Detailed media plan recommendations for Minute Maid Orange Juice. An annual flighting strategy including traditional media such as TV, print and out-of-home; and also new media such as SEM.

1. Minute Maid
2015 Media
Recommendation
EMILY A CARR
XIATIAN (SUMMER) FAN
ZIMENG (VIOLA) SHU
WEIYING (DENISE) ZHU
CHENHUI (JAMES) ZHENG
1

2. Agenda
Purpose
Landscape Overview
• Situation Analysis
• Business Objectives
• Communication Objectives
• Competitive Spend
Campaign Overview
• Strategic Approach
• Media Objectives
• Campaign Parameters
• Target Profile
Tactical Detail
• Budget
• TV
• Print
• Digital
• OOH
• Contingency
Campaign Recap
Plan highlights
Full tactical overview
A year with Minute Maid
2

3. Purpose
• Launch Minute Maid Pulpy
• Develop a high-impact, targeted 2015 Action Plan
• Secure Shelf Position & Loyalty in a crowded marketplace
• Boost Minute Maid’s product set with a premium offering
3
Refresh your mind, Reward your soul

4. Landscape Overview
SITUATION ANALYSIS
BUSINESS OBJECTIVES
COMMUNICATION OBJECTIVES
COMPETITIVE SPEND
4

5. Minute Maid Pulpy, while a commodity product in a
crowded category, has unique product positioning to
build on and is a year-round household staple
5
Strengths
Established Brand Family
Quality Product
Unique Positioning: like eating an orange
Weaknesses
Higher price point
Lowest Market Share (8%, Trop 8.6%, Simply 8.2%)
Opportunities
OJ is purchased/consumed year round
Tropicana current focus on Diet product
Hispanics overindex on juice consumption
Threats
Commoditized
Crowded Marketplace
Growing Health Concerns (Sugar intake & Obesity)
DIY Juicers
Fad Drinks (Coconut Water)
Sources: Fruit and Vegetable Juices: U.S. Market Trends, April 2013 (MarketResearch.com)

6. Business objectives: to increase market share,
consumer awareness, and sales by 2015 Year End
Create Awareness for Minute Maid Pulpy & Increase overall Minute Maid franchise sales by 3
share points by 2015 Year-End
• Increase market share month over month
• Increase consumer awareness of brand Minute Maid. Currently 65%-75%
• Increase sales by 10% for overall franchise
6

7. Communication objectives: to strengthen awareness
and build the halo around the Minute Maid brand
• Create Awareness of new Minute Maid Pulpy
• Align consumer association with Key Takeaway of ‘Like Eating an Orange’
• Strengthen halo around total Minute Maid brand family to increase overall awareness and
purchase
7

8. Competitive spending: Tropicana focus on Q4 and
heavy print; Simply Orange on network & cable TV
and Florida’s Natural on cable TV
8
2013 QRT 1 2013 QRT 2 2013 QRT 3 2013 QRT 4
NETWORK
CABLE
SYNDICATION
PRINT
NETWORK
CABLE
SYNDICATION
PRINT
NETWORK
CABLE
SYNDICATION
PRINT
Heavy Average Low
Sources: Ad$pender

9. Competitive TV spending: heavy in prime and news
but relatively light on AM and late night
Prime Time
9
85% in Q1
79% in Q2
58% in Q4 55% in Q4
(% of company media budget)
23% in Q4 22% in Q1
News Time
AM
<3%2% in Q4 <9% in Q4
4% in Q4 14% in Q1
17% in Q3
Late Night
15% in Q4
0% in others
Focusing On Missing Out

