Positive PublicityNicole Platek, Martha Taylor, CJ Riculan, David Tamin and Kayla Smith

Group 6

Sparkling Ice

Agenda● Creative Brief

○ Target Audience○ Competition○ Objective○ Single-Minded Proposition○ Supporting Evidence○ Tone of voice○ Mandatories

● Creative Campaign○ Big Idea○ Executions

Meet Stephanie● Stephanie is a 22 year old student and young

professional.● During her busy life, she balances an active,

healthy lifestyle while succeeding professionally and maintaining a booming social schedule.

● Stephanie lives in Portland, Oregon ● Her main concern is to stay healthy in an

affordable way.● Stephanie previously drank Sparkling ice

competitor, LaCroix but switched to Sparkling Ice because it is a new alternative to more pricy beverages.

● “Sparkling Ice is a great healthy alternative to soda that can keep up with my active lifestyle. It is the easiest and best brand to pick up when you’re on the go”

More about the Target Audience“I drink Sparkling Ice as a healthy alternative to soda...after running around all day, I don’t feel guilty always having a bottle on hand”

“I like sparkling Ice because its carbonation and flavor satisfies me throughout my long days”

“The Sparkling Ice bottle is just so easy to carry around all day long”

“Sparkling Ice is good for any occasion and any time of the day..I always have a bottle with me

Competitors

Vitaminwater and Fruit Water0-120 Calories, Vitamins and Supplements, Multiple Flavors

Competitors

LaCroix Sparkling Water0 Calories, 0 Sweeteners, 0 Sodium, Multiple Flavors

Competitors

Water & Sparkling Water

Objectives● Overarching objective: Build brand awareness for Sparkling ICE using

billboards, print ads, and social media featuring a young, active consumer○ Build associations with the young, busy demographic

● We want our customer to not only have a taste preference toward Sparkling ICE -- but an emotional connection as well○ Brand loyalty

● Emphasize that a zero-calorie beverage can be just as tasty as a beverage that is high in calories

Single Minded Proposition (SMP)

“Zero calories has never tasted this good”

Supporting Evidence

“Bold flavor. Zero calories. Perfectly possible.”● Calorie-free● Great-tasting/naturally flavored

Substantial Growth● minimal advertising● CEO: “something that’s like biting into a fresh peach, not like Jolly

Ranchers,”● “Word of Mouth”

Tone of Voice

Direct● Emphasize SparklingIce● Project Convenience

Tone of Voice

Casual● Use in any situation● Always time for it● Different environments

Mandatories● Must include brand

name and actual product

● Advertising centered around “traveling”

● On-the-go lifestyle representation

Advertising Campaign

Our “Big Idea:”...

Sparkling Ice: your best travel companionhttp://youtu.be/dsM8E4Mu5xs

Advertising Campaign: commercial

Advertising Campaign (print)Sparkling Ice

Your best travel companion

Print ads ran in● Women’s magazines● Travel and tourism

magazines● Emphasis on Spring,

Summer and Fall months (mild-temperature time periods)

Advertising Campaign (print)

Sparkling Ice

your best travel companion

Advertising Campaign: (billboard)

Take a left!

The tastiest GPS you’ll ever

meet…

Sparkling Ice: your best

travel companion

Advertising Campaign: social media

Pinterest site● Pinning Sparkling Ice

○ Target Audience: ■ Most popular users are the 25-34 year old woman

○ 43% of users prefer to associate with brands on Pinterest while 23% prefer Facebook

● Boards that remind the consumer of Sparkling Ice in every situation○ http://www.pinterest.com/vtmarketing/

Advertising Campaign: social media

Sparkling Ice: your best travel companion

wants to know where you take your sparkling ice. Take a picture on Instagram or send a tweet showing us how and where you take your favorite drink. Tag us in your post and #Icetravels. If you get yourself “trending” or your photo is on the popular page of Instagram, you can win a free vacation to the destination of your choice.

Advertising Campaign: social media

Advertising Campaign: Guerilla Where could Sparkling Ice take you?

● A bus stop “digital” vending machine

● When you choose your flavor (ex: pineapple) that flavor takes you, and your outstretched arm holding a Sparkling Ice bottle to the related destination (ex: pineapple flavor would take you to a tropical location)

● Allows consumers to remind themselves about how great Sparkling Ice is and how convenient it is as well

Where could Sparkling Ice take you?

Questions?