ADV 412 Final Plans Book

8/14/2019 ADV 412 Final Plans Book

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Kristina Anderson

Michael Boyer

Ricky Lerma

Laura Madary

Taylor Prochaska


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Table of contents

ExecutiveSummary..........................................................................1IndustryOverview............................................................................4SituationAnalysis.............................................................................6HistoricalOverview..........................................................................7ConsumerResearch..........................................................................9

AdvertisingStrategy........................................................................11CreativeStrategy.............................................................................14MediaPlan......................................................................................19Promotions.....................................................................................23

Appendix


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Executive Summary

NineteenSixty-SevenhasbeenaveryexcitingyearsofarinAmericansociety,andwe

believeitwillbeanexcitingyearforHobarama,LLCaswell.NineteenSixty-SevenpresentstheperfecttimetolaunchBawlsGuaranaEnergyDrink.Thecounter-culturemovementinSanFranciscoisstartingtogrow,andattachingBawlstothehippieculturewillreallyallowittotakeholdofanewgenerationlookingforadifferentkindofhighinthisdrug-riddenworld.Becausetherehasneverbeenanenergydrinkbefore,wewillbetappingintoacompletelyuntouchedmarket,andwebelieveHobaramawillhavegreatsuccess.

Industry Overview

History, Trends, and Outlook

Energydrinksarenon-existentintheUnitedStates,althoughtheyarebeginningtogaininpopularityinEuropeandAsia.Coffee,tea,caffeinatedsodas,andcaffeinepillsaretheonlyoptionspeoplehaveforgaininganextraboostofenergy.

CompetitionOurprimarycompetitioniscoffee.Oursecondarycompetitioniscaffeinepills,caffeinatedsodas,andtea.Coffee,soda,andteaalloffercaffeineinmuchlowerdoses.Caffeinepillsofferalargerkickofcaffeine,butareusedmainlyforstayingawake,notforrecreation.

Situation Analysis

Ourproductishighlycaffeinated,carbonated,andislowincalories.Bawlsisallnaturalbecauseitgetsitscaffeinefromtheguaranaberry,whichgivesitanedgeoveritscompetition.

Historical Overview

Hobarama,LLCwasfoundedin1996andhasdevelopedasmallvarietyofhighly

caffeinatedproductsincludingdrinks,pills,andfrozenbeverages.Hobaramahasalwaysusedgrass root techniqueswhenmarketing theirproductandhastargetedveryspecificmarketssuchasgamers,extremesports,andthefashionindustry.BawlsEnergyDrinkhasbeenafairlyelusiveandhard-to-findproduct,withmostofitssalesoverthepastelevenyearscominginthroughtheInternet.


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Consumer Research

Primary Market

MenandWomenages15-30,HippiesLiveinHaight-AshburyneighborhoodofSanFranciscoHavedroppedoutofsocietyFree-spiritedandtransient,appreciatemusic,literature,andartRecreationaldruguserswhoexperimentsexually.

Secondary MarketCollegeStudentsages18-25Alsobelieveinrecreationaldruguseandfreelove,butstillapartofsocietyLeft-wingpoliticalviewpoints,opposethewarinVietnamSpecificallytargeteduniversitiesincludeBerkeley,UniversityofWisconsinatMadison,

UniversityofMichiganatAnnArbor,KentState,andColumbiaUniversity

Tertiary MarketHighSchoolStudentsages15-18Beginningto challenge authority andbelieve in idealsof thecounter-culturemovementNotasconcernedwithpoliticsordruguseasappearingcool

Advertising Strategy and Objectives

OurmaingoalforBawlsEnergyDrinkistocreatebrandloyaltyinourprimarymarketandtoattachBawlstothecounter-culturemovement.Inordertoaccomplishthesegoals,wehavedevelopedanadvertisingcampaignthatincorporatestheuseofmagazineandradiomediaaswellasviralcampaigningtechniques.ByportrayingBawlsasnon-commercial,subversive,andcool,wewillbeabletodrawinourtargetmarketandattachtheproducttothehippieculture.Basedonourprimary,secondary,andtertiarymarkets,wehavedevelopedathree-partadvertisingstrategywhichreflectsourgoals.

Stage One:IntroduceBawlsintotheHaight-Ashburyareausingviraltechniques,useprintandradioadvertisements,showBawlsascompletelynon-commercial

Stage Two:LetBawlsspreadtocollegecampuses,introduceBawlsUpAllNightersStage Three:TargetHighSchoolstudents,keepBawlsrebelliousimageevenasitbecomesmoremainstream


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Creative Strategy

Copy Elements

Soft-sell,willappealtoindividuality,partying,spirituality,andrebellionHeadlines:GetLifted,ExpressYourEnergy,andANewLevelofConsciousnesswillrefertotheseideasaswellaspushthebenefitsoftheproductManifestowritteninalyricalstylewhichreflectstheBeatpoetsbutwithmorepsychedelicimagery.

Art ElementsVisualsreflectpopularartworkofthetimesuchasalbumcoversandtheworkofPeterMaxandshouldbeseenasartthemselves.Thelayoutanddesignoftheadswillusepsychedelicimageryandfonttoappealtoourtargetmarket.

Theoverallillustrationwilluseboldoutlines,andflatcolorsinthestyleofArtNouveau

Media Plan

Traditionalformsofadvertisingincludingradio,magazine,andnewspaperwillbeplacedinverycarefullyselectedlocationsthatareoutsidethemainstream.Viraltechniqueswillbethebulkofourstrategy,usingnon-traditionalmethodstoreachournon-traditionalmarket.

Promotions and Public RelationsOurpromotionswilllookasauthentictothecultureandasnon-commercialaspossible,withafocusonreachingouttoourconsumerseverywheretheygo.Ourpromotionswillinclude:ApostergiveawayofourprintadvertisementsTheBawlsyPrankstersBus,whichwilltravelaroundSanFranciscoandlateracrossthecountryPresenceatmusicfestivalsincludingtheMontereyPopFestivalBawlsnapkinsatbarsPrivatevendorswhosellourproductonthestreets

CampusMusicFestivalsBawlsUpAllNightersDJSponsorship


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Industry Overview

History

CoffeewasfirstintroducedtoNorthAmericasoonaftertheareawascolonizedbytheFrenchinthesixteenthcentury.Eversincethen,coffeehasbeenthecaffeinatedbeverageofchoiceamongstgenerationsthathavefollowed.Liketoday,itwascommonlyconsumedwithbreakfast,becausecaffeinehelpedonestayawakeforthedayahead.Thepopularityofinstantcoffees,likeNescafe,explodedduringthe1930sand1940s.ThedemandwassohighamongstthemilitarythattheentireproductionofNescafesU.S.plant,aboutamillioncasesayear,wasreservedformilitaryuseonly.Throughthe1950supuntilnow,thelatesixties,coffeehasbeencementedintothefabricofAmericanlife.

Similarly,caffeinatedsodaslikeCoca-ColaandPepsihavebecomeingrainedintotheAmericanconsciousness.Thoughanewerdevelopment,inventedinthelate1800s,sodahasanalmostuniversalappealacrossAmerica,enjoyingimmensepopularitysinceWorldWarI.BrandslikeCoca-ColaevenbecamesynonymouswithAmerica,goodtimes,andcomfortamongsthomesickU.S.soldiersfightinginWorldWarII.Furthermore,afterthesuburbanizationofthefifties,sodabecameinextricablefromthefastfoodandmaltshopexperiencethathassincebeenastandardamongstteenagers.

Trends

Currently,disaffectedyouthareemigratingfromtheAmericassuburbstothecounter-culturalsceneofSanFranciscosHaight-Ashburyneighborhood.Thispopulation,comprisedmostlyofBaby-Boomers,isreactingtotheconservativeupbringingtheyexperiencedin1950s,onethatstressedconformityandfamilyvaluesaboveallelse.Heretheyliveandpromotelifestylesthatarediametricallyopposedtothoseoftheiryouth.Theypartakeinpromiscuoussexandrecreationaldruguse,emphasizingexperimentationoverstability.BrightcolorsandArtNouveauhavegainedinpopularity.The1951filmfromtheirchildhood,

Alice and Wonderland,hasbeenturnedonitsheadwithitsuseasapromotionaltoolandinstructionbookfortheirwayoflife.ThispopulationhasthwartedcommercialismandchallengedAmericaninstitutionsrangingfromCampbellsSouptopolitics.


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Outlook

Abeveragemorecaffeinatedthansodaandcoffee,whoseexpresspurposeistoalteronesstateofconsciousness,isarevolutionaryidea.Sincethereisnootherproductlikeit,Bawlswillcornertheenergydrinkmarketandmaintainitsassociationwithrebellion.Insodoing,Bawlswillcapitalizeonthecurrenttrendofrecreationaldruguse,freelove,andoppositiontoauthority.OnceBawlsgainsinpopularity,copy-catcompetitorswillemerge.Bythen,however,BawlswillhaveauthenticateditselfwithintheHaight-Ashburysceneandgainedastronglybrandloyalfollowing.Allotherenergydrinkstocomewillbeviewedasoutsiders.

Competition

Ourprimarycompetitionincludescaffeinatedcoffee and caffeine pills. Our secondarycompetitionincludessodaandtea.CompetitionStrenghts: Other thancaffeinepills,ourcompetitionismorewidelyavailable,islowerpriced,andtastesbetterwithfoodthanBawls.Coffee,tea,andsodaareallAmerican

culturalinstitution.CompetitionWeaknesses: Bawls containsagreateramountofcaffeine,vitamins,andsuppliesamorepotent,longerlastingcaffeine-highthantheothercaffeinateddrinks.BawlsEnergyDrinkhas8.00mgofcaffeineperoz.wherecoffeehas7.13mg/oz.Onaverage,acaffeinepillcontains200mgofcaffeine,onefullBawlsservingcontains80mgofcaffeine.Sodaonlycontainsabout3mg/ozandteaabout3.45mg/oz.


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Situation Analysis

Product Analysis

Bawlsisahighlycaffeinated,carbonatedenergydrinkOnebottleofBawlshasthesameamountofcaffeineasoneandahalfcupsofcoffeeorthreecansofsodaBawlsismadewithguaranaextract,aberryfromSouthAmericathatoffersakickofcaffeinethatsall-naturalOnebottleofBawlshas120caloriesperserving,asopposedtootherenergydrinks,whichoffer500pluscalories

Bawls'competitiveedgeexistswithinit'sall-natural,low-calorie,andhighlycaffeinatedcharacteristics

Current Market Position

ConsideredtobeGeekBeerduetoitspopularityamongcomputergamersandatall-nightLANparties.Untilrecently,Bawlswasonlyavailableover

theInternetor atsmallcomputer stores,thoughnowitissoldatSuperTargetand7-ElevenBawlsismoreexpensivethanitscompetitionatanaveragepriceof$1.58abottle.However,increaseddistributionatSuperTargetwilllowerthepricecloserto$1,acomptetitivepricewithinitsproductcategory.


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Historical Overview

History of Company

Spring1996HobyBuppert,arecentgraduatefromCornelUniversityfoundedHobarama,LLCaftercreatingabusinessplanasapartofhisseniorproject.Hewaslookingtocreateaproductthatwouldbeahighly-caffeinatedalternativetocoffee.November14,1996BawlsGuaranawaslaunchedintheSouthBeachneighborhoodofMiami.Summer1998Bluesnews.com,agamerwebsite,mentionedBawlsinablog,andovernightBawlsbecameafavoriteamonggamers.

October2002CompUSAbeginsdistributingBawlsinitsstoresnationwide.Fall2004BawlsBuzz,caffeinated,fizzycandies,werelaunched.March1,2005BawlswasnamedtheofficialdrinkoftheNationalProfessionalPaintballLeague(NPPL).April2005BawlsGuaranexxwaslaunched,asugarfreeversionofthedrinkwhichismarketedtowardswomen.December12,2005MilitaryBawlsPacksarefirstdistributedtosoldiersabroadandathome.Spring2006SnoBawls,afrozenversionoftheenergydrink,waslaunchedin7-Elevenstores.Summer2006Bawlssponsorsthe2006SunglassHutSwimShowsinMiamiand

OlympusFashionWeekinNewYork.2007BawlsbecamethesponsorofBMXracing,whichwillbefeaturedatthe2008OlympicGamesinBeijing.BawlsalsobecametheofficialenergydrinkoftheNationalBicycleLeague(NBL)intheUnitedStates.

Technological Advances

Bawlsgetsitscaffeinefromtheguaranaberrywhichmakesittastebetterthanother

energydrinksandmakesithealthiersincelessofitsenergycomesfromsugar.


