boxed

ADVERTISING PLAN BOXED WATER

ABIGAIL SCHULTZ

SITUATION ANALYSIS BRAND HISTORY ESTABLISHED IN 2009, THE REVOLUTIONARY BRAND-BOXED WATER HALLMARKS ITS EFFORTS TO SAVE OUR PLANET FROM PLASTIC, ONE WATER CARTON AT A TIME. ACCORDING TO BOXED WATER IS BETTER, FOUNDER OF BOXED WATER BENJAMIN GOTT PROPOSED AN IDEA THAT WOULD FULFILL THE DEMAND FOR PACKAGED WATER IN AN ALTERNATIVE ENVIRONMENTALLY FRIENDLY WAY. SO, HE DEVELOPED A SUSTAINABLE ALTERNATIVE TO PLASTIC WATER BOTTLES. BOXED WATER. THE BOXES, WHICH STILL OFFER A 92% PLANT-BASED BOX, ARE 100% RECYCLABLE. IN THE EARLY 2010S, A BOOM IN CONSUMER SUSTAINABILITY MINDSETS STIMULATED THE NEED FOR SUSTAINABLE WATER CHOICES, WHICH LED TO THE COMPANY'S EXPANSION ACROSS THE COUNTRY. THE BRAND UPDATED ITS PACKAGING DESIGN, CREATING A RUSH OF CONSUMERS SOLELY FOR THE UNIQUENESS AND UNPRECEDENTED APPEARANCE OF THE WATER. THIS MEDIUM HELPED TO DEVELOP A COMPREHENSIVE MARKETING PLATFORM THAT OUTSIZED SOCIAL MEDIA AND CAPTURED CELEBRITY ATTENTION. IT BECAME A CRAZE THAT OPENED A NEW CATEGORY FOR CONSUMERS TO ENJOY WATER AND ENCOURAGED CONSUMERS WORLDWIDE TO BE MORE SUSTAINABLE AND ENVIRONMENTALLY FRIENDLY. IN 2014 THE BRAND PLEDGED TO GIVE 1% OF SALES REVENUE TO ENVIRONMENTAL ORGANIZATIONS, AND IN 2015 THE BRAND PARTNERED WITH THE NATIONAL FOREST FOUNDATION TO PLANT ONE MILLION TREES IN THE UNITED STATES' NATIONAL FORESTS BY 2020.

SITUATION ANALYSIS CURRENT USERS/DEMOGRAPHIC OF USERS UPON THE RESEARCH OF BOXED WATER DEMOGRAPHICAL DATA, THERE IS NEARLY AN 80% CONSUMER RECOGNITION OF THE IMPORTANCE OF SUSTAINABILITY. WITH THE AVERAGE GLOBAL CONSUMPTION OF BOTTLED WATER AT $391 BILLION PER YEAR, MOST BOXED WATER CONSUMERS UNDERSTAND THE AWARENESS AND ENVIRONMENTAL IMPACT THE BRAND HELPS TO DELIVER OVER ALTERNATIVE OPTIONS. ACCORDING TO BEVNET BUSINESS INSIDER, THE DEMOGRAPHICAL DATA SUGGESTED THAT NEARLY ALMOST EVERY AGE RANGE REPORTED INTEREST IN THE PRODUCT'S SUSTAINABILITY FEATURES, WITH 92% OF RESPONDENTS PASSIONATE ABOUT CAMPAIGNING IN AND FOR OUTDOOR ENVIRONMENTAL GROWTH WITHIN PURCHASES. FURTHER, THE PERCENTAGE ENGAGES IN ECO-FRIENDLY ACTIVITIES AND ACTIONS SHARED OUTSIDE WITH ENVIRONMENTS LIKE OCEANS AND FORESTS. THIS PERCENTAGE RESONATES WITHIN THE COMPANY'S CONTINUED PROJECTS THAT GIVE BACK TO OUR EARTH, LIKE THE PLANET PROJECT, WHICH ENABLED CONSUMERS TO PLANT TREES THROUGH THE BRAND'S SOCIAL MEDIA PLATFORM. WITHIN THE GROWTH OF THE BRAND'S SOCIAL MEDIA ENGAGEMENT, IT HAS FURTHER SPECIFIED WOMEN 18-24-YEAR-OLDS AS THE AVERAGE CONSUMER, CLOSELY FOLLOWED BY MEN OF SIMILAR AGE.

SITUATION ANALYSIS BRAND ISSUES AND OPPORTUNITIES BOXED WATER'S MOST PROFITABLE AND PRODUCTIVE YEAR WAS JULY 2015. AS THE BRAND'S MARKETING WAS AT AN ALL-TIME HIGH, THE TEAM MADE A CONSIDERABLE RELEASE ON SOCIAL MEDIA PLATFORMS, FEATURING NEW DESIGNS AND SPONSORED SEVERAL EVENTS. ALL OF WHICH HELPED BRING AWARENESS OF THE PRODUCT AND THE BRAND'S ENVIRONMENTAL AIM. THE BRAND SAW A 22% DECREASE IN ANNUAL SALES LAST YEAR WHICH HAVE DECLINED OVER THE PAST SEVEN YEARS. THE MAIN REASON FOR THE LACK OF GROWTH WITHIN THE BRAND IS THE NEED FOR MORE PUBLICATIONS TO BRING AWARENESS TO THE PRODUCT AND COLLABORATIONS THE BRAND OVERSEES. WITHIN THE PAST YEAR, NEW CREATIVES HAVE WORKED TO HELP CAPTIVATE CURRENT AND FUTURE CONSUMERS TO UPDATE THE BRAND. WHILE RECENTLY BECOMING THE FACE OF WATER FOR ALASKA AIRLINES, THE BRAND HAS BROUGHT THE COMPANY TO AN ENTIRELY NEW CATEGORY OF CONSUMERS INVOLVED AT ALL SOCIAL, TECHNOLOGICAL, AND ENVIRONMENTAL LEVELS. THE BRAND HAS THE ADVANTAGE OF DISTRIBUTING ADVERTISEMENTS THROUGHOUT DIFFERENT CITIES AND POSSIBLY THE ENTIRE WORLD FROM ONE FLIGHT ON ALASKAN AIRLINES. DESPITE THE DECLINE, THERE IS STILL HOPE FOR THE FUTURE AS THE BRAND HAS THE ADVANTAGE OF BEING THE FIRST COMPANY TO SELL BOXED WATER, PROVIDING THE MOST SUSTAINABLE PRODUCT, AND THE PLETHORA OF LOYAL CONSUMERS THAT CONTRIBUTE TO THE COMPANY'S STANCE ON A SUSTAINABLE ENVIRONMENT.

SITUATION ANALYSIS COMPETITOR ANALYSIS JUST WATER IS AMONG BOXED WATERS' TOP COMPETITORS. THE BRAND ALSO FEATURES BOXED WATER THAT CHARACTERIZES ITS BRAND AS A SUSTAINABLE ALTERNATIVE TO PLASTIC OR ALUMINUM BOTTLED WATER AND WORKS TO HELP BRING SOCIAL TRANSPARENCY. THE BRAND, FOUNDED BY JADEN SMITH IN 2015, STARTED OUT HAVING THE ADVANTAGE OF CELEBRITY SUPPORT AND HAS HELPED TO SHOW THE BRAND'S GROWTH. JUST WATER SIMILARLY WORKS IN SUSTAINABILITY, BUT UNLIKE BOXED WATER, IT ONLY OFFERS ABOUT AN 88% RECYCLED CARTON COMPARED TO BOXED WATERS 100%. COMPARABLY TO BOXED WATER, JUST WATER PARTNERS WITH OTHER BRANDS BY BRINGING AWARENESS THROUGH SOCIAL MEDIA AND ESTABLISHING A SOLID MARKETING CAMPAIGN THAT BRINGS DESIGN THROUGH MULTIPLE ASPECTS OF RETAIL. WHEN EVALUATING THE HISTORY OF BOTH BRANDS, IT BECOMES EVIDENT THAT BOTH COMPANIES COMPETE FOR AND SEEK SUSTAINABILITY-MINDED CONSUMERS. THOUGH BOXED WATER HAS SEEN MORE YEARS IN THE INDUSTRY, JUST WATER HAS EXPANDED TO A BROADER NUMBER OF LOCATIONS, ALLOWING FOR A MORE EXTENSIVE RANGE OF CONSUMER ENGAGEMENT. WHEN CHOOSING BETWEEN THE TWO, COST ALSO COMES INTO PLAY. WITH A CHANGE IN PRICE POINT, JUST WATER OFFERS A CHEAPER ALTERNATIVE OF ALMOST TWO DOLLARS LESS THAN BOXED WATER. IN THE BROADER POPULATION, CONSUMERS OFTEN PICK THE CHEAPER CHOICE. WITH SIMILAR DESIGNS, ADVERTISING, MARKETING, AND INFLUENCE, IT CAN BE THE OBVIOUS CHOICE FOR ONE NOT AWARE OF THE SUSTAINABLE DIFFERENCE TO CHOOSE JUST WATER. A CONSUMER'S CHOICE COMES DOWN TO PERSONAL INTEREST. BOTH BRANDS GIVE BACK EXTENSIVELY TO HELP OUR EARTH AND FOCUS MORE ON THE SUSTAINABILITY GAINED FROM THEIR PRODUCTS THAN THE REVENUE GARNERED.

External Factors

Internal Factors

SWOT ANALYSIS CHART Positive Factors

Negative Factors

STRENGTHS  100% Recyclable (Business Insider, Boxed Water)  Niche product sector (Boxed Water, Bloomberg)  Environmental/conservation al efforts (Boxed Water)

WEAKNESSES Weak marketing and advertising  leading to little brand recognition compared to competitors (JUST Water, Gale)  Competes with JUST Water which offers a more extensive range of product with a wider market share (JUST Water, EBSCOhost) Seasonality consumer usage low during holiday seasons (Shipmate)

OPPORTUNITIES Increase in sustainably  minded and environmentally conscious consumers (Boxed Water, Business Insider)  Potential to fully replace plastic and aluminum bottles (Yahoo, Boxed Water, Beverage Digest) Competitive  pricing: 12 pack, $12-$24 vs. $24-$42 (JUST Water, Statistica, Mashed)

THREATS  Majority of sustainable consumers prefer alternative options (Google Trends)  Mass water consumers choose  bottled water (Google Trends) Price Point more expensive than alternative options (JUST Water,  Owler) Home filtration systems (Brita, Culligan)

CREATIVE BRIEF/ STRATEGY Who is the target audience, and what motivates them?

Boxed Water will continue to target younger consumers (18-29) but will expand the target market to middle-aged consumers (30-49). Within the water, industry brands fuel off celebrity endorsements, which specifically catch the interest of young consumers eliminating multiple generations of consumers within the advertising appeal. This medium can be a cryptic experience for middle-aged consumers' choice when purchasing when they are outside of the brand's target market. Expanding the target market will allow the brand to advertise to a different range of consumers, address flavored water's 2% increase among middle-aged respondents over younger consumers, and work to demographically showcase a target market that is also a part of the 49.7% of water consumers avoiding plastic water bottles.

What is the Campaign going to Accomplish?

The objective of the advertising campaign will work to reposition Boxed Waters's target market. Boxed Water currently focuses on a younger target market, limiting the brand awareness to middle-aged consumers, the leading consumers in the growing flavored water sector. By widening the target market, Boxed Water hopes to enhance brand engagement and bring brand awareness to flavored water consumers as an environmentally sustainable brand.

CREATIVE BRIEF/ STRATEGY Why should they BELIEVE this about the brand? What are the reasons?

Boxed Water is the first boxed water carton company that offers a 100% sustainable option. Boxed Water offers consumers multiple extensive research results that showcase statistical data, product life-cycle, competitor comparison, and the global impacts the company serves in and out of the Boxed Water brand. The research conducted is consistent with LCA: ISO 14040:2006 and ISO 14044:2006 International Standards, which further proves and actualizes the accuracy of their data.

What is the Single Most Persuasive Idea to speak about?

The key takeaway of this Campaign is that Boxed Water will enhance brand awareness in the flavored water sector as a more environmentally sustainable option.

POSITIONING STATEMENT Boxed Water is a bottled water company that provides a 92% plant-based box carton for environmentally friendly and eco-conscious disposable water bottle consumers, unlike Just Water, which provides a similar product and shares similar brand values but provides a 88% plant-based box carton.

Sustainable Disposable Water Bottle Consumers

FOR

BOXED WATER

IS A

Sustainable Boxed Water Company

WHICH

PROVIDES

UNLIKE

WHICH PROVIDES

92% plant-based carton

JUST WATER

88% plant-based carton

Storyboarding a commercial 1

BOXED WATER 2

3

4 4

VIDEO: plastic bottle (flavored water) entrance

VIDEO: box landing on top of them crushing them to showcase the wonders of boxed water

competition

5

6

VIDEO: goes into showcase a plethora of videos in nature environments -brings demographically targeted data and attraction to the lifestyle and sustainability 7

BOXED WATER IS BETTER VIDEO: person opening drinking boxed water

fridge

and

VIDEO: Box closes and showcases boxed water benefits in total becomes part of fridge transition

VIDEO: ending of boxed water logo and any further details to prohibit the quality of information and to finish with action supporting context

VIDEO: person drops into water transition into water going into boxed water

Creative Pyramid Action Desire Credibility Interest Attention

Boxed Water logo Go to website Image and name A sustainable bottle that contributes to support sustainability and engages in environmentally friendly purchases.

Showcases the facts and information associated with the brand's sustainability and environmentally friendly features.

The lifestyle contribution of choosing a sustainable choice for a refreshing and enjoyable flavored water beverage that walks within the lines of nature and the contribution to a susceptible life.

The intro of quick shifts of multiple flavored drinks to the box-crushing them grabs the attention of consumers who drink flavored water and animation stimulation.

It brings consumer questioning (ex. hmm, what is this about?) and grasps the attention of consumers

COMMERICIAL

YOUTUBE EXTENSION https://youtu.be/9OepWMyNMsE

Social Media Campaign

For my Boxed Water campaign, I introduced a wider target demographic and visual points to connect the brand to its mission within flavored Water. The key takeaway of this campaign is that Boxed Water will enhance brand awareness in the flavored water sector as a more environmentally sustainable option by collaborating with consumers through social media and using the hashtag #betterplanet.

I chose to keep Instagram as my central platform for the demographic aspect of the brand as it already holds a significant number of younger consumers. Furthermore, it has tremendous potential to grasp middle-aged consumers than FaceBook would attract younger consumers, similar to the social media platform Twitter which has a more challenging time attracting middle-aged consumers. Instagram's Reel feature also allows for multimedia production, allowing it to appeal to the rise in short videos. Reel videos have gained much traction as advertising on platforms such as Instagram and TikTok.

Boxed Water aims to encourage customers to share photos of them enjoying their boxed water through the "Are you picking up the phone" social media ad.

The ad displays a call notification from Boxed Water, calling upon users to answer this call for new flavors and an eco-friendly alternative to bottled Water. This ad includes images of the product and displays the new flavored water options, encouraging customers to engage with the post and drawing viewers' attention to the packaging and aesthetic of the brand. Boxed Water, while the iron is hot on the rise in popularity of flavored Water, hopes to draw new attention to the brand. Entering the flavored water market offers them an advantage with little to no competition regarding flavored eco-friendly water options.

Within these more developed, demographically targeted, and engaging posts, Boxed Water should see a rise in engagement on social media. The pick up the phone social media ad targets to engage a demographic within nature hashtags and scenes. By using healthy and eco-friendly alternatives as traction in this audience pool. I will expand my influencer base and marketing to an older demographic by widening my target demographic. I interviewed five subjects within this campaign creation, both familiar and unfamiliar with this current demographic, including the diversity of demographics from young to middleaged consumers within sustainability, fitness, and nature, alongside hashtags, graphics, and demographical promotion.

Furthermore, it encourages consumers to engage and participate in the campaign. The hashtags helped specify a database of shared users associated with the specific post and brand.

Instagram is a great app as it allows users to share a post to their story, send it to friends, and participate in the campaign by posting themselves. Their social media platforms encourage current and potential users to purchase and bring awareness to the environmentally friendly aspect Boxed Waters flavored water has to offer.

Instagram Demographical Reference Data 2022 Number of monthly active users: 2 billion Largest age group: 25-34 (31.2%), with 18-24 close behind at 31% Gender: 48.4% female, 51.8% male (no data on other genders). Instagram maintains a firm hold on Gen Z and Millennials — these groups make up roughly two-thirds of their base.

Recent Instagram stats and new Shopping features (like Drops) signal the platform’s shift to becoming an ecommerce hub.

https://sproutsocial.com/insights/new- socialmedia-demographics/

OPEN YOUR FRIDGE

(THE BETTER CHOICE)

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