1. Patricia Murray Carmen Khor Connor Nora Marin Juste

2. 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.

3. Situation Analysis: Competition
MARIN
Just about no.2

4. 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 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.

5. 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 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.

6. 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

7. 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.

8. Competition’s Social Media
PATRICIA

9. 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

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

11. 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

12. 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

13. 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

14. 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

15. 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

16. Quotes
ALL
Will insert audio

17. 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

18. 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

19. 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

20. 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)

22. Spokesperson - Baddie Winkle

23. BADDIE WINKLE P

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

25. 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

26. 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

27. “Jelly Bean” Event
ALL

28. 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

29. 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

30. 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

31. 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

32. 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.

33. 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.

34. 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

35. Thank You!
Q & A
MARIN