gt's kombucha tea

8/17/2019 GT's Kombucha Tea

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Enlightened Synergy Kombucha Tea

Julia Bjornland Scout Will Taryn Cordani Kelsey Herniman Amanda Ling


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Executive Summary

GT’s Enlightened Synergy is a specialty kombucha tea beveragethat prides itself in being organic, raw, and all natural, givingconsumers an energized lift to their day while keeping theirmind and bodies ultimately balanced and regulated.

Our goal is to position GT’s Enlightened Synergy as thebeverage of choice to consumers when they are not drinking

water to help them stay at their best so they can livehappier, healthier, and stronger. In our campaign, we will beusing print, online video, online display, and billboardadvertisements to reach our target market.

Table of Contents1 Executive Summary2 Agency Identity

3 History4-5 Environmental Analysis6 Competitor Analysis

7 SWOT Analysis8 Objectives & Budget9 Research & Objectives

10 Brand Value Proposition11 Target Market

12 Target Market Profiles

13 Campaign Strategy14 The Big Idea

15 Creative Strategy16 Print Ads

17 Online & Billboard Ads18 Online Video & Creative Testing19 Media Objectives & Strategies

20 Media Mix: Magazines

21 Media Mix: Online Video22 Media Mix: Billboard

23 Media Flowchart24-25 Brand Activation

26 Evaluation

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Agency Identity

Eminence Agency is a team of five creative and talented women who embody the name and spirit of thecompany. We work to express our clients’ stories through collaboration, detailed planning, and innovative ideas.We believe in the strength of integrated marketing campaigns and the importance of reaching all markets ofcommunication while spreading awareness of the brand. Eminence Agency believes each client is as prestigiousas their products and showcase this through the services we provide. We strive to do this through:

Research Goal SettingCreative

BrainstormingApplication Evaluation

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History3

1995

1996

1999

2004

2010

2011

2014

The owner’s mother, Laraine, was diagnosed with cancer and was drinking kombucha - which she believes is part of the reason she is still here. Knowing that this helpedhis mom, the owner, GT, began making kombucha tea in his parent’s kitchen. He was only a teenager when he started the business.

The business began getting too big for the small house. GT was selling 30 to 50 cases a day. He rented a 2,000 square foot industrial space in Gardena, CAand started hiring workers. Soon, Whole Foods was calling.

Whole Foods gave GT Kombucha the power it needed to become a brand across the states. The tea was now found all along the Southwest. He quickly rentedanother 2,000 square foot building in Gardena, CA.

The tea was in high demand all along different regions. GT was still using the traditional brewing process with took up a lot of time and attention. GT refused tohire a contract manufacturer, or change his product. He stuck to his traditional way of brewing and worked even harder to get his brand going.

GT’s Tea began being seen everywhere - with many celebrities being shown carrying it. Honest Tea, partly owned by Coca-Cola, began to be a competitor. GT started hearing from retailers thatsome bottles were leaking and bubbling while still on the shelves. The p roduct was tested and was found to be fermenting on the shelves with an alcoholic content as high as 2.5%. Retailerspulled it off the shelves for fear of selling alcohol illegally. Lawsuits were filed against Honest Tea, and GT’s.

GT’s changed the potential for a lcohol by controlling the chemistry of fermentation. This then led GT’s to have new Enlightened Synergy, which wasnon-alcoholic. It had 5% juice content which was sweeter for many customers. The new category when put on shelves grew more than 40%.

GT’s products are now seen in the mainstream, which is great for business. Conventional grocers are now the largest retail channel for kombucha. Theyhave risen by more than 60%. .


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Environmental AnalysisCompetitive Forces:

As of right now, GT’s Company rules the Kombucha market and is the largest supplier in the industry. Otherhealth drinks such as Kevita, Viva Coco, Bai 5, and Honest Tea have the same target market as GT’s and are ofthe brand’s biggest competitors. These other health drinks tend to have lower prices and utilize aggressiveadvertising techniques. GT’s Enlightened Synergy sets itself apart from its competitors by offering customers avariety of flavors, and a unique, delicious, taste due to its’ 5% juice content. The beverage also has immensehealth benefits that attract a growing health conscious crowd such as proprietary probiotics and powerful

antioxidants.

Sociocultural Forces:In today’s society, there is an increased awareness of what people are consuming and how it affects their overall wellbeing.The trend of being healthy is growing quickly. As a result, people are searching for both creative and delicious ways tonourish their bodies. GT’s Enlightened Synergy is a drink that can offer both rewarding effects and great taste, while also

helping one achieve or maintain an active, healthy lifestyle. GT’s is committed to having a local, personal impact on theirconsumers’ lives and stories. Therefore, the company understands the importance of Corporate Social Responsibility. GT’srecently paired with the non-profit organization, The Art of Elysium, founded in 1997 that works to make art a catalystfor social change. Additionally, a limited edition flavor “Sharing Gratitude” was created as a thank you to its loyal fansafter 20 great years.