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Trends

BawlsGuaranexxwascreatedin 2005 tofollow thelow-carb crazeandismarketedtowardswomen.

Scope of Business

BawlshasaninternationalconsumerbasebecauseofitsavailabilityovertheInternet.BawlsisavailableatCompUSAstores,SuperTarget,7-Eleven,andgamingstores.Bawlssponsors15-20LANpartiesaweek,aswellassponsoringtheNPPL,NBL,andOlympusFashionWeek.

History of Product Category

WhileenergydrinksappearedinEuropeandAsiainthe1960s,thefirstproductthatresembledtodaysenergydrinksthatwasreleasedintheUSwasJoltColainthe1980s.ThefirsttrueenergydrinktobecomepopularintheUSwasRedBullwhichwasintroducedtothestatesin1997.

Todayweareinthemiddleofanenergydrinkcraze.PopulardrinksincludeRedBull,Monster,Vault,FullThrottle,Spark,Redline,andBawls.

AccordingtoBeverageIndustrymagazine,energydrinksarethefastestgrowingsectoroftheindustry,withsalesrising64%in2005.


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Consumer Research

Target Market

Ourtargetmarketiscomprisedofmenandwomenaged15to30years,whohavetunedintomusic,turnedontoillicitdrugs,anddroppedoutofmainstreamsociety.

Market Segments Identitfied

Primary Market

Ourprimarymarketismenandwomenaged15to30whohavecongregatedintheHaight-AshburyneighborhoodofSanFrancisco,anareanamedaftertheintersectionofstreetsHaightandAshbury.Thisdistricthasbeenfamousforitsbohemiansubculture,startingwiththeBeatGenerationinthe1950s,whofloodedtheareawithdrugs,poetry,andtransientlifestyles.Currently,anewgenerationofsubversives,calledthehippies,hascongregated in thisarea, attractedto its rebellioushistory.Their

livesrevolvearoundpsychedelicrockmusic,promiscuoussex,andtheconsumptionofdrugs.Theyenjoyattendingrock concertsand nightclubs.However, theythwartcommercialismand ideasof conventionalbeauty,optingformorenaturallooks.Apopulationconsistingmainlyoftransients,runaways,andoutcastsfrommiddletolowerincomesuburbanhouseholds,thehippiesdonottrust authorityfigures,institutionalorparental.Indeed,theirmottoisdonttrustanyoneoverthirty.Theirvaluesstand

diametricallyopposedtothoseofthemoreconservativemainstreamsociety.Thoughtheyareadiversebodyofindividuals,

theyareatightknitcommunityboundbytheiridealsandsuspicionofoutsiders.TheyworshipatthefeetofpsychedelicrockbandslikeJeffersonAirplane,theGratefulDead,andJanisJoplin,allofwholiveintheneighborhood.Membersofthetarget


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Advertising Strategy

Thecampaignwehaveplannedwilltakeplaceinthreestages.ThegoalofstageonewillbetoentirelyimmerseBawlsenergydrinkintothehippiecounterculturemovement.Wehavechosen thistargetdue tothefactthatpopulartrendsoftenbeginwiththecounterculturebeforebecomingcopiedinthemainstream.WeplanforthistobethecasewithBawlsenergydrink.DuringthesecondandthirdstagesofthecampaignwewillspreadtheBawlsenergydrinktrend.

Stage One

StageOnewillbeginduringthesummerof1967.Usingmainlyviraltechniques,thiscampaignwillcompletelyimmerseBawlsenergydrinkintothecounter-culture,specificallythegroupofpeoplelivingintheSanFranciscoenclave,Haight-Ashbury.

Stage Two

StageTwowillcontinuewiththetacticsusedduringStageOne,beginninginthefallof1967.AsmanyofthesetransientsfromHaight-Ashburyreturnhometheywillbespreading

theidealsandhabitsadoptedduringtheSummerofLove,includingtheconsumptionofBawlsenergydrink.LikeStageOne,StageTwowillbeanalmostentirelyviralendeavor.Wewillhelpfacilitatethisspreadbytargetingthemostliberalandinfluentialcollegecampuses.

UniversityofCaliforniaatBerkelyUniversityofWisconsinatMadisonUniveristyofMichiganatAnnArborKentStateUniversityColumbiaUniveristyinNewYorkCity

Stage Three

Finally,afterBawlsbecomesknownasasymbolofthecounter-culture,ourcampaignwillmovetothenationallevel.AfterStageOneandTwobeingcompletelylocalized,Stage


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Threewillbegintotargethighschoolstudentsand"wannabees".Bawlswillremainasymbolofrebellionandbecomeawayforourtertiarytargettoexpressthoseideals.

Advertising Goals

SeeBawlsbecomeemblematicofandinextricablefromthe1967counter-cultureHave80%ofourtargetexposedtoBawlsatleastonceinthefirstmonthofourentirelyviralcampaignUsetheMontereyPopFestivaltofullyimmerseBawlsinthecounter-cultureCreatetrialusageamongst50%oftheMontereyPopFestivalattendantsContinuetoprovideBawlsintheHaight-Ashburyareaatanysocialgatheringorpartytofullyassociateitwithdrugusageandthepsychedelicrockscene

CreateastrongbrandloyaltyamongstHaight-Ashburytargetbystayingcompletelynon-commercialandemphasizingourrebelliouspsychedelicimageryBytheendofthesummerof1967increasesalesby20%inprimarytargetBytheendofthesummerof1967increaseawarenessby80%inprimarytargetAttheendoftheSummerofLove,beginStageTwoofthecampaignbyspreadingourviraltechniquesatinfluentialliberalcollegecampusesIncreaseawarenessby70%inoursecondarytargetIncreasesalesby30%inoursecondarytargetAfter1.5yrsofthemostlyviral/localcampaign,movenationallyandtargetrebelliousteenagersIncreasesalesby45%withtheadditionofthisnewtarget

Maintainrebelliousimagethroughoutallstagesofthecampaign,especiallyStageThree

Product Concept

Product or market positioning

DuringStageOneBawlswillonlybesoldinsmallstoresintheHaight-Ashburyarea.ItwillbesoldinMomandPopstores,nightclubs,andheadshops,suchasPsychedelicShoponHaightStreet.Bawlswillalsobesoldbyprivatevendorsoutsidebarsandatrockfestivals.DuringStageTwowewillusethesametypesofvendors.Finally,duringstagethreewewillexpandtomoreandlargerstores,possiblyalocalchainsuchasCalaFoodsintheSanFranciscoarea.However,wewillstayoutofthelargerchainstores.


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Product Differentiation

Bawlsisarebelliousundergrounddrinkthatwillenhanceayouthsexperienceofthecounter-cultureofdrugs,musicandfreeloveBawlswillbeseenasanessentialpartofpartyingorhavingagoodtime;itwillnotbeusedforlatenightstudyingorasamorningpickmeupBawlshasa"naturalhigh"becauseitgetsitscaffeinefromtheguarannaberry,unlikecaffeinepills.Bawlscontainshealthbenefitslikevitamins,unlikecoffee,tea,orcaffeinepills

Life Cycle

Bawlscanbeconsumedeveryday,whetherforpurposesofpartying,hangingoutwithfriendsorreachingahigherstateofconsciousnessBawlscanbeconsumedwith,orinplaceof,alchoholicbeveragesandillegalsubstances;whoseconsumptionisadailyritualforourprimarytarget

Classification, Packaging and Branding

Bawlswillbeclassifiedasacaffeinatedbeverage.Itwillbesoldinindividual,hookah-shapedglass

bottlesThebottlewillincludeaDrinkMetagtiedaroundtheneckofthebottle,areferencetothe1951movie AliceinWonderland

Thisnewdesignismeant tofurther associateBawlswiththe counter-culturemovement,specificallythedrugculture


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Creative Strategy

OuradvertisingcampaignwillfitBawlsseamlesslyintothecounter-culturemovementoccurringatHaight-Ashbury.Wewillusepoeticandartistictacticsinordertosteerawayfromthestrongstigmathatiscommercialism.Bawlswillbeseenasunderstandingtheidealsandlifestylesofthoseinthecounter-culture.Indirectly,consumerswillbeencouragedtotakeBawlswithorinsteadofdrugsandalcohol.

Copy

Ourcampaignusesanentirelysoft-sellapproachthatappealstoindividuality,partying,spirituality,andrebellion.Wewilluselanguagetocomplimentthepsychedelicimageryandrefertothedrugculture.Thecopyismeanttopositionbawlsasatoolforpartyingandspiritualtranscendentalism.TheheadlinesforeachofourprintadswillfurthertheimageofBawlsasapartofthetenetsofthecounter-culture.Asecondarygoalofthecopyistostressthemoreconcreteproductbenefits,suchasthestimulatingeffectofcaffeine.

Get Lifted

ThelineGetLiftedismeanttoalludetotheeffectsofusingsubtancestoachieveanalteredstateofconsciousness.Itcanalsobeinterpretedasencouragingconsumerstoliftthemselvesspiritually,eitherbyimprovingtheirmoodorliftingthemselvesabovemainstreamsociety.GetLiftedalsoreferstothefactthatBawlscontainsastimulant,caffeine.

A New Level of Consciousness

TheheadlineANewLevelofConsciousnessisusedtotapintothehippieidealsofopen-mindednessandexperimentation.Italsocanbetakentomeanthenewlevelofconsciousnessachievedthroughchemicalingestion.Forexample,bydrinkingBawlsandawakeningonesmindandspiritwithcaffeine,theconsumerwillreachheightenedpsychicandspiritualperceptions.


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Express Your Energy

TheheadlineExpressYourEnergyfocusesontheheavystressplacedonofselfexpressionanduniquenessbyourtargetmarket.Twoformsofexpression,musicandart,arestronglyidealizedbythecounter-culture.Thisalludestothebenefitsoftakingmind-and-bodyalteringsubstancestofacilitateself-expression. Finally,theuseoftheword"energy"referstotheincreasedenergyoneexperiencesafterconsumingcaffeine.

Manifesto

Inadditiontothesecreativetaglines,wewillusethecopyfromthefollowing"manifesto".

Itiswritteninthebeattradition,followingtheworksofJackKerouac,AllenGinsbergandLawrenceFerlinghetti.Ittakesthisolderstyleonestepfurtherwiththeadditionofpsychedelicimagery.Thepoemismeanttomimicthefastspeechandracingmindofahighlycaffeinatedperson.Thiscopythatwillbereadinitsentiretyforourradioad,withsitarsanddrumsplayinginthebackground.Portionsofthismanifestowillbeusedincertainpromotionalmaterials,suchasthenapkinsthatwillbeplacedinpopularbarsandnightclubs.Themanifestoismeanttobeseenasaworkofpoetryorart,whichiswhyitneverdirectlyreferstoBawlsenergydrink.InthiswayitisinspiredbyTheodoreMacManus'JazzAgeadvertisement"ThePenaltyofLeadership".WesubtlyrefertoourproductthroughtheuseofourpopulartaglineGetLifted.


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Art Elements

Theprintadsunifyourcampaign.Theycontainverylittlecopy,usingonlytheheadlines"GetLifted","ExpressYourEnergy"and"ANewLevelofConsiousness".Thisisbecausetheyaremeanttobeseenmoreasworksofartthanadvertisements.Wechosethismoreartisticsoft-sellapproach fortworeasons:commercialadvertisingwillturnoffourtargetmarketandtheseadswillbeusedaspartoftheviral

campaignbybeingmadeintopostersandgivenforfreetoourtargetmarket.Manywillbeblacklightposters,whicharecurrentlyverypopular.TheyareheavilyinspiredbytheworkofPeterMax,alaudedartist,whowillsoonrisetogreatfamedesigningalbumcoversformusicgroupssuchastheBeatles.Eachofourprintadscontainsthesamecharacter.Heismeanttorepresentourtargetandtheirideals.Hisarmsare

openandwelcoming,implyingfreedomandfreelove.Finally,heappearstobestandingon,oralmostbeingbornfrom,thenewredesignedBawlsbottle.


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Media Plan

Tobestreachourtargetmarket,weplanonusingaverynon-commercialapproach to our advertising. Ourstrategyisrootedintheuseofviralmarketingtechniques,combinedwithaveryselectusageoftraditionalmass-mediaoutlets.

Traditional Mass Media (50%)

Magazines,Newspapers,andRadiowillbeusedinveryselectivewaystoreachourtargetmarketintheleastcommercialwaypossible.Televisionadvertisingwillnotbeusedbecauseitisnotaviablemediaforourprimarymarket.Itisfartoocommercialandwillturn-offourconsumersfromourproduct.

Magazines (30%)

Esquireaverycontroversialpoliticalandpop-culturalmagazineAndyWarholsInterviewamagazinefocusedonartandpopcultureFuckYou/AMagazineoftheArtsasmallmagazinewhichfeaturespoetryoftheBeatwritersRampartsamagazinefamousforitsmuckrakingRollingStoneThisyear'snewcomer,whichexaminesthemusicscene

WechosetoplaceadvertisementsinprimarilythesemagazinesbecausetheyarelittleknownwithinmainstreamAmerica.Likewise,themainlyfocusonpoliticsorthearts,bothmajorinterestswithinourdemographic.


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Radio (15%)

Between4pmand2amAlternativeandRockstationsSponsorshipincludesfamousDJsgivingBawlsshout-outs,inwhichtheystatethattheyareStayingupallnightplayingyourfavoritehitswiththehelpofBawlsenergydrink!TheseDJsinclude:BigJackYourLeader,WolfmanJack,LarryLujack,TheRealDonSteele,andBobFass

Newspaper (5%)

TheBerkleyBarbTheVillageVoiceTheRagTheSanFranciscoOracleTheHelixTheChicagoSeed

Wewillbesponsoringthesesmall,undergroundnewspapersbecausetheyarecommonlyreadbyourtargetmarketandhaverelativelylargecirculationsforundergroundpublications.

The Revolution Will Not Be Televised

We have chose to abstain from using thiscommercailmedium.Webelieveitwillturn-offourtuned-inconsumers,astheiridealsexistindirectoppositiontothecommercialmessagesbroadcastacrosstheairwaves.

Instead,themajorityofourcampaignwillutilizeviral,non-traditionaltechniquestomosteffectivelyandefficientlyreachatargetmarketresistanttocommercialmessages.


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Viral Promotions (50%)

Thebulkoftheadvertisingexpenditureswillbeonviralpromotions.Webelievethatthenon-traditionalformsofmediawillbemosteffectivewithourtarget.Theviralcampaignwillincludepromotionssuchasapostergiveaway,outdoormurals,theBawlsyPranksters,streetvendersandpromotionsatbarsandstreetfestivals.

Poster Giveaway

WewillhireBawlsrepresentativestogiveawaypostersintheHaight-AshburyareaduringStageOneandoncollegecampusesduringStageTwo.Theywillbeinstructedtopass

alongthepostersasiftheyweresimplyagift,apieceofart.TheBawlsrepresentativeswillappearcompletelyauthenticandnon-commercial.

Outdoor Murals

WewillpurchasespaceonprominentlocationsintheHaight-Ashburyareatopaintourmurals.Theywillfeaturetheartworkofourprintads.Furthermore,theywillappeartobetheworkofagraffitiartist,notacorporateadvertisement.

Bawlsy Pranksters

WewillhirestreetperformerstodrivearoundtheHaight-Ashburyareaandthecollegecampusesinabrightlycoloredbus.Theywillgainattention,entertainandaboveallspreadtheuseofBawlsenergydrink.TheywilloperateinthesamefashionasthepopularMerryPranksters.

Street Venders

InthesamewaythatBawlsrepresentativeswillcasuallypassoutposters,wewillhirepeopletocasuallypassoutactualsamplesoftheproduct.Theywillappearasafriendpassingalongacoolnewsubstance,ratherthanacorporaterepresentative.


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Bars and Street Festivals

BawlsenergyDrinkwillbepresentineverymajormusicfestivalandeverypopularbarornightclub.DuringStageTwo,Bawlswillalsosponsortheirownstreetfestivals.Atthemusicfestivals,Bawlswillbesoldbystreetvendors.Bawlswillbeavailableforpurchaseatthebars,likeanyotherdrink.WewillalsopurchasespecialmadeBawlsnapkins.Wewillgivethemtothebarstouseforfree,indoingsotheywillpromoteBawlstoeachoftheircustomers.


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Promotions

Strategy

Thepromotionsaspectofourcampaignwillencompassallourviralandnon-traditionaltechniques.Duetothetargetwearetryingtoreachanythingappearingtoocommercialwillbeavoidedtomaintainanauthenticreputation.Throughtheuseofprivatestreetvenders,atravelingbusandmanyothertactics,Bawlswillseamlesslyfitintothedailylivesofthecounter-culture.

Stage One Promotions

Poster Giveaway and Graffiti

Theprintadsthatwecreatedlookverylittlelikeactualadvertisements.Theyresemblealbumartorblacklightposters,twothingsalreadycollectedbyourtarget.Thisiswhyusingthepostersasagiveawaywillbeveryeffective.Thetargetwillbelikelytohang

thepostersintheirhomeand,bydoingso,

willadvertiseBawlstoalloftheirfriends.InadditiontogivingthepostersawaywewillhangthemaroundtheHaight-Ashburyareaandrecreatetheart-as-graffitilookonthesidesofbuildings.


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Bawlsy Pranksters

TheBawlsyPranksterswillbeagroupofindividualstravelingaroundHaight-Ashbury.TheywillbeverysimilartothepopularMerryPranksters.TheMerryPrankstersarestreetperformerswhotravelaroundtheneighborhoodtopromoteabsurdity,Marijuana,andLSD.Inthesameway,theBawlsyPranksterswillspreadtheuseofBawlsenergydrink.

Monterey Pop Festival

TheMontereyPopFestival,occurringinJuneof1967,isoftenconsideredthehighpointoftheSummerofLove.Duringthefestivalmanyup-and-comingactspreformedforcharity.Furthermore,manyoftheHaight-Ashburyresidentstraveledtothisfestival.ThiswillbethepointatwhichBawlsenergydrinkwillfullyestablishitselfasapermanentpartofthecounter-culturemovement.Wewillnotbecomeanofficialsponsorofthisfestival,forthatthismayseemtoocommercial,butwewillhaveprivatevendorsstationedaroundthearea.WewillalsohirepeopletoofferfreesamplestothePopFestivalattendants.

Bars

ManyofourviraleffortswillbecenteredaroundpsychedelicnightclubslikeHaightandAshburysI-Beam.Thisisanefficientwaytoreachalargepopulationsincetheseestablishmentsarevery

popularamongstourprimarytarget.Thesenightclubsprovehavensforalcoholicbeverages,psychedelicmusic,freelove,andillicitdrugs.


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Napkins

TotietheBawlsbrandinwiththisscene,wearegoingtodistributepromotionalnapkinstothesebarsthatwillthenbehandedouttopatronswiththedrinkstheyorder.Thenapkinsfeaturethe bright colorsthatare currentlypopular,as well asatypefacethathavebeenfeaturedonthealbumcoversofpsychedelicrockbands.Also,theyincludephraseswritteninthestyleofBeatpoets,butwithpsychedelic,drug-oriented references.The copywillalsoencourage customerstomixBawlsinwiththeiralcoholicbeverages.Furthermore,thesenapkinsmayalsoprovecollectibles.

Street Vendors

Bawlswillhireindependentvendorsthatarenotattachedtoanyparticularretailinstitution,butareinsteadmembersofthecommunity.ThiswillgivetheBawlsbrandanauraofauthenticitywithintheneighborhood.ThesevendorswillsellBawlsoutsideofnightclubs,anideallocationbecausethepatronsinlinewillwantameanstostayupallnighttoparty.Also,thiswillfurtherBawlsassociationwiththepsychedelicrockscene.


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Stage Two Promotions

Bawls Up All Nighter

TheBawlsUpAllNighterwillbeanall-nighteventheldontheselectedcollegecampuses.TheseeventswillbesimilartothemusicfestivalsheldthroughouttheSummerofLoveinHaight-Ashbury.Inadditiontoplayingmusicallnight,thesefestivalswillgiveawayBawlsEnergyDrinkandBawlsparaphernalia.TheBawlsyPrankstersandsimilarentertainingattractionswillalsobepresent.Furthermore,thesewillbebroadcastedonthecollegeradiostationsandnationally.TheywillbehostedbypopularDJslikeLarryLujackorBobFass.


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Appendix


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SelectedBibliography

Edelstein,AndrewJ.ThePopSixties:APersonalandIrreverentGuide.NewYork,NewYork:WorldAlmanacPublications,1985.

Gitlin,Todd.TheSixties:YearsofHope,DaysofRage.2nded.NewYork,NewYork:Bantam.

Heimann,Jim,ed.TheGoldenAgeofAdvertising:the60s.2nded.LosAngeles:Taschen,2005.

Javna,John.60s!.NewYork,NewYork:St.MartinsPress,1983

TheCaffeineDatabase.26Feb.2007

ADV 412 Final Plans Book

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Transcript of ADV 412 Final Plans Book