Fast Fuel is launching a new energy drink in the Canadian market. It aims to target hard working professionals aged 35-49 with a household income over $100,000. The marketing campaign will run for three months from January to March 2020. Fast Fuel must differentiate itself from competitors like Red Bull and Monster to gain market share. The summary focuses on developing brand awareness and loyalty through an integrated marketing communications strategy using both online and offline promotional activities.

1. Brief
Presented by: Alia El Khadem

2. Brief
Your agency is presenting a Marketing Communica-
tions strategy and presentation for a three-month
launch campaign of FAST FUEL energy drink. FAST
FUEL is a new product that is being introduced to the
Canadian marketplace
FAST FUEL’s Director of Marketing has tasked you to
convince their target market that, in her words,
growing up doesn’t mean you have to make sacrifices.
FAST FUEL is your side-kick, there to fuel you forward.
The goal of this campaign will be to launch FAST FUEL
into the Canadian marketplace and achieve brand
recognition.
There is a growing thirst for caffeinated “energy”
drinks, which include the likes of RED BULL,
MONSTER and ROCKSTAR which has spurred a surge
in sales. Globally, the energy drink industry has gone
from $3.8 billion in 1999 to $27.5 billion business in
2013, according to data from the market research firm
Euromonitor. The rise of RED BULL and MONSTER,
which combined accounted for nearly 80% of US
sales, has seen this category legitimately rival coffee.
In third place in the energy drink category is
ROCKSTAR (Party like a ROCKSTAR) and it’s growing
quite fast. It attributes much of its success to how its
brand resonates with consumers, due in great
measure to its integrated marketing communications
plan, which leveraged its brand name by suggesting
celebrity, high energy, and sex appeal. Everything
about ROCKSTAR fits together – scantily-clad women,
the promise of a celebrity lifestyle and fast-paced
excitement. That’s what the core demographics of
energy drink consumers (teens, college kids, and
young adults) want.
ROCKSTAR spends more than double the industry
average on promotion, but avoids the huge TV spots
that RED BULL uses. ROCKSTAR primarily sponsors
sports like snowboarding, freestyle motocross and air
racing to drive its message home. It has also targeted
the extreme sports world, as well as the
entertainment world, by pulling on the idea of a
ROCKSTAR lifestyle. Its empowering, aspirational
tone is stronger than the other brands, promising to
help you achieve that lifestyle.
The Canadian energy drink market is valued at over
$250,000,000 and is also dominated by these same
three competitors, led by RED BULL with 38% market
share. FAST FUEL is the latest entry into this
high-growth market.
FAST FUEL offers a unique high performance formula

3. which blends together three energy ingredients
(Caffeine, Taurine and Guarana) for optimized focus,
concentration and physical energy. Management is
confident that a proper integrated marketing
communications strategy can quickly win FAST FUEL
a lucrative 5% of the Canadian market. FAST FUEL
offers only one flavour in it is sold in 473 ml cans at a
retail price of $2.69 per can.
Fast Fuel understands that its young-adult market is
pulled in many different directions, always pressured
to succeed under tight time-lines and overbooked
schedules. It’s typical consumer – Mike – has
graduated from College and taken on the “real world”.
He lives for all things fast and adrenaline-filled, and
thrives on activities that allow him to push himself.
However, coming of age also means that, in addition
to his passions, he must take on more adult
responsibilities. He’s tackling his new roles in life
head-on, confidently pursuing his uncompromising
goals. Mike believes that growing up doesn’t mean
having to calm down. He has a lot to do and much he
wants to accomplish. Between working all day,
keeping his girlfriend happy, spending some time with
his family and hanging out with his buddies, he has a
lot on his plate. The last thing Mike wants to do is
miss out, and so he isn’t’ afraid to work hard to
succeed. Sometimes, though, he just doesn’t have
the energy to get through his to-do list, and needs a
little help to fuel forward.
Your communications must convince the consumer
that FAST FUEL is their side-kick, providing the fuel
they need to get things done. Persuade the target
market that FAST FUEL is the only energy drink that
understands them, and is the fuel they need to
accomplish everything they HAVE to do and WANT to
do, throughout the day.
Your task is to translate a $1.5 million-dollar budget
into an IMC strategy that connects this confident,
idealistic, driven, genuine and ambitious brand to its
target market in an authentic and meaningful way.
The three-month launch campaign is to be in the
market January to March 2020.
Brief

