The document introduces the team members behind TruSweets branded entertainment and provides brief biographies of each member, describing their relevant experience and goals. It then outlines the branding plan for TruSweets, including an analysis of the company, its products, brand personality, target audiences, competitors, and proposed marketing strategies.
6th Street yogurt is a brand of frozen yogurt that aims to provide "guilt free indulgence" to consumers. The name refers to 6th street in Austin, Texas, known for its entertainment and temptations. The logo uses pink and white stripes to symbolize temptation and indulgence in a guilt-free way. The brand targets women aged 18-35, children 5-13, youth aged 17-23, and professionals aged 24-45. It aims to be perceived as classy but not pretentious, appealing to a sophisticated, international audience seeking uniqueness, status, freedom from calories, and well-being through a variety of flavor and topping options.
The document outlines YMC's proposed S'well Campus Ambassador Program. The program aims to promote the S'well reusable water bottle brand to college students through campus marketing campaigns run by student brand ambassadors. The ambassadors would educate students about S'well's sustainability efforts and philanthropic partnerships while increasing brand awareness. Four sample marketing tactics are described, including giveaways at campus events and partnering with student organizations. Ideal candidate qualities for the ambassador role and example ambassadors are also provided.
This document presents a campaign plan for Innocent Smoothies to raise awareness among young adults aged 18-22 in Ho Chi Minh City. The key message is "Bring Nature Closer to You" and the big idea is "Nature Beside You." The plan uses integrated marketing communication tools like websites, social media, events, advertising, and sales promotions. The media plan aims to reach 70% of the target audience at least 4 times in 4 weeks through continuous scheduling of TV commercials and print ads. Evaluation of increasing brand awareness and sales will determine the campaign's success.
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.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers Elite 4 - Assignment 1.2 - Yến Anh + Thái Hoàng + Hoàng Yến +...Anh Huynh
1) The document discusses brand strategies for BigC and CoopMart supermarkets in Vietnam. It analyzes their category truths, consumer truths, and how each brand establishes a unique brand truth.
2) BigC targets busy women with consecutive sales promotions to provide economical shopping and peace of mind. CoopMart aims to treat customers like friends with meaningful promotions and community initiatives to build intimacy.
3) The document also examines hair care brands Sunsilk and Rejoice, with Sunsilk empowering women with autonomy and Rejoice supporting dreams through hard work.
Young Marketers Elite 8 - Assignment 1.1 - Team4 - Hoàng Long, Phương Thảo, P...Long Tran Hoang
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. For each brand, it also provides example campaign ideas that resonate with consumers and link back to the brand essence.
The key takeaways emphasize that in low differentiation categories, humanity should be the prime guideline for a brand to stand out. It stresses the importance of putting consumers first to be a trendsetter in the market, and maintaining consistency between what a brand says and its actions.
This document provides details about a marketing campaign for Hershey's Take 5 candy bar. The objective is to increase awareness and sales of Take 5 by associating it with donations to local schools. The target audience is parents of children aged 14 and under. Advertising will focus on TV, magazines, and online platforms to convey that purchasing Take 5 supports education. A 30-second TV commercial is proposed to show how Take 5 donations have improved local school infrastructure and experiences for children. The goal is to make Take 5 a leading chocolate brand through a corporate social responsibility campaign.
6th Street yogurt is a brand of frozen yogurt that aims to provide "guilt free indulgence" to consumers. The name refers to 6th street in Austin, Texas, known for its entertainment and temptations. The logo uses pink and white stripes to symbolize temptation and indulgence in a guilt-free way. The brand targets women aged 18-35, children 5-13, youth aged 17-23, and professionals aged 24-45. It aims to be perceived as classy but not pretentious, appealing to a sophisticated, international audience seeking uniqueness, status, freedom from calories, and well-being through a variety of flavor and topping options.
The document outlines YMC's proposed S'well Campus Ambassador Program. The program aims to promote the S'well reusable water bottle brand to college students through campus marketing campaigns run by student brand ambassadors. The ambassadors would educate students about S'well's sustainability efforts and philanthropic partnerships while increasing brand awareness. Four sample marketing tactics are described, including giveaways at campus events and partnering with student organizations. Ideal candidate qualities for the ambassador role and example ambassadors are also provided.
This document presents a campaign plan for Innocent Smoothies to raise awareness among young adults aged 18-22 in Ho Chi Minh City. The key message is "Bring Nature Closer to You" and the big idea is "Nature Beside You." The plan uses integrated marketing communication tools like websites, social media, events, advertising, and sales promotions. The media plan aims to reach 70% of the target audience at least 4 times in 4 weeks through continuous scheduling of TV commercials and print ads. Evaluation of increasing brand awareness and sales will determine the campaign's success.
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.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers Elite 4 - Assignment 1.2 - Yến Anh + Thái Hoàng + Hoàng Yến +...Anh Huynh
1) The document discusses brand strategies for BigC and CoopMart supermarkets in Vietnam. It analyzes their category truths, consumer truths, and how each brand establishes a unique brand truth.
2) BigC targets busy women with consecutive sales promotions to provide economical shopping and peace of mind. CoopMart aims to treat customers like friends with meaningful promotions and community initiatives to build intimacy.
3) The document also examines hair care brands Sunsilk and Rejoice, with Sunsilk empowering women with autonomy and Rejoice supporting dreams through hard work.
Young Marketers Elite 8 - Assignment 1.1 - Team4 - Hoàng Long, Phương Thảo, P...Long Tran Hoang
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. For each brand, it also provides example campaign ideas that resonate with consumers and link back to the brand essence.
The key takeaways emphasize that in low differentiation categories, humanity should be the prime guideline for a brand to stand out. It stresses the importance of putting consumers first to be a trendsetter in the market, and maintaining consistency between what a brand says and its actions.
