Smartwater Ad Plan by jenam

David Watta, Account Manager Jena Moore, Account Planner Lyric Clark, Social Media Coordinator Kristina Vega, Creative Director Mershonda Williams, Strategist Kierra Stone, Production Manager Introduction to Advertising Kevin Christophersen Wednesday, May 15, 2013

Table of Contents Company Overview 4 Demographics 4 Psychographics 4 Ethnographic Evaluation 5 SWOT Analysis 7 Creative Strategy 8 Advertising Campaign 9 Social Media Campaign 13 Integration 14 Appendix I: Expanded Ethnographic Evaluations 15 Appendix II: Social Media Contest Questions 19 Works Cited 21

Company Overview Glaceau opened its doors in 1996 as a privately owned beverage company

distributing their products in small health-‐food stores. Introduced in 1996 as Glaceau’s first product, Smartwater experienced impressive sales figures in its début catching the attention of the Coca-‐Cola Company. Now, Glaceau operates as a private subsidiary of the Coca-‐Cola Company relying on Coca-‐Cola’s distribution agreements in supermarkets throughout the United States. In 2011, the Smartwater brand reported a 28.1% growth in sales holding 45% market share in the premium bottled water category. (BevIndustry) Most popular in the Western and Southern Regions of the United States, Smartwater remains an industry leader in the premium bottled water category.

Demographics

Target Market • Married • Lives in South and West areas of U.S. • Homeowner with home value between $200,000 and $500,000 • Caucasian American • Age 18 to 54

Psychographics Our consumer enjoys staying up to date on their news. To accomplish this goal, they watch channels such as CNN and Fox News. They also gather news from reading newspapers daily both online and in print. We also know that our consumer enjoys learning and stays informed about the world around them by subscribing to National Geographic. For leisure, our consumer enjoys watching networks such as: USA, TNT, A & E, Food Network, Animal Planet and ESPN. The reality of television is appealing to our consumer, as they draw upon their own inspiration from others past experiences. Our consumer is a “Do-‐it-‐Yourselfer” and enjoys the gratification of creating their own atmosphere.

Ethnographic Evaluation Our group looked at four different locations including CVS, Target, 7Eleven, and Urban Grocers. While visiting the stores, we observed the surroundings such as space, people, interactions, and the placement of our product. We found a lot of similarities and differences between all four stores. CVS is a pharmacy that offers products mainly for convenience. We noticed that the space was a very typical drug store atmosphere, nothing elaborate or spectacular. The lighting was a typical fluorescent light that seemed to brighten up the store in an unfavorable way. While observing the atmosphere given off by s hoppers, we noticed a difference between the men and the women. The men ranged from ages 20-‐35 and the women were in their younger 20's. The men were more dressed in business casual, while the women were dressed down in casual wear. A majority of the customers entering the store came by themselves. A lot of them were in and out, and made it very obvious that they came in the store for a specific product and they were in a rush to get it and go. While looking at where our product was placed we noticed it was in two areas, which was a refrigerated section and a non-‐refrigerated section. The Smartwater on the shelves looked half empty and unorganized. The displays were old and boring. Target was somewhat similar to CVS. All of the water was in the rows together right across from the booze. It was in a place that was hid and difficult to find. The top shelf was easiest to spot just because of the simple fact that it reflected under a bright light, and our product was hidden at the bottom where it was dark and dim. Many people walked straight by the water. There was an older crowd present at this Target location during our observations. People really didn't interact much. They came to get what they were looking for and left. The only interaction was between the employee's and customers. 7eleven atmosphere was very quiet. There were not many people in the store. Many of the customers were Caucasian and ranged from as young as 18 to as old as 60. There were a total of 3 people in the store, besides the two employees. The store was very small and everything was easy to find. Along the wall near the last aisle were the refrigerators containing beverages. The alcohol and the water in the store received priority placement. Beyond the counter next to the register was a locked shelf where alcohol was placed next to that was a small refrigerator that was filled with Smartwater.

