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Table of contents

Introduction……………………………………….………2 Mojo Media Executive Summary Objectives Situation Analysis.......…………………………………...5 Historical Context Industry Analysis Market Analysis SWOT Competitor Analysis Objectives…………………………………………….…12 Quantitative Benchmarks & Time Frame Budgeting……………………………………………..13 Method & Amount Strategy …………………………………………………14 Target Market Campaign Strategy Execution…………………………………....…………17 Creative Objectives & Strategies Creative Testing Media Plan………………………………………37 Objectives Strategies Choices Scheduling and Budgeting Integrated Marketing Communications Evaluation………………………………………………46 Criteria for Success-Measurement Methods Marketing Recommendations Conclusion……………………………………………..48

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INTRODUCTION Mojo Media

MoJo Media is a full service advertising agency dedicated to providing companies with creative, executable, and effective ideas. We specialize in helping brands take their company to a whole new level. By working personally with each client, we are able to develop creative solutions to transform the brand. We would like to thank Naked Juice for inviting our advertising agency to design an advertising campaign. We are confident that our advertising ideas will put some mojo into the way consumers see your juice products.

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INTRODUCTION Executive Summary

Naked Juice presents an affordable and unique way for consumers to maintain healthy eating habits in an on-the-go environment. The brand has relied on its healthy share of the market along the West Coast since its inception in 1983 and has recently become the sales leader. However, Naked Juice does not enjoy the same market share nationally. As Naked Juice looks to maintain its position as a sales leader, MoJo Media has designed a comprehensive plan to raise awareness among markets in the Northeast, Midwest, and Mid-Atlantic regions of the country. Our campaign goals are to raise product awareness and increase sales among 18-24 year-old females in these regions. Our advertising efforts will emphasize the all natural ingredients in the juice as well as the one pound of fruit in each bottle. By promoting what makes Naked Juice unique from its competitors, MoJo Media is confident that this campaign will be a success.

INTRODUCTION Objectives

MoJo Media has designed a campaign to create awareness and stimulate sales of Naked Juice in the Northeast, Midwest and Mid-Atlantic regions of the country. Before designing our campaign, an in-depth situational analysis was conducted, examining trends in the flash-pasteurized juice industry and the market, strengths and weaknesses of Naked Juice’s competitors and prior significant events involving Naked Juice. Utilizing this information, MoJo Media set two objectives for the campaign and a timeframe to complete them. Working with Naked Juice, MoJo Media set a budget to be used for the entire campaign. With a budget in place, MoJo Media devised a clear and concise campaign strategy that spells out what our campaign intends to accomplish and who the campaign would target. MoJo Media’s execution strategies include copy strategies, copy objectives, creative testing methods, and mock-ups of our proposed advertisements. A media schedule and budget is included to detail the specifics of our campaign. We have also included integrated marketing communications strategies that will supplement our advertising ideas. The final portion of our campaign includes evaluation criteria that will be used to judge progress throughout the campaign as well as any final recommendations for marketing Naked Juice.

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Naked Juice was started in 1983 by a young man in Santa Monica, California. Thirsty beachgoers were delighted by this home-squeezed blend of fruits. The juice quickly caught on and was adopted by a small discount grocery store near the beach. It soon spread to neighboring stores and eventually across most of Los Angeles. Two decades later, Naked has become a national brand dedicated to “creating the best all-natural, 100% juices and juice smoothies, made from the best bare-naked fruits, with no added sugar and no preservatives.” A rebranding campaign in 2005 helped Naked eclipse sales of the former industry leader, Odwalla. Early in 2006, the company opened two new-direct delivery centers in Sacramento, California and Seattle, Washington. Sales in Sacramento have increased six-fold since its opening in January, and sales have increased two-fold in Seattle since operation began in May. In November 2006, Pepsi bought Naked from its most recent owners, North Castle Partners, to compete with Coca-Cola’s Odwalla. Now that Naked is under the auspices of PepsiCo, changes in corporate culture are likely. New ownership means an expansion in marketing and distribution. Naked is likely to adopt PepsiCo’s core values. PepsiCo focuses on stimulating innovation and placing an emphasis on results, especially ones that contribute to future growth. Other brands under the PepsiCo name include Frito-Lay, Pepsi-Cola, Gatorade, Tropicana and Quaker. With these changes, Naked Juice is quickly rising towards national prominence in the super-premium juice market.