10. Campaign Overview
STRATEGIC APPROACH
MEDIA OBJECTIVES
CAMPAIGN PARAMETERS
TARGET PROFILE
10

11. 3-pronged strategic approach: to reach the core OJ drinking
adult, highlight key seasonal priorities, and maintain presence
throughout the year
11
REACH THE CORE MAKE A SPLASH KEEP IT FRESH
LAUNCH MINUTE MAID PULPY TO TARGET
AUDIENCE A35-54
EVENTIZE KEY SEASONAL PRIORITIES
AND SALES PERIODS
SUPPORT ONGOING AWARENESS WITH
PRESENCE THROUGHOUT THE YEAR
BY BY BY
PURCHASING BROAD-REACHING, DUAL-
SKEWING MEDIA, COMPLIMENTED BY SELECT
SPECIAL-INTEREST/NICHE AFFINITIES
(HEALTH, COOKING, FINANCE, ETC)
HEAVYING-UP PRESENCE DURING LAUNCH,
BACK TO SCHOOL, FSI/IN-STORE SUPPORT,
NY MARATHON AND OTHER KEY PERIODS
DEPLOYING ‘ALWAYS-ON’ SEARCH AND
SUPPORT DURING LOW PRIORITY PERIODS
WITH WITH WITH
TV, PRINT, DIGITAL, SEARCH TV, PRINT, DIGITAL, SEARCH, OOH PRINT, DIGITAL, SEARCH

12. TV & Print: to optimize brand awareness through
highlighting the premium nature of the product and
positioning product against the competition
12
•Prioritize TV over other media to launch Pulpy with high-visibility in key opportunity dayparts
•Build awareness amongst a broad audience through heavy presence in National & Prime Broadcast
•Complement broadcast buy with efficient, targeted placements in special interest cable networks
•Align with programming in line with target lifestyle (health, fitness, cooking, etc)
TV
• Focus on premium positioning and full-page placements where available to solidify Pulpy as a quality product
• Drive awareness around Free-Standing Insert support & In-Store sampling with National newspaper
• Extend reach with National newspapers and target special interest publications to align seasonal themes (holiday
entertainment, summer fitness, back-to-school parenting, etc)
Print

13. Digital & OOH: to complement the high-impact TV
and Print by extending online presence and local NYC
opportunities around the Marathon
13
• Extend presence to high-indexing sites in alignment with target internet preferences (gaming reviews, personal
finance, entertainment and news)
• Drive awareness as well as reach/efficiency with mix of high-impact takeovers, pre-roll and search engine
optimization
Digital
• Support NY Marathon with local sponsorship and media
OOH

14. The 2015 Campaign: national reach for Adults 35-54
and focus on key Minute Maid seasonal and sales
priorities.
14
Budget $35MM
Includes TV, Print, Digital, OOH, Contingency
Target Adults 35-54
National Presence
Seasonal Priorities
• Launch: March 2015
• In-Store Sampling: April
• FSI Support: 3/8, 6/28, 9/13
• Back to School
• New York Marathon
• Holiday

15. HH Income: $100k-500k
(>130)
Gender: Dual
Occupation: Business,
Office, Legal, Technical,
Architect
Age: 35-54 (102)
Education: College (119)
Graduate (118)
1 or More Children(150)
Attitudes
Behavioral/Lifestyle
Taste and health have high importance
HEALTH Love to try new diets (109);
Shape and Calories conscious (112)
FAMILY Prefer staying at home with the family (113)
LIFESTYLE Don’t have enough time to treat themselves well
enough because of busy Lifestyle (125)
SELF
CONCEPTS
Funny and humorous (110); Frank and Outspoken
(107); Good-hearted (104)
SHOPPING Shop with Children (109); Children have significant
impact (128);
Cautious decision maker (105); Using Internet to help
decision making process (104);
Environmentally conscious (105); Like new stores (106)
Target Audience: Adults 35-54, with one or more
children and a college degree, deserve to be
rewarded mindset

16. 6pm 12pm 6pm Evening Overnight
Waking Up
Getting ready
Lunch
Break
Commute SleepingWatching TV / Internet Surf
Prepare for bedWork Commute
Dinner
Meet friendsGym
A Day in the Life: With heavy mobile usage during morning and
evening commutes, desktop web during the day and TV in the
morning and evening

17. Tactical Detail
BUDGE T ALLOCAT I O N
TV
PRIN T
DIGI TA L
OOH
17

18. Budget: The majority will be invested on TV, followed
by print, digital, search, contingency, and OOH
61%
20%
10%
3% 5%1%
TV
Print
Digital
Search
Contingency
OOH
18
$21,350,000.00
$7,000,000.00
$3,500,000.00
$1,050,000.00
$1,750,000.00
$350,000.00

