The Jona’s soda campaign will combine some traditional and IMC components and will be set up at select times throughout the year. The campaign will have the following objectives:
* Obtain new customers and increase sales
* Raise customer awareness
* Assist in the launch of new flavors
The campaign will mainly focus on four axes: national cables ads, radio spots, magazines, andlocal newspaper. These four axes will be also completed with interactive messages through sponsorship, “street actions” marketing, and a distribution agreement through Starbucks. The geographic selection for the setting of this campaign will be focused on metropolitan cities, where our target market (young and early 20s) are prevalent: Vancouver, Detroit, Chicago, New York, Boston, Philadelphia,Houston, San Francisco, Los Angeles and San Diego.
Thirty second spots run during breaks in selected channels viewed by our primary targets: people who are young or in their early 20s ( buyers and influencers) and secondary targets: parents (buyers).
National Cable networks:
Explications: Since our content is funny (wacky names)and present “sugar free” options as well as customizeable features (can have their own photo printed on the label), we would like to take an entertainment approach. It would feed well if we run some ads strategically on channels such as Comedy central, ABC and MTV, CBS, FOX, which have entertaining shows or humorous series (including the Oscars ceremony, Hall Of Game and Cartoon network, MTVawards and Grammy awards). In addition to that, it can feed some sports channels on Fox sports and ESPN by focusing on the “sugar free” and on healthy products during the ads. (e.g. after a play-off basketball game, the Xgames, Olympic Games).
Thirty second spots on radio stations that have the same entertainment content as the television channels. The music must be captivating, funny,entertaining, and rhythmic: Pop and Rock, Hip-Hop (Hits, Adults and Urban contemporary song) and on sports radio.
Los Angeles Radio: KIIS, KSPN, KCPS-FM, KPWR.
San Francisco: KYLD, KITS, KNBR, KIOI.
San Diego: KYXY, KVRS, KLSD, KFMB-FM.
New York City: WFAN, WBLS, WBWZ.
Boston: WBMK, WBZ-FM, WZLX.
Washington: WASH, WITH, WTEM.
Philadelphia: WPHT, WISX, WBEN-FN, WBEB.
Detroit: WXYT, WDZH, WDVD,WMXD.
Chicago: WJMK, WSCR, WILIT-FM.
Vancouver: CKST, CKZZ-FM, CKZZ-FM.
Houston: KBME, KKHH, KBXX, KLOL
Explications: We are going effectively use the already well implemented ABS and CBS radio network in some our targets cities, in order to captive this young audience. The same tone and sound of the television ad will be replicated in order to ensure that the target audience will receive themessage and the same emotions. We will also use local Spanish radio in some southwest cities, where the Spanish culture is well represented.
On one full page (at the beginning of the magazine), we are going to promote the current trend product with its respective colors. It will appear in one magazine from each of the following sectors every quarter.
SPORTS and Life& style: * ESPN SPORTS * Runners Worlds * Skateboarding magazine * Sports illustrated * Free skier * Powder * Snowboarder * Reader & digest | TEEN /FASHION: * American cheerleader * J-14 Magazine * Girls Life * Teen Magazine * Life & Style |
Movie / Music: * Box Office * Rolling Stone * Variety | Entertainment: * People * Entertainment weekly * UsWeekly |
Explanation: The selection of the product will have to mirror the magazine and replicated the promoted ads on the television. (e.g.: Promoting the product jones’ soda with “sugar free” contents on sport magazines or Life &Style magazines, or promoting the product Jones soda with different flavors on Movie, Teen, and Entertainment magazines).
A ¼ page, and two...
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