4. Creative Strategy

5. Main Problem
Statement
Fast Fuel is an energy drink designed to boost hard
working, motivated, forward-looking professionals,
helping them achieve career success. As a new brand
entering the market, Fast Fuel faces high barriers of
entry from other leading market competitors (such as
Red Bull and Monster), as well as a sensitive
consumer base with growing social, economic and
health concerns that need quick adaptation for
success. However, the industry is comprised of
rapidly growing distribution channels,. Fast Fuel must
implement innovative promotional and positioning
strategies in order to increase brand awareness for its
intended audience, meeting its projected sales
objectives and therefore brand equity.

6. Research
Implications
Brand Opportunity
Place Strategies
Monster’s partnership with Coca Cola adapts a push strategy;
building volume in existing accounts through strong customer
relationships to secure shelf-space. Monster relies heavily on
convenience stores to reach their target customers. Red Bull's
core distribution channels are within convenience stores,
wholesalers, retailers and supermarkets, and utilize pull
strategies that can make its products easily accessible to its
consumers (i.e.) online mediums, night clubs and bars.
Since Fast Fuel is an entirely new brand, proper placement is
important not only to create exposure to its intended target, but
the environment and time for consumption may vary. This can
outline an opportunity, where Fast Fuel can fight for market
share by implementing alternative distribution and positioning
strategies from its competitors (i.e.) acquiring shelf space in
areas through assigned territory representatives, gaining
exclusive shelf space in corporate vending machines, or taking
an experiential/event marketing approach.
Promotional Strategies
From an advertising perspective, Monster heavily relies on
experiential marketing and event-based sponsorships as its
primary promotional mediums, embodying an action-centered
lifestyle of: extreme sports, punk rock music, and living life on
the edge. Some events Monster sponsors include: EGX 2019,
(an exclusive gaming event held in the UK), Action Sport Events
(i.e.) Motocross, X Games, and Surfing. Monster also strays
away from traditional, high-budget mass advertising
campaigns, choosing instead to promote through incentive-
based marketing on its product packaging, that redirect its
customers to events that match its lifestyle attributes
Red Bull utilizes more aggressive content marketing strategies
(i.e.) publicity stunts, (going as far as live streaming the first
ever skydiving jump from space on various online platforms
and multiple news media platforms) to convey their key
messaging, “Red Bull gives you Wings”. The brands success is
supported by a wide array of promotional mediums from its
growing consumer base, while increasing brand awareness on
a global scale to effectively reach its demographic of active,
adventurous and daring youth. In addition, Red Bull also
sponsors large-scale sporting events, including NASCAR, MLS
and Motorbiking, while owning various pro-sports teams, such
as Red Bull Racing.
Fast Fuel has an opportunity to utilize and adapt the successes
of the industry market leaders and create an IMC strategy that
will attract its target audience, drive awareness and customer
loyalty. However, it must also ensure that the promotions
clearly define the intended lifestyle characteristics - hard
working, resilient and motivated professionals- in order to
avoid being seen as a new product-line designed by leading
brands.
.

7. Brand Threats
Product Variety and Innovation
As a result of consumer demand, market leaders within the
industry have been adaptive to innovate product designs to
address their economic impact based on pollution, as well as
introducing new flavors with alternative ingredients to combat
consumer health concerns. For example, Coca Cola offers over
36 different flavors, including original, organic, no calorie, and
protein-enhanced options. These energy drinks also come in
varying sizes, including single cans (473ml and 710mL)
4-packs and 8-packs to cater to different customer needs.
This can be seen as a potential threat to Fast Fuel, as it will
debut in the market with one product offering. This implicates
that upon its entry, it may not meet the needs of its intended
target audience or have the ability to adapt quickly to changing
consumer/environmental preferences. From a competitive
perspective, Fast Fuel will have to communicate to its audience
in its promotional strategy how it differentiates from its
competitors and frame this narrative as a competitive
advantage.
Adapting to Consumer Preferences
Numerous health concerns have caused Health Canada to
implement restrictions on high caffeine beverages and has
also requested increased visibility of product ingredients on
branding. For Fast Fuel, designing its label must attract its
target market and provide content visibility to ensure that it
abides to legal constraints.
Brand Awareness
Monster’s competitive image is drastically different from Red
Bull. The brand strays away from interviews, press releases
and publicity stunts to remain in control of its key messaging
and overall brand reputation. Red Bull is a globally recognized
brand due to its massive marketing efforts and strategic
sports partnerships, alongside its first-mover advantage in the
energy drinks segment. The brand encompasses an
adventurous and daring lifestyle with its unique publicity stunts
and content-creation.
As a new entrant, Fast Fuel needs to build up its brand
awareness by communicating to its target audience its unique
selling point, and product differentiation through support
claims and brand promise.

