The Team Kendal Cinnamon Devon Bartholf
BACKGROUND: Emergen-C is a proactive vitamin supplement packet that
you add to water. With over 20 fizzy flavors packed full of vitamins, minerals, and electrolytes, Emergen-C boosts the immune system, energy, and overall health. It is easy and enjoyable part of a daily health regimen.
OPPORTUNITY
TARGET
STRATEGY
Emergen-C is one of the few proactive health supplements on the market that comes in a variety of nutrient and mineral combinations and flavors. With younger generations becoming more health conscious, Emergen-C has the opportunity to become a daily fixture in their lives, similar to the way daily Aspirin therapy has become the norm in the lives of older generations. “The Invincible Millennial” Men and women Ages 18-35 Full time students or professionals Work hard, play hard attitude. Living for the weekend and social activities. Capitalize on the things people miss out on when they are sick or fatigued While feeling sick or tired is unpleasant, the consequences are more aggravating: missing your friend’s birthday because of the flu, being too tired to enjoy a Friday night out, calling to cancel a date night because of the sniffles. Emergen-C is the solution to proactively managing health in order to live life more fully.
Inherent Human Truth: Millennials suffer from extreme FOMO, which is the fear of missing out. As the generation who thrives on social interaction and always being plugged in to what is going on their friends’ lives, they will constantly find quick fixes and cure-alls to ensure they never have to miss out.
CREATIVE
EXECUTIONS
STRATEGY
FOMO: Highlight dichotomy between being healthy with an active social life and the alternative of being stuck at home and feeling lousy. Emphasize Emergen-C as the quick solution to this easily preventable occurrence.
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CREATIVE TRANSIT
EXECUTIONS Airplane Tray Table Advertisement: One of the worst things that can happen while travelling is getting sick or feeling exhausted. The placement of this ad is extremely relevant to being worried about missing out on travel plans and serves as a reminder that Emergen-C is a proactive health supplement solution.
CREATIVE POINT OF SALE PROMOTION
EXECUTIONS Be Prepared Kits: Offer a point of sale promotional kit that includes the items needed for a fun night out. Emphasizes the idea that being prepared means you’ll never miss out on an active social life. Sell at drug stores, Target, and Walmart. Offers an opportunity to try the product at a grab-and-go touchpoint
DATE NIGHT KIT Includes: 1 pack Emergen-C, chapstick, mints THE BIG GAME KIT Includes: 1 pack Emergen-C, handwarmers, and eye black
CREATIVE NON-TRADITIONAL
EXECUTIONS Emergen-C Vending Machine: A vending machine that offers free samples of Emergen-C will be placed a select number of entertainment venues (concert arenas, bowling alleys, movie theaters, etc.). This execution reminds the consumers that they wouldn’t be having fun out and about if they were feeling sick or tired. The Emergen-c vending machine gives millennials a touch point to try the product for free and recognize the health and social benefits of it.
CREATIVE SOCIAL MEDIA
EXECUTIONS TWITTER #FOMO #emergenc: Become part of the social conversation about the fear of missing out. Tweet about drinking Emergen-C to ensure a great time out. Tweet back at people who use the hashtag #FOMO and make recommendations to take Emergen-C.