Clever Caps

Kathryn Leavy

CAP 210-03

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Table of ContentsExecutive Summary……………………………………………………………………… 3

Overview……………………………………………………………………………………………… 3

Situation Analysis…………………………………………………………………… 4

Historical Content……………………………………………………… 4

Market Analysis…………………………………………………………………4

Competition……………………………………………………………………………5

Communication Objective…………………………………………………………6

Product Name & URL………………………………………………………………………6

Budget………………………………………………………………………………………………………6

Target Audience………………………………………………………………………………7

Demographics……………………………………………………………………………………………… 7

Psychographics………………………………………………………………………………………… 7

First Person Statement…………………………………………………………………… 7

Key Insights…………………………………………………………………………………………………………… 8

Ad Strategy……………………………………………………………………………………………………………… 8

Creative Brief………………………………………………………………………………………… 8

Media Plan…………………………………………………………………………………………………… 11

Gantt Chart………………………………………………………………………………………………… 14

Value Proposition……………………………………………………………………………………………… 15

Functional…………………………………………………………………………………………………… 15

Emotional……………………………………………………………………………………………………… 15

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IMC Promotional Plan……………………………………………………………………………………… 16

Conclusion………………………………………………………………………………………………………………… 20

Executive Summary

This advertising plan for Clever Caps focuses on a business-to-business type

of communication. The following describes the specific target audience

being children beverage companies, including key insights such as being

unique to other beverage companies. Through this plan, Clever Caps will

be seen as fun, creative, and educational to the beverage companies and

their potential customers. Further advertising tactics are explained in order

for Clever Caps to reach total success.

Overview

Clever Caps are eco-friendly bottle caps that share a purpose of mounting

blocks once it is done being used as a bottle cap. The mounting caps work

with other Clever Caps and also Lego blocks. The caps leave the factory

with two lives and are eco-friendly by reusing of the product, rather than

recycling. Clever caps was designed and developed by Claudia Patrick

Vollers and Henry Suzuki of the Brazilian company, Clever Pack in 2010.

Clever Pack created this product to have a creative and efficient beverage

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closure system. They believe that Clever Caps is a way of adding value to

something, and doing it in a sustainable way.

Situation Analysis

Historical Context:

In past product use, Clever Caps has had more popularity than anything.

Clever Caps have been utilized in Augua Petropolis PET water bottles in

Brazil. They also have further licensing deals being created in the near

future. Clever Caps has also been recognized for its design, winning a series

of awards for the creators’ ideas. From this, Clever Caps can be bought as a

souvenir at the famous Design Museum in London. Through notability and

media buzz, Clever Caps was able to start the product life in Brazil, and

begin the process of making the product universal.

Market Analysis

The Clever Caps falls under the categories of beverage seals and children

toys. What drive these categories are beverage companies in need of new

packaging and creative and young beverage consumers. Beverage

companies that are eco-friendly and use creativity with their packaging

would have a lot to gain from Clever Caps.

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Creative and young beverage consumers are also a leading factor of the

categories. Parents are looking for a tasty and healthy beverage for their

children to consume, while the children are searching for something fun

and creative in anything, including what they drink. The Clever Cap was

created to appeal to any age that is looking for making anything fun and

creative with their product.

Established Product Needs:

- Beverage companies that want to be different from the rest

- Creative packaging

- Appealing to the creative consumer

Competition

Since Clever Caps is such a new and unique product, there aren’t a large

number of competitors for this product.

Direct:

- Building Cap: similar to Clever Cap, but is only compatible with other

Building Caps.

- Good 2 Grow character caps: these beverage caps are not reused as

mounting blocks, but rather they are character heads of famous

children cartoon character

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Indirect: other creative and unique beverage packaging

Communication Objective

Clever Caps are a cheap and entertaining way of becoming eco-friendly.

The product leaves the factory with two lives and the consumer can gain

more and more by purchasing the product overtime. The cap is different

than any other beverage seal out there. It is a way of making something so

boring as drinking water, juice, or soda into something creative, fun, and

educational. Since Clever Caps is already popular and known in Brazil, the

goal is to increase 50% awareness of the product in the United States by

January 1, 2015, and a 30% increase in usage.