This document provides details about a marketing campaign for Hershey's Take 5 candy bar. The objective is to increase awareness and sales of Take 5 by associating it with donations to local schools. The target audience is parents of children aged 14 and under. Advertising will focus on TV, magazines, and online platforms to convey that purchasing Take 5 supports education. A 30-second TV commercial is proposed to show how Take 5 donations have improved local school infrastructure and experiences for children. The goal is to make Take 5 a leading chocolate brand through a corporate social responsibility campaign.
The marketing plan provides strategies for Huipil, a soap company that sells artisanal soap to fund cheaper soap distribution in Guatemala. It outlines targeting upper-income, socially conscious women ages 25-34 living in urban areas. Pricing will be at a premium to maximize social impact. Promotional strategies include social media, partnerships, and highlighting the social mission. The plan also details customer retention tactics like quantifying impact and engagement through a newsletter. Overall, the plan provides an initial framework to launch Huipil's product and social mission.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
This document summarizes two brand innovations for Nescafé and Lavie water. For Nescafé, the innovation is a soluble coffee mixed with tequila but containing no alcohol, targeted at millennials and Gen Z seeking unique experiences. For Lavie water, the innovation is using recyclable glass bottles instead of plastic to appeal to environmentally-conscious consumers and build an image of sustainability. Both innovations aim to shift brand perceptions and connect with target audiences through new product experiences that align with consumer insights.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
Maximizing a brand's potential in the children's market requires developing an emotional connection with children through storytelling. It also involves expanding the brand across various product categories like toys, movies, food and fashion to increase engagement. However, building a successful brand is challenging due to factors like sophisticated child consumers, competition, and parents acting as gatekeepers over purchases. Understanding how children engage with different products and building partnerships with retailers and media are integral to extending a brand's success in licensing and merchandising.
The document outlines a marketing campaign for a new bottled white tea brand called TREASURE aimed at women aged 27-35. The 3 phase campaign begins with (1) a Facebook app that shows how stress can accelerate aging to trigger fears of aging, then (2) a sampling bus tour that provides samples of TREASURE tea to experience its calming effects, and (3) concludes with the release of a music video celebrating TREASURE for helping women stay young by keeping calm and taking care of themselves. The goal is to introduce TREASURE as a mental stabilizer that can prevent aging caused by losing balance in life.
The document analyzes criteria for evaluating Tet campaign insights and ideas. It then provides examples of insights and campaign ideas for several brands, analyzing each according to the criteria. The insights aim to be different, deeper, address tensions or needs, and be actionable for the brands. The examples include campaigns for Hunter shoes with the insight "Move to return home", Vinasoy soy milk's "Sowing kindness", and Bao Xuan skin care's insight about married women's desire to celebrate Tet at their parents' home.
This document provides information about marketing Lipton tea to millennials in Vietnam. It discusses the target group of millennial first jobbers aged 20-25 who are undergoing a transformation from student to professional life. The challenge is to make Lipton tea bags appeal to this group by being a "mental friend" during this stage. A marketing campaign is proposed to identify insights about what matters to this group and their perceptions of tea drinking. The campaign would introduce Lipton into their daily occasions in a positive way and be deployed through consumer communication, promotions, and a budget plan.
This document outlines a cause marketing plan for Biti's sandals to help reduce drowning among children in rural Vietnam. It proposes that Biti's develops sandals that can double as life preservers by inflating when submerged in water. The plan details creating a viral video about a child drowning and being saved by the floating sandals, announcing the partnership between Biti's and UNICEF at a press conference, and distributing the sandals for free to 10 rural areas while working with UNICEF to educate children on their use. The goals are to save children's lives, gain appreciation for Biti's by elevating its brand meaning, and rejuvenate its image through social impact innovation.
This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media.
The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.
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.
Young Marketers Elite 8 - Assignment 1 - Team 4Phuong Thao Do
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
The goal is to craft insights, ideas, and executions at different brand levels through a deep understanding of consumers to build each brand in the long term.
Under the campaign “America Runs On Dunkin” we were to design ads and a tag for Dunkin Donuts. Establishing new opportunities for consideration of DD products this campaign was entertaining—it would become engaging.
The document discusses opportunities in the skin care market in Vietnam. It identifies holistic glow as a category with the highest growth potential, noting consumers want healthy, glowing skin without makeup. While consumers value authenticity, many feel their skin looks unhealthy due to pollution and stress. The document suggests products providing deep nourishment for healthier skin that empowers a bare yet glowy look, addressing this consumer need and dilemma. Coconut oil is proposed as an effective moisturizing ingredient that can benefit skin daily when formulated properly, contrary to some consumer perceptions in Vietnam.
This document summarizes Thao Pham's portfolio and experience as a graphic designer and strategic designer based in Italy. It outlines her work history including freelance design, internships, and roles at design firms in Vietnam and Italy. It also lists her education including a Master's degree in Strategic Design from Politecnico di Milano. The document highlights some of her project experience, including developing a new brand identity for Parmalat's soy milk line. It provides an overview of her skills and interests such as illustration, photography, research, and teaching.
The document discusses the importance of understanding consumers at different levels of insight - functional, emotional, and aspirational needs.
It provides examples of how brands satisfy each level of insight:
- Functional need: Books satisfy the need for information
- Emotional need: The Maker Concept coffee shop inspires creativity
- Aspirational need: A jewelry store exploits dreams and beliefs
The document emphasizes that successfully satisfying higher levels of insight, like emotional and aspirational needs, allows brands to move consumers along the brand love curve and create the most loyal fans.
A group of students propose creating a soda called F'Soda that comes in unusual food flavors like pizza, bacon, and gummy bears. They aim to sell the soda in small bottles to students aged 10-11 at Island School. They believe these students will be interested in trying the new flavors. The students develop plans for production costs and profits from selling 50 bottles initially. However, they acknowledge that the business may not be sustainable long-term as teenagers' interests can change quickly. They aim to capitalize on students' initial curiosity about the strange flavors to generate profits before the trend ends.
