The Red Team (a.k.a. "RedSourceful")'s brand hack presentation for candy from Digiday Agency Innovation Camp in Vail, CO - August 25, 2015

1. #DAIC HACK-A-THON
brief a
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!
UNIQUE OFFERING
shape, flavor, texture
!
STRONG, BUT AGING FAN BASE
Moms 35-55
!
BRAND PERSONALITY
THE BRAND TODAY
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Without using any paid media support,
get “young transitionals” to incorporate
the candy into their conversations by
creating a brand personality that
resonates with this demographic
THE CHALLENGE
THE PROBLEM
Lifesavers lacks a brand
personality, leaving it with no
platform to stand on when trying
to reach a younger consumer
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THE INSIGHT

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GEN Z IS MORE STRESSED, BUT
HAS LIMITED WAYS TO DEAL
*American Psychology Association
**USA Today
***Business Journal
Text
Members of the Gen Z feel more stressed on average and are less
confident in their abilities to cope with it than older Americans*
“
64%
of gen z feels middle to
extreme stress**, with an
average stress level of
5.2, compared to 4.6
across other
generations*
36%
of gen z deal with stress
by eating
!
41%
deal by surfing the
internet**
Gen Z uses food and
snacks as
entertainment and self
expression, with
!
50%declaring themselves
as foodies***
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BECOMING AN ADULT IS STRESSFUL

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#ADULTING

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THE CONVERSATION: ADULTING
GOOGLE TREND: ADULTING
74.6k 78.0k30.1k

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THE IDEA

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WHAT WE KNOW:
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Millennials are stressed
They bond over the common struggles of Adulthood
No one is leading the movement and providing a solution
#HOWTOADULT
-yr welcome,
Lifesavers
!
THE BRAND NARRATIVE:
!
We’re a candy company that delivers more than just sweet moments.
You know that feeling when you first take a bite of candy and smile a
little? Well that’s what we deliver: a feeling of simple happiness.
We believe in letting your stress melt away, and escaping to a simpler
time, when candy solved everything.
We believe in not taking ourselves too seriously, and that no matter
how old you are, you deserve to take a pause, and take your inner kid
out to play.

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#HOWTOADULT

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THE
EXECUTION

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#HOWTOADULT CONTENT SERIES
FEATURING INFLUENCERS
FUNNY, ENTERTAINING, AND HELPFUL
BETHANY MOTO
9MM+
CONNOR FRANTA
5MM+

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HOWTOADULT.T
Adulting
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lives on
Content Hub
+
Branded Youtube
+
Liquid’s RealbucksTV

15. Source opportunities for real-
time consumer engagement
Build awareness around video
content & engage with existing
brand audience on its most
commonly used social platform
Showcase short-form video
content from live activations;
repurpose UGC video content
Distribute #HowToAdult
content tips; source real-time
engagement opportunities
House video content series and
serve as hub for influencer
partnerships
Grow follower base with fun
images & video from
activations; prepare for future
paid efforts
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DISTRIBUTE CONTENT SERIES VIA SOCIAL CHANNELS

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DISTRIBUTE DIGITALLY - ENGAGE THE AUDIENCE
Regular monitoring – internal and external of communities
Look for external opportunities like people tagging #adulting or #adultfail
!
Aim to engage organically, reward behavior with digital coupon or tangible prize
Try to find at least three engagement opportunities a day if possible
!
Amplify when necessary
Support with paid if the opportunity makes sense
1
2
3

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Become a lifesaver for our audience when they are in #strugglebus mode through
guerilla activations at key #adulting locations
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DISTRIBUTE IRL - GUERILLA TACTICS
we’ll build your
furniture!

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Other potential activations include:
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DISTRIBUTE IRL - GUERILLA TACTICS

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CAMPAIGN ECOSYSTEM
distribution
!
influencer
videos
!
!
!
owned
social
channels
engagement
microsite
social
listening
surprise
& delight
guerilla
activations
reward
UGC
Contest
taskrabbit

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DETAILS

21. May June July August Sept Oct Nov Dec
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ACTIVATION MOMENTS
Key
Moments
!
!
Evergreen

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BUDGET BREAKOUT
$55,000
$230,000
$80,000
$50,000
$315,000
$270,000
Talent
Video Production
Guerilla Activation
Photo Production
Digital Production
Brand Study

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SUCCESS METRICS

24. THANKS Make Lifesavers
great again.

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APPENDIX

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ROADMAP
Launch during back to school season to align during this key transitional period &
extend throughout the year during key relevant moments (i.e. elections)

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BUDGET BREAKOUT
$1MM TOTAL BUDGET