Situation analysis Historical context

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Before it was bought by PepsiCo, Naked Juice was the largest independent company in the super-premium juice market. With the highest brand loyalty in the market, Naked averages the highest amount of sales per store. Juices within this category are flash-pasteurized and made with top quality ingredients. Flash pasteurization is different from any other heat pasteurization process; it involves heating the juice to a high temperature for at least 15 seconds and then rapidly cooling. This process kills potentially harmful bacteria while maintaining color and flavor. The move from using the non-pasteurization technique to the flash pasteurization technique occurred in 1996 after tainted, unpasteurized Odwalla juice sickened many children and killed one. Because of the freshness and the top quality fruits in super-premium juices, they are highly perishable and have a short shelf life. Drinks must be kept below 38°F, thus limiting distribution options and affecting how supply will meet the growing demand. Weather conditions also have a large influence over the success in the market. The best, in-season fruits are selected from all over the world, and natural disasters could severly reduce production of these juices. Disease outbreaks that cause recalls on vegetables and fruits can reduce supply. The rapid growth of this market has been driven by the revised food pyramid and the shift towards making health-conscious decisions. To meet the increasing demand for healthy beverages, new competitors have entered the super-premium juice market.

Situation analysis Industry analysis

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The overall beverage industry’s growth rate is at 2.6 percent per year. The super-premium juice category grew 42 percent in 2005 and is currently a $640 million market that is expected to reach $1.4 billion by 2008. This rapid growth reflects the increasing trend toward healthy living. These juices are loaded with enough fruit to replace a meal. Each bottle of Naked Juice, for example, contains one pound of fruit, the equivalent to two servings of the recommended five servings a day. With busy school and work schedules, people can make the healthy decision to grab a bottle of juice instead of getting fast-food. Apart from this trend towards healthier lifestyles, there are other factors that influence consumer demand. Super-premium juices are in the higher price range and usually generate demand from the middle-upper class market. According to MRI, there is a greater demand for fruit juices from women than men. Sales of super-premium juices fluctuate with the seasons of the year; typically sales are higher during the the summer months. The short shelf-life of the drinks limits how many bottles consumers are willing to purchase at one time. Also, disease outbreaks in fruits and vegetables not only affect supply, but also consumer attitudes and purchases.

Situation analysis Market analysis

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STRENGTHS

1. All natural. 2. Made with 100% real juices. 3. No added sugar or preservatives. 4. One pound of fruit in each bottle; equivalent

to two servings of fruit. 5. Freshest fruits from all over the world. 6. Fruits are hand inspected. 7. Use flash pasteurization process to sanitize

drinks.

WEAKNESSES

1. The small amount of delivery centers limits product distribution.

2. Low consumer awareness of the product 3. Expensive (approx. $3.00 a bottle).

OPPORTUNITIES

1. Recently bought by PepsiCo which will expand the product’s distribution.

2. Can get involved with health related events such as walks and marathons that benefit health-related causes.

3. The revised food pyramid calls for more fruit and vegetable consumption.

4. Supplements the trend toward a health-conscious lifestyle.

5. Has had great success with two newly opened direct-store delivery centers in Sacramento and Seattle. Opportunities to open more centers.

THREATS

1. Highly perishable with a short shelf life. Must be kept in temperatures below 38°F to prevent spoiling. Limits distribution.

2. More competition is entering the super-premium juice category.

3. Natural disasters and disease outbreaks in fruits and vegetables can affect supply and demand.

Situation analysis swot

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STRENGTHS

1. Founded earlier than Naked Juice in 1980. 2. Bought by the Coca-Cola Company in

2002. 3. Helped popularize the flash pasteurization

technique, which eliminates harmful bacteria without affecting taste.

4. Voluntarily recalled products during the E.coli outbreak. Handled the crisis very well. Acted immediately and accepted responsibility. Provided up-to-date news about the situation.

5. Offer more than just drinks. They have Odwalla soymilk and food bars.

6. Fruits are cleaned very well before processing.

WEAKNESSES

1. On October 20,1996 several cases of E.coli were found in Odwalla drinks. This outbreak caused one death and 66 illnesses.

2. Highly perishable with short shelf life.

Naked Juice’s main competitor within the super-premium juice category is Odwalla. Odwalla is a subsidiary of Coca Cola while Naked is a subsidiary of Coca-Cola’s competitor, PepsiCo. Other Naked competitors include Hansen’s Natural and Bolthouse Farms.

Situation analysis Competitor analysis

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STRENGTHS

1. All natural. 2. Company has existed since 1935. It has

gained respect and recognition for healthy fruit juices and products.

3. Unique packaging compared to smoothie competitors.

4. Strong product placement on 9 different popular television shows with over 21 appearances in the year 2005.

5. Positive media exposure in Forbes Magazine in 2005. Named in the 200 best small companies.

6. Print advertisements appeal to all ages.

WEAKNESSES

1. Lack of strong name recognition within the 18-24 year old audience.

2. Little variety of smoothie flavors compared to competitors.

3. Packaging is not geared towards the 18-24 year old audience.

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STRENGTHS

1. All natural. 2. Bolthouse Farms is known for its fresh-

grown produce, which is used in its smoothie drinks.