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Environmental AnalysisLegal & Regulatory:There has been an ongoing debate as to whether Kombucha is actually beneficial to one’s health or even safe forpeople to consume. Consumers may have been doubtful in choosing Kombucha drinks because of the process in which theKombucha is fermented with bacteria, yeast and tea to create the final product. GT’s Kombucha first faced controversy in itsoriginal, “Classic” formula in which the fermentation of the tea was deemed to have caused too high of an alcohol levelfor a non-alcoholic drink and was pulled from the shelves. GT’s responded by creating the new Enlightened Synergy drinkas well as bringing back the Classic Kombucha for consumers over 21.

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Competitor Analysis

Strengths: • Cheaper than GT’s Enlightened

Synergy

• Celebrity endorsement • Extremely hydrating and high in

potassium • High brand recognition • $400 million and growing coconut

water market • Strong social media following

Weaknesses: • Less flavor variety • Acquired taste • Flavored versions contain added

sweeteners • Higher calories per serving than GT’s

Strengths: • Juice nature of drink more

approachable than Kombucha

• More widely distributed than GT’sEnlightened Synergy

• High caffeine content • Less calories per serving • Cheaper than GT’s Enlightened Synergy • Strong social media following

Weaknesses:

• Artificial sweeteners such as “stevia” • Plastic water bottle (less environmentally

friendly)

Strengths: • Widely available • High brand recognition

• Variety of different flavors • Strong Corporate Social Responsibil ity • Awarded “Best Engagement Campaign”

at the 2015 Golden Bevies • Cheaper than GT’s Enlightened Synergy

Weaknesses: • No probiotics or antioxidants

• High in calories • No longer produces Kombucha because

of regulating challenges • Owned by Coca-Cola, diluted brand

identity

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SWOT Analysis

Strengths: • Health benefits such as: Probiotics, Metabolism boosting & Immune system health • GT’s dominates 95% of Kombucha market • Synergy brand extension tastes better than regular Kombucha due to 5% juice

content • USDA Organic, Gluten Free, Vegan• Strong Corporate Social Responsibility

• Celebrities seen and photographed with GT’s Synergy (Madonna, Gwyneth Paltrow,Reese Witherspoon, etc.)

• Strong social media presence

• Product is becoming increasingly available in mainstream retailers such as Walmart

Threats:

• Legal issues regarding alcohol content • FDA regulations constantly changing • Other companies joining market with aggressive advertising and faster production

rates • Kombucha could become fad and then die out • Competitors using local ingredients

Opportunities:

• Growing health conscious crowd • Opportunity to create different flavors with juice content • Probiotic and detoxing diet trends • Kombucha category is growing about 30% a year

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Weaknesses: • Against company values to produce unnaturally at faster rate & lower cost • Traditional way of brewing slows down production • Breweries currently only on West Coast • Little to no advertising or marketing • More expensive than most “health” drinks • Massive recall in 2010 for over 2.5% alcohol content


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Objectives & BudgetMarketing and Advertising Objectives:This campaign is aimed at informing consumers of Kombucha and its health benefits. We will improve awareness of GT’s unique product, Synergy Kombucha,as a lifestyle brand. Our focus is on the regal health benefits and feelings Synergy brings to the lives of its consumers. The increased awareness of Kombuchaas a drink will allow us to achieve our marketing goal of increasing overall sales by 12%. GT’s Synergy Kombucha targets women between 18 and 34 years oldwho have active lifestyles and are health conscious individuals. By the end of the campaign our goal is to have 80% of our target market be aware of GT’sSynergy Kombucha and 55% of the target market will understand the benefits. The effective reach for this campaign is 80 with an effective frequency of 4. Toachieve these objectives, at least 80% of our target market needs to see our advertisements at a frequency of 4 times. This is our effective reach and frequency

so that our advertisements are seen enough but not so much that the consumer becomes annoyed.

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Time Frame:The campaign will run for one year starting December 2016 andending November 2017. With a budget of 11 million dollars we will beable to effectively advertise throughout the year. Synergy is a raw andorganic product associated with a healthy life. Most consumers createa New Year’s Resolution which tends to include a goal towards better-ing one’s health. By jump-starting our campaign we can keep Synergyin consumer’s minds when thinking about a healthy lifestyle. We are

advertising Synergy as a lifestyle product so we will run advertisementscontinuously throughout the year. We will increase the number of adsduring the summer months as this is when consumers are the mostphysically active as well as looking for healthy products. This will increasecomprehension and conviction within our target market.


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Research & ObjectivesObjectives:• Determine the health benefits that our target audience seek from specialty beverages

• Determine our target audience’s overall awareness of kombucha• Find out the reasons why our target audience drinks kombucha• Uncover the reasons that are keeping our target audience from drinking GT’s Enlightened Synergy

Primary Research:Eminence Agency conducted primary research by creating and distributing asurvey to students at Ithaca College and friends and family from each teammember’s respective hometowns. We also conducted a small focus groupconsisting of seven individuals within our target market. The purpose of thisresearch is to find out what consumers look for in a health drink, their knowl-edge of Kombucha, and their media habits. The focus group confirmed ourbelief that initially people are intimidated by the product but found the tasteto be surprisingly delicious. We also received feedback on the packaging of theproduct and how to improve it. After receiving 142 survey responses we filteredthem to represent our target market. We had 101 females’ ages 18-24 take thesurvey. Only 8% of respondents had heard of or were aware of GT’s Synergy

Kombucha and even less knew what Kombucha even was. This reinforced ourthoughts of focusing on making consumers knowledgeable about kombuchaand GT. Consumers also stated that taste (88%) and price (80%) were factorswhen choosing a health drink. In terms of media, Facebook was the most pop-ular social media site and 93% of participants use Netflix on a regular basiswhich we factored into our decision to not create television commercials andcreate online commercials instead.

