Page 1

Emil y Brannigan, Grace Eric kson, Korie Fac kler, Kim Freitas, & Jake Robbins


Executive Summary  &  Overview Executive  Summary  

Schweppes Ginger Ale is a beverage that can be used for celebrating everyday accomplishments. It is our goal to convey that message to our audience. With Schweppes, busy women can take the time to appreciate the little things. Schweppes is a soft drink that any woman can drink to celebrate during her day. Our goal is to show women they can drink Schweppes anytime. Young professionals, busy moms and empty nesters who are on-the-go can take a moment for themselves and relax with Schweppes Ginger Ale.

Establishing Schweppes as a soft drink for enjoying everyday moments will help it stand out from the competition. By using televison, magazine, and Internet advertising as well as brand activation, we can increase awareness of Schweppes as a significant soft drink brand.

Overview

We began our plan by setting marketing goals and objectives for Schweppes Ginger Ale. These were set after doing research and a situational analysis. We plan to increase sales by 6% and achieve 85% awareness by using our budget of $18 million dollars.

The women we interviewed all have busy lifestyles and do not have much time to themselves. These women tend to overlook little moments of success because their focus is on getting through the day and fulfilling their commitments. For this campaign, our target audience is women between the ages of 25 and 54. In order to gain 85% awareness of our message, our plan is to reposition Schweppes with the slogan “celebrate the little things.” The media outlets for this campaign are television, magazine, Internet and billboards. Advertisements will show women in our target audience celebrating little moments throughout their day. Research shows Schweppes Ginger Ale is a reasonably priced product found in most supermarkets. Schweppes Ginger Ale has been known for years to be the ‘champagne of sodas’. We have created a campaign to reposition Schweppes Ginger Ale as a product to celebrate the little accomplishments during a woman’s busy day.

1

Contents Summary & Overview 1 Agency Brand Strategy 2 Historical Context 3 Environmental Analysis 4-5 Competitor Analysis 6 SWOT Analysis 7 Brand Value Proposition 8 Objectives 9 Budget Summary 10 Research 11 Target Market 12 Campaign Strategy 13 Creative 14 Print Advertisments 15-18 Billboards 19 Internet Banners 20 Television Storyboard 21 Creative Testing 22 Media Objectives/Strategies 23 Media Choices 24 Media Scheduling/Budgeting 25 Marketing Recommendations 26 Brand Activation 27-28 Evaluation 29 Creative Brief i Meet The Team ii-iii


Agency brand  Strategy

Aerial Advertising 

will pilot your brand to new heights. We are an energetic group

of professionals who are driven to provide creative ideas for your

products. Our main goal is to design a strategy that will capture the targeted audience and market, while also embodying your vision. Our agency wants you to be a part of the process of making your brand soar above the competition.

Aerial Advertising is: Korie Fackler, Kim Freitas, Emily Brannigan, Jake Robbins, & Grace Erickson

2


Historical Context Johann Jacob Schweppe was a German-born naturalized Swiss

watchmaker and amateur scientist in the late eighteenth century. Based off of Joseph Priestley’s process of carbonation, Schweppe developed his own process for manufacturing carbonated

mineral water. In 1783, the Schweppes Company took flight in Geneva. The Schweppes Company became Cadbury Schweppes after merging with Cadbury in 1969. The

Cadbury Schweppes aquired several other brands, but split in 2008. Currently, the Dr. Pepper-Snapple Group is the owner of Schweppes.

Ginger Ale became popular in the United States

during the Prohibition. It has been a part of the Schweppes product line since 1870 and was introduced in the United

States in 1884. Since then, Schweppes Ginger Ale has been

recognized around the world as the “champagne of soft drinks.”

3


Environmental AnalysiS

Economic Forces  

Today’s society is very concerned with saving money because of America’s

current economic state. This has caused many families to cut back on unnecessary

commodities. In general, soft drink sales have suffered. Families that do choose to buy soda and still want to save money may be more inclined to buy store brands over Schweppes.

Competitive Forces

Ginger ale is not usually the soda of choice for every day consumption.

Schweppes not only has to set itself apart from other ginger ale brands, but

also other large cola brands like Coke and Pepsi. Canada Dry and Seagram's are the two mainstream brands of ginger ale

that are the main competitors for Schweppes. Local, specialized, and self-made ginger ale’s have finer ingredients that may

appeal to health conscious consumers. Store brand ginger ale, like Wegmans brand, will generally have a cheaper price than Schweppes that might appeal to more women who are buying soda for their families.

4


Environmental Analysis

Legal/Regulatory Forces

The Food

and Drug

Administration ensures that all food and beverage products are

accurately represented for consumers. Because of these standards,

consumers are able to pay closer attention to the ingredients of the

products they are buying. Non-diet soft drinks are perceived as being

unhealthy because of the amount of calories and sugar that are present.

Therefore, consumers might be less likely to buy Schweppes Ginger Ale, as well as other soft drinks, because of the healthy standards that our society has begun to follow.

Sociocultural Forces  

Schweppes Ginger Ale has been present in the

United States since 1870. Despite it’s long history, ginger ale is mostly used to help ease the symptoms of indigestion or motion sickness.

Ginger ale is also commonly used in mixed drinks or as a substitute for champagne. Most Americans turn to other brands of soft drinks for everyday use.

3


Competitor AnalysiS  

Canada  Dry

Strengths: Stronger association with the North American Market. It contains real ginger and Schweppes does not. They are also owned under the same label as Schweppes, Dr Pepper-Snapple Group. They also have an extensive line of other flavored ginger ales. Weaknesses: Canada Dry has less of a history than Schweppes. It has no current advertising campaign that is readily recalled by our target market.

Store Brands

Strengths: Store brands such as Wegmans generally have a cheaper price as well as better placement on their shelves. Store brands have a strong association with the store as a whole, which establishes a strong relationship with the customers. Weaknesses: Sometimes seen as a lesser-quality product.

Seagram’s

Strengths: Seagram’s Ginger Ale has a very strong association with alcohol, allowing them to promote their ginger ale as a better mixer than the competition. It won the 2009 World Cup of Ginger Ale. Weakness: Again, there is weaker history and minimal ad placement. This is most likely due to their focus on alcoholic beverages.

   

Cola Drinks

Strengths: Cola products (mainly Coke and Pepsi) have a strong grasp on the market for soft drinks. They have unchallenged brand loyalty from virtually every audience that buys soft drinks. They also have a strong history and strong advertising/public relations campaigns. Weaknesses: Larger cola brands have few weaknesses. They share the unhealthy stigma that most soft drinks suffer from. They also suffered internationally by investing in Israel and took a hit from the Arab League boycott of Israel. Coke’s recent attempt at changing the can’s color to white recieved negative feedback.

 Local,  Specialized,  &  Self-Made

Strengths: Finer ingredients are used in more specialized ginger ales and beers. This may include real sugar in place of high fructose corn syrup & large amounts of ginger. These are also often used as a home remedy for indigestion, motion sickness, coughs, and sore throats. Weaknesses: The health benefits are believed to be offered by the larger ginger ale brands although some brands such as Schweppes do not have real ginger in them. They are also usually specialty products that are not sold in large volumes and are more expensive.

6


SWOT ANALYSIS Strengths · Extremely deep history · Widely used as a mixer with alcohol · Ginger ale thought to have home remedy qualities · Strong identity as a premier soft drink, especially in Europe · Informative and well-designed foreign web pages. · Large selection of flavors · A go-to option as an alternative to alcoholic beverages

Opportunities · Women 25-54 have a high usage rate(34% more than the average user) · Minimal usage of television for advertising by the competition · North East region is more than 150% likely to purchase Schweppes than any other region in the U.S. · Appeal to mixability

7

Weaknesses · Does not contain real ginger · Almost exclusively associationed with illness or as a mixer · Unhealthy (contains high fructose corn syrup) · Low brand awareness in most of the North American market

Threats · Unhealthy stigma associated with soda · Belief that its main role is as a home remedy · Preference of other types of soft drinks (colas, root beer, lemon-line) to the ginger ale category


Brand value  proposition

Functional Benefits  

Schweppes Ginger Ale is a carbonated soda drink has a refreshing, natural

taste. It has fewer calories than other non-diet soft drinks. As an alternative

to alcoholic beverages, Schweepes Ginger Ale has been called the champagne of sodas.

Emotional Benefits  

When drinking Schweppes, women can take a moment for themselves. Our target audience has a busy lifestyle and does not get the chance to relax.

Schweepes Ginger Ale is a simple way to celebrate daily events.

Self-Expressive Benefits  

Women who purchase Schweppes have families and are likely to

look for a simple way to celebrate on a daily basis. They appreciate a

valuable product at a reasonable price. Schweppes is a classy drink, but is not viewed as cheap. Ginger Ale is a better alternative to celebrate than other soft drinks.

8


OBJECTIVES

Advertising &  Marketing  Objectives  

When performing interviews, we found that regardless of brand, ginger ale is

synonymous with illness. Although this may be good for a niche product, we want to make Schweppes the daily drink of

choice for our 25-54 year-old women audience. We want to fulfill three main goals: Increase awareness that Schweppes is as good of a daily soft drink as colas, move the attitude of Schweppes away from a home-remedy, and ultimately influence purchase intent. By achieving 85% awareness and 80% comprehension, we hope to fulfill the three stated goals while also stimulating a 6% sales increase.

Time Frame  

This advertising campaign with span the course of one year, launching in January 2013.

9


Budget  summary Media Magazines Television Internet Billboards Production Total Campaign Cost

Cost $8,034,032 $3,240,000 $3,600,000 $1,474,464 $1,651,504 $18,000,000

A

erial Advertising was given a budget

of $18,000,000 to account for produc-

Magazines 45% Television 20%

tion and media costs of the Schweppes

campaign. The plan is efficiently divided Production 9%

Internet 20%

Billboards 8%

over four different forms of media, as

well as production costs. With an esti-

mated production cost, we believe we are able to use all of the funds to produce an extremely robust campaign.

10


Research

Objectives

Our research is the driving factor behind our "Celebrate the little things" campaign. Through interviews, focus groups, Mediamark databases, and a review of the current Schweppes marketing

plan, we were able to determine a primary target audience and the best way to deliver our message that appeals to the lifestyle, emotional tendencies, and media usage of our audience.

Primary Research  

· Interviewed target audience to gain insight on hobbies, prefered media, spending

Ginger Ale.

habits, choice of soft drinks for daily use, and current perception of Schweppes

· Performed focus group to discuss potential ideas for the Schweppes campaign and gained feedback directly from our target audience.

Secondary Research  

· Viewed Schweppes websites of specific countries to gain insight on their current marketing strategy.

· Researched competitor websites to perform a competitor and SWOT analysis.

· Used MRI+ heavily to find specific magazines, web sites, television networks, and cities to place our advertisements in. Also used the database to find the specific age and income of our target audiences to better help us find interviewees.

9


Target market

Primary Target  Market  

Our primary target market consists of women ages 25 to 54 that

have a household income of over $60,000 every year. These women

are working professionals and working and stay-at-home mothers that reside in urban cities on the east coast, such as New York City, Philadelphia, and Boston. The women in our target market care about celebrating life and spending time with friends and family.

   Meet   Christine,

a 35-year-old mother to a six-year-old boy, who still enjoys celebrating her youth and life with friends and family. By day she works in New York City, but at night, all she wants is to relax with her family. On the weekends you can find her cheering on her son at his soccer game.

   Meet   Katherine,

a 51-year-old mother of two college students. She was born and raised in Boston, Massachusetts and is on the brink of retirement, but still finds satisfaction in her career. Now that her children are off on their own, Katherine is left with even more time to spend with friends and extended family.

   Meet   Megan,

a 27-year-old professional working her way to the corner office. While she enjoys throwing parties for her coworkers, Megan also enjoys spending time with her friends in her apartment. She takes in everything life has to offer - from catching her train on time, to getting that next big promotion.

12


Campaign Strategy

W

hether she’s at her child’s soccer game or swamped at work, the Schweppes woman does not always have time to take a break and think about herself. However, she knows that every moment counts, be it large or small. Our research found that women between

25 and 54 rarely take time to appreciate the little things, though they would like

to slow down every now and then. Schweppes allows her to take a moment

to enjoy life before she’s on to the next task. These women are looking to add a little bit of indulgence to their hectic day. Schweppes should primarily target three types of women within the age range: the

young professional, the mother raising children, and the empty

nester. These women will not settle for the run-of-the-mill soft drink; they are looking for a surprising addition to their daily routine. It’s not just another soda, it’s Schweppes.

13


creative The Big  Idea

Celebrate the  Little  Things!  

Whether she’s just barely made it to work on time or just watched her son score his first soccer goal, she can take a moment to drink in the sweetness of life with Schweppes Ginger Ale and spend some time to celebrate the little things.

Creative Strategy  

Our campaign will be focused on four media outlets in order to reach our goals. Print advertisments will run in magazines; a moving banner advertisement will appear on a handful of websites; advertisments will run on television; and billboards will be placed in three major cities - Boston, New York, and Philadelphia.

Art Direction  

Our print and television advertisements take a slice of life approach, highlighting some of the “little things” that women should celebrate with Schweppes. We chose to keep the design and layout of our ads simple to go along with our message of taking notice of the simpler things in life. Where possible, we used the recognizable Schweppes yellow and green in photographs and in text. The Schweppes Ginger Ale champagne glass in the bottom left corner of all of the ads and featured in the holiday one-off and the copier ad is a nod to Schweppes Ginger Ale’s reputation as the “champagne of sodas.”

Copywriting

The copy in all of our ads is very brief, going along with our concept of simplicity. Our ad copy is based on the concept that even the smallest achievement warrants a celebration. The headlines of our print ads are: “Finally fixed the printer,” “At least she finished all of her broccoli,” “Goooooooooal!,” and “Perfectly wrapped holiday presents.” The subhead on every ad is: “Celebrate the little things with Schweppes.” Each of these show that no matter what your “little thing” is, you can take a moment to appreciate it with a Schweppes. Under the QR code in the bottom right corner is a call to action directing people to “Schweppes.com,” so that people without smart phones can also participate in what the website has to offer.

14


print  advertisement

15


print  advertisement

16


print  advertisement

17


print  advertisement

18


Summer

Billboards

Winter

19


internet  banner

20


television storyboard

Scene 1: Woman wakes up late and rushes to get ready for work.

Music: Chariots of Fire Scene 2: Shot of traffic.

Music: Chariots of Fire Scene 4: Woman barely catches the elevator in time.

Schweppes Ginger Ale comes on the screen with tag line: “Celebrate the Little Things” with Schweppes.

Music: Chariots of Fire, fades. Scene 5: Woman makes it to work on time and celebrates with a Schweppes.

21

Music: Chariots of Fire Scene 3: Woman is shown in car, frustrated by traffic.


creative  testing

W

e spoke to women in our target audience to further understand their needs and what types of advertisements they would respond to. Generally, we noted that

women felt as if they were constantly on the move and thinking of others before themselves. After showing drafts of our ads, some respondents noted that the copy could be made more relateable and so we adjusted it accordingly.

22


media objectives  &  strategies

Objectives

Reach the Target Market: Our primary target audience is women between the ages of 25-54 who are working professionals and working and stay-at-home mothers with an above average income.

Geographic Scope of Placement: Our campaign incorporates both regional and national advertising. Usage of ginger ale in the Northeast region is significantly higher than the rest of the country, so we chose to run billboards during the summer and holiday season in the most populated cities of the region. Our print, television and internet advertising will be nationwide.

Message Weight: Print will be weighed heavily, while television and internet will both be weighed evenly with each other. Billboards will have the lightest weight mostly due to weather, but also because our audience is heavily invested in magazines, certain websites, and television.

Strategies

Effective Reach: 85

Effective Frequency: 4

Continuity: This campaign will be predominately continuous, with the exception of a seasonal pulse for billboards. Media Magazine Television Internet Billboards

23

Size/Length 7”x10” Page 30 Second Commercial 468x60 Banner 14x48 Feet


Media  Choices Magazines  

Magazines are the meat and potatoes of our media mix. They are heavily used by our target audience and allow us to pursue a strong continuous media strategy.

Better Homes and Gardens: Circulation of 7,648,900 With an audience composed almost exclusively of our target market, BHG allows us to associate Schweppes with an audience made up predominantly of homemakers. By advertising in the magazine, we hope to make Schweppes the drink of choice for the savvy homemaker. Cosmopolitan: Circulation of 3,032,211 Cosmopolitan offers us the ability to associate Schweppes Ginger Ale with fashion, beauty, and pop culture with a fairly large reach. Most of our media choices are directed at the older half of our target while Cosmopolitan appeals to all women in the 25-54 bracket, diversifying our media mix within the target audience. Glamour: Circulation of 2,304,146 Glamour again covers almost all topics in pop culture. In their positioning statement, they claim that they separate the "Do's from the Don'ts." People: Circulation of 3,556,753 According to MRI+, those drinking ginger ale are also more likely to read People. People is yet another magazine that allows Schweppes Ginger Ale to associate itself with pop culture. Vogue: Circulation of 1,248,121 Vogue covers a wide variety of topics pertaining to women. Vogue was chosen mostly due to a large readership within our audience. It also offers a fairly large reach.

24


media  choices Television  

Our main goal of television is to associate Schweppes with networks that either have a strong engagement with the audience over a fairly large amount of time (Lifetime) or networks that can indirectly creates synergy with the advertisement (Food Network). Lifetime: Lifetime, the "television for women", is an ideal network to place our advertisements. 18,670,000 women that drink Schweppes also watch the Lifetime Movie Network, offering us an extremely large reach. Since the movies are fairly engaging, it is less likely that our target will be leaving the room during commercials, making our advertisements much more effective HGTV: Home & Garden Television is extremely popular with the 25-54 women audience. It offers a "do-it-yourself " feel to the viewing experience which is very important with our audience. 31,288,000 women who drink Schweppes also watch HGTV. Food Network: According to MRI+, 38,590,000 women who drink Schweppes also watch the Food Network. Advertising Schweppes Ginger Ale on this network is a extremely effective as it compliments certain shows and the link can even be strengthened by certain shows using ginger ale in their recipes. When the first ad they see is Schweppes, our audience will automatically associate the brand with the recipe or show.

25


Media  Choices Internet  

We want to use the internet to make sure Schweppes stays in the mind of the audience at all times of the day.

Facebook: Aside from Facebook having over 500 million users, it also offers extremely specialized advertising, allowing us to target our audience directly and advertise right on their page. YouTube: Our audience is twice as likely to use Youtube than the population as a whole. Youtube also allows us to advertise on specific videos and channels, letting us reach our audience more effectively. Hulu: Like Youtube, the usage of Hulu by our audience is significantly higher than the average. Hulu allows us to cover most popular television shows without spreading expenses over various television networks.

Billboards Â

According to MRI+, the region with the most significant usage of Schweppes Ginger Ale is the Northeast. Billboards allow us to regionalize our advertising to capitalize on this concentrated market. We will place our billboards in New York City, Philadelphia, and Boston, the three highest-populated areas in the Northeast.

26


media scheduling  &  Budgeting Magazine (1 pg Color 7”x10”) Better Homes and Gardens Comospolitan Glamour People Vogue

Jan

1 1

Television (30 sec.) Lifetime Movie Barefoot Contessa Giada at Home Rachael Ray 30 Minute Meals House Hunters Property Brothers

1 1 1

Internet (468x60 Banner) Facebook YouTube Hulu

2 2 2

Billboards (Northeast Region) New York City Philadelphia Boston

1 1

Feb Mar Apr May Jun

Jul

1 1

1

1 1

1 1 1 1

2 2 2

1 1

1 1 1 1 1

2 2 2

1

1 1 1 1

2 2 2

1 1 1

1 1 1 1 1

2 2 2

1 1

1 1 1 1

2 2 2

1 1

1 1

Aug Sept Oct Nov Dec 1 1 1

1 1 1

1 1 1

1

2 2 2

2 2 2

1 1

1 1 1

1 1

1 1

1 1

1 1 1

1 1 1

1

2 2 2

2 2 2

1 1 1

1 1 1 1 1

2 2 2

1 1

Cost Per Execution Frequency

$2,531,900 $1,464,600 $1,315,140 $1,731,000 $991,392 $8,034,032

$506,380 $244,100 $219,190 $288,500 $165,232

5 6 6 6 6

$1,080,000 $360,000 $360,000 $360,000 $720,000 $360,000 $3,240,000

$90,000 $30,000 $60,000 $60,000 $60,000 $60,000

12 12 6 6 12 6

2 2 2

$1,200,000 $1,200,000 $1,200,000 $3,600,000

$50,000 $50,000 $50,000

24 24 24

1 1 1

$960,000 $366,240 $148,224 $1,474,464 $16,348,496 $1,651,504 $18,000,000

$480,000 $91,560 $37,056

2 4 4

1 1 Total:

1 1 1 1 Total:

Total:

Total: Media: Production: Total Cost:

27

Total Cost


Marketing Recommendations

Glass Bottle  

We believe that Schweppes Ginger Ale should implement the selling of a

glass bottle in the United States. Selling glass bottles along with the plastic

bottles and cans will increase the image of Schweppes Ginger Ale in conjunction with our advertisements as a drink for celebrating the everyday accomplishments in life.

Holiday Marketing  

We also suggest that Schweppes partake in holiday ad-

vertising and marketing. Specific ads will remind wom-

en that during the stressful holidays, they should still take some time to themselves to celebrate the little things, as well as the big. We suggest specific holiday print and television advertisements, as well as holiday themes labels for cans, glass bottles, and plastic bottles.

Non-Profit Partnership  

We advise that

Schweppes Ginger

Ale form a partnership with a non-profit breast cancer awareness organization. This would help to maintain a positive view of Schweppes as well as connect it to a cause that effects the target market. During the

month of October, Breast Cancer Awareness month, Schweppes Ginger Ale bottles and cans would be wrapped with a pink ribbon to show the brand’s support for the cause.

28


Brand Activation

Internet

Objectives: Enhance Schweppes Ginger Ale’s online presence through social media.

Strategy: On all of the advertisements there will be a QR code that can be scanned by

viewers via their smart phones. The QR code will lead them to a Schweppes mobile site. On the mobile site the viewer will have the option of tweeting Schweppes using the

hashtag #LittleThings. It is our goal to get this hashtag trending in northeastern states on

Twitter. The site will also present the option for people to download the drink mixing application, and a link to Schweppes’ Facebook.

Street Team  

Objectives: Create further awareness of Schweppes Ginger Ale.

Strategy: The street team would consist of interns who would hand out small cans of

Schweppes Ginger Ale to passersby. The cans handed out will be supplemented with coupons for more Schweppes products. Additionally, the Street Team will carry small video recorders to record people telling what little things they celebrate. These videos will be

posted on the Schweppes website and YouTube. This will not only help the sales of Ginger Ale, but also other Schweppes products.

29


Brand Activation

Mixology Application  

Objectives: Increase the use of Schweppes products during occasions at

non-alcoholic beverages.

which mixed drinks are used. The app will feature recipes for alcoholic and

Strategy: The app will be offered as a free download in Apple App Store and on the Android Network. There will be a link on the mobile site offering the download as well.

30


Evaluation Our three goals that we plan to achieve within a full year (comprehension, awareness, sales increase) will have a direct relationship to our media plan. Since our strategy is mainly continuous, we hope to have a fairly steady increase in all three

goals throughout the year. We did increase the weight during a couple of months due to holidays or relevance to a season

(Spring for Better Homes and Garden, for example), so we may see spikes in the progression. Below is a chart that includes the benchmarks we see as necessary for the success of the campaign. January February March April May June July August September October November December Goal

31

Sales 0.4% 0.2% 0.3% 0.6% 0.6% 0.5% 0.6% 0.6% 0.3% 0.5% 0.7% 0.7% 6.0%

Awareness 5% 5% 5% 9% 9% 5% 9% 9% 5% 6% 9% 9% 85%

Comprehension 5% 4% 4% 8% 8% 4% 9% 9% 4% 5% 10% 10% 80%


Creative Brief Company  Background The Schweppe’s Company was created in 1783 in Geneva by Johann Jacob Schweppe. Schweppe

developed his own process for manufacturing carbonated mineral water which launched the company into developing a variety of flavored beverages. Ginger Ale became popular in the United States during the Prohibition. It has been a part of the Schweppes product line since 1870 and was introduced in the United States in 1884. Since then, Schweppes Ginger Ale has been recognized around the world as the “champagne of soft drinks.”

Goals Schweppes Ginger Ale’s goals are to increase sales by 6% and increase awareness in the target market to 85%. Target  Market  We will target women ages 25-54 in order to accomplish our goals. Key  Fact  Our goal is to reposition Schweppes Ginger Ale as the premier everyday soda, that can be used to celebrate every

moment of life.

Key Customer  Benefits  Mixability, great for celebrations, alternative to alcohol, refreshing taste. Advertising  Problem  Ginger Ale, in general, is not in the forefront of people’s minds as a soft drink. It is usually associated with being a remedy for illnesses or being a champagne substitute.

Advertising Objective  We will repositions Schweppes Ginger Ale as an everyday soda that women can drink to celebrate little accomplishments throughout their busy days.

Target Customer  We will promote Schweppes Ginger Ale to mid- to high- income women between the ages of 25 and 54 who are usually on-the-go.

Competition Canada Dry, Seagram's, Store Brands, Specialized ginger ale. Brand  Personality  Sophisticated, classy, historical, long-standing. Underlying  Emotional  Need  Women should desire a product that will give them the satisfaction in getting through their busy days and taking a moment for themselves.

i


meet aerial  advertising

Korie Fackler 

is a sophomore Integrated Marketing Communications major with a minor in the Honors Program at Ithaca College. Korie is a member

of the women’s varsity diving team at Ithaca. She also is on the Event Planning Committee for Dance for Courage. In her free time, Korie enjoys rock climbing and hiking.

After getting all of her Christmas lights untangled, Korie celebrates with Schweppes Ginger Ale!

Jake Robbins  

is a junior Integrated Marketing Communications major at Ithaca College. Jake is also a member

of the Ithaca College Men's Swimming team. He is from Fairport, NY, located about an hour from Ithaca. In his free time, he enjoys fishing, new restaurants, and playing with his dog Flutie.

After getting his car to start in an Ithaca winter, Jake celebrates with Schweppes Ginger Ale!

Emily Brannigan  

is a sophomore Integrated Marketing Communications major

at Ithaca College. Emily is also a member of ICTV’s publicity

team where she designs posters for The Big Red Faceoff. She is from Staten Island, NY, only a quick

ferry ride from Manhattan. In the summer you can find her attending concerts, and in the winter you can find her skiing.

Whenever Emily gets an A on an Economics exam, she celebrates with a Schweppes Ginger Ale!

ii


meet aerial  advertising

Kim Freitas,  

a at junior Ithaca College’s Roy. H. Park School of Communications, is

an Integrated Marketing Communications major with a minor in Jour-

nalism. Kim worked as a Field Marketing Representative for OgilvyAction on the Ford New Eng-

land campaign this past summer. Kim is involved with Ithaca College’s chapter of American Adver-

tising Federation. This November she networked at the AWNY Career Conference in New York City. On campus she is the President of the Club Nordic Ski Team and a member Ithaca College Field Hockey Club.

Kim celebrates with a Schweppes Ginger Ale after skiing the last run of the day!

Grace Erickson  

is a sophomore Integrated Marketing Communications major, minoring in Art History at Ithaca College. She is a member of the

American Marketing Association, Students Consulting for Non-Profits, and Buzzsaw Magazine. Grace is from Columbus, OH, but is secretly a Michigan fan. On breaks from school she is usu-

ally doing something active outside like skiing, hiking, or sailing. Next semester she will be studying abroad in Vienna, Austria.

When claymation Christmas movies are on TV, Grace celebrates with a Schweppes Ginger Ale!

iii

Schweppes Advertising Plan  

Advertising, Fall 2011