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
For my final senior project at the University of Florida we formed agencies and prepared a campaign for a real client, Trinity Lutheran School. Within my agency, Bow & Arrow Advertising, I was one of the lead Creatives who was in charge of the layout and all other visual aspects that were contributed to the project. I created our logo along with a logo redesign for Trinity Lutheran School. I strengthened the branding of our team throughout the book, by creating cover pages and watermarks for each section. Though I assisted with the ad design, my main focus lied in the formatting and branding of the book and the rebranding of our client.
The marketing plan provides strategies for Huipil, a soap company that sells artisanal soap to fund cheaper soap distribution in Guatemala. It outlines targeting upper-income, socially conscious women ages 25-34 living in urban areas. Pricing will be at a premium to maximize social impact. Promotional strategies include social media, partnerships, and highlighting the social mission. The plan also details customer retention tactics like quantifying impact and engagement through a newsletter. Overall, the plan provides an initial framework to launch Huipil's product and social mission.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
Dunkin Donuts India - Event & Activation Strategy IdeaSoumitra Roy
The following is an Event and Activation Strategy idea presentation for Dunkin Donuts India made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi
This document summarizes two brand innovations for Nescafé and Lavie water. For Nescafé, the innovation is a soluble coffee mixed with tequila but containing no alcohol, targeted at millennials and Gen Z seeking unique experiences. For Lavie water, the innovation is using recyclable glass bottles instead of plastic to appeal to environmentally-conscious consumers and build an image of sustainability. Both innovations aim to shift brand perceptions and connect with target audiences through new product experiences that align with consumer insights.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
Maximizing a brand's potential in the children's market requires developing an emotional connection with children through storytelling. It also involves expanding the brand across various product categories like toys, movies, food and fashion to increase engagement. However, building a successful brand is challenging due to factors like sophisticated child consumers, competition, and parents acting as gatekeepers over purchases. Understanding how children engage with different products and building partnerships with retailers and media are integral to extending a brand's success in licensing and merchandising.
The document outlines a marketing campaign for a new bottled white tea brand called TREASURE aimed at women aged 27-35. The 3 phase campaign begins with (1) a Facebook app that shows how stress can accelerate aging to trigger fears of aging, then (2) a sampling bus tour that provides samples of TREASURE tea to experience its calming effects, and (3) concludes with the release of a music video celebrating TREASURE for helping women stay young by keeping calm and taking care of themselves. The goal is to introduce TREASURE as a mental stabilizer that can prevent aging caused by losing balance in life.
The document analyzes criteria for evaluating Tet campaign insights and ideas. It then provides examples of insights and campaign ideas for several brands, analyzing each according to the criteria. The insights aim to be different, deeper, address tensions or needs, and be actionable for the brands. The examples include campaigns for Hunter shoes with the insight "Move to return home", Vinasoy soy milk's "Sowing kindness", and Bao Xuan skin care's insight about married women's desire to celebrate Tet at their parents' home.
This document provides information about marketing Lipton tea to millennials in Vietnam. It discusses the target group of millennial first jobbers aged 20-25 who are undergoing a transformation from student to professional life. The challenge is to make Lipton tea bags appeal to this group by being a "mental friend" during this stage. A marketing campaign is proposed to identify insights about what matters to this group and their perceptions of tea drinking. The campaign would introduce Lipton into their daily occasions in a positive way and be deployed through consumer communication, promotions, and a budget plan.
This document outlines a cause marketing plan for Biti's sandals to help reduce drowning among children in rural Vietnam. It proposes that Biti's develops sandals that can double as life preservers by inflating when submerged in water. The plan details creating a viral video about a child drowning and being saved by the floating sandals, announcing the partnership between Biti's and UNICEF at a press conference, and distributing the sandals for free to 10 rural areas while working with UNICEF to educate children on their use. The goals are to save children's lives, gain appreciation for Biti's by elevating its brand meaning, and rejuvenate its image through social impact innovation.
This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media.
The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.
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.
Young Marketers Elite 8 - Assignment 1 - Team 4Phuong Thao Do
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
The goal is to craft insights, ideas, and executions at different brand levels through a deep understanding of consumers to build each brand in the long term.
Under the campaign “America Runs On Dunkin” we were to design ads and a tag for Dunkin Donuts. Establishing new opportunities for consideration of DD products this campaign was entertaining—it would become engaging.
The document discusses opportunities in the skin care market in Vietnam. It identifies holistic glow as a category with the highest growth potential, noting consumers want healthy, glowing skin without makeup. While consumers value authenticity, many feel their skin looks unhealthy due to pollution and stress. The document suggests products providing deep nourishment for healthier skin that empowers a bare yet glowy look, addressing this consumer need and dilemma. Coconut oil is proposed as an effective moisturizing ingredient that can benefit skin daily when formulated properly, contrary to some consumer perceptions in Vietnam.
This document summarizes Thao Pham's portfolio and experience as a graphic designer and strategic designer based in Italy. It outlines her work history including freelance design, internships, and roles at design firms in Vietnam and Italy. It also lists her education including a Master's degree in Strategic Design from Politecnico di Milano. The document highlights some of her project experience, including developing a new brand identity for Parmalat's soy milk line. It provides an overview of her skills and interests such as illustration, photography, research, and teaching.
The document discusses the importance of understanding consumers at different levels of insight - functional, emotional, and aspirational needs.
It provides examples of how brands satisfy each level of insight:
- Functional need: Books satisfy the need for information
- Emotional need: The Maker Concept coffee shop inspires creativity
- Aspirational need: A jewelry store exploits dreams and beliefs
The document emphasizes that successfully satisfying higher levels of insight, like emotional and aspirational needs, allows brands to move consumers along the brand love curve and create the most loyal fans.
A group of students propose creating a soda called F'Soda that comes in unusual food flavors like pizza, bacon, and gummy bears. They aim to sell the soda in small bottles to students aged 10-11 at Island School. They believe these students will be interested in trying the new flavors. The students develop plans for production costs and profits from selling 50 bottles initially. However, they acknowledge that the business may not be sustainable long-term as teenagers' interests can change quickly. They aim to capitalize on students' initial curiosity about the strange flavors to generate profits before the trend ends.
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
For my final senior project at the University of Florida we formed agencies and prepared a campaign for a real client, Trinity Lutheran School. Within my agency, Bow & Arrow Advertising, I was one of the lead Creatives who was in charge of the layout and all other visual aspects that were contributed to the project. I created our logo along with a logo redesign for Trinity Lutheran School. I strengthened the branding of our team throughout the book, by creating cover pages and watermarks for each section. Though I assisted with the ad design, my main focus lied in the formatting and branding of the book and the rebranding of our client.
This document provides an overview of the brand strategy for a frozen yogurt company called 6thStreetYogurt. It outlines the brand's vision to build a community of yogurt connoisseurs through product innovation. It then discusses the brand's logo, imagery, target audiences including women aged 18-35, youth aged 16-26 and children aged 5-13, as well as product offerings like frozen yogurt, toppings and waffles. The brand aims to appeal to customers' needs for fun, indulgence and status through a guilt-free eating experience with endless possibilities.
The document provides background information on the 6thStreetYogurt brand including its vision, mission, logo, imagery, target audiences, and product offerings. The brand's vision is to build a community of yogurt connoisseurs and its mission is to enhance the appeal of frozen yogurt through product innovation. It was launched in 2012 in Mumbai and has grown to 7 locations. Its logo uses pink and black colors to represent indulgence and features a forward-moving angle matching its target audiences' attitudes. Its target audiences include women ages 18-35, youth ages 16-26, children 5-13, and working professionals ages 26 and above. The brand aims to be perceived as classy with attitude and offers a variety of frozen yogurt
Our team's campaign book for Promotions. Promotions is a year-long, 9-credit course at McIntire that centers on creating a campaign for a corporate sponsor to compete in the annual American Advertising Federation's (AAF) National Student Advertising Competition (NSAC).
In my Advertising course, I worked with four other students on a comprehensive advertising campaign for Boomchickapop popcorn. We did extensive research and strategy development in order to come up with the creative concepts.
Strategic Communication Plan Synthesis Proposal for TalentiAnna Ferrari
My group designed the strategic plan for the brand "Snapple". We Conducted primary and secondary research. I created multi-media advertisements informed by the groups research (pages 15-18).
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.
This document provides details for a charity drive event organized by students to raise funds for the Society for the Prevention of Cruelty to Animals (SPCA) Selangor. The students formed groups and planned to sell various food products such as seaweed popiah, sweet corn, bread pudding, and homemade cookies. They aimed to raise RM2500 through the sales and donations. Analysis was done on target markets and competitors. A variety of products were selected and packaging details were provided. The event was a success, raising a total of RM2504.86 which was donated to SPCA.
Our team ran a charity drive event on campus to raise funds for an animal welfare organization. We sold seaweed popiah, bread pudding, fruits, cookies, and sweet corn. To promote our event, we created an Instagram account and placed posters around campus. We received a sponsorship of RM1100 from a company and donations of RM200 from friends and family. Over the week-long event, we raised a total of RM2504.86 from sales, sponsorship and donations. We donated the entire amount to the Society for the Prevention of Cruelty to Animals.
This document provides details for a charity drive event organized by students to raise funds for the Society for the Prevention of Cruelty to Animals (SPCA) Selangor. The students formed groups and planned to sell various food products such as seaweed popiah, sweet corn, bread pudding, and homemade cookies. They aimed to raise RM2500 through the sales and donations. Analysis was done on target markets and competitors. A variety of products were selected and packaging details were provided. The event was a success, raising a total of RM2504.86 which was donated to SPCA.
This document provides biographical information and case studies for Soleyl D'Angelo, a strategic planner. It outlines her background growing up in a diverse family which fostered logical reasoning, creativity, and connection. It then presents three case studies where she developed advertising campaigns for MODA museum, Abe's dairy-free products, and Dr Pepper. Each case outlines goals, insights, challenges and consumer truths uncovered through research. Creative executions are presented for each campaign.
The document provides details of a marketing campaign for Starburst candy. The campaign's big idea is "Life is Real. Juicy." and aims to position Starburst as a candy made with real fruit juice, appealing to health-conscious consumers. The campaign objectives are to increase awareness of the real juice benefit by 80% and engagement by 25%, leading to a 10% revenue increase. A variety of creative executions are proposed for TV, print, outdoor, digital and social media channels to drive awareness in April-June and engagement/purchase from June-September.
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.
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.
Perfetti Van Melle Benelux is a confectionery company based in the Netherlands and Belgium that produces and markets various candy brands. They aim to grow their business in a sustainable way that considers future generations. They take corporate social responsibility seriously through initiatives like reducing packaging waste and CO2 emissions from their factories.
The document provides creative concepts and advertising strategies for Domino Sugar from the creative agency SWM. It includes 14 concepts ranging from holiday spots celebrating baking traditions to campaigns focused on health and lifestyle. It also outlines future concepts like developing gift boxes and sponsoring cooking shows. The overall goal is to make Domino Sugar top of mind for consumers and position it as part of people's traditions and lifestyle choices.
Chef Koochooloo is a global educational platform that teaches families about other countries and cultures through interactive cooking games and healthy recipes. It aims to bring families together, promote education, social responsibility, and healthy lifestyles. The platform includes a cooking app, cookbook, cooking kits, and shows. It addresses issues like childhood obesity and lack of geography and science knowledge. If successful, it could have a positive social impact and generate revenue through its various products and services.
In the 2019 fall semester, I was a student in Professor Scott Hamula's advertising class and was given the opportunity to rebrand any less known/advertised brand. The group that I was a part of chose to rebrand The Original Oatly. Attached below is our final project booklet about our new Advertising Campaign plan for Oatly. This project was a lot of fun and extremely thankful I got to have real life experiences in this class.
Mondegreen is an annual music festival located on Navy Pier in Chicago that features bands, comedy, and art. It aims to bring together people from diverse backgrounds through creative expression and provide a platform for emerging artists. The festival will use various venues on Navy Pier such as the Grand Ballroom, Festival Hall, Lakeview Terrace, and Rooftop Terrace to host performances and amenities. It prioritizes being environmentally friendly through initiatives like recycling stations and water refilling stations.
This document contains a menu with options for news, events, groups, and a map. The menu allows users to access current news items, browse upcoming events, find relevant groups, and view a map. Links are also provided under events to related external event pages.
This document provides information about several upcoming events at Columbia College, including Dance Dance Revolution, Invisible Light Studies, an Israeli Dance Workshop, and a talk by Ryan Van Meter. It also includes details about the 1104 S. Wabash building and maps of nearby locations.
The document outlines a marketing plan for a new student communication app at Columbia College Chicago. It includes research from student surveys and focus groups which found that students want a single source for event and activity information. A SWOT analysis determined an app would address weaknesses in the current system. The plan details the target audience, competitive apps, mock-ups of the proposed app, and an advertising strategy to encourage students to download it. The goal is to improve student engagement across campus through a convenient mobile app.
The Clean Locks team is comprised of five women founders led by CEO Erika Adams. They are passionate about creating a natural shampoo using only high-quality ingredients like avocado oil and vitamin E oil to leave hair feeling hydrated and beautiful. Their mission is to create an essential product that supports a lifelong relationship with healthy hair.
The Chicago Lighthouse aims to launch a line of greeting cards called Luminous Greeting Cards to raise funds and create jobs for the blind and visually impaired. The cards will come in two styles - everyday cards with Braille messages, and occasional cards that can be customized with Braille. Research shows the nonprofit industry raises billions annually, with hundreds of organizations serving the blind. The Chicago Lighthouse has the largest market share of these groups in Illinois. The launch seeks to appeal to a broad audience while promoting the Lighthouse's mission.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Trusweets
1. Developed by: Charlotte Weller, Isabel Sirvent, Ben Rifken, Lindsey DeLuca and Jourdan Barnett - October 20, 2014
1TRUSWEETS - BRANDED ENTERTAINMENT
Branding Plan 2014
2. 2TRUSWEETS - BRANDED ENTERTAINMENT
About Us
Charlotte Weller is a senior at Columbia College Chicago graduating
in May with a degree in Marketing and a minor in Creative
Advertising. In her degree she would like to become a storyteller in
branding or creative marketing at a company atmosphere pioneering
in environmental or conservation of community. While pursuing her
degree is usually number one Charlotte spends her 5am mornings
training for half marathons and chasing the sunrise. Charlotte is the
authentic adventure seeker who is always after Information for Brand
Outline - Charlotte Contact: weller.char@gmail.com
Lindsey DeLuca, Media Management 15’.While at Columbia Lindsey
has focused on classes not just in Media Management but in Music
Business as well as Live and Performing Arts. Lindsey has interned for
Celebrity Hotspots helping manage social media platforms for the
company as well as research and write blog posts for their website.
Other than spending time with friends and family in her free time
Lindsey is teaching herself how to play guitar and piano. Her musical
interest started with violin lessons in grade school and she continued to
play throughout high school. After receiving her Bachelors degree she
plans to work in social media and explore options in the Music Industry.
Lindsey also has interest to further her knowledge in Arts Management
by attending Graduate school at Columbia College.
3. 3TRUSWEETS - BRANDED ENTERTAINMENT
My name is Jourdan Barnett and I am Television
major for writing and producing. I love to draw
cartoons, create and write stories, explore around the
city, take pictures, eating and drinking (responsibly). I
am also a pescetarian. I feel that this project is a great
challenge that pushes me to networking more and
collaborating ideas with my team. I feel that we are
determined and prepared to sell our ideas to our
client.
Isabel Sirvent is an International Student from Spain;
Marketing and Management Communication Major at
Columbia College Chicago and will be graduating in
Spring 2015. She plans on working towards account/
strategy fields in business marketing. Isabel is a food
freak, fitness fanatic and dreams to travel the whole
world one day. As an adventures traveler that always
finds the way to explore new places around the world,
you can find her at www.isabelsirvent.com.
Feel free to contact her. Gracias - Isabel
4. 4TRUSWEETS - BRANDED ENTERTAINMENT
Hey, my name is Ben Rifken, and I’m a Television
currently in my third year at Columbia College. In
that time I’ve had the opportunity to produce, direct
and edit a variety of videos for the web including
commercials, wedding videos, and music videos. I’ve
also started my own production company that’s in its
second year of operation. I’m really looking forward
to producing this ad for TruSweets! I was lucky
enough to get a great team full of hard working,
dedicated students. Can’t wait to see what we come
up with!
5. Table of Contents
5TRUSWEETS - BRANDED ENTERTAINMENT
6 - About TruSweets
7 - Market Analysis
8 - Big Idea & Branding Goal
9 - Brand Analysis
10 - Product
11 - Brand personality
12 - SWOT Analysis
13 - Audience
14 - Sales/Positioning
15-16 Competitors Analysis
17 - Positioning Between Competitors
18 - Current Retail Distribution
19 - Mood Board
20 - Branding Plan
21-22 Distribution plan
23-31 Scripts
23-25 CEO
26-28 Play date
29-31 Groceries
32-41 StoryBoards
32-34 CEO
35-37 Play date
38-41 Groceries
6. About TruSweets
TruSweets History
2008
• Bert Cohen, natural foods devotee, acquires Surf Sweets to create a candy
contradiction.
