PHASE II PRESENTATION

YUBAN

YUBAN PHASE II

8.7.2007

amanda

elaine

jeff

lauren

lily

AGENDA

WHAT’S THE BIG IDEA

WHO WE ARE

HOW WE WORK

WHY YB

Strategy Recap

Brand & Packaging Considerations

Conclusion & Future Insights

OnlineCollegeCity In-store

What’s the big idea?Strategy Recap

It’s e a s i e r

to be g r e e nthan you

t h i n k.

TARGET ANALYSIS

WHAT IS NEEDED?

THE BIG IDEA

CREATIVE STRATEGY

Ground Coffee for Gen-Y I Inexpensive AND Green

Value in Certifications I Visible & Tangible Impact

simplicity

SUSTAINABILITY OVERVIEW

WHAT IS MISSING?

US COFFEE MARKET ANALYSIS

WHAT IS MISSING?

manifest.

introducing

the yb campaign.

OBJECTIVE

Our objective is to generate Yuban awareness.

ACTIONABLE

YUBAN SALESINNER-DIALOGUE EXTERNAL DISCUSSION CONSUMPTION HABITSGENERATE AWARENESS

MARKETING & COMMUNICATION GOAL

OBJECTIVECampaign Description Drive Awareness Short-Term Sales Brand AdvocacyANNOYING

CATCHY

CLEVER

COMPLEX

CREATIVE

EXTREME

FLASHY

FUNNY

GLAMOROUS

HAPPY

HONEST

INSPIRATIONAL

MEANINGFUL

ORDINARY

OVERWHELMING

RELAXING

TRITE

Think Dove Real Beauty Campaign

YB Campaign

Product & Brand Online College Tour City Tour In-Store

-Packaging Redesign-Brand Partnerships

-Website Redesign-Search Optimization-Banner Ads

-Newspaper Packages-YB Coffee Station-Free Coffee-Mug Give-Away-Green Screen

-Public Transit Advertising

-Aisle Takeovers-Thought Bubbles

yb campaign

Who we are.Brand & Packaging Considerations

PACKAGING

BROWN LIME GREEN

CAN BAG Our Parents

Old

Industrial

Modern

Recyclable

Fun

Bland

Just Coffee

Ordinary

Youthful

Fun

Energy

PACKAGING

PARTNERSHIPS

BRAND ASSOCIATIONS

DRIVE CONSUMERS TO STORE

TOOL FOR BREWING COFFEE

PROMOTION OF PRODUCTS

SIMPLE & MODERN

BOTH PRODUCTS SOLD AT TARGET

How we work.Online Presence

WEBSITE

WEBSITE

YUBAN- ORDER YUBAN PRODUCT AND MR. COFFEE BREWERS

- CHOOSE WHERE YOU WANT YOUR PROCEEDS TO GO

- HOW-TO-BREW

- ABOUT US (360 BRIEF TONE)

SIMPLICITY- TIP OF THE DAY

GREEN- INTERACTIVE CALCULATOR (COST SAVINGS & DAILY IMPACT)

- DOWNLOADABLE CHECKLISTS (ROOM, DAILY LIFE, FOOD, TRANSPORTATION)

THOUGHT- VIEW COLLEGE TOUR VIDEOS THROUGH YOUTUBE

ONLINE

YOUTUBE FRONTPAGE TAKEOVER

we bought this ad so you could think about something else. yuban.

we bought this ad so other advertisers won’t pester you. yuban.

don’t worry about clicking this. yuban.

ONLINE

Budget Travel: East Coast & Midwest: Entertainment/Gossip: Social Networks:

CONTEXTUAL TARGETING

ONLINE CONTEXTUAL TARGETING

Nightlife: Apartment & Job Search: Environmentalism: Sports:

ONLINE

we bought this ad space so that you could think about something else. yuban.

How we work.College Tour

COLLEGE TOUR YB COLLEGE TOUR: 1 week at 8 US colleges

UC Berkeley

U. of Colorado

U. of Texas

U. of Georgia

U. of Michigan

Penn State

U. of Maryland

U. Mass

COLLEGE TOUR

YB COLLEGE TOUR: Tactics

- School newspaper mystery package

- Facebook Flyers

- Thought Bubbles

- Yuban Stand

- Free coffee all week (no cups)

- Yuban insulated mug give away

- “Overwhelming” green screen

COLLEGE TOUR

NEWSPAPER KIT

yb overwhelmed?

Yuban is a well established coffee brand which has been

a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years.

