Creative Brief
Client: Campbell Soup Company (V8 Division)
Submitted By: Joshua Antonio Morales
Date: August 9, 2012
Table of Contents
2
Project Overview
3
Category Review
4
Company Portfolio
8
Competition: Redbull
10
Competition: Monster
12
Competition: Rockstar
16
Target Audience
20
Observations and Conclusions
20
Business Objectives and Design Strategy
22
References
Project Overview
Phase Summary
Background
Phase 1: Project Orientation
Campbell Soup Company is one of the largest
distributors of beverage and food products in the
world. Under the corporation is the V8 product line.
V8 is an individual product brand of beverages that
fall under the umbrella organization of Campbell
Soup Company. The V8 product line has been in the
market for over 75 years, positioned as a convenient
healthy beverage. Taste has changed over time with
an ever increasing demand in the market place for
convenience and lifestyle adaption.
Establish Parameters for project.
Project Overview
Campbell Soup Company has decided to expand its
market share in the beverage industry by developing
an innovative new energy drink through the V8®
product line called V8® Fusion + Energy. The
challenge that the Campbell Soup Company will
find difficult is how to break into this market. The
company has never ventured into this specialized
drink sector before and the competition appears to
have a strong following at the moment.
Phase 2: Research & Discovery
Research and analyze industry company, competition,
and target audience.
Phase 3: The Marketing Brief
Deliver final marketing brief, with established plan of action.
Phase 4: Creative Exploration
Explore ideas relevant to research, filter down to most
effective approaches. Present for client assessment.
Phase 5: Creative Refinement
Edit and refine final solutions.
Present for client’s final assessment.
Phase 6: Creative Implementation
Production of final campaign and analysis of trends
and market shifts during campaign lifetime.
Category Review
Level: National (United States)
Business to Consumer
Competition Overview
Currently there are more than 200 different brands
of energy drinks in the United States with over
300 varieties/flavors. 70 percent of the market is
dominated by only three competitors Redbull,
Monster, and Rockstar. The rest are miscellaneous
brand accounts for less than 5 percent of the energy
drink market.
Current Trends
Some growing trends in the energy drink
industry are as follows:
•
Juice Hybrids (enhances flavoring)
•
Larger Container Sizes
•
Multi Packs
•
Targeting Niche Submarkets such as
women or extreme sport enthusiasts
•
Increased promotion of “Natural”
or “Healthy” qualities
•
Growing increase of health-conscious consumers
•
Cross Promotional Tactics (X-Games, NASCAR)
2
3
Company Portfolio
Brand Portfolio
V8 Brand Strategy
V8 Marketing Strategy
The Campbell Soup Company has quickly amassed a
diverse brand portfolio under its wing which includes:
Campbell’s Soups, Pace® Sauces, Pepperidge Farm,
Prego®, Swanson®, and V8. The V8® brand was
acquired in 1948 and it has since become the leading
vegetable juice in the United States. V8® acquired its
name due to its eight vegetable blends.
The mission of the V8® brand is to help more people
get the recommended number of vegetable servings
they need every day. V8® is Campbell’s fundamental
wellness brand of beverages. The V8 product line has
been in the market for over 75 years, positioned as
the convenient healthy beverage. The products on the
shelves at the moment are V8 100% Vegetable Juices,
V8 Splash, Diet V8 Splash, V8 Splash Smoothies, V8
Fusion, V8 Fusion Light, V8 Fusion Smoothies, and
V8 Soup. There is also V8 Energy Shots, but the
product has only been released in strictly targeted
areas within the United States; it is not yet for sale
nationwide. Due to V8®’s long standing as a wellness
brand it is at a strategic advantage for product line
expansion as consumers’ are increasing their focus
on health and wellness.
The current marketing strategy of the V8® is
very concentrated on the use of social media and
promotions through their website. So far V8® has
only been utilizing Facebook as a driving force of
promotion to their consumer base. It is through
Facebook that polls are conducted, engagement
with consumers happens, and new products are
announced or tested. V8® also holds sampling
or ‘giveaways’ within public spaces or at college
campuses during finals week. There is also a slight
presence on television but it is not a large focus of
the brand strategy. V8® is already positioned as the
“go to” brand for the baby boomer generation and
consumers seeking healthier alternatives to their
current beverage consumption habits.
V8 Brand Trends
Some growing trends in the V8 product line:
•
Product Line Expansion within healthy
beverage universe
•
Targeting Energy Drink Market
•
Heavy Social Media Marketing
•
Much more marketing efforts towards
V8 Fusion Products
•
Appealing to the health-conscious
consumer base
•
Aggressive Growth/Expansion Plans
4
Strengths
“Mega Brand” Already known to public
V8® already perceived as healthy alternative
Opportunities
Weaknesses
Diverse beverage portfolio
Energy drinks are not primary focus of the company
Main competition has more effective marketing strategy
Corporate culture is not known to take many risks
No established presence in energy drink market
Growth in consumer preference for healthy alternatives
Can appeal to both men and women
Current energy drinks percieved as unhealthy
Only energy product to provide fruits and vegetables
Several “health” competitors flooding the market
Threats
S
W
O
T
Experience entering new markets
V8 not perceived to be as “edgy” as competition
Three Competitors control 70% of energy drink market
Passive marketing in aggressive environment
5
The Competition
Competition: RedBull
Company Background
RedBull Inc. founded 1987 in Austria is the leading
energy drink provider both in the U.S. and the world.
With 43% of the market share in the U.S it is leading
the market in trends and strategy. RedBull makes the
promise to vitalize the body and mind; people believe
this promise due to the significant boost of energy
the product gives the average person.
RedBull has been hit with the threat of a public
becoming skeptical of energy drinks; to counter this
RedBull had studies conducted by scientists to prove
RedBull was safe for consumption, but even after
doing this the public at large is still skeptical of the
drink although they continue to consume it. The
company is focused solely on production of energy
drinks giving them a competitive edge, but this can
serve as a weakness if the company was to ever lose
market share.
RedBull marketing is heavily geared towards maleyouth culture as evident by their television, magazine,
and viral video advertisements featuring extreme
sports, and very active/edgy music groups. There are
some advertisements that have been geared towards
the working adult but it is rare to find. Redbull utilizes
“student brand managers on college campuses, as
57% of college students drink Redbull to make up for
lack of sleep.
8
Strengths
Established standing in market
Aggressive marketing strategy
Percieved as the “go to” energy drink
Weaknesses
Company focus only on production of Red Bull
Percieved as unhealthy
Marketing mainly targets males
Does not appeal towards working adults
Male demographic is the bulk of consumer base
Rockstar 12%
Monster 15%
Redbull 43%
Misc. 30%
9
Competition: Monster
Company Background
Monster Beverage Corporation (formally Hansen’s
Naturals, changed Jan 5, 2012) has been in business
since 1935 and holds 15% of the market share. The
company produces fruit juices, natural sodas,
drink mixers, and energy drinks. The company is
responsible for Monster Energy Drink which was
introduced to the market in 1997.
The main point of differentiation for Monster was
their can size which was roughly twice to three times
the size of a Redbull mini-can. Throughout the years
their main competitor Redbull has offered increased
can sizes, but Monster continues to counter with even
larger sizes.
Monster is marketed almost exclusively to maleyouth. There are some varieties marketed to young
women but these are very rarely promoted. Monster
uses a lot of testosterone driven taglines, violence,
sexualization, and pop culture icons to promote their
products. Monster also is very unconventional in their
ways of marketing utilizing sponsorships of extreme
sporting events and exclusive event promos. There
is also the use of their own social media that was
dubbed the “Monster Army” which is an action sport
community that draws in extreme sport enthusiasts.
Monster has a solid niche in the way which the
company markets their product. The largest
weakness that Monster faces is also their largest
strength; it is their extreme focus on the male-youth,
without this crucial customer base Monster sales
would rapidly drop-off, forcing a new brand strategy.
10
Strengths
Offers one of the largest can sizes
Uses extreme sport celebrities for promotion
Aggressive marketing strategy
Weaknesses
Diverse product portfolio
Male centered marketing
Contains ingredients not evaluated by FDA
Only holds 1/10 of the energy drink market share
Produced under a larger company
Rockstar 12%
Monster 15%
Redbull 43%
Misc. 30%
11
Competition: Rockstar
Company Background
Rockstar Inc. was started in 1998 with its first product
release (Rockstar Energy Drink) in 2001. Rockstar is
third in terms of market share (12%). The Rockstar
product line includes their energy drink in various
flavors, Rockstar Pink (female oriented adaption),
Recovery Energy Drink, Rockstar RELAX, and
Rockstar Energy Gum.
Rockstar like every energy drink competitor has
claimed to have formulated the ideal formula for
energizing the body as it “supports the active
Rockstar lifestyle”. Rockstar also sought to
differentiate itself from Redbull by providing a
can size twice the size of Redbull’s 8oz option,
although this did not help to effectively differentiate
Rockstar from Monster. Rockstar also is seeking to
differentiate itself by marketing products exclusively
for women, relaxation, hydration, and energy
gum; these are products that Rockstar’s primary
competition does not sell.
Like Monster, Rockstar is almost exclusively marketed
to male youths, the only exceptions being the special
niche product such as Rockstar Pink. Rockstar also
utilizes sponsorships to promote their brand. The
main promotion that resulted in a tremendous spike
in sales was the use of a hip-hop song called “Party
Like a Rockstar”. without this crucial customer base
Monster sales would rapidly drop-off, forcing a new
brand strategy.
One setback Rockstar has suffered is due to the CEO
Paul Revere being the son of a controversial figure
in the political sphere (Michael Savage). This has
resulted in the boycott of the company’s products
several times by LBGT organizations and anti
conservative groups nationwide. Another setback
that has happened was when Men’s Health magazine
named Rockstar the “Worst Energy Drink” to buy,
due to its unnecessarily high calorie count and lack of
anything beneficial to the consumer.
12
Strengths
Large can size
Distributed by PepsiCo
Offers the most flavor options
Weaknesses
Targets some niche consumers (women, athletes)
Rockstar has more calories and sugars than competitors.
No unique selling point
Not well accepted due to CEO familial ties
Ineffective/redundent marketing
Rockstar 12%
Monster 15%
Redbull 43%
Misc. 30%
13
Target Audience
Target Demographic
Demographics
Energy drink companies have a trend with a certain
demographic that has been historically targeted
due to their on-the-go lifestyle and receptiveness
to advertisements for energy products. The target
demographic is as follows: Young Adults, all
ethnicities, males and females, age range 18-34, living
in urban dense areas, with no kids, and not married.
The level of education can vary depending on the
subgroups within the demographic; for example
50 percent of those who are in a college institution
consume energy drinks at least once a month.
•
Young Adults
•
All Ethnicities
•
Males and Females
•
Age 18-34
•
Urban Dense Areas
16
17
Target Psychographic
Psychographic
With such a wide range of consumers who use
energy drinks, there are several different lifestyles
and personalities involved. Based on Maslow’s
Hierarchy of Needs and the Cross Cultural Consumer
Characterization (4Cs) model, the following three
personality types were selected as the core
consumers of energy drink products.
The Explorer:
Full of energy, this personality type favors autonomy,
new experiences, new challenges, and new frontiers.
These people are generally the first to try a new
brand out of their inherent desire for new things.
Explorers for the most part are loyal to brands
that offer differentiation, mystery, excitement,
sensationalism, and instant effectiveness. These
people are normally younger and students of one or
more disciplines.competition does not sell.
The Reformer:
Always seeking freedom from restriction, this
personality type favors personal growth, social
awareness, self awareness, independence, tolerance,
anti-materialism, and non-conformity. These people
are generally aware of a products source and will not
seek out brands that lack integrity or transparency.
Reformers for the most part are loyal to brands that
offer quality, natural simplicity, authenticity, and
harmony. These people are normally self driven, self
educated, and have a background of higher education.
The Succeeder:
Extremely goal oriented, this personality type favors
stability, the status quo, organization, control, and
responsibility. These people generally have a strong
filter for new brands and will not take the risk with a
new brand if it does not offer more stability than their
current one. Succeeders for the most part are loyal to
brands that offer prestige, security, unobtrusiveness,
and stress relief. These people are normally life
experienced and strategic by their own nature.
The Explorer
The Reformer
The Succeeder
•
Autonomous
•
Freedom Seeker
•
Goal Oriented
•
Loves Challenges
•
Socially Aware
•
Unlikely to take risk with new brands
•
First to try new brands
•
Anti Materialist
•
Strategic by nature
•
Favors: differentiation, sensationalism, mystery
•
Favors: natural simplicity, authenticity, quality
•
Favors: prestige, security, and stress relief
Typical Person Profile
18
Profile #1: The Avid Skateboader
Profile #2: The Attorney
Profile #3: The Busy Student
Jake is 5’7”, 19 years old, and a native of Los Angeles
with no kids. Jake works a part time job 20 hours a
week at a skate shop for minimum wage. He is an
avid skateboard enthusiast and plays video games
frequently. Jake tries to find excitement in every
aspect of his life but sometimes does not have the
energy to keep up with his dynamic endeavors.
He has tried several energy drinks but finds that
he is very sick or immediately tired a few hours
after consuming them. Jake has never really been
concerned for his health, but he is looking for a new
energy boost that won’t disrupt his routine just hours
after consumption.
Victoria is 5’6”, 32 years old, and holds a J.D (Juris
Doctor) degree. Victoria works as a full time attorney
for a real estate company out of Chicago. Victoria is
always in the know when it comes to current issues
in society, particularly ones directly affecting her
immediate situation. Victoria often feels trapped in
her routine, so she tries to find freedom by being
active outside of work. Due to increasing demands
from her job she often struggles to maintain alertness
throughout the day. Despite her healthy diet and
lifestyle she still cannot find enough energy to keep
up with the demands of everyday life.
Myra is 5’4”, 22 years old, and a college student with
one year remaining till she receives a Bachelors
degree. Myra does not work as she is able to live off
of her loans until she finishes school. Myra is very
focused on her studies; she does little outside of
analyze and plan for her future. She is determined to
run a corporation someday. She often finds herself
mentally tired and too drained to complete some
of her tasks. Myra is very aware that she needs to
remain healthy in order to achieve her goals so she
does her best not to consume energy drinks. She is
looking for something to give her a boost of energy
without destroying her body.
19
Design Strategy
Observations & Conclusions
Summary
To recap, Campbell Soup Company has decided
to expand their V8® product line into the lucrative
energy drink market. The company has not
expanded into this area of beverages yet so it will
be challenging to oust the leading competitors. The
energy drink market at the moment is 70% dominated
by three main companies and the remaining 30% are
miscellaneous brands; some of which claim to be
healthy alternatives. The companies who dominate
much of the market share (Red Bull, Monster, and
Rockstar) promote their products predominantly
towards male youth; often through sexualization,
violence, and high testosterone activities. It is
uncommon to see an ad from either one of these
three companies unless it is promoting an event
sponsored by them.
Upon observing the target audience some key
examinations were found. First, many of the people
who have consumed or heard about energy drinks
are becoming increasingly health conscious and
aware of the serious health effects that the drinks
can have on an individual. Second, there are three
personality types who consume energy products: the
explorer, the reformer, and the succeeder. Last, the
target audience is very active and often times lack the
energy to keep pace with their lifestyle
•
Market is dominated by 3 companies
•
Brand image is very similar among main competitors
(little differentiation)
•
Companies mainly target male youth
•
Public is becoming more health conscious
•
Psychographic: Explorer, Reformer, and Succeeder
•
Women consumers are at large neglected by most of
energy drink market
•
V8 brand image is radically different than competition’s
Objectives, Design Strategy, & Timeline
22
Business Objectives
The business objectives have been filtered down to
achieve the most effective method of entry into the
energy drink market.
Business objective number one will be to seize in
one year a 15% minimum market share in the energy
drink market. This will be achieved when the target
market is aware that an alternative to their current
selection exists. To meet this objective there will be
a full campaign launched that will include: billboard,
magazine, web banner, ambient, and transit posters.
These mediums were determined based upon the age
and active lifestyles of the target audience.
Business Objectives | Design Strategies
Seize 15% market share in one fiscal year
Comprehensive advertising campaign
Position product as most beneficial source of energy
Targeted messaging: Nutrition, balance, and simplicity
Business objective number two will be to position
V8 Fusion + Energy as the most beneficial source
of energy. This will be achieved with the use of
specific brand associations and targeted messaging.
Nutrition, balance, and simplicity will be central in the
messaging, these attributes associate in a positive
manner with the target psychographic.
Phases
Phase One (July 12-July 26): In this phase the Art
Director will meet with client to discuss business
objectives, budget, and expected outcomes of the
project. Roles are assigned to design team. Once
objectives are established client will approve for
initiation of Phase 2. Cost: $900
Phase Four (August 24-August 28): In this phase the
Art Director and design team will begin to explore
ideas relevant to the research from the marketing
brief. The ideas will then be filtered down to the
three most effective approaches. These three will be
presented to the client for approval. Cost: $3,000
Phase Two (July 26-August 16): In this phase the Art
Director and design team perform extensive research.
The industry, company, competition, target audience.
During this time a SWOT analysis is developed along
with target audience profiles. This is the foundation
to determine the best course of action to solve the
business problem. Cost: $4,050
Phase Five (August 29-September 6): With approval
from client the final solution will be edited and
refined. Client will review before proceeding to Phase
6. Cost: $3,000
Phase Three (August 16-August 23): In this phase
the Art Director and design team develop the final
marketing brief to the client with refined objectives
and design strategy. Client will review document and
determine whether or not to proceed forward to the
next phase. Cost: $600
Phase Six (September 13): In Phase 6 the production
of the final campaign will be executed and delivered
to client. For one quarter after launch the campaign
will be evaluated and assess for effectiveness in
meeting business objectives. Cost: $86,400
Phase 1: Project Orientation
Establish Parameters for project.
Phase 2: Research & Discovery
Research and analyze industry company, competition,
and target audience.
Phase 3: The Marketing Brief
Deliver final marketing brief, with established plan of action.
Phase 4: Creative Exploration
Explore ideas relevant to research, filter down to most
effective approaches. Present for client assessment.
Phase 5: Creative Refinement
Edit and refine final solutions.
Present for client’s final assessment.
Phase 6: Creative Implementation
Production of final campaign and analysis of trends
and market shifts during campaign lifetime.
23
Reference List
Source
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Aisle-13829078/
Campbell Soup Company (2011). 2011 Annual Report. 110.
Campbell Soup Company (2011). 2011 Corporate Social Responsibility Report. 25.
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medicalnewstoday.com/articles/239897.php
Miller PhD, K. (2009). Who’s Getting Wired Up and Why?. 6.
Monster Energy Company (2012). Monster Energy Drink | Home. Retrieved July 24, 2012, from http://www
monsterenergy.com/us/en/home/
Redbull USA (n.d.). Products & Company. Retrieved July 24, 2012, from http://www.redbullusa.com/cs/Satellite
en_US/Red-Bull-Energy-Drink/001242989766321
Rockstar Inc. (2012). Rockstar Energy Drink. Retrieved July 24, 2012, from http://www.rockstar69.com/
Silverstein, B. (2010, November 19). V8 Almost 80 and Still Making a Splash . Brand Channel. Retrieved from
http://www.brandchannel.com/features_profile.asp?pr_id=518
V8 Fusion + Energy (n.d.). V8 Fusion + Energy | FAQ. Retrieved July 12, 2012, from http://vfusionplusenergy
com/FAQ
V8 Juice Retrieved July 19, 2012, from http://www.v8juice.com/Products.aspx
V8 Juice (n.d.). V8 - Home. Retrieved July 19, 2012, from http://www.v8juice.com/OurMission.aspx
Young & Rubicam (2002). Young & Rubicam’s 4Cs. Young & Rubicam’s 4Cs Values Segmentation. Retrieved
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