Exploratory/Secondary Research:To understand Enlightened Synergy’s target market, Eminence Agency researchedwhy and how often our target audience consumes our product. Our team visitednumerous online health and fitness blogs from women alike in our market to findout what they had to say about Enlightened Synergy. These women are healthconscious, fit, and aspire to live a happy and healthy life. By doing so, they incor-porate drinking kombucha into their daily or weekly lives. These women seek thebest organic, natural, and eco-friendly choices.

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Brand Value PropositionFunctional Benefits:

GT’s Enlightened Synergy is a line of GT’s Kombucha tea that offers a wide array of health benefits such as detoxification,as it is rich in enzymes and bacterial acids to detox the body, aided digestion and gut health, and boosted immunesystem. Enlightened Synergy offers great taste while also being low-carb and low calorie. It is raw, vegan and kosher andcontributes to healthier skin, hair, and rejuvenated energy. GT’s Enlightened Synergy is offered in 12 varieties, such as MysticMango, Cosmic Cranberry, Gingerberry, and Cherry Chia, so that members of our target audience can find a flavor mostsuitable to them!

Emotional Benefits:Since GT’s Kombucha is made naturally and organically, women who choose to drink Enlightened Synergy feel invincibleknowing they are strengthening their bodies and their minds. Consumers of GT’s Enlightened Synergy can feel happierand more relaxed while drinking our Kombucha tea, knowing and feeling the health benefits of our products. With thesebenefits of Enlightened Synergy’s kombucha tea, consumers can feel ultimately balanced as the kombucha regulates thebody and mind to a neutral state.

Self-Expressive Benefits:Women who drink GT’s Enlightened Synergy can be identified as health conscious women who embrace the natural thingsin life. These women represent the active and environmentally friendly lifestyle. Enlightened Synergy drinkers are alsotrendsetters and support homemade companies, like GT. Most importantly, GT’s Enlightened Synergy drinkers areidentified as happy, spiritual, and peaceful

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Target Market

Demographic:

18-34 women

Behavioristic:

Those in our target marketand are moderate users ofhealth drinks. Considering

GT’s Enlightened Synergy is aspecialty drink with a steeperprice, most consumers onlybuy one or two per week.

These women look forbeverages that are healthyand delicious, when plainold water gets boring.

Geographic:

Our campaign is national,however we will emphasizeour advertising efforts in

areas where people embodyactive, outdoorsy lifestyles.

Psychographic:

Our target market caresabout eating organic andworks towards achievinghealthy and sustainable

lifestyles. They shy away fromoverly processed foods andenjoy leisurely forms of

exercise and activities thatbenefit their entire wellbeingsuch as hiking, rock climbing, yoga, painting, writing, etc.

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Target Market Profiles

Meet Erin 29-34

She is a 32 year old from Santa Monica, California.She graduated from the University of California LosAngeles with a degree in Psychology and is nowa Child Counselor at Aviva’s Family and Ch ildren’sServices. In her spare time she loves rock climbing

with her fiancé, playing with her niece, and sharing

healthy dessert recipes with her Facebook Friends.Erin prides herself on staying active and caresabout what she puts into her body. She has celiacdisease, but that does not keep her from drinkingGT’s Enlightened Synergy considering it is Gluten

Free. When she has a bottle of her favorite bever-age she feels like she is doing something good for

herself without sacrificing taste.

Meet Hannah 18-23

She is a 20 year old Ithaca College studentmajoring in Environmental Studies with a minorin nutrition promotion. Hannah is a determinedenvironmental activist and loves cooking meals forher housemates. Her hobbies include doing yoga,hiking, and updating her “Wellness” Pinterest board.

Hannah drinks GT’s Enlightened Synergy because ofits natural health benefits and she loves being ableto reuse the glass bottles. She brings her favoriteflavor, Cherry Chia, with her to yoga every week.

Meet Sarah 24-28

She is a 25 year old graphic designer living in Lor-raine, Ohio. Sarah is an artistic, spiritual, individualwhose favorite things to post on Instagram are

pictures of her dogs. She loves eating healthy andstaying fit, however her weakness has always beenOrange Soda. Sarah heard about GT’s Enlight-

ened Synergy from her spin class instructor andhas been a loyal consumer ever since. Even thoughthe drink is more expensive, she loves that it is

naturally carbonated and is a great alternative forsugary sodas. After she finishes a bottle of Trilogyshe feels rejuvenated, energized, and happy withher choice to nourish her body with something

nutritious and healthy.

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Campaign Strategy

Challenge

Brand Promise

Key Insight

Despite kombucha’s incredible health and wellness benefits, many people are uninformed and unaware aboutkombucha. GT’s Enlightened Synergy also faces the preconceived idea that the taste is unpleasant. Eminence Agency’schallenge is to inform and create more awareness to our target audience about kombucha and its health benefitsto encourage our market to incorporate Synergy into their routine and healthy lifestyle. We also want to communi-

cate that kombucha’s benefits are not a sacrifice for taste with GT’s Enlightened Synergy.

Through our research, we discovered that our target audience cares about achieving life-long wellness while stay-ing active. Eminence Agency wants our audience to know and fully embrace the immense health benefits of GT’s

Enlightened Synergy kombucha for the mind, body, and spirit.

Kombucha originates from 221 BC China where it was once known as “The Tea of Immortality.” Our mission withGT’s Enlightened Synergy is to help people stay active and do what makes them happy, while reaping in the

health and wellness benefits. When consumers buy GT’s Enlightened Synergy, they become a part of a communitythat values an active, holistic lifestyle that embodies the synergy of the mind, body, and spirit.

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The Big Idea

HarmonizeYour

Health

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Creative Strategy

Creative Strategy

Art Direction

Copywriting

-How the brand will deliver the brand promise-

Our research has allowed us to identify the needs and beliefs of our target audience. These women ages 18 to 34care about what they are putting into their bodies and have a lifelong passion for health and happiness. Our“Harmonize Your Health” position GT’s Enlightened Synergy as the superior choice of beverage for the ultimatemind, body, and spirit revitalization. It will empower women to achieve happiness and health in any activity -

while drinking GT’s Enlightened Synergy.

-Elements and link to strategy, show product/package-For our print ads, we chose to put the primary focus on the product, GT’s Enlightened Synergy, with the target market (women 18-34)

doing activities that emulate what the brand represents; harmonizing your health in the mind, body & spirit. For the mind, the adfeatures the drink in the foreground with a woman shown in a studio pursing her passion of drawing, with the quote “illustrate yourhappiness,” to earnestly persuade consumers to also pursue their passion. For the spirit, the ad shows a woman doing yoga in the back-ground, which informs potential consumers that GT’s will allowed for them to “reach for their happiness”. For the body, the ad features awoman hiking along a trail and reminds consumers that “happiness has no boundaries,” so they also shouldn’t sacrifice their happinesswhen choosing a drink to better their health. Each ad includes the GT’s logo as well as the gluten-free, non-GMO & vegan logos. The

big idea, “harmonizing your health,” will also be front-and-center.

-Copy elements-

All of our ads will display the slogan, “Harmonize Your Health” as the consistent message. The additional copy for theseads will communicate the health benefits of GT’s Enlightened Synergy with creative alterations based on the activitiesseen in the visuals. The copy will focus on the holistic benefits of GT’s Enlightened Synergy, supporting our big idea,“Harmonize your Health”. The copy will be visually appealing and be tailored to the images in the advertisements.

The Vegan, Gluten Free, & Organic logos will also be seen on the print advertisements as well as the GT’s EnlightenedSynergy logo. Additionally, a call to action will be placed on most advertisements to encourage consumers to visit the

GT’s website, synergydrinks.com.

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Print Ads 16


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Online Display & Billboard Ads 17

BillboardOur idea for the billboard was to have theactual bottle be 3D. The cap and droplets would bemobilized so as the cap opens the drops would fall outand then return to their original position, closing thecap. This process would be repeated.

Online Display


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Online Video & Creative Testing 18

1 Scene opens with a yoga class. Everyone is mediatating. The sound of the gong

going off is in the background.2 The gong signifies everyone saying “Ohm”. Camera pans from left to right.3 Camera stops on a woman holding up a bottle of GT’s Enlightened Synergy.4 Zooms in to just her taking a sip of the drink and then instead of saying“Ohm” she says “Yum!”.5 Everyone in the class turns to her with curiousity.6 Everyone in the class grabs their bottles of GT’s Enlightened Synergy anddrinks, feeling themselves become balanced.

7 Voice over comes on stating: There’s a reason why “yum” sounds better than“ohm.” Bring some balance into your life and harmonize your health with GT’sEnlightened Synergy.”8 GT’s Enlightened Synergy Logo.

Creative TestingIn our research while testing our advertisements we found that the cohesive balance and integrity of our ads were

understood by the audience. The theme of health and happiness was seen as representing the drink by a multitude of thepeople involved in the creative testing.

“I like the juxtaposition of the product with the scene.” “I think it attracts a wide variety of creative people.”

“I like that the ads are relativity simple and that the women are just carrying the drink along with them during their everyday lives” “The fonts are nice.”


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Media Objectives & Strategies

Target MarketOur primary target audience is women ages 18-34 who are brand loyal to health drinks a s well as a moderate user of these drinks. Women at this age are focused on their health as well aswhat they’re putting into their bodies. Since this is a specialty drink and a lifestyle brand, consumers are likely to purchase it around once a week during times of stress or when regular healthdrinks become repetitive. These consumers are interested in organic and sustainable lifestyles whil e enjoying mindful activities including yoga, hiking, and meditation. They choose alternativeforms of medicine such as herbs and natural healing while staying away from processed and frozen food. We plan to reach these women with our campaign through a media mix includingonline video, magazine print advertising, billboards, and online banners.

