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SWALD Solutions presents: A Promotional Campaign for The Coca Cola Co. Sprite Green. MKT 428 S hannon Mulvihill W es Hartig A ndrew Gerbetz L isa Kaminski D eborah Crowdus. Your Worlds Combined. SWALD’s Philosophy. Focus efforts on needs of customer Combine each team member’s expertise

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slide1

SWALD Solutions presents:A Promotional Campaign for The Coca Cola Co.Sprite Green

MKT 428

Shannon Mulvihill

Wes Hartig

Andrew Gerbetz

Lisa Kaminski

Deborah Crowdus

Your Worlds Combined.

slide2

SWALD’s Philosophy

  • Focus efforts on needs of customer
  • Combine each team member’s expertise
  • Observe and apply external trends
    • “Green Movement”
    • Economic Recession
slide3

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
slide4

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
positioning strategy
Positioning Strategy
  • Key Attributes
    • Truvia
  • Brand Image
    • Edgy
    • Natural
positioning statement
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. 

campaign theme
Campaign Theme

“Your Worlds Combined.”

  • Offers target market the freedom to have:
    • Natural, yet low calorie
    • Trendy, yet individual
    • Hip, yet professional
advertising objectives
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
television commercial
Television Commercial

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

print
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
television
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
internet
Internet
  • Hulu
    • Frequency
      • Heavy- January-February, September-December
      • Light- March-August
    • CPM- ($135,000 x 1,000)/861,672 = $156.67
internet1
Internet
  • The Onion
    • Frequency- January, March, May, July, September, November
    • CPM- ($30,000 x 1,000)/ 930,095 = $32.25
internet2
Internet
  • SLOG
    • Frequency- All year
    • CPM- ($2,600 x 1,000)/175,341 = $14.83
out of home
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
out of home1
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
events
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