1

………
…………………………
……………………
………………………………………………………
…………………………………………………………
……………………………………………………………
………………………………………………………
……………………………………………………………
……………………………………………
………………
………………………………………
…………………
…………………………………………………………
……………………………………………………………
……………………………………………………
………………………………………………………
…………………………………………………
……………………………
………………………
………………………………………………………………………
……………………………………………………………………
2

Glacéau vitaminwater® has been a strong and successful leader in the enhanced water beverage industry, owning more than 60% of the market. Our #raiseabottle campaign spans from September 2015 - December 2016 and it will focus on brand engagement with a salute to aspiring artists. Our campaign will be targeting the 18-24 age group, which are defined in four segments: College Students, Young Professionals, Creatives, and Ambitious
Go-Getters.
Our campaign goal is to give consumers a positive experience using social media as one of main tools of communication. Vitaminwater®’s positioning as the bold brand that hydrates and supports people who follow their ambitions will be portrayed through this campaign.
We will be bringing back the hashtag #raiseabottle to transition from the current positioning of #hydratethehustle. #raiseabottle will give vitaminwater® that creative and innovative factor to differentiate itself; it will give people the opportunity to share their success stories and ambitions with a chance to be rewarded by vitaminwater®.
Through our primary research, we collected data over an online survey distributed amongst the target market. We sought to find out more about our target markets’ buying behavior and to understand how they perceive vitaminwater®. Our data expressed that Facebook,
Instagram, and Twitter were the best platforms to reach our audience over social media. The majority of respondents perceived vitaminwater® as being a sports drink, which increases the need to reposition the brand. Lastly, even though vitaminwater® commands a 62% market share most of the respondents do not drink vitaminwater®, but feel neutral about
vitaminwater® as a brand even with the recent unwanted publicity.
Our primary research has also proven that vitaminwater® can benefit from changing their packaging. In order to engage our creative audience, we will host a Blank Label Contest, which will give contestants a chance to have their artwork displayed nationally. Furthermore, to increase the transparency of the product, we will be adding a new feature to the label, which is designed to ultimately give the consumer more control over their portions.
Additionally, in order to target a profitable and growing niche market, we will offer limited edition Smite-themed bottles to fans at Smite gaming competitions.
To help grow vitaminwater® as a market leader in the enhanced beverage industry, we will utilize above-the-line and below-the-line marketing tactics. This is coupled with sales promotions to engage and to attract customers with an integrated marketing campaign. Our above-the-line tactics include engaging contests and new features, such as a rewards app, that ties in with our positioning. We have found that through 1:1 college sampling, we can reach our target market on a more personal level and persuade them to participate in promotions, which would thereby create lasting relationships that will build brand loyalty.
3

Glacéau vitaminwater® is at a mature point in its lifecycle and is seeking to reinvigorate its brand. However, increasing competition in the enhanced water industry coupled with shifting consumer preferences has caused a threat to the company’s success.
Since its launch in 1998 and the purchase by Coca-Cola in 2008, vitaminwater® has always targeted the youth demographic, especially consumers ages 15-29. Over the last five years, there has been a sales decline in this segment, but the 30-39 year-old consumer segment has seen steady consumption. These brand loyalists have been hooked by vitaminwater® at a young age and continue to drink it to this day.
Vitaminwater® seeks to develop brand relevance with the 18-24 year-old consumer segment in order to create more brand loyalists. A secondary objective is to not alienate the current brand loyalists of 30-39 year-old consumer segment.
Vitaminwater® has a commitment to fulfill hydration needs with a quality enhanced water and fuel ambitious lifestyles locally, nationally, and globally through innovative content.
4

Strengths
❏ Use of pop culture and TV personalities
❏ Under Coca-Cola brand
❏ Market leader in their category at
62%
❏ Appealing product line depth
Weaknesses
❏ Lack of new generation loyalty
❏ Lawsuits about health concerns
❏ Higher price compared to alternatives
Opportunities
❏ Lawsuit offers a spotlight to reposition
❏ Decreasing consumer preference of soda
❏ Increase website content
❏ Create content for other art mediums other than music
Threats
❏ Cannibalization of other Coca-Cola products
❏ Consumer preference changing towards health
❏ Increased category competition
❏ Competition reaching target market better
Vitaminwater® is the market leader in the enhanced water beverage category with an impressive 62% share. They hold this lead over companies like Sobe, Ice Water, Dasani, and other competitors within the enhanced water category.
5

● Gatorade
Gatorade seeks to target 13-24 year-old consumer segment and it offers athletic solutions. Their product mix offers solutions for before, during, and after activities and they have a large product line depth. Gatorade has numerous sponsorship deals with big names, such as the NFL, NBA, MLB, and MLS, which makes their fan following enormous. With Gatorades’ launch of G2, a low calorie electrolyte beverage packed with vitamins, vitaminwater® must compete with this highly competitive brand.
● Sparkling ICE
Sparkling ICE reaches out to consumers who desire carbonated beverages without the sugar and health risks. They have a unique sleek design and offer a wide product mix with varieties like tea, lemonade, and spring water. Although they are a relatively new brand, they have a large social media presence with over 12,000 followers on
Instagram, 9,000 followers on Twitter, and 700,000 Facebook likes; this makes them one of vitaminwater®’s biggest threats.
● Aquafina FlavorSplash
Aquafina FlavorSplash targets the 13-19 year-old consumer segment and creates a flavorful water alternative for teens. Their packaging and appearance mimics
vitaminwater® but offers healthier nutrition. Their advertisements are also similar to
vitaminwater® with their “Make a Splash” promotions.
● Sobe Lifewater
Sobe Lifewater targets healthy and active lifestyles. Their brand is well-known and exotic. They only offer four flavors; but they have a decent product mix of tea, fruitwater, zero calorie, and the generic Lifewater.
● Propel
Propel targets fitness enthusiasts within the 20-44 year-old consumer segment. They promote that it hydrates better than normal water and its alternative to a sports drink.
They frequently target vitaminwater® in their ads making them a big competitor of
vitaminwater®.
6

● Gatorade
Strengths
❏ Good product quality
❏ Strong brand name
❏ Scientifically supported
❏ Wide variety of flavors
Weaknesses
❏ Low advertising and visibility
❏ People unaware of product benefits
❏ Customer confusion of various flavors
Opportunities
❏ Leverage Pepsi brand
❏ Increase advertising
❏ Celebrity endorsements
❏ Tap into new performance products
Threats
❏ Competitor’s lower price
❏ Other substitute juice flavors
● Sparkling ICE
Strengths
❏ Growing market share
❏ 11 different flavors including zero calorie varieties
❏ Celebrity endorsements
Opportunities
❏ Branch out to different markets
❏ Leverage healthier attributes
❏ Create advertising campaigns
● Aquafina FlavorSplash
Strengths
❏ Water purification system
❏ Sponsors major sporting events
❏ Celebrity endorsements
❏ Environmentally friendly plastic bottle packaging
Opportunities
❏ Leverage Pepsi brand
❏ Advertise Hydro 7 purification process
❏ Create larger product line depth
Weaknesses
❏ Less brand recognition
❏ Low influence and budget
❏ Lack of ad campaigns
Threats
❏ Competition has bigger budget and larger market presence
❏ Imitates other available products
Weaknesses
❏ Only 3 flavors
❏ Not transparent about ingredients
❏ Limited market share
Threats
❏ Competitors with strong market presence
❏ Failure to set itself apart from others
7

● Sobe Lifewater
Strengths
❏ 50 calories per bottle
❏
❏
❏
Appealing packaging
Opportunities
Increase product line depth
Increase content on website
Weaknesses
❏ Limited flavor variety
❏ Website lacking content
Threats
❏ Competition with similar products
❏ Sobe name mistakened for South
Beach on Google search
● Propel
Strengths
❏ 35 years of experience
❏ Collaborations with health magazines
❏ High interaction with consumers
❏ Advertise
Opportunities
❏ Expand into other markets
❏ Increase distribution
❏ Increase content on website
Weaknesses
❏ Not a global product
❏ Limited distribution
❏ Lacks diversification between products
Threats
❏ Larger competition with similar product
❏ Loss of consumers due to taste
8

1. Determine the influences of consumer buyer behavior
2. Evaluate which types of social media our target market frequents
3. Discover the just-noticeable difference (Threshold Level of Perception) price our target market will pay
4. Verify vitaminwater®’s position in our target markets’ mind
5. Determine frequency of purchase
6. Find out current satisfaction
The goal of this survey is to gain a better understanding about our target markets’ buying behavior, to understand how they perceive vitaminwater®, and to attain greater knowledge on how to increase sales.
We administered an online survey as primary research, through this research we concluded that 18-24 year-olds consider brand loyalty and taste when buying a beverage. The majority of our respondents do not drink vitaminwater®, but also feel neutral about the brand, which reinforces the need to gain trust with this target market in order to gain sales.
Interestingly, respondents identified vitaminwater® as a sports drink and then a healthy soft drink alternative, despite the current lawsuit vitaminwater® is facing. This perception is still relevant with our target market, the need to reposition the product as a soft drink alternative is still necessary.
The online survey also revealed that the majority of vitaminwater® consumers use
Facebook, YouTube, and Instagram as their primary social media. Concluding that
Facebook and Instagram are the top choices for social media contests.
9

● Primary Market 18-24
● Secondary Market 25-30
Our target market is the 18-24 age demographic. This age group consists of millennials who are in higher educational institutions and entering the professional workforce.
Millennials are know to prioritize socialization and are deeply connect to mobile technology. Social media is incredibly important to this age demographic and they use it to identify with their peers in order to stay up-to-date with current trends and news. They choose a product that represents their lifestyle because it enables them to participate in the content via sharing.
● College Students
College students are dedicated and determined. They juggle their jobs, internships, social life, and school work. They value convenience and efficiency. They are in constant need of a “pick-me-up” to induce concentration. Students are also adventurous and experimental. College students are price sensitive; when choosing a beverage, they look at price and then flavor. However, they have a bandwagon mentality. They will consider social visibility before they purchase an item and will therefore pay a premium in order to maintain it. The image they want to portray will be reflected in their social media outlets.
● Young Professionals
Young professionals are about to or have already graduated college. They are beginning their journey outside of school. They are nervous but invigorated. They are going through a life change, but media and technology stay constant in their lives.
Young professionals rely on social media, such as LinkedIn, to help them network with other professionals. They are driven and will work long hours in order to prove themselves.
● Creatives
Creatives are dedicated and talented. Creatives are signers, artists, sculptors, photographers, poets, musicians, etc. They express their thoughts and opinions using a variety of different vehicles. They do not believe in doing things conventionally and appreciate uniqueness. Creatives love the limelight and enjoy socializing. They have a strong presence on the internet, whether it is through their own websites or through social media outlets, such as YouTube or Instagram.
10

● Ambitious Go-Getters
Ambitious go-getters take life by the horns and are extremely goal-oriented. They network via LinkedIn but also stay connected with their current friends and colleagues through Facebook. They are popular and are natural opinion leaders. Ambitious go-getters do not wait for opportunities; they want to make a big change in the world through actions. Additionally, these leaders use failure to propel their success, but they do not let their success hinders them from achieving even greater goals.
In our campaign it is our goal to keep the current positioning of vitaminwater® as a premium flavored water alternative to soda, but utilize promotional efforts to capture the young millennials demographic. The current promotion #hydratethehustle works well with their positioning as a motivational drink, but hustle also has a bad connotation around it.
We want to continue with the fun and creative personality of the brand, but increase the transparency of the overall operations. Our campaign seeks to increase vitaminwater®’s brand visibility and integrate the brand into the target market’s lifestyle.
Vitaminwater® is the original vitamin enhanced water that seeks to hydrate people that follow their ambitions. Through an expression of its fun and bold brand, vitaminwater® conveys a lifestyle of hard work.
With so much competition in the world of enhanced waters, vitaminwater® sets itself apart by being creative and innovative. The vitaminwater® brand knows what its like to start from nothing and climb to the top and wants to inspire its consumers to do the same. Through the use of engaging promotions vitaminwater® allows its consumers incorporate the brand into their own lifestyle.
● Label Redesign
In order to appeal to the individuals who are more conscious about their health without making definitive claims or statements on any benefits of drinking
vitaminwater ® ; we would like to implement a label redesign initiative to empower consumers. By providing them with the ability to keep track of how much they drink, this initiative would be implemented by adding a vertical transparent strip to the
vitaminwater ® label. The transparent strip would measure the amount of ounces that an individual consumes.
11

This is an important step because we want to stress that we care about the health of our consumers and this is one step we can take to help them take control of their own well being.The clear transparent strip aligns with our goal to provide a more transparent brand for the consumer that emphasizes the importance of a large company to be honest and open. Millennials who often appreciate new and innovative products will view this initiative as something that reinvents how people look at the use of labels.
An added bonus after finishing the drink is the reusability of the bottle to measure things such as ingredients for cooking, or other purposes. This is essential as many businesses now push for ecological sustainability, which can increase the opinions that a brand’s customers has on the company's corporate social responsibility.
● Blank Label Contest
In alignment with our objective to appeal to creatives, we would like to offer a chance for up and coming artists and individuals to submit their own designs for a chance to be featured on our bottles. This will allow for our audience to engage with and promote the vitaminwater ® brand as a company that encourages individuality as well as creativity.
We would like to initiate our campaign by having all the labels on the vitaminwater ® bottles be white with black texts. The next step would be to challenge our customers to create their own labels by drawing on these white labels, taking a picture, and then upload it on social media to be upvoted.
The top 12 designs will be selected and then printed on bottles to be distributed for the next few months within schools, grocery stores, and all of vitaminwater ®’ s existing channels.
● Premium Smite Bottles
For a limited time and made available only at the Smite World Championships in
January 2016, vitaminwater® will be giving away bottles with labels designed after
Smite game characters. The labels will have a redeemable code which players can use to unlock exclusive items in game.
Vitaminwater® needs to be everywhere our target market could be. Mass merchandisers, grocery stores, warehouses stores, convenience stores, college campuses, Starbucks, Whole Foods, Target, Walmart, gas stations, art supply stores, concerts, festivals, coffee shops, art schools, book stores, Best Buy, Sam’s Club, and
Costco.
12

The goal is to make it available wherever is convenient and where people buy things to fulfill their aspirations. For example, ambitious people read a lot and go to tech stores therefore, we make vitaminwater® available at Best buy, Apple stores, etc. Another example, artistic people are going to buy art supplies so we make our product available at art stores, art shows, concerts, festivals, etc. Lastly, writers go to libraries and coffee shops.
● Increase sales 5% from the previous year by the end of the 4th Quarter of 2015
● Increase repeat purchases from retailers by 3% by the end of the 2nd Quarter of 2015
● Establish a strong social media presence by the end of the 4th Quarter of 2015
● Generate over 750,000 app downloads by end of the 4th Quarter of 2015
● Increase Facebook likes by .04% or 165,964 by the end of the 4th Quarter of 2015
● Increase traffic to website by 5% every quarter
● Increase Instagram followers by 45% or 5,000 by the end of the 4th Quarter of 2015
● Increase Twitter followers by 17% or 22,000 by the end of the 4th Quarter of 2015
We want to transition the current positioning of #hydratethehustle to #raiseabottle.
“Hustle” is a term with a relatively negative connotation. Instead of focusing on how people got to where they are now, we want to celebrate the accomplishments of our consumers in a positive light. Therefore, we are reviving an old campaign entitled
#raiseabottle.
#raiseabottle is a marketing campaign that utilizes a variety of different marketing tools.
Our advertising includes traditional out-of-home ads, social media, and television ads.
We will also be implementing promotional efforts, which include different campaigns and contests. The goal of our promotional efforts is to establish an active relationship with our target market and to create engaging user-generated content. Additionally, we will also
13

be using traditional sales promotions, which include print coupons, online discounts, and in-store promotions.
●
Our primary target market sends a lot of its time on social media, making social media one of the best places to reach them. Our campaigns will start seeding strategies, by reaching our brand loyalists first through social media posts, then through an amplification strategy we will start a variety of social media paid advertisements. The social media channels that we will primarily focus on are
Facebook, Instagram, Twitter, and YouTube. All channels will be consistent with one another.
○ Snapchat has become more involved in advertising, by incorporating advertising feeds, campus stories, and a new Snapcash feature. The app’s increasing popularity and and attempts at monetization makes this a perfect time for investing in Snapchat advertising. Vitaminwater® can create inventive content and advertise directly toward a young demographic.
○ In addition, vitaminwater® should cooperate with Snapchat and look into the possibilities of creating brand snapchats that people can subscribe to - similar to campus stories. Users could then submit their own vitaminwater® related (or possibly unrelated) snaps to vitaminwater® and then share them with everyone subscribed to the vitaminwater® Snapchat. However, content would have to be monitored and approved first before being released and shown to the public, due to the possibilities of inappropriate material being shared and tainting
vitaminwater®’s image.
●
○ Billboard: Through our co-creation billboard contest vitaminwater® will create five different billboards that captive our target market and make them want to compete in future contests. Each billboard will be large and placed in five of the largest populated areas along high traffic premium locations; ensuring we maximize our total impressions.
○ Subway: Vitaminwater® is from the east coast, where subway systems are a major form of transportation in large cities. Subways see a large variety and crowds of people throughout the day. Advertising here will reach mostly our secondary market, in addition to our target market.
14

○ Elevators and Malls: Our target market frequently visit malls so creating a fun elevator wrap advertisement can get their attention. A creative advertisement will create buzz about our campaign as they share their reactions to it over social media. Advertisements will be placed on five elevators within the ten largest malls in America.
○ Taxi / Bus: Bus and taxi advertising has a large reaching meaning that our primary and secondary market will be exposed to these advertisements. Bus wraps and taxi ads allows us to express vitaminwater®’s personality to a large audience.
○ Convenience Store: Since 44% of vitaminwater®’s total dollar sales are through convenience stores it is smart to advertise here. we will advertise in 50 cities through 20 stores in each.
○ College Campus: Vitaminwater® ran a campaign in London that was successful in grabbing the attention of its target audience through a childhood memory game. This campaign will be advertised at the ten largest college campuses during the first week of classes, where students can participate in a fun, interactive game while being exposed to vitaminwater®.
●
Vitaminwater® should reinstate Vitamin Angels a tax-exempt organization that helps at-risk populations in need (especially pregnant women, new mothers, and children under five) gain access to lifesaving and life changing vitamins and minerals. Vitamin
Angels help children attain good health and the opportunity to lead meaningful and productive lives. By building a promotion with Vitamin Angels vitaminwater® can increase sales and help improve the lives of children in need at the same time.
There are several benefits for vitaminwater®, including increase sales, improve customer loyalty, add value to the brand, positively affect corporate culture and build employee morale, and strengthen relationships with retailers, vendors and distributors.
There are several options to choose from: One-for-One; donate 25 cents per item sold and help reach one child in need with lifesaving vitamin A for an entire year.
Percentage of sales; make a contribution based on overall sales where you choose a percentage that fits your margins. Or design your own; connect with Vitamin Angels to explore unique and innovative ideas.
To promote Vitamin Angels, vitaminwater® should run the YouTube ads “Without the
A”, “Notes on the letter A”, and “Candid Moments without the A” as television commercials to help promote Vitamin Angels. The commercials could run during
“TGIT” on ABC where it would be seen by the 9.3 million viewers who tune in to
15

watch “Grey’s Anatomy”, “Scandal”, and “How to get away with Murder”. These viewers fit our target audience and therefore these YouTube ads should run on television where it would reach potential vitaminwater® consumers.
Our target market also spend a considerable amount of time on YouTube. Displaying these commercials as advertisements on YouTube will create a larger reach and capture more of our target markets attention.
●
Through our #raiseabottle campaign we will reach our target market by doing 1:1 hands on sampling on 50 of the largest college campuses in the United States. We will give away approximately 3,000 bottles to each school. While distributing the bottles, employees will hand out promotional items as well as college essentials such as pencils, cups, notebooks, chapsticks, as well as stickers, and informational magnets about the campaign.
●
Coca-Cola is already engaged with Spotify, specifically through their “placelists” campaign around the globe - but not in the United States. Vitaminwater® can become more involved with Spotify advertising without having to worry about cannibalizing other Coca-Cola products.
Spotify keys for accessing the 18-24 demographic, as well as younger 15-18 years-old. The music app’s audience is largely either a college or graduate student, or about to be a college student.
Vitaminwater® is already music-oriented because of its partnership with FADER, which also already has a Spotify app. There is an opportunity to create sponsored playlists in conjunction with FADER, or by vitaminwater® alone. Thirty-second audio spots mixed with display advertising and Spotify’s new video “sponsored session” adverts will increased the brand’s popularity and association amongst music fans.
FADER has grown quickly over the past few years and will surely expand, but currently reachers a narrower, niche target. Vitaminwater® has the opportunity to reach a broader audience through Spotify while maintaining its FADER partnership.
Vitaminwater®’s multiple flavors allow the brand to create a variety of playlists or content centered around certain flavors - such as playlists better suited to studying or working and that tie into the “focus” flavor; or more energetic, danceable songs for the “XXX” flavor.
Streaming seems to be the direction that the music industry is directed towards. If
vitaminwater® creates popular playlists with the intent of “raising a bottle” toward talented artists and highlighting good music, it will foster positive brand imagery.
16

● Vitaminwater® Rewards App
Currently, vitaminwater® does not have a mobile app. The app will include a simple interface that allows vitaminwater® fans to access the Rewards section, the
Donation section, and the Social Media section on mobile devices.
The Rewards section will enable fans to scan the QR codes under the vitaminwater® caps. For every QR code scan, registered fans can choose from a catalog of prizes.
Our prizes will be in collaboration with our partnerships. Prizes can range from
vitaminwater® coupons to GoPro cameras. The cash equivalents range from $1 to
$1000.
The Donation section is designed to help our sponsorship with Vitamin Angels and to create awareness about vitaminwater®’s active social responsibility. Registered users will have the option to redeem their rewards points via donations to Vitamin
Angels or they can register their credit cards so that they can donate to Vitamin
Angels without restrictions.
The Social Media section will give fans the option to access vitaminwater®’s
Facebook, Twitter, Instagram, and website. Using the vitaminwater® Rewards app to link fans to the website will also create more traffic for the #raiseabottle contest.
● #oneliner Co-Creation Billboard
Vitaminwater® is known for their funny and lively brand persona, and it can be seen through the humorous one liners unique to each flavor. The co-creation billboard is a contest that gives people a chance to show off their creativity. In order to compete contestants must tweet a unique and funny one liner that vitaminwater® can use on a bottle, under the tag #oneliner. Twitter is a great channel for hosting this contest because it reaches our target audience and lets them get creative.
Vitaminwater® will pick the five most creative entries that express a particular flavor the best. The winning entries will be turned into promotional billboards that express what people think expresses the flavor. Each billboard will have a picture of the bottle with the Twitter entry and the contestant twitter handle. Billboards will be seen in five major cities and give exposure to the winners that participated in the contest.
17

The goal of hosting a co-creation contest over twitter will increase vitaminwater®’s following on Twitter. Promoting contestant winners on a large scale will encourage more people to engage in vitaminwater® contests in the future.
● #raiseabottle Contest
#raiseabottle is a contest that is an extension of #hydratethehustle and creates opportunities for people that drink vitaminwater®. People from all around the United
States will have the opportunity for vitaminwater® to #raiseabottle to them and help support their ambitions. The target market of 18-24 year-olds will be targeted through social media advertising, college campus sampling, and various outdoor media.
The contestants will submit a three minutes video to vitaminwater®’s website that shows their story and why vitaminwater® should raise a bottle to them. People can log into the vitaminwater® site and vote on the videos they like the most. People will be encouraged to vote by being rewarded with vitaminwater® rewards points.
After submissions are over the top 20 videos will be displayed on the popular page,
vitaminwater® will select top 5 most voted videos. The top five winning contestant will receive cash prizes. The winning video will receive $10,000 and an event thrown that is related to their submission. The remaining winners will receive $5,000.
The effects of this campaign will increase awareness to the current positioning, increase fan engagement, increase application downloads, and increase sales.
Vitaminwater® wants to raise a bottle to you.
● Comic-Con
Comic-Con is a large event that can see an audience of over 100,000 attendees. A large portion of this demographic is our target market of 18-24 year-olds. The attendees, or cosplayers, dress up as their favorite comic book characters and get into their new personas.
Vitaminwater® will place a Power-C vending machine in a high traffic area of
Comic-Con, with the sentence on the front that reads, “show me your superpowers.”
The participant will stand in front of the vending machine and display the unique power that their character has. When the participant shows their powers they will get a vitaminwater® from the vending machine.
The Power-C vending machine will create a fun experience for participants and generate a lot of good PR. The people that see the vending machine will result in more shares over social media about vitaminwater®. Vitaminwater® will also make a
18

viral YouTube video about the vending machine at Comic Con and generate more views to their YouTube channel.
● Interactive Vending Machine
In addition to the, “show me your powers” vending machine at Comic Con, we would also like to introduce a new concept that ties in portable electronic devices such as smart phones, and tablets with vending machines into a new, fun and interactive experience for all. It draws upon the inspiration from how gumball machines have evolved from simple boring candy dispensers to intricate fun little shows.
This new concept incorporates the new vitaminwater® app that creates an artificial overlay over the vending machine that is viewable through the device’s screen using the camera. It allows the user to view and play different games similar to Space
Invaders®, Snake®, and Tetris®, that uses the bottles, light up led lights attached to the vending machine, and a computer interface that ties it all together.
When the customer plays on their phone or tablet, they see the vending machine in real life, but also an additional graphic overlay when viewed on their phones. As with a game like Tetris®, the bottles on the display and the vending machine will light up using the leds attached. And winners who beat the highest scores will receive a free
vitaminwater® of their choice.
This concept allows for our target market which primarily includes millennials who are more often technologically inclined, to participate and share with their friends about this experience. It also stimulates the creative individual and the community of the fun and lively innovations that vitaminwater® is taking to change the status quo of enhanced water beverages industry. These machines can be taken to college campuses to partner with the 1 on 1 hands on samplings and giveaway efforts to add more attraction to the brand.
● Rewards App Partnerships
In order to give vitaminwater® fans awesome rewards that encourage to purchase bottles and scan the QR codes below the caps, we will partner with GoPro, AMC,
Spotify, and Fader. GoPro currently targets our target demographic and our secondary target demographic and offers products that they want and will be offered as higher rewards. AMC movie theatres will offer movie ticket redemptions that are lower based rewards. Spotify also targets our target market and fans will be able to redeem their rewards to pay for their Spotify subscriptions. Vitaminwater® is already partnered with Fader so we will offer Fader concert tickets as higher point based redemption for fans that like concerts. These select partnerships offer a large variety of rewards to fill the rewards catalog on the vitaminwater® rewards application.
19

● Smite Partnership
Smite is a multiplayer online battle arena video game, released in March 2014. A partnership with Smite will allow us to reach our target audience of ages 18-24 and increase the growing popularity of the game while giving vitaminwater® the opportunity to enter the gaming community.
To support gamers and Smite’s climb to the top, we will have vitaminwater® bottles with labels designed after Smite’s game characters, which will only be available during the Smite World Championship weekend in January 2016. These special event bottles will each have a promotion code that can be redeemed by players in game to unlock unique and exclusive items.
● Vitamin Angels Partnership
Vitaminwater® delivers vitamin enhanced water to people all around the world, which is why a Vitamin Angels is the perfect partners. Vitamin Angels is a non-profit organization that fights against, “hidden hunger”, a lack of micronutrients that vitamins give people. Without these macronutrients people all around the world can die from disease. Through the vitaminwater® rewards app we will offer the opportunity for people to donate to this foundation and help save lives.
● YouTube Sponsorship
Vitaminwater® can gain its target market attention is through YouTube. YouTube has become an everyday norm for this generation, the millennial or better known as the tech-savvy group. YouTube have been a vehicle for individuals to be recognized for their talents and to teach others. YouTube has become one of several interactive routes for YouTube celebrities and users to connect to each other. Popular videos segments are music videos, learning tutorials, and entertainment.
However, we will focus on more on the makeup segment in this section. One reason to why endorse makeup artists is for their creativity. They provide insight of their new ideas, tips, convenience, and problem-solving for their audience to gain from. They recommend products to buy based on their experience. YouTube celebrities are role-models for today’s millennial. Here are a couple of examples of popular
YouTube makeup artists:
○ Jen Chae (Frmheadtotoe):
She started sharing her video tutorials and blogs in 2008. She posts weekly videos on her creativity to glam up and provide tips to save on make-up. She currently has 961,687 subscribers and 84,592,086 views of her videos.
Jen Chae is gaining popularity every day through her creative ideas. A rough estimate that Chae will endorse a company is $10,000.
20

○ Promise Tamang-Phan (Dope2111):
Phan started posting videos back in 2009. She is known as the “YouTube
Makeup Guru.” She provide tutorials on how to look like popular individuals:
Miley Cyrus, Drake, and Jennifer Lopez. Phan goes beyond more than creating regular makeup tutorial videos, she also known as a “Human Chameleon.” She currently has 2,694,023 subscribers and 347,982,785 views.
Phan is a rising YouTube celebrity who is recognized for her talent. She would make an appearance for a fraction cost than well-known celebrities, about
$10,000 for endorsement.
This segment will focus on our creativity promotion. Makeup artists will use
vitaminwater® as their sponsorship for their videos. For instance, videos will be mentioning vitaminwater® through logos or drinking vitaminwater® within the video. They will obtain their viewers’ attention through notification of posted videos and through their social media site, obtaining attention nationwide. These makeup artists will be great spokeswoman for explaining the blank redesign label to our target audience. They can show their examples or ideas to help others who do not know where to start. There will be a brief vitaminwater® tutorial.
● Coupons
We will be using a free standing inserts in newspapers. The coupons will include a
“Buy One, Get One Free” for any type of vitaminwater® product. We will be incrementally distributing our coupon program every two months throughout the entirety of the program in order to keep the vitaminwater® brand in the minds of our consumers. Because our target market is Millennials, we will be promoting the coupons through our Rewards App and through various social media platforms, such as Facebook and Twitter.
Our coupons will be redesigned to match every promotional campaign. For example, during the Blank Label Contest, the coupons will show blank bottles. This will create interest in the promotion and will help generate awareness to a variety of different consumers.
Additionally, when our coupons become active through free standing inserts, we will also provide a coupon link on our website. This link will let fans print a coupon or save the coupon to their mobile device. These website coupons are limited one per IP address for every coupon circulation.
21

● Point-of-Purchase Displays
Point-of-purchase displays will be set up at popular convenience stores and large chain stores like Wal-Mart and Target to grab shoppers attention towards
vitaminwater® over other brands. Displays will be eye catching and remain inline with the loud humorous personality that vitaminwater® exhibits.
There will be three different POP displays exhibited in stores over the campaign timeline. Each display will accompany a promotion in order to bring awareness to it while convincing the customer to purchase vitaminwater®. The first display will be for
#raiseabottle and displayed through that promotions timeline. The second display will coincide with Vitamin Angels and be shown during the months of November through
December. The last display will promote the rewards app and bring awareness to the
QR code point system.
The data collected from our primary research suggest that POP displays would increase customer awareness of vitaminwater®. Since the majority of respondents did not find the packaging eye-catching, POP displays will grab the attention of consumers.
It is important that during all stages of the campaign we measure the effectiveness. This is why we will administer several tools that analyze the marketing program. We will have dashboards for all channels of media to easily track our goal progress before, during, and after the campaign.
● Online Media: It is very important to track and follow our social media program closely to see if our posts are reaching and engaging our target audience effectively.
Through Google Analytics, a free service, we can track all of our social media accounts, including the vitaminwater® website. We will track where visitors are
22

coming from, how engaging the content is, the effect each promotion has on our media channels. The number of Facebook likes, Twitter favorites and hashtags,
Instagram likes, and website traffic will all be an indicator of how well we are engaging our audience.
● Vitaminwater® Rewards App: Google App Analytics will be used to measure the effectiveness of our mobile application. Through this free tool our goal is to measure not just how many people download the app, but how they are using it. In order to make an app that people want we will evaluate how much and how people use the app. Our sweepstakes that are available through the app will give us consumer data that we can use to administer surveys about the brands effectiveness.
● Sales Promotions: Promotional products will be passed out during 1:1 sampling and also be available over the vitaminwater® Rewards app. We will track how and where these promotional items are spent to evaluate whether our target audience uses them and where they are shopping.
In order to keep track of all of this data we will establish an evaluation team that will track and follow the effectiveness of our campaign. This team will make sure we are on track in achieving our marketing and media goals each quarter as well as suggest ways in which we can target our audience better, based on the data they evaluate. The Evaluation Team will work closely with all staff that is apart of the campaign to ensure we keep an IMC program.
23

24

QUESTION 1
QUESTION 2
25

QUESTION 3
Please provide your email address or phone number. This is for validation purposes only. You will not be contacted.
QUESTION 4
26

QUESTION 5
Other answers: Groupme 4chan
Tumblr - 5 Pinterest - 2
LinkedIn Phone
Yik Yak
QUESTION 6
Other answers: 4chan
Tumblr
27

QUESTION 7
QUESTION 8
28

QUESTION 9
Other answers: Flavor Water
Water with vitamins in it
QUESTION 10
29

QUESTION 11
QUESTION 12
30

QUESTION 13
How would you describe   vitaminwater®?
QUESTION 14
31

Why?
QUESTION 15
32