Urban Grocers is a small local grocery store located in proximity to a handful of urban Chicago college campuses. Besides groceries, there are many convenience products sold here. The atmosphere of the store wasn't very inviting and there was no interaction whatsoever. The walls were plain and white and the lighting was adequate throughout the store. There was no music being played making the store feel more unwelcoming than it was. Many of its customers came in and out looking for a specific item. They ranged from 18-‐22, many of them being of African American decent, as well an equal minority mix of Caucasians and Mexicans. There was no interaction between the customers simply because there was not more than two customers in the store at the same time. The employees weren't very friendly. Not greeting the customers as the came in or left. The products throughout the store were easy to find. It was very organized and labeled accordingly. The Smartwater was placed in the refrigerator right next to the other bottles of water. It was at eye level making it easier to find and it stood out. Our group found a lot of negatives and positives things while observing each store individually. What all of the stores had in common was the little to no interaction. All of the customers went into the store for a specific reason and left immediately afterwards. We’d like for there to be a sense of need and urgency for our product. Most of the stores were dim and didn't feature Smartwater at all. It is our recommendation that Smartwater better utilizes their in-‐store product displays highlighting the benefits of Smartwater so that the consumer can understand. This way, when customers do come in the store, they have no choice but to direct their attention to our product over the competition. This will also create product awareness, achieving one of our major campaign goals. SmartWater should be placed at eye level on the shelves so it can be easy accessible. There were many a minor problems in each of the stores that had a major effect on our product. We plan on creating product awareness, desire, and conviction to differentiate us from all of the other products throughout the store.

SWOT Analysis

Strengths 1. SmartWater has added benefits. (Vapor distilled, electrolyte enhanced) 2. Unique name and position over competition. (Bottled water, sports drinks) 3. Past celebrity endorsement deal. (Which helped the brand gain notoriety) 4. Owned by a large parent company. (Coke) Weaknesses 1. Private brand 2. No obvious differentiation between regular bottled water and SmartWater. 3.Not flavored Opportunities 1. Expand the brand and develop new product lines 2. Pairing with a non-‐profit organization 3. Keep following trends observed by health conscious consumers Threats 1. Intense competition for bottled water 2. Water filtration systems (Brita etc.) 3. Enhanced water/Sports drinks

SmartWater Creative Strategy OBJECTIVE What is this communication going to accomplish? • Educate to persuade 15% of our target audience that SmartWater is a necessary part of rehydration. • Clarify the perceived benefits of our products through education. CONCERN What’s the real problem? The average consumer isn’t that aware of the benefits of our ingredients. We look to clarify the perceived benefits of our products through education. TARGET AUDIENCE PROFILE Who is it among? Our target consumer enjoys self-‐growth through staying informed about what’s going on in the world through networks such as CNN, Fox, The History Channel, and the Food Network. The reality of television is appealing to our consumer, as they draw upon their own inspiration from others past experiences. Our consumer is a “Do-‐it-‐Yourselfer” and enjoys the gratification of creating their own atmosphere. POSITIONING STATEMENT What’s the single-‐minded proposition? For men and women, SmartWater is the bottled water that delivers just electrolytes because only SmartWater provides healthy energized rehydration without the sugars or sodium. REASONING Why might they talk about this idea? Based on the current health-‐conscious trends consumers are following, we believe that by educating the consumer on the benefits of our product, that they will be motivated to purchase SmartWater. We feel like the hype of this trend will gain positive awareness for our brand and that our consumer will be more inclined to listen because of the trend. SUPPORT What keeps the conversation going? The health trend is extendable in itself, but we believe that those consumers who make healthy lifestyle choices will continue to make healthy lifestyle choices regardless of the popularity of the trend. Since our product is a “clean” consumption, meaning that there is nothing unnatural added, we feel that those living a healthier lifestyle will be more willing to embrace our product over others.

Advertising Campaign Traditional Bus Wrap – This form of advertising will consist of wrapping the outside of a single-‐car bus with a printed high-‐definition image of a Smartwater bottle. On the back of the bus, the “be smart. drink smart.” slogan will be displayed along with the words “Smartwater gets you farther!” The intention of this advertisement is to better educate our consumers on the rehydration process highlighting the simple fact that our product does it better. The bus wrap, as apart of a series of public transportation marketing efforts will be featured simultaneously in 10 larger metropolitan areas within the US market. These cities are located in regions this brand is more popular in, cities such as: Houston, Chicago, Los Angeles, Miami, Dallas, Seattle, San Francisco, Denver, Austin, and Boston. Print Media – To keep the message consistent, we’d like for our print advertisements to mock the theme of our television spots. Our print media will be featured in publications such as Good Housekeeping, National Geographic, Family Circle, and Readers Digest and will highlight the difference in clarity experienced by those who consume Smartwater over the competition. The image will show Ashley, a college student, leaving her classmates and teacher in awe by solving a difficult mathematic equation in front of the class. The image will show students in disbelief as Ashley takes a big drink of her Smartwater. With the wind blowing her hair back, the copy of the print advertisement will read: “be smart. drink smart.” A/V Media – Storyboard Television commercial segments to air on the following networks: • ABC-‐The Chew (12-‐1 pm) • ABC-‐The View (11am-‐12pm) • Food Network-‐Barefoot Contessa (11am-‐12pm) • Food Network-‐Chopped (7pm-‐8pm) • A & E-‐Duck Dynasty (8-‐9pm)

A/V Media – Storyboard (30 Second TV Spot) Scene 1 V: Full shot on classroom. Students look bored and depressed. Colors are dull. A: Teacher is talking with a Charlie Brown-‐ like voice.

Scene 3 V: View of classroom from Ashley’s viewpoint. The classroom is now bright and lively. A: Teachers voice becomes clear.

Scene 5 V: Ashley goes up to the board and finishes a very complicated equation, drops the chalk. A: Chalkboard noises, swishes and fast swoops.

Scene 2 V: Zoom in on Ashley (student) as she takes a sip from her SmartWater. A: Teachers voice is faded but still audible.

Scene 4 V: Ashley raises her hand A: Teacher says Ashley’s name.

Scene 6 V: Students stare in amazement. A: “Can’t touch this” by MC hammer plays audibly in the background, raising to full volume sound.

A/V Media – Storyboard (30 Second TV Spot)

Scene 7 V: Ashley walks back to her seat. Slow motion. Air blowing her hair back. She takes another sip of her SmartWater. A: “Can’t Touch This” by MC Hammer

Be Smart. Drink Smart. Scene 9: V: Fade white around logo. Words “Be Smart. Drink Smart.” appear on screen. A: Voice over-‐ “ SmartWater: Be Smart. Drink Smart.”

Scene 8: V: Zoom in on SmartWater logo. A: “Can’t Touch This” by MC Hammer

Scene 10: V: Fade to white A: no sound

Non-‐Traditional Subway Flasher – This form of non-‐traditional advertising will require the acquisition of special media spots not regularly available to most companies. It requires the instillation of a series of backlit panels in which high-‐resolution images will be placed over. The concept of this type of advertisement is to surprise the consumer with a semi-‐interactive placement within the subway transit tubes. As the train takes off from the platform and reaches traveling speed, the advertisement will begin. At window level, images of a woman running against the train will be displayed. As the train passes the individual panels, a moving image will be viewed by people inside the train. The woman in the advertisement will run against the train, take a drink of her Smartwater, and then race ahead of the train and out of view.

The subway flasher, as apart of a series of public transportation marketing efforts will be featured simultaneously in 10 larger metropolitan areas within the US market. These cities are located in regions this brand is more popular in, cities such as: Houston, Chicago, Los Angeles, Miami, Dallas, Seattle, San Francisco, Denver, Austin, and Boston. Bus Shelter -‐ (2) Two-‐sided clear glass/plastic panels. One filled with SmartWater, the other filled with the amount of sugar consumed in one year drinking the sugary alternative/competition. Water Panel Outer-‐display copy: “Smartwater. be smart. drink smart.” Be Smart. Drink Smart.

Hydrating with

sugar? The amount of sugar consumed by drinking o ne Gatorade a day for an entire year.

Inner-‐display copy: “Hydrate the natural way. SmartWater provides the hydration your body needs without any of the unnecessary impurities.”

Sugar Panel Outer-‐display copy: “Hydrating with sugar? The amount of sugar consumed by drinking (1) Gatorade a day for one year.” Inner-‐display copy: “The amount of sugar consumed by drinking (1) Gatorade a day for one year. Make the switch, hydrate the SMART way.”

The bus shelter, as apart of a series of public transportation marketing efforts will be featured simultaneously in 10 larger metropolitan areas within the US market. These cities are located in regions this brand is more popular in, cities such as: Houston, Chicago, Los Angeles, Miami, Dallas, Seattle, San Francisco, Denver, Austin, and Boston.

Social Media Campaign The “be smart. drink smart.” contest/campaign looks to engage social media followers through an interactive series of trivia questions. Every day for two weeks, one question will be integrated within a Facebook application, pulling user information such as name, age, email, demographic, and friend activities for further internal marketing research. As an incentive for users to participate, there will be prizes, some of them focusing in on the ‘smart’ theme (i.e. smartphone, smart-‐car.) Users will submit their answers daily and those who answer correctly will have the option to either be entered to win the prize for that day or continue the challenge into the next day. As users progress further into the game, the trivia questions become more difficult, corresponding to the value of the prize being offered. Prizes: 1. Coupon to redeem a free bottle of Smartwater from Target 2. Receive a free case of SmartWater 3. $25 gift card to Barnes & Noble 3. Receive an AT&T iPhone 5 with 2-‐year service contract 4. Receive a $1,500 scholarship 5. Receive a $5,000 scholarship 6. Grand prizewinner will receive a brand-‐new 2014 Smart Fortwo Pure Coupe or $10k cash prize equivalent. Message • The intention behind our message is to reward those who make smart decisions, like drinking Smartwater brand water. Goals • Increase active user membership by 225% for the duration of the “be smart. drink smart.” campaign. • Increase the amount of viral and organic content by 70%, minimizing paid reach to 30%.

Audience • Target Market: M/F Caucasian Americans 18-‐54, highlighting 18-‐25 year olds as main contest participants • Facebook is the primary social media platform, as a majority of our target market frequents it over Twitter. Measurement • Facebook: Facebook Insights, Export.ly • Twitter: Klout, Tweetdeck • YouTube: YouTube Insights • Cross Platform Tools: Hootsuite, Radian6

Integration When communicating our objective to the consumer, it’s important to make sure that all of our materials work cohesively together to promote Smartwater. In order to accomplish this task, we must stick to a common theme. The “be smart. drink smart.” campaign may be comprised of many different components, but will work together to promote the same message. By the use of QR codes, we plan to promote the social media contest in our print advertising, as well as in our non-‐traditional efforts. A QR code will be placed on our bus shelter instillations encouraging viewers to visit our contest website. Working together, consumers will have the opportunity to become more knowledgeable about our product, thus furthering the success of our campaign.

Appendix I: Expanded Ethnographic Evaluations CVS

The store has a layout with two entrances on different sides. One enters into the area where products such as makeup, toiletries, and other household items are sold. The other entrance opens to a beverage department that includes water, juices, alcohol and etc. The decoration isn’t very elaborate and has a typical drug store atmosphere. The lighting is typical fluorescent lighting and there’s a total of 5 aisles that have drinks (including alcohol). There is no furniture and the color that is mainly present in the store is red. Carpet is also laid throughout the entire store. There are multiple different types of people that are represented in the store. Some specific types are men from the ages from 20-‐35 and women in their lower 20’s. Of all these people, there is only one non-‐white person. The men are typically dressed in suits and the women are dressed down a bit more. I counted a total of 10 people in the area of our product; however, that does not account for the total number of customers in the store. Most customers are only entering the store by themselves. I notice some interaction between the customers and workers, but the extent of the conversation is only to ask where is something is located or to help with a self-‐serve purchasing station. Some customers are on their phone. People don’t seem to be too friendly and some workers seem less than enthused to be interacting with the customers. Overall, the people of this retail setting seem set on coming into the store for a specific purpose and leaving as soon as they can. Speaking specifically about SmartWater, the product could be found in two places. When you walk into the store there’s six fridge sections that hold milk, juice, eggs, etc. SmartWater is located in bottles there and in the un-‐refrigerated section as well. They are on an end cap and have a sale ‘3 for 4’. The shelf is half empty and not very organized, but this is not uncommon in the store. Many of the displays look old and boring. Some displays are overloaded and some are half empty. There are many bright yellow sale signs displayed throughout the store. There are also plenty of clearance sections as well. I chose not to interact with any of the customers and I had no one come and interact with me. I felt rushed due to the fact that almost every person in the store was in a hurry and assumed that you would move out of the way for them. It was a bit annoying as well. As I left, I had a worker say ‘Have a nice day’. Overall, this study showed me that there are specific reasons why people come into a drug store. The study also showed that people don’t have intentions of browsing in stores like this. One variable that I believe might have varied was the time and day that I observed the store. The customer clientele might differ on a weekend vs. a weekday, or morning vs. night.

Target

Inside of Target, Smartwater is located on the bottom two-‐shelves of a bottled water display in the grocery section. Above the Smartwater was some type of fruit water, and right across from the water was where the alcoholic beverages were displayed. The lighting inside the Target store was bright. I had to ask a sales associate where the water was located, because I couldn’t seem to find it at first. When I first located the water, I saw what looked like to be a Indian couple purchasing some Ice Mountain water which was at the top of the shelf (easy to spot.) It took at least 8 minutes for anybody to come in the aisle I was in. As time passed, a middle aged foreign couple came by holding hands. It would seem as if they were looking for something specific, though I couldn’t tell what it was exactly because they were speaking in a different language. All of the consumers I sampled seemed to not be interested, or seemed to not notice Smartwater. Shoppers were not interacting with each other, just coming to get what they needed and leaving. At the time of my visit, there seemed to be a lot more older couples in the store than younger shoppers. I did notice that the employees were very helpful. For example, this man was looking for something that that Target store didn’t carry, so the employee suggested he go to the target on Roosevelt to find what he was looking for because of the selection. The product was not categorized in a way that made sense. The water was in it’s own place on the bottom of the shelf. I was shocked to see that the Ice Mountain water was placed at the very top of the shelf under the bright light. From the looks of what was left, the Ice Mountain display had been shopped. The only people I interacted with were the Target employees I spoke with to find the location of the water. When I found the product, I stood far away so that customers wouldn’t notice my presence. I kind of felt surprised that there weren’t a lot of people in the aisle I was in. 7 Eleven Inside 7 Eleven it is pretty quiet and there are not many people inside the store at one time. While I was in the store, there were two employees working behind the counter and three other customers beside myself. The two employees were both white women. One of the customers was an elderly white woman and the other two were college students; one of them was white and the other African American. The customers did not interact with each other; the only other person in the store who they interacted with was the employee at the cashier.

The store is pretty small so I could see everything that was going on from standing in one corner of the store. The store is in a rectangular shape and has five small aisles. The first aisle consists of magazines and chips and the second aisle consists of more chips along with candy and other snacks. The third aisle has boxed and canned goods and the fourth aisle has cleaning supplies along with pens and notebooks and bottled soda. In the fifth aisle, there are more bottled drinks. Along the wall on one side of the store there is a Slurpee machine and freezers that have ice cream and other frozen goods. Along the wall near the fifth aisle there are refrigerators with drinks such as beer, soda, juice, and water. There is also a refrigerated section that has yogurt, cheese, and fruit. Everything in the store was in a place that was easy to find. Items that received priority placement at the end of aisles were the Arizona iced tea drinks, Pepsi, and cereal. The alcohol and water in the store also received priority placement. Once you walk through the door in 7 Eleven next to the register, there is a shelf that is locked with different brands of alcohol inside and right next to that there is a small refrigerator that is filled with Smartwater. While I was in the store, nobody really paid any attention to me; they thought that I was just a regular customer because I was slowly walking through the aisles looking at things in the store. Urban Grocers Urban Grocers is a small, local grocery store located off State Street on a college campus. Items from food to cleaning products to small everyday products are sold there, much like a 7-‐Eleven. There are many shelving units in a tight space making five isles. On the back wall there are refrigerators that hold drinks and refrigerated foods. The register is in the middle on the left side of the store surrounded by cigarettes, lighters, candy bars, and other tobacco products. The lighting is fair, not anything fancy (much like the rest of the store). There are no light fixtures, the walls are plain and white, and there is no music playing. It feels like a sketchy place because of the lack of decor and overall inviting environment. There are not a lot of people in the store at once. Most of them come in and out, looking for something specific. The usual customers are college students the age of 18-‐ 22, both men and women. The race of customers is mostly African American, but there were also Caucasians and Mexicans. The customers vary in dress and manner. There is no interaction of customers simply because there are not more than two customers in the store at a time. The interaction between the customer and employee are very brief and include very little if any dialogue. Employees only tell the customer their total and that is it, no hello or goodbye.

The products are categorized in a way that makes sense. There are not a huge variety of products so half of each aisle is a different category. Each product is easy to find and labeled accordingly and organized. There are no displays so no products are brought out more than others. There is a wide array of candy that I was surprised with however there are many more products I did not find. Only basic products and popular brands are found there. SmartWater is placed in the refrigerators along with the rest of the water bottles. it is at eye level and stands out since the bottle is bigger than the rest. I did not interact with people while shopping at this store. I usually go in there quickly just to pick up something. I do not like how unfriendly the employees are, they are standoffish and at times rude. I am sometimes uncomfortable going in there by myself when there is no one else in the store besides the employee. I feel like I am in a store in a very bad neighborhood. I try to make stops in there as quickly as possible.

Appendix II: Social Media Contest Questions 1. Who was the twenty-‐ninth president of the United States? A.) Abraham Lincoln B.) Thomas Edison C.) George Washington D.) Warren G. Harding

2. What are the ionized constituents of a living blood, cell, or other organic matter? A.) Electrolytes B.) Covalent bonds C.) Ions D.) Cells

3. What is the solution set for 2Cos-‐1=0 in the interval 0 < 360? A.) {30, 150} B.) {120, 60} C.) {30, 330} D.) {60, 300}

4. Which celebrity used to have an endorsement deal with SmartWater? A.) Jennifer Hudson B.) Jennifer Aniston C.) Nicole Scherzinger D.) Paris Hilton

5. What company owns SmartWater? A.) Pepsi B.) Seagram's C.) Coca-‐Cola D.) Other

6. What year was SmartWater created? A.) 1999 B.) 1893 C.) 2001 D.) 1996

7. What is the longest bone in the body? A.) Tibia B.) Femur C.) Fibula D.) Humorous

8. What chemical does your body use for energy source while exercising? A.) Adrenaline

B.) Adenosine Triphosphate (ATP) C.) Triethanolamine (TEA) D.) Talc

9. Which one of these is not a major factor in muscle performance? A.) Power B.) Strength C.) Speed D.) Endurance

10. What is the limit of: lim lim ln (1-‐x) sinx/ A.) 1 B.) 0 C.) The limit does not exist D.) 3

11. What so you get when lithium batteries react to potassium nitrate? A.) Covalent bonds B.) Nothing C.) An atom D.) Ionic bonds

12. The need to clothe thousands of Union soldiers in the Northern United States during the Civil War led to the expansion of: A.) Cotton plantations B.) Textile manufacturing C.) Steel industry D.) Labor unions

13. Muscle is three times more efficient at burning calories than: A.) Carbs B.) Sugar C.) Fat D.) Energy

14. What percent of men consider themselves to be physically fit? A.) 50% B.) 89% C.) 69% D.) 43%

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