In advertising class we were assigned to re-brand any brand of our choice. We chose Cheez Doodles because of their lack of marketing. Here is the final advertising plan our agency, Top Tier Advertising, produced.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
The document outlines a marketing campaign to revitalize Skippy Peanut Butter sales by targeting children ages 5-11, introducing new circus-themed packaging and characters, and implementing a multi-media advertising strategy including TV, print, outdoor, online, and in-store promotions to build brand awareness and position Skippy as a fun snack for kids.
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
For this project, I worked with team members to create an advertising campaign for Sabra Hummus. My main portion of the project was to photograph and design the advertisements.
The document outlines a marketing campaign for Sabra Hummus created by the advertising agency Sapphire International, with the goal of increasing brand awareness and converting alternative dip users to Sabra Hummus by showing how it can be used in various easy ways. The campaign strategy is to portray Sabra Hummus as a simple snack that is perfect for any occasion through print, television, outdoor, and online advertisements depicting different scenarios of Sabra Hummus being consumed. Research was conducted to inform the campaign's target market of health conscious women ages 18-34, brand value proposition, and key message that Sabra Hummus is "a creamy delight that's always just right
Kate and Layla represent Sabra's primary target market of health conscious mothers between the ages of 25-34 who are buying food for their families. Both women value nutrition, convenience, and taste when choosing snacks and meals for themselves and their children. They exemplify Sabra's target consumers who want easy, on-the-go options that also provide health benefits.
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
Marketing 301 Isenberg School of Management, Sabra Hummus, new product recommendation, market analysis, industry trends, target market, current marketing mix, SWOT analysis
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
The document outlines a marketing campaign to revitalize Skippy Peanut Butter sales by targeting children ages 5-11, introducing new circus-themed packaging and characters, and implementing a multi-media advertising strategy including TV, print, outdoor, online, and in-store promotions to build brand awareness and position Skippy as a fun snack for kids.
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
For this project, I worked with team members to create an advertising campaign for Sabra Hummus. My main portion of the project was to photograph and design the advertisements.
The document outlines a marketing campaign for Sabra Hummus created by the advertising agency Sapphire International, with the goal of increasing brand awareness and converting alternative dip users to Sabra Hummus by showing how it can be used in various easy ways. The campaign strategy is to portray Sabra Hummus as a simple snack that is perfect for any occasion through print, television, outdoor, and online advertisements depicting different scenarios of Sabra Hummus being consumed. Research was conducted to inform the campaign's target market of health conscious women ages 18-34, brand value proposition, and key message that Sabra Hummus is "a creamy delight that's always just right
Kate and Layla represent Sabra's primary target market of health conscious mothers between the ages of 25-34 who are buying food for their families. Both women value nutrition, convenience, and taste when choosing snacks and meals for themselves and their children. They exemplify Sabra's target consumers who want easy, on-the-go options that also provide health benefits.
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
Marketing 301 Isenberg School of Management, Sabra Hummus, new product recommendation, market analysis, industry trends, target market, current marketing mix, SWOT analysis
Disney Consumer Products (DCP) faced criticism over unhealthy food products. To address this, DCP shifted to focus on healthier options classified as main meals, sides, snacks, and drinks. DCP partnered with Imagination Farms and Kroger supermarket to develop and market fresh fruit and private label healthy food products under the Disney brand. DCP's strategy was to balance fun branding appeals to kids with nutritional guidelines by limiting sugars, fats, and portion sizes. This allowed DCP to maintain popularity while addressing criticism over contributions to childhood obesity.
Disney Consumer Products: Marketing Nutrition to ChildrenSumiran Mittal
The Walt Disney Company was established in 1923 and is now a $32 billion mass media and entertainment conglomerate. In 2005, Disney generated $2.5 billion in net income. Disney Consumer Products (DCP) licenses Disney characters for use on food and other merchandise. In response to criticism over marketing unhealthy foods to children, DCP reformulated products to be more nutritious and launched partnerships with grocery retailers like Kroger to market healthier Disney-branded foods using characters like Chef Mickey.
Cheez-Its were first produced in 1921 and have changed ownership several times, currently being produced by Kellogg under the Sunshine label. Cheez-Its targets families, children, teens and young adults as its main consumers. It competes most directly with Cheese Nips and Goldfish but also wheat and saltine crackers. Kellogg generates over $122 million annually from crackers like Cheez-Its and is focusing on single-serve packaging which is driving growth. Cheez-Its has brand loyalty due to its long history and maintains its original cheese flavor recipe.
Disney Consumer Products : Marketing Nutrition to ChildrenDisha Itkelwar
Disney faced criticism for contributing to childhood obesity through unhealthy food products. To address this, Disney conducted research and determined key product categories and guidelines to balance its portfolio. It partnered with companies like Imagination Farms and Kroger to increase healthy options like fruits and vegetables and main meals. Disney also eliminated trans fats and provided seasonal produce to make healthier choices available. While pricing, competition, and changing consumer demands posed risks, Disney aimed to capitalize on its brand and extend offerings to improve children's nutrition.
Aspirationals represent 39% of the global population and are defined by their love of shopping, style and social status, as well as their desire to consume responsibly and influence others. The report details a shift towards authenticity, wellbeing, sustainability and social purpose. It reveals that understanding the deepest hopes, aspirations and values of this rising generation will define the future of brands. Brands that are able to think creatively and holistically about how to act with purpose will be most relevant and resilient.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
The document summarizes market research conducted on Doritos snack chips. It finds that taste and advertising are the top motivators for purchasing Doritos, while healthiness is the lowest motivator. It also finds that Doritos ranks third in terms of affordable cost but first for taste. Finally, the research implications are that Doritos should focus on improving perceptions of healthiness and consider new product sizes or resalable bags to better compete with top brands like Lays.
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
Disney Consumer Products has faced criticism for potentially contributing to childhood obesity. It has since implemented nutritional guidelines for its food products and launched offerings of fresh fruits. To address health concerns, Disney will consider new strategies like collaborating with Disney programs and characters to promote healthy eating, educating parents on nutrition, and creating a new character that emphasizes healthy foods' benefits.
This document appears to be a marketing campaign plan for Snapple beverages. It includes sections on research conducted, target audiences, competitors, branding analysis, goals of the campaign, and proposed creative concepts. The key insights from research found that while Snapple is seen as sugary, consumers still treat themselves occasionally. The big idea is to position Snapple not as a healthy drink but as a fun treat, emphasizing its quirky personality from the 1990s/2000s to encourage consumers to "live a little."
How to find and communicate your social purpose using PRDora Nikols
Dora Nikols PR & social purpose specialist from Social Mission shows how companies can find their social purpose and promote it in a meaningful way using her Stand For Something Framework.
Today this is important as 89% of consumers would switch brands to one that supports a good cause .
Cadbury Gems attempted to reposition its brand and target adults instead of kids by using the tagline "Raho Umarless" or "Be Ageless" in its ad campaigns. However, the repositioning failed because the ads did not effectively connect with the target adult consumers. The ads showed adults behaving childishly, which did not resonate well. Additionally, the campaigns lacked convincing messaging about why adults should buy Gems and when it would be appropriate for them to do so. By not addressing the consumer benefits and providing a reason to buy, the repositioning was unsuccessful in communicating the brand's new positioning.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
NSAC 2018 Team 352 Final Plans Book: Ocean SprayLauren A Nash
The yearly National Student Advertising Competition (NSAC) collaborated with Ocean Spray this past year.