3. Larger variety of unique flavors compared to competitors.

4. Attractive packaging with descriptions of each health benefit.

5. Advertising focuses on the drinks’ vitamins and nutrients.

WEAKNESSES

1. Negative national media exposure for several cases of botulism.

2. Company boasts of their dedication to Christ, discriminating against select potential customers.

3. Product packaging is conservative and may not appeal to all ages.

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http://www.bolthouse.com/company_main.html�

objectives quantitative benchmarks & time frame

Two objectives have been set for the Naked Campaign in order to continue the product’s recent success. First, despite the fact that Naked has recently become the industry leader, our survey results indicate it still lags behind its closest competitor, Odwalla, in product awareness among 18-24-year olds. Our advertising campaign will target 18-24 year old females. We aim to double awareness from current levels of 15% to 30% over the span of the first three months of our campaign. Once awareness has increased, we aim to increase sales among aware consumers by 20% over the second set of three months of our campaign. We hope to maintain these new levels of awareness and sales in the final two months of our campaign. Our campaign will begin in March 2007, with a focus on creating awareness over the first three months of our campaign. Starting in June 2007, our campaign will shift its focus towards promoting sales over the next three months. The final two months of the campaign, beginning in September and ending in October, will focus on maintaining awareness and sales after the heavier portions of our campaign have concluded.

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For our advertising campaign, Naked Juice has allotted a $15 million budget. The sum was determined by Naked using a percent of sales method. The allotted budget

budgeting Method and amount

will be distributed among the following media.

$1,703,323 11%

$766,5845%

$5,859,500 40%

$5,880,00039%

$784,000 5%

MagazinesBillboardsSpot RadioCable TVBroadcast TV

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Our advertising plan has a target market of health conscious 18-24 year-olds. In a society that has become more concerned with healthy living and healthy eating, it is important that our advertising campaign emphasizes

strategy Target market

the quality fruits and nutrition that Naked has to offer. We have selected six major metropolitan areas in which we will focus our advertising efforts. Naked Juice is perfect for people with busy schedules and active lifestyles.

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strategy campaign strategy

As mentioned before, Naked has the highest brand loyalty in the super-premium juice category. This loyalty stems from the unique product concept that Naked Juice has for its products. Consumers see Naked as a juice with many health benefits. The strength of this product concept is the driving force behind our campaign; it has helped shape our creative ideas. As a result, our advertising efforts emphasize the all-natural juices and healthy ingredients that Naked Juice has to offer. Our survey results indicate that awareness levels of Naked Juice are low. Many of those we surveyed had no knowledge of the brand, thus it is essential that our advertising efforts focus on awareness. With the current trend toward healthy eating, we want to raise awareness of the product as a nutritious drink to stimulate sales among health conscious consumers. In particular, we are targeting 18-24 year-old females, a health conscious consumer audience. Our advertising campaign aims to increase awareness levels from 15-30% and increase sales by 20%. A variety of specific media outlets have been selected to reach the target audience when and where it will be most effective. Television, print, radio, and billboard advertisements will be used to deliver our product messages. Also, several integrated marketing communications tactics will be used to reinforce our other advertising efforts.

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execution Creative Objectives & Strategies

COPY OBJECTIVES To increase awareness of Naked Juice. To inform consumers that the drink is made of all natural ingredients. To position the product as a healthy juice drink. To associate the product with all natural ingredients. To appeal to an 18-24 year-old female market.

COPY STRATEGIES

Our advertising audio and visuals focus on two messages: 1. Nothing to Hide 2. One Pound of Fruit in Each Bottle We have selected these themes because they would be most effective in reaching our health-conscious target audience of 18-24 year-old females. The goals of our campaign are to increase product awareness and increase sales. Therefore, we must first increase awareness of Naked’s health benefits to stimulate sales of the product. We use product benefits, sex appeal and humor as consistent themes in our advertisement to attract the attention of our audience. Some advertisements are intended to raise awareness of the product, and some are advertisements that are intended to promote sales.

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execution Creative Objectives & Strategies: TELEVISION

The television commercials in our advertising plan are based on humor. Each commercial ends with a button that leaves an upbeat, favorable impression on the audience. Two of the three commercials have been produced by MoJo Media. They use the message “Nothing to Hide” to inform consumers about Naked’s all natural ingredients. The commercials use the pun “get naked” to grab the attention of the audience. The first commercial, Get Naked, uses both humor and sex appeal to draw interest; it involves a situation that women can identify with. The second and third commercials involve everyday life moments. Again, the humor of each situation helps simulate interest in Naked Juice. The first two commercials will be used to increase awareness. The third will be used to promote sales because it assumes that people are familiar with Naked Juice and informs potential consumers of product features.

