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!'5"67'($' Brand/Product: Pace Salsa Job Number: Team C Tempo Code: Comms 432

CREATIVE BRIEF

Date:

OBJECTIVE Create a digital campaign that connects with Generation X & Y by leveraging multiple communication channels.

CHALLENGE Although many do see Pace as a consistent salsa, salsa is slowly becoming unimportant in the lives of our consumers. People do not see that Pace can be differentiated from other salsas because of itâ&#x20AC;&#x2122;s impressive ability to liven things up anywhere, anytime.

TRUTH People who use Pace know that it makes everything better because of itâ&#x20AC;&#x2122;s consistently good taste. People know that being connected is crucial, but not all realize that Pace is the best connector that never fails to impress everyone.

ANSWER Pace salsa has the ability to enhance any social gathering and connect all who are there.

PROOF -Pace delivers consistency in taste and look for all those who take part. -Using Pace creates opportunities to make memories and share moments. -No matter what type of social gathering, Pace adds a little something extra to it.

PRACTICALS We will connect to the consumer through multiple commercial channels: Digital, In-store, and TV. No promotions.


8%2"9":%, Home Depot Recommended Media Budget 2013 - National Specific Market Totals

Week

31

Jan 7 14

21

28

Feb 4 11

18

4

March 11 18

25

1

April 8 15

22

29

May 6 13

200 GRPs / Week

TV

20

27

3

June 10 17

24

1

July 8 15

22

29

Aug 5 12

19

26

2

Sept 9 16

23

30

Oct 7 14

21

28

Nov 4 11

18

25

2

Dec 9 16

TOTAL COST PER MEDIUM 23 $4,558,396

200 GRPs / Week

RADIO

Magazine

25

$4,064,350

Trade Magazine

$824,000 Consumer Magazine

OUTDOOR

3 Billboards up year round

iPHONE APP Promotional Fiesta Bowl Sporting Event

4 Billboards up April - August

$2,254,000

$30,000

$300,000 GRAND TOTAL:

$12,030,746


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