The collegiate national competition provides a platform for students to pitch their strategic advertising/marketing/media campaign to the corporate client. There are three progressive levels of competition; the district, semi-final, and national levels.
Get Planning Smart - APG creative strategy awardsemmersons1
At this year's APG awards - which are "the ultimate accolade for creative thinking in strategy” - BBDO WON BIG. This week, we look at some of the exceptional thinking that has come out of our network.
BelVita Indulgence - Market Analysis and RecommendationJake Godgart
Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
This marketing plan summary outlines Halls' situation analysis, objectives, positioning, targeting, and promotion strategy for 2013. Halls conducted 5C, PEST, and SWOT analyses to understand its competitive environment. Its objectives are to promote new products without undermining the original Halls. Halls positions itself as both a "magician" and protector. It targets those seeking relief from sore throats and to freshen breath. The 4Ps strategy keeps price stable while introducing new flavors. Promotion ideas include an interactive tasting machine, sponsoring music events, and seasonal sampling events to launch flavors.
Poch sophorn session 4 communal land registrationmrlgregion
1) The document summarizes Cambodia's process for communal land registration for Indigenous People's Communities (IPCs), which involves multi-step procedures for self-identification, establishing legal entity, preliminary land mapping, and issuing collective land titles.
2) It describes the various stakeholders involved at each step, typical timelines of 1-1.5 years and costs of $10,000-$30,000 per community. As of June 2016, 11 IPCs had received land titles with many more in process.
3) Key challenges are the long, complicated procedures, ongoing land conflicts, lack of post-registration support, and limited effectiveness of collective land titles in protecting IPC lands from encroachment
Os alunos da sétima C, sob a orientação da professora Rita, tratam o tema do ano "História de Anibal de Freitas" inserindo nomenclaturas em inglês no mapa da escola, mapeando e representando a região tematicamente na nova língua. A atividade prepara os alunos para os Jogos que acontecerão em Campinas e é elogiada pelo estímulo e criatividade da professora.
This very short document does not contain enough contextual information to generate an accurate 3 sentence summary. It includes two letters "ET" and the word "SUR" but no other words, sentences or context. A meaningful summary cannot be produced from this limited information.
Disney Consumer Products (DCP) faced criticism over unhealthy food products. To address this, DCP shifted to focus on healthier options classified as main meals, sides, snacks, and drinks. DCP partnered with Imagination Farms and Kroger supermarket to develop and market fresh fruit and private label healthy food products under the Disney brand. DCP's strategy was to balance fun branding appeals to kids with nutritional guidelines by limiting sugars, fats, and portion sizes. This allowed DCP to maintain popularity while addressing criticism over contributions to childhood obesity.
Disney Consumer Products: Marketing Nutrition to ChildrenSumiran Mittal
The Walt Disney Company was established in 1923 and is now a $32 billion mass media and entertainment conglomerate. In 2005, Disney generated $2.5 billion in net income. Disney Consumer Products (DCP) licenses Disney characters for use on food and other merchandise. In response to criticism over marketing unhealthy foods to children, DCP reformulated products to be more nutritious and launched partnerships with grocery retailers like Kroger to market healthier Disney-branded foods using characters like Chef Mickey.
Cheez-Its were first produced in 1921 and have changed ownership several times, currently being produced by Kellogg under the Sunshine label. Cheez-Its targets families, children, teens and young adults as its main consumers. It competes most directly with Cheese Nips and Goldfish but also wheat and saltine crackers. Kellogg generates over $122 million annually from crackers like Cheez-Its and is focusing on single-serve packaging which is driving growth. Cheez-Its has brand loyalty due to its long history and maintains its original cheese flavor recipe.
Disney Consumer Products : Marketing Nutrition to ChildrenDisha Itkelwar
Disney faced criticism for contributing to childhood obesity through unhealthy food products. To address this, Disney conducted research and determined key product categories and guidelines to balance its portfolio. It partnered with companies like Imagination Farms and Kroger to increase healthy options like fruits and vegetables and main meals. Disney also eliminated trans fats and provided seasonal produce to make healthier choices available. While pricing, competition, and changing consumer demands posed risks, Disney aimed to capitalize on its brand and extend offerings to improve children's nutrition.
Aspirationals represent 39% of the global population and are defined by their love of shopping, style and social status, as well as their desire to consume responsibly and influence others. The report details a shift towards authenticity, wellbeing, sustainability and social purpose. It reveals that understanding the deepest hopes, aspirations and values of this rising generation will define the future of brands. Brands that are able to think creatively and holistically about how to act with purpose will be most relevant and resilient.
Reclaimism: Aspirational Consumers and Emerging TrendsSustainable Brands
The rise of localism, the DIY movement and collaborative consumption business models are corollaries to the trend BBMG calls reclaimism, part of an emerging ecosystem of products, services and experiences that make it easier to live well and do good. Big brands are taking notice, too, recognizing the trend as a key signifier of Aspirational consumers, a fast-growing segment that refuses to compromise and wants to unite style and status with social purpose. This snapshot brings the trend to life by articulating its key themes, providing related brand examples, consumer stories and clear takeaways for today’s forward-thinking brands.
The document summarizes market research conducted on Doritos snack chips. It finds that taste and advertising are the top motivators for purchasing Doritos, while healthiness is the lowest motivator. It also finds that Doritos ranks third in terms of affordable cost but first for taste. Finally, the research implications are that Doritos should focus on improving perceptions of healthiness and consider new product sizes or resalable bags to better compete with top brands like Lays.
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
Disney Consumer Products has faced criticism for potentially contributing to childhood obesity. It has since implemented nutritional guidelines for its food products and launched offerings of fresh fruits. To address health concerns, Disney will consider new strategies like collaborating with Disney programs and characters to promote healthy eating, educating parents on nutrition, and creating a new character that emphasizes healthy foods' benefits.
This document appears to be a marketing campaign plan for Snapple beverages. It includes sections on research conducted, target audiences, competitors, branding analysis, goals of the campaign, and proposed creative concepts. The key insights from research found that while Snapple is seen as sugary, consumers still treat themselves occasionally. The big idea is to position Snapple not as a healthy drink but as a fun treat, emphasizing its quirky personality from the 1990s/2000s to encourage consumers to "live a little."
How to find and communicate your social purpose using PRDora Nikols
Dora Nikols PR & social purpose specialist from Social Mission shows how companies can find their social purpose and promote it in a meaningful way using her Stand For Something Framework.
Today this is important as 89% of consumers would switch brands to one that supports a good cause .
Cadbury Gems attempted to reposition its brand and target adults instead of kids by using the tagline "Raho Umarless" or "Be Ageless" in its ad campaigns. However, the repositioning failed because the ads did not effectively connect with the target adult consumers. The ads showed adults behaving childishly, which did not resonate well. Additionally, the campaigns lacked convincing messaging about why adults should buy Gems and when it would be appropriate for them to do so. By not addressing the consumer benefits and providing a reason to buy, the repositioning was unsuccessful in communicating the brand's new positioning.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
NSAC 2018 Team 352 Final Plans Book: Ocean SprayLauren A Nash
The yearly National Student Advertising Competition (NSAC) collaborated with Ocean Spray this past year.
The collegiate national competition provides a platform for students to pitch their strategic advertising/marketing/media campaign to the corporate client. There are three progressive levels of competition; the district, semi-final, and national levels.
Get Planning Smart - APG creative strategy awardsemmersons1
At this year's APG awards - which are "the ultimate accolade for creative thinking in strategy” - BBDO WON BIG. This week, we look at some of the exceptional thinking that has come out of our network.