19. TV
19

20. Q1 & Q2: Product launch will feature a heavy March
and early April GRP load to boost early awareness
and in-store trial
20

21. Q3 & Q4: highlight back to school seasonal priority
and the NYC marathon sponsorship leading into the
holidays
21

22. Outcome: More than 50% of the total plan is in Prime, with
an average reach of 75% and 3.5 average frequency
22
Budget: $21,350,000| 60% Overall

23. Sample programming: a robust mix of dual skewing,
premium adjacencies covering news, sports, and
broad entertainment
Early Morning News
Broadcast
Prime
Cable Prime Syndication
Prime
Late Night
23

24. Print
24

25. Print Selection: A mix of premium placements,
seasonally aligned publications and national newspaper
25
133 Index
2,214,581 Circ
7.59 Coverage
140 Index
1,199,388 Circ
4.16 Coverage
127 Index
1,638,925 Circ
3.04 Coverage
123 Index
627,352 Circ
4.23 Coverage
105 Index
3,510,533 Circ
19.07 Coverage
106 Index
2,587,103 M-F
22,000,000 Sa-Su
20.00 Coverage
112 Index
1,631,528 Circ
5.99 Coverage
119 Index
2,144,967 Circ
7.18 Coverage
122 Index
3,286,467 Circ
18.6 Coverage
112 Index
18,000,000 Circ
12.4 Coverage
Budget: $7,000,000 | 20% Overall

26. Q1 & Q2: A broad-skewing print plan throughout the
year, with a strong push during launch, as well as
during Q2, to support a lighter TV plan
26

27. Q3 & Q4: stagger placement to continually support
seasonal priorities and when TV is lighter - such as
August and December
27

28. Outcome: Print campaign has an average index of
123 and coverage of 9.72%
28

29. Digital
29

30. Digital: align with seasonal interests and campaign
priorities, and features a mix of high-impact display
and video units
30
Budget: $3,500,000 | 10% Overall
Yahoo Finance
Synched Roadblock
March – April (Tax
Season)
IGN
Homepage Takeover
June
(E3 6/17-19; FSI 6/22)
728x90
300
x
600
970x250
w/skins
Men’s Health
Pre-Roll Roadblock
July – August
Parents
Advertorial
Sponsorship
Back-to-School /
September
Advertorial
NY Times
11/1 Homepage
Takeover
Food Network
Holiday
300
x
600
250x50
300
x250
728x90
Pre-Roll
100x50

31. Search keywords: capitalize on the competitive set,
category, seasonal interests and overall
health/nutrition
Sample Key Words
• Brand: Minute Maid, Minute ‘Made’
• Competitor: Tropicana, Simply Orange, Florida’s Natural,
Welch’s, Ocean Spray
• Generic/Category: Orange Juice, Juice, Fruit Juice, Pulpy,
Freshly Squeezed, Blended Juice, Fresh Juice, Beverage
• Seasonal/Priority: New York Marathon, School Breakfast,
Brunch, Summer cocktails, Holiday drinks
• Health/Nutrition: Vitamin C, Flu Season, Nutrition
31
Budget: $1,750,000 | 3% Overall

32. Flighting: An always-on strategy throughout the year, reaching
both Google and Bing users and catering creative to current
campaign alignment, such as the NYC Marathon
32
Search Query: NYC Marathon
Minute Maid® Pulpy Orange Juice - minutemaidpulpy.com
www.minutemaid.com/NYCMarathon
Run the NYC marathon with Minute Maid Pulpy

33. Out Of Home
33

34. NYC Marathon: Capitalizing on its global popularity, a
restaurant promotion and Bus advertising will
amplify the Minute Maid sponsorship
• Restaurant Sponsorship along the marathon route during New York Marathon week
• Bus Advertising
34
Budget: $350,000 | 1% Overall

35. Minute Maid Mimosas: A brunch partnership with
restaurants along the route will make it the go-to
drink for friends and family celebrating the runners
Take part in NYC’s most popular meal and support friends and family of runners by sponsoring ‘Marathon Mimosas’ at
restaurants on the Manhattan portion of the route
• Boost Minute Maid brand awareness among mass crowd by supporting Manhattan local restaurants brunch during
Marathon weekend
• For maximum exposure prior, during and after the event- aggressive local advertising indicating participating restaurants
• Support local restaurants in NYC and friends and family of marathon runners along the route
35