Geographic PlacementWe plan on the majority of our advertisements being placed nationally, such as our magazine advertisements, online video and banners. However, our billboard advertisements will be placedregionally throughout the United States. Advertisements will be placed in areas with a younger population and a bustle of outdoor activities. These areas are San Francisco CA, Minneapolis MN,Austin TX, and Boston MA.

Message WeightThis campaign is targeted towards the entire United States. States in the Midwest and Southern area will receive a heavier exposure to GT’s Synergy advertisements as it is more beneficial tothem year round.

Reach and Frequency

Eminence Agency plans to achieve an effectivereach of 80 and an effective frequency of 4

throughout the length of the campaign.

ContinuityOur campaign will be a pulsing continuitycampaign. This is ideal so that our message ef-fectively reaches our target audience continuouslythroughout the campaign year while increasingads during the summer months. Our advertise-ments of Synergy drinks will increase from Juneto August when consumers become more activeand health conscious.

Length/Size of Ads Magazine

(3) Full-color sized 8.5” x 11” ; OnlineVideo (1): 30 second commercial; Online:Banner (1) 468 x 60 pixels; Out-of-home Billboards (1) 30” x 20.*Highlighted portions are the sizes Ithought you could fill in once you finishthe ads and know the exact dimensions.Any questions or problems let me know!

Objectives

Strategies

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Media Mix: Magazines

Circulation 2,575,900Shape is an American magazine that covers

fitness, healthy eating, weight loss, lifestyle, and

celebrities. This magazine promotes healthyand realistic living that our target market

wants. In Simmons research, women ages 18-34are 66% more likely than the average person

to read Shape in the past six months. Thismagazine has a loyal following and targetthose serious about their health. This will

help us reach our campaign goals as Synergy

is a serious health drink that consumers willappreciate. Shape conveys to women the needfor positive body images and healthy waysof losing weight. Synergy is about creating

harmony with your body and the first step tothat is loving yourself.

Circulation 1,495,537Self magazine is an American magazine forwomen that specializes in health, wellness,

beauty, career, and style. The women who readthis publication want to achieve the best. Wom-en ages 18-34 are 56% more likely than theaverage person to read Self magazine, makingit another high indexing example of an outletread by our primary target audience. Self notonly focuses on the health and wellness aspectof life but also on a woman’s career as well as

her lifestyle. This promotes female-empower-ment and confidence that we want consumersto feel when they drink Synergy. Women aren’t just helping their bodies, they’re also helping

their mental wellness.

Circulation 2,348,000Glamour magazine is an international publi-cation that focuses on fashion, beauty, celeb-

rities, health, news, and love. Recently, Glamourredesigned their brand to create a more openand relatable magazine. According to Simmonsresearch, women ages 18-34 are 69% more

likely than the average person to read Glamourwithin the past six months. Glamour showcasesmany lifestyle brands and is a magazine madeby women for women. Consumers can gain im-

portant information about topics still taboo inthe United States. It is focused on making surewomen keep themselves healthy and happy

which co-insides with how Synergy wants theircustomer to feel.

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Media Mix: Online Video

This streaming website has around16,791,929 unique visitors despite themonthly subscription fee of $7.99. Huluoffers a variety of cable television shows,

Hulu originals, and movies at this low price.Our target market is extremely busy andwants to maximize their time which meansmissing their favorite tv shows during airtime. A large portion of consumers use

Hulu in order to watch what they want attheir convenience. Television is a way for

consumers to retreat from their hectic lives

and enjoy their down time. This is an easyway for us to reach a large portion of ouraudience through an ad that can capture

viewer’s attention and make them aware ofhow Synergy can benefit them.

Spotify is a music streaming service whereone can use it for free or purchase a

premium account for monthly fee of 9.99or 4.99 for students. Users are able to

create playlists, favorite music, or listen toothers playlist when they are connected toan internet or data source. On the freeapplication between songs they have to

listen to 30-minute ads which is how thesite can generate revenue. Our target mar-ket is a large user of the streaming servicebecause they can have their music whenever

they need it. Our consumers are all aboutcustomization and making life easier and

Spotify is the way to do it. Users cannot exitout of ads so it’s a way to attract consumers

with a unique video to catch theirattention.

Through primary research we found most ofour target market watches television showsaired through ABC. These shows include:How to get Away with Murder, Scandal,

and Once Upon a Time. Here we can reachour target audience and other secondarymarkets through advertising on the ABC

website which users can watch their show forfree after it has premiered on television.Here we can use our creative advertisingto appeal to viewers while watching theirfavorite shows as well as motivate them to

harmonize their health.

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Media Mix: BillboardSan Francisco, CA- Population: 837,442 people

Our target market continues to settle down in this WestCoast city, even as the cost of living continues to increase.San Francisco embodies the sp irit of Synergy with warmweather and lots of outdoor activities. With the bay nearbyand the convenience of outdoor weather most of the year,consumers can embody the spirit of Synergy wheneverthey please. California has always been known to embodythe organic, natural lifestyle, making it the perfect area tobegin advertising. San Francisco’s location also allows us toadvertise year round well staying relevant.