BelVita Indulgence - Market Analysis and RecommendationJake Godgart
Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
This marketing plan summary outlines Halls' situation analysis, objectives, positioning, targeting, and promotion strategy for 2013. Halls conducted 5C, PEST, and SWOT analyses to understand its competitive environment. Its objectives are to promote new products without undermining the original Halls. Halls positions itself as both a "magician" and protector. It targets those seeking relief from sore throats and to freshen breath. The 4Ps strategy keeps price stable while introducing new flavors. Promotion ideas include an interactive tasting machine, sponsoring music events, and seasonal sampling events to launch flavors.
Poch sophorn session 4 communal land registrationmrlgregion
1) The document summarizes Cambodia's process for communal land registration for Indigenous People's Communities (IPCs), which involves multi-step procedures for self-identification, establishing legal entity, preliminary land mapping, and issuing collective land titles.
2) It describes the various stakeholders involved at each step, typical timelines of 1-1.5 years and costs of $10,000-$30,000 per community. As of June 2016, 11 IPCs had received land titles with many more in process.
3) Key challenges are the long, complicated procedures, ongoing land conflicts, lack of post-registration support, and limited effectiveness of collective land titles in protecting IPC lands from encroachment
Os alunos da sétima C, sob a orientação da professora Rita, tratam o tema do ano "História de Anibal de Freitas" inserindo nomenclaturas em inglês no mapa da escola, mapeando e representando a região tematicamente na nova língua. A atividade prepara os alunos para os Jogos que acontecerão em Campinas e é elogiada pelo estímulo e criatividade da professora.
This very short document does not contain enough contextual information to generate an accurate 3 sentence summary. It includes two letters "ET" and the word "SUR" but no other words, sentences or context. A meaningful summary cannot be produced from this limited information.
The Health Initiatives for Safety and Stability in Africa (HIFASS) is a non-governmental organization established in 2007 with a mission to improve population health in Africa. HIFASS works to strengthen healthcare systems through activities like capacity building, healthcare education, and community health services. It currently manages several projects focused on HIV/AIDS prevention, treatment, and support for orphans and vulnerable children across Nigeria in partnership with government and international organizations.
XML is a markup language that allows for the creation of structured documents. It is characterized by specific tags rather than generic tags, an infinite number of possible tags rather than a finite set, and structure rather than presentation. XML documents must be well-formed, following syntax rules for proper nesting and closing of tags. They may also be valid, referencing a DTD that defines the elements and attributes allowed. XML enables data exchange across different systems and self-describes the structure and meaning of data tags.
This document discusses conditional sentences in English and identifies their different types. There are four main types of conditional sentences: those using future tense, modal verbs, perfect tense, and those expressing unlikely or impossible situations. Conditional sentences express consequences or outcomes that are possible or unlikely depending on whether a given condition is met or not.
This document discusses USSAC's plans to build a new 4G network in Africa combining satellite, radio frequency, and fiber technologies. This will provide high-speed internet access across Africa, including rural areas, at affordable prices. Currently, most Africans cannot access high-speed internet due to limited and overloaded networks. USSAC aims to fill this gap with their new network, which will have the widest coverage of any operator. They believe this first true multi-technology network on the continent will see strong returns as internet usage in Africa is forecast to greatly expand in the next 4-5 years. USSAC was founded in 2009 to solve issues of limited data, speed and coverage in Africa.
Many organizations view incentive programs as the primary solution to driving sales results. While true, it is only the tip of the iceberg. While top performers will often stretch to win the trip, the real leverage lies within the middle 60% of the sales organization. Rewarding top achievers is critical to a retention strategy, but driving middle performers to shift to increase their results by just 5% can reap a 70% gain in overall sales results.
Invertebrates are animals without backbones and include over 97% of all animal species. They are found in nearly all ecosystems and have a variety of forms, including insects, spiders, worms, starfish, jellyfish, corals, and shellfish. Some key characteristics of invertebrates are that they lack internal bones and have exoskeletons or soft bodies for protection and support.
Dr. shengzhi session 4 communal land registrationmrlgregion
This document summarizes the history of customary tenure and communal rights in China. It discusses that before 1949, aristocracy and family control dominated the countryside, while the imperial power did not extend to rural areas. From 1949-1980, a period of collectivization and centralization occurred, where all rights belonged to collectives. Since 1980 during the Reform Era, China has transitioned to granting land use rights to households through 30-year contracts, and recognizing households rather than collectives for conservation programs, while also privatizing some forest lands. Future reforms may provide more incentives for cooperatives and enhance rural governance to potentially support communities.
1) Brazil has been facing economic, political, and environmental crises while the EU faces an identity crisis due to Brexit.
2) Despite these challenges, cooperation in science and technology between the EU and Brazil remains important for sustainable development globally and can help both sides overcome obstacles.
3) Cooperation occurs through different levels - EU policies, bilateral state-EU relations, and bilateral state-state relations - and single Brazilian states and EU members are increasingly active in scientific collaboration.
Lin huang s2 recognition of customary tenuremrlgregion
This document summarizes the findings of a study documenting customary land tenure practices in Sar Pauk Village, Myanmar. The study involved conducting focus groups and interviews with villagers over multiple trips to understand how they govern and allocate land and natural resources. Key findings include that villagers have equal access to rotational farming lands and forests, land is managed communally and not for commercialization, and they employ sustainable land and resource practices. However, challenges exist such as lack of legal recognition of their customary tenure system and threats from illegal logging and potential land acquisitions.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
A study on consumer behaviour towards lay'sSoumya Anchi
The document summarizes a study on consumer behavior towards Lay's potato chips in Dharwad, India. The study collected data through surveys of 100 respondents. Key findings include:
1. The majority of respondents, 75%, preferred Lay's chips over other brands like Haldiram's and Bingo.
2. The most preferred Lay's flavors were Spanish Tomato (32%), Hot and Sweet (23%), and Classic Salted (19%).
3. Most respondents, 76%, felt Lay's had enough flavor varieties and consumed the chips often or very often.
4. Taste was the main compelling factor for 86% of respondents when purchasing Lay's, rather than brand, price or other
Stonyfield Organic yogurt seeks to increase sales and market share through a campaign created by Vision Media agency. The campaign aims to reach women ages 34-49 by emphasizing Stonyfield's commitment to sustainability, organic practices, and community initiatives. The objectives are to achieve 80% comprehension and 40% conviction of the Stonyfield brand through advertising across various media channels over 12 months.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Bolthouse Farms produces smoothies that are healthy and convenient. However, consumers are unaware of Bolthouse Smoothies in the marketplace. The campaign aims to inform consumers about Bolthouse Smoothies and their role in a healthy lifestyle. Roots Agency plans to accomplish this through an advertising plan that will reach 70% of the target market of women and men aged 25-49 at least four times over the course of a year. [END SUMMARY]
Disney faced criticism for contributing to childhood obesity through its food products. It saw an opportunity to market healthier foods to kids. Disney conducted research and found a gap between what kids wanted and what parents bought. It developed guidelines to make food products healthier by 2008. Disney partnered with Imagination Farms to develop exclusive and value-added produce varieties. It saw competition from Nickelodeon, Sesame Workshop, and Warner Bros. in the healthy kids food space. Disney believed it could beat competitors through its brand magic and characters. Successfully marketing healthier foods while differentiating from competitors and maintaining profitability would be a challenge.
