CREATIVE BRIEF PRODUCT/SERVICE: Pinkberry is a frozen yogurt dessert restaurant chain in California and New York that offers healthy desserts with fresh fruit toppings. The customer picks his or her flavors and toppings. Pinkberry is a healthy alternative to ice cream and a local addiction. BRAND HISTORY Its Korean American founder, Hyekyung "Shelly" Hwang, launched Pinkberry in Los Angeles in January 2005. Before long, the dessert restaurant gained a cult following. The Los Angeles Times dubbed Pinkberry “The Taste that Launched 1,000 Parking Tickets” because followers came from across the city to get their PInkberry fix, ignoring parking laws. 72 stores are currently open; the majority located in Southern California and 13 in New York. The Pinkberry website has a “groupie corner” that allows faithful customers to sign up for updates and special promotions. Pinkberry offers three flavors (Original, Green Tea and Pomegranate) and several fresh fruit mix-ins. Celebrities such as Paris Hilton and Jerry Seinfeld frequent Pinkberry allowing word to spread about this frozen yogurt haven. COMPETITION: TCBY is the most prevalent national frozen yogurt franchise. Some local competitors have sprouted up, like Kiwiberry and Yogurtland. Some indirect competitors are ice cream eateries like Coldstone and Ben & Jerry’s. CURRENT BRAND STATUS: Pinkberry is a local phenomenon and addiction with a cult following, but the market is limited by location. Pinkberry is a “cool” place to go but outsiders feel as if they are not “in the know” about the trendy dessert restaurant. OBJECTIVE & PROBLEM TO SOLVE: Pinkberry has no trouble reaching its market; the goal is to expand the market and reach new locations without demeaning the brand. However, once customers have the Pinkberry experience, brand advocacy is likely based upon the California franchise. TARGET CONSUMER

The Pinkberry customer is healthy and social. She loves to set trends and indulge herself. The age demographic is typically 16—24. Asian Americans are a large target demographic because Pinkberry is owned by Koreans. “It has been called ‘Crackberry’”. 1 First-time customers become instant brand advocates and recruit followers to spend leisure time at the dessert restaurants. PROPOSITION & SUPPORT POINTS

Healthy—Pinkberry is a lowfat frozen yogurt so customers can enjoy the sweet taste of frozen yogurt without the guilt of ice cream.

Upscale—Pinkberry is a delicious dessert, but it’s so in-demand that you have to be first in line to get it. Celebrities have been seen at Pinkberry restaurants because they know how good it is.

Fun – Pinkberry is an experience of energy and indulgence sans guilt. It has a youthful spirit. There’s no need to feel bad when going to Pinkberry—it’s a place for having fun and socializing.

Innovative – Not only the concept of Pinkberry but its entrepreneur roots make it a fresh and radical idea. Customers view it as an underground go-to spot.

Quality—Customers don’t want fruit that came packed in syrup. Pinkberry’s dedication to freshness ensures quality ingredients nothing is ever from a package.

MEDIA ASSIGNMENT: Three single-page print ads placed in popular entertainment and lifestyle magazines for young adults. Establish brand identity. Continue to rely on viral marketing. BRIEF: Pinkberry is a new dessert option that appeals to upscale, trendy youths. Pinkberry enthusiasts are passionate about the dessert. It’s dedication to freshness and coolness make it a cult phenomenon with a strong brand and energetic presence.

STRATEGY STATEMENT

1. health 2. indulgence 3. popularity 4. interaction 5. passion

SUPPOSITION

Pinkberry is a healthy dessert restaurant that began in Los Angeles by Korean American owners in 2005. Pinkberry serves frozen yogurt with fresh fruit mix-ins. Californians (including some well-known celebrities) line up around the block for this trendy dessert.

COMPETITION

Especially frozen yogurt chains like TCBY and the Golden Spoon. Also other popular ice cream eateries, like Coldstone and Ben & Jerryʼs.

PROBLEM TO SOLVE

Pinkberry is regional to L.A. and needs to expand its market nationally without demeaning the brand. Desserts as a food group are generally seen as unhealthy. The challenge is getting people to indulge in a sweet treat without thinking itʼs unhealthy.

Target needs to believe they can indulge in a sweet treat without feeling bad about it. Get people to try Pinkberry because they hear itʼs “sooo good.” Itʼs important to rely on word-of-mouth marketing and also to make the fro-yo available to everyone.

Pinkberry is regional to L.A. and needs to expand its market nationally without demeaning the brand. The California eatery might only have local appeal. Enfranchising might “cheapen” the brand. Turn Pinkberry into a trend.

Pinkberry is regional to L.A. and needs to expand its market nationally without demeaning the brand. Get people to come to Pinkberry as a social destination—a place to go with family, friends, or on a date.

Pinkberry is regional to L.A. and needs to expand its market nationally without demeaning the brand. Get people to start talking about Pinkberry and recommend it to their friends. Advocates are addicted & obsessed. Develop brand advocacy and extreme word-of-mouth promotion.

TARGET

All young adults, mainly adults who are health-conscious and active.

Any adults, and especially teens and children.

Young adults and teens.

Any adults, and especially teens.

Young adults and teens.

PROPOSTION

Pinkberry is a dessert that is actually good for you.

Pinkberry is a delicious treat (without the cheat! )

Pinkberry is the “it” place to get a sweet treat.

Pinkberry is a fun place to go with friends.

Itʼs fun to be a Pinkberry addict. Try it. Love it. Share it.

SUPPORT POINTS

Pinkberry frozen yogurt is a natural and healthy dessert. It is fat free and low in calories; uses only fresh, unsweetened fruit toppings that are never from a can.

Pinkberryʼs frozen yogurt recipe is a well-kept secret and holds a tart and sweet signature taste.

Celebrities Jerry Seinfeld, Paris Hilton and the Jonas Brothers have been seen at Pinkberry. Ellen DeGeneres gave away coupons on her show. Scenes from Gossip Girl were filmed at PInkberry in New York. Thousands of California citizens line up causing newsworthy traffic jams.

Eateries are contemporary yet natural and customizable menus “let you be you.” Staff are friendly and helpful. Pinkberry is a laid back atmosphere perfect for socializing.

The LA times dubbed Pinkberry “the Taste that launched 1,000 tickets” because so many addicts got their fix at the expense of their parking meters. Thousands of “groupies” have signed up on the website to get the inside scoop on events, promotions and store openings. Regional addicts refer to Pinkberry as “crackberry”.

TONE OF VOICE

Perky, smart and upbeat

Carefree, energetic, happy.

High society authoritative; confident and enchanting.

Fun, youthful and energetic.

Fanatical, excited, passionate and avid! Full of energy.

MANDATORIES

Show product with fresh fruit and distinct pouty yogurt peak.

Show logo.

YOUR PAINTBRUSH

simply delightful.

dip

YOUR PALETTE

simply delightful.

please

YOUR CANVAS

simply delightful.

captivate