Minneapolis, MN- Population: 400,700 people

Minneapolis continues to appeal to the college and post-grad students despite the frigid winters.Many graduates come to the city as it continues to be one of the top cities for finding a job accord-ing to Fortune magazine. This is possible due to the headquarters for major companies includingTarget and the Mayo Clinic. Despite the cold weather, Minneapolis ranks second on the AmericanFitness Index. Most residents live within walking distance of a local park; and this enables citizens tobe active. All of these factors create an environment for Synergy to thrive and build loyal customers.

Austin, TX- Population: 885,400 people

This southern city grows in popularity amongst those ages 18-34. The city has that “weird” vibe similarto Portland, and is appealing to young people because of their belief in individuality that becomesmore popular each year. The city is cheap to live in and is home to the infamous music festival,

South by Southwest (SXSW), as well as over 200 music venues. Austin is also known for having asynergetic lifestyle by balancing work and enjoyment as well as a healthy lifestyle well occasionallytreating themselves to the numerous food trucks. Austin’s continuous warm weather is also appealingbecause we can advertise year-round.

Boston, MA- Population: 645,966 people

Boston is one of the more popular East Coast cities amongcollege students during and after their four East Coast citiesamong college students during and after their four years.There are over 100 colleges in the greater Boston area

and this old city is booming with restaurants and bars toappeal to appeal to the millennials. Boston is also hometo beautiful parks and waterways so consumers are activewhen possible. The hardy spirit and growth of the city issimilar to the attitude of the average Synergy user. Placingbillboards in Boston can help consumers keep up with theirfast-paced life.

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Media Flowchart23

September October November

1 2 3 4 1 2 3 4 1 2 3 4

# of issues Cost per ad Total

2 $269,900.00 $539,800.00

3 $210,383.00 $631,149.00

2 $251,942.00 $503,884.00

Magazine Total $1,674,833.00

Total Impressions Cost Total

16,791,929 $30.00 $503,757.87

24,840,850 $30.00 $ 1,490,451.00

18,700,218 $30.00 $ 1,683,019.62

Online Video Total $3,677,228.49

# of days Cost per day Total

180 $2,512.33 $452,219.40

180 $1,200.21 $216,037.80

180 $2,656.20 $478,116.00

180 $1,937.91 $348,823.80

Billboard Total $1,495,197.00

Total Impressions Cost Total

162,823,589 $10.00 $ 1,628,235.89

150,000,000 $10.00 $ 1,500,000.00

Online Display Total $3,128,235.89

Production $1,000,000.00

Grand Total $10,975,494.38


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Brand ActivationStickers in Magazine Ads

Objective:This will distinguish our advertisements from others within the media vehicle by allowing consumers to interact with our print ads. Ourtarget audience will place the stickers on surfaces where their friends and co-workers can see, ultimately increasing brand awareness. This

will hopefully spur positive conversation about our brand and recruit new customers to try a bottle of GT’s Enlightened Synergy.

Strategy:Decorating laptop cases, car windows, and reusable water bottles with various stickers is a popular trend that a large part of our targetaudience takes part in. We will spice up our print advertisements by including a fun and colorful sticker on the magazine page. TheGT’s Enlightened Synergy logo in our magazine advertisements will double as a sticker. GT’s social media accounts will tweet telling

followers to keep a look out for the stickers in magazines and post a photo of what surface they end up decorating.

Objective:Raise sales and brand awareness by re-thinking the GT’s Enlightened Synergy bottle cap as a lso being a pin. Additionally, promotesales by offering an incentive for collecting a certain amount of caps. Our research showed that our target audience was generallydispleased with the cap of our product. They thought it was boring and ugly, so this would be an exciting way to respond to thiscustomer feedback.

Strategy:For a limited time, all GT’s Enlightened Synergy drinks will have bottle caps that also double as pins. The pins will read a varietyof sayings that represent the message of the brand. This brand activation strategy will support our big idea of “Harmonizine YourHealth” because we will encourage consumers to collect all different pins that embody areas of wellness. The caps will have an accesscode on the inside. Once our consumers collect three pins and essentially harmoize their health, they can use the codes to redeem acoupon for a free beverage through GT’s website.

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Bottle Cap Pins


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Brand Activation

GT’s Enlightened Synergy Wellness EventObjective:

This event will raise interest and awareness of GT’sEnlightened Synergy and cause consumers to associate thebrand with a fun experience revolving around holistic

health and wellness.

Strategy:

People will embody our big idea of “Harmonize Your Health” at this outdoorevent put on by GT’s Enlightened Synergy. This event will have various tentsand activities set for attendants to take part in that promote overall health ofthe mind, body, and spirit. These activities will be designed to also interestour target audience of women 18 through 34 and include yoga, painting, rock

climbing, massages, and jewelry making. Additionally there will be music andraffles. At the event we will also have a booth of empty GT’s Enlightened Synergybottles and various arts and crafts supplies. We will encourage those at the eventto get creative and recycle the bottles in an artistic way. At the end of the event,the winner will receive a gift basket. These events will be held throughout thespring and summer in city parks to gain an optimal amount of attendance andawareness.

