simply orange juice{ campaign book }

Joe Buzzelli

contentscampaignexecutive summary

SWOT analysis

consumer profile

creative brief

print ads & rationale

secondary tactics & rational

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executivesummaryWhen Coca-Cola introduced Simply Orange in 2001 as a counterpart for their Minute Maid line, the hope was to create a strong brand presence as a premiere juice. The company intended for the orange juice to target high-end shoppers. Its marketing strategy has always been distinct from the competition—for example, in 2008 the company made a deal with consumers: try our product and if you don’t like it, we’ll buy you a bag of oranges, “the orange back guarantee.”

Simply Orange Juice is for consumers who are willing to be different. The product is currently positioned as an upscale juice for those who are willing to spend some extra money to drink not-from-concentrate, fresh orange juice, lemonade, grapefruit juice or apple juice. The brand prides itself on being 100% juice and delivering a fresh-made taste. Its distinct bottle currently mirrors its sophisticated approach to juice and majority of its consumers are brand loyalists. Its main competitors are other premiere brands of orange juice, like Tropicana and Florida’s Natural—both of which also advertise their not-from-concentrate recipes. Although the juice industry has rebounded fairly well after the recession, it is still lagging behind other noncarbonated drinks, such as sports drinks and enhanced waters. But while the orange juice category as a whole saw a decline in 2010, Simply Orange saw an 11.4% increase.

The Simply brand is currently positioned well among consumers as a premiere choice for orange, grapefruit and apple juice, as well as lemonade and limeade. The goal of this campaign is to introduce the brand to a new generation of consumers who are recently on their own and will soon have family on the mind. We will leverage the equity of the brand by first introducing them to Simply Orange Juice. We will do this by targeting women ages 24-32 and showing them that Simply juices are the trendy, simple and fresh choice for not-from-concentrate juice.

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WEAKN

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NGTHS• Not-from-concentrate, 100% fresh juice

• One of the few orange juice brands to show an increase in sale in 2010 (11.4%)• Continued expansion of the line by adding new flavors• Smart and effective marketing strategies in the past

• Not much advertising/marketing in recent years• Little interaction with consumers• High price• Outdated website with little information

• Target consumers who currently spend their money on sports drinks and enhanced waters• Target younger professional women and encourage them to become brand loyalists at a young age• Encourage consumers to interact with the brand

• Cheaper brands and other high-end juices• Sports drinks and enhanced waters• Limited product line which takes up a small portion of shelf space

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meetashleyC O N S U M E R P R O F I L E

When Ashley’s alarm clock goes off in the morning, all she wants is ten more minutes. Because she lives in the suburbs of Chicago, she has a bit of a commute to her job downtown at Starcom—a media buying agency. As she quickly showers and gets ready in record time, she runs out the door without time for breakfast. If she’s lucky, she’s able to stop at a drive thru for juice or coffee on the way. The commute is brutal with Chicago traffic so she always has her iPod in her car with a playlist for almost every day of the week. In an attempt to curb her exhaustion and boredom, she reads the billboards she passes on the highway through stop and go traffic. Once she arrives at work she has a few minutes to spare, so she catches up with her co-workers and they chat about their weekends. Majority of her co-workers are around her age and a good number of them actually went to UW-Madison with her, and Ashley will always be a Badger at heart.

When she gets to her desk, she logs into her email and spends about a half hour reading and responding to emails she received over the weekend. Regardless of what she’s working on, she always has Twitter open in a separate tab and when she’s feeling extra risky—or her boss is off for the day—she’ll have Facebook open too. She likes to Tweet about communication news she hears throughout the day and share her two cents. She follows various different communications blogs and publications on Twitter, along with the Chicago Tribune, Chicago Magazine and other local news outlets and that’s mostly where she gets her news throughout the day.

Because she has a presentation this afternoon, Ashley runs out and grabs a salad from a bistro across the street and brings it back to her desk to eat as she goes over her notes. She takes her job seriously, so it’s not uncommon for her hour lunch break to be as short as ten minutes. The rest of the workday flies by and her presentation goes well. What doesn’t fly by, though, is her commute home in rush hour traffic.

