Student name: Corrin Dove Campaign 2 JMS 562- Advertising Creative Instructor: Joel Kordyak Company: Keurig Product: Keurig Creative Brief Client name: Keurig

Product/Service: Keurig 2.0 ($89.99-199.99)

Market Background: Keurig uses humor and colorful imagery in its advertisements. One of their 2014-2015 print ads, was a play on words. Its message was that the Keurig 2.0 was creating a stir, or “brewhaha”. The ad campaign continued on by creating an interactive game that follows the guidelines of Simon Says. The Ultimate Brewhaha Game connected print ads to technology. All outlets displayed the multitude of K-cups and stayed with similar themes.

Competition: Ranked by Financial Success 1) Nescafe Dolce Gusto ($106.99): a. partnered with leader in Cappuccinio and Espresso machines b.advertise all types of caffeinated drinks they make c. advertise using cutting edge technology and artistic design d.tailored toward females (pink colored, affair joke ad) e. poor ads, full of too much illegible text f. One ad targets Starbucks competition g.Focus on eco-friendly 2) Bosch Tassimo ($99.99): a. Product reads a barcode that tells specific temperatures, water, and time duration for that drink b.Can personalize with color kits c. Ads have multiple pods on them and coffee items d.Ads text heavy and feature barcode details e. For coffee connoisseur who is hesitant to trust at-home coffee f. Sleek ads 3) Starbucks Verismo 580 ($99.00) a.Focus on recreating Starbucks recipes b.Ads focus on how you are making coffeehouse quality at home. c. Dark colors and crisp visuals. d.Targeted to devoted Starbucks drinker: uses visuals they would know instantly e. “All from one machine”

Business/ Ad Objective: Make the Keurig 2.0 a college essential by emphasizing its popularity and status.

Media Mix: 8 ½ x 11 print advertisement

Target Market/ Demographic/ Audience: College students 17 to 22. They are interested in being ahead when it comes to material things. Their belongings reflect their knowledge of what’s in. Impressing their peers is important to them. Tone of Voice: Voice of a well-spoken adult. Knows their stuff and is open to sharing. “Mandatories”:Headline, Image, Call to action

Proposition: Keurig is a conversation piece. It intrigues people and creates a stir, making you the person with the exciting gadget.

Call to Action:Heat things up

Student name: Corrin Dove Campaign 2 JMS 562- Advertising Cre-ative Instructor: Joel Kordyak Company: Keurig

Mind Map- Drawn

Student name: Corrin Dove Campaign 2 JMS 562- Advertising Creative Instructor: Joel Kordyak Company: Keurig Product: Keurig

Mind Map: Final Phrases

Proposition: Keurig is a conversation piece. It intrigues people and creates a stir, making you the person with the exciting gadget.

Selected Concept Direction: Keurig is as seductive as hookup culture.

*Smooth turn on, fast results*They swipe right every time*All eyes on your hot machinery*Single, rich and strong*Perfect size, satisfying results*A size for every need*Making mornings*Be the third wheel*Up all night*It’s a match every time*More single than your Keurig*The speediest speed date*Sudden Steam*Dream cup size*Curvy and steamy*Wake up every sense*Key to the morning after*Only name you need to know*We get all the hands on action*Instant connection*Experienced and ready*Fog up the windows*Exotic

Student name: Corrin Dove Campaign 2 JMS 562- Advertising Creative Instructor: Joel Kordyak Company: Keurig Product: Keurig Concept: The target audience is a part of hook-up culture. They want to impress people in a short amount of time. The Keurig does this. Play-on words make Keurig seem like the perfect addition to their dating game.

Headline 1 (Weak):

They Swipe Right Every Time

Student name: Corrin Dove Campaign 2 JMS 562- Advertising Creative Instructor: Joel Kordyak Company: Keurig Product: Keurig Concept: The target audience is a part of hook-up culture. They want to impress peo-ple in a short amount of time. The Keurig does this. Play-on words make Keurig seem like the perfect addition to their dating game.

Headline 2 (Middle):

Single, Rich, and Strong

Student name: Corrin Dove Campaign 2 JMS 562- Advertising Creative Instructor: Joel Kordyak Company: Keurig Product: Keurig Concept: The target audience is a part of hook-up culture. They want to impress peo-ple in a short amount of time. The Keurig does this. Play-on words make Keurig seem like the perfect addition to their dating game.

Headline 3 (Strong):

Always Gets to First Base