Flowchart

25


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Evaluation 26

The three main goals ofEminence Agency were to increase

comprehension rates of the brand ofGT’s Enlightened Synergy Kombuchaby 80%, increase conviction rates by

55%, and to increase sales by 12%.We planned on achieving these goalsby carefully considering all optionsin terms of the placement of the

ads and brand activation tactics. The

comprehension and conviction ratesthroughout the campaign fluctuated

until we finally exceed ouroriginal goal.


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APPENDICES


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Creative Brief

C r e a t i v e B r i e f

H i s t o r i c a l B a c k g r o u n d :

I n 1 9 9 5 ,

G T D a v e , f o u

n d e r o f G T ’ s S y n e r g y p r o d u c t s , b e

g a n b r e w i n g k o m b u c h a i n h i s k i t c h

e n

f o r h i s m o t h e r w h o h a d b e e n d i a g n o s e d w i t h b r e a s t c a n c e r . H e w a s o n l y a t e e n a g e r w h e n h e

s t a r t e d h i s b u s i n e s s , b u t G T w a s d e d i c a t e d t o s h a r e t h e s t r e n g t h o f k o m b u c h a t h a t h e l p e d h i s

m o m

t o e v e r y o n e . A

f t e r s e l l

i n g b o t t l e s f r o m h i s h o u s e , i n 1 9 9 9 , W

h o l e F o o d s g a v e G T ’ s k o m b u c h

a

b r a n d p o w e r a c r o s s t h e s t a t e s a n d h i s t e a b e c a m e i n h i g h d e m a n d . F a s t f o r w a r d t o 2 0 1 0 ,

G T ’ s

k o m b u c h a w a s s e e n w

i t h c e l e b r i t i e s i n t a b l o i d s a n d b e g a n

g a i n i n g p o p u l a r i t y . T o d a y , G

T ’ s

S y n e r g y k o m b u c h a t e a s a r e i n t h e m a i n s t r e a m a n d s e e g r e a t b u s i n e s s , w

i t h c o n v e n t i o n a l g r o c e r s

b e i n g t h e l a r g e s t r e t a i l

c h a n n e l f o r G T ’ s k o m b u c h a .

G o a l s :

M a r k e t i n g G o a l s : O b j e c t i v e s f o r t h i s c a m p a i g n w i l l i n c r e

a s e o v e r a l l s a l e s o f G T ’ s E n l i g h t e n

e d

S y n e r g y b y 1 2 % .

A d v e r t i s i n g G o a l s : W i t h i n t h e t a r g e t a u d i e n c e o f w o m e n , 1

8 - 3 4 y e a r s o l d , E m i n e n c e A g e n c y w i l l

s e e 8 0 % c o m p r e h e n s i o n a n d 5 5 % c o n v i c t i o n .

T h e e f f e c t i v e r e a c h f o r t h e c a m p a i g n i s 8 0 w i t h a n

e f f e c t i v e f r e q u e n c y o f

4 .

T i m e F r a m e : T h i s w i l l b e a y e a r - l o n g c a m p a i g n , b e g i n n i n g i n D e c e m b e r 2 0 1 6 a n d e n d i n g i n

N o v e m b e r 2 0 1 7 .

T a r g e t M a r k e t :

O u r t a r g e t m a r k e t c o n s i s t s o f w o m e n b e t w e e n t h e a g e s o f

1 8 a n d 3 4 . T

h e s e a d v e n t u r o u s w o m

e n

a r e h e a l t h c o n s c i o u s a n d l e a d a n a c t i v e l i f e s t y l e , w h i l e s e e k i n g a h a p p y l i f e . T

h e y a r e m o d e r a t e

u s e r s t o v a r i o u s h e a l t h

d r i n k s a s a n a l t e r n a t i v e t o d r i n k i n g

w a t e r . M e m b e r s o f o u r t a r g e t m a r k e t

t e n d t o a l s o e a t o r g a n i c a n d r a w , w

h i l e c a r i n g f o r t h e e n v i r o n m e n t . T h e s e w o m e n p r i d e

t h e m s e l v e s i n s t a y i n g a c t i v e , b u t a l s o p l a c e a s t r o n g i m p o

r t a n c e o n t h e i r m e n t a l a n d p h y s i c a l

h e a l t h a s w e l l .

A d v e r t i s i n g P r o b l e m

:

M a n y c o n s u m e r s a r e n

e i t h e r a w a r e n o r i n f o r m e d a b o u t k o m b u c h a a n d i t s h e a l t h b e n e f i t s . T h i s

a l s o c o m e s w i t h t h e p r

e c o n c e p t i o n t h a t k o m b u c h a t e a h a s

a n u n p l e a s a n t t a s t e a n d a s t r a n g e

f e r m e n t a t i o n p r o c e s s . W e p l a n t o f i n d s o l u t i o n t o t h i s p r o b l e m b y c r e a t i n g m o r e a w a r e n e s s a b o u t

o u r b r a n d a n d k o m b u c

h a ’ s h e a l t h a n d w e l l n e s s b e n e f i t s i n

o u r c a m p a i g n .