Disney analyzed the children's food market in response to rising childhood obesity. Focus groups found that children influence purchases and associate Disney with fun. Disney launched a "Better for You" campaign with balanced, portion-controlled foods in 5 categories. It partnered with retailers to market exclusive healthy Disney-branded products. While risks included short-term revenue losses and skepticism, Disney was well-positioned to use its brand to promote nutrition through character licensing, education, and coordination with stakeholders.
The document proposes a new advertising campaign to target children ages 5-11 and revitalize sales of Skippy peanut butter. The campaign would use a circus theme featuring circus character mascots. Advertising would utilize TV, magazines, outdoor displays, grocery store promotions, online games and banners, and an elementary school art curriculum. The goal is to make Skippy a fun brand for children and create lifelong customers as the children grow up.
Disney consumer products: Marketing Nutrition to ChildrenParag Karguppikar
Disney Consumer Products (DCP) dominates the character licensing industry with 56% market share. It licenses characters for $23 billion in annual retail sales across various product categories including food. However, DCP faced criticism for contributing to childhood obesity through licensing sugary foods. In response, DCP conducted a nutrition audit and planned to reformulate or discontinue non-compliant food products by 2008. It also launched healthier food lines like Disney Magic Selections and partnered with Imagination Farms to license characters to promote nutritious produce. DCP's challenges included making healthier options appealing to kids, affordable for parents, and profitable for retailers while overcoming its legacy in sugary foods.
DISNEY CONSUMER PRODUCTS : MARKETING NUTRITION TO CHILDREN hasitha ramini
Disney Consumer Products sought to address declining sales and concerns over childhood obesity by expanding into the children's food market. It conducted a nutritional audit and reformulated many existing food products to reduce calories, fat, sugar and salt while improving nutrient content. Disney partnered with Imagination Farms and Kroger to develop and market a new line of healthier packaged and fresh foods for children featuring Disney characters. It aimed to offer nutritious options that were also affordable, fun and appealing to both children and parents. However, there was some uncertainty around whether public and media perceptions of Disney's role in childhood nutrition could limit demand for the new products.
Disney faced criticism for contributing to childhood obesity through marketing unhealthy food products. In response, Disney implemented a two-pronged strategy: 1) Developing "Better For You" nutrition guidelines to reformulate products, and 2) Making healthier foods appealing to children through branding with popular characters. Disney partnered with produce companies to market fruits and vegetables branded with Disney characters. It also collaborated with major retailers like Kroger to develop and sell compliant grocery products. Disney's solution aimed to improve its portfolio's nutrition profile while still delivering an engaging experience for children.
This document provides a campaign book for Ben & Jerry's ice cream. It includes sections on the history of Ben & Jerry's, a situational analysis of their product, consumers, competitors and market, a SWOT analysis, objectives for increasing sales and social media followers, media objectives for online, print, television, radio and public advertising, a proposed budget, description of their target audiences, and tactics for social media engagement and publicity. The overall goal is to improve Ben & Jerry's standing against competitors by increasing sales, awareness of their social causes, and spending on press advertisements.
This document summarizes research conducted on the Honey Nut Cheerios brand. Primary research included focus groups and an online survey of 40 participants ages 18-24. Secondary research analyzed the brand's history, competitors, and marketing strategies. The research provided qualitative and quantitative insights into perceptions of the product. Key findings include that the target market sees it as a familiar childhood cereal but lacks awareness of mascot Buzz, despite his prominent role in advertising. The research evaluated the cereal's packaging, ingredients, taste, and role in a healthy breakfast.
Skinny pop book advertising final finalAustin Gomar
This document provides an advertising campaign plan for SkinnyPop popcorn. The objectives are to increase sales by 10% and achieve high levels of comprehension and conviction of the brand's message. Research found that SkinnyPop was a top brand for taste and health benefits. The target markets are college-aged women, recent graduates, and mothers. The campaign strategy is to promote SkinnyPop as a guilt-free, healthy snack that helps women feel confident. Creative executions will feature everyday scenarios and emphasize how SkinnyPop allows women to snack without worry. The slogan is "A little something to help you pop!" referring to increased confidence. Media placements include magazines, television, transit, and internet.
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2. Table of Contents
Executive Summary 3
Agency Strategy 3
History 4
Comparative Analysis 5
SWOT Analysis 6
Environmental Analysis 7-8
Objectives & Budget 9
Research 10
Brand Value Proposition 11
Target Market 12-13
Campaign Strategy 14
The Big Idea 15
Creative 16
Print Ads 17-18
Online Ads 19-20
Out of Home Ads 21
Commercial 22
Creative Testing 23
Media Objectives 24
Media Strategies 25
Media Choices 26-28
Media Schedule 29
Media Budget 30
Brand Activation 31-33
Evaluation 34
Creative Brief 35
Meet the Team 36-37
3. 3
Executive Summary Agency Strategy
Cheez Doodles is a well-known company
that produces corn cheese puff snacks under
Wise Foods, Inc. Offered in various flavors, Cheez
Doodles is a fun, kid-friendly snack that is offered
in grocery and convenience stores across the
country. Founded in 1921, Cheez Doodles has
continued its promise to be “committed to giving
you great-tasting snacks that you can enjoy with
family and friends”. Top Tier’s mission is to further
attract customers to Cheez Doodles through an
appeal to the 1990s decade. Through pairing the
fun and cheesy personality of Cheez Doodles
with the “cheesiest” decade, the 1990s, we can
introduce iconic 90s characters in to our brand’s
executions. We at Top Tier pride ourselves in do-
ing fun, creative executions that reflect classic
brands that families know and love. With Wise’s
Cheez Doodles, families can experience a nos-
talgic throw-back while enjoying the delicious
cheesy snack that they grew up enjoying.
1. Research 2. Goal Settings
3. Creative Brainstorming
4. Execution 5. Evaluation
Top Tier strives to bring the most creative
and effective campaigns to the table.
Through our agency’s brand strategy, we
take particular steps to reach a desired
product. First, we research the product
and the audience. Second, we set goals
for the campaign to reach. Next, we do
intensive creative brainstorming which is
where we excel. Lastly, we execute our
ideas and evaluate the success of the
campaign. Here at Top Tier, this process
allows us to create effective and creative
products that bring success to you com-
pany so it can flourish.
4. History of Cheez Doodles
Cheez Doodles were cre-
ated in 1921 by Morrie Yohai, the
president of Old London Foods.
Old London Foods is a compa-
ny that had been producing
ice cream cones, popcorn and
cheese crackers. Yohai learned
while using a machine that
processed corn meal, if it was
used under high pressure, could
be turned into a long tube shape.
Morrie Yohai went on to name
the tube-shaped chip the “Cheez
Doddle.” First marketed in the late
1950s, Cheez Doodles soon
became so popular that by 1965,
Old London Foods was bought by
Borden and Mr. Yohai became
vice president of Borden’s snack
food division. In the mid-1960s the
company was acquired by Borden
and assigned to the Wise potato
chip division. Cheez Doodles
remain one of the strongest brands
marketed by Wise, which is no
longer part of Borden.
5. 5
Comparative Analysis
Strengths:
Cheetos is a strong brand
with an enticing mascot.
Chester Cheeto appeals to
young audiences therefore
making Cheetos more popu-
lar. Cheetos are always dis-
played in vending machines
and have partnered with
recognizable food chains to
expand their target market.
Weakness: Cheetos are ex-
tremely high in sodium and
fat. One serving of Cheetos
gives you 10% of your
recommended allowance of
sodium, 14% of daily
recommended fat, and 20%
of the fat is saturated which
raises cholesterol in the long
run.
