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8/14/2019 ADV 412 Final Plans Book
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Kristina Anderson
Michael Boyer
Ricky Lerma
Laura Madary
Taylor Prochaska
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Table of contents
ExecutiveSummary..........................................................................1IndustryOverview............................................................................4SituationAnalysis.............................................................................6HistoricalOverview..........................................................................7ConsumerResearch..........................................................................9
AdvertisingStrategy........................................................................11CreativeStrategy.............................................................................14MediaPlan......................................................................................19Promotions.....................................................................................23
Appendix
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Executive Summary
NineteenSixty-SevenhasbeenaveryexcitingyearsofarinAmericansociety,andwe
believeitwillbeanexcitingyearforHobarama,LLCaswell.NineteenSixty-SevenpresentstheperfecttimetolaunchBawlsGuaranaEnergyDrink.Thecounter-culturemovementinSanFranciscoisstartingtogrow,andattachingBawlstothehippieculturewillreallyallowittotakeholdofanewgenerationlookingforadifferentkindofhighinthisdrug-riddenworld.Becausetherehasneverbeenanenergydrinkbefore,wewillbetappingintoacompletelyuntouchedmarket,andwebelieveHobaramawillhavegreatsuccess.
Industry Overview
History, Trends, and Outlook
Energydrinksarenon-existentintheUnitedStates,althoughtheyarebeginningtogaininpopularityinEuropeandAsia.Coffee,tea,caffeinatedsodas,andcaffeinepillsaretheonlyoptionspeoplehaveforgaininganextraboostofenergy.
CompetitionOurprimarycompetitioniscoffee.Oursecondarycompetitioniscaffeinepills,caffeinatedsodas,andtea.Coffee,soda,andteaalloffercaffeineinmuchlowerdoses.Caffeinepillsofferalargerkickofcaffeine,butareusedmainlyforstayingawake,notforrecreation.
Situation Analysis
Ourproductishighlycaffeinated,carbonated,andislowincalories.Bawlsisallnaturalbecauseitgetsitscaffeinefromtheguaranaberry,whichgivesitanedgeoveritscompetition.
Historical Overview
Hobarama,LLCwasfoundedin1996andhasdevelopedasmallvarietyofhighly
caffeinatedproductsincludingdrinks,pills,andfrozenbeverages.Hobaramahasalwaysusedgrass root techniqueswhenmarketing theirproductandhastargetedveryspecificmarketssuchasgamers,extremesports,andthefashionindustry.BawlsEnergyDrinkhasbeenafairlyelusiveandhard-to-findproduct,withmostofitssalesoverthepastelevenyearscominginthroughtheInternet.
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Consumer Research
Primary Market
MenandWomenages15-30,HippiesLiveinHaight-AshburyneighborhoodofSanFranciscoHavedroppedoutofsocietyFree-spiritedandtransient,appreciatemusic,literature,andartRecreationaldruguserswhoexperimentsexually.
Secondary MarketCollegeStudentsages18-25Alsobelieveinrecreationaldruguseandfreelove,butstillapartofsocietyLeft-wingpoliticalviewpoints,opposethewarinVietnamSpecificallytargeteduniversitiesincludeBerkeley,UniversityofWisconsinatMadison,
UniversityofMichiganatAnnArbor,KentState,andColumbiaUniversity
Tertiary MarketHighSchoolStudentsages15-18Beginningto challenge authority andbelieve in idealsof thecounter-culturemovementNotasconcernedwithpoliticsordruguseasappearingcool
Advertising Strategy and Objectives
OurmaingoalforBawlsEnergyDrinkistocreatebrandloyaltyinourprimarymarketandtoattachBawlstothecounter-culturemovement.Inordertoaccomplishthesegoals,wehavedevelopedanadvertisingcampaignthatincorporatestheuseofmagazineandradiomediaaswellasviralcampaigningtechniques.ByportrayingBawlsasnon-commercial,subversive,andcool,wewillbeabletodrawinourtargetmarketandattachtheproducttothehippieculture.Basedonourprimary,secondary,andtertiarymarkets,wehavedevelopedathree-partadvertisingstrategywhichreflectsourgoals.
Stage One:IntroduceBawlsintotheHaight-Ashburyareausingviraltechniques,useprintandradioadvertisements,showBawlsascompletelynon-commercial
Stage Two:LetBawlsspreadtocollegecampuses,introduceBawlsUpAllNightersStage Three:TargetHighSchoolstudents,keepBawlsrebelliousimageevenasitbecomesmoremainstream
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Creative Strategy
Copy Elements
Soft-sell,willappealtoindividuality,partying,spirituality,andrebellionHeadlines:GetLifted,ExpressYourEnergy,andANewLevelofConsciousnesswillrefertotheseideasaswellaspushthebenefitsoftheproductManifestowritteninalyricalstylewhichreflectstheBeatpoetsbutwithmorepsychedelicimagery.
Art ElementsVisualsreflectpopularartworkofthetimesuchasalbumcoversandtheworkofPeterMaxandshouldbeseenasartthemselves.Thelayoutanddesignoftheadswillusepsychedelicimageryandfonttoappealtoourtargetmarket.
Theoverallillustrationwilluseboldoutlines,andflatcolorsinthestyleofArtNouveau
Media Plan
Traditionalformsofadvertisingincludingradio,magazine,andnewspaperwillbeplacedinverycarefullyselectedlocationsthatareoutsidethemainstream.Viraltechniqueswillbethebulkofourstrategy,usingnon-traditionalmethodstoreachournon-traditionalmarket.
Promotions and Public RelationsOurpromotionswilllookasauthentictothecultureandasnon-commercialaspossible,withafocusonreachingouttoourconsumerseverywheretheygo.Ourpromotionswillinclude:ApostergiveawayofourprintadvertisementsTheBawlsyPrankstersBus,whichwilltravelaroundSanFranciscoandlateracrossthecountryPresenceatmusicfestivalsincludingtheMontereyPopFestivalBawlsnapkinsatbarsPrivatevendorswhosellourproductonthestreets
CampusMusicFestivalsBawlsUpAllNightersDJSponsorship
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Industry Overview
History
CoffeewasfirstintroducedtoNorthAmericasoonaftertheareawascolonizedbytheFrenchinthesixteenthcentury.Eversincethen,coffeehasbeenthecaffeinatedbeverageofchoiceamongstgenerationsthathavefollowed.Liketoday,itwascommonlyconsumedwithbreakfast,becausecaffeinehelpedonestayawakeforthedayahead.Thepopularityofinstantcoffees,likeNescafe,explodedduringthe1930sand1940s.ThedemandwassohighamongstthemilitarythattheentireproductionofNescafesU.S.plant,aboutamillioncasesayear,wasreservedformilitaryuseonly.Throughthe1950supuntilnow,thelatesixties,coffeehasbeencementedintothefabricofAmericanlife.
Similarly,caffeinatedsodaslikeCoca-ColaandPepsihavebecomeingrainedintotheAmericanconsciousness.Thoughanewerdevelopment,inventedinthelate1800s,sodahasanalmostuniversalappealacrossAmerica,enjoyingimmensepopularitysinceWorldWarI.BrandslikeCoca-ColaevenbecamesynonymouswithAmerica,goodtimes,andcomfortamongsthomesickU.S.soldiersfightinginWorldWarII.Furthermore,afterthesuburbanizationofthefifties,sodabecameinextricablefromthefastfoodandmaltshopexperiencethathassincebeenastandardamongstteenagers.
Trends
Currently,disaffectedyouthareemigratingfromtheAmericassuburbstothecounter-culturalsceneofSanFranciscosHaight-Ashburyneighborhood.Thispopulation,comprisedmostlyofBaby-Boomers,isreactingtotheconservativeupbringingtheyexperiencedin1950s,onethatstressedconformityandfamilyvaluesaboveallelse.Heretheyliveandpromotelifestylesthatarediametricallyopposedtothoseoftheiryouth.Theypartakeinpromiscuoussexandrecreationaldruguse,emphasizingexperimentationoverstability.BrightcolorsandArtNouveauhavegainedinpopularity.The1951filmfromtheirchildhood,
Alice and Wonderland,hasbeenturnedonitsheadwithitsuseasapromotionaltoolandinstructionbookfortheirwayoflife.ThispopulationhasthwartedcommercialismandchallengedAmericaninstitutionsrangingfromCampbellsSouptopolitics.
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Outlook
Abeveragemorecaffeinatedthansodaandcoffee,whoseexpresspurposeistoalteronesstateofconsciousness,isarevolutionaryidea.Sincethereisnootherproductlikeit,Bawlswillcornertheenergydrinkmarketandmaintainitsassociationwithrebellion.Insodoing,Bawlswillcapitalizeonthecurrenttrendofrecreationaldruguse,freelove,andoppositiontoauthority.OnceBawlsgainsinpopularity,copy-catcompetitorswillemerge.Bythen,however,BawlswillhaveauthenticateditselfwithintheHaight-Ashburysceneandgainedastronglybrandloyalfollowing.Allotherenergydrinkstocomewillbeviewedasoutsiders.
Competition
Ourprimarycompetitionincludescaffeinatedcoffee and caffeine pills. Our secondarycompetitionincludessodaandtea.CompetitionStrenghts: Other thancaffeinepills,ourcompetitionismorewidelyavailable,islowerpriced,andtastesbetterwithfoodthanBawls.Coffee,tea,andsodaareallAmerican
culturalinstitution.CompetitionWeaknesses: Bawls containsagreateramountofcaffeine,vitamins,andsuppliesamorepotent,longerlastingcaffeine-highthantheothercaffeinateddrinks.BawlsEnergyDrinkhas8.00mgofcaffeineperoz.wherecoffeehas7.13mg/oz.Onaverage,acaffeinepillcontains200mgofcaffeine,onefullBawlsservingcontains80mgofcaffeine.Sodaonlycontainsabout3mg/ozandteaabout3.45mg/oz.
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Situation Analysis
Product Analysis
Bawlsisahighlycaffeinated,carbonatedenergydrinkOnebottleofBawlshasthesameamountofcaffeineasoneandahalfcupsofcoffeeorthreecansofsodaBawlsismadewithguaranaextract,aberryfromSouthAmericathatoffersakickofcaffeinethatsall-naturalOnebottleofBawlshas120caloriesperserving,asopposedtootherenergydrinks,whichoffer500pluscalories
Bawls'competitiveedgeexistswithinit'sall-natural,low-calorie,andhighlycaffeinatedcharacteristics
Current Market Position
ConsideredtobeGeekBeerduetoitspopularityamongcomputergamersandatall-nightLANparties.Untilrecently,Bawlswasonlyavailableover
theInternetor atsmallcomputer stores,thoughnowitissoldatSuperTargetand7-ElevenBawlsismoreexpensivethanitscompetitionatanaveragepriceof$1.58abottle.However,increaseddistributionatSuperTargetwilllowerthepricecloserto$1,acomptetitivepricewithinitsproductcategory.
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Historical Overview
History of Company
Spring1996HobyBuppert,arecentgraduatefromCornelUniversityfoundedHobarama,LLCaftercreatingabusinessplanasapartofhisseniorproject.Hewaslookingtocreateaproductthatwouldbeahighly-caffeinatedalternativetocoffee.November14,1996BawlsGuaranawaslaunchedintheSouthBeachneighborhoodofMiami.Summer1998Bluesnews.com,agamerwebsite,mentionedBawlsinablog,andovernightBawlsbecameafavoriteamonggamers.
October2002CompUSAbeginsdistributingBawlsinitsstoresnationwide.Fall2004BawlsBuzz,caffeinated,fizzycandies,werelaunched.March1,2005BawlswasnamedtheofficialdrinkoftheNationalProfessionalPaintballLeague(NPPL).April2005BawlsGuaranexxwaslaunched,asugarfreeversionofthedrinkwhichismarketedtowardswomen.December12,2005MilitaryBawlsPacksarefirstdistributedtosoldiersabroadandathome.Spring2006SnoBawls,afrozenversionoftheenergydrink,waslaunchedin7-Elevenstores.Summer2006Bawlssponsorsthe2006SunglassHutSwimShowsinMiamiand
OlympusFashionWeekinNewYork.2007BawlsbecamethesponsorofBMXracing,whichwillbefeaturedatthe2008OlympicGamesinBeijing.BawlsalsobecametheofficialenergydrinkoftheNationalBicycleLeague(NBL)intheUnitedStates.
Technological Advances
Bawlsgetsitscaffeinefromtheguaranaberrywhichmakesittastebetterthanother
energydrinksandmakesithealthiersincelessofitsenergycomesfromsugar.
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Trends
BawlsGuaranexxwascreatedin 2005 tofollow thelow-carb crazeandismarketedtowardswomen.
Scope of Business
BawlshasaninternationalconsumerbasebecauseofitsavailabilityovertheInternet.BawlsisavailableatCompUSAstores,SuperTarget,7-Eleven,andgamingstores.Bawlssponsors15-20LANpartiesaweek,aswellassponsoringtheNPPL,NBL,andOlympusFashionWeek.
History of Product Category
WhileenergydrinksappearedinEuropeandAsiainthe1960s,thefirstproductthatresembledtodaysenergydrinksthatwasreleasedintheUSwasJoltColainthe1980s.ThefirsttrueenergydrinktobecomepopularintheUSwasRedBullwhichwasintroducedtothestatesin1997.
Todayweareinthemiddleofanenergydrinkcraze.PopulardrinksincludeRedBull,Monster,Vault,FullThrottle,Spark,Redline,andBawls.
AccordingtoBeverageIndustrymagazine,energydrinksarethefastestgrowingsectoroftheindustry,withsalesrising64%in2005.
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Consumer Research
Target Market
Ourtargetmarketiscomprisedofmenandwomenaged15to30years,whohavetunedintomusic,turnedontoillicitdrugs,anddroppedoutofmainstreamsociety.
Market Segments Identitfied
Primary Market
Ourprimarymarketismenandwomenaged15to30whohavecongregatedintheHaight-AshburyneighborhoodofSanFrancisco,anareanamedaftertheintersectionofstreetsHaightandAshbury.Thisdistricthasbeenfamousforitsbohemiansubculture,startingwiththeBeatGenerationinthe1950s,whofloodedtheareawithdrugs,poetry,andtransientlifestyles.Currently,anewgenerationofsubversives,calledthehippies,hascongregated in thisarea, attractedto its rebellioushistory.Their
livesrevolvearoundpsychedelicrockmusic,promiscuoussex,andtheconsumptionofdrugs.Theyenjoyattendingrock concertsand nightclubs.However, theythwartcommercialismand ideasof conventionalbeauty,optingformorenaturallooks.Apopulationconsistingmainlyoftransients,runaways,andoutcastsfrommiddletolowerincomesuburbanhouseholds,thehippiesdonottrust authorityfigures,institutionalorparental.Indeed,theirmottoisdonttrustanyoneoverthirty.Theirvaluesstand
diametricallyopposedtothoseofthemoreconservativemainstreamsociety.Thoughtheyareadiversebodyofindividuals,
theyareatightknitcommunityboundbytheiridealsandsuspicionofoutsiders.TheyworshipatthefeetofpsychedelicrockbandslikeJeffersonAirplane,theGratefulDead,andJanisJoplin,allofwholiveintheneighborhood.Membersofthetarget
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Advertising Strategy
Thecampaignwehaveplannedwilltakeplaceinthreestages.ThegoalofstageonewillbetoentirelyimmerseBawlsenergydrinkintothehippiecounterculturemovement.Wehavechosen thistargetdue tothefactthatpopulartrendsoftenbeginwiththecounterculturebeforebecomingcopiedinthemainstream.WeplanforthistobethecasewithBawlsenergydrink.DuringthesecondandthirdstagesofthecampaignwewillspreadtheBawlsenergydrinktrend.
Stage One
StageOnewillbeginduringthesummerof1967.Usingmainlyviraltechniques,thiscampaignwillcompletelyimmerseBawlsenergydrinkintothecounter-culture,specificallythegroupofpeoplelivingintheSanFranciscoenclave,Haight-Ashbury.
Stage Two
StageTwowillcontinuewiththetacticsusedduringStageOne,beginninginthefallof1967.AsmanyofthesetransientsfromHaight-Ashburyreturnhometheywillbespreading
theidealsandhabitsadoptedduringtheSummerofLove,includingtheconsumptionofBawlsenergydrink.LikeStageOne,StageTwowillbeanalmostentirelyviralendeavor.Wewillhelpfacilitatethisspreadbytargetingthemostliberalandinfluentialcollegecampuses.
UniversityofCaliforniaatBerkelyUniversityofWisconsinