V8 V-Fusion 100% Juice Advertising Campaign Intro and Agenda Team 3 Jake Azevedo, Shayne Caffrey, Estefania Calderon, Lexie Salerno

Agenda Background & Creative Brief – Jake Focus Group – Shayne Media Plan & Creative Strategy – Estefania Creative Executions - Lexie

Background & Creative Brief

Background Narrowed focus to 100% shelf-stable juice 2013 100% juice sales = $9.6 billion Sales are currently in decline, but are expected to plateau or grow in the next few years

Background Segment trends Increased importance of nutrition Low calorie/sugar free juice drinks are on the rise Gluten free Flavor trends Top 5 flavors: orange, apple, grape, fruit punch, and mango Popular new flavors: coconut, lemon, and cranberry

Background Evoked Set Ocean Spray 100% Juice Juicy Juice V8 V-Fusion 100% Juice has 1.5% market share, or $144 million in sales Juicy Juice has 3.4% market share, or $326 million in sales Ocean Spray has 2.4% market share, or $230 million in sales

Taste Test

Background V8 V-Fusion 100% Juice strengths Healthy Contains full serving of vegetables and fruits Contains more vitamins and minerals than evoked set members Unique flavors V8 V-Fusion 100% Juice weaknesses Taste Cost

Positioning Statements V8 V-Fusion 100% Juice offers exotic flavor blends V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brands V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit

Focus Group

Focus Group The focus group was conducted on October 28th, 2014 at 6:30pm at Northern Arizona University in room 310 of the School of Communication building The focus group consisted of four females and four males who ranged from ages 18 to 29 Shayne Caffrey was the moderator and Jake Azevedo was the scribe. Estefanía Calderon and Lexie Salerno recorded the study using audio technology from the observation room

Focus Group Moderator question highlights Participants agreed that health benefits were important in 100% juice, but differed on what “healthy” meant. Most had not tried V8 V-Fusion 100% Juice before, but were familiar with V8 brand They expected blended fruit and vegetable juices to taste healthier (i.e. bitter) than just 100% fruit juices

Positioning Statement #1 V8 V-Fusion 100% Juice offers exotic flavor blends Strengths: Liked the concept of “exotic” Weaknesses: Too general, exotic doesn’t mean good tasting

Positioning Statement #2 V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brands Strengths: Sounds healthy, liked vitamins/minerals Weaknesses: Participants were skeptical, comparative

Positioning Statement #3 V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit Strengths: Healthy implications, convenient Weaknesses: Participants were unclear of what constitutes a “full serving”

Winning Statement Positioning Statement 3: V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit 7 out of 8 participants rated this statement as the best among the three Getting a full serving of vegetables was particularly enticing to participants

Media Plan

Media Plan Objective 1: Develop an advertising campaign in 2015 that will run for a maximum of 12 months of the year Strategy 1: Advertise in Phoenix metro prime time TV April-August 2015 Strategy 2: Purchase national social media advertising January-December 2015

Media Plan Objective 2: Utilize a maximum of 75% of the budget in Phoenix metro prime time television media Strategy 1: Advertise April-August 2015 Strategy 2: Every month from April to August, run 34 spots per month, totaling 170 total spots

Media Plan Objective 3: Utilize a minimum of 10% of the budget on national social media efforts during 12 months of the year Strategy 1: Purchase advertising January through December 2015 Strategies 2, 3, & 4: Utilize Facebook, Twitter, and Instagram to promote V8 V-Fusion 100% Juice with daily posts and special promotions designed to encourage consumers to make an initial purchase

Media Plan Objective 4: Utilize a maximum of 15% of the budget to conduct and promote “V-Fusion Veg Out” events Offer free samples of product at farmers markets in the top 10 US markets Use targeted Facebook and Twitter ads in select ZIP codes to promote the event

Media Plan Objective 5: Utilize digital coupons for smartphones to promote V8 V-Fusion 100% Juice Create mobile coupons to be distributed via coupon apps, such as Coupon Sherpa and Checkout 51 Distribute the coupons for 12 months of the year

Creative Strategy

Creative Strategy Communication Objective: To communicate with 70% of the target audience that V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruits

Creative Strategy Target Audience: Demographics: People in the age group 18-44 are the primary consumers Households with children are more likely to purchase shelf stable 100% juice Households with an upper middle-income level ($75K-$99.9K) are the most likely to purchase shelf stable 100% juice Consumption is nearly equal between men and women

Creative Strategy Personality profile: Hi, my name is Vicki Brown, and I’m a payroll specialist from Houston. My husband and I have two kids, Jerome, who is 8, and Sasha, who is 12. I typically do the grocery shopping for my family on a weekly basis. Although my husband and I are financially secure, we are still value conscious consumers who look for good prices because we are saving money for  two college educations and their retirement. More important than the price of food however, is the nutritional content. Vicki likes to serve her family foods that she believes are good for them. Claims on packages are important to her. Phrases like, “all natural,” “organic,” and “gluten free,” all positively influence her purchase decisions. When it comes to buying juice, Vicki prefers to buy 100% juice with low sugar content. She has to balance her desire for nutritional value with taste, especially when it comes to serving juice to her kids. When Vicki buys juice, the whole family drinks it, so she has to make sure to get a flavor that everyone will like.

Creative Strategy Key Benefit Reasons Why V8 V-Fusion 100% Juice is an easy way to get a full serving of fruits and vegetables Reasons Why All varieties of V8 V-Fusion 100% Juice contain fruits and vegetables like sweet potatoes, carrots, and pears V8 V-Fusion 100% Juice is a tastier and easier way to consume vegetables than eating the actual vegetable

Creative Strategy Tone Statement Energetic Fun

Creative Executions

Creative Executions Three potential Facebook executions Digital coupon execution TV storyboard

Creative Execution 1 32

Creative Execution 2

Final Creative Selection Why was this selected? This execution reflected our creative strategy best because it visually shows fruits and vegetables and depicts easy, fun, and energetic.

Alternative New Media Execution

TV Execution

TV Execution

Any Questions?