J676 | Spring 2023 | Long Brief Template for Memo Scenario #7
TINY BUBBLES® Hard Seltzer 2024 Ad Campaign Brief WHAT ARE WE TRYING TO DO? What are the Business Goals of this Campaign? § Increase TINY BUBBLES® sales from 0.5U/S/W to at least 2U/S/W within the first 3 months of launching our Hydrated line. § Increase Instagram followers of our new @tinybubbles account by 100 followers. This is important so we can have an audience that stays in the know and keeps up with any new launces. This will also allow for open conversation between our company and what our audience wants. § Increase brand awareness by engaging a wider audience through social media campaigns and commercials. We want Tiny Bubbles to be talked about and get people interested by just hearing others talk about it. WHO ARE WE TRYING TO DO IT WITH? What is a revealing snapshot of “Who is the Who? § Our primary target audience is confident collegians. College students aged 21-23 years old make up 25% of total Hard Seltzer consumers which is an increase of 10 percentage points from our previous audience. This audience drinks 1-3X per week which means they will repurchase a seltzer pack every month if that is their drink of choice. Once someone tries our seltzer, there is a greater likelihood they will purchase it. § College students are a primary market for alcoholic beverages, but most don’t have the money to pay for more expensive options like cocktails in a can, so they default to beer or seltzer. We can market ourselves as the taste that beer lacks as well as the hydration that they need. § Most confident collegians purchase alcohol from liquor stores on their campus. This will be one of our most important in store location groups because our audience shops there. We should try to give samples to some of the biggest college campus liquor stores. WHAT CAN THE BRAND OFFER TO GET IT DONE? What Benefits should the Campaign highlight? § The main benefit that this Campaign should highlight is electrolytes in every can. We want to introduce something new to the hard seltzer category and remind our audience that you don’t have to give up hydration while consuming alcohol. § Next, we still must always highlight that there is 5% ABV in the line because we don’t want anyone to get confused and think that this is a non-alcoholic beverage. Even though it is a hydrated line, it still has a good amount of alcohol. § Finally, since we are branding this line as hydrated and a way to somewhat cure a hangover, we want to emphasize that with the electrolytes there is also no added sugar. That’s two benefits that will work together. WHAT CONVENTIONS, TRENDS, OR BELIEFS NEED TO BE ADDRESSED? What barriers or realities exist for the Campaign to overcome? § The Hydrated Line will be selling for $22.99 which is $1-2 more than average. But with the added electrolytes in each can, we can explain why the price increase is worth it. § We also must explain to our audience that staying hydrated doesn’t mean losing the effects of drinking alcohol. You can still have fun at night and then be thankful you were hydrated when you wake up with no hangover. § There is electrolyte mix companies exist, like LiquidIV, that our audience could choose to use in addition to hard seltzer. We need to give a reason why it is better to have 2 in 1, this reason can be that our pack is cheaper than getting a pack of seltzers and a pack of electrolyte mix.