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A GUY AND A GIRL ARE SITTING ON A COUCH. THEY ARE ON A DATE. THERE IS AWKWARD SILENCE.

CU GIRL WS GUY AND GIRL ON COUCH; THEY ARE FIDGETING. STILL AWKWARD SILENCE

CU GUY WS GUY AND GIRL ON COUCH. GIRL: So, I’m gonna go get Naked. GIRL WALKS OUT OF FRAME. GUY IS CONFUSED.

GUY IS CONFUSED, BUT PROCEEDS TO REMOVE HIS SHIRT. WS REVEALS THAT THE GIRL IS LOOKING IN THE FRIDGERATOR.

Television commercials Getting naked: “Nothing to hide”

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CU GUY’S CHEST AS HE REMOVES SHIRT.

CU GUY TAKES OFF SHOE, FALLS ON FLOOR.

WS GUY UNBUCKLES BELT.

CU UNZIPS PANTS. MS GIRL AT FRIDGERATOR. CU GUY STRUGGLES TO GET PANTS OFF.


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CU GUY SHAKES PANTS OFF LEGS.

MCU GIRL WALKS BACK INTO ROOM CARRYING A BOTTLE OF JUICE. SHE HAS A STARTLED LOOK ON HER FACE.

CU OF GUY’S LEGS AS HE SLIDES HIS BOXERS OFF

GUY LYING ON COUCH IN BACKGROUND. THE NAKED JUICE IN FOREGROUND COVERING THE “VITAL AREA.”

[BUTTON] WS GIRL RUNS OUT OF

FULL SCREEN GRAPHIC. “NOTHING TO HIDE” FLIES IN FROM THE LEFT. SFX: whoosh V.O.: “Get Naked. We’ve got nothing to hide. 100% all natural.”

APARTMENT DISGUSTED AND GUY RUNS OUT AFTER HER COVERING HIS BODY WITH PILLOWS.


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WS HOUSE WITH “FOR SALE” SIGN IN YARD. SOT.: Hello, my name is Sara.

WS REAL ESTATE AGENT (SARA) AND COUPLE ARE STANDING IN LIVING ROOM. SARA: I’m going to be giving you a tour of the house today.

WS COUPLE STEPS OUT ONTO PATIO AND LEANS ON SIDE. SOT: Careful sweetie. Don’t lean on that, okay? COUPLE IS STARTLED BY HER COMMENTS

WS DANK ROOM. SARA: This is the laundry room and the living room. COUPLE LOOKS AROUND ROOM.

CU DIRTY PIPES. SARA POPS HER HEAD INTO FRAME. SARA: Ewww, what’s that smell? Must be the molding!

Television commercials Real estate agent: “Nothing to hide”

MCU SARA. SARA: Termites!

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MS SARA STANDING IN KITCHEN. SARA: Let’s take a look at the view, shall we? SARA PULLS BACK CURTAIN REVEALING THE NEIGHBOR LOOKING IN THE WINDOW AND WAVING. SARA: Oh that’s our neighbor,

FULL SCREEN GRAPHIC SARA: (laughing) FULL SCREEN GRAPHIC. “NOTHING TO HIDE” FLIES IN FROM THE LEFT. SFX: whoosh V.O.: “Get Naked. We’ve got nothing to hide. 100% all natural.”

[BUTTON] MS COUPLE QUICKLY RUSHES PASSED SARA TO LEAVE. SARA TURNS TOWARDS THEM. SARA: But I haven’t even shown you the flooded basement yet. No?

Television commercials Real estate agent: “Nothing to hide”

Ann, she likes to pop in sometimes!

Television commercials Breaking news: “one pound of fruit”

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SLOW ZOOM IN TO WS ANCHOR AT DESK. ANCHOR: We interrupt this programming to bring you breaking news. We take you live to the scene.

WS ANCHOR STANDING IN FRONT OF JUICE AISLE. PEOPLE ARE RUNNING AROUND IN BACKGROUND. ANCHOR: I am standing here in the local supermarket where there seems to be a strange phenomenon occurring related to pounds of fruit and the juice drink Naked.

MS ANCHOR APPROACHES WOMAN. ANCHOR: Excuse me ma’am, can you explain what is going on?

MS WOMAN PUTS BOTTLE IN CART.IT TURNS INTO FRUIT. Woman: “I don’t know. Every time I go to put this bottle of Naked Juice into my cart, this happens!”

WS BOTH WOMEN STARING INTO CART.

MCU ANCHOR LOOKING VERY SHOCKED. ANCHOR: Oh my goodness. This appears to be a very serious situation.

Television commercials Breaking news: “one pound of fruit”

FULL SCREEN GRAPHIC FULL SCREEN GRAPHIC. “ONE POUND OF FRUIT IN EACH BOTTLE!” FLIES IN FROM THE LEFT. SFX: whoosh V.O.: Naked. One pound of fruit in each bottle.

WS WOMAN WALKING OUT OF STORE. SHE IS STRUGGLING TO CARRY BAGS FULL OF FRUIT TO HER CAR.

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execution Creative Objectives & Strategies: PRINT

MoJo Media has designed a series of four print advertisements. The first advertisement was designed with our female target audience in mind. This advertisement is to be used in conjunction with the awareness phase of our campaign. Humorously, it explains that Naked Juice has “nothing to hide” because it is 100% all natural. The other three print advertisements involve cartoon creations. In these ads the specific flavor of Naked Juice has been brought to life in a cartoon form. Every fruit that makes up the cartoon figure is a fruit that is found in that flavor of Naked. The colors are vibrant and the copy is simple, capturing the attention of readers. The cartoon creatures are visually appealing, drawing readers in to read more about Naked. These ads emphasize the product’s nutritious benefits and promote the message “one pound of fruit in each bottle.” The continuity in these ads helps to maintain awareness of the brand, and promote sales for different flavors. We will use these ads primarily during the sales phase.

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PRINT ADVERTISEMENTS Liar: “NOTHING TO HIDE”

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PRINT ADVERTISEMENTS Green monster:“one pound of fruit in each bottle”

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PRINT ADVERTISEMENTS Power-c: “one pound of fruit in each bottle”

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PRINT ADVERTISEMENTS Orange mango motion: “one pound of fruit in each bottle”

execution Creative Objectives & Strategies: RADIO

Radio writing has to be clearer than any other kind of copywriting. We will place two commercials on spot radio. The first is similar to the television commercial, Get Naked. It makes use of various sound effects to make the scene come to life. People are busy driving when they listen to our ads, so we have designed them to be entertaining to listen to. The message at the end of the commercial is catchy, simple, and easy to remember. Both commercials will run during the awareness phase because they are effective in informing people about the health benefits of Naked.

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SFX AUDIO SFX: Digital Whoosh SFX: Background Motown music

NARRATOR: Don’t let this happen to you: BOY: Do you want to sit on my couch with me?

Radio commercials Get naked: “nothing to hide”

SFX: Footsteps SFX: Fridge Door SFX: Gulp SFX: Footsteps SFX: Background Motown music fades down

GIRL: Um, ok. BOY: This is nice. GIRL: I’m going to go get naked. BOY: Oh my god… GIRL: Mmm. GIRL: What are you doing?? BOY: Oh my god, what?! GIRL: Put some clothes on!

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SFX: Background Motown music fades up

BOY: I thought you said you were going to get naked! GIRL: Yeah Naked, like the smoothie drink. NARRATOR: Get Naked. We’ve got nothing to hide. BOY: Can I have a sip?

Radio commercials Get naked: “nothing to hide”

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SFX AUDIO SFX: Background Upbeat Music

KATIE: Whacha drinking Chelsea? CHELSEA: Naked Juice.

Radio commercials What ‘s that?: “nothing to hide”

KATIE: (laughter)…Naked Juice? What’s that? CHELSEA: Oh, it’s a fruit and smoothie drink. KATIE: Oh, I hate smoothies; they have so much sugar in them. CHELSEA: Not Naked. It’s 100% natural with a pound of fruit in every bottle. KATIE: A pound of fruit in every bottle? CHELSEA: Yeah, isn’t that crazy? It comes in delicious flavors like Strawberry Kiwi Kick & Orange Mango Motion. I discovered them 3 months ago & they’re so good that I can’t stop drinking them. KATIE: Wow that sounds amazing. CHELSEA: Yeah. KATIE: So, can I have a sip? CHELSEA: I just took the last gulp, sorry Katie.

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SFX: Cell Phone Rings

KATIE: Not now mom, I gotta go get Naked. NARRATOR: Naked. With a pound of fruit in every bottle, we’ve got nothing to hide.

Radio commercials What ‘s that?: “nothing to hide”

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execution Creative Objectives & Strategies: BILLBOARDS

The visual on this billboard is shocking enough to catch the attention of any 18-24 year-old female who drivespassed it. The sex appeal used in this advertisement is exactly what attracts the attention of this target audience. We will use this billboard during our awareness phase; it is sure to generate some buzz and make people want to know more about Naked. It is sure to be remembered in an unaided recall test!

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execution Creative TESTING

MoJo Media understands that an advertising plan means nothing if it is not effective. That is why we will pretest and posttest all of our creative ideas to prevent costly errors. We will use a variety of qualitative and quantitative techniques to pretest for likeability and comprehension of our message. Through direct questioning of members of our target audience, we will determine how well our advertisements convey copy points. We want to ensure that our efforts are raising awareness about Naked’s all natural ingredients. To pretest our commercials, we will conduct central location tests in shopping malls located in each of our six target cities. Participants will be asked questions about Naked Juice before and after exposure to the commercials. We will also conduct clutter tests with focus groups to measure effectiveness, comprehension and attitude shifts. Our agency will conduct posttests to measure campaign success in achieving our goals of increasing awareness and sales. Attitude test results will indicate if consumers have a favorable image of Naked Juice, and would therefore consider purchasing the product. Since we are placing our ads in targeted markets, we will use inquiry tests to determine an ad’s attention-getting value. We will also use sales tests to measure success in sales.

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EXECUTION MEDIA PLAN: OBJECTIVES

REACH THE TARGET AUDIENCE As a drink with 100% all natural juices and wholesome ingredients, Naked targets the health-conscious. Our advertising plan is targeted towards 18-24 year-old females who live healthy and active lifestyles. Each bottle of Naked Juice is loaded with one pound of fruit and can serve as a meal for women on the go. Naked Juice is the perfect supplement to a busy schedule and an active lifestyle. Our advertisements will inform female consumers that Naked Juice is the perfect fit for a healthy lifestyle. GEOGRAPHIC SCOPE OF THE PLACEMENT Our advertisements will be placed in a combination of national, regional and spot media. We will be purchasing advertising space in the national magazines People, Spin, Rolling Stone and Cosmopolitan. Regionally, we will display advertisements on billboards. We will use spot radio, and broadcastand cable television as channels to deliver our messages. MESSAGE WEIGHT Currently, Naked Juice has high awareness and strong brand loyalty on the West Coast, where the juice drink originated. However, awareness of Naked products remains low as you move east. We have selected six major metropolitan areas in the Northeast, Midwest and Mid-Atlantic regions of the country where we will heavily focus our advertising efforts. These key locations will provide the exposure we need to effectively reach busy, female consumers.

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EXECUTION MEDIA PLAN: STRATEGIES

REACH AND FREQUENCY With a specific target market of 18-24 year-old females, our media plan aims to have a reach of 85% and a frequency of 6. CONTINUITY Our Naked Juice advertising campaign will be executed using a pulsing schedule. Since this campaign is designed to increase awareness and sales of the product, it is important to advertise heavily in the beginning of the campaign to achieve maximum awareness of the product. Our campaign is organized and divided into five separate phases in an eight month campaign, beginning on March 4, 2007 and ending October 20, 2007. In the first phase which includes all of March, April, and May, the focus will primarily be on awareness of the product. Cable television, spot radio, and billboards that will coincide with the magazine advertisements will be featured during this period. The second, third, and forth phases will focus primarily on increasing sales and will each be one month long from June to August 2007. Throughout these phases, cable television and magazines will be used along with the introduction of our broadcast advertising in Project Runway, starting the second week of July. The last phase is maintenance of awareness and sales with advertisements placed during Project Runway. By using this pulsing strategy, our campaign will achieve optimal frequency and reach, and keep the target market aware of Naked’s all natural benefits.

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LENGTH/SIZE OF ALL ADVERTISEMENTS The four print advertisements will focus on gaining awareness and sales. The first advertisement will be in print during the first phase to gain awareness throughout the target market. Each subsequent advertisement will be introduced throughout

EXECUTION MEDIA PLAN: STRATEGIES

the second, third, and forth phase and will be similar in format, imagery, and content to obtain greater recognition. The size of the print advertisements will follow the standard 7”x10” format in both People and Cosmopolitan magazine. Rolling Stone’s advertisement will be adjusted to fit their 9” x 11” format and Spin’s advertisement will also be slightly adjusted to fit their 8.5” x 10.313.” The campaign’s billboard advertisement will be seen during the awareness phase.Billboards will be placed in some of the US’s top populated cities to reach a greater number of potential viewers. The size of the billboard will be 14’ x 48.’ Each of the three television ads that will be placed on broadcast and cable networks will be 30 seconds long. The Get Naked and Real Estate commercials will air during the awareness phase, and the Breaking News commercials will air during the sales phase. Spot radio will also be used in the same cities as the billboards are placed to ensure greater frequency within the demographic market. Trends tend to catch on quicker in urban areas. Therefore with having both spot radio and billboards placed in urban areas during our awareness campaign, information through word of mouth to surrounding areas can be spread to start the buzz about Naked Juice.

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EXECUTION MEDIA PLAN: choices

MEDIA MIX

Magazines Rolling Stone Spin Cosmopolitan People

Billboards Billboards will be placed in some of the most populated U.S. cities: New York City Philadelphia Boston Baltimore Washington D.C. Chicago. Radio

Advertisements will be placed on spot radio in the following cities: New York City Philadelphia Boston Baltimore Washington D.C. Chicago. Each of these cities will have ads placed on three radio stations in their area.

