This document presents a marketing campaign for the brand Sparkling Ice targeted at young, active consumers. The campaign's objectives are to build brand awareness through associating Sparkling Ice with an on-the-go lifestyle. The single-minded proposition is "Zero calories has never tasted this good." The campaign features advertisements that portray Sparkling Ice as the ultimate travel companion, including a commercial, print ads in magazines, billboards, and social media promotions on platforms like Pinterest and Instagram. It aims to position Sparkling Ice as a convenient, great-tasting zero-calorie beverage that can be enjoyed anytime and anywhere.

1. Positive Publicity
Nicole Platek, Martha Taylor, CJ Riculan, David Tamin and Kayla Smith
Group 6

2. Sparkling Ice

3. Agenda
● Creative Brief
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Target Audience
Competition
Objective
Single-Minded Proposition
Supporting Evidence
Tone of voice
Mandatories
● Creative Campaign
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Big Idea
Executions

4. Meet Stephanie
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Stephanie is a 22 year old student and young
professional.
During her busy life, she balances an active,
healthy lifestyle while succeeding
professionally and maintaining a booming
social schedule.
Stephanie lives in Portland, Oregon
Her main concern is to stay healthy in an
affordable way.
Stephanie previously drank Sparkling ice
competitor, LaCroix but switched to
Sparkling Ice because it is a new alternative to
more pricy beverages.
“Sparkling Ice is a great healthy alternative to
soda that can keep up with my active lifestyle.
It is the easiest and best brand to pick up
when you’re on the go”

5. More about the Target Audience
“I drink Sparkling Ice as a
healthy alternative to
soda...after running around
all day, I don’t feel guilty
always having a bottle on
hand”
“I like sparkling Ice because its
carbonation and flavor satisfies me
throughout my long days”
“The Sparkling Ice
bottle is just so easy
to carry around all day
long”
“Sparkling Ice is good for any
occasion and any time of the day..I
always have a bottle with me

6. Competitors
Vitaminwater and Fruit Water
0-120 Calories, Vitamins and Supplements, Multiple Flavors

7. Competitors
LaCroix Sparkling Water
0 Calories, 0 Sweeteners, 0 Sodium, Multiple Flavors

8. Competitors
Water & Sparkling Water

9. Objectives
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Overarching objective: Build brand awareness for Sparkling ICE using
billboards, print ads, and social media featuring a young, active consumer
○ Build associations with the young, busy demographic
We want our customer to
not only have a taste
preference toward Sparkling
ICE -- but an emotional
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connection as well
○ Brand loyalty
Emphasize that a zero-calorie beverage can be just as tasty as a beverage
that is high in calories

10. Single Minded Proposition (SMP)
“Zero calories has never tasted this good”

11. Supporting Evidence
“Bold flavor. Zero calories. Perfectly possible.”
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Calorie-free
Great-tasting/naturally flavored
Substantial Growth
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minimal advertising
CEO: “something that’s like biting into a fresh peach, not like Jolly
Ranchers,”
“Word of Mouth”

12. Tone of Voice
Direct
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Emphasize SparklingIce
Project Convenience

13. Tone of Voice
Casual
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Use in any situation
Always time for it
Different environments

14. Mandatories
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Must include brand
name and actual
product
Advertising centered
around “traveling”
On-the-go lifestyle
representation

15. Advertising Campaign
Our “Big Idea:”...
Sparkling Ice: your best travel companion
http://youtu.be/dsM8E4Mu5xs

16. Advertising Campaign: commercial

17. Advertising Campaign (print)
Sparkling Ice Print ads ran in
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Your best travel companion
Women’s magazines
Travel and tourism
magazines
Emphasis on Spring,
Summer and Fall
months (mildtemperature time
periods)

18. Advertising Campaign (print)
Sparkling Ice
your best travel companion

19. Advertising Campaign: (billboard)
Take a
left!
u’ll
The tastiest GPS yo
meet…
ever
Sparkling Ice: your best
travel companion

20. Advertising Campaign: social media
Pinterest site
● Pinning Sparkling Ice
○ Target Audience:
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Most popular users are the 25-34 year old woman
○ 43% of users prefer to associate with brands on Pinterest
while 23% prefer Facebook
● Boards that remind the consumer of Sparkling Ice in
every situation
○ http://www.pinterest.com/vtmarketing/

21. Advertising Campaign: social media
Sparkling Ice: your best travel companion
wants to know where you take your sparkling ice. Take a
picture on Instagram or send a tweet showing us how and
where you take your favorite drink. Tag us in your post
and #Icetravels. If you get yourself “trending” or your
photo is on the popular page of Instagram, you can win a
free vacation to the destination of your choice.

22. Advertising Campaign: social media

23. Advertising Campaign: Guerilla
Where could Sparkling Ice take you?
Where could Sparkling Ice
take you?
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A bus stop “digital” vending machine
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When you choose your flavor (ex: pineapple) that flavor
takes you, and your outstretched arm holding a
Sparkling Ice bottle to the related destination (ex:
pineapple flavor would take you to a tropical location)
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Allows consumers to remind themselves about how
great Sparkling Ice is and how convenient it is as well

24. Questions?