U n d e r l y i n g E m o t i o n a l N e e d :

M a n y o f t h e c o n s u m e r s i n o u r t a r g e t m a r k e t a r e h e a l t h c o n s c i o u s . T

h e y w a n t p r o d u c t s t h e y k

n o w

a r e o r g a n i c , r a w , a n d a

l l n a t u r a l t o m a t c h t h e i r a c t i v e a n d

h e a l t h y l i f e s t y l e . T h e s e w o m e n s e e

k a

b e v e r a g e t h a t k e e p s t h e m b a l a n c e d a n d a t t h e i r b e s t .

C o m p e t i t i o n :

V i t a C o c o , B a i 5 , H o n e s t T e a


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Agency ProfilesJulia Bjornland Scout Will Taryn Cordani

Julia Bjornland is a sophomore Integrated MarketingCommunications major from Utica, New York. She hasalways had a passion for art, advertising, and fash-

ion. On campus she is highly involved with HiFashionStudios marketing and advertising team, is apart of the

American Advertising Federation chapter on campusParkAdvenue and works for the Office of Public Safety.

In her spare time she enjoys spending time with family,painting, and buying new shoes. Julia plans to go into

the creative side of advertising. She wants to go toportfolio school then have a career in fashion market-ing. Julia’s favorite flavor of GT’s Enlightened Synergy is

Cosmic Cranberry.

Scout Will is an Integrated Marketing CommunicationsMajor with an English minor from Lancaster, Pennsylvania.At Ithaca College, her favorite club in which she is mostinvolved in is Ithaca College’s chapter of Women in Com-munications. This summer, she is most looking forwardto an opportunity to intern at the agency Tierney in

Philadelphia. Scout enjoys many outdoor hobbies such as

mowing the lawn, playing croquet and hiking the trailsof Pennsylvania with her dog, Rango. Her favorite flavor

of GT’s Enlightened Synergy is Grape Chia.

Taryn Cordani is currently a sophomore at Ithaca Collegemajoring in Integrated Marketing Communications with aminor in Sport Studies. Additionally, she is a member ofthe Women’s Cross Country and Track & Field teams. Sheenjoys being a part of Ithaca College’s branch of Student

Consulting for Nonprofit Organizations, and helpinglocal nonprofits overcome strategic challenges. Her career

focus is in cause marketing. It is her goal to use advertis-ing, PR, social media, and new technologies to help createsocial good. She believes that advances in mass mediado not have to come at a cost that harms our environ-ment or society in general. In her free time she likes toknit, walk her dog, and color mandala’s. Taryn’s favorite

flavor of GT’s Enlightened Synergy is Trilogy.


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Kelsey Herniman Amanda Ling

Agency Profiles

Kelsey Herniman is a Business Administration majorwith a concentration in marketing and an IntegratedMarketing Communications minor from Gowanda, NewYork. Kelsey is highly involved with market research asa marketing intern at the Suicide Prevention and CrisisServices in downtown Ithaca, NY as well as the Ass istantVice President of Market Research for the Ithaca College

chapter of the American Marketing Association. When notworking with marketing, Kelsey works as an office assistantfor one of the Residence Directors at IC while also beinga Peer Leader for freshman students. She also enjoys iceskating and playing tennis. Kelsey’s favorite flavor of GT ’s

Enlightened Synergy is Mystic Mango.

Amanda Ling is a sophomore Integrated MarketingCommunications major, with a Sports Studies Minor from

Lake George, New York. She is currently on the socialmedia team for ICTV’s “Sports Final” and was previouslya PR intern for a licensing company for high profilebrands and celebrities such as Juicy Couture, Michael

Jackson, Marilyn Monroe, and Muhammad Ali in New

York City. Amanda aspires to work in public relations fora company or celebrity. Amanda enjoys hiking, going onadventures with friends and playing tennis. Amanda’s

favorite flavor of GT’s Synergy is Mystic Mango.


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Referenceshttp://www.inc.com/magazine/201503/tom-foster/the-king-of-kombucha.html

http://greatist.com/health/20-best-cities-20-somethingshttp://qz.com/368513/the-american-kombucha-craze-in-one-home-brewed-chart/ http://thegoodkarmakitchen.blogspot.com/2012/03/product-review-gts-raw-organic-kombucha.htmlhttp://www.brianastockton.com/kombucha/ http://www.organicbeautytalk.com/gts-enlightened-organic-raw-synergy-kombucha-in-passionberry-bliss/ http://hotinkreviews.blogspot.com/2012/11/gt-daves-enlightened-raw-kombucha-out.htmlhttps://likeajapanesehamsandwich.wordpress.com/2012/05/03/kombucha-is-my-new-alcohol-yoga-drinkinghttp://www.thetravelingyogi.com/favorite-things-fridays-gotta-have-gt’s-kombucha-synergy-drinks/ http://familyfriendlydaddyblog.com/2014/08/26/gts-synergy-enlightened-kombucha-grape-chia-vegan-friend-ly-reviewwhy-i-gave-up-caffeine/

gt's kombucha tea

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