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Hydroflask Advertising Plan


INTRODUCTION Going Green is now considered to be “trendy” with the increased number of ways one can take part in the initiative. Today, reusable water bottles have transformed as a means for transporting liquids to fashion accessories and statements. As reusable water bottles gain an increase of market shares, the number of companies are also increasing. Key companies that have tapped into this up-and-coming market are S’well and Sigg. While these brands have made impressions among the sustainable-thinking and fashionable youth, their competitive price points have been a drawback for some. Our campaign will focus on Hydroflask, a brand that has taken the west coast by storm. It differentiates itself from its competition by marketing specifically towards a specific camp-the campers and the outdoorsy people-and a cheaper price point. Due to their narrowly defined consumer demographic, Hydroflask fails to reach key market segments that are looking for a reusable and cheap everyday bottle. By shifting its current target audience, Hydroflask will enhance its brand awareness.


BRAND OVERVIEW ● ● ●

Founded in Bend, Oregon by Travis Rosbach and Cindy Morse in 2009; The current CEO is Scott Allan Brand vision redefined in 2012: create a “fun, active, lifestyle brand and to be a brand that does the right thing, not one that just sells a lot of water bottles”1 Experienced manufacturing difficulty in 2013-2014 ○ ○ ○

Phase I: Initial improvement on production involved a toxic step Phase II: Development of proprietary sealant, TempShield, for their product was not up to par Result: $1 million spent in extra costs to produce bottles; loss of $2 - $3 million in sales; out of stock on some items for months

By early 2014, demand met with quality seeked, but competitors have made their mark in the marketplace by this point


SITUATION ANALYSIS | PRODUCT CATEGORY ● ● ● ●

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Reusable water bottle market Primary competitors: S’well, Klean Kanteen Secondary competitors: Sigg, Waves Sales are growing: Recently bought out for $210 million and projected net sales for 2016 calendar year at $70 million - an increase from its $65 million net revenue the previous year2 New companies, such as S’well, are entering the marketplace Issues facing the category: Novelty item - few people really need a water bottle that can keep liquids cold for 24 hr, but it can be perceived to be cool to own and can make the owner feel a part of a group Category sales: US $7.04 bn3


SITUATION ANALYSIS | TRENDS AND IMPLICATIONS Banning bottled water sales on college campuses “More than a dozen colleges and universities have taken the extraordinary step of banning sale of bottled water on campus”4 and are influenced by student organizations that promote tap water as an alternative.

Sustainable Fashion The increased interest in taking part in the eco-friendly initiative through fashion-oriented ways. Style and functionality go hand-in-hand.

e-Commerce Online shopping is favored over in-store purchase due to fast and easy accessibility.

Music, Food and Art Festivals Attendance of festivals nationwide are increasing. It s a prime time/venue for different businesses to advertise their products and services to Millennials.

User Generated Content (UGC) Businesses are encouraging consumers to share their experience with their products. “86% of millennials say that UGC is a good indicator of the quality of a brand, and that 68% of social media users between the ages of 18 and 24 take into account information shared on social media when they make a purchasing decision.”5


SITUATION ANALYSIS | BRAND ASSESSMENT PRODUCT: Insulated steel bottles. Styles available: Hydration, coffee, beer and food

PRICE: Standard bottle (18oz) US $26 DISTRIBUTION: - Hydroflask.com - Minimalistic, easy to navigate, visually Appealing - Showcases different styles - Retail stores:

PROMOTION: -

Appeals to outdoorsy people Roundhouse Agency for Hydroflask - “Bring the Party Outdoors”6 - “Fresh Air. Fresh Food”6

SWOT ANALYSIS SUMMARY STRENGTHS ● ● ●

Numerous designs and color Insulation allows for long term temperature control Durable water bottle

WEAKNESSES ● ●

Heavy Added maintenance if compared to disposable water bottles

OPPORTUNITIES

● People are becoming more environmentally aware ● Growing market for fashionable water bottles THREATS ● Decline in public water fountain water quality ● Negative stigma with goods produced in China


SITUATION ANALYSIS | COMPETITORS Klean Kanteen

S’well Est. 2010 (17oz): US $35 Distribution: Online store, Nordstrom, Bloomingdale’s, Amazon, Urban Outfitters, J Crew7

Sigg Est. 1908 (16oz): US $41.75 Distribution: Online store, REI, Walmart, Amazon9

Est. 2002 (16oz): US $30.95 Distribution: Online store, REI, Whole Foods, Amazon, Target8

Waves Est. 2012 (24oz): US $34 Distribution: Online store, Amazon10


COMPETITIVE ANALYSIS Reusable water bottle market valued at US $7.04 billion Consumer Insight on Competitors

The chart above indicates the cost of water bottles among the company’s key competitors; it is clear that Hydoflask offers the cheapest price point for consumers.

“I use my Sigg bottle whenever I go camping or skiing, but I’ve never used it on a day-to-day basis” - Daniel Bieker 11 “S’well bottles are unlike other reusable bottles - they offer designs that are stylish and are sold in trendy retail stores. The only drawback is their price.” - Tiffany Cheng 12 “I’ve never seen someone use a Kleen Kanteen bottle - maybe it’s because they only sell it in certain locations and they have limited advertising?” - Margot Mennestraut 13

Popular Reusable Bottle Brands

The chart above shows the distribution of reusable bottle brand choice. 30% of respondents use S’well while only 10% use Hydroflask.14


COMPETITIVE ANALYSIS

S’well “The S’well Experience”

Sigg 15

Sales: US $50 million (2015) Double-walled stainless-steel water bottle that keeps cold drinks cold for up to 24 hours and keeps hot drinks hot for up to 12 hours.16

“All you need is Sigg” Sales: US $60-100 million (2009)17 Top quality stainless steel that is both odor and taste neutral keeps consumers stay hydrated on-the-go: Keep beverages cold for over 24 hours and hot for over 18 hours.18

Klean Kanteen

“Klean makes solutions” Sales: US $44.3 million (2015)19 First stainless steel, BPA-free, reusable water bottle Double-wall vacuum-insulated construction keeps contents hot 12 hours, or iced 40 hours.20


COMPETITIVE ANALYSIS Klean Kanteen

“We firmly believe less is more”

Steel, silicone, and bamboo used instead of paint or plastic, making it a non-toxic solution to plastic bottles. Appeals to consumers adopting eco-friendly lifestyle behaviors.

Sigg

“Become SIGGnificant”

Promoting a lifestyle rather than the specific bottle. Appeals to active consumers.

In conclusion, most competitors stress benefits of their product and the lifestyle associated with using it and all fail to appeal to every demographic.

S’well

“The only reusable water bottles that look great and do good” Focuses heavily on product design sleek design makes this water bottle a fashion statement and also promotes the company's charity work. Appeals to consumers following the latest fashion trends.


TARGET AUDIENCE MILLENNIALS Born Between:21 1980

2000

What they buy: Reluctant to buy items such as cars, music and luxury goods. Instead, they’re turning to a new set of services that provide access to products without the burdens of ownership, giving rise to what's being called a "sharing economy."21

What they wear…

57%

Compare Prices in Store21

What they do...

The generation that lives online, buys online.

Graph: % that buy online

21

What they use...


TARGET AUDIENCE | MRI+DATA FINDINGS ●

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Women in the age group 25-34 that have attended college 22 Income bracket of $75,000 $150,000+ 23 High consumers of travel and social magazines and websites 24 Tend to visit Buzzfeed - a “social news and entertainment company” 25 Picture credit: Hydroflask Instagram


TARGET AUDIENCE | REDEFINING BASED ON RATIONALE 1. Sustainable activism is prominent across college campuses across the nation - some colleges have completely banned the sale of bottled water 2. The most popular reusable bottle is distributed in stores that have their target audience age range set at 18-30 Taking these points - as well as other trends mentioned earlier - into account, we believe that our target audience should expand to 18-34. By broadening our target age group, we must also consider their behaviors and attitudes.


TARGET AUDIENCE | PRIMARY RESEARCH METHODOLOGY AND FINDINGS

We conducted a survey through Google Form, a Twitter poll and in-person/ phone interviews with individuals that our within our target audience. Google Form Survey Results 26 ●

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Aware of Hydroflask yet only a small portion have purchased their products. Majority purchase their water bottles online Common reusable bottle among respondents: Camelbak, S’well, Sigg Average price people were willing to pay for a reusable water is $24.50 - price point of Hydroflask Brand name has greatest influence on reusable bottle choice

Twitter Poll Results ● We released the question, “What’s considered IN today: music festivals or concerts?” ○ 83% of respondents selected music festivals “Music festivals aren’t only about the music - it also involves immersion in the latest trends in fashion, food, etc.” - Anonymous

Interview Results 27 ● ●

Interviewed a total of 32 people Purchase behavior influenced by friends’ posts on Instagram or on ads in Vogue and Cosmopolitan Social media platform they identify themselves the most with is Instagram - a place where UGC is making a footprint Aware and have made travel choices around famous mural ads in cities such as Miami, Los Angeles and New York.


TARGET AUDIENCE | CONSUMER INSIGHT Through Google Form, a Twitter poll and in-person/phone interviews with individuals that our within our target audience, we have learned that our consumers are only vaguely aware of the Hydroflask brand and few have actually purchased their products. Instead, consumers tend to use Camelbak, Swell, and Sigg bottles. However, when asked how much one would be willing to pay for a reusable bottle, consumers responded with prices that are in Hydroflask’s price point, which is lower than competitors. This may be due to the importance that the brand has over price in relation to respondent’s purchase decisions.

Picture credits: Hydroflask Instagram


PROBLEM TO BE SOLVED AND KEY INSIGHT The problem to be solved is brand awareness of Hydroflask. Given the marketing strategies of competitors, specifically the unique distribution locations and advertisement placements, Hydroflask has been overshadowed. The key insight we uncovered was that consumers are keen on taking part in User Generated Content on their respective social media accounts. Whether that’s by posting something to be featured on a brand’s social media account or taking photos in front of iconic brand murals in multiple cities, social media is the instigator of Word-of-Mouth advertising in our target audience.


POSITIONING STATEMENT Hydroflask, the BPA-free, insulated reusable bottle, is a cool and trendy brand that appeals to an active, eco-friendly lifestyle.

Picture credit: Hydroflask.com


ADVERTISING OBJECTIVE Increase Hydroflask’s brand awareness among everyday consumers through a multimedia campaign that centers around the hashtags, #KeepItHot and #KeepItCool


CREATIVE STRATEGY We are talking to...

Consumers in the 18-34 age group that are middle to upper class with a relative amount of disposable income. Highly involved with tracking trends and current events on social media.

Single benefit the advertising is promising…

Hydroflask products are the trendy alternative to bottled water consumption.

Why the consumer should believe us… Hydroflask is the most cost-effective reusable bottle brand, priced at $25.95 (18 oz) with a lifetime warranty. Also, it is BPA-free and keeps liquids cold up to 24 hours or hot up to 6 hours. In addition, customization options, such as color and size, are key selling points of this brand.

What the consumer thinks now... Current perception of Hydroflask: ● Camping product ● Unknown - other reusable bottle brands have placed their mark in the market place


CREATIVE STRATEGY What we want the consumer to think after seeing the advertising...

Hydroflask products are the new “must-have” products among everyday people. The transition coming from the hashtag campaign should change the target from campers to consumers involved with the latest trends.

Our brand personality: Simple, but sophisticated. Guidelines ● ● ● ●

Tone of creative executions: Cool Style: Monochromatic color schemes with minimal text Copy should invite consumers to share their take on the hashtags #KeeepItCool and #KeepItHot Minimalistic and straightforward


