Patricia Murray Carmen Khor Connor Nora Marin Juste

Goal Purpose Challenge Situation Analysis Goal Purpose Challenge MARIN purpose of this assignment and campaign is focused squarely on increasing relevance of Starburst amongst teens and young adults ages 13-24 We want them to escape their boring reality and let their playful side out. Confections is difficult category to break through; we are creating a disruptive campaign to change that.

Situation Analysis: Competition MARIN Just about no.2

SWOT Analysis Strengths Weaknesses Unique “mouth-feel” Leading company in its class Reputable brand and long history Financial capital backed by Wrigley and Mars Not “cool” or trendy to consumers Overshadowed by other Wrigley brands CARMEN SWOT Strengths Unique “mouth-feel” Unique blend of soury & sweet. The “unexplainably juicy” taste that bursts in your mouth is hard to put your finger on but it tastes so good. Similar euphoric feeling that you get when eating chocolate. Reputable brand and name Many consumers have heard of Starburst before, whether they are a fan or not. And they associate the brand name to the appropriate product type. Leading company in its class Wrigley is the largest company and it’s ranked first among other competitors. Provides great internal advantage. Long history Invented in 1960 in UK. Came to US in 1967. More reliable. When consumers buy on impulse, it is safe to say that they gravitate towards a familiar name which they could trust and guarantees certain expected level of satisfaction. Financial capital backed by Mars & Wrigley Wrigley chewing gum products have 57.9% in market share in the U.S. alone while Mars has net sales over $30 billion. Weaknesses Out of public eye The confection category is highly competitive. Wrigley continuously invests in their range of products like chewing gum brands (Extra, Orbit, Wrigley’s Double Mint & Juicy Fruit, etc.) and mints (Altoids, Eclipse). In the fruity category, Wrigley has Skittles, Starburst and Life Savers -- which are all similar products but this category itself is dominated by Skittles. Limited promotion can be done Lacking efficient promotion. The image of Starburst has stayed constant for decades. Many are not aware of the brand’s intention to change and evolve and new product line extensions like the minis, gummies and jelly beans. Low distribution Low shelve; Lack of prime estate. Distracted by other chocolate bars and gum.

SWOT Analysis (cont.) Opportunities Threats Snacking habit is a growing lifestyle New & emerging social media platforms Recession-proof industry Other competing items at checkout Convenient stores at gas station becoming obsolete Health concerns CARMEN Opportunities Snacking habit is a growing lifestyle More young people and teenagers are constantly on-the-go, which sparks the need of convenient snacking options between meals. Snacking is not just a habit, it’s becoming a LIFESTYLE. New & emerging mediums No, not Facebook and Twitter. Believe it or not, that’s considered old! Reach of leading social media and networking sites used by teenagers and young adults in the United States as of February 2016: Snapchat 72% | Facebook 68% | Instagram 66% (Twitter is only 36%) Recession-proof industry According to the statistic, from 2008-2009 chocolate candy experienced a 3.5 percent spread, from $6.8 billion to $7 billion. Non-chocolate candy sales boost around 6 percent; meanwhile gum soared 2 percent. Threats Other competing items at checkout Magazines, app downloads, sodas replacing key impulse buying at the cashier. Health concerns Dental problems and obesity is often associated with excessive intake of artificial sugar. However, good news is that it’s only a microscopic problem for candy and confections, unlike the soft drinks and fast food industries that are directly impacted by this issue. Convenient stores at gas stations becoming obsolete Innovative transformation at gas stations allows consumers to use credit cards and even pay online. This reduced traffic in convenient stores because rides don’t feel the need to walk in and thus, reduces the intention to buy.

Facebook Less than 1% of fans are talking about us on Facebook Monitor conversations What is motivation for new likes? Maintaining positive trend. Still performing significantly better than competition on Facebook CONNOR What YOUR doing

Skittles PATRICIA Twitter- discuss others- We have more but they are also seizing opportunities on platforms that we are not. SPK Over 120k on Instagram, Skittles has over 100k followers and this is their french account, the amount of followers they could potentially have would be staggering. Skittles has also sponsored a snapchat filter which is pricey, this would explain why SPK had a famous star running their personal snapchat, as it will also increase followers at cheaper costs. We will talk about why these channels are even more important going forward in this presentation.

Competition’s Social Media PATRICIA

Social Media Opportunities SNAPCHAT 72% total reach in users Number 1 social media platform in 2016 Users age distribution: 45% between ages 18-24 INSTAGRAM 66% total reach in users Users age distribution: 23% between ages 18-24 New “Instagram Story” function CARMEN

CURRENT DESIRED Brand Positioning Safe Edgy Different Unique Traditional Authentic Classic Ageless ALL Change timeless

Target Audience Young adults aged 13-24 Males and Females Starburst is not marketed to children under 13 in any way Consumers in the U.S., as opposed to global consumers M

Meet Zoe Zoe 14 year old female Late middle school/early high school Hobbies include DIY jewelry, baking and rhythmic gymnastics Accustomed to variety and options in snacking Uses Snapchat and other forms of social media daily Zoe M

Meet DJ DJ 21 year old male College student Hobbies include photography & skateboarding Enjoys snacking Impulsively buys candy when shopping Feels nostalgic toward Starburst from his childhood M

Primary Research: Survey 74 Surveyed Connor More than 60% of Respondents eat candy when bored Over 20% of people are more likely to buy candy if it has charitable tie in; Another 25% would be more likely to purchase depending on what that charity is. Over 50% of respondents can’t remember the last time they bought starburst When purchasing starburst, over 50% of respondents buy original starburst; Less than 5% buy superfruit More candy is bought at convenience stores, rather than grocery stores

