Angel Wings Unleash the Mayhem

1. Angel WingsUnleash the Mayhem Kristine WojciechowskiIlona GordonMichelle Salem Lauren BuysAnna Lundblad

2. Table of Contents Part 4 Media & BudgetMedia Relevancy ………………...27 Budget & Sales …………………...28 -30Part 5: Advertisements: Print:………………………………… 31-33Commercial ……………………..…34Billboard………………………………35Part 6: Conclusion:Conclusion…………………….…...36Bibliography ……………………...37 Part 1 Overview / History Product overview……………………..….3History & Traditions……………………..4-5 Recipe……………………………...………….6SWOT & Benefits………....................7-8Competitors………………………….………9Part 2 Research & ObjectivesConsumer Information…...............10-15Industry Trends / Regulations…….16Primary Research………………….……17-19 Part 3 Creative Strategy BriefTarget Audience…………………….…..20-22Positioning ………………………………..23Creative Strategy Brief……………….24Campaign Goals…………………..…….25Below the Line……......................…26

3. Product Overview Angel wings are a traditional Polish delicacy. They are a sweet crispy pastry made out of dough that has been shaped into thin twisted ribbons. The dough is then deep-fried and sprinkled with powdered sugar. Angel Wings are traditionally present in several European cuisine

4. History of Angel Wings Product Overview / History •The Polish dessert has other names such as Faworki (faworki [ˈfavɔrci],  or chrust [ˈxrust])•“Faworki" was the name reserved for colourful ribbons attached to either female or male clothing, especially ribbons given to medieval knights by their ladies. It came to Poland from the French word faveur, meaning "grace" or "favour".•“Chrust" means "dry branches broken off trees or brushwood. "Chruścik" is a diminutive of "chrust".Among the top favorite desserts in Poland, Angel Wings ranks number 8.

5. Traditions of Angel Wings • Uses and Baking•A lot of yolk is used for a production of a dough. It must be quite well aerated what requires intensive and long kneading and hitting. Angel Wings are then cut out of a clump and then fried in deep oil.•There is a Polish tradition to make them into ornaments•They are most commonly eaten in the period just before Lent, during Carnival, and on Fat Thursday, (the last Thursday before Lent •There is a tradition in some countries for husbands to give Angel Wings to their wives on Friday the 13th to avoid bad luck.

6. Recipe Ingredients:•2 eggs at room temperature•4 egg yolks at room temperature•1/2 teaspoon salt•2 cups flour•1/2 cup confectioner's sugar•1/4 cup softened butterDirections: •Makes About 6 Dozen Cookies•In a bowl of an electric mixer with a whisk attachment, beat eggs, egg yolks and salt until thick and lemon colored. Slowly beat in the powdered sugar,•Change to the dough hook attachment on the mixer. Slowly mix in 2 cups of flour. Use the dough hook to knead the dough for 3-5 minutes. The dough should be thick, almost like bread dough.•Roll and Fry the Cookies. To roll the dough you will be working with small balls of dough. Keep the rest of the dough in the bowl, covered with a clean damp kitchen towel to keep it from drying out while working.•Take a piece of dough about the size of a baseball. On a floured surface, use a rolling pin to roll the dough out very thin -- 1/8 of an inch at the most!•Take a sharp knife and cut the rolled out dough into strips about 2 inches wide. Then cut the other way on a diagonal to make pieces of dough that are about 2 inches by 4 inches . Take your knife and cut a small slit (1 inch or less) in the center of each piece.•To form the cookie, take one end and place it through the slit•Very gently pull the end of the dough through the slit to form a bow shaped cookie•In a large pot or deep skillet heat about 3-4 inches of shortening, oil or lard until very hot Test the oil by putting in a small scrap of dough, it should sink to the bottom then immediately float to the top. When this happens your oil is ready.•Fry the cookies in small batches -- depending on the size of your pot -- no more than 6 at a time. Fry for about 30 seconds then use tongs to gently turn the cookies over. The cookies should just be barely golden brown. Drain on paper towels or on a wire rack set on a baking sheet. Dust liberally with confectioner's sugar. Store cool cookies in an airtight container for a week or so.

