revised final cool blasts case

Iazzetti, Mobeen, Patalan, Wright 0

Ice Breakers Cool Blasts Chews

Case Study

Jessica Iazzetti, Jimmy Patalan, John Wright, Maaz Mobeen

Dr. Regine

November 10th, 2015

Principles of Marketing


Table of Contents

I. Overview of the Company………………………………………………………….…2

II. Current Marketing Mix……………………………………………………………......2

III. SWOT Analysis………………………………………………………………………….3

IV. Social Media Overview………………………………………………………………..4

V. Introduction to Research………………………………………………………………4

VI. Marketing Research – Surveys……………………………………………………….5

VII. Marketing Research – Competitive Analysis……………………………………....5

VIII. Marketing Research – Perceptual Map…………………………………………......7

IX. Recommended Solutions Overview……………………………………………....…7

X. New Marketing Plan……………………………………………………………………7

XI. Commercializing the Chews…………………………………………………………8

XII. Traditional Advertising……………………………………………………………..…8

XIII. Non-Traditional Advertising………………………………………………………….9

XIV. Measurement and Evaluation……………………………………………………….10

Works Cited……………………………………………………………………………………11

Works Cited……………………………………………………………………………………12

Appendix A…………………………………………………………………………………….13

Appendix B………………………………………………………………………....………….13

Appendix C…………………………………………………………………………………….14

Appendix D…………………………………………………………………………………….15

Appendix E………………………………………………………………………………....….15

Appendix F…………………………………………………………………………......…......16

Appendix G…………………………………………………………………………………….16

Appendix H…………………………………………………………………………………….17

Appendix I……………………………………………………………………………………..17


I. Overview of the Company:

The Hershey Company was founded in 1894 in Derry Township, Pennsylvania, by

Milton S Hershey. Today, Hershey is a world renowned chocolate manufacturer, exporting to

over 60 countries. Headquartered in Hershey, Pennsylvania, Hershey has been producing its

iconic chocolate bar for over 120 years. Hershey owns several popular brands such as Reese's,

Jolly Rancher and Ice Breakers. The Icebreakers Brand was acquired by the Hershey Company

in the year of 2000, since then the Ice Breakers Brand has provided fresh breath to all people

everywhere. Ice Breakers became the first to offer the taste of a mint and gum combined. Years

later Ice Breakers became a renowned product that attracts everyone’s attention when they

consider buying gum or mints.

II. Current Marketing Mix: Hershey is traditional company that acts conservatively in regards to changing their

marketing. Hershey prefers to use traditional forms of advertising such as television, magazines,

and radio. The Ice Breakers Cool Blasts product launch included a national TV commercial

featuring young adults as their target market.

Product:

Dissolving chews with proprietary cooling crystals. “Not a gum. Not a mint. It’s a whole new cool” Two flavors: peppermint and spearmint 24 chews (with no wrapper) package

not kosher, for nutrition facts refer to the appendix

Price:

Consumer’s purchasing price is around $2, give or take depending on the distributor. For sampling it is 16¢ per sample.

Place:

The product is sold at the following; Walmart, dollar stores, Target, Convenience Stores,

Drug Stores, Supermarkets, and others. Their sales are aimed at 18-34 year olds who want fresh breath, quick. Impulse lanes is

the targeted area of sales in these distributors’ locations because that is where a customer

is most likely going to make a quick decision to buy the chews.

Promotion:

Ice Breakers uses TV ads, YouTube ads, College Humor, BuzzFeed, Thrillist, Facebook,

Tongal, and more to promote the product.


They used branded content, custom skins, digital video, commercials, crowd-sourcing,

posts, embedded ads, and their customers personal tweets, posts, and reviews as well.

Situation Analysis: As an extension to Hershey’s brand, Ice Breakers Cool Blasts Chews offer a brand new

form of gum and mint combination. Their marketing is necessary to spread the word of their

product and increase their sales. The breath freshener market needs an innovative, delicious, high

quality, and long lasting product; Ice Breakers has taken a risk and entered a crumbling market.

Gum sales have dropped 11% in the previous four years and are predicted to continue dropping

another 11% between 2014 and 2019. Hershey is targeting 18 to 24 year olds.

III. SWOT Analysis:

Strengths: The product contains proprietary cooling crystals. The brand’s reputation brings in customers already. The price of the product is similar to all other brands, not more expensive.

Weaknesses:

Although the brand is well known, but it is a new category product which causes a

lack of awareness of the product.

Opportunities:

The cool blasts have the ability to grow their product line since they have only

been around for approximately five months. They offer a variety of two flavors and have the ability to expand that if they feel

the need. With the dissolving ability, it makes the chews a one of a kind product.

Threats: Being so new, the product seems to be hidden and not in direct eye of the

consumer. The consumers Hershey’s is using are being uncooperative and placing the

product away from the front of their locations. Many competitors in the gum and mint category that may try to steal the

dissolving factor. Upon research the reviews seem to aim more towards the negative connotation.


IV. Social Media Overview:

Ice Breakers Cool Blasts have a presence on social media platforms, but there is room for

improvement. Ice Breakers Cool Blasts’ commercials do an excellent job of relaying the message within a

short amount of time. The commercial focuses entirely on people trying the product for the first

time and describing the experience; the commercial has no distractions, it simply gets to the

point, describes the product, and says the slogan, “Not a gum, not a mint, it’s a totally new cool!” Following the commercial people may be eager to check out the website. The website is well

designed for the user. Everything is easy to navigate and nothing seems to be distracting or

unnecessary. Ice Breakers does a terrific job in informing the customer of what the product is

and what it contains. Added to that the website is up to date and visually pleasing. If the page

had been dull and mundane it would not be nearly as effective. Instead they use their products

colors, and keep the page bright and aesthetically pleasing.

Then the consumer will check out what the product has to offer on the social media end

of it. They see that Ice Breakers has a Twitter, no Instagram, and a segment under Ice Breakers’

Facebook page. On twitter they have a hashtag, #staycool, that is keeping their page connected to

consumers as well as help the company track how many people are tweeting about them

positively or negatively. As well as the hash tag, they made their page simple to find by keeping

it the product’s name, nothing difficult for the customer to locate. The only thing Ice Breakers

Cool Blasts has on Instagram is their customer’s reviews. This is relates back to Hershey and

their brands being traditional in their advertising routes. On Facebook they only have a few posts

but it is under the Ice Breakers name, not one personally for the Cool Blast Chews. If they are

not a gum, not a mint then they should separate from those products and have people solely focus

on the new product.

If the customer really wants to research the product they may then check out other

websites. Besides amazon, one of the main ones they may view is CandyLandStore.com. Luckily

for Cool Blasts this website contains good reviews as well as a description of the product.

V. Introduction to Research:

By understanding Ice Breakers Cool Blast Chews’ current marketing strategies and overall

company performance, our group was able to take necessary steps to further research and get real

hand on experience on how to tackle the current problems Cool Blasts if facing. We conducted

surveys, analyzes their competitors, and read reviews to create the most efficient marketing

campaign.


VI. Marketing Research – Surveys

We have 562 responses that are able to be used due to the respondents actually using

breath freshening products. Females make up 75% of the respondents who responded. Luckily

we had 62% of respondents be between the ages of 18 to 22. This is perfect because Ice Breakers

currently targets 18 to 24 year olds and did not want to stray too far from that.

Single individuals contributed for 42% of the respondents while the closest to that was

25% being married. Are these people single due to bad breath and could use a product that

disappears right before their date notices? That is a market Ice Breakers can further analyze. The

number one reason for purchasing breath freshening products was for bad breath. Perfect, Cool

Blast Chews are an innovative product experience in (breath) refreshment category.

It appears that Cool Blasts top 3 competitors are Trident, Extra, 5 Gum. Bad news for Ice

Breakers though, only 67 people said they would be very likely to use the Cool Blast Chews.

But, this is the effect of it being a new product and minimal advertising. Although the chews are

not a gum, and not a mint 355 people said they would be very likely to use gum as a form of

breath freshening which is closest to Cool Blasts opportunity of being used. The three most

popular gum flavors are spearmint, peppermint, and wintergreen. Luckily Ice Breakers Cool

Blast Chews has two of those flavors. Then if they consider adding flavors they know that they

may want to consider wintergreen since 285 people chose that as their favorite flavor.

The most common time for people to chew gum is before a big date, with 302 people

saying that it is very likely. 75% of our respondents say that they chew gum daily, or once a

week. This is spectacular for gum and mint companies such as Ice Breakers because then they

can make sales almost every day if not every day. For the 12% who do not swallow or throw

away their gum they now do not need to worry about littering or making desks disgusting. The

chews will just dissolve in their mouth.

Ice Breakers could take this information to work on their product. Now they know their

customer is Alex, a single individual. Alex mainly buys breath freshening products because they

feel their breath could smell nicer, but right now they are not choosing Cool Blasts as their first

choice. They often buy spearmint and peppermint. These flavors are perfect for when Alex gets

ready to make a move on their date.

VII. Marketing Research – Competitive Analysis Products Overview:

Ice Breakers Cool Blasts is just like every other company and has their competitors.

Being that Cool Blasts is in the related category of mints and gum they now have a wider

variation of competitors. Their competitors include Trident, Wrigley’s, Tic Tac, and Mentos.

Trident is owned by a UK company, Cadbury. Wrigley’s is owned by Mars Incorporation. Tic

Tac is owned by Ferrero, and Mentos is owned by Perfetti Van Melle. Although the gum

industry is on a decline that does not mean that companies have stopped producing their product.

These companies use competitive channels such as; paid advertising, SEOs, web traffic, social

media, blogs, news, emails, and earned media.

Paid Advertising:


Each of the competitors uses paid advertising. These include YouTube ads, television

ads, and other sources of media. Trident’s ad uses comedy to grab the customer’s attention.

Wrigley’s ads are more sensational in encapsulating the consumers. Tic Tac’s ad was colorful

and energetic to grab the positive side of their customers. Mentos is on the decline with ads

though being that their most recent commercial available on YouTube was in the early 2000s.

These companies make the decision to put money aside for advertising expenses expecting to

receive revenue from customers seeing their ads and deciding to buy their product.

SEOs:

Companies use SEOs, search engine optimization, to grow their company’s attention

whenever consumers search specific words. Some things include gum, Wrigley’s, and 5 gum to

bring up Wrigley’s website or product information. While for trident does not have too many

besides gum, and their product name. Icebreakers main competition appears when gum, mints, or

breath fresheners are searched for. These keywords, links, and etc. help to bring consumer traffic

to the company’s website and product.

Traffic:

Companies track their website or product traffic by connecting links to these websites.

Then they take that data to decide whether or not they want to keep their ads or links on other

companies’ websites such as Facebook, YouTube and Twitter. Icebreakers competitors did not

seem to have that great of a use of SEOs therefore their traffic may be considerably low. There

were little to no databases or articles that showcased the competitors’ exact numbers.

Social Media:

Trident’s twitter exceeds Icebreaker’s by a whole new level. Mentos’ twitter is also ahead

of Icebreakers on twitter which is surprising because Mentos is an older company. Icebreakers

appears to be the most lacking on the twitter aspect of social media. All of the competitors take

advantage of Facebook. They all have liked pages to encourage positive feedback from their

customers. Mentos and Tic Tac are the only competitors with Instagram pages. None of the

competition has Pinterest pages, but some users do advertise for the company by posting images

of the products. Mentos and Trident are two of the competitors that have a Google + page. It

shows their recognition to the social media world. There trying to expose themselves out to

younger consumer of their products which is good thing. As opposed to tic tac and Wrigleys,

they need to make a requirement to expose themselves to young consumers.

Blog + Content x 4:

All four competitors Wrigleys, Trident, Mentos, and Tic Tac don’t have blog posts that

consumers can talk about in the page. We would suggest that all four brands would build a blog

page that consumers can write in. Consumers’ opinion on certain products relies heavily on their

decision to buy the product or not.

News and Press:

Out of the research I did about Wrigleys, Trident, Mentos, and Tic Tac, they all in some

way shape and form advertise their product in articles, newspapers and such things like that.


They released products in forms of advertising in articles. Press releases is the most important to

reach all age groups. Not just those who use social media mainly.

VIII. Marketing Research – Perceptual Map:

Perceptual maps are used to examine competitors between two categories. The perceptual

map shown below uses the categories; length of product existence and how many flavors each

has. From the map one can acknowledge that Wrigley’s is the company with the most flavors.

While Ice Breakers Cool Blasts have the least flavors, and have been around for the shortest

amount of time. Tic Tac, Trident, and Mentos are all relatively kept in the middle region,

meaning that those companies have 2 to 15 flavors and have been in the market for some time

now but are not the oldest.

IX. Recommended Solutions Overview:

After conducting further research on and for Ice Breakers Cool Blast Chews and seeing in

person how consumers within the 18-24 year old demographic respond to the product, our group

decided that the company needs to focus its entirety on advertising and marketing the chews.

Only 67 people say they would be very likely to use the chews. Our group connects that to

the lack of advertising. Ice Breakers has a breakthrough product in the refreshment category but

nobody knows about it. The company needs to highly consider expanding out from traditional

advertising and move with the generation and enter the age of the internet and social media.

X. New Marketing Plan:

Targeting Strategy:

The brand currently targets 18-24 year olds. Moving forward the brand should stick with

that age range being that 62% 562 survey respondents were between that age. This number can

be trusted for future predictions because the sample size is over 30 which is the statistical go to

sample size for a statistic to serve true.

Value Proposition:

Right now the Cool Blast Chews are being positively received by their target market.

Majority of reviews say that they enjoy the flavor and the dissolving ability. The only issue is the

texture that it has while dissolving.

Ice Breakers could do a better job of escaping gum and mints by making Cool Blast

Chews their own separate accounts on social media. By being under Ice Breakers main accounts

it appears that the chews fall under the mints category because that is what Ice Breakers is most

popular for. Ice Breakers can and should remain on all packaging so consumers know it is a

trusted and well-known brand.

Product Strategy:


Our group feels that the packaging, flavors, and name are all acceptable at this point.

Being that the product is 5 months in, Ice Breakers should not confuse customers who are

starting to learn of the product finally.

Trial:

Sampling will be important for the company to continue to receive direct feedback as

well as grow the attention to the product. As a part of our marketing plan our group decided to

spend $175,000 in sampling. This would involve going to 35 different universities. This gives

the company the ability to hit their target market as well as a large number of them in one

location.

Communication Mix:

Communicating the product is going to be key in increasing the awareness of the product.

We decided to split the budget roughly 75% to traditional advertising and 25% to non-traditional.

Our magazine ads would be reaching roughly 1,802,700 individuals multiple times. The TV ads

will be displayed to approximately 30,049,000 individuals. Out-of-Home ads will be reaching

around 85,000 people multiple times and spread all over. The non-traditional advertising will

make up for roughly 15,620,000 viewers of the company’s advertising.

XI. Commercializing the Chews:

Ice Breakers Cool Blast Chews has entered the market with its own innovative product. Not

only do the Chews have cooling crystals, the Chews have the whole new dissolving ability.

During these times people either listen to word of mouth, social media, or TV ads. With the

product being so new to the market there is a lack of word of mouth, so the previous forms

mentioned need to bring in as many customers as possible.

The customer needs to be informed of the flavors offered, locations the product is available,

and the price. If the consumer is going to consider purchasing anything these are all things they

have in mind before the purchase. Price, placement, and the product. Why not tell them that

information on the advertising.

XII. Traditional Advertising:

The budget for the advertising was set at 10 million dollars. With this money we used a

variety of types of advertisements towards the consumers. We used both traditional and non-

traditional advertisements. For the traditional media we chose television advertisements, out-of-

home, and magazine ads. The television ads were one of the most expensive ads that we bought.

We put our ads on network television due to that being where majority of people will actually be

sitting down and enjoying the show, not just have background television. We chose to run ads on

FOX, NBC, ESPN, and CBS during prime time hours. Prime time television is roughly 7P.M. to

11P.M., when most people are watching television so we will have the largest group of potential

viewers. The ads will be played multiple times during; Family Guy, The Voice, Monday Night


Football, and Big Bang Theory. All of these channels target the younger demographics so it will

reach the 18-24 year olds directly.

We are also using billboards, convenience store ads, and sampling to reach those out-of-

home. There will be 3 different digital billboards, one on each of the three most populated

highways. The ad will be displayed for 8 seconds among a 64 second loop. Therefore when there

is traffic each vehicle in seeing distance may see the ad over 20 times and then go home to watch

their favorite network television show and see it again. The convenience store ads will be located

on the store located centrally in each state’s most populated city. We purchased 50 different ads

that will be displayed for 12 months. This then shows the product right out front of the store

where it can be bought. This eliminates any traveling issues. Sampling will be conducted in 35 of

the largest universities. This will directly hit the 18-24 target as well as show the product to a

mass amount of people in a smaller location.

We will also run magazine advertisements in several different magazines. The ads will run in

People (Best of 2015), People (Regular), and WebMD. All three of these ads have the average

age of the reader within the 18-24 range. We also wanted to get magazines for both men and

women to help reach a larger audience. We felt WebMD would be perfect since somebody may

be reading to see why their breath smells, then they see our ad and realize their bad breath can be

fixed in seconds with the Cool Blast Chews dissolving ability.

XIII. Non-Traditional Advertising

In this day and age, social media has become a major part of people’s everyday

lives. Whether they are checking their newsfeed on Facebook, retweeting someone on Twitter,

or liking a picture on Instagram, consumers are connected some way or another. To tap into this

market, especially when trying to attract the demographic of 18-24 year olds, has many benefits.

According to an article in Variety, surveys have stated that online personalities from

YouTube, Instagram, and Vine, have much more influence over today’s generation than actual

A-list celebrities. There is definitely untouched territory when it comes to this outlet of

promotion, but still can be beneficial. It would give Cool Blast Chews the upper edge if they try

to consume the social media aspect of the internet.

With Facebook, you get a plethora of different people to sell your product. You can reach

your target by using like pages. This can be a spot to offer promotions, showcase pleased

customer reviews, and the product relating to what is happening in the world. Along with that

you can buy advertisements along the side of the page, or strung into people’s timelines. This is

the path my group chose. We purchased $600,000 worth of CPMs which are cost per thousand

viewers. The price of one CPM is roughly $6. Using these numbers you can see that we will be

reaching over 1 million people during this advertising. We are unable to focus the advertising to

our target market but Facebook was created for university students to have a place to interact

which means majority of users are right within our market.

Another platform to look at is Instagram. There are many of teens and young adults who

check their Instagram daily, if not hourly. Many models, photographers, and others with over

millions of followers post on the platform. With this type of advertising, Ice Breakers Chews


would also be entering unknown territory, but still gaining the advantage of untouched space. We

decided to pay an Instagram personality such as, Cara Delevingne who has over 9 million

followers, for three posts with or about the product. These include men and women all relatively

close to our age range of 18-24.

Along with Facebook and Instagram comes the next most well-known, Twitter. On Twitter

you have the ability to have trending hashtags which can be seen nationally. Once people see

something is trending they tend to hop on board and post something about it which then takes

our paid advertising to word of mouth. We set aside $600,000 to have Cool Blast Chew’s

hashtag trend three different times.

Then we decided to consider ads separate than reading and consider radio ads on media such

as Spotify. Spotify being a leader in the online radio streaming market we thought this would be

a perfect time to get people when they were least expecting it. They could be in the middle of

their workout listening to the Rocky theme song then all of sudden, “It’s not a gum, it’s not a

mint, it’s a totally new cool! Ice Breakers Cool Blast Chews!” This now eliminates the customer

from having to click or read our advertisement. If they want to listen to music for free then they

need to also listen to our 30 second advertisement.

Our final non-traditional form of advertising is programmatic. This is when a database stores

the consumer’s history, then while they are looking at other products all of a sudden our product

is being advertised on the side of the websites. For instance if somebody constantly searches bad

breathe related things, they will constantly see the ad.

XIII. Measurement and Evaluation

With the way our group has handled the marketing strategy, measurement and evaluation

of the progress made by Ice Breakers Cool Blast Chews would all be through its internet

resources. That being said, the website traffic and the amount of followers, views, etc. will

determine whether or not the campaign was a success.

The biggest advantage of grabbing this information will be Alexa Rankings. The traffic

that not only comes from the websites itself, but all their social media platforms as

well. According to Alexa Rankings, IceBreakers.com is currently at a ranking over 40,000+

globally and 8,000+ nationally. This being evidence that nobody knows of their products or

checks their websites. If we can decrease those numbers and increase awareness of the

product, we have done our job correctly.

By pushing the campaign through social media sponsorships, the amount of followers Ice

Breakers will gain over the course of the campaign should also grow as well. Whether it be

through Instagram or Twitter, the numbers should increase drastically with the help of fellow

online personalities and trending posts.

Ice Breakers Cool Blast Chews could also take advantage of Google Analytics to look at some of

the numbers. They can track visitors of referrers such as those from search engines, social

networks, and direct visits to the website.

Works Cited


"Advertising on WHJY-FM." Gaebler.com Resources For Entrepreneurs. Web. 3 Nov.

2015.

"Advertising on WBRU-FM." Gaebler.com Resources For Entrepreneurs. Web. 3 Nov.

2015.

All YouTube ads. October 2015. www.youtube.com

Biernacki, Stephen. "Brand Bounce." Educational Marketing Group Inc. 14 Oct. 2013.

Web. 3 Nov. 2015.

"Billboard Advertising." In 300 Cities. Web. 07 Nov. 2015.

"Blog." Top 25 U.S. Consumer Magazines for June 2014. Web. 07 Nov. 2015.

Cadbury PLC. October 2015. http://0-www.privco.com

"Chewing Gum." CBSNews. CBS Interactive, Web. 23 Sept. 2015.

"Convenience Store Advertising and Liquor Store Advertising." Convenience Store

Ads and Liquor Store Ads in 300 Cities.., Web. 07 Nov. 2015.

Cultra, Shane. "Complete List Of 30 Second Ad Cost For All Primetime TV Shows: A

$200,000 Domain Looks Like a Bargain." Domain Shane and Accidental

Domainer. 17 Dec. 2011. Web. 3 Nov. 2015.

"ESPN's 'Monday Night Football' Is Cable's Most-Watched Series for Ninth Straight

Year." TV By The Numbers by Zap2itcom.., 23 Dec. 2014. Web. 07 Nov. 2015. (Mon.

night football viewers)

"Facebook's Ad Offerings Show Wide Variation in Price, Performance - EMarketer."

Facebook's Ad Offerings Show Wide Variation in Price, Performance - EMarketer..,

Web. 07 Nov. 2015.

"5® Gum, Stimulate Your Senses." Wrigley.com. Wm. Wrigley Jr. Company, 2012.

Web. 15 Oct. 2015.

"Gum in the US." Gum in the US. Web. 23 Sept. 2015.

http://www.youtube.com/

http://0-www.privco.com/


"ICE BREAKERS COOL BLASTS Peppermint Chews Nutrition." Hersheys.com. Web.

23 Sept. 2015.

"ICE BREAKERS | COOL BLASTS Products and Nutrition." Hersheys.com. The Hershey

Company, 2015. Web. 15 Oct. 2015.

"Ice Breakers Cool Blasts Spearmint Chews, 0.8 Ounce (Pack of 6)." Amazon.com:

Grocery & Gourmet Food. Web. 23 Sept. 2015.

"Mentos Products." Our Products. The Mentos Company, 12 Feb. 2015. Web. 15 Oct.

2015. "Tic Tac." TicTacÂ®. 2012. Web. 14 Oct. 2015.

"Monday Ratings: 'The Voice' Tops While 'Night Shift' Slips." Variety.., 31 Mar. 2015.

Web. 07 Nov. 2015. (The voice viewers)

"My Library." Millennium Web Catalog. Kantar Media SRDS. Web. 3 Nov. 2015.

"'The Big Bang Theory' Scores Highest Ratings Ever (Again)." 'The Big Bang Theory'

Scores Highest Ratings Ever (Again).., n.d. Web. 07 Nov. 2015. (Big bang theory

viewers)

"The Story of Wrigley." Wrigley.com. Wm. Wrigley Jr. Company, 2012. Web. 15 Oct.

2015.

“Trident Original.” Trident Original. Mondelez International, 1 Aug. 2014. Web. 15

Oct. 2015

Trident, Wrigleys, Tic Tac, Mentos. October 2015. www.instagram.com

Trident, Wrigleys, Tic Tac, Mentos. October 2015. www.twitter.com

Trident, Wrigleys, Tic Tac, Mentos. October 2015. www.facebook.com

Trident, Wrigleys, Tic Tac, Mentos. October 2015. www.pinterest.com

"What It Costs: Ad Prices From TV's Biggest Buys to the Smallest Screens."

Advertising Age News RSS. 6 Apr. 2015. Web. 3 Nov. 2015.

Who owns Tic Tac? October 2015. www.google.com

Who owns Wrigleys? October 2015. www.google.com

http://www.instagram.com/

http://www.twitter.com/

http://www.facebook.com/

http://www.pinterest.com/

http://www.google.com/



Who owns Mentos? October 2015. www.google.com

Appendix A

Appendix B

Social Media - Key Facts -

Facebook – https://www.facebook.com/icebreakers/posts/10153556884047789

- 1.1 Million Likes

- 35-40 Likes YouTube – https://www.youtube.com/playlist?list=PLPVPW_jOYzNvx6jxIGD3NeIrLhEtyzdig

- 1,669 Subscribers

- 2,500 – 3,000 views


https://www.facebook.com/icebreakers/posts/10153556884047789

https://www.youtube.com/playlist?list=PLPVPW_jOYzNvx6jxIGD3NeIrLhEtyzdig


Appendix C


Appendix D

Tic Tac

Mentos

Wrigley's

Trident

Ice Breakers Cool Blasts

IceBreakers Cool Blasts vs Competitors

Man

y Fl

avo

rs

(15

or

mo

re)

New to the Market

Man

y Fl

avo

rs

(15

or

mo

re)

New to the Market

Existing Product

Few

Fla

vors

(2

or

less

)


Appendix E

Appendix F

Appendix G


Appendix H

revised final cool blasts case

Documents