Primary Research: Focus Group Females plan when they are buying candy; Men are impulsive Provided Tropical, Red, Traditional, and Superfruit; Superfruit was group favorite Nostalgic feeling with Starbursts, specifically Commercials. Starburst Personalities Michael Cera, Katy Perry, Kel Mitchell & Kenan Thompson. P

Quotes ALL Will insert audio

Research Insights People usually eat candy when bored Most people buy candy at convenience stores People often share starburst that are not their favorite flavor Every flavor of starburst is liked by somebody Flavors are underrated due to lack of exposure MARIN

Every flavor of Starburst is liked by somebody & Insights With Impact Every flavor of Starburst is liked by somebody & Flavors are under rated due to lack of exposure. M

Objectives Awareness Acceptance Action Increase social media engagement by 15% in the forms of hashtags, mentions and likes Attract 3,000 participants to main event Pilot Snapchat and Instagram accounts and secure 1 million followers combined (March 2017) Increase purchase intent by 10% in the Chicago market (March-June 2017) (April-June 2017) CARMEN ACCEPTANCE ACTION

Strategies Awareness Acceptance Action Establish Snapchat and Instagram profiles to increase brand exposure and visibility to desired target market Initiate engagement opportunities on social media and encourage interaction by hosting special giveaways, contests and sweepstakes Plan and execute main event to increase level of personal interaction with existing and potential consumers CARMEN -- PATRICIA (SET THE TONE FOR BIG IDEA REVEAL)

Spokesperson - Baddie Winkle

BADDIE WINKLE P

Key Messages Starburst puts “cool” into classic Childhood candy -Starburst just gained a new edge Be your *fruity* self! CARMEN

Snapchat Takeover: Scavenger Hunt Why takeover? Riddles lead to location 10 Chicago Landmarks Prizes given at landmark Saturday Before Easter Grand Finale Event P More candy bought during Easter than Halloween Easter Egg hunt in Chicago. Baddie gives clues to where eggs are hidden and meets people at location with prizes and starburst. Hunt is recorded on snapchat Recap video for youtube and shared on Baddie social media pages

Scavenger Hunt Scavenger Hunt 1.Art Institute of Chicago 2.”Willis Tower” 3.Wrigley Building 4.North Ave Beach 5.Lincoln Park Zoo 6.Wrigley Field 7.Navy Pier 8.Chicago Theatre 9. Buckingham Fountain 10. The Bean Scavenger Hunt M

“Jelly Bean” Event ALL

Instagram Launch Snapchat Takeover will simultaneously launch instagram Baddie’s Snapchats also posted on Instagram Viewers can follow along with hunt via SnapChat or Instagram #BaddieTakesChi #FreeYourFruity Sweepstakes - Picture with most likes wins weekend with Baddie Winkle M

Traditional Media Baddie Winkle News Tour: WGN Morning News Feature with RedEye Feature with Chicago Tribune The Huffington Post Buzzfeed Journalists at scavenger locations and Cloud Gate for event coverage Pink Bean will generate Traditional Media M

Post-Event Social Media Engagement STARBURST INSTAGRAM CHALLENGE Those who follow and participate in chat are entered for daily prizes Top 3 reposted on Instagram. Followers vote for grand prize winner Grand prize winner flown for weekend with Baddie How do you #FreeYourFruity? CARMEN -start a trending topic on Twitter - engage with more people! -daily prizes to attract participation -voting power to the followers - purpose to follow Starburst on Twitter -getting everyone else in the country involved, especially those who don’t reside in Chicago

LGBT: “Free Your Fruity” Perfectly wrapped for giveaways Attendants - Pride Parade NYC: 2.5 Million + San Francisco: 1.7 Million + Chicago: 1 Million + LA: 400,000K + Buying power projected at $830 billion Will create more nostalgic memories for target audience in attendance P

Timeline March Planning execution of Scavenger Hunt & “The Pink Bean” Event April Traditional media tour with Baddie Winkle Launch Snapchat + Instagram Snapchat Takeover: Scavenger Hunt “The Pink Bean” Event Destination May Planning execution of Pride events June Participate in Pride parades with floats #FreeYourFruity Instagram Challenge July Weekend getaway with Baddie Evaluation of campaign CONNER March 2017 would be the start of planning of how to execute the easter egg hunt. April is when we launch the Instagram and Snapchat portion. The easter egg hunt, the bean event, and a media tour with Baddie Winkle will happen as well. May is when we start to plan for the Pride events. June, we participate in the Pride parades with floats and begin the #FreeYourFruity Twitter Chat. Then the Pinterest launch will be prepared during July so we can prepare to launch it along with Back to School. The campaign will be evaluated as well.

Evaluation Evaluate Monitor Record Awareness Acceptance Action number of followers on Instagram and Snapchat accounts Monitor performance on social media engagement by measuring number of likes, mentions, hashtags, geotags Record number of attendees at main event and post- campaign sales performance CARMEN We would evaluate how much of an increase occurred within the Chicago market. We would then see if we achieved the goal of 1,000,000 followers between Instagram and Snapchat through viewing the number of followers on the accounts in order to evaluate if the goal of 1,000,000 followers was achieved.

Why This Works - The 4 “E”s Free Your Fruity Feel Your Fruity COST Love Your Fruity Own Your Fruity E ngagement E xcitement E ffective E verlasting ALL - EACH TAKE ON ONE

Thank You! Q & A MARIN