SWALD Solutions presents:
A Promotional Campaign for The Coca Cola Co.
Sprite Green
MKT 428
Shannon Mulvihill
Wes Hartig
Andrew Gerbetz
Lisa Kaminski
Deborah Crowdus
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SWALD’s Philosophy
• Focus efforts on needs of customer
• Combine each team member’s expertise
• Observe and apply external trends
– “Green Movement”
– Economic Recession
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Target Market
• Going Green Gale and Gabe
– 26-35, $20,000-$60,000
– “Modern Hipster”
– Influenced by values, image, and peers
• Seattle, WA
– 22% ages 25-34 years old
– 52% non-family households
– 70% in labor force
– 18% commute to work by public transportation
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Situation Analysis
• Various Promotional Programs including
– “Image is nothing. Thirst is everything”
• Light-hearted parody
– SubLYMONal Campaign
• Non-traditional
– “Sprite Step-Off”
• Focus on the musical arts
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Positioning Strategy
• Key Attributes
– Truvia
• Brand Image
– Edgy
– Natural
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Positioning Statement
Sprite Green will revolutionize the way Americans
understand the soft drink industry by its ability to incorporate
an all-natural sweetener, Truvia, into the popular soft drink
Sprite. Now with fewer calories than regular soft drinks,
Sprite Green offers its consumers of the new millennium the
opportunity to stay healthy, environmentally-aware, and still
have their thirst quenched with that unmistakable Sprite
taste. This soft drink provides the “impossible” compromise
to those hip, discerning young consumers of the target market
who seek products that mirror their own identity.
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Campaign Theme
“Your Worlds Combined.”
• Offers target market the freedom to have:
• Natural, yet low calorie
• Trendy, yet individual
• Hip, yet professional
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Advertising Objectives
• By the fourth quarter of 201o, SWALD seeks:
– To establish awareness of Sprite Green by 55% within
the target audience
– Stimulate trial of Sprite Green by 45% within the
target audience
– Improve consumer preference of Sprite Green over
other soft drink brands by 10% within the target
audience
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Print Creative 1
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Print Creative 1.5
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Print Creative 2
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Television Commercial
http://www.youtube.com/watch?v=w8pLwP
HH0Xs
Television Commercial
Television Commercial
Out-of-Home 1
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Sprite Green Fan Van
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Print
• Time
– Frequency- October-November
– CPM- (547,500*1,000)/19,500,000= $28.08
• The Stranger
– Frequency- the first issue of every month twice a
month in April, September- November.
– CPM- (6,000*1,000)/437,200= $13.72
• D-List
– Frequency- March, June, November
– CPM- (1380*1,000)/15,000= $92.00
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Television
• Anthony Bourdain No Reservations
– Frequency- 2 commercial per new episode
– CPM-(8.50x2x25/61,141)x1,000) = $6.95
• Top Chef
– Frequency- 2 commercial per new episode
– CPM- (8.50x2x19)/61,141)x1,000) = $5.28
• Saturday Night Live
– Frequency- 34 times a year
– CPM- (1,600x34/7,700,000)x1000 = $7.06
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Internet
• Hulu
– Frequency
• Heavy- January-February, SeptemberDecember
• Light- March-August
– CPM- ($135,000 x 1,000)/861,672 = $156.67
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Hulu Creative
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Internet
• The Onion
– Frequency- January, March, May, July,
September, November
– CPM- ($30,000 x 1,000)/ 930,095 = $32.25
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The Onion Creative
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Internet
• SLOG
– Frequency- All year
– CPM- ($2,600 x 1,000)/175,341 = $14.83
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Slog Creative
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Out-of-Home
• Billboard
– Frequency- 8 billboards for 2 months
– CPM- ($57,600 x 1,000) /2,865,984 =
$20.10
• Wallscape
– Frequency- June-August
– CPM- ($51,120 x 1,000)/ 61,141 = $0.85
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Out-of-Home 2
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Out-of-Home
• Commuter Rail Display
– Frequency- April-July
– CPM- ($100,000 x 1,000)/ 61,141 =
$1,635.56
• Bus
– Frequency- June-September
– CPM- ($44,500 x 1,000)/ 61,141 = $727.82
• Bus Shelters
– Frequency- August-November
– CPM- ($11,000 x 1,000)/ 61,141 = $179.91
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Out-of-Home 3
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Events
• VW Vans
– Frequency- 9 weeks
– CPM- ($60,230 x 1,000)/45,000= $1,338.44
• Alive Expo 2010
– Frequency- 2 day event
– CPM- ($5,268x1,000)/3,000= $1756.00
• Bumbershoot
– Frequency- 3 day event
– CPM- ($278,652*1,000)/109,500 = $2,544.77
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Media Scheduling
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Budget Summary
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Budget - Media Mix Breakdown
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Questions?
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