36. Bus sides: Highly-visible, featuring custom marathon
creative will run for four weeks surrounding the
marathon
Transit
• Half Showing of Bus Sides from 10/12 – 11/9
• Reaches highly trafficked local routes, both pedestrians
and vehicular traffic, during busy Marathon weeks
• Custom NY Marathon Creative
36
Route Borough Annual Ridership
M15 Local/SBS Manhattan 17,065,446
B46 Brooklyn 15,507,651
Bx12 Local/ SBS Bronx 15,299,111
B6 Brooklyn 13,352,953
B44 Local/SBS Brooklyn 12,112,521

37. Contingency Plan
37

38. Contingency budget: 5% reserved for a Q4
opportunistic spend, to be allocated to a top
performing medium pending client priority
• 5% of Budget
• Opportunistic for Q3-Q4 Sales Boost /
Add’tl Presence during Holiday
• Allocate to top performing medium
pending Q1-Q3 results
38
5%
TV
Print
Digital
Search
Contingency
OOH
Budget: $1,050,000 | 5% Overall

39. Campaign Recap
PLAN HIGHLIGHTS
FULL TACTICAL OVERVIEW
A YEAR WITH MINUTE MAID
39

40. Plan Highlights: Media objectives achieved for all
channels, within total budget of $35MM
TV
• Heavy presence in key promotional periods (avg. 60 GRPs/week during launch and back-to-school period.)
• Average 70% of Adults 35-54 reached, with 3.45x exposure
• Premium placement in Prime; extended presence in Early Morning & Late Night
PRINT
• A mix of premium print alignment will reach a broad audience effectively with an avg. coverage of 9.72% and
index of 123
DIGITAL & OOH
• Maximize presence with websites, online display, and SEM/SEO
• Competitive placement of OOH advertising to achieve high impact on NYC sponsorship opportunities
40

41. Full Year at a Glance: The Journey with MM
41
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cost
Reward
with
MM
Cook with
MM
Re-energize with MM
Learn
with
MM
Run with MM
Celebrate
with MM $34,999,544
TV $21,347,630
Print $7,010,914
Digital $3,500,000
Search $1,041,000
OOH $350,000
Contingency $1,050,000

42. Your 2015 with Minute Maid:
We know the customer
◦ Address their media consumption habit
◦ Media campaign theme aligned with target audience’s attitude
We know the competition
◦ Our voice is clearer where they are, louder where they aren’t
◦ Contingency budget
We know you!
◦ Product story throughout the year
◦ Right people, right time, right place, and right message
42
Refresh your mind, Reward your soul

43. Thank You
Q&A
43

44. Appendix
44

45. Competitive Spending per Daypart
45
DAYPARTS Q1 Q2 Q3 Q4
Tropica
na
Simply
Orange
Florida's
Natural
Tropica
na
Simply
Orange
Florida's
Natural
Tropica
na
Simply
Orange
Florida's
Natural
Tropica
na
Simply
Orange
Florida's
Natural
NETWORK EARLY
AM 0% 0% 3% 0% 0% 0% 0% 32% 0% 23% 0% 0%
NETWORK PRIME 0% 75% 4% 0% 66% 0% 0% 22% 2% 54% 0% 0%
CABLE EARLY AM 0% 1% 7% 0% 1% 7% 0% 2% 5% 2% 3% 9%
CABLE DAYTIME 0% 2% 5% 0% 4% 9% 0% 5% 8% 0% 8% 7%
CABLE EARLY
FRINGE/ACCESS 0% 7% 22% 0% 11% 12% 0% 13% 12% 1% 23% 13%
CABLE PRIME 0% 10% 46% 0% 13% 55% 0% 20% 46% 4% 49% 55%
CABLE LATE
FRINGE/OVERNIG
HT 0% 4% 14% 0% 5% 17% 0% 7% 27% 15% 17% 16%

46. NYC OOH Costs
46