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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.  


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,     • 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.      



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%                      


Works Cited     "2012  State  of  the  Industry:  Bottled  Water."  BevIndustry.  BevIndustry,  n.d.  Web.  15  May   2013.  <­‐2012-­‐state-­‐of-­‐the-­‐industry-­‐-­‐ bottled-­‐water>.   Glacacau.  N.p.,  n.d.  Web.  15  May  2013.  <>.   Hall,  Katy.  "Jennifer  Aniston  Bares  Ripped  Stomach  For  Smart  Water  Ad  (PHOTO)."  The   Huffington  Post.,  18  May  2010.  Web.  15  May  2013.   <­‐aniston-­‐bares-­‐ ri_n_580319.html>.   N.d.  Photograph.  Jennifer  Aniston  Bares  Stomach  For  Smart  Water  Ad  (PHOTO).   Huffington  Post.  Web.  <­‐aniston-­‐ bares-­‐ri_n_580319.html>.   Smartwater  Glass  Bottle.  BevIndustry,  n.d.  Web.  15  May  2013.   <­‐glass-­‐bottle>.  


Smartwater Ad Plan  

Example of cohesive Ad Campaign through several different media outlets.