Strengths:
Pirate’s Booty is a catchy
name that grabs consumers
attention. They are made
with all natural ingredients
and have a mascot that
appeals to children. The
snack is gluten free and
contains no food coloring or
artificial flavors.
Weakness:
Priates Booty
costs more
than average
snack food.
Taste is less
appealing to
children.
Strengths:
Jax Cheese Puffs is gluten
free and peanut and tree
nut free which appeals
to children with allergies.
They are also available in
multigrain with 0 trans fat.
Weakness:
Jax does not
have a mas-
cot and Bach-
man is not a
leading snack
brand. The
packaging is
very boring in
comparison to
other brands.
6. SWOT Analysis
Cheez Doodles are a
branch off of the well
respected brand of Wise.
The doodles are gluten free,
made with real cheese, and
are known for their small
snack bag for “on the go”.
They come in a variety of
flavors and sponsor both the
Red Sox and the Mets.
Strengths Weakness
Cheez Doodles have become a
passive brand. There has not been
any noticeable advertisements for
years. The doodles do not have
a fun mascot and are not the first
choice cheese snack. Cheez
Doodles are not healthy and have
an outdated logo.
Opportunities Threats
Cheez Doodles could be bigger
and better than competitors if
they found a way to incorporate
them info cafeteria lunches,
vending machines, and played
up being the “on-the-go” snack.
They also should play up the
fact that they are healthier than
Cheetos.
Cheez Doodle threats are other
cheese brands such as : Dor-
itos, Goldfish, Cheese-its. Other
snacks are usually preferred
over Cheez Doodles
especially brands who adver-
tise more and have a kid
friendly mascot.
7. 7
Economic
Environtmental Analysis
Technological Forces
Technological cost of
materials and labor, leisure time
(shopping), new product
development, new ingredients, new
packaging methods, innovations in
the industry.
Competitive forces include:
Cheetos, Pirates Booty, Jax. Other
cheesy snacks are also our
competition including: Doritos,
Goldfish, and Cheese-its.
Economic Forces involve
producing artificial ingredients
rather than natural. This affects
the production costs of Cheez
Doodles as well as taxes and
inflation.
Competitive Forces
8. Environtmental Analysis
Socioculture Forces
Legal/Regulatory Forces
Cheez Doodles is regulated through the
United States Food and Drug Administration,
which monitors products to protect consumers.
Recently, the FDA has been debating declar-
ing a ban of trans fat in products because it
is so bad for consumers. Wise’s production of
quality snacks are affected by sustainability
because all obsolete packaging is recycled
into park benches. Controlled by energy saving
technology, Wise is a devoted member of the
“Demand Response” program that is managed
by EnerNOC.
Stress eating, “munchies”, social
eating Cheez Doodles prides itself on
bringing people together during snack
time. This can be a time for social eat-
ing, catching with friends, or after a late
night when someone gets the “munch-
ies.” Stress eating also can be a big
time for food consumption because
Cheez Doodles can easily be taken on-
the-go to accompany a busy schedule
for moms and children.
9. 9
Objectives and Budget
The “Who said Cheesy went out of Style?” campaign
will be one year long, beginning in January 2015 and end-
ing in December 2015. This will be a pulsing campaign with
the heavier advertising in March for National Cheez Doo-
dles day and in the summer when snack foods are bought
more often for children.
Time Frame
Within the target audience of women ages 35-49, Top
Tier Ad Agency will see 75% comprehension and 50% con-
viction. This means that we aim for 75% of the target to know
our product and for 50% of the target to value our product.
Additionally, we have defined our reach as 75% and set the
effective frequency at 4.
Advertising Objective
Our sales target is to increase Wise Cheez Doodles sales
by 10% by the end of this campaign. We will achieve this
through bringing out the fun side of Cheez Doodles by pairing
it with the fun and “cheesy” vibe of the 90s.
Budget Summary
Media Objectives
Top Tier Ad Agency was allocated $10
million dollars as a budget for the Cheez
Doodles campaign. The following pie charts
represent the amount of money to be used for
each medium.
10. Research
Research Objectives
Primary Research Secondary Research
- To identify which chip products are purchased over Cheez Doodles in our
target market
- To define what types of snack foods consumers buy
- To measure the product awareness of Cheez Doodles within the target
market
- To identify the perception of Cheez Doodles of our target market
Top Tier conducted an online survey that
was taken by 75 people in the target market. Of
the people tested, 68% were already aware of the
product. However, many people responded that
they do not purchase cheese puff products of-
ten-59% of the survey sample checked off that they
purchase these products less than once a month.
It was also revealed that Cheez Doodle’s biggest
competitors are Bachman Jax Cheese Curls, Frito-
Lay Cheetos, and Pirate’s Booty products. Howev-
er, when asked which chip product they purchase
most often, more of the sample (41%) selected
Cheez Doodles over any other snack. Additional-
ly, when asked to choose words that they felt best
described Cheez Doodles, 92% of all of those tested
chose positive words. 58% of those tested chose the
word “good,” 53% chose the word “cheesy” and
47% of those tested selected the word “tasty” to
describe the product and brand.
For secondary research, Top Tier explored
sites on product features and campaigns, and also
sites pertaining to the target audience. On the
Cheez Doodles website we learned about the
history of the brand, the most recent Cheez
Doodle campaign, and its current logo and brand
design. The Wise Foods site displayed the varieties
of Cheez Doodles. We looked at Frito Lay’s website
to see what one of our major competitor,
Cheetos, is up to. Lastly, we looked at various
“Mommy Blogs” to see what women with chil-
dren were generally interested in on the internet.
When looking for research on the target audience,
various articles on AdWeek, AdAge BrandWeek
helped further understand the psychographics of
our target market.
11. 11
Brand Value Proposition
Functional
Emotional
Self Expressive
Wise Cheez Doodles is a crunchy, cheese flavored corn snack. Made with real
cheese, Cheez Doodles come in several varieties including Crunchy, Puffed, White Ched-
dar Puffed, Cheez Balls, Honey BBQ Puffed, Hot ‘n Honey Puffed, and Cheez Balls. All
Cheez Doodles products are free of preservatives and contain 0 grams transfat. Additional-
ly, many Cheez Doodles products are Gluten Free.
Wise Cheez Doodles products are fun and distinctively shaped, causing the consumer to
feel cool and interesting when they purchase the cheesy snack. The packaging of Cheez Doo-
dles is dynamic and colorful, making purchasers feel as if they stand out and are different from
the typical snack-shopper. Whether they are bringing Cheez Doodles to a party, packing a bag
into a child’s lunchbox for school, or putting out a bowl on family fun night, Cheez Doodles con-
sumers feel unique because they know that they are adding variety and pizazz to the snack ta-
ble. Additionally, users of the crunchy product will feel satisfied and pleased when they choose
Cheez Doodles over other chip snacks since all of the brand’s products are free of preservatives
and are made with real cheese.
By purchasing Wise Cheez Doodles products, mothers appear fun and exciting. The
packaging and vibe of the product is dynamic and fun. These qualities are reflected in the
buyers of the brand. Moreover, since Cheez Doodles have 0 trans fat and are preserva-
tive-fee, cheese puff consumers who choose the product care more about the nutrition of
their snack products.
12. Target MarketPrimary
A fun, working mom-on-the
go. After working her shift at the hos-
pital, Debbie can be found juggling
her kids’ soccer practices, dance
rehearsals and making family dinner...
that is if she has time. On the week-
ends, Debbie drops off her kids at
soccer games and heads to the gro-
cery store or the drugstore to do her
weekly shopping. She buys the kids
chips or other cheesy snacks for their
lunches, and food for balanced din-
ners throughout the week. Hopefully,
she can enjoy a rare date night to the
city with her husband at the end of
a long Saturday. Or even a girls night
out for cosmos.
Meet Debbie
Meet Jennifer
An outgoing mother who
makes time for her girlfriends. Jenn
met her husband in sophomore year
of college at NYU. After graduation,
they settled down outside of NYC in a
classy neighborhood of northern Jer-
sey. But that didn’t stop her social life.
She often has all her girlfriends from
college over to the house with their
boyfriends or husbands and kids. The
adults have their time with the wine
in living room while they send the kids
downstairs to play. Thriving off the
social setting, Jennifer likes to make
everyone feel comfortable. She
always has snacks like cheese puffs
and Chex Mix out of the counters for
everyone to share.
13. 13
Target MarketSecondary
Meet Casey
The young socialite who enjoys a good
time with her out-going friends and crazy
boyfriend. Whether Casey is working with
a big-shot client or out for iced coffee with
her friends, she is a personable and outgoing
individual. She likes to throw parties at her
loft apartment in the city where everyone
can go crazy. Between beers, they play Just
Dance on Wii and sometimes mess around
with Ouija board. If Casey isn’t throwing a
party of her own, you can be sure to find
her at a friend’s place bringing over snacks
and drinks to start the party some place else.
Cheers!
14. Campaign Strategy
The Challenge
Cheez Doodles struggles with brand recall com-
pared to other brands. According to our research, Frito
Lay’s Cheetos are the more memorable brand in the eyes
of the consumer. Our Challenge is to make Cheez
Doodles more desired than our competitors.
The Insight According to our research, Cheez Doodles is viewed
as a brand for children and younger individuals. However, the
majority of grocery shopping is done by women and
mothers of an older age; therefore, we found that Cheez
Doodles needs to appeal to the primary grocery shoppers.
The Solution Cheez Doodles promises to bring a fun and
nostalgic twist to the branding of their cheese puff snack
through a throwback to the cheesiest decade - the 90s.
16. Creative
Creative Strategy
Top Tier’s research has led us to understand the needs and wants of our target audience.
Since our primary audience is mothers we want to bring a sense of nostalgia to their purchase. Wise,
the owner of Cheez Doodles, is already a trusted snack brand. By naming 90’s the cheesiest decade
and pairing it with iconic characters from 1990’s pop culture, mothers will relive their past and want
to purchase Cheez Doodles. Our brand promise is to bring tasty, crunchy, real cheese products to
our consumers with spunky, “cheesy” 90s flair.
Art Direction
Copywriting
For Top Tier’s advertisements, we focused around the idea that the Cheez Doodle logo appears
very outdated. We branded Cheez Doodles as a 1990’s nostalgic brand, hoping to gain the target
market’s attention with the recognizable patterns and television characters of the 90s. We chose 90s
television show characters that we felt embodied the “cheesiness” of the decade-Steve Urkel from
Family Matters, Uncle Joey from Full House, Carlton from The Fresh Prince of Bel-air and Zack from
Saved by the bell. Top Tier created a bright, complimentary 90’s pattern that will continuously show
up in each advertisement. Top Tier’s advertising designs also encompass all of the different packag-
ing styles of Cheez Doodle products, so that each ad is color-coordinated according to each Cheez
Doodle flavor.
Each advertisement is branded with our slogan “Who said cheesy ever went out of style?”. The
copy to follow the slogan says, “The cheesiest snack is bringing the cheesiest decade back! Throw-
back 90’s swag in a bag! Celebrate your favorite 90’s icons with Cheez Doodles!”. Linking the chees-
iness of the 90’s to the cheesiness of Cheez Doodles again will cause feelings of nostalgia in mothers
viewing the ad. Using words like “swag” and “throwback” will appeal to our secondary audience-the
average young adult.
19. 19
Online Ad’s
Animated
Banner
Here we have an online
banner. Carlton swoops
into the screen doing
his signature cheesy
dance. If the consumer
clicks on the ad it will
take you to the Cheese
Doodle Twitter page
displaying the “Cheesy”
moments posted from
consumers.
20. Online Ad’s
Side Online Ad
This advertisement features Joey
Gladstone from the 1990’s clas-
sic TV show, Full House. His finger
pointing is a vector toward the
pink burst saying “Click Here for
a FREE COUPON”.
Updated Cheez Doodle Facebook Page
21. 21
Out of Home Ads
To better target moms on the go, we used out
of home executions such as billboards and buses. The
billboard to the left has Cheez Doodles appearing as if
they are falling out onto the road. The 90’s icon Eurkle
is holding the bag with his classic “cheesy” smurk and
thumb up.
The bus below is a full wrap of our 90’s design
consistent throughout our campain. This wrapping
covers every inch of the exterior.
Bus Wrap
Billboard
23. 23
Creative Testing
For our creative testing process for the Cheez Doodle campaign, we conduct-
ed a number of in-person interviews with women of all ages in our target market. At
first, we were unsure which decade we wanted our campaign to focus on-we were
stuck between centering our Big Idea around the 1920s (the decade during which
Cheez Doodles were created), and the “cheesiest” decade in pop culture-the 1990s.
In some of our initial interviews, we showed participants one ad from each campaign
idea. Those interviewed responded more favorably to the design of the 1990s cam-
paign, calling it “dynamic,” “bright and eye-catching,” and “extremely zany and fun.”
Many of our target audience members insisted that using the 90s would better reflect
the “fun” vibe of our brand. Many of the women also liked our copywriting, citing it as
“catchy” and “memorable.”
In our later interviews for the 1990s-based campaign, our audience thought that
our original nostalgia-focused slogan-“The snack that brings you back”-was too simi-
lar to that of Pepperidge Farm’s Goldfish snack slogan, “The snack that smiles back.”
Members of our audience suggested that we focus more on the appearance and
“style” of the 1990s in our slogan since the bright colors and patterns are so instru-
mental to our campaign’s look. As a result of this research, we changed our slogan to
“Who said cheesy ever went out of style?”
24. Media Objectives
Reach the target audience
Geographic scope of the placement
Message weight
Our target audience consists of women ages 35 - 49. These women are the primary
grocery shoppers for their family. Mainly moms, our primary audience, enjoys Cheez Doodles
because it was a childhood favorite growing up. They want to share their love for Cheez Doodles
with their children and husbands. Our secondary audience consists of women ages 25-34. These
are younger women who like to host parties at their houses with friends and their boyfriends. They
enjoy Cheez Doodles for late night snacking, perfect for a party crunch!
This Cheez Doodle throwback campaign will be national. The
magazine, TV, and Internet advertisements will reach the target audience all
across the US. With the budget we were allocated, Top Tier bought regional
advertisements in big cities in order to stretch the budget, while still effective-
ly reaching large volumes of people.
Because our target market consists of moms on-the-go, some geographic
markets will receive a heavier message weight. In New York City, LA, Chicago, Bos-
ton and Philadelphia, there will be billboards to reach large volumes of people who
have busy schedules. Additionally, there will be 10 bus wraps in only New York City
for the same justifications.