Broadcast TV Project Runway Cable TV The Daily Show The Colbert Report

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MEDIA JUSTIFICATION Broadcast and Cable TV: The Daily Show and Colbert Report have become popular and trendy ways for younger audiences to get their news. By placing the ads on both the Daily Show and the Colbert Report, we increase frequency among viewers because both shows are on Comedy Central one following the other. Advertisements placed on these shows will air throughout the first four phases. Advertisements during Project Runway will also run simultaneously with these shows through most of phase three, all of phase four, and will last until the third week in October, ending phase five. As one of the top rated shows on broadcast television, Project Runway, focuses on fashion and draws in a large female audience that we are targeting. Billboards: Our target audience of 18-24 year-old women are often on the go and endure a hectic lifestyle. Billboards will be a quick way to get our message across to the target audience when they are traveling to and from work. Naked Juice is a product that is a quick, easy, and healthy meal that can be consumed on the go. Magazines: We chose magazines that focused on readers who were concerned with the latest trends in fashion, music, health, beauty, and popular culture. Naked’s all natural ingredients mesh well with today’s growing trend for a healthier lifestyle. By placing ads in magazines like People, Spin, Rolling Stone and Cosmopolitian we reach the target audience we are looking for. Radio: We chose to air 30 second radio spots in six of the biggest cities in the eastern United States. Radio has the ability to reach people while they are “on the go”, which will help us capture the attention of our target audience. Since our target audience is made up of people 18-24 years of age, we chose to have our ads playing on the formats of Hot A/C, CHR-pop, and Modern Rock. Although Hot A/C is described as “Adult Contemporary”, it is designed for a general audience. With current hits and old-time favorites, Hot A/C stations attract people of all ages, particularly a younger audience. These stations concentrate on the most popular upbeat music within the last year. CHR-pop (“Contemporary Hits Radio”) is comprised of brand new release of singles off of Billboard’s top 100. The target audience of CHR-pop is comprised of people 15-30, which perfectly fits our target audience. The last format we chose, Modern Rock, directly targets the college population. Modern Rock stations concentrate on break-out artists and cutting-edge singles.

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COMPETITIVE MEDIA ASSESSMENT

Positions itself as a refreshing beverage, free of all the unhealthy ingredients normally found in foods and drinks.

Odwalla uses print advertising. Their advertisements convey a care-free, down to earth perspective on life with fresh, delicious smoothies.

Positions itself as America’s natural beverage company. They describe their smoothies as a healthy alternative with delicious flavors.

Hansen’s uses print advertising, as well as coupon books. Their print advertisements use a slice-of-life strategy with people of all ages.

Positions itself as a premium provider of the best fruits and the healthiest beverages made from homegrown produce.

Bolthouse Farms uses print advertising. They focus on the homegrown aspect of their product and the freshness of their produce.

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EXECUTION MEDIA PLAN: Scheduling and buying

Cable

Title CPM Rating Cost Ads

Purchased in Total Phase 1Ads Purchased

Phase 2 Total Phase 2Ads Purchased



Phase 5 Total Phase 5 TotalDaily Show/Colbert Report 14.00$ 20 280,000.00$ 12 3,360,000.00$ 0 -$ 0 -$ 0 -$ 0 -$ 3,360,000.00$ Daily Show/Colbert Report 14.00$ 15 210,000.00$ 0 -$ 4 840,000.00$ 4 840,000.00$ 4 840,000.00$ 0 -$ 2,520,000.00$

TOTAL 5,880,000.00$ Broadcast

Title RateAds

Purchased in Total Phase 1 Ads Purchased

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5 Total Phase 5 TotalPhase Project Runway 56,000.00$ 0 -$ 0 -$ 3 168,000.00$ 4 224,000.00$ 7 392,000.00$ 784,000.00$

TOTAL 784,000.00$ Spot Radio

Location CPM Ratin Cost Purchased in


Phase Ads Purchased



Phase g 2 Total Phase 2 5 Total Phase 5 TotalNew York City 6.00$ 25 12,216.00$ 36 439,776.00$ 0 -$ 0 -$ 0 -$ 0 -$ 439,776.00$ Philadelphia 6.00$ 25 2,196.00$ 36 79,056.00$ 0 -$ 0 -$ 0 -$ 0 -$ 79,056.00$ Boston 6.00$ 25 834.00$ 36 30,024.00$ 0 -$ 0 -$ 0 -$ 0 -$ 30,024.00$ Baltimore 6.00$ 25 954.00$ 36 34,344.00$ 0 -$ 0 -$ 0 -$ 0 -$ 34,344.00$ Washington, D.C. 6.00$ 25 828.00$ 36 29,808.00$ 0 -$ 0 -$ 0 -$ 0 -$ 29,808.00$ Chicago 6.00$ 25 4,266.00$ 36 153,576.00$ 0 -$ 0 -$ 0 -$ 0 -$ 153,576.00$

TOTAL 766,584.00$

Magazine

Title FrequencAds

Purchased in Cost Phase 1Ads Purchased

in Phase Ads Purchased

in Phase 3 Cost Phase 3Ads Purchased

in Phase 4 Cost Phase 4Ads Purchased

in Phase y Circulation Rate 2 Cost Phase 2 5 Cost Phase 5 TotalPeople Weekly 3,823,604 198,500.00$ 12 2,382,000.00$ 2 397,000.00$ 2 397,000.00$ 2 397,000.00$ 0 $0.00 3,573,000.00$ Rolling Stone Bi-monthly 1,432,816 131,350.00$ 5 656,750.00$ 1 131,350.00$ 1 131,350.00$ 1 131,350.00$ 0 $0.00 1,050,800.00$ Cosmo Monthly 2,908,861 166,200.00$ 3 498,600.00$ 1 166,200.00$ 1 166,200.00$ 1 166,200.00$ 0 $0.00 997,200.00$ Spin Monthly 501,260 47,700.00$ 3 143,100.00$ 1 47,700.00$ 1 47,700.00$ 0 -$ 0 $0.00 238,500.00$

TOTAL 5,859,500.00$

Billboards

Location PopulationCost/Day Cost (60

Da(100GRP) ys) New York City 8,143,197 16,286.39$ 977,183.40$ Used ############Philadelphia 1,463,281 2,926.56$ 175,593.60$ Left 6,592.20$ Boston 559,034 1,271.63$ 76,297.80$ Baltimore 635,815 1,118.07$ 67,084.20$ Washington, D.C. 550,521 1,101.04$ 66,062.40$ Chicago 2,842,518 5,685.04$ 341,102.40$

TOTAL 1,703,323.80$

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March April May June July Aug Sept Oct

Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4MEDIA Cable Daily Show/Colbert Report Broadcast Project Runway Spot Radio New York City Philadelphia Boston Baltimore Washington, D.C. Chicago Magazine People Rolling Stone Cosmo Spin Billboards New York City Philadelphia Boston Baltimore Washington, D.C. Chicago

EXECUTION MEDIA PLAN: Scheduling and buying

EXECUTION Integrated Marketing Communications

Naked Juice will employ a variety of IMC tactics to strengthen the effectiveness of the advertising plan and increase sales. To create customer loyalty, coupons for discounts off Naked Juice purchases will be attached to bottles. The coupons will be valid for three months (May-July). Point-of-purchase displays will also be exhibited in grocery stores with heavy exposure in college towns to maintain awareness. A Naked Juice truck will also travel across the country. The truck will visit various cities across the United States, appearing at outdoor summer concerts and college events. The truck will coast on vegetable oil, to reflect Naked Juice’s concern for the environment.This will help to spread awareness that Naked is an socially responsible company. We would like to stage some high profile events in largely populated areas like Times Square. Men with Naked Juice bottles painted on their chests and backs will walk around wearing only little shorts. Samples will also be given out to introduce people to the product and stimulate future purchase. This will create buzz and drastically increase awareness of the product. As a super-premium juice company, Naked can sponsor health related events like “Jumprope for Heart.” Not only will this increase awareness, but it will establish the company as a community supporter.

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Evaluation Criteria for success-measurement methods

The two goals we set in this advertising campaign are to increase awareness of Naked Juice from 15%-30% and to increase sales by 20%. To monitor our progress towards meeting our objectives we will conduct a survey before implementing the plan, after each phase, and finally at the end of the eight month campaign. The survey will include geodemographic questions, purchase history, awareness of the product, and attitude towards the brand. By surveying after each phase, we can reassess our advertising efforts and make the necessary changes to keep us on the path to success. As we mentioned earlier, we plan on conducting posttesting to measure consumer attitude towards the product. It is important that consumers are pleased with Naked Juice and that they see it as a healthy drink option. We will interview 1000 consumers after every phase to see if our advertising efforts are being effective in raising awareness and promoting purchases. We can determine the success of our sales goals quantitatively by conducting a sales test. Using these measurement methods, we can know if our advertising campaign was successful in meeting our goals within the timeframe.

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Evaluation Marketing recommendations

Product - Make package more clear, to fit with the “naked” image Price - Lower prices, the high prices discourage people from purchasing. Placement - Expand distribution area. - Keep product location consistent within grocery stores. For example, near the yogurt section. Promotion - Offer more coupons on a national scope, not just on the West Coast. Other - Extend the brand to produce other healthy snacks like nutrition bars or dried fruit. Competitor, Odwalla, produces other products besides juice.

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conclusion

Thank you again, for the opportunity to propose our ideas. I hope you can see how

we can put some of our own mojo into your juice!

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