COLLEGE TOUR

SCHOOL SPECIFIC FACEBOOK BANNER

COLLEGE TOUR

CAMPUS THOUGHT BUBBLES

y boverwhelmed?

u n p l u g*

yb.com

y boverwhelmed?

t u r n o f f*

yb.com

y b overwhelmed?

d r i v e l e s s*

yb.com

y boverwhelmed?

w a l k*

yb.com

y boverwhelmed?

r e u s e*

yb.com

y boverwhelmed?

t h i n k*

yb.com

THOUGHT BUBBLES

COLLEGE TOUR

BOOTH DESIGN

y b overwhelmed?

COLLEGE TOURINSULATED MUG GIVE AWAY

COLLEGE TOUR

GREEN SCREEN

COLLEGE TOUR

GREEN SCREEN

COLLEGE TOUR

GREEN SCREEN

y bintermission

How we work.City Tour

CITY TOUR

YB CITY TOUR Denver

San Francisco

Atlanta

New York

Boston

CITY TOURPUBLIC TRANSIT ADVERTISING

we bought this ad so you could think about something else. yuban.

RATIONALE

- Our generation will go home and find out what Yuban is

- Our generation is curious and will ask others what it is

- Success demonstrated with Windorphins campaign

- Can be used as billboard advertising

- It is simple, refreshing, and breaks the clutter

CITY TOUR

CITY TOUR

CITY TOUR

How we work.In-Store Tactics

IN STORE

y boverwhelmed?

walk more*

*it’s easier to be green than you think.find out more. www.yb.com

go natural*

use less water*

drive less*

unplug*

OTHER MESSAGING

IN STORE

y boverwhelmed?use less water*

*it’s easier to be green than you think.

find out more.www.yb.com

I dare you to trysomething

d i f f e r e n t.

y b reckless?consume

responsibly.

y bpredictable?

try somethingn e w.

It’s my favorite brand,but is it

g r e e n?

What doess u s t a i n a b i l i t y

mean to me?

What I buy doesn’teffect the Earth,

d o e s i t?

Why yb.Conclusions & Future Insights

BUDGET

PACKAGINGInitial Outlay and Production of Sample Size

$205K

ONLINEWebsite Build $300KYou Tube Homepage and Search

$200KGoogle Paid SearchContextual Targeting (MySpace)Facebook $250K

COLLEGESStand $150KTransportation Costs $50KStaffing ($3,000 each, 8 people)

$20KGreen Screen Capabilities and Booth $10K Insulated Mugs Giveaways

$10KThought balloons

$5K

CITIESPrinting Costs $100KPublic Transportation Takeovers

$600K

INSTOREAisle Buys (including production costs)

$1,000KPrint Messaging

$100K

TOTAL $3 million

future insights.

y b just a campaign?

WHAT IS OUR TASK? Generate awareness of Yuban.

HOW WILL WE ACCOMPLISH THIS? Tap into the “dual consciousness” of the target audience by providing them with an appealing product (inexpensive, tasty, caffeine fix) that is also good for the environment. Simplify information relating to sustainability to allow consumers to make a small difference every day.

WHAT ARE THE CHALLENGES? Communicate the benefits of brewing coffee Combat “Starbucks Syndrome” ( image-conscious, convenient consumption) Establish brand image

WHO ARE WE TALKING TO?18-24 year olds who have a dual consciousness: they live for today but are worrisome about the future. Price, convenience, taste, and trends are key in their food choices. They love to treat themselves in every aspect. They are consumed with technology, gathering information, multitasking, and pop culture. Largely image-conscious and self-centered, with a rat-pack mentality, they want to fit in. Despite this, they are searching for a change and for a sense of integrity. Although their actions are not always sensible, these consumers are smarter than what they do. They believe in themselves and their capabilities, but until now being active in the green movement seems too overwhelming.

IF WE COULD CONVINCE THEM OF ONE THING, WHAT WOULD IT BE?It’s easier to be green than you think.

This big idea incorporates: simplicity, sustainability, and thought. It speaks to our primary goal: generating internal and external dialogue surrounding how generation y consumes.

WHAT IS OUR TONE?“Start to change the world every morning”

We are an honest, simple, and refreshing voice in an overwhelmed world. We are a call to consumers to question their actions. We are about simple language, not buzz words. We are not the firefighter who saves the child from the burning building, but rather, we are the stranger who holds the door for a couple of extra seconds. We are that kid in class that raises a question that nobody wants to ask. We are the arm that brings you from indecision to action in the form of responsible consumption.

WHY SHOULD THEY BELIEVE US?We lead by example. Yuban has a strong history of sustainable actions and is certified under Rainforest Alliance and Organic standards.

WHAT IS THE DESIRED BEHAVIORAL RESPONSE?Generate consumer awareness and an internal dialogue regarding how they consume, in turn seeking to establish a positive association with the Yuban brand.

360 TASK BRIEF