25. 25
Media Strategies
Reach and frequency
Continuity
Length/size of all advertisements
Top Tier has designed the campaign to have an effective reach
of 75% and an effective frequency of 4 times. This will be accomplished
through the campaign that Top Tier has designed.
Our campaign is on a pulsing schedule. There is a steady stream of adver-
tisements throughout the year through integrating magazine and online
media. Additionally, there are periods of heavier advertising when we
release the bus wraps on March, the billboards in various months, and also
the TV commercials beginning in March.
Magazine: full page ad, 8.5 x 11 in
Bus Wrap: city bus, 1:10 scale
Billboard: bulletin, 14 x 48 feet
TV: 0:30 seconds
Online Banner Ad: 851 x 315 px
Online Side Ad: 4 x 3 in
26. Media Choices-Television
Top Tier chose to run a commercial on the
TV network NBC due to the fact that a
large number of women in our target au-
dience watch the show Law & Order: SVU,
which airs on NBC’s prime time.
Women over the age of 35 make
up the majority of Food Network’s
viewership. In showing our Cheez
Doodle campaign commercial
on this network, we would be able
to reach much of our target audi-
ence with our product message.
We will also integrate our product
into Food Network’s Chopped-a
competition show in which chefs
are met with mystery ingredient
challenges. In making Cheez Doo-
dles a mystery ingredient on the
show, Top Tier will bring the brand
alive in an interactive and nontra-
ditional way. In airing Cheez Doo-
dles ads during Chopped commer-
cial breaks, we will keep the brand
fresh in the audience’s minds.
59% of TBS viewers are
women. Therefore, Top
Tier chose to place TV
commercials during TBS
prime time when The Big
Bang Theory airs. Since
the Big Bang Theory is
the second most pop-
ular show watched by
women in our target
market, our commercial
would reach a large au-
dience of women aged
35-49.
27. 27
Media Choices- Magazines
We will reach our target audience
through full page magazine ads. There are
three different versions of the magazine
advertisements. Each of them appeals to our
nostalgic cheesy theme through iconic 90s
characters, Carlton, Zack and Joey
Gladstone. These ads will be displayed in
Better Homes and Gardens, Family Circle
and O, The Oprah Magazine.These are
magazines that value family time and are
fitting for our demographic
28. Media Choices- Online
Our internet ads will
effectively reach our audience
because we placed them on
sites with high traffic of our
target audience. Facebook,
Jolly Mom, Youtube and Amazon
are sites heavily used by women
and mothers. They will deliver our
message effectively because
they are consistent with the rest
of the campaign - they appeal
to nostalgia and fun through the
cheesy colors, designs and
actions on the 90s. The banner
and side ads do all of this in a
slightly different layout.
29. 29
Media Schedule
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
TV
TBS
NBC
Food
Network
Magazine
O,
The
Oprah
Magazine
Family
Circle
Better
Homes
and
Gardens
Online
Facebook
Youtube
Google
Site
Search
Amazon
Jolly
Mom
Out
of
Home
Transit:
Bus
Wrap
Billboard:
NYC
Billboard:
Los
Angeles
Billboard:
Boston
Billboard:
Chicago
Billboard:
Philadelphia
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
TV
TBS
NBC
Food
Network
Magazine
O,
The
Oprah
Magazine
Family
Circle
Better
Homes
and
Gardens
Online
Facebook
Youtube
Google
Site
Search
Amazon
Jolly
Mom
Out
of
Home
Transit:
Bus
Wrap
Billboard:
NYC
Billboard:
Los
Angeles
Billboard:
Boston
Billboard:
Chicago
Billboard:
Philadelphia
30. Media Budget
Magazine pages $
per
ad
Better
Homes
and
Gardens 6 552,970 3,317,820
Family
Circle 6 155,800 934,800
O,
The
Oprah
Magazine 6 82,760 496,000
Subtotal
4,748,620
Transit
Bus
Wrap
-‐
NY 250,000
Subtotal 250,000
Billboard #
of
days Cost
per
Day
New
York,
NY 30 23600 708,000
Los
Angeles 30 10544 316,320
Chicago 30 7,000 210,000
Boston 30 1,410 42,300
Philadelphia
30 3,685 110,500
Subtotal 1,387,120
TV cost
per time
in
months
TBS
Big
Bang
Theory
135,000 3 1,620,000
Food
Network
Chopped 155,000 1 620,000
NBC
Law
&
Order:
SVU 27,000 5 540,000
Subtotal 2,780,000
Online
Facebook 3,300
Jolly
Mom 3,300
Youtube 3,300
Amazon 3,300
Google
Site
Search 720,000
Subtotal 733,200
Magazine 4,748,620
Boston 30 1,410
Philadelphia
30 3,685
Subtotal 1
TV cost
per time
in
months
TBS
Big
Bang
Theory
135,000 3 1
Food
Network
Chopped 155,000 1
NBC
Law
&
Order:
SVU 27,000 5
Subtotal 2
Online
Facebook 3,300
Jolly
Mom 3,300
Youtube 3,300
Amazon 3,300
Google
Site
Search 720,000
Subtotal 733,200
Magazine 4,748,620
Transit 250,000
Billboard 1,378,120
TV 2,780,000
Online 733,000
Cost
of
Production 110,200
TOTAL 9,999,940
31. 31
Brand Activation
Identify Objectives
Strategy
Instagram + Twitter:The “Cheesy Challenge”!
Upload your #cheezy pics from the 90s! #tbt and @cheezdoodles.
On Twitter, we will implement the
“Cheezy Challenge” in which peo-
ple can upload their own cheesy
photo on Throwback Thursday.With
the #cheesy and/or #tbt, they can
tweet their photo @CheezDoo-
dles. For each photo, the tweeter
receives 1 point. If five photos are
tweeted (which means 5 points) at
Cheese Doodles, then the follower
will receive a bag of Cheez Doo-
dles in the mail. On Instagram, the
Cheez Doodles account will post
their own “cheezy” photos pertain-
ing specifically to the campaign.
For example, there will be pictures
of Zack from Saved by the Bell
and videos of Carlton doing his silly
dance. Also, users can post their
own cheesy photos and tag @The_
Cheese_Doodler with the photo
and the same rewards apply. This
brand activation technique will run
for the entire year-long campaign.
To promote the fun and cheesy
personality of Cheez Doodles.
With the “Cheesy Challenge”
on Instagram and Twitter, users
are interacting with the brand.
When users post their photos,
other viewers will see their fol-
lowers and friends posts with the
Cheez Doodles tag/handle. This
will spread awareness for Cheez
Doodles. Additionally, word-of-
mouth will spread awareness of
the brand.
32. Brand Activation
Food Network
National Cheez Doodle Day (March 5th):
Objectives
Strategy
To spread awareness of Cheez Doodles
in non-traditional ways, through a website
takeover and introduction of the product
as a “mystery ingredient”, in order for view-
ers to become aware of the brand and
also see the brand in different mediums. Top Tier’s strategy is to
implement the website before
the product is revealed on the
show during the week of Na-
tional Cheez Doodles Day. This
will bring attention to the prod-
uct as well as the holiday.
On the week leading up to
National Cheez Doodles day (March
5), we plan to takeover the Food Net-
work website. Additionally, we plan
to have Cheez Doodles products
featured in mystery basket as special
ingredient on “Chopped”, a popular
Food Network TV show.
Identify
33. 33
Brand Activation
TBS Cheez Doodle Marathon
March 5th: Cheez Doodles sponsor TBS 90s throwback day.