2011
• The company introduced candy canes to Whole Foods.
2012
• Restate to TruJoy Sweets brand and new packaging.
2013
• Became a member of 1% for the Planet
• Expanded Surf Sweets line to include organic watermelon and peach rings
• Introduced TruJoy Sweets organic Fruit Chews
2014
• Introduced TruJoy Sweets Choco Chews.
• Surf Sweets brand and packaging restate.
6TRUSWEETS - BRANDED ENTERTAINMENT
7. The idea of organic candy was developed around October 2008 in the U.S.
Now Europe and Mexico have started to develop a new market with this concept.
Throughout our research, we saw that organic candy is not as outstanding as
other candies.
The chart above illustrates the diversity of candies in the U.S.
Our conclusion with this concept is that we haven’t found out an organic
gummy bears market search.
But there is a really popular concepts between candy and organic.
Having organic chocolate candy as the most celeb with 100% of popularity
which means that there is a market out there that actually buys organic candy.
The question is how to market other audiences with an unfamiliar candy.
7TRUSWEETS - BRANDED ENTERTAINMENT
Market Analysis
Organic Candy in the U.S
8. Big Idea & Branding Goal
Big Idea is to have our target audiences understand that health, organic,
and natural do not mean the image needs to be perceived that they
taste bad. To help others understand why choosing SurfSweets
natural and organic can be a healthier alternative because of the use
of fruit juice, natural sugar, and nutrients with still being a candy
but made organically with an amazing taste.
Branding Goal is to have our target audience broaden to more then just
mom’s but parents of healthy active lifestyle. We want to continue
to educate on the naturally good taste SurfSweets. To inform and
educate we will be using fun humor along with facts of the product
within a YouTube video concept.
8TRUSWEETS - BRANDED ENTERTAINMENT
9. Brand Analysis
Vision & Mission
They are a socially responsible company dedicated to make life sweeter by producing the world’s most flavorful sweet
treats using organic ingredients. They donate a minimum of 1% of sales from their products to a number of organizations that
support environmental causes.
Healthy Child Empower parents to take action to protect children from harmful chemicals
heathychild.org
Sustainable Surf Promotes environmental awareness through the
growth of a sustainable minded surf culture.
Sustainablesurf.org
Climate Cycle Inspires passionate dedicated students
from the Chicagoland area to green our world
Climatecycle.org
Rozalia Projects Mission of developing real world solutions to our ocean
pollution problems through innovation and education
Rozaliaproject.org
9TRUSWEETS - BRANDED ENTERTAINMENT
10. Product
Brand Surf Sweets
Quality
Use the highest quality ingredients while practicing transparent and
authentic labeling
Innovation
Focus on creating fun, innovative and great tasting natural and organic
confections
Relationships
Create and sustain long-term relationships with customers,vendors and
partners.
All Natural & Organic Gummy Candy
Organic Jelly Beans
Creating the world’s most flavored candy made with organic fruit juice and sweeteners
and free of the ten most common allergies.
10TRUSWEETS - BRANDED ENTERTAINMENT
11. Brand Personality
Surf Sweets
❖ Caring, honest, genuine, authentic, not boring.
❖ Outgoing, confident small company vibe (not strange or odd)
-Marketing to moms for kids
❖ Fun, active, lively, optimistic, whimsical, not too juvenile
11TRUSWEETS - BRANDED ENTERTAINMENT
Team TruSweets
12. SWOT Analysis
Strengths, Weaknesses, Opportunities and Threats
Strengths Weaknesses Opportunities Threats
Taste Taste may be perceived as
cardboard like
Stretching beyond the organic
normal
Organic candy has a stigma
Quality Ingredients The word “organic” Bringing humor to the light of the
words healthy and organic
The packaging is plastic
Vitamin C Other brands coming into mix To outstretch to a different minded
demographics
Bigger candy companies
Allergy Friendly Demand Promotional marketing (handing it
out schools)
Video presence already
Vegan & Vegetarian Perception You can make life more then
“sweet”
Made in the US Can it compete with regularly
flavored candy
Digital- applications
12TRUSWEETS - BRANDED ENTERTAINMENT
13. Target Audience
Demographic & Psychographics
Parents with Children age 3-13 — Parents for kids
❖ Caring, honest, genuine, authentic, not boring.
❖ Outgoing and confident
❖ Fun, active, lively, optimistic, whimsical, not too juvenile
Segmentation
❖ Fun for kids, clean ingredients and tastes great
❖ Free of the top allergies
Messaging Strategy
❖ Make natural fun- Happy Snack!
❖ Kit concept- Kids, Ingredients and Taste
13TRUSWEETS - BRANDED ENTERTAINMENT
14. Sales/ Positioning
Surf Sweet Product
❖ Surf Sweets Gummy Bears and Gummy Worms are #1 & #2 in Gummy candy.
❖ Surf Sweets Organic Jelly Beans are #1 Jelly Bean.
❖ Surf Sweets is in demand and driving consistent distribution growth, up 94 points in total distribution.
14TRUSWEETS - BRANDED ENTERTAINMENT
0
7.5
15
22.5
30
Jelly Beans Gummy Bears Gummy Worms
21
30
25
Surf Sweets Candy
15. Competition Analysis
Surf Sweets
TruSweets YumEarth Organics Goody Good Stuff Let’s do Organic
Compare Audience Moms for their kids Parents for their kids Parents for their kids Parents for their kids
Compare Message Socially responsible
company dedicated to
make life sweeter by
producing the world’s most
flavorful sweet treats using
organic ingredients.
Treats are made with all-
natural ingredients, no
artificial colors or artificial
dyes, no gluten, no peanut
and no tree-nuts, just
award winning taste.
Goody Good Stuff is an all-
new natural gummy candy
range that is made with a
plant derived bio-gum
technology, which
eliminates the need for
animal-based gelatine,
which most traditional
gummy sweets use.
They believe that
everybody is different and
every body has different
needs, a point that is often
overlooked by
conventional food
companies who cater solely
to “mainstream” customers.
Compare Brand Story Bert Cohen, successful
entrepreneur and natural
foods devotee discovered
Surf Sweets, a brand based
in California that
embodied the active
lifestyle and healthy food
choices that he valued. His
calling from that time on
became clear – to create a
Candy Contradiction with
Surf Sweets.
Two dads with young
children, founded
YumEarth out of their
commitment to feed their
families a
diet rich in delicious
healthful foods free of high
fructose corn syrup and
artificial dyes.
Over the last 15 years, they
have worked to develop a
food technology, which
allows them to remove the
gelatin from gummy sweets
while still producing a
deliciously smooth and
clear consistency. This
makes their product range
the first and only of its
kind in the market. In
addition, they have taken
out all of the artificial
colors and flavors and use
only natural fruit and
vegetable extracts in the
range.
Let’s do organic was born
out of a commitment to
create delicious natural
foods featuring convenient
preparation in step with
busy, health-aware
lifestyles. they’ve travel the
world to taste and evaluate
regional foods, to source
the finest ingredients, and
to partner with the most
reliable farmers, packers
and food artisans to create a
unique range of natural
and organic specialties.
15TRUSWEETS - BRANDED ENTERTAINMENT
16. Compare Strengths • Taste
• Quality ingredients
• Vitamin C
• Allergic friendly
• Vegan & Vegetarian
• Made in the U.S
• Made with organic
ingredients
• Vitamin C
• Allergy friendly
• Free of corn syrup
• Many types of flavors
and products (cola
breeze, cherry or sour
gummies)
• Product distribution
• Great Branding
• Organized
• Different type of
products, not only candy
• Organic products
• Options for Vegan
Compare Weaknesses • Taste may be perceived
as cardboard like
• The word “organic”
• Other brands coming
into mix
• Demand
• Perception
• Can it compete with
regularly flavored candy
• Website
• Social Media
• Distribution
• Contact with their
customers
• Vegan options
• Non- GMO
• No certified as organic
• Non-GMO
• No certified as organic
• Free of corn syrup
• Vitamin C
• Made with organic
ingredients
• Non- GMO
• No Vitamin C
• No allergy friendly
Compare Price 100g/ 1 bag $2.10 bag of 40 poops/ $ 7.99 100g/ 1 bag $1.50 100g/ 1 bag $1.75
TruSweets YumEarth Organics Goody Good Stuff Let’s do Organic
16TRUSWEETS - BRANDED ENTERTAINMENT
17. Positioning Between Competitors
Non- GMO Verified
Certified Organic
Made with Organic
Ingredients
100% RDA Vitamin C
Free of Top 8 Allergies
Free of Corn Syrup
Vegan Options
Country of Origin
17TRUSWEETS - BRANDED ENTERTAINMENT
21. Distribution Plan
Goal, Timing and Adwords (Promote your video) Plan
Goal To bring awareness to naturally made candy that is healthier to eat then others without having any of the cardboard
perceptions.
Objectives To bring brand awareness through a viral video of knowledge of products, flavor, and healthier values of
wanting to eat fun treats.
We are planning on having all social media (Twitter, Facebook, Pinterest and blog) have the branded video
exposure. Along with having SurfSweets website to have the video on it as well maybe on the homepage. This
video will also be present on SurfSweets YouTube channel, providing new direct contact to the target audience.
Showing the YouTube media planning page - using $400 or $500 dollars the amount of views SurfSweets can
depend on cost along with customization of who should be viewing it targeting Chicago, mom, dads, parents,
health conscious, etc. going into the specifics of our audience so that when certain things are searched then
SurfSweets video would appear.
21TRUSWEETS - BRANDED ENTERTAINMENT
23. Script
CEO
INT. OFFICE MID DAY
5-8 year-old Todd in suit, glasses with a neat comb-over
sits at a desk. His secretary, Sheryl leans in and tells him
the head of candy engineering has arrived. He gets down from
his chair and walks out of the room. Sheryl leans over to
talk to one of Todd’s board members standing nearby.
SHERYL
He's in a terrible mood today. He's... He's been talking
about cleaning house..
TODD
SHERRYLLL!!!
Sheryl looking frightened, runs off.
Todd enters a small conference room containing a frightened
looking man in a lab coat sitting at a table. Todd walks up
and stands across from the table. A high chair is carried in
by Sheryl, and he is lifted into it. Todd crosses his legs
and locks his fingers. There is about 10 seconds cutting
back and forth between Todd staring at Scientist Jim,
asserting his dominance. Todd holds up a bag filled with
brownish looking morsels labeled “Organi-Candy.” He looks at
the candy then back at Jim.
TODD
...What is this?
23TRUSWEETS - BRANDED ENTERTAINMENT
24. Jim starts to explain nervously.
JIM
It.. It's our new crunch sna-
Todd throws the candy across the table and it hits Jim in
the head.
TODD
This sample is atrocious! You think
this is what our shareholders want?
Jim, nervously shifts in his chair, barely making eye
contact with Todd.
JIM
Sir, we have been working very hard,
it's just-
TODD
Jim, Jim, Jim.
Todd snaps his fingers. Sheryl walks over, sets a scotch
glass on the table, fills it with ice, then proceeds to pour
apple juice into it. Todd holds up a bag of Tru Sweets gummy
bears.
TODD
Did you know that Tru Sweets makes
organic gummy bears with real fruit
juices?
Jim bows his head slightly in shame
JIM Yessir.