Once she arrives home she immediately changes into casual clothes. She makes herself a light dinner, as that’s the only meal she really has time to count calories for. After dinner she goes out and meets friends for drinks at a bar down the street. They chat about their workdays and what they are doing this upcoming weekend. Sure, Ashley loves her job, but she is always looking forward to the weekend because her days are so jam-packed during the week. When she gets home, she watches American Idol, which she recorded on DVR. As she’s getting ready for bed, she’ll flip on the news to see if anything substantial has happened since she last checked her Twitter feed before she left work. Around midnight, she’ll hop into bed and set her alarm for 5:30 a.m. when she’ll wake up and wish she had ten more minutes. 6

creativebriefWhat do we want to accomplish?The goal of this campaign is to convince younger consumers that Simply Juices are worth the extra money because they are a simple and trendy way to get the nutrients from fresh squeezed juice.

Whom are we talking to? (target audience)We are talking to young adult women who are out of college and a few years into their careers, ages 24-32. These women have family on the mind but it’s not the right now. They are concerned mostly with progressing their career, but their health and style both play a big role in their lives.

What do they think now? (current position)These women are too busy to really take the time to consider the various brands of juice. They’re aware Simply juices are out there, but are not aware of why it stands out from the competition. Because they are just starting out in their careers, they aren’t always willing to shell out extra cash for a brand.

What do we want them to think? (reinforce position or reposition)We want Simply Juice to be top of mind when these women think of juice. Simply Juice is the stylish way for them to quickly get their health fix for the day.

Why should they think this? (features and benefits)Simply juices are non-from-concentrate. They are fresh and the majority of the juice comes directly from fruit. Most importantly, it is freshly squeezed juice ready to drink in a stylish bottle leaving the consumer feeling both health-conscious and chic.

What is our message? (the One Thing and how you say it and show it—the tone)Simply Juices are a chic, simple way to a healthier lifestyle.

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printadsSimply Juices are a chic, simple way to a healthier lifestyle. “

In order to show the sleek simplicity of Simply Orange Juice, the print ads will play off of the idea of the

“morning count down.” We all go through it, especially our target audience who stay busy before, during and

after office hours. Each ad will show a timer with a specified limited amount of time left before a relatable

activity, such as meeting the client or getting to the office. These women will be intrigued with potential

solution to stay healthy within her time restraints. But what will really reach our target audience of young

professional women ages 24-32 is the “chic” which will be shown through the women modelling in the ads.

They are the epitome of what our audience aspires to be. Most importantly, though, is the fact that these

ads are simple. While we are repositioning the brand to appeal to our target audience, we are still keeping

the true brand essence of Simply juices. The tag line throughout the campaign is: “you’re busy enough.”

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thirdtacticT E L E V I S I O N S P O T

While these women are busy, almost all of them have at least one guilty pleasure TV show–sometimes quite a few. This spot would play on both prime time network TV shows, such as American Idol and Grey’s Anatomy, as well as on other cable networks that target our audience, such as Bravo and E!. The spot will show a young, professional woman–representing the chic–going through her morning routine with a timer in the corner representing how little time she has to get ready. At the end of the spot she will have just enough time to grab a Simply Orange Juice thus showing the simplicity. Throughout the spot a song that reflects the idea of a ticking clock will play and at the end an announcer will come on and announce a tag line.

Because one of the main strategies behind this campaign is relating to these women about how busy their lives are, it makes the most sense to try and reach them when they are in a hurry so we get the strongest reaction out of them. These ads would be along the same lines of the print ads, but they would be placed on billboards along highways that lead into major cities and on subways and subway stations in the downtown areas of major cities.

secondtacticG E T T H E M O N T H E G O

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First, the spot will show a woman’s alarm clock going off and her begrudgingly turning it off and hopping out of bed.

Then we will show her putting the final touches on her appearance. She will be putting on make up, accessorizing with jewellery and fixing her hair.

Then with only a few seconds left on the clock, she will grab a Simply Orange Juice from out of the refrigerator.

Finally it will show her unscrewing the cap and taking a swig as an announcer comes on and says, “Only 2 seconds off the clock. You’re busy enough.”

Next the spot will show her going over some papers in her kitchen last minute before she’s supposed to leave for work. Time is running out before she has to leave.

It will then jump to her getting ready in the bathroom. First, getting out of the shower and then brushing her teeth, drying off, etc.

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