Alexander Russo

Account Services

DentyneCampaign

Winning pitchto Dare

BellCanada

Cause MarketingCampaign

StarbucksVIA

Campaign

GLADCanada

Campaign

Alexander Russo

Resume

DentyneCampaign

Winning pitchto Dare

BellCanada

Cause MarketingCampaign

StarbucksVIA

Campaign

GLADCanada

Campaign

Alexander Russo

Resume

Strategy

Brand HistoryWhen the gum was first advertised in 1956 it quickly established itself as a gum that “brushes your breath” some earlier taglines that were used were along the lines of “the gum that cleans teeth”. In addition to claim-ing the oral hygiene appeal in the category, Dentyne also became the first gum that was available in pellet format.

Current SituationDentyne earns most of its sales from loyalty. The brand has been around for much longer than many other brands on the shelf, so con-sumers trust it as a reliable product. On the other hand, Dentyne has always utilized ad-vertising to its advantage. With annual sales of $91.82 million, the brand is doing well for itself.

Demographics

Age: 22-29 (bulls-eye 25)Gender: Male/Female (50:50)Geographic: National (English Only)Marital Status: Single/in a relationshipSocioeconomic Class: Low to middle-classIND. Income: $25,000+Occupation: Student or a mix of blue collar to white collar careersEducation: Post secondary/ graduate schoollevel educations

Audience InsightsPositive:“I like sharing my gum with people I find attractive”“I always like to have a pack of gum on me”“Chewing gum makes me feel more confident”

Negative:

“I usually just buy the gum closest to me”“Dentyne seems old, its been around for a while”“Choosing a gum isn’t important to me”

The Winning Strategy

Our biggest insight was that people wanted to share their gum with other who they found attractive, so we came up with a way to use Dentyne as a weapon for getting a little closer with that person. After testing the product, we decided that each had their own meaning, for example, Spearmint had a “we’re just friends” taste. Our ads for Spearmint would then portray people using the gum in that way, however, this was not the case for all the flavours. The flavour Midnight Mint is Dentyne’s naughty gum, so if you gave that out it had a very different message; it said “it’s good to be bad”. We wanted the target to see how they could use different flavours within the situation they were dealing with. They strategy was built so that the target would feel that they would not only need one pack of gum, but that they might potentially need 7.

Creative

Print

Billboard

In collaboration with:Hayley SteinmanAndrew Schuler

BellCanada

Cause MarketingCampaign

StarbucksVIA

Campaign

GLADCanada

Campaign

Alexander Russo

Resume

DentyneCampaign

Winning pitchto Dare

Strategy

Cause ProblemThere are many young future hockey stars that are passionate about the sport they play. They lace up their skates, step onto the ice, and give it their all. Hockey, by nature, is a violent sport. If players are not aware of their surroundings at all times they may run into team mates, or an oncoming player.

They can skate into the boards or even get hit with a puck in an unprotected area. There are many variables that may cause in-game injuries, however, one of the biggest factors is checking. Players are allowed to check other players off the puck, these sometimes get more violent then they need be.

Client ProfileOf course, Bell Canada did not always associate themselves with hockey. Like any small business, they had one purpose: to connect people. In 1876, Alexander Graham Bell decided to start up a Canadian telephone business, leasing pairs of wooden hand telephones and slowly acquiring clients.

Most recently, Bell Canada completed one of the biggest moves it has ever made. In partnership with Rogers Communications, in August 2012, Bell Canada completed the purchase of Maple Leafs Sports Entertainment. Rogers and Bell hold a 75 per cent stake in the company that owns the Toronto Maple Leafs, Raptors, Marlies and Toronto FC as well as real estate and television properties: Leafs TV, NBA TV Canada and Gol TV as well as two services that have not yet launched, Mainstream Sports and Live Music Channel.

Comparitive Content AnalysisThe category has not seen much awareness or buzz around concussions in professional hockey, nor has it seen any in minor league hockey. Many sport-type ads revolve around equipment, or ticket sales, or performance enhancers. This means that the category is fresh and unexplored, and anything can be said. This campaign has the freedom to explore any selling strategy as there is nothing it can be related to. It’s a fresh idea in a category that hasn’t been exploited yet.

Media RationaleThese platforms were all selected based on how the primary target consumes their media. Television will generate the most response from this target as they spend a lot of time watching prime time and late night TV. All of the platforms are great at generating awareness for the “Forecheck the Concussion” campaign and will deliver the message of the campaign effectively. Out of Home will also be very effective for generating a response as the target spends a lot of time in hockey rinks large and small.

Whether it is waiting for their child to finish a hockey game, or in the ACC watching the Leafs loose, it is a great area to reach them. These graphs give a brief overview of the selected media and why they were chosen for this campaign, below there will be more detailed information.

Creative

Transit Card

Print

Forecheck the Concussion

You can see their tears,but they can’t see yours.

Concussions can cause vision loss for your future hockey star.

Make a difference on the ice, off the ice.

Depression is just a 10 letter word for post-

concussion symptoms. Concussions have long term effects, like depression, that could affect yourfuture hockey star. Make a difference on the ice, off the ice.

Forecheck the Concussion

StarbucksVIA

Campaign

BellCanada

Cause MarketingCampaign

GLADCanada

Campaign

Alexander Russo

Resume

DentyneCampaign

Winning pitchto Dare

Strategy

Campaign PromiseStarbucks VIA Ready Brew is identical in quality and taste to Starbucks quality in store coffee.