Todd walks across the table over to Jim. Standing in front
of him, he holds out a gummy bear to Jim.
24TRUSWEETS - BRANDED ENTERTAINMENT
25. TODD
Here. Have one.
Jim politely refuses
JIM
No thank you sir I'm not very hun-
TODD
TRY. ONE. JIM.
Jim, on the verge of tears takes the gummy bear and eats it.
TODD
HOW IS IT JIM? WHAT DOES IT TASTE
LIKE?
JIM
(Almost sobbing) IT'S
DELICIOUS!!
Todd snaps his fingers, and Sheryl lifts him off the table
and sets him on the ground. He proceeds to walk out of the
room. Just before he exits the door, he turns his head
toward Jim.
TODD
Make me something I can sell.
CUT TO LOGO
FADE TO BLACK
25TRUSWEETS - BRANDED ENTERTAINMENT
26. Script
Play Date
EXT. SUBURBAN NEIGHBORHOOD MID DAY.
Shots of a nice upper-middle class home in the suburbs with
children playing in the front yard.
INT. KITCHEN MID-DAY
Long shot of five women standing around a kitchen table with
wine glasses in front of them. A couple kids run past the
table, chasing each other. Judy turns to yell at her child.
JUDY
Timothy Joseph no running in the
house! Sorry ladies. Anyway his
school called talking about a bake
sale asking if I would mind baking
brownies... Brownies!!
Camera cuts to shots of other women gasping and shaking
their heads in disapproval, except for one mom, Kelsey who
looks puzzled.
JUDY
So I just kept him home from school
that day. He doesn’t need to be
around that much sugar.
CAROL
You know what Tyler asked me when I
was packing his lunch? If he could
have chocolate for dessert.
Chocolate! Does he not see that I
26TRUSWEETS - BRANDED ENTERTAINMENT
27. already pack desert for him?!
Carol pulls an uncooked head of broccoli from a brown paper
bag and drops it on the table. Kelsey's eyes widen.
ABBY
You know Carol, you should get him
on the ‘green tea and tree leaves
diet.’ I started Jeffery on it two
weeks ago he loves it. You give ‘em
green tea and a head of lettuce.
Absolutely love it.
JUDY
I heard that was a good one!
Kelsey looks amused as she pours herself more wine. Karen
leans in excitedly and speaks as if she's telling a
scandalous secret.
KAREN
I just started Ronny on kale and he
loooves it.
Just then Ronny approaches Karen at the kitchen table
RONNY
Mom, I'm hungry
Karen reaches into her purse and pulls out two huge leaves
of kale and hands them to Ronny
KAREN
Here you go sweetheart.
Karen turns back to the group smiling, in the background
Ronny walks away irritated, throwing the kale in the trash
as he leaves the room.
KAREN
27TRUSWEETS - BRANDED ENTERTAINMENT
28. Loves it.
Kelsey's son, Aaron runs into the room and over to Kelsey
smiling. She gives him a bag of TruSweets gummy bears and
kisses him on the head. Aaron runs out of the room. The rest
of the mothers are gaping in awe.
AARON
Thanks mom!
Kelsey looks around the table at the shocked mothers as she
opens her own bag of gummy bears.
KAREN
What? They're made with organic
ingredients and real fruit juice. Also they're really good!
She takes a gummy worm and lightly bops Carols nose with it,
as if she is playing with an infant.
KAREN Boop!
Long shot of the table. Jeffrey chases Timothy through the
kitchen, leaves of lettuce sticking out of his pockets. He
trips. As he falls on the ground, flower petals explode out
from his mouth as he pukes green all over the kitchen floor.
28TRUSWEETS - BRANDED ENTERTAINMENT
29. Script
Groceries
Int. grocery store mid-day. A mother her son walk down the
isles pushing a shopping cart. They stop in the candy
section, and the mother pauses. She stares in disbelief at
the TruSweets package as her child weighs out vegetables.
Mother:*lets out excited yell*
Son puts down the vegetables, looking horrified. The mother
sees his look of disapproval and slaps her hand over her
mouth, as she holds up the bag of Tru Sweets.
LITTLE JOHNNY
*Hushed, aggressive tone* Mother We.
Are. In. Public.
Mother uncups her mouth and kneels down next to little
Johnny.
MOTHER
*Speaking very quickly* but they're
gummy bears. They look so good can I
buy these for you please please
please?
LITTLE JOHNNY
Mother you know we don't buy gummy
29TRUSWEETS - BRANDED ENTERTAINMENT
30. bears, they're full of chemicals.
MOTHER
But they're organic and they're made
with fruit juice and they're so soft
johnny feel how soft
Other shoppers in the store look over. One woman shopper
cranes her neck to see whats going on. Her child pushes her
from behind to get her to ignore the commotion.
JOHNNNY
Sssssssshhhhhhhhhhhhhhp
Johnny swings his arm to a hault like a conductor silencing
an orchestra.
MOTHER *PAUSES FOR A MOMENT*
But look at the colors of -
JOHNNY
*hushed and angry talking through
his teeth* Mother you are
embarrassing me
MOTHER
Can we just get a couple bags,
Billy's mom got 3 bags, pl -
JOHNNY
Alright can you do me a favor? If we
get the gummies will you agree to
30TRUSWEETS - BRANDED ENTERTAINMENT
31. shut up for the rest of this trip?
MOTHER
*excitedly smiling and nodding head*
Johnny whacks his mom lightly in the head with a bushel of
leafy lettuce, then turns around, tosses the lettuce in the
shopping cart and begins pushing it out of frame. A moment
later, his mom excitedly follows him and tosses the bag of
gummies into the cart, but before they land johnny smacks
them onto the ground.
MOTHER
*frustrated tone* Uhh. Johnny...
Both walk out of the frame. Transition to product logo &
animation.
CUT TO BLACK.
31TRUSWEETS - BRANDED ENTERTAINMENT