8. Brand Analysis
Product Life Cycle
Fast Fuel is a new entrant in the energy drinks industry and in
the product life cycle and would fall under the Introduction
phase. Companies in this phase would focus on the awareness
segment of the communications funnel.
Unique Selling Point
Fast Fuel is the driving force behind the modern day
professional; it is made for and consumed by creators of the
achievement-centered lifestyle.
Existing Brand Analysis
Fast Fuel comes in 1 flavor, is priced at $2.69 per 473 ml can
and is made up of a high-performance formula which enables
optimized focus, concentration and physical energy. It is to be
sold in Canada only till the time a new market entry is decided
upon. Since the brand is a new entrant, there is no brand image,
reputation, and loyalty by the target audience.
Target Analysis
Demographic Considerations
AGE
In terms of Fast Fuel’s possible consumers, 28.64% of energy
drinkers are 35-49 years old, making them the highest
consumers of energy drinks and in turn, Fast Fuel’s primary
target. Also, Fast Fuel has recognised a secondary target age
group as young adults between 18-24.
INCOME
The household income of the target is found to be $100,000
and above (annually). It’s possible for the target to have larger
household sizes than age groups below 35-49 years old due to
the high cumulative income of the number of people in the
household.
REGION/PROVINCE
From the survey population, it is understood that 39.51% of
energy drinkers reside in Ontario.
INCOME
Fast Fuel’s primary target’s gender is identified to be male;
67.52% of energy drinkers are males with a 37% more likeliness
to drink energy drinks compared to females.

9. Psychographic Considerations
66.27% of potential consumers agree that because of their
busy lifestyle, they don’t take care of themselves as well as
they should and 62.05% of the target audience agree that they
always check the nutritional content of food.
Shopping Statements: I buy new products before most of my
friends & When I see a new brand, I often buy it to see what it’s
like.
37.95% of the target consumer agrees that they buy new
products before their friends while 40.36% of the target
audience agree when it sees a new brand, it will buy it to see
what it is like.
Advertising Statement: Advertising influences my purchase
decisions
49.40% of the target audience agrees with the above
advertising statement.
Motivation Statements: In this day and age it is important to
juggle various tasks at the same time & I want to get to the very
top in my career.
73.49% of the target audience agree that juggling various
tasks is very important while 45.01% of the target agrees that
they want to get to the very top in their careers.
LIFESTYLE
On the breakdown by region and energy drinks consumption, it
is found that North America consumes the second-highest
amount of energy drinks worldwide, implying that consuming
energy drinks is part of North American culture. The target is
said to have a high adrenaline, fast-paced life within which they
need to be constantly driven, which helps Fast Fuel understand
how it could interact with its target.
VALUES
Values that the primary target holds close include
commitment, consistency, perseverance and motivation. The
target is committed to their lifestyle and career decisions as
well as to the idea of their ideal self. They are consistent with
their hard-working attitude and have the perseverance to move
forward with a positive outlook.
PERSONAL CHARACTERISTICS /
PSYCHOGRAPHIC STATEMENTS
Food Statement: I like to try out new food products.
In this category, 78.92 % of the target audience agrees with this
statement. This is important to note as this makes up majority
of the total target audience.
Diet/Health Statements: Because of my busy lifestyle, I don’t
take care of myself as well as I should & I always check the
nutritional content of food.

