This document provides details for a marketing brief for Popcorn, Indiana, a company that makes healthier snack foods. It describes the company's mission to create delicious whole grain snacks and their target consumer as anyone who enjoys natural snacks. The brief asks participants to develop a nationwide marketing campaign that will make Popcorn, Indiana's products synonymous with delicious snacking and drive sales by getting many new customers to try the products and become repeat buyers through word-of-mouth recommendations. Judging criteria focus on the originality and relevance of ideas, the creative execution's ability to engage audiences, how well ideas solve the business problem, and incorporating the snacks into customers' lifestyles.

1. THE 90TH ANNUAL AwARDS STUDENT BRIEF FOR POPCORN, INDIANA
COMPANY/PRODUCT DESCRIPTION
Let’s keep this simple, short, and sweet. That’s how we roll. At Popcorn, Indiana we are wildly fanatical
about healthier, whole grain snacking. Our mission is to make the best tasting better-for-you snacks on
the planet. We’re a scrappy team that lives and breathes whole grain snacking and we’re ready to take
some chances to spread the buzz around!
TARGET CONSUMER
Everybody who can chew! Popcorn, Indiana has a snack for everyone who loves something all-natural
and delicious. If you want to target a specific demographic with your concept, go for it.
THE BRIEF
How do you get a large number of people to try the product, lose their minds, regain snacking
consciousness, buy lots of product, tell all of their friends and loved ones, and then get them to buy the
product again?
Develop a marketing campaign in line with Popcorn, Indiana’s mission that will place its products in
homes nationwide by making them synonymous with insanely delicious snacking. Campaigns should
feature a given product line or PI’s entire product selection. They should also focus on feasibility in
a real world context, without curtailing creativity. Think big, think crazy, but remember there’s a CFO
keeping an eye on the bottom line, a CMO saying “trust me,” and a CEO whose neck is on the line.
THE DETAILS
The product is delicious, and natural.
We’ve trademarked the tag “Munch Better.” Feel free to use it, or come up with something else you dig.
Snacks are social.
Distribution is nationwide - 80,000 stores (including Walmart, Walgreens, Whole Foods, Wegmans...
and that’s just the stores that begin with a W!)
THE MEDIA
Design
Editorial, Poster, Package, Environmental
interactive
Website, Online Content, Social Networks, Mobile
aDvertising
Broadcast, Poster, Collateral, Integrated

2. JUDGING CRITERIA
Quality of the iDea
• Is it original?
• Is it extendable across disciplines (broadcast, interactive, print, etc)?
• Does it become a part of the target’s life?
• Is it relevant?
creative execution
• Is it attention-getting?
• Is it memorable?
• Is it engaging?
MeDia thinking/ProbleM solving
• Is it inventive?
• Will it reach our target in unexpected places?
• Are the creative ideas and media ideas connected and/or lifestyle connected?
• Can we engage social media in a relevant way? How can the digital domain be used to make
something that is supposed to TASTE good really come to life?
business solution
• Will it positively build brand opinion?
• Will it generate interest in consumers to go out and buy a bag for themselves? To tell their friends
so the campaign will spread by word of mouth?
• Will it drive traffic to the snack aisle, and specifically to PI?
• Will it incorporate the product into the target’s lifestyle in a meaningful way?