This document provides information about the Smartwater brand and a proposed marketing campaign. It includes: 1) Details about the company, consumer demographics of 18-54 year old Caucasian professionals, and a SWOT analysis of the brand. 2) A creative strategy to educate consumers on Smartwater's benefits through a traditional ad campaign including print, TV, and online videos as well as non-traditional placements like bus shelters. 3) Plans for a social media contest on Facebook and Twitter to increase engagement and reward smart decisions like drinking Smartwater. Cross-platform integration is proposed to share content across digital channels.

1. David Watta, Account Manager
Jena Moore, Account Planner
Lyric Clark, Social Media Coordinator
Kristina Vega, Creative Director
Mershonda Williams, Strategist
Kierra Stone, Production Manager

2. be smart. drink smart.

3. Company Overview
 Privately owned subsidiary of
the Coco-Cola Company.
 Smartwater energy water
released in 1996 as the
company’s first product.
 Most popular in
southern/western regions of
the United States.
 Glaceau Smartwater reported
28.1% growth in 2011 holding
45% market share in the
premium water category.
(BevIndustry)

4. Consumer Profile
Demographics  Male/Female
 Caucasian American
 18 – 54 years old
 Married
 Homeowner with home value between $200,000
and $500,000

5. Consumer Profile
Psychographics
 Visits websites such as:
 Reads online newspapers daily and subscribes to
publications such as WSJ, Good Housekeeping,
National Geographic, and Readers Digest.
 Watches networks such as:
 Target consumer stays informed and
enjoys learning
 Self-improvement and DIY is
appealing to our consumer

6. Ethnographic Evaluation
 Bright fluorescent lighting
reflected off of a white tile
floor
 Product placement needs
improvement, poor display
and location
 Shoppers appeared to be at
the top of our target age

7. Ethnographic Evaluation
 Men ages 20-35 dressed
business casual/business
formal
 Women ages 20-25 dressed
casually
 Majority of customers entered
CVS shopping alone
 Refrigerated product/Non
refrigerated product displays
dated and dull

8. Ethnographic Evaluation
 Refrigerated product section
conveniently located and
easy to find.
 Displayed directly next to
competition.
 A majority of shoppers came
in alone, and had very limited
interactions with store
employees or other
customers.

9. SWOT
Strengths Weaknesses
Opportunities Threats
Strengths
1. SmartWater has added
benefits (Vapor distilled,
electrolyte enhanced)
2. Unique name and position
over competition (Bottled
water, sports drinks)
3. Past celebrity endorsement
deal (which helped the brand
gain notoriety)
4. Owned by a large parent
company (Coke)

10. SWOT
Strengths Weaknesses
Opportunities Threats
Weaknesses
1. Private brand
2. No obvious diversity or
differentiation between
regular bottled water and
SmartWater.
3. Not flavored

11. SWOT
Strengths Weaknesses
Opportunities Threats
Opportunities
1. Expand the brand and
develop new product lines
2. Pairing with a non-profit
organization
3. Keep following trends
observed by health conscious
consumers

12. SWOT
Strengths Weaknesses
Opportunities Threats
Threats
1. Intense competition
2. Water filtration systems (Brita)
3. Enhanced water/sports drinks

13. Creative Strategy
Objective  Educate to persuade 15% of our target audience
that SmartWater is a necessary part of rehydration.
 Clarify the perceived benefits of our products
through education.

14. Creative Strategy
Target
Audience
Profile
 Enjoys self-growth through staying informed about
what’s going on in the world.
 The reality of television is appealing to our
consumer, as they draw upon their own inspiration
from others past experiences.
 Our consumer is a “Do-it-Yourselfer” and enjoys the
gratification of creating their own atmosphere.

15. Creative Strategy
Positioning
Statement
“For men and women, SmartWater is the bottled water
that delivers just electrolytes because only SmartWater
provides healthy energized rehydration without the
sugars or sodium.”

16. Creative Strategy
Reasoning
and Support
 Trends in health awareness motivate the consumer.
 Educate the consumer
 Consumer more likely to be influenced by our message if
they’re following the trend.
 The health trend is extendable and may attract new
consumers who aren’t apart of the target.
 Those who are healthy tend to continue to stay healthy,
regardless of trend.

