These will be the closest bus shelter ads to each Whole Foods and Dave's Marketplace location, with the messaging driving them into the stores.
  25. 25. CONTINUOUS SCHEDULE PAID  SOCIAL   BRAND AWARENESS / EDUCATION Paid social media ads that will drive consumers to our website to learn all about our product
  26. 26. PACKAGING TAKE A 360°
  27. 27. PACKAGING BIRD’S EYE VIEW
  28. 28. PACKAGING WHAT’S UNDERNEATH
  29. 29. PACKAGING HERE’S WHAT’S INSIDE 10% 20% 30% Fiber Tracking
  30. 30. WEBSITE
  31. 31. WEBSITE Every Pint Has A Story On our product page, users are not only able to see our ingredients for each flavor, but also register their pint. Under each lid is a number that can be entered at our website and users can see how their pint was made and where the ingredients came from. MORE THAN A ONE WORD BRAND
  32. 32. WEBSITE Fiber Challenge #DareToTaste With this tactic, users will be able to create daily fiber meal plans and access easy recipes full of fiber. When they’re done, they can choose to challenge a friend in their network or create another meal plan under a saved name in their profile. FIBER FRIENDLY
  33. 33. WHAT MAKES US UNIQUE FIBER CALCULATOR FIBER CHALLENGE FIBER BLOG CONTENT WORTH TALKING ABOUT Increase Digital Traffic Increase Loyalty Search Engine Optimization
  34. 34. FLAVORS SHOPCONTACT USOUR STORY OUR MISSION LOCATIONS MEET THE DR. CONTACT YOUR CARTOUR PRODUCTS PINT STORY
  35. 35. EAT MORE. GET MORE. HAPPY BODY. Seriously Good Rewards
  36. 36. SERIOUSLY DIGITAL
  37. 37. SERIOUSLY DIGITAL
  38. 38. ADS THAT Connect
  39. 39. OUTDOOR OUR MESSAGING DRIVES OUR TARGET TO THE DAVES/ WHOLE FOODS NEAREST EACH OUTDOOR AD Strategy
  40. 40. TWITTER #UnderTheLid #DareToTaste
  41. 41. #UnderTheLid#DareToTaste INSTAGRAM
  42. 42. FACEBOOK HAVE A POINT OF VIEW Brand Tastemonials #Tastemonials On Tuesdays we’re opening our Facebook to Brand Tastemonials, allowing our target market to upload their “Taste Stories” with our ice cream
  43. 43. A GUIDE TO SUCCESS
  44. 44. COLLEGE TOUR #DareToTaste
  45. 45. RADIO SPOTS It's that ah hah moment when you realize you need it. That upsetting moment when you realize you don't. The hmmm moment when you see this new kind. And the mmmmm moment when you try it and love it. It's seriously good. Seriously. Seriously Good Ice Cream Indulge Responsibly Grab. Open. Eat. Ahhhh Grab. Open. Eat. Ahhhh Grab. Open. Eat. Ahhhh 4 steps until greatness. No regret, no disgust, just ahhhhhhhh. Seriously Good Ice Cream Indulge Responsibly
  46. 46. RADIO SPOTS We understand your cravings Those mouth watering, Stomach pinching cravings Those-late-night-feel-good- munchies, Wake-up-can’t-zip-pants-coffee- binge-cravings While we can’t stop you from getting hungry We can give you something to satisfy your guilty pleasures Without the guilt Ice cream made from 100% all natural ingredients And 30% of your daily amount of fiber in just one pint Seriously Good ice cream Indulge Responsibly Whoever told us to feel bad about what we eat is wrong. Feel great about a juicy hamburger with slaw and fries, or kale salad with chicken. Feel great about that hardcore workout after work, or taking the 6 flights of stairs. Feel great about indulging in ice cream. That's right. Feel GREAT about indulging in Seriously Good Ice cream. Love your body again. Seriously Good ice cream Indulge Responsibly
  47. 47. LINDSAY ADAM SAMANTHA ROBERTS JASMINE TURNER TJ LIND DANIELLE LEUNG THANK YOU

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