Positive support: -Taste Testers cannot tell the difference -Easy pour packets-Gives you the cup of coffee you want

Negative support:-Too strong for many-A bit pricey for those who are not loyal to Starbucks-The companies environment can be bothersome at times

Communication ObjectiveThe primary objective of this campaign is to raise the standard of instant coffee in the market with the VIA Ready Brew brand. Currently, consumers are under the impression that they do not need the highest quality of instant coffee available. They are more concerned with greater value for a lower price. The goal of the campaignis to change the perception of the market to have them perceive the brand as the only quality choice that’s worth a few extra dollars.

Desired Responses“Essentially, I could have Starbucks quality coffee anywhere I go”“I love Starbucks”“I wonder if VIA actually does taste the same as Starbucks”“Ha, that slogan is catchy”“Well I love Starbucks, so if it’s the same I guess I love VIA”“The same taste as Starbucks? I am going to buy a pack and try it out”

Price

(High)

Value (High)

Price (Low)

Value (Low)

Positioning Map

Starbucks VIA Ready Brew in comparison to its main competitors based on the value obtained per purchase

Major Competition

Nestlé: Nestle produces the main competitor to VIA. The companies total revenue in 2011 was CAD$90.65 billion (CHF$83.64 billion) and also compete in the categories of baby food, dairy, breakfast, bottled water and pet food.

Kraft Foods: Kraft produces all Maxwell House brands, including the line of instant coffee. The companies’ total revenue in 2011 was CAD$55.78 billion (US$54.365 billion). Kraft Foods competes in the categories of cookies (chocolate, oatmeal, fancy), macaroni and cheese and chocolate brands like Cadbury.

Smuckers: Smuckers is the parent company of Folgers instant coffee and also produces fruit spreads, ice cream toppings, beverages and natural peanut butter.

Creative

Transit Print

GLADCanada

Campaign

StarbucksVIA

Campaign

BellCanada

Cause MarketingCampaign

Alexander Russo

Resume

DentyneCampaign

Winning pitchto Dare

Strategy

Competitive AdvantageGlad garbage bags offer something more to the market segment than other garbage bag brands can. For starters, Glad has a variety of different types of garbage bags. From inside bags, to out-door bags, Glad has the job covered, or so to speak. However, they are not the only brand with different styles of bag, Glad has something else going for them. Their strength is unmatchable to every other garbage bag brand on the market, and they use this to their advantage. Being the first ones to claim strength in the garbage bag market, Glad has used this USP for years, and it has worked very well for them.

Product Quality

Glad promises that its garbage bags are the strongest out there, so their product must match what they are saying. As many of us in the industry know, a product that doesn’t deliver its promise is not a very successful product, Glad has fulfilled their promise. Their bags are strong,

The Strategy

During the holiday season, the target has a lot more on their mind than just doing their grocery shopping rounds. They are worried about buying gifts, and budgeting properly so they do not run out of money for other necessities. The strategy here was to remind mom that Glad is still there during the holiday season. She may be caught up in her busy life, but when she sees that Glad has garbage bags so strong that Santa uses them, it will generate a response and drive a sale. These ads will appeal to the target on an emotional and rational level. They will find it humorous but they will also understand the message that Glad is communicating which will ultimately increase market share in the holiday season, where the more expensive garbage bags might have been ignored.

SWOT Analysis

Strength: Glad has claimed its spot as the strong everyday garbage bags in the market. They are great quality and fulfil the promise.

Weakness: As a brand, Glad deals with more than just garbage bags. Because they have such a large spectrum of products, a moth-er disappointed by another product under Glad’s brand name, might not trust their reliable garbage bags.

Opportunity: However, because Glad has been around for many, many years, they can possibly market themselves with more balls. Meaning, because mothers know Glad has a lot of cleaning supplies, and because they have been around since the target was young, Glad can use this as a form of nostalgia as Coca-Cola does in their ads.

Threats: Ultimately, there are many other garbage bag brands out there. Glad has to get loyal consumers to stay loyal, but to also attract new consumers. While the other bags may not be as strong, their price may appeal to people in the target, which is where Glad can possibly feel some losses.

Creative

Merry Christmas

from:

Print Print

anr

88 Braden Way . Vaughan . Ontario . L4H 2W9 . 647 802 0330 . xrussoalex@gmail.com

Alexander Russo

Objective To obtain an accounts level position in advertising where I may utilize my creativity, excellent interpersonal skills and advertising knowledge to make a positive contribution within your organization.

Education • Seneca College (2012- Expected 2014) Creative Advertising Diploma• St. Jean de Brebeuf Catholic Highschool ‘11 Graduated with OSSD

Skills

ProfessionalExperience

Winning Dentyne IMC pitch to Dare ‘13 • Utilized full advertising knowledge • Planned and executed a 360 campaign • Further established team-based skills

Vector IMC pitch to Leo Burnett ‘12 • Applied all current advertising knowledge • Basic development of a 360 campaign • Learned the fundamentals of team building

ProfessionalDevelopment

• Attended NYC Adweek ‘13• Volunteered ADCC portfolio review night• Attended IAB MIXX Canada

References available upon request

• Risk taker• Works very well in teams• Creative thinker• Intuitive strategist • Able to build rapport with clients

• Excellent interpersonal communication• Organized deadline master• Grace under pressure• Detailed knowledge in MS office• Detailed knowledge in CS6

ThankYou

DentyneCampaign

Winning pitchto Dare

BellCanada

Cause MarketingCampaign

StarbucksVIA

Campaign

GLADCanada

Campaign

Alexander Russo

Resume