17. be smart.drink smart.

18. Ad Campaign
Traditional  Bus Wrap
 Print Advertisement
 Television
 15 second spot
 30 second spot
 Web/YouTube
 15 second spot
 30 second spot
be smart.
drink smart.

19. Be Smart. Drink Smart.
Scene 7
V: Ashley walks back to her seat. Slow motion. Air blowing her hair back. She takes
another sip of her SmartWater.
A: “Can’t Touch This” by MC Hammer
Scene 8:
V: Zoom in on SmartWater logo.
A: “Can’t Touch This” by MC Hammer
Scene 9:
V: Fade white around logo. Words “Be Smart. Drink Smart.” appear on screen.
A: Voice over- “ SmartWater: Be Smart. Drink Smart.”
Scene 1
V: Full shot on classroom. Students look bored and depressed. Colors are dull.
A: Teacher is talking with a Charlie Brown-likevoice.
Scene 2
V: Zoom in on Ashley (student) as she takes a sip from her SmartWater.
A: Teachers voice is faded but still audible.
Scene 3
V: View of classroom from Ashley’s viewpoint. The classroom is now bright and
lively.
A: Teachers voice becomes clear.
Scene 4
V: Ashley raises her hand
A: Teacher says Ashley’s name.
Scene 5
V: Ashley goes up to the board and finishes a very complicated equation, drops
the chalk.
A: Chalkboard noises, swishes and fast swoops.
Scene 6
V: Students stare in amazement.
A: “Can’t touch this” by MC hammer plays audibly in the background, raising to
full volume sound.

20. Ad Campaign
Non-
Traditional
Subway Flasher
 In the tube of the subway before a train reaches the
platform, backlit graphics placed at window level.
 Images depicting a woman running catching the
train/drinking smartwater.
.

21. Ad Campaign
Non-
Traditional
Bus Shelter
 (2) Two-sided clear glass/plastic panels.
 One filled with SmartWater, the other filled with sugar
consumed in one year by drinking the sugary competition.
Be Smart. Drink Smart.
Hydrating with sugar?
The amount of sugar consumed by
drinking (1) Gatorade a day for one year.

22. Ad Logistics
Traditional  Print media to appear in the following publications:
 Family Circle
 National Geography
 Reader’s Digest
 Good Housekeeping
 Television commercial segments to air on the
following networks:
 ABC-The Chew (12-1 pm)
 ABC-The View (11am-12pm)
 Food Network-Barefoot Contessa (11am-12pm)
 Food Network-Chopped (7pm-8pm)
 A & E-Duck Dynasty (8-9pm)

23. Ad Logistics
Non-
Traditional
The installments will be placed simultaneously in 10
larger metropolitan areas within the US market. These
cities are located in regions this brand is more popular in,
cities such as:
 Houston
 Chicago
 Los Angeles
 Miami
 Dallas
 Seattle
 San Francisco
 Denver
 Austin
 Boston

24. Social Media Campaign
About  Variety of 14 questions in topics such as health,
science, and math throughout a 2 week period.
 Prizes ranging from free smartwater, to scholarships
with a final prize of 2014 Smart Fortwo Pure Coupe
or $10k cash.
 Message: The intention behind our message is to
reward those who make smart decisions, like
drinking smartwater brand water.

25. Social Media Campaign
Goals  Increase active user membership by 225% for the
duration of the “be smart. drink smart.” campaign.
 Increase the amount of viral and organic content by
70%, minimizing paid reach to 30%.
+225%

26. Social Media Campaign
Audience  Target Market: M/F Caucasian Americans 18-54
 Highlighting 18-25 year olds as main contest participants
 Facebook is the primary social media platform, as a
majority of our target market frequents it over
Twitter.

27. Social Media Campaign
Tools of
Measurement
 Facebook: Facebook Insights, Export.ly
 Twitter: Klout, Tweetdeck
 YouTube: YouTube Insights
Cross Platform Tools: Hootsuite, Radian6

28. Integration
Cross Platform Integration
 Facebook posts user content
from contest to Twitter.
 Instagram connected to
Facebook and Twitter
“be smart. drink smart.” is the
theme for all published media.
 QR Codes for print/bus
shelters directing consumers to
our contest.

29. be smart. drink smart. ASK WISELY!