University of Delaware
Meghan Powers BUAD 471-051: Advertising Management Media Professor Bo! "ent May 17# $01%
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Executive Summary SpikedSeltzer is a &ni'&e new !everage that has re(ently entered the highly (om)etitive al(oholi( !everage ind&stry* +ntre)rene&r +ntre)rene&r ,i( .hields de(ided to ta) into the ever-growing ever-growing /hard selter maret !y &sing his !rewing !a(gro&nd to (reate a healthy !eer alternative* 2his refreshing# (itr&s 3avored drin is in dire(t (om)etition with similar )rod&(ts s&(h as Not Your Father’s Root Beer, Henry's Hard Ginger Ale, Coney sland Hard Root Beer and an even newer hard selter (om)any (alled Nauti! By im)lementing advertising eorts s&(h as so(ial media )romotion# we!site intera(tivity# intera(tivity# and event s)onsorshi)# SpikedSeltzer has has made a strong entry into the maret* Being gl&ten-free# low-(ar!# and % al(ohol (ontent# the selters give driners the same !& as a reg&lar !eer with slightly less regret 6.)ied .elter# $01%* SpikedSeltzer has a &ni'&e o))ort&nity o ))ort&nity to tae the maret !y storm# !&t has already en(o&ntered threats from the Nauti hard Nauti hard selter )rod&(t# whi(h 8&st hit the maret in A)ril* 9n order to !eat the (om)etition and a nd in(rease maret share# SpikedSeltzer m&st m&st im)lement im)ortant (hanges and additions to their (&rrent (&rrent advertising strategy* strategy* 2he goals of this new (am)aign are to get more stores to )i( &) the )rod&(t for wholesale in new territories# and in(rease so(ial media )resen(e !y 1#000 shares on ea(h )latform* By la&n(hing the (am)aign in ;&ne $01%# SpikedSeltzer will !e(ome the
go-to drin for every s&mmer f&n(tion* 2he !&dget of <===== will (ontri!&te to the (am)aign thro&gh the &se of television (ommer(ials# (ommer(ials# so(ial media )romotion# magaines# and s)e(ial events*
9ntrod&(tion 2he SpikedSeltzer )rod&(t was the (olla!orative idea of ,i( .hields# a >fth-generation !rewer# and Dave ?olmes# a former >nan(e )rofessional* SpikedSeltzer (om!ines the dis(i)lines of !rewing# winemaing# and nat&ral 3avors to (reate a new ind of !everage* Being all nat&ral# low (ar!# gl&ten free# and % al(ohol (ontent# the !everage !rings a fresh i( witho&t the health ee(ts 6.)ied.elter# $01%* 2he !rand oers 4 distin(t 3avors that allow &sers to mae their own &ni'&e (o(tail drins*
Competition ?ard sodas are the fastest growing se(tor of the !eer ind&stry (&rrently (&rrently o&t in the maret* 2hey have grown in )o)&larity the )ast few years and are e@)e(ted to in(rease their )resen(e greatly in the near f&t&re* Not Your Father’s Root Beer is an e@am)le of a )o)&lar !everage in this (ategory* 9t de!&ted in in ;&ne of $01$ in hi(ago* 2his )lay on the (lassi( soda )o) has gained great tra(tion in a short )eriod of time*
4 Not Your Father’s Root Beer is is !rewed !y .mall 2own Brewery and its s&((ess started the growing trend in this ind&stry* 9t !e(ame the third !est selling (raft !eer !rand in stores !etween ,ovem!er $Cth and ;an&ary ;a n&ary 1st# a((ording to hi(ago-!ased maret resear(h resear(h >rm 99* 9nd&stry )rofessionals !lame this s&((ess on the (hanging )alette of (ons&mers* 2om ot&nno# of ,B# (laims that there is a growing interest in a sweeter )ro>le and these !everages satisfy that (raving* 2he root !eer 3avored 3avored !everage is a loo !a( into a time where where soda )o) was a )art of many (hildhood memories* Ad<s want to taste the 3avors of those memories and the nostalgia that (omes with these (raft !rews are a ma8or selling )oint* "illerCoors (laims "illerCoors (laims that these !everages are geared towards an /&nderserved maret# maret# referring to Een # the generation !orn !etween 1C%0 and 1CF0* 2hey state that those !orn in that time )eriod grew &) (ons&ming the highest rates of soda and 74 of them still (ons&me it today 6ot&nno# 6ot&nno# $015* Not Your Father’s has Father’s has re(ently e@)anded to the ginger ale 3avor and the (om)any e@)e(ts to see the same res)onse to this new 3avor* Beer !reweries !reweries nationwide too noti(e to the immense s&((ess of Not Your Father’s Root Beer and and (om)etition to >ll this new ni(he is greater than ever !efore* Coney sland Beer introd&(ed Coney introd&(ed Coney sland Hard Root Beer in in A&g&st of $015 and "illerCoors and "illerCoors (reated their version of the drin (alled Henry’s Hard Ginger Ale* Ale * Both (om)anies are following the soda 3avored !eer trend and seem to !e >nding s&((ess
5 in the >eld* "illerCoors had )revio&s s&((ess with its 3avored malt !everage Redd’s Apple Ale and Ale and !elieve that this se(tor of soft drin 3avored !eer will garner similar )o)&larity 6ot&nno# $015* 2hey also have the !ene>t of an already esta!lished !rand and high levels of advertising and state that they will !e &sing that to (ata)< this )rod&(t to a national level* "illerCoors !elieves "illerCoors !elieves that e@)anding the 3avors# !esides root !eer# to orange (ream soda and ginger ale will o)en &) a new (ategory to sell in 6ot&nno# $015* Boston Bre#ing Co$pany # the (reators !ehind Coney sland Hard Soda# Soda# seems to !e very !&sy when it (omes to )&!li(ity in the event (ir(&it* 2hey will also !e attending the "ent&(y "ent&(y Der!y Beerfest and Ball)ar Brewing Gest Gest lo(ated in "ent&(y and 9llinois res)e(tively* 2he e@)os&re to states o&tside of the ,ortheast (an give them an &))er hand in growing their !&siness and !&ilding a re)&tation similar to Not Your Father’s Root Beer! Hne of the !iggest !rands that are (om)etition to SpikedSeltzer is a hard selter# Naut i* i* ,a&ti is very similar in !oth )a(aging and (on(e)t to SpikedSeltzer * Nauti is Nauti is !rewed !y Ia(h&sett Brewing in Massa(h&setts and has only on ly !een on the maret sin(e A)ril of this year* 2hey advertise the fa(t that they are a healthy alternative to the s&gary and &nhealthy versions* ,a&ti is a regional !rand so far with CF of their sales in the ,ew +ngland area to date da te 6ain# $01%* .in(e they havenJt made national waves they arenJt as !ig of a threat to
% sales of SpikedSeltzer as as (om)ared to others s&(h as Not Your Father’s! om)etitive Advantage SpikedSeltzer is is a new ty)e of 3avored al(oholi( /!eer that has gained )o)&larity in the re(ent months* 2he drinJs (ris) and (lear taste has (a)t&red attention from !eer a>(ionados looing for the ne@t !est thing with a healthy twist* Altho&gh it is not te(hni(ally a /soda 3avored !eer it >ts into this (ategory !ased o of its !&!!ly and fr&ity 3avoring* SpikedSeltzer has has a (om)etitive edge with their low (alorie and gl&ten free as)e(ts a))ealing to the health (ons(io&s individ&al looing for an alternative to s&gary (o(tails* 2hey have develo)ed many dierent deli(io&s 3avors and the interest in this )rod&(t is growing '&i(ly*
7
Previous Advertising As an &) and (oming !rand SpikedSeltzer has has fo(&sed its advertising on so(ial media# word of mo&th# and (reative )a(aging* SpikedSeltzer (&rrently (&rrently has a well designed we!site that is easily a((essi!le and (ontains all the information one wo&ld need when resear(hing resear(hing this !rand* 2he we!site has oered &) )ossi!le re(i)es one (an &se with this !everage* 2hese re(i)es are new taes on old (lassi(s that (an give (ons&mers new ways to s)i(e &) their &s&al (o(tails* 2hey also have a )lay on )a(aging with their !ottle (a)s* 2he we!site en(o&rages &sers &sers to s&!mit their own /f&nny /f&nny or
F /ins)iring tid!its to !e dis)layed on their !ottle (a)s and it gives the &ser an intera(tive a(tivity that !rings attention to these )rod&(ts*
SpikedSeltzer has has also attended m<i)le wine and food events in the )ast year that will hel) to s)read the word a!o&t their )rod&(t and give )eo)le the (han(e to taste test the !eer* !eer* 2hey attended the ;&nior Keag&e of .an Diego Good and Iine Gestival Gestival and the Ereat 9nternational Beer Gestival Gestival in hode 9sland* 2hey will also !e attending the ising Pint Beer Gestival in ?artford 2* All of these re(ent events will hel) to (<ivate new )otential (&stomers !oth on the east and west (oast* 2heir we!site show(ases a total of seven other events they will !e attending 8&st this s&mmer# all food and !eer related and lo(ated in dierent )arts of the (o&ntry* +vents are a great way to get a(t&al data !ased on the amo&nt of )eo)le that show &) and are e@)osed to yo&r )rod&(t in )erson* +vents wor es)e(ially well for food fo od and drin )rod&(ts !e(a&se !eing a!le a !le to )hysi(ally taste something (an really seal the deal for a )otential (&stomer* (&stomer* 2he im)ortan(e of
C getting the word o&t a!o&t a !rand is great and &sing events for in )erson mareting and advertising is one of the !est ways to !ring attention to an &) and (oming !rand* 2arget 2arget A&dien(e Understanding SpikedSeltzer’s target SpikedSeltzer’s target a&dien(e is (r&(ial* 9tJs im)ortant to segment their maret in order for them to >nd a (ommon gro&nd with (ons&mers* By segmenting SpikedSeltzer’s maret# SpikedSeltzer’s maret# theyJll !e more ee(tive informing andLor )ers&ading )otential (ons&mers that their !everage will meet their needs* IeJve divided their target a&dien(e thro&gh 4 (&stomer (hara(teristi(s: geogra)hi(# demogra)hi(# so(ioe(onomi( and )sy(hogra)hi(*
Geographic: SpikedSeltzer has has divided their maret !ased on geogra)hi(s* 2heyJre more more targeted to the northeast# northeast# )arti(&larly in the states states of Massa(h&setts# onne(ti(&t and ,ew or* or* 2heir target maret maret is &s&ally in &r!an or s&!&r!an areas in a (ity sie s ie a!o&t 50#0001#000#000* ommon distri(ts in(l&de the ,ew)ort# ?am)tons and a)e od* Ie re(ommend SpikedSeltzer to to e@)and to other )o)&lar s&mmer destinations*
Demographics: SpikedSeltzer has has also segmented their maret maret !ased on demogra)hi(s* 2heir target maret is mostly female and IhiteLa&(asian* 2heyJre &s&ally in their (ollegiate or ad< life stage#
10 in the age gro&) of 1F-$4 6over $1 and $5-4 years old* 2heyJre also in the !irth ! irth era of generation generatio n * * SpikedSeltzer’s marital SpikedSeltzer’s marital stat&s is either never married or newly married* 2hey ty)i(ally rent a home with either -4 roommates or with a signi>(ant other*
Socioeconomics: SpikedSeltzer’s so(ioe(onomi(s SpikedSeltzer’s so(ioe(onomi(s is also an im)ortant (hara(teristi( to &nderstand* 2heyJre segmented to (&stomers of a higher ed&(ation# either (&rrently earning or have already earned a !a(helorNs degree* 2heir o((&)ation varies# !&t is )rofessional* SpikedSeltzer’s (ons&mer SpikedSeltzer’s (ons&mer in(ome is &s&ally aro&nd <50#000-<74#CCC* <50#000-<74#CCC*
Psychographics: SpikedSeltzer has has divided their maret !ased on )sy(hogra)hi(s# the /most ee(tive (riterion for segmentation segmentation 6!oo* 2heir target maret &s&ally has a gregario&s and am!itio&s )ersonality* )ersonality* Based o o of the OAK. )rogram# their (ons&mers are e@)erien(ers 6)rimary ty)e and a(hievers 6se(ondary ty)e* +@)erien(ers are so(ia!le# trendy and &)-to-date )eo)le who /want everything* A(hievers A(hievers are )eo)le who are goal oriented# )eer (ons(io&s# f&lly s(hed&led and (ommitted to their family and 8o! 6.trategi( B&siness 9nsights# $01%*
Ad Creative Strategy & Execution Ad o!8e(tive
11 H&r ad o!8e(tive is to engage with (ons&mers and )romote the !rand in the most (reative (reative and e(ient way )ossi!le* )ossi!le* Ie want to ma@imie e@)os&re for Spiked Seltzer while also (onne(ting with o&r target a&dien(e* a&dien (e* 2o do so we are )lanning )lannin g to )&t on an event in .o&tham)ton# ,ew or or on the !ea(h in the middle of ;&ne* Ie also wrote o&t a (ommer(ial (ommer(ial o&tline that we !elieve re)resents re)resents the !rand in a light and entertaining way* ommer(ial 2o 2o gain more e@)os&re e@)os&re the SpikedSeltzer !rand sho&ld (reate a (reative and f&n (ommer(ial (ommer(ial to draw in in o&r target a&dien(e* 2he idea goes as followsQ 2he (ommer(ial (ommer(ial will start with a yo&ng (o&)le (o&)le getting ready to attend attend a s&mmer event event at s&nset on the !ea(h* 2heyJre nervo&s a!o&t what drin to !ring as a )arty favor !e(a&se the gro&) of friends theyJre meeting are e@tremely e@tremely stylish and &)-to-date &)-to -date on all the newest trends* 2hey de(ide to !ring SpikedSeltzer !e(a&se itJs all nat&ral# gl&ten free# free# aestheti(ally aestheti(ally )leasing* 2hey arrive arrive at the )arty to the gro&) of )eo)le and )resent the SpikedSeltzer! 2he hosts loo at ea(h other# then the drin and immediately a))rove of the gift non(halantly non(ha lantly** 2he (o&)le who !ro&ght the SpikedSeltzer >st >st !&m)s !ehind their !a(s and then 8oin the )arty (as&ally as if they had no worries all along* 2he (ommer(ial (ommer(ial sho&ld only !e shown after CPM CPM on )rime time networs !e(a&se of the nat&re of the )rod&(t and self reg&lation*
1$ ,etwors s&(h as +R have similar target a&dien(es to SpikedSeltzer, !oosting !rand awareness* ?am)tons +vent: Ie !elieve that one of the !est ways to gain attention and (&stomers for a !rand is thro&gh a well tho&ght o&t and well e@e(&ted e@e(&ted event* H&r )ro)osal taes )la(e in .o&thham)ton# ,ew or or on the !ea(h in the middle of ;&ne* Ie (hose the date# ;&ne 15th# !e(a&se it is at the !eginning of the s&mmer season and it gives )eo)le time to (ontin&e )&r(hasing SpikedSeltzer thro&gho&t the remainder of the s&mmer* s&mmer* Ie will hold this event at .easons of .o&tham)ton on the waterfront* H&r target a&dien(e in(l&des yo&ng woring )rofessionals who are looing for a healthy alternative to s&gary (o(tails and the ?am)tons is (entral to that mindset* Ie will advertise advertise this event at all of the lo(al (o&ntry (l&!s and resta&rants in the area to ens&re we are rea(hing the target a&dien(e* H&r )lan is to invite a lo(al !and for entertainment and set &) a raSe to win a /s&mmer s&))ly of SpikedSeltzer! 2he SpikedSeltzer! 2he men& will (onsist of fresh seafood# hor dNoe&vres# a s&shi !ar and (lam!ae* 2his ty)e of fare )airs well with the fresh and light 3avoring of SpikedSeltzer! H&r SpikedSeltzer! H&r !artenders will !e )roviding (o(tails straight from the .)ied .elter we!site* 2hese (o(tails in(l&de: Margarita Gi# Gi# Mer-Mosa# Paloma# Paloma# innf&l A))le .)ars# and .iren* +a(h (o(tail (aters to a dierent taste and ens&res that o&r g&ests have the o))ort&nity to try all of the SpikedSeltzer 3avors* 3avors*
1 Hther a(tivities that will tae )la(e in(l&de a station where g&ests (an write their own !ottle(a) /(at(h)hrases that the (om)any en(o&rages* SpikedSeltzer wants wants their (&stomers to !e involved in the !ottling )ro(ess and allows them to s&!mit s &!mit f&nny or insightf&l )hrases to their we!site to !e )la(ed on the inside of the !ottle (a)s# this station will in(or)orate that as)e(t of the we!site into the event* Ie are ho)ef&l that e@)osing a large amo&nt of )eo)le to the )rod&(t will in(rease sales in the ?am)tons and the s&rro&nding s&rro&nding areas* Ie also ho)e that those who attended will tell their family and friends a!o&t this !everage and )o)&larity will arise from word-of-mo&th*
Media Plan 2he goal of this media )lan is to engage with (ons&mers (ons&mers !y allowing them to intera(t with the !rand and hel) sha)e )romotions* 2his will en(o&rage a sense of !rand loyalty loyalty and therefore therefore in(rease sales* 2he o!8e(tive is to have e@)and to at least 5 more states and to get over 1#000 so(ial so(ial media shares a(ross a(ross dierent networs* networs* Ie want to e@)and to alifornia# alifornia# .eattle# Glorida and the arolinas* arolinas* 2he target a&dien(e is hi) and trendy who live healthy lifestyles* Ie re(ommend re(ommend that the the (om)any sho&ld sho& ld im)lement a (o&)le of dierent strategies to ma@imie e@)os&re and in(rease !rand loyalty* .o(ial Media .o(ial media will !e the main )latform to motivate (ons&m)tion and )arti(i)ation with the !rand* Gor Ga(e!oo Ga(e!oo esta!lish a larger fan
14 !ase on the )age# mae a (reative and e@(iting e@(iting s&mmary of the )rod&(t and (learly show why the a&dien(e sho&ld !&y it* Gor Ga(e!oo Ga(e!oo SpikedSeltzer sho&ld sho&ld always answer in'&iries within % ho&rs and have e@(ellent (&stomer servi(e* Hn Ga(e!oo Ga(e!oo and 2witter 2witter they sho&ld also &)date the feed daily with &)(oming events# (ontests# &)dates and always &se the hashtag T.)iedKife* Hn 2witter )eriodi(ally tweet relevant arti(les a!o&t hi) and trendy !ars and resta&rants that (arry SpikedSeltzer to to )romote the !rand and a nd the ven&es* &rrently on the .)ied.elter .)ied.elter 9nstagram they show mostly )i(t&res )i(t&res of the (ans* Hn 9nstagram to im)rove strategies they sho&ld hold more P shoots for the drin in settings that will s)ar interest within the target a&dien(e* 2o !oost P f&rther# )ost with the hashtag T.)ied.elter.at&rday and en(o&rage followers to do the same* Gor (om)etition ideas via 9nstagram for giveaways# (ontestants have to tag 5 friends in the 9nstagram and &se a (om)etition (om)etition hashtag* At events events lie o&r o&r ?am)tons event# SpikedSeltzer will will )ost )i(t&res strategi(ally: in(l&ding )i(t&res of real )eo)le en8oying the )rod&(t and having them enter (om)etitions for free mer(handise !y following the .)ied.elter .)ied.elter 9nstagram a((o&nt* .in(e the )rimary a&dien(e is yo&ng )eo)le# .na)(hat is a great )latform to rea(h them* 2he handle for .na)(hat sho&ld !e .)iedKife.na)s and the (om)any sho&ld live .na)(hat all events* Magaines
15 Gor )rint and online magaines the !rand sho&ld (ontin&e )romoting SpikedSeltzer in in sele(ted magaines that align with the target a&dien(e and !rand e'&ity* Oia the !randJs we!site# .)ied.elter*(om# .)ied.elter*(om# so(ial media )latforms and magaines (ons&mers will !e a!le to learn information a!o&t )arti(i)ating in (ontests to (reate SpikedSeltzer Ads# Ads# SpikedSeltzer viral viral videos# and SpikedSeltzer themed )hotos* All of these a(tivities will !e framed as (ontests# !&t it will !e a way to ee) (ons&mers engaged and have them event&ally !e(ome !rand am!assadors* A sele(tion sele(tion of )&!li(ations that already already feat&re SpikedSeltzer are are Brides, %he ¬, Boston Herald, Business aily, Buzz(eed, )s*uire, Gru+ Street, Boston Glo+e, %o#n and Country, rinking A$eria, Be-erage ndustry, .o$en’s Running, Cos$opolitan, /ineyard /ines and Ne# and Ne# York 0+ser-er 1 .)ied.elter# .)ied.elter# $01%* .tarting in ;&ne $01% $01% thro&gh thro&gh .e)tem!er $01%# $01%# SpikedSeltzer sho&ld )ost on so(ial media reg&larly and rea(h o&t to dierent resta&rants and !ars that interest o&r target maret and go well with o&r !rand* +a(h month set goals goals to e@)and o&r o&r )resen(e in the !everage ind&stry*
Advertising !&dget
Research Methods Ie re(ommend that SpikedSeltzer &ses a variety of resear(h methods to test the ee(tiveness of o&r (am)aign against the goals
1% )revio&sly set* 2o eval&ate )rod&(t awareness and e@)os&re# the (om)any (an re(ord the n&m!er of )eo)le in attendan(e at a t the ?am)tons s)e(ial event* om)any em)loyees will also !e a!le to )erform )rod&(t testing and resear(h via this event# as attendees will !e a!le to rate ea(h 3avor of SpikedSeltzer at at the taste test !ar* !ar* Using this data# e@e(&tives will gain (ons&mer feed!a( on the )rod&(t in order to mae (hanges and im)rovements* im)rovements* Another way to meas&re awareness wo&ld !e thro&gh the (am)aign (ommer(ial* Gor Gor ea(h networ the (ommer(ial (ommer(ial aired# SpikedSeltzer (an (an (olle(t data on the amo&nt of viewers and therefore the amo&nt of )eo)le e@)osed to the (ommer(ial* (ommer(ial* +@)os&re (an also a lso !e meas&red thro&gh (al(&lating (ir(&lation of the magaines the )rod&(t &sed for advertising eorts* 2o eval&ate the (om)letion of the (am)aignJs goals# SpikedSeltzer will will (ontin&o&sly monitor the amo&nt of in'&iries re(eived to )la(e the )rod&(t in stores*
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17 ,anos# ;* 6$01%# Ge!r&ary Ge!r&ary $$* Iith .)ied .elter# a >fth generation !eer maer tries to ta) a new maret - 2he Boston Elo!e* etrieved etrieved May 1$# $01%# from htt)s:LLwww*!ostonglo!e*(omL!&sinessL$01% htt)s:LLwww*!ostonglo!e*(omL!&sinessL$01%L0$L$5Lwit L0$L$5Lwith-s)iedh-s)iedselter->fth-generation-!eermarer-tries-ta)-newmaretLvg,AEhy0Gl.'E4'$n'MLstory*html &t&nno# 2* 6$015# De(em!er $5* $01% will !e the year of the NhardN soda wars* etrieved etrieved May 1$# $01%# from htt):LLwww*(n!(*(omL$015L1$L$4Lhard-soda-warsa!o&t-to-foam-over*html .)ied.elter* 6$01%* .)ied.elter* etrieved May 1$# $01%# from htt):LLwww*s)iedselter*(om Stategi Business nsights! 123456! /A7S8! /A7S8! Retrie-ed "ay 42, 2345, (ro$ http9::###!strategi+usinessinsights!o$ http9::###!strategi+usinessinsights!o$:-als:ustypes!sht$l :-als:ustypes!sht$l
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