agency

swotstrengths

weaknesses

opportunities

threats

• Only drink that uses the newly discovered health benefiting coffee superfruit

• High in antioxidants and low in sugar

• Five calories per serving gives products competitive advantage in health drink market

• Product has very low level of awareness

• More expensive product which decreases potential market share

• People could be skeptical of the unique coffee super-fruit ingredient

• Society is continuing to become more health con-scious

• There is potential to reach more than target market of 18-24 year old females

• Distribution is scattered• Competitors have a higher

brand awareness

objectives

$12 millionMarketing: To increase sales by 9%

communication: 70% comprehension, 50% conviction time frame: one year

research

1. Determine women’s awareness and perception of the Bai 5 brand2. Determine what women want and need from a health bever-age and further understand their purchasing behavior3. Determine the most effective media channels and vehicles to target our audience

primary

secondarySimmons OneView

brand value proposition • functional benefits• emotional benefits• self expresive

women18-24

rachel

quinn

heather

“bai-lievers”

campaign strategy

• Not many people within our target know about Bai 5 & its benefits • There are several competitors that are highly established brands already and Bai 5 needs to

differentiate itself from them

challenege

• We are not trying to alter the lifestyle of our target but instead, are trying to integrate Bai 5 into their current lifestyle

• Women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about

• Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health

key insight

our solutionWe will focus on providing “bai-lievers” with a guilt-free duality of indulgence and health benefits to support the balance they attempt to preserve as they take on their daily adventures with confidence, energy and resilience.

creative strategy

STRATEGY• Draw more attention to the brand• Incorporate the beliefs and needs of our target audience with a wel-

coming, aesthetically pleasing design • Center creative around the active and hardworking lifestyle

art direction• Mirror the behavior of our target audience portraying active, hard-

working, healthy behavior • Emphasize health benefits of our product • Draw attention to the packaging and product itself • Clean & simple design, transparent white curve to house copy

Copywriting• Tagline: Indulge your health• Emphasize the big idea that Bai 5 is both and indulging treat and a

healthy choice • Call to action prompting target audience to visit Bai 5’s website • Secondary copy highlighting Bai 5’s compatibility with our target’s

lifestyle

media plan

target audience:• Primary: Women 18-24• Secondary: Men 18-24

graphic scope:• Nationally • Highly populated regions

NEW YORK BOSTONLAMIAMI

effective reach: 70%effective frequency: 4

media stategies

Pulsing Heavy in the Spring & Summer

tv 13.5%transit/billboard 22.5%internet 45%magazine 9%production costs 10%

$12 million

}

Internet -Hulu -CollegeHumor -CNN -The OnionMagazine -Allure -Fitness magazine -Cosmopolitan Television -E! -TLC -HGTV -ABC FamilyOut of Home -Billboards

Media Choices

media choices

brand activation

1. bai 5 and the fab 5• 2016 Rio Olympic Games• Healthy, energizing drink option for athletes

2. BAI 5 & LULU FOR A HEALTHY LIFE• Partnership with Lululemon Athletica, a self described yoga-inspired ath-

letic apparel company that appeals to our healthy and active target audi-ence

• We will produce coupons for a free bottle of Bai 5 with a purchase of $75 Lululemon apparel

• We will implement vending machines of just Bai 5 flavors in all of the Lulu-lemon flagship stores

• Use instargam to prompt our target audience to instagram pictures of themselves wearing Lululemon while holding or drinking their favorite Bai 5 flavor

evaluation

evaluation

indulge your health.