Product name: Clever Caps

URL:

http://www.cleverpack.com.br/clever-caps/en/quem-somos.html

FACEBOOK:

https://www.facebook.com/pages/CleverCaps/445927498856108

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Budget: N/A

Target Audience

Demographics: N/A (Business to Business)

Psychographics: Beverage companies that are geared towards healthy

children juices. The business thrives off of creativity and unique

characteristics with their product. Enjoys having their product and

packaging being eco-friendly. Looking for a certain packaging concept to

set their children beverage aside from the rest of the competition.

First Person

“Hello, I am Seth Goldman, President and teaEO of Honest Tea. My

beverage company is known for its healthy adult teas and juices that are

bottled and sold in grocery stores. Our newest product is Honest Kids

organic juice drink. Although the drink is already popular with parents, the

children have yet to take to the juice. The beverage bottles are all

recyclable, so I support eco-friendly products. I am looking for something

that will set my product apart from the rest of children drinks and make

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mine more popular with kids. Our drinks are all healthy and inexpensive.

To hide the fact that the Honest Kids drinks are healthy, I need something

to make kids want to drink it over all of the other unhealthy juices. Mainly,

I need something to make the product fun and more appealing to children.”

Key Insights

This children beverage company needs something to set their business

aside from their competitors. They are looking to use creativity in the drink

packaging to have their product appeal more to children. Also, going with

the theme of making their product unique, they enjoy eco-friendly

concepts to give more credit to the company.

Ad Strategy

Creative Brief

Background:

Clever Caps is an eco-friendly bottle cap that provides the target audience

with a new and creative way to package their beverage products. The

Clever Caps can be seen as fun, creative, and educational for all types of

people that would be attracted to the beverage business product. Different

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than any other beverage business bottle caps, Clever Caps can set a whole

new standard for packaging in this industry.

Audience:

The target audience is beverage businesses whose drinks are primarily

geared towards children and their nutrition. The product is sold out of

grocery stores or super stores. They are focused on appealing their

beverage to children, so they can be set aside from the rest of the

competitors. They enjoy creative packaging and are also an eco-friendly

business. The business strives to be unique from the rest of the children’s

beverages out on the market.

Objectives:

For Clever Caps, the first objective is to create awareness to all juice and

pop companies that have a focus on young children as a consumer. The

second objective is to focus on achieving popularity of Clever Caps through

not only the beverage companies, but also parents with children.

Core Message

“This beverage experience can be fun, creative, and educational!” The

mission is to appeal Clever Caps to children beverage companies who

would be the first to make a beverage a toy. Not only is the beverage

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healthy, but also with including Clever Caps as packaging, it builds the

cognitive and fundamental skills of children’s developing minds. Clever

Caps will give the beverage business a whole new target audience when it

is being utilized in the business.

Brand Perception

Clever Caps brand perception will be efficient, but fun and creative. The

product, to which the beverage company uses, will be seen as something

that has never been developed and sold in stores before.

Strategy:

The campaign will demonstrate the efficiency and uniqueness Clever Caps

compared to anything else on the market. It will portray the fun and

educational ways that will benefit the target audience’s customers, along

with their own business. The target audience will get the sense that they

will be the top dog in the beverage industry when they accept Clever Caps

into their business.

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Media Plan

Media Mix

Social Media: Facebook, Twitter, Instagram, and Pinterest will be

utilized to spread the awareness of Clever Caps to beverage businesses and

the public. By making the public aware of the creative ways will show the

beverage businesses the possibilities of increasing their popularity through

adding Clever Caps to the packaging system. It will also allow the

consumers of the beverage to interact with Clever Caps on a larger basis

than just purchasing the product.

Direct Mailing: For this type of business-to-business plan, direct

mailing will be the main source of success for Clever Caps when promoting

towards the beverage businesses. Clever Caps will be able to efficiently

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reach and be personable towards the target audience businesses without

spending much money.

Print Media: Through business magazines and newspapers, Clever

Caps will be able to gain a larger audience through the readers of the print

media. Usually, up and coming products are seen in this type of medium

and can successfully create a want for Clever Caps in beverage companies

that are also being featured.