7. SWOT Analysis

8. Feature – Function - Benefit These are the simple features of Angel Wings and the benefits they will serve to the consumer.

9. Competitor Overview As a snack food, products of Nabisco are the top competitor of Angel Wings. Nabisco Cookies and Crackers    Nabisco is an American brand of snacks and cookies, and is a subsidiary of Kraft Foods. Products include: Fig NewtonsOreosChips Ahoy!Teddy Grahams

10. Consumer InformationMen and Women 18 - 34

11. Consumer InformationMen and Women 18 - 34

12. Consumer Information Men and Women 18 - 34

13. Attitudes & Lifestyles • M & F 18-34 are 48 times less likely to rely on newspapers to keep them informed. • 14.4% of those who rely on newspapers to keep them informed, are M & F 18-34. • 4.8% of M & F 18-34, rely on newspapers to keep them informed. • M & F 18-34 are 23 times more likely to believe that advertising helps them choose products to buy for their children. • 34.2% of those who to believe that advertising helps them choose products to buy for their children, are M & F 35-44. • 6.5% of M & F 18-34, believe that advertising helps them choose products to buy for their children. • M & F 18-34 are 12 times more likely to expect advertising to be entertaining.   • 31.3% of those who expect advertising to be entertaining, are M & F 18-34. • 12.5% of M & F 18-34, expect advertising to be entertaining.    • M & F 18-34 are 10 times more likely to often notice the ads in billboards.   • 30.7% of those who often notice the ads in billboards, are M & F 18-34. • 11.9% of M & F 18-34, often notice the ads in billboards.    • M & F 18-34 are 67 times less likely to read a newspaper most days.   • 9.2% of those who read a newspaper most days, are M & F 18-34. • 7.0% of M & F 18-34, read a newspaper most days.

14. Attitudes & Lifestyles • M & F 18-34 are 37 times more likely to believe that the internet has changed the way they spend their free time. • 38.2% of those who believe that the internet has changed the way they spend their free time, are M & F 18-34. • 20.0% of M & F 18-34, believe that the internet has changed the way they spend their free time. • M & F 18-34 are 18 times more likely to believe that the internet has changed the way they get information about products and services. • 32.9% of those who to believe that the internet has changed the way they get information about products and services, are M & F 35-44. • 28.0% of M & F 18-34, believe that the internet has changed the way they get information about products and services. • M & F 18-34 are 42 times more likely to spend less time reading magazines in print because of the internet. • 39.6% of those who spend less time reading magazines in print because of the internet, are M & F 18-34. • 12.3% of M & F 18-34, spend less time reading magazines in print because of the internet.    • M & F 18-34 are 13 times more likely to often notice ads on buses.   • 31.6% of those who often notice ads on buses, are M & F 18-34. • 5.1% of M & F 18-34, often notice ads on buses.

15. Attitudes & Lifestyles M & F 18-34 are 28 times more likely to love the idea of traveling abroad. 35.7% of those to love the idea of traveling abroad, are M & F 18-34. 26.6% of M & F 18-34, to love the idea of traveling abroad. M & F 18-34 are 14 times more likely often snack between meals. 31.9% of those who often snack between meals, are M & F 35-44. 28.2% of M & F 18-34, often snack between meals. M & F 18-34 are 15 times more likely to enjoy foreign foods.   32.1% of those who enjoy foreign foods, are M & F 18-34. 22.4% of M & F 18-34, enjoy foreign foods.    M & F 18-34 are 20 times less likely to believe that price isn’t the most important factor – but getting exactly what you want is. 22.3% of those who believe that price isn’t the most important factor – but getting exactly what you want is, are M & F 18-34. 12.1% of M & F 18-34, believe that price isn’t the most important factor – but getting exactly what you want is. M & F 18-34 are 31 times less likely to rely on TV to keep them informed. 19.2% of those who rely on TV to keep them informed, are M & F 18-34. 10.4% of M & F 18-34, rely on TV to keep them informed.

16. Industry Trends and Regulations PepsiCo is planning to raise prices on some Gatorade sports drinks and Frito-Lay snacks in coming weeks to help offset higher commodity costs.  (opportunity) Frito-Lay North America Inc. is decided to pull some of the compostable bags it uses for SunChipssnacks due to complaints about the noise it makes. The California Department of Resources Recycling and Recovery has released a report "Integration of Rotary Drum Reactor and Anaerobic Digestion Technologies for Treatment of Municipal Solid Waste." It notes that recycling facilities in Massachusetts are exempted from sales tax.A summary is presented of the FDA (Food and Drug Administration) Food Safety Modernization Act in the U.S. which was enacted in 2011

17. Research & Objectives Based on this research, we decided to focus on using the following media to spread awareness of our new product:TV: 30 second ads introducing the productSocial Media: a great and inexpensive way of spreading the brand image online and via word of mouthOnline: millenials are active in using the internet, and visiting the brand website would be a great way of informing as well as engaging the consumerOnline TV: entertaining advertisements would be played on select channelsMagazines: print advertisements present in selective magazines How do you usually see advertisements? (%)

18. Social Media Usage Because of the growth of social media usage in the past decade, we decided to ask what kind of social media our consumers are actively involved in. 97% of consumers use Facebook, and about half are involved in Twitter and YouTube.

19. Primary Research How often do you eat snacks? How often do you eat pastry? We asked two questions: How often do you eat snacks and how often do you eat pastry. A more significant amount of surveyed consume snacks on a daily basis, while majority of consumers eat pastry 2-3 times a month.Because our food is a pastry, and our objective is to increase consumption, we decided to create Angel Wings in smaller, easily consumable portion. Packaging would also be made to ease the convenience and to locate it in local grocery stores, rather than at coffee shops and patisseries.

20. Target Audience • Our target audience is all men and women, age 18-34. • We have chosen to focus on the younger adults. As the food industry gets more competitive, we believe it’s important to expand the targeted population of the consumers. • Pastry's are often thought of as an old persons treat. We want to change that image. • This market consists of the biggest food consumers in the country, and they enjoy it in both fun, social, and relaxing environments. • This market likes to go out, but also spending quiet evenings at home. They are likely to throw dinner parties, as well as organizing picnics or barbecues.    • This target market enjoys having a snack here and there and will therefore appreciate our concept of Angel Wings. Without paying a lot of money or making it too pretentious they can enjoy Angel Wings in all settings. " When I eat angel wings, I will unwrap mayhem and I will experience mayhem because the snack is savory sweet, fun to eat because the unique twisted polish dough has a delightful coating of powdered sugar. "

21. Consumer ProfileStudent Sarah Student Sarah -22 years old Recently graduated from collegeNew found sense of independence She loves the idea of traveling abroadShe loves a good snack and often snack between meals As a student price plays an important factor when she is shopping for snacksShe appreciates advertising as long as it is entertaining She actively uses both Facebook and Twitter, privately and for workShe likes to watch E! on TV

22. Consumer ProfileBachelor Bob -34 years old • Single parent and works in PR • High Internet activity. Gets most of his news information from the internetWatches a lot of TV, including ABC and YouTube. • Does not rely on TV to keep him informed • Loves foreign foods • Takes the bus to work and often notice the ads • Advertising often helps him to choose products to buy for his child • Subscribes to Fader and Detail magazinesUses Hotmail.com as his main email account • Uses Facebook frequently

23. Brand Repositioning  •Although Angel Wings are considered a delicate pastry in Europe, the market in the United States is different. People in the U.S. put less value on delicacies and more value on social entertainment with a fast pace life style.•Americans are always on the go and a delicate pastry will only appeal to a small market•By repositioning Angel Wings as a snack that can be eaten in any occasion, a larger U.S. target is accommodated for.•Angel Wings are no longer delicate but devious. Not a pastry, a cookie. The name “Angel” can be difficult to portray to the male audience. The newness and unfamiliarity with the product as opposed to our competitors who have been around for years