MEDIA PLAN WHAT: Our Slogan, “Keep it Cool. Keep it Hot,” references Hydroflask’s insulation technologies as well as the bottle’s trendy and fashionable design. WHEN: Our advertising will start in April and end in late September and then start again in December and end in February. Summertime is when people tend to travel and are most active. People need a reusable water bottle for those hot summer days. In addition, students need to bring cold water or hot coffee with them class, so our goal is to make Hydroflask a back to school essential. In the wintertime, people like to go skiing and partake in winter activities so they need an insulated canteen to keep their coffee or hot chocolate warm. Additionally, since the holidays take place during the winter the campaign can inspire consumers to chose Hydroflask as the perfect gift for their loved ones. RECOMMENDED MEDIA: Our target audience spends their time checking social media, keeping up with trends, and living an active lifestyle. Therefore, we plan on reaching them by, first, posting an ad on the company’s social media accounts that encourages Hydroflask’s followers to post a picture of them with their Hydroflask for a chance to be featured on the company's accounts. Second, we are going to place print ads in magazines because our target audience will see the ads when checking trends. Finally, we are going to place outdoor ads in urban hotspots both in the summer, nearby beach cities, and in the winter, in popular skiing destinations, so that our target audience can see the ads when they are walking around and take pictures with the murals and be encouraged to share them with their friends.


MEDIA PLAN RECOMMENDED MEDIA VEHICLES: Print Ads: Magazines We would implement our campaign in pop-culture and fashion magazines because according to MRI data, our target audience are women in the age group 25-34 who use “social magazines.” These magazines include, but are not limited to: People Magazine, US Weekly, and Vogue. Also, according to MRI data a high number uses travel magazines so we would include our ads in National Geographic and Traveler. Social Media: Instagram According to MRI data, consumers are high users of social websites. We chose to reach our audience through instagram because it is free, focuses on photography, and is a widely used social media platform. On Instagram, users are allowed to share pictures, message one another, tag each other, and use hashtags. By posting a picture on Hydroflask’s instagram and prompting followers to use the hashtags mentioned in the ad, Hydroflask can interact with its consumers. Outdoor Media: Murals We chose to create murals with our ads in urban hot spots to reach our target audience. Though unconventional, we believe that they will capture the attention of people walking by and encourage them to stop and take a look and take a picture with it. Unlike billboards that can be seen from highways, the murals will be eye level on walls so that our active target audience can see them as they are walking or biking around the city. Murals rather than billboards will allow people to be interactive with the ad and take pictures in front of it, which will further disperse our ad. Over the summer, we plan to have murals in Venice, Santa Monica, Boston, Brooklyn, Miami, and Austin. These cities are hotspots for music, food, and art festivals, so they attract a lot of young people. Over the winter, we will place the murals near by cool ski lodges in cities such as Aspen, Boulder, Park City, Tahoe. These winter destinations are also famous for music festivals and food festivals, which appeal to our trendy target audience.


CREATIVE EXECUTION | PRINT ADVERTISEMENTS

Original Graphics


CREATIVE EXECUTION | INSTAGRAM CAMPAIGN

Original Graphics


CREATIVE EXECUTION | MURAL ADVERTISEMENTS

Original Graphics


APPENDIX | ENDNOTES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27.

Supplementary information is available here Supplementary information is available here Supplementary data is available here Supplementary information is available here Supplementary information is available here Images from the advertising campaign is available here Data taken from S’well official website Data taken from Klean Kanteen official website Data taken from Sigg official website Data taken from Waves Gear official website Facebook poll about reusable bottle brand popularity. See Appendix | Primary Research Part A Interview about social media's effect on purchasing behavior_ Daniel. See Appendix | Primary Research Part B Interview about social media's effect on purchasing behavior_ Tiffany. See Appendix | Primary Research Part B Interview about social media's effect on purchasing behavior_ Margot. See Appendix | Primary Research Part B Supplementary information is available here Data taken from S’well official website Full article can be read here Data taken from Sigg official website Supplementary data is available here Data taken from Klean Kanteen official website Supplementary data is available here See Appendix | Secondary Research See Appendix | Secondary Research See Appendix | Secondary Research See Appendix | Secondary Research Google form about reusable bottles sent to members of our target audience. See Appendix | Primary Research Part B Interview about social media's effect on purchasing behavior. See Appendix | Primary Research Part B


APPENDIX | BIBLIOGRAPHY

D’Urso, G. Urban Outfitters to Anthropologie: From Hipster Grunge to Hippie Chic. Drexel.edu. Retrieved from http://services.library.drexel.edu/static_files/dsmr/D'urso%20final.pdf Fishman, C. (2012, May 17). U.S. Bottled Water Sales Are Booming (Again) Despite Opposition. National Geographic. Retrieved from http://voices.nationalgeographic.com/2012/05/17/u-s-bottled-water-sales-are-booming-again-despite-opposition/ Kolesnikov-jessop, S. (2009, July 24). Can Aluminum Bottles Replace Throwaway Plastic? The New York Times. Retrieved from http://www.nytimes.com/2009/07/25/business/energy-environment/25iht-spot25.html Roberts, D. (2014, October 9). How S’well Swelled. Fortune. Retrieved from http://fortune.com/2014/10/09/sarah-kauss-swell-water-bottles/ Stuart, A. (2015, October 14). How a $35 Million Water Bottle Company Overcame a Toxic Mistake. Inc.com. Retrieved from http://www.inc.com/alix-stuart/2015-inc5000-how-this-company-overcame-a-toxic-disaster.html Helen of Troy Announces Agreement to Acquire Hydro Flask [Press release]. Retrieved from http://www.businesswire.com/news/home/20160229005806/en/Helen-Troy-Announces-Agreement-Acquire-Hydro-Flask%C2%AE Hydro Flask with Roundhouse Agency [Blog post]. Retrieved from http://www.agencymj.com/blog/category/ty-milford-hydro-flask-teaser Klean Kanteen Company Profile. Owler {Data file]. Retrieved from https://www.owler.com/iaApp/269532/klean-kanteen-company-profile Klean Kanteen Official Site. Retrieved from https://www.kleankanteen.com/ Leisure/Sports > Camping Equipment > Beverage Containers Household Owns. GfK MRI SMARTSystem. Retrieved from https://www-gfkmrismartsystem-com.ezproxy.bu.edu/UniversityReporter/Report.aspx Map of Campaigns. Ban the Bottle. Retrieved from https://www.banthebottle.net/map-of-campaigns/ Millennials: Coming of Age. Goldman Sachs. Retrieved from http://www.goldmansachs.com/our-thinking/pages/millennials/ Reusable Water Bottle Market (Material Type - Polymer, Metal, Glass, and Silicone; Distribution Network - Supermarket/Hypermarket, Independent Stores, and Online Sales; Primary Usage - Everyday, Sports, and Travel) - Global Industry Analysis and Forecast 2016 - 2024. (October 2016). Transparency Market Research. Retrieved from http://www.transparencymarketresearch.com/reusable-water-bottles-market.html SIGG North America Official Site. Retrieved from https://sigg.com/ S'well Water Bottle Official Site. Retrieved from http://www.swellbottle.com/ What is User Generated Content (and Why You Should Be Using it) [Blog post]. Retrieved from http://www.tintup.com/blog/user-generated-content-definition/ Waves Gear Official Site. Retrieved from https://www.wavesgear.com/collections/insulated-water-bottles


APPENDIX | PRIMARY RESEARCH PART A FACEBOOK POLL Respondents’ were asked which reusable bottle brand they currently own. The results were the following:


APPENDIX | PRIMARY RESEARCH PART B GOOGLE FORM QUESTIONS 1. Age 2. Gender 3. Average time spent exercising or doing activities outdoors per week 4. Do you have a reusable water bottle? 5. What do you use your reusable water bottle for? 6. What kind of reusable water bottle do you own? 7. How often do you purchase a reusable water bottle? 8. Where do you purchase reusable water bottles? 9. On a scale of 1 to 10 how important is insulation for water temperature control in your choice of water bottle. 10. How much would you spend on a reusable water bottle? 11. Are you familiar with Hydroflask? 12. Which one of these three factors has the greatest influence on your purchase: Design, price, or brand.

INTERVIEW QUESTIONS 1. Where do you get your inspiration when making fashion decisions? 2. What magazines do you read? 3. Which social media platform do you identify yourself the most: Twitter, Facebook, Instagram, or Snapchat? 4. How impactful is User Generated Content for you? Has it affected any of your purchasing decisions? 5. Are you aware of the uprising trend of mural advertisements by certain companies? Did the advertisement/s impact your purchase behvaior when the time arose? 6. Give us any comments you have on the following reusable bottle brands: S’well, Sigg and Klean Kanteen.


APPENDIX | SECONDARY RESEARCH MRI DATA


Ad plan presentation