Event Sponsorship: Clever Caps will be able to sponsor events

specific to newly developed packaging designs or useful inventions. By

sponsoring these types of events, Clever Caps will be the first product seen

and heard by the attending business representatives, and it will give more

credit to the product.

Product Placement: For beverage businesses to see Clever Caps in

action, product placement in television shows is an efficient way to show

the potential of the product to the target audience. Clever Caps will then

be able to be portrayed as fun, creative, and educational with characters

that are drinking the product or using the caps as mounting blocks.

Seasonality

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Clever Caps is on a continuous schedule. Since beverage companies are

always growing, expanding, and developing, it is important to stay current

with the advertising and promotion of Clever Caps. Social media and direct

mail advertising will be done year-round, while event sponsorship, print

media, and product placement will be pulsing throughout the year.

-Social Media: Constant

-Direct Mailing: Constant

-Print Media: Every other month to give time for new business

developments

-Event Sponsorship: Every three months; May vary due to what

events are available during certain months

-Product Placement: March-May and September-November based on

the new seasons and popular airdates of television shows.

Geographic Focus

For Clever Caps, the geographic focus is the United States. The focus is so

broad due to various children beverage companies being so widely spread

throughout the country. It is impossible to more define the geographic

focus for this certain product.

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Gantt Chart

2014-2015

Jan Feb March April May June July Aug Sept Oct Nov Dec

Social

Media

Direct

Mailing

Print Media

Event

Sponsorship

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Product

Placement

Value Proposition

Functional

Clever Caps provide the target audience an efficient sealant cap for

beverages. The beverage business is able to become eco-friendly with the

use of Clever Caps. The mounting caps become even more functional since

they are compatible with each cap and Legos.

Emotional

Clever Caps would make the beverage business unique compared to the

rest of the competition. It brings fun, creativity, and education to

consuming the specific beverage.

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IMC Promotional Plan

Social Media

Facebook, Twitter, Instagram, and Pinterest offer so much interaction

between Clever Caps and the target audience. Daily and strategic postings

on each of these websites offer efficient and low cost advertising that the

target audience will be able to reach in the matter of seconds.

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Print Media

Clever Caps will be featured in magazines such as: Packaging World,

Packaging Digest, and Food and Beverage Packing. It will be advertised

every other month in order to save some money and be able to use a

variety of advertising tactics for success. Each of these magazines will reach

beverage and other companies that would be interested in using Clever

Caps.

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Event Sponsorship

Clever Caps will sponsor events similar to the American Packaging Summit.

It takes place March 24 and 25, 2015 in Chicago, IL. Clever Caps will gain

attention from the numerous business representatives that are looking for

the new and upcoming packaging techniques. Signs and posters will be

placed strategically throughout the venue. Also, there will be a Clever Caps

display in which interested companies may come and interact with the

product.

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Direct Mailing

Using direct mail will reach the target audience in the most efficient way.

Clever Caps will be able to personalize the message to each business in

which could potentially be interested in using Clever Caps with their

product. Also, Clever Caps can communicate their message in a quick and

easy way to the target audience in order to receive multiple offers on their

product.

Product Placement

Clever Caps will strategically be placed in popular television shows such as

Modern Family and other family oriented shows. In the TV shows, Clever

Caps will be portrayed with some type of beverage and it can show the

target audience how this product could potentially help their business. This

tactic may even catch the eye of the business people when they are outside

of their work environment. Product placement will occur from September

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to November and March to May because those months are when new TV

seasons usually begin

Google AdWords

Using Google AdWords is a good opportunity for businesses to gain more

notice through using Google as a search engine. The Clever Cap phrases

will be: “Mounting bottle caps,” “Creative bottle caps,” and “Building blocks

and bottle caps.” These phrases were chosen because it is what the target

audience would most likely search if they didn’t remember Clever Caps as

the product name. If and when these phrases were searched in Google, all

websites referring to Clever Caps would automatically appear, making it

much easier for the target audience to find online.

Conclusion

This ad campaign is set up to promote and gain awareness of Clever Caps

and how it makes any beverage company unique to others. What this plan

portrays is Clever Caps being fun, creative, and educational, which no

beverage cap has yet to accomplish. Overall, this ad plan will be efficient to

attracting the target audience to potential popularity and various

opportunities in which Clever Caps could bring to their company.

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