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, and local 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.
Television:
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:
MTV
ABC
CBS
Fox
FOX sports
ESPN
Comedy central
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, MTV awards 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).
Radio:
Thirty second spots on radio stations that have the same entertainment content as the television channels. The music must be captivating, funny,