swald solutions presents: a promotional campaign for the coca cola co. sprite green

Your Worlds Combined.

SWALD Solutions presents:

A Promotional Campaign for The Coca Cola Co.

Sprite Green

MKT 428Shannon MulvihillWes HartigAndrew GerbetzLisa Kaminski

Deborah Crowdus

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SWALD’s Philosophy

• Focus efforts on needs of customer

• Combine each team member’s expertise

• Observe and apply external trends– “Green Movement”– Economic Recession

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Target Market• Going Green Gale and Gabe– 26-35, $20,000-$60,000– “Modern Hipster”– Influenced by values, image, and peers

• Seattle, WA– 22% ages 25-34 years old– 52% non-family households– 70% in labor force– 18% commute to work by public

transportation

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Situation Analysis

• Various Promotional Programs including– “Image is nothing. Thirst is everything”• Light-hearted parody

– SubLYMONal Campaign• Non-traditional

– “Sprite Step-Off”• Focus on the musical arts

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Positioning Strategy

• Key Attributes– Truvia

• Brand Image– Edgy –Natural

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Positioning Statement

Sprite Green will revolutionize the way Americans

understand the soft drink industry by its ability to

incorporate an all-natural sweetener, Truvia, into the

popular soft drink Sprite.  Now with fewer calories than

regular soft drinks, Sprite Green offers its consumers of

the new millennium the opportunity to stay healthy,

environmentally-aware, and still have their thirst

quenched with that unmistakable Sprite taste.  This soft

drink provides the “impossible” compromise to those hip,

discerning young consumers of the target market who

seek products that mirror their own identity. 

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Campaign Theme

“Your Worlds Combined.”

• Offers target market the freedom to have:• Natural, yet low calorie• Trendy, yet individual• Hip, yet professional

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Advertising Objectives

• By the fourth quarter of 201o, SWALD seeks: – To establish awareness of Sprite Green by

55% within the target audience– Stimulate trial of Sprite Green by 45% within

the target audience– Improve consumer preference of Sprite Green

over other soft drink brands by 10% within the target audience

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Print Creative 1

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Print Creative 1.5

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Print Creative 2

Television Commercial

http://www.youtube.com/watch?v=w8pLwPHH0Xs

Television Commercial

Television Commercial

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Out-of-Home 1

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Sprite Green Fan Van

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Print

• Time– Frequency- October-November– CPM- (547,500*1,000)/19,500,000= $28.08

• The Stranger– Frequency- the first issue of every month

twice a month in April, September- November. – CPM- (6,000*1,000)/437,200= $13.72

• D-List– Frequency- March, June, November– CPM- (1380*1,000)/15,000= $92.00

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Television

• Anthony Bourdain No Reservations– Frequency- 2 commercial per new episode – CPM-(8.50x2x25/61,141)x1,000) = $6.95

• Top Chef– Frequency- 2 commercial per new episode – CPM- (8.50x2x19)/61,141)x1,000) = $5.28

• Saturday Night Live– Frequency- 34 times a year– CPM- (1,600x34/7,700,000)x1000 = $7.06

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Internet

• Hulu– Frequency • Heavy- January-February, September-

December• Light- March-August

– CPM- ($135,000 x 1,000)/861,672 = $156.67

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Hulu Creative

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Internet

• The Onion– Frequency- January, March, May, July,

September, November– CPM- ($30,000 x 1,000)/ 930,095 =

$32.25

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The Onion Creative

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Internet

• SLOG– Frequency- All year– CPM- ($2,600 x 1,000)/175,341 =

$14.83

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Slog Creative

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Out-of-Home

• Billboard– Frequency- 8 billboards for 2 months – CPM- ($57,600 x 1,000) /2,865,984 =

$20.10• Wallscape– Frequency- June-August – CPM- ($51,120 x 1,000)/ 61,141 =

$0.85

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Out-of-Home 2

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Out-of-Home• Commuter Rail Display – Frequency- April-July – CPM- ($100,000 x 1,000)/ 61,141 =

$1,635.56• Bus– Frequency- June-September – CPM- ($44,500 x 1,000)/ 61,141 = $727.82

• Bus Shelters– Frequency- August-November– CPM- ($11,000 x 1,000)/ 61,141 = $179.91

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Out-of-Home 3

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Events

• VW Vans– Frequency- 9 weeks – CPM- ($60,230 x 1,000)/45,000= $1,338.44

• Alive Expo 2010– Frequency- 2 day event – CPM- ($5,268x1,000)/3,000= $1756.00

• Bumbershoot– Frequency- 3 day event – CPM- ($278,652*1,000)/109,500 = $2,544.77

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Media Scheduling

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Budget Summary

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Budget - Media Mix Breakdown

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Questions?