24. Creative Strategy Brand Personality Devious, Comforting, Bittersweet, Desirable, Twisted   Key Insight Americans do not crave old traditional delicacies. They want a quick delicious snack acceptable in any situation. Message Angel Wings are a tasty alternative to the standard party snacks such as chips  or cookies. Organizing Idea Unleash the Mayhem - Spread the SweetnessAn unlikely source will preset Angel Wings and as a result, cause a commotion however, An angel dressed in traditional polish wear will appear and sprinkle powdered sugar ending the commotion. The person who was originally against trying the cookie finds themselves enjoying themselves and the cookie. Reasons to Believe The commercial overcomes any doubts the consumer would have about the brand. These ads show that Angel Wings are a tasty alternative to party snacks.

25. Campaign Goals Campaign Goals • Introduce Angel Wings in the US market as the forerunner for social party snacks. • For our target to immediately purchase the product instead of other competing snacks.

26. Below the Line Product Launch Coupons 50 % off coupons on each angel wings box for the first three months Embarrassing Video Contest Customers can upload embarrassing videos of themselves r their friends creating mayhem in their lives and in society. After they upload their mayhem, we will spread our sweetness giving the top three winners $1000. We will give the next best 100 winners a free tub of Angel Wings. Spread the Sweetness Scavenger Hunt Spread the sweetness scavenger hunt, LA Chicago and New York. Large Containers will be placed around the city guiding to other places in the city leading to the angel and the winner get 10,000$ and year supply of angel wings. Top 100 finishers receive free boxes of angel wings.

27. Media Relevancy • Twitter: With over 100,000,000 active users, anyone can read, write and share messages of up to 140 characters.Facebook: With over 800 million potential customers, Facebook allows advertisers to choose audience based on location, age, and interests. "People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products. "E! Channel: E! has an audience reach of 88 million cable and satellite viewers in the U.S. and reaches a wide variety of audiences.ABC : American Broadcasting Network is the largest broadcaster in the world by revenue. With a target audience of 18-49, ABC’s primetime audience has a median age of 36.  Fader Magazine: Has a 2012 total audience of 487,500 with the majority of readers (78%) lying in the 18-34 category and male (70%).. Pepsi Co., McDonalds, and Vitamin Water are some of the brands that choose to advertise here.Details: With 461,108 being the total copy circulation for 2012, Details reaches a total audience of 1,935,000, with audiences at a median age of 33.2 and male (70%).Vevo (Youtube): 800,000,000 people visit Youtube each month, spending 23 minutes on the site per day. The site reaches 57% of the U.S. audience. Audiences can be selected based on age and gender.

28. Cost of Production • The approximate cost of one tub of Angel Wings is $1.15. Flour - $ .09Oil - 1.38Eggs - .62Sugar - .10Butter - .10Sour Cream .02= $2.31 / 2 tubs = $1.15 We will sell each tub for $2.99 which is a 260% profit

29. Advertising Budget 7 million dollars will be allocated towards advertising which is 5% of our projected annual sales for the first year.

30. Projection of Sales Year 1 -$140 million annual sales Year 5 -$300 million annual sales Year 10 -$500 million annual sales We project our sales for the first year to be $140 million. After 5 years we plan to be on track with our top competitors such as Chips Ahoy at $300 million.

31. Print Ad 1

32. Print Ad 2

33. Print Ad 3

34. Example Commercial

35. Example Commercial

36. Example Billboard This is a billboard that will be placed off the 5 free way in Los Angeles, California. There will only be one of this billboard due to its complicity. Not only is this an interesting advertisement for those passing by, it will create buzz in the community.

37. Conclusion • Angel Wings will be a great success in the United States because it is a delicious snack that accurately captures the lifestyles and beliefs of Americans 18-34. Americans enjoy sweet snacks they can grab on the go. Angel Wings are a tasty alternative to other snacks. • By unleashing the mayhem and spreading the sweetness, Americans will enjoy a deviously desirable snack in any situation. • Because the packaging, campaign and snack itself are so different than competitors, Angel Wings has a competitive advantage that will be a success.