Identify
Objectives
Strategy
March 5 is National Cheez
Doodles Day. To celebrate, we
plan to sponsor TBS to air 90s TV
shows. We chose TBS because
it has a high viewership of
women between the ages 18
- 49. Some of these shows may
include Saved by the Bell, Full
House, Fresh Prince of Bel-Air
and Family Matters.
To spread awareness
and comprehension of
Cheez Doodles through
drawing in viewers with
enjoyable and cheesy
shows.
This strategy will be effec-
tive because Top Tier is pairing a
show viewers already love with a
fun brand, Cheez Doodles. With
Cheez Doodles as the sponsor of
the 90s marathon on TBS, Cheez
Doodles and TBS will receive buzz.
34. Evaluation
Top Tier Agency’s main goals for the “Who said cheesy ever went out
of style?” campaign were to increase comprehension by 75% and
conviction by 50%. In doing so, we will raise sales of Cheez Doodle products
by 10%. We predict that through our precisely planned and targeted
campaign that we will be able to reach these goals. Shown here are the
graphs of the predicted outcome for comprehension, conviction, and sales.
We based our predictions on our media schedule.
35. 35
Historical
Background:
Cheez
Doodles
was
created
in
1921
by
Morrie
Yohai,
the
president
of
Old
London
Foods.
Old
London
Foods
is
a
company
that
had
been
producing
ice
cream
cones,
popcorn
and
cheese
crackers.
Yohai
learned
while
using
a
machine
that
processed
corn
meal,
if
it
was
used
under
high
pressure
corn
meal
turned
into
a
long
tube
shape.
Morrie
Yohai
went
on
to
name
the
tube-‐shaped
chip
the
“Cheez
Doddle.”
First
marketed
in
the
late
1950s,
Cheez
Doodles
soon
became
so
popular
that
by
1965,
Old
London
Foods
was
bought
by
Borden
and
Mr.
Yohai
became
vice
president
of
Borden’s
snack
food
division.
In
the
mid-‐1960s
the
company
was
acquired
by
Borden
and
assigned
to
the
Wise
potato
chip
division.
Cheez
Doodles
remain
one
of
the
strongest
brands
marketed
by
Wise,
which
is
no
longer
part
of
Borden.
Goals:
Marketing
Objective:
Our
sales
target
is
to
increase
Wise
Cheez
Doodles
sales
by
10%
by
the
end
of
this
campaign.
Advertising
Objective:
Within
the
target
audience
of
women
ages
35-‐49,
Top
Tier
Ad
Agency
will
see
75%
comprehension
and
50%
conviction.
Additionally,
we
have
defined
our
reach
as
75%
and
set
the
effective
frequency
at
4.
Time
Frame:
This
will
be
a
year-‐long
campaign,
beginning
in
January
2015
and
ending
in
December
2015.
Target
Market:
The
Primary
Target
for
this
campaign
is
women
ages
35-‐49.
These
women
are
mothers
to
children
ages
4
to
17
who
live
in
the
household.
Also
in
the
household
is
men/husbands.
The
secondary
target
market
is
women
ages
25-‐34
who
buy
for
boyfriends
and
parties.
Advertising
Problem:
Cheez
Doodles
struggles
with
brand
recall
compared
to
other
brands.
According
to
our
research,
Frito
Lay’s
Cheetos
are
the
more
memorable
brand
in
the
eyes
of
the
consumer.
Our
Challenge
is
to
make
Cheez
Doodles
more
desired
than
our
competitors.
Underlying
Emotional
Need:
Wise
Cheez
Doodles
products
are
fun
and
distinctively
shaped,
causing
the
consumer
to
feel
cool
and
interesting
when
they
purchase
the
cheesy
snack.
The
packaging
of
Cheez
Doodles
is
dynamic
and
colorful,
making
purchasers
feel
as
if
they
stand
out
and
are
different
from
the
typical
snack-‐shopper.
Whether
they
are
bringing
Cheez
Doodles
to
a
party,
packing
a
bag
into
a
child’s
lunchbox
for
school,
or
putting
out
a
bowl
on
family
fun
night,
Cheez
Doodles
consumers
feel
unique
because
they
know
that
they
are
adding
variety
and
pizazz
to
the
snack
table.
Additionally,
users
of
the
crunchy
product
will
feel
satisfied
and
pleased
when
they
choose
Cheez
Doodles
over
other
chip
snacks
since
all
of
the
brand’s
products
are
free
of
preservatives
and
are
made
with
real
cheese.
Competition:
Cheetos,
Pirates
Booty,
Jax
Cheese
Curls.
36. Meet the Team
Jillian Koehnkenis a sophomore Integrated Marketing
Communications major from Mahopac, New York. When she first
came to Ithaca College, she started out as a Theatre Arts Manage-
ment major, but as her freshman year progressed, she became more
interested with advertising. Since transferring majors in the fall, Jillian
is happier than ever and feels she has finally found the right place.
She will be interning at Viacom Media Networks this summer as their
Content Distribution and Marketing Intern in NYC. She loves the cre-
ative side of advertising and hopes to one day become a Copywrit-
er. Jillian is also a part of the publicity team for Ithaca College Televi-
sion’s first musical TV show, “Staged,” and is an active member in IC’s
American Advertising Federation. Jillian brings a lot of enthusiasm to
the Top Tier Ad Agency team and is happy to be here!
Allie Dethmers is a sophomore Integrated
Marketing and Communications major from Warwick, New
York. Allie is the Vice President of the all female a cappella
group on campus “Premium Blend”. In the past she has
interned at Mountain Creek Water Park as a marketing and
sales intern. She will be leaving the country for 6 months to
work as a marketing intern for the digital marketing
company Cohort Digital located in Sydney, Australia.
Someday(hopefully right out of college) she would love to
work as a marketing event planner. Allie is pumped to be
apart of the postive and
energetic Top Tier Ad
Agency!
37. 37
Allison B. Latiniis a freshman Inte-
grated Marketing Communications Major with
intended Minors in Art, History and Honors from
Massapequa, New York. Allison is a proud Itha-
ca College Leadership Scholar and is an active
member in the National Residence Hall Honorary
and the Ithaca College Catholic Community on
campus. Sheis a passionate artist and writer, and
aspires to work for the Walt Disney Company as
an Imagineer after graduation. Her greatest life’s
goal is to use her talents and skills to help others.
Michelle Carignan is a sophomore
Integrated Marketing Communications major with
a minor in French. After graduation, she hopes to
find a job as an art director or event planner in the
marketing industry. During her junior year, she plans
to study for a semester in Paris and submerge in
the French culture. Hopefully, she will live in NYC
with other classmates and friends post-graduation
with a job at an ad agency. Outside of school, she
enjoys ice-skating with the team, taking day trips to
the beach and ice cream sundaes. One day she
hopes to back pack across all of Europe.
Meet the Team
38. Welcome to Doodle Mountain! (n.d.). Retrieved April 29, 2014, from http://www.
cheezdoodles.com/
Wise® White Cheddar Puffed Cheez Doodles®. (n.d.). Retrieved April 29, 2014, from
http://www.wisesnacks.com/products/cheez-doodles/white-cheddar-puffed.aspx
Linnekin, B. (2014, April 21). Food freedom faces withering attack this year. Retrieved
April 29, 2014, from http://www.foxnews.com/opinion/2014/04/21/food-freedom-
faces-withering-attack-this-year/
Examining the Cheetos Food Label. (n.d.). Retrieved April 29, 2014, from http://
weightloss.answers.com/nutrition/examining-the-cheetos-food-label