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Its Your World.<br />    Flavor It.<br />
Brand of  Kraft Foods<br />Low calorie fruit flavored refreshment  beverage<br />Known internationally as Clight<br />Majo...
Facebook page and Twitter not integrated<br />Have only had success with 35-50 year old audience<br />Weak social media pr...
Challenges<br />Capture a younger audience without breaking laws on <br />advertising to children<br />Improve social medi...
Goals<br />Create Social Media Accounts for different lines of flavored beverages<br />Engage audience through social medi...
Integrate<br />           &<br />EXPAND<br />
”<br />
Budget<br />
Timeline<br />Create Social Media accounts now<br />Begin placing ads on Facebook and starting social media contests withi...
Evaluation and Measurement<br /># of fans and followers<br /># of visits to website<br /># of mentions in press<br />Parti...
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Crystal Light

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ADV 492 Spring 2011

Published in: Business, Technology
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Crystal Light

  1. 1. Its Your World.<br /> Flavor It.<br />
  2. 2. Brand of Kraft Foods<br />Low calorie fruit flavored refreshment beverage<br />Known internationally as Clight<br />Major markets include the US, Argentina, Brazil, Canada, Mexico, & Puerto Rico<br />
  3. 3. Facebook page and Twitter not integrated<br />Have only had success with 35-50 year old audience<br />Weak social media presence <br />Established brand<br />Product is shelf stable<br />Made for consumers on the go<br />Less than 10% fruit juice<br />Ban on advertising to children<br />Highly competitive market<br />Different juice lines for consumers needs<br />Low calorie drinks gaining popularity<br />
  4. 4. Challenges<br />Capture a younger audience without breaking laws on <br />advertising to children<br />Improve social media presence<br />
  5. 5. Goals<br />Create Social Media Accounts for different lines of flavored beverages<br />Engage audience through social media<br />Integrate social media pages<br />
  6. 6. Integrate<br /> &<br />EXPAND<br />
  7. 7. ”<br />
  8. 8. Budget<br />
  9. 9. Timeline<br />Create Social Media accounts now<br />Begin placing ads on Facebook and starting social media contests within 2 months<br />Implement “Pure” campaign and have smart phone application ready within 4 months <br />
  10. 10. Evaluation and Measurement<br /># of fans and followers<br /># of visits to website<br /># of mentions in press<br />Participation in Contests<br /># of Retweets<br />Have goals been met?<br />

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