10. Integrated Marketing
Communications Objectives
Objective 1:
Formula = To + Increase + Awareness + (of) Fast Fuel + (by)
60% + (to) target men 35-49 years old living in Ontario with a
HHI of $100.000 and above (annually), who are medium (3 to 5
times a week) to heavy (6 to 9 times a week) users of energy
drinks, have a fast-paced lifestyle, value commitment/
consistency/perseverance/motivation, like to try new food
products, always check the nutritional content of food, juggle
various tasks at the same time and want to get to the very top
in their careers, + (within) 3 months.
Objective 2:
To build an online & social media presence to raise followers
by 60% by the end of the 3-month campaign period.
Objective 3:
To enhance digital media and offline engagement with the
brand to generate publicity via shared media (online and
offline) by the end of the 3-month campaign period (this will be
measured based on how many shares, mentions, tags, posts,
and news coverage there would be after the launch).
Consumer Behavior
NEEDS & MOTIVES
From the 4 levels of Maslow’s Hierarchy of Needs-
Physiological needs, Safety/ Security needs, Belongingness/
Sociological needs, Prestige/ Self-esteem needs, and
Self-actualization needs, Fast Fuels speaks to the target on
self-actualization level. The target wants to be the best version
of itself and that’s a feeling Fast Fuel would liken to those of its
consumers.
PERSONALITY AND SELF-CONCEPT
Keeping the target in mind, Fast Fuel will be fulfilling their
perception of “looking glass self” and “ideal self”. The
personality of Fast Fuel’s target encompasses:
Supportiveness, Ambition and that of a true “friend in need”.
FREQUENCE OF USE
Based on information from secondary research, the target is
identified to be medium (3 to 5 times a week) to heavy (6 to 9
times a week) users of energy drinks.
BENEFIT SOUGHT
The target would feel energized to take on their challenges and
conquer them victoriously. Due to Fast Fuel being a high-per-
formance energy drink, it helps the consumer to realize their
true potential and their best self by giving them the ‘fuel’ to
achieve their dreams and goals. They are well-rounded, healthy
individuals who are intelligent, organized and accomplished.

11. When looking at the qualities of leadership, it can be said that
leaders shape the environment that surrounds them. In this
sense, while this brand may not be the very first energy drink
brand, Fast Fuel can confidently lead its target to make its
customers aspire to not just do something like that of its
competitors, but to aspire to achieve what is important to
them. Leaders are competent, intelligent, reliable, empathetic,
honest and loyal, and when encountering problems, utilize
rational and creativity to prevail. Fast Fuel exudes leadership in
this way, and in turn, project to see this mirror with its
customers and their performance.
Confidence
Fast Fuel’s brand value is a testament to believing not only in
the product it has created, but the consumers who purchase to
enhance their performance. Confidence shows itself through
the value one can place on themselves as well as how much
faith you have in your ability to achieve your goals. With
confidence, this brand is able to stay balanced, and grounded
with focused authenticity. Confidence will demonstrate to
consumers Fast Fuels narrative honesty, and in turn, will be
trusted with their business and loyalty.
Leadership
Success
Fast Fuel sees success defined not only by its own product
performance in the industry, but the accomplishments it
enables for those who consume it. It is designed for a target
audience who is driven and works towards achieving their
goals. Fast Fuel’s promise is to ensure the support.
Main Archetype - The Ruler
The overarching brand archetype put forward by the Fast Fuel
brand is the Ruler due to its role model- like presence and
motivation. This ruling brand sets out not only to dominate the
energy drink market, but also to take the reigns, present high
standard of satisfaction and put forward an air of stability,
responsibility and leadership.
As opposed to other unstructured archetypes, Fast Fuel does
not aim to be just another product in a highly saturated
industry; there is a need to carve its own environment like
chiseling of a work of art from marble. Values that this
archetype hold in high regard are family, community, prosperity,
status and organization.
Core Brand Values Brand Archetype

12. Key Benefit / USP
Fast Fuel is an energy drink which offers a unique performance
formula blending together three energy ingredients (Caffeine,
Taurine and Guarana) for optimized focus, concentration and
physical energy. It is the driving force behind the modern day
professional; it is made for and consumed by creators of the
achievement-centered lifestyle.
Support Claims
The energy drink is made up of a high-performance formula
that enables optimized focus, concentration and physical
energy and it comes in 1 flavour. The idea of the benefit
statement is to show the target audience that Fast Fuel is a
sidekick who helps you, understands you and gets you where
you have to be without sacrificing your dreams.
Campaign Tone and Personality
Must be presented in a format that is playful/friendly on
heroism. One which recognizes that the brand is vocal about
its surroundings (market leading competitors) and aware of its
underdog status. Fast Fuel’s personality can be described as
positive, optimistic, inspiring and ambitious with the
determination to save the day.
Brand Personification
Due to the descriptors above, it can be seen that if our brand
were to be personified, it would be most well represented by
Shia LaBeouf. He, as well as our brand enjoys a variety of
experiences at the same time through different ventures.
Through acting as well as several other artistic ventures, he
shows versatility, courage, flexibility and the ability to learn,
grow and change within a demanding market. Shia LaBeouf
has stood out as a creative, unique and a dominant force not
only in his home environment of acting, but of other artistic
ventures. A winner of many awards, starting from his
emergence in the young Hollywood scene. In the same way, the
Fast Fuel brand has set out not only to stand out among the
crowd, but to cut out a segment of the market for themselves.
Additionally, like Shia LaBeouf, Fast Fuel will aim to attract not
only its target consumer but those from all walks of life.
Whether it is a faithful consumer or the occasional buyer, our
brand aims to be able to stand apart as a motivator, creator,
and pioneer.
Fast Fuel’s choice of positioning revolves around consumer
lifestyle and image. The brand’s positioning is meant to reflect
an achiever-lifestyle. In turn, our strategy involves the concept
of achieving your professional dreams without compromise.
Fast Fuel is an energy drink that gives ambitious professionals
the boost needed to move them towards achieving their “Next
Success” milestone.
Rationale
Positioning Strategy
Campaign Strategies -
Message Design

13. Appeal Strategies and Supporting Rationale
Positive emotional appeal strategy with a blend of humor and
dramatization will be used to promote Fast Fuel. The chosen
strategy is meant to complement the brand’s personality and
key benefit. Since, the campaign tone is playful and plays on
heroism, a positive emotional appeal strategy will possibly gain
the traction that Fast Fuel requires.
Campaign Theme
The theme of the message will be to portray Fast Fuel as an
energy drink that corporate professionals depend upon to
support their achiever personality and lifestyle. In the
consumer’s minds, Fast Fuel shouldn’t just be an energy drink,
it is about who you are, what you want to achieve and how you
want others to see you.
IMC Strategies
Fast Fuel should implement the following combination of IMC
strategies: Advertising, Experiential/Event, Interactive, and
Sales Promotion in order to effectively meet its marketing
objectives. This combination will work at times in sequence to
maximize brand awareness, encourage sales and therefore
brand equity. The strategy behind this selection was primarily
to maximize cost-effectiveness, and stretch the campaign
based on Fast Fuels small budget.
As other market leading competitors have already established
themselves in-market, paid advertising strategies would
present an opportunity for Fast Fuel to capitalize and generate
awareness. For example, the application of out-of-home
advertisements in high traffic areas during seasonal events
(i.e.) Christmas in Union Station. A key element to this strategy
is selecting the right location, to advertise in areas that
generate high- traction with the highest likelihood of reaching
Fast Fuel’s outlined target market.
Experiential strategies allow for organizations to uniquely
connect with potential customers. The key is to generate
interest and awareness, presenting opportunities in spaces
where people can interact with Fast Fuel and learn more about
the product benefits. Since Fast Fuel is in the introductory
product life cycle phase, high investments with a low return is
likely. As a potential way to combat this, combining
experiential with an advertising IMC could help maximize
awareness in key target locations. For example, advertising
out-of-home with a nearby open-concept experience to
complement it, would not only create exposure from those
leaving subways/trains, but feel more inclined to participate in
the experience with potential incentives.
From an event strategy perspective, Fast Fuel could also
potentially implement a launch party to unveil the brand to the
public. This event, although potentially costly, can be utilized in
two ways: generate awareness via publicity, as well as an
acquisition opportunity of prospecting brands for collaborative
partnerships in sales promotions. In addition, Fast Fuel can
sponsor corporate events that cater to its professional
demographic. For example, organizational workshops at
convention centres sponsored by Fast Fuel.
An interactive strategy through social media will help Fast Fuel
connect with its target audience.
Platforms such as Facebook, Twitter and LinkedIn can be used

14. to reach the key demographic and help consumers understand
the brand values and promise. For example, Facebook will be
used to communicate humorous and emotional owned media
(videos and other related postings) to drive PR/Publicity for the
brand. A pay-per-click campaign tied to an experiential strategy
will generate impressions and conversions online.
Sales Promotion - Since Fast Fuel has a limited budget,
identifying components in the IMC matrix that can help
contribute to cost-effective strategies is pertinent. Fast Fuel
can implement a sales promotion strategy that can utilize the
proposed collaborations from its launch event to design
unique and exclusive branding on its packaging that would add
to the brands USP. For example, if the car brand Jaguar showed
interest, Fast Fuel could uniquely brand its product cans and
packaging based on Jaguar’s colour palette and emphasize
the power of achievement. This would not only create an
element of exclusivity but could also provide potential
incentives such as contents/events/discounts to products that
attract its target audience.
Net Consumer
Impression
The campaign’s main goal is to encode a message and make it
available to its target audience in a way that the message is
received and understood. The campaign message, being that
Fast Fuel is a brand that changes the dynamic. It isn’t just a
product but a friend who will encourage you and provide you
with support to make sure you don’t sacrifice your dreams
trying to achieve your goals. The campaign would want the
target to believe that Fast Fuel is a brand who “are creators of
an achievement lifestyle”. The consumer should potentially
feel driven/motivated, confident and optimistic after having
participated in the campaign.

15. Creative Brief

16. Background / Overview
Fast Fuel is a new energy drink trying to enter a very saturated
market dominated by the likes of Red Bull, Monster and
Rockstar. It is designed for hard working, motivated
professionals.
The brand embodies an ambitious, resilient and hard-working
lifestyle for those looking to accomplish their “next-success
achievement.” The current market trends have been greatly
influenced by government regulations and rapidly changing
consumer preferences, indicating that brands in this space
must be adaptable from an economic and health perspective.
Major players in the industry tend to have similar product
variations and placement, indicating a heavy reliance on
promotional strategies to provide a unique value proposition
for consumers.
What is the objective,
the purpose of the advertising?
Objective 1
Formula = To + Increase + Awareness + (of) Fast Fuel + (by)
60% + (to) target men 35-49 years old living in Ontario with a
HHI of $100.000 and above (annually), who are medium (3 to 5
times a week) to heavy (6 to 9 times a week) users of energy
drinks, have a fast-paced lifestyle, value commitment/
consistency/perseverance/motivation, like to try new food
products, always check the nutritional content of food, juggle
various tasks at the same time and want to get to the very top
in their careers, + (within) 3 months.
Objective 2
To build an online & social media presence to raise followers
by 60% by the end of the 3-month campaign period.
Objective 3
To enhance digital media and offline engagement with the
brand to generate publicity via shared media (online and
offline) by the end of the 3-month campaign period (this will be
measured based on how many shares, mentions, tags, posts,
and news coverage there would be after the launch).

17. Target audience:
who are we talking to?
The demographics for Fast Fuel’s target market
encompasses men in Ontario, aged 35-49, with a household
income of over $100,000 per year.
What would we like
them to believe?
Fast Fuel is a brand which will stand by your side so that you
don’t sacrifice or miss out on achieving your dreams. The
consumer should feel driven/motivated, positive, and certain
that they’re supported through their endeavours.
What's the single most
important thing to say?
(Brand promise)
Fast Fuel is made for and consumed by the modern day
professionals and creators of the achievement-centered
lifestyle.
Professionals who are on-the-run, leading a high-pressure
lifestyle, with a forward-thinking mentality. They are their
own hero, and in need of a sidekick that supports their
journey to achieve success.
What do they currently think?
Fast Fuel is still new and in its introduction phase,
consumers don’t know anything about it yet.
Consumers believe that caffeinated “energy” drinks are
convenient pick-me ups to coffee alternative and they
identify with each brand depending on their demographics
and psychographics.
The target audience is more inclined to try new products
based on advertisements, but is also cautious of the
nutritional content, feeling they do not take care of
themselves as much as they should.
They believe that multitasking on a day-to-day basis is an
essential trait to get to the top of their career and are willing
to consume products that can enhance and boost
productivity and performance.

18. What are the executional and
media consideration?
Language: English
Consider social media character limitations for creative and
dimensions for: Facebook, Twitter and LinkedIn
Media Platforms: Billboard, Radio, Digital
What else will assist creative
development? Other Insights?
Fast Fuel is the only energy drink which understands its target
audience. It is a confident, idealistic, driven, genuine and
ambitious brand that can connect to its target market in an
authentic and meaningful way.
Why should they believe this,
why should they care?
What are the supporting
rational and emotional
reasons to believe?
(Support claims /
proof of promise)
What is the brand personality?
Fast Fuel takes care of your professional dreams, by helping
to make them come true.
Fast Fuel is committed to your performance- You are the
hero… achieve more with a sidekick.
Fast Fuel’s unique formula has Guarana so you can remain
focused and productive on the goals that matter to you,
Taurine which keeps you alert and concentrated, and
caffeine to keep you balanced for the moments when the
coffee machine just won’t cut it.
Positive/Optimistic, Inspiring, Ambitious and Heroic.

19. Presented by: Alia El Khadem
Campaign Development

20. Background - What We Know From The Brief
Budget: 1.5 Million
Timing: 3 months Jan - March
Unique High Performance Formula
Caffeine, Taurine, Guarana
Optimized Focus, Concentration and Physical energy
One Flavour
473 ml can
Retail price of $2.69 per can
$27.5
Billion

21. Competitors
Monster Red Bull Rockstar

22. Main Communications Problem
Brand New Energy Drink
Brand in Canada
Saturated Market
Brand Awareness and Recognition

23. Research Implications - The “So What”?
Brand Threats
Similar product variations/innovation
Adapting to consumer preferences
Government Regulations
Brand Awareness
Brand Opportunity
Similar product variations/innovation
Adapting to consumer preferences

24. Meet Fast Fuel’s Target Audience
Who
What
Why
Men living in Ontario aged 35-49 with HHI > $ 100.000 +/year
On-the-run professionals, leading a high-pressure lifestyle,
with a forward-thinking mentality.
Multitasking on a day-to-day basis is an essential trait to
get to the top of their career.
Home, office/workspace, university/college, gym
(In need of a sidekick) that supports their journey to achieve success.
Where
When

25. Overall IMC Objectives
Main Objectives
AIDA - Aim for Success
Attention Interest Desire Action
Awareness
Brand Differentiation
Brand Engagement
Brand Trial

26. Brand Core Values
Confidence
Leadership
Success

27. Brand Archetype “The Ruler”
Goal To create a PROSPEROUS, SUCCESSFUL community
Traits Leader - Role Model - Responsible - Organiser - Productive - Confidence
Personality Peacemaker - Powerbroker - Conductor - Dominant
MOTIVATION and PRODUCTIVITY seekersMarketing niche
Chaos and being overthrownGreatest fear
To exercise powerStrategy
Prosperity - Status - Order - Family - CommunityValues

28. Positioning Strategy Statement
PSS: Fast Fuel is an energy drink that gives
ambitious professionals the boost needed
to move them towards achieving their
“Next Success” milestone.
Revolves around consumer lifestyle and image.
Meant to reflect an achievers lifestyle.
Strategy - Concept of achieving your professional
dreams without compromise.
Rationale

29. Creative Strategy

30. Fast Fuel is the driving force
behind the modern day professional;
it is made for and consumed by
creators of the achievement
-centered lifestyle.
Key Benefit
Statement

31. Fast Fuel takes care of your
professional dreams,
by helping them come true.
Fast Fuel is committed to your
performance.
You are the hero…achieve more
with a sidekick.
Fast Fuel’s unique formula:
Taurine, Caffeine and Guarana
Proof
of Promise

32. Tone
Playful
Heroic
Sophisticated
Intelligent
Balanced

33. Brand
Personality
Positive
Optimistic
Inspiring
Ambitious with the
determination to save the day
Fast Fuel personality
can be described as:

34. Appeal
Strategy
Positive
Blend of humor
and dramatization
Aim is to complement brand
personality and key benefit
Emotional Appeal Strategy

35. Campaign Introduction

36. Campaign Introduction
Slogan:
“Creators of the
Achievement
Lifestyle”
Campaign Theme:
Corporate Lifestyle

37. Fast Fuel Can

40. IMC
Strategies Include
Advertising
Event
Sales Promotion
Experiential
Interactive
Public Relations/Publicity

41. Advertising Strategy
Medium: OOH
Promote awareness, appeal to consumer motivations
of achieving success, CTA.
Medium: Radio
Billboards (Horizontal Posters) - Highways
Transit - Exterior (i.e.) City Buses,
Prime Subway Stations (i.e.) Union Station
Vertical Posters (i.e.) Bus Stations
Advertising Strategy

42. Event Introduction / Launch
Strategy
Creating a perception of the brand as professional,
luxurious and success-oriented, promoting acceptance
of the energy drink in a professional setting
Event Sponsorship - CMA Awards
- Build trust if there was an industry sponsor, building credibility
- Prospective Collaboration Opportunities for Sales Promotion
Event Strategy

43. “Design your Own Can” Fast Fuel Event held in Toronto
where prospective consumers can interact with ambassadors
and build connections
IMC Experiential + Advertising - Maximize awareness
Experiential Strategy - “Design your Own Can”
Purpose - Create emotional connection through touchpoints,
thereby motivating consumers to interact directly with the brand
Experiential Strategy

44. Sales Promotion
Behaviour Based - Foster targets via Differentiation
Utilize proposed collaborations from sponsored events
Design unique and exclusive packaging supporting USP
Limited Edition Fast Fuel Can
Sales Promotion Strategy - Calvin Klein Collaboration

45. CMA is livestreamed on the following platforms:
Facebook
Twitter
LinkedIn
Interactive Strategy - CMA Live Streaming
Ads with humorous and emotional owned media
Pay-Per-Click Campaign
Interactive Strategy

46. Interactive Strategy
Social Media Mentions
Hashtag Creation
News Mentions
User Generated Content
Word-Of-Mouth
Publicity Strategy - Unplanned

49. Mock-Ups - Radio Spot
ANNOUNCER (VO): Dragging Donny walks to the corridor, picking up his shoes like
slippers sliding across the floor, AND OH, taken down by Mailbox Michelle’s cart.
Then comes Late-Night Lani, exhausted from yesterday’s presentation, looking
Stone Cold, Ice Cold… really he… might not make it. Finally Boss Bianca walks
through the corridors, carrying a silhouette of ganders, waiting to ask whomever
walks first in her path about the finalized proposal.
ANNOUNCER (VO): Fast Fuel Fiona walks out of the office, SHE’S IN ALL ALONE,
HANDING THE PROPOSAL CONFIDENTLY TO HER BOSS, OH MY GOSH, SHE’S
GONNA MAKE IT AND IT’S GOOD!
ANNOUNCER (VO): Fast Fuel is the only high performance energy drink you can
rely on to help you concentrate and feel energized, getting you where want to be
without sacrificing your dreams. Fast Fuel, Creators of the Achievement Lifestyle.
Timing: 15-30 Second Spots
SFX: SOUND OF CAN, CROWD BEGINS TO CHEER
LIKE A HOCKEY GAME BREAKAWAY
SFX: ELEVATOR DING

50. Mock-Ups - Achievement Lifestyle Certified
Achievement
Lifestyle
Certified

51. Measurement & Effectiveness
Impressions
Frequency
Clicks
CTR
Internet ads:
Engagement (clicks/shares/retweets/mentions)
Conversion (email/content subscribers)
Social Media Communications:
Redemption rate (cross promotion)
Sales:
Outputs (reach, frequency, tone)
Outcomes
Business results (sales/market share/
purchase intention,
brand/reputation value)
PR:
Awareness
Post brand Image
Sales
Specific target reach
Media coverage
Experiential:

52. Net Consumer Impression
Fast Fuel is a brand which will stand by your side so that you don’t
sacrifice or miss out on achieving your dreams.
driven/motivated
positive, and
certain that he/she is supported through their endeavours
The consumer should feel: