Ice Breakers Cool Blast Marketing Deck

Table of Contents Executive Summary Company Challenge Mission Statement. .

Situational Analysis .

Competitive Analysis .

Market Research Target Market Product Strategy Marketing Objectives Marketing Strategy Advertising Programs Promotional Strategy Timeline Sales Forecast Budget Appendix

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Executive Summary The Ice Breaker’s brand has been a market leader in the gum and mint industry for almost twenty years now. With Ice Breaker’s standing as the flagship for its confectionery portfolio, the Hershey Company has been able to secure 25% of the CMG market share and 41% of the mint market share. Our integrated campaign, “Zero 2 Cool,” capitalizes on the existing equity of the Ice Breaker’s brand while using creative advertising and promotions to increase product awareness and trial within three distinct groups: college students, young professionals, and party go-ers.

Using an interactive social media experience, pricing incentives, and event sponsorship we seek to emphasize the product’s unmatched benefits as an instant, discrete, enjoyable experience for consumers that are driven by achievement, oriented towards unique experiences and charged by social interaction.

The story our campaign will communicate to consumers is how Cool Blasts takes everyone in any setting from #Zero2Cool. This positioning not only crystallizes our product’s functionality in the consumers’ minds, but also leaves room for creative collaboration between consumers with the brand and with other consumers. It’s difficult to inspire genuine excitement around a product characterized by low-involvement and impulse buys. However, our message will create organic interest, awareness and social sharing for Ice Breakers Cool Blasts.

We have conducted small-scale primary research to gather data on what our target market values in both gum and mint categories and how we can capitalize on the unique qualities of Ice Breakers Cool Blasts. In addition, we’ve conducted in-depth focus group analyses to determine the strengths and weaknesses of Cool Blasts based on user experience with the product.

As a result of the primary data, information gathered through industry analysis databases, and our knowledge of the current social media landscape, our team has determined that a change to the packaging, social media strategy and event sponsorship strategy will dramatically raise the brand awareness and brand affinity for Ice Breakers Cool Blasts while remaining under our $10 million budget.

By creatively blending a perception of heightened class and simplicity with a flavor of fun-loving excitement, our campaign attracts multiple audiences to the uniqueness and utility offered by Ice Breakers Cool Blasts. The campaign, taking place from April 2016 - March 2017, uses a staggered advertising and promotional scheduling strategy to reach the greatest audience over the one year campaign while achieving maximum ROI.

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Company challenge

While the Ice Breakers brand has remained a leader in the gum and mint product categories for many years, the growth of both categories has become stagnant due to a decreasing rate of use globally.

The Ice Breakers Cool Blasts Chews are introduced into a new product category in hopes that Ice Breakers can fill the gap left by former gum and mint users. Ice Breakers Cool Blasts Chews is neither a gum nor a mint. Due to its unique qualities, the product does not have many direct competitors but it does require greater customer education and stimulus. Increasing product trials and brand awareness is the main challenge.

Ice Breakers Cool Blasts will develop its largest customer base within 18-24 year old consumers from the following overlapping segments: college students, young professionals and party-goers.

Mission Statement

Ice Breakers Cool Blasts are uniquely created to provide instantly cool breath in a compact yet boldly package for anyone, anywhere, any time.

Situational Analysis Strengths • Innovative product category • Under Hershey’s brand • Ice Breaker’s brand recognition • No direct competition • Intense Flavor • Discrete packaging design Strengths • Quick Dissolve • Suitable for all ages and lifestyles • Total product convenience

Weaknesses • Unappealing texture • Lack of product awareness • Packaging is not unique and is not secure • Weak social media presence

Opportunities • Explore mass merchandisers • Product placement in airports • New flavors and packaging design • Integrated social media campaigns • Event partnerships and cross promotions

Threats • Quality control • Imitators • Cannibalization • Decline in gum sales • The word “chews” may be misleading because individuals may think they can continuously chew • Consumers worrying about health concerns

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Market Share

As a new product category, Ice Breakers Cool Blasts have little to no direct competition.

However, as a brand, Ice Breakers hold 25% of the CMG category market share above brands like Wrigley and Mars.

Competitive Analysis Competitors’ Summaries

5 Gum targets active millennials who are risk-takers and prioritize fun and excitement in their life. 5 Gum reaches out to the market by emphasizing the simple, attractive, and quick features of the product as coined by their slogan: “Life happens in 5.” Their new campaign “5 Gum Truth or Dare” places 5 Gum as one of the most interactive gum compared to its competitors.

Lifesavers Mint slogan “A Hole Lot of Fun” attracts a younger consumer who are looking into creating memorable moments. Lifesavers offer gummies, hard candies, and mints to the market. Lifesavers packaging offer a simpler design compared to competitors making it seem less attractive to millennials.

Orbit Gum offers a variety of entertaining and stylish design to accommodate various preference. They also offer a large variety of options in terms of flavors. In addition to appealing to millennials by offering stylish packaging and various flavors, Orbit Gum promotes dental wellness.

Mentos are one of the established brand within the mint industry who are able to keep with the continuous changes in technology. Mentos manage to maintain a strong digital media presence in order to keep their previous market and gain new market shares.

Trident Gum offers various packaging options to accommodate the different situation allowing Trident to target various markets. The simple design and lasting flavor of the product allowed Trident to compete with competitors who have a stronger digital presence.

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Competitors’ SWOT Analysis • • • •

Strengths Simple, sleek, and attractive packaging Interactive packaging Variety of flavors Compact size

Weaknesses • Fail to target other market • Flavor does not last long

Opportunities • Target more millennials • Make packaging more lively

Threats • More creative and interactive competitors

Strengths • Does well in heat • Established brand

Weaknesses • Takes a long time to consume • Lack of advertising

Opportunities • More flavors

Threats • Products providing a faster effect

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Strengths Various flavors and packaging options Promote dental wellness Ranked #4 in sales

Weaknesses • Packaging design appeals more to a younger demographic • Lack of social media interaction

Opportunities • Offer a more sleek and attractive design

Threats • Competitors have a stronger appeal to millennials

Strengths Quick consumption Strong brand recognition Does well in heat Variety of flavors Strong social media presence

Weaknesses • Marketing not as prevalent as other mints /gums

Opportunities • Interact more with consumers through social media

Threats • New and innovative competitors

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Strengths • • • •

Variety of flavors Simple and clean packaging Leverages health benefits of product Ranked #2 in sales

Opportunities • Offer a more attractive packaging

Weaknesses • Overwhelmingly busy website • Weak social media interaction with consumers

Threats • Competitors with simpler selection of flavors

Market research Survey Objectives A. Evaluate consumer satisfaction with Ice Breakers Cool Blasts based on surveys following product sampling B. Verify Ice Breakers Cool Blasts positioning for target market C. Discover additional flavor offerings suggested by our target market D. Evaluate which social media outlets our target market is most active on E. Determine the likelihood of our target market purchasing and recommending the product We executed a survey allowing participants to sample the product and an online survey that allows us to gain a better understanding of the target market’s preferences and attitudes towards the CMG product category. After establishing these attitudes, we sought to evaluate our target market’s opinion about Ice Breakers Cool Blasts and how we could use this knowledge to drive our product’s greatest strengths through all communication channels.

The survey results showed that our product’s most attractive qualities are its lasting flavor, quickness and convenience. Our consumers are looking for a product they can rely on to give them instantly fresh breath without having to chew on gum or a mint for an extended period of time, which is great news for Cool Blasts.

The same surveys also showed that our strongest weakness in the product is its texture. We heard repeatedly from participants of the study that the texture is confusing, unappealing and uncomfortable, especially in the way the chew dissolves.

Our research also indicated that our audience is mostly active on Facebook and Instagram and that they are frequent attendees at music concerts and outdoor events.

We’ll use this information to develop a communications strategy that engages the largest audiences through interactive content, social media contests, and event marketing.

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Target Market Target Audience Primary Market: 18 - 24 years old Secondary Market: 25 - 35 years old Our primary market consist of the 18-24 years old demographic, who are either currently participating in higher education institutions, searching for career opportunities, and millennials simply searching for fun. Millennials primarily use social media to share concepts or items that excite them. Social media is also one of the main source of information for millennials; they use it this platform to follow news and trends, such as the latest popular gum/mint.

Segmentation and Psychographics College Students College students are socially connected with a large circle of friends and attend many events. They value having products that are easily available and consumable due to their busy class schedules, club organizations, and other on-the-go activities. College students are constantly up to date with mainstream music and fashion interests, but at the same time they value products that are unique. Their constant access to social media platforms such as Facebook, Instagram, Twitter, Snapchat, and more, allow them to immediately share their interests and experience with their friends and family.

Overall, college students have a fairly strong social media presence due to their lifestyle values.

Young Professionals Young professionals are individuals who are almost transitioning or currently transitioning from the college lifestyle to a professional lifestyle. These young professional aim to start and establish their career. As they transition, their network expand because as soon-to-be graduating students or recent graduates, they are still connected with their college circles and are meeting new acquaintances from their work. They are going through a change in lifestyle, but still use social media. Social media influences what they do and what they consume.

Party Go-ers The “party go-ers” is a market who primarily work hard to financially support their desire to attend an event, party, concerts, or any other outdoor event/festivals. As frequent event/party go-ers, they are frequently exposed to social interactions that would require them to instantly freshen up their breath. Furthermore, alcohol consumption sometimes go beyond an individual’s expectation, so they look for ways to mask their “alcohol-breath” through gum or mint consumption. Targeting these “party go-ers” due to their constant social interaction and desire to mask their breath, Ice Breakers Cool Blasts’ intense and quick effect perfectly fits their need.

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Product Strategy Brand Positioning The main promotion #Zero2Cool provide Ice Breakers Cool Blasts a simple and professional image without making the brand too serious. Ice Breakers Cool Blasts image will appeal more to our three segments: college students, young professionals, and party go-ers. In order to position our brand to these three different segments, we aim to provide an image that fits any situation for consumers. For example, if the user is a young professional, the brand and packaging must be able to fit a young professional’s image, however it must also be usable and attractive to the other two segments.

Positioning Statement Ice Breakers Cool Blasts as a new, innovative product will focus on the idea that anyone can come from zero to cool. As our main campaign focuses on #Zero2Cool, we want to consistently present this image on our marketing campaigns.

Product Differentiation In order to differentiate Ice Breakers Cool Blasts, we want to emphasize on the major new features that it offers that traditional gum and mint products are unable to offer, specifically the total convenience and instant intense effect.

Product Line Extension Based on our primary research, we found that there was room for an additional flavor offering. After providing participants with several possible options, we found that “Cool Berry,” our own take on the classic mixed berry flavor, best fit the taste of our target market. Mixed berry offers a balance to the overwhelmingly “mint” flavors already in our product line and is proven to be one of the most preferred global flavors.

Packaging Considerations New label and packaging graphics In accordance with our brand positioning, we sought to develop a package that was suitable for all three targeted segments. The graphics had to be simple enough to any professional to feel confident using in the corporate setting. At the same time, the graphics must be bold and inviting to consumers looking for something new to try.

The new label and packaging graphics is a significant shift away from the current standard of CMG products, making Ice Breakers Cool Blasts stand out from our own other Ice Breakers products as well other gum and mint products. We’ve also brought the “Cool Blasts” copy out in a bolder and larger way to push instant curiosity with impulse buyers.

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New packaging structure The new packaging structure is only slightly modified for increased convenience and sleekness. We’ve cut some of the plastic from the lip of the pull out tray and added a sliding opening in the side for a “shakable” dispense.

The variations will use less plastic and create a more discreet, comfortable, convenient package.

Distribution As a convenience good, Ice Breakers Cool Blasts will be pushed through Hershey’s Company’s current distribution channels and further expanded to other channels frequently visited by our target market such as movie theaters and convenience stores. This includes both major wholesale and retail chains such as Costco, Sam’s Club, Target, Walmart, and gas stations.

A. Expansion into movie theaters as a convenient solution for date nights and other movie goers utilizes a necessity for a quick solution to fresh breath.

B. Expansion to convenience stores within college campuses and near businesses to serve our primary target market.

Marketing Objectives Marketing Objectives A. Increase brand awareness by 27% B. Increase product trial and repeat purchase by 21% by the end of the 2nd Quarter C. Create a strong social media presence and establish a lead within this new product category before market becomes saturated by direct competitors Media Objectives A. Obtain at least 500,000 views per video on YouTube B. By the end of the 4th Quarter of 2016, increase Ice Breakers Cool Blasts Facebook 1. followers by 30% 2. shares per post by 10% 3. likes per post by 20% C. Create an Ice Breakers Cool Blast Instagram page and obtain 10,000 followers in the first six months, increase average likes per post to at least 300 by the end of the 4th quarter, and build widespread popularity for the hashtag #Zero2Cool.

D. Increase Twitter followers by 500 per month, increase tweets by at least 30 per month and obtain at least 10 retweets and 25 favorites per post per month.

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Marketing Strategy Our marketing strategy will seek to educate consumers about our new product type, boost awareness and interest and position Cool Blasts as a product suitable for “anyone, anywhere, anytime.” Our position as the best product to take consumers from #Zero2Cool, serves as an effective way to communicate the need for a product like Cool Blasts. #Zero2Cool will become the main theme of the advertising and promotion program which will highlight the instant benefits that Ice Breakers Cool Blasts can provide compared to a gum or mint.

The campaign utilizes a thorough mix of advertising including social, web, mobile, streaming and OOH platforms. We will supplement our advertising programs with promotions including price discounts, instant giveaways, corporate partnerships, event sponsorships and social media contests.

We’ve staggered our use of advertising and promotions in a pulsing format in order to achieve maximum ROI by consistently building the brand over the course of our oneyear campaign.

Advertising programs Advertising Campaign : Our flagship advertising initiative that will run for the entire duration of the marketing campaign is #Zero2Cool. This new slogan and new advertising initiative is about educating the customers about what our product is and why it is essential for their daily lives. It’s also about doing so in a way that feels organic and is distinct and memorable enough to separate our brand from the saturated CMG market.

• Concept: The idea is that Ice Breakers Cool Blasts take our consumers from average, unprepared and lackluster to confident, fully equipped and cool. The message is that regardless of what the situation is, anything from a big job interview to a hot date, Cool Blasts get our consumers ready to go. They take our consumers from #Zero2Cool.

• Content: We will feature a variety of content across all digital and nondigital platforms with the message of #Zero2Cool communicated via our redesigned brand theme, packaging and side-by-side comparisons of people who went from #Zero2Cool. For example, we’ll feature a student who looks sloppy and anxious adjacent to that same student cleaned up with the look of confidence on her face.

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Digital Advertising By focusing on digital advertising we reach our target market cost-effectively and efficiently. Advertisements will be displayed on Facebook, Twitter, Instagram and Buzzfeed as well as mobile applications in the forms of display ads.

• Social Media: The use of social media in our marketing campaign will help us build brand awareness for Ice Breakers Cool Blast because our target market are heavy users of these platforms. The primary social media platforms that will be used include Facebook, Instagram, Twitter, YouTube, and Buzzfeed. Through these platforms, we will be able to promote sweepstakes, contests, sponsored content, and commercials that are aimed towards our primary and secondary target market.

• Banner Ads: Targeted banner ads will be placed in key platforms that our target market engages in. This includes websites and social media platforms.

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Mobile Advertising: Our target market are heavy users of mobile devices so it is important to focus on mobile advertising. For example, a banner ad, commercial, or a short clip can be inserted within popular mobile applications.

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Online Streaming Advertising: As the popularity of online streaming continue to rise, it is important for Ice Breakers Cool Blasts to engage in targeted advertisements on platforms such as Hulu, Netflix and YouTube.

Non-Digital In-Store P.O.P. Displays • In-Store displays combined with our new packaging will draw attention to our product and raise the rate at which consumers become aware of Cool Blasts and become trial-based fans. The P.O.P. display design will be appealing to our primary and secondary market. We plan to have these P.O.P. displays in all major retailers and across our distribution channels wherever possible.

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Out-of-home Bus/subway shelters/waiting area Bus and subway stations in urban areas such as New York City is the main means of transportation for residents; therefore, advertising in heavy public transportation stations is a great way to reach our audience.

Bus/subway wraps Bus wraps that are Ice Breakers themed will be placed on bus routes that are in urban areas and the most commuted by students.

Amazon student ambassadors We will designate schools to have a cool blast Brand Ambassador. A brand ambassador will be a group of students (preferably 2) who will be the voice and face of the product. Their main objective is to educate the students, on the product and make their school aware of Cool Blast, which will reach our primary target of 18-24 year olds. Therefore, they will be creating events within the school, and have a presence in school events where they will promote the product. Their main task would be to create and maintain a presence within the school. Student ambassadors will also schedule and plan their own events or partner with other local restaurants and events. They will have certain freedoms or options on the types of outreaches they perform but must have at least 1-2 per month. They will set up booths where they can give away products, they can also team up with their school’s job fairs and showcase Cool Blast’s effectiveness and real world application. This will be important because by creating and maintaining a presence with the student body, it will promote more sales of Cool Blast. With the brand ambassadors, their influence will encourage customer generated content, which will further broaden Cool Blast presence and create a fan base.

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Promotional strategy Sweepstakes Zero2Cool Sweepstakes Building off of the momentum of the initial #Zero2Cool advertising initiative, we will launch a promotional sweepstakes focused on consumer involvement and usergenerated content to grow our fan base and push the growth of our market share. The sweepstakes will run for 6 weeks with a winner being selected each week starting at the beginning of December. Individuals will post a side by before and after (throwback) picture of themselves going from #Zero2Cool on social media platforms including Instagram, Facebook, and Twitter for a chance to win concert tickets.

• Prizes will include flights, cruises, concert tickets and two grand prize winners will receive four-pack tickets to the South by Southwest festival in Chicago during March.

AMC Movie Ticket Giveaways Building off of the initial advertising push and capitalizing on the summer movie season, we’ll be giving away dozens of pairs of movie tickets every week as a part of an instant win partnership with AMC. Select packages of Ice Breakers Cool Blasts will contain a small piece of paper which lets the consumer know that they’ve won a pair of free movie tickets to any AMC theater. They can simply take this paper to AMC locations and redeem their tickets. We expect this to increase trial and word-of-mouth about our brand.

Events Lollapalooza Lollapalooza is an international touring festival with one stop at Grant Park, Chicago.

The annual festival brings music lovers from all over America with attendance reaching 100,000 people per day. Lollapalooza is known for its multi-genre music selection that includes rock, hip-hop, punk rock, and electronic dance music. By partnering with this festival we will be able to reach our primary and secondary target market at an event where there are music lovers of multiple genres. Implementing a cooling viewing deck in the middle of the festival will allow for fan interactions with Ice Breakers Cool Blasts through sampling of the product. The #Zero2Cool hashtag will be the theme of this event activation and coordinate with the current Ice Breakers Cool Blasts national campaign.

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Events HARD Summer HARD Summer is a music festival in Southern California that is a part of the HARD music festival lineup. The 2015 edition of HARD Summer at the Fairplex in Pomona, CA boasted 65,000 attendees per day. The festival’s music selection is mostly electronic dance music with the inclusion of progressive pop. This event hosts attendees that is in our primary target market and will play a role in the success on building brand awareness and trial.

• During the event we will provide amenities that festival goers often seek. An example is offering a mobile charging station for individuals to keep their mobile devices charged. The Ice Breakers Cool Blasts activation booth will be themed to collaborate with the #Zero2Cool campaign. An Ice Breakers Cool Blasts themed photo booth will be provided to attendees which will encourage them to upload to their social media platforms.

SXSW (South By Southwest) South By Southwest is a music, film, and interactive festival that is hosted in Austin, Texas. The ten day festival will return in 2016 with the music festival being six days, film festival being nine days, and interactive conference being five days.

SXSW is a festival that is a combination of a conference, trade show, and a festival. In 2014, the music part of the festival saw over 2,000 different acts from 57 different countries and performing on over 111 stages. The 2014 SXSW interactive side hosted over 32,000 participants, 1,100 conference sessions, and over 2,300 conference speakers. Lastly, the 2014 SXSW film festival screened 133 features, 89 world premieres, 8 US premieres, and hosted 72,035 attendees. Ultimately, Ice Breakers Cool Blasts can benefit from this festival as it targets both of our primary and secondary market. This festival hosts many industry leaders, pioneers, and fans. Implementing an Ice Breakers Cool Blasts themed booth that is integrated in the music, film, and interactive aspects of the festival will help drive the success to the #Zero2Cool campaign.

For example: • Music festival: sponsorship of a stage, cooling station, and water refills.

• Film festival: sponsorship of a film and sampling of product before a screening or premiere.

• Interactive festival: an interactive booth that integrated through a partnership with a company that is introducing a new technology that is appealing to our target market.

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Partnerships/Sponsorships Live Nation Partnership In addition to working with Live Nation during HARD Summer, we recommend utilizing this time to partner with this organization for branded content, consumer promotions, and custom events. This partnership can be used to support many of the other initiatives that we have suggested to help guarantee the reach and strength of our message. • Live Nation currently has over 70 global festivals, 23K concert events worldwide, and a Live Nation event happening somewhere in the world every 20 minutes. Other benefits of working with Live Nation include access to 280 global icons under Live Nation management, 65.7M monthly unique visitors on their family website, 130M consumer database, 23k global concert events, and 17M mobile app downloads.

Netflix Shows We will partner with Netflix to incorporate Cool Blast product placement into their shows for a more organic style of marketing. We will do this by providing monetary support for the show along with product samples to help sponsor an episode or series within Netflix Original shows. With the wide variety of programs that Netflix offers, it will reach our primary target of 18-24 year olds and our secondary target of 25-35 year olds. Sponsoring Netflix as a platform to promote Cool Blast will also be very beneficial since statistics show that Netflix accounts for about â…“ of all internet traffic in the United States on any given night. With that being said it will also give our consumers the ability to learn more about the product, how it works, and familiarize themselves with it to increase the likeliness of them buying it next time they make a purchase.

Textbook Rental Partnerships Amazon Textbook Program Amazon is an excellent platform that caters to the majority needs of college students. One such need can be seen as their competitive book rental program. By partnering with Amazon, we will be able to send college students a sample of the Ice Breakers Cool Blasts for them to try with an additional digital code to purchase more at a discounted price when checking out through Amazon. The promotion will run during peak textbook rental seasons such as January and August and will cater to our primary market of college students.

Chegg We also recommend partnering up with Chegg to send out samples to students who rent and/or buy textbooks from them because Chegg users are typically student attending some kind of school, which is a good way to reach our target market. According to Chegg’s 2015 third quarter report, a total of 2 million customers were reported. By including a sample packet in the box that gets mailed to the students, they will be able to try the product at no cost to them and also receive a coupon thus creating an incentive for them to go buy a packet of their own. With this opportunity we will be able to gain free exposure through the posts that students make on their social media accounts showcasing the items and premiums that they received with their books. By including our product in the box, we are showing them that we are relevant to what a college student interests are or should be.

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Sales Promotion Coupons (Digital and Non-digital) The use of coupons will help promote trial and awareness amongst users who are unaware of Ice Breakers Cool Blasts. Partnering with retailers to deliver digital coupons via their respective mobile apps will ensure that our primary and secondary target market have access to our sales promotions • “Buy-One, Gift-One”, “Buy-One, Get-One”

Timeline Implementation APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR Advertising Zero 2 Cool Campaign Web/Mobile/Online Streaming Ads: Bus/Subways Amazon Student Ambassadors Promotions Zero 2 Cool Sweepstakes Buy One, Get One Buy One, Gift One AMC Movie Ticket Giveaways Amazon/Chegg Textbook Rentals P.O.P. Displays Events HARD Summer Lollapalooza SXSW

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Sales Forecast To increase sales by 16% for a total of $17.7 million during the promotional period, which will be achieved by increasing awareness by 27% and increasing trial by 21% during the first two quarters of the promotional period. This objective will also be accomplished by building brand loyalists to further the reach of the product’s promotional objectives during the promotional period. Sales of subsequent years are projected to grow by an additional 9.5% each year using the following data table to represent forecasted sales:

Annual Sales (Millions)

2016

2017

2018

2019

2020

$17.7

$20.18 (+14%)

$22 (+9%)

$23.32 (+6%)

$24.72 (+6%)

Budget Research & Development Promotional Packaging $150,000.00 Sweepstake $141,000.00 New Flavor $200,000.00 Events Advertising Programs Lollapallooza $650,000.00 Digital Hard Summer $400,000.00 Social Media $2,765,000.00 SXSW $360,000.00 Banner $850,000.00 Mobile $693,000.00 Partnerships/Sponsorships Online Streaming $555,000.00 Live Nation $550,000.00 Netflix/Hulu $420,000.00 Non-digital Amazon $360,000.00 POP Displays $22,200.00 Chegg $240,000.00 AMC Ticket Giveaways $200,000.00 Out-of-Home Bus/subway waiting area $360,000.00 Sales Promotion Bus/subway wraps $240,000.00 Coupons $180,000.00 College Ambassadors $320,000.00 Total Campaign Cost $9,656,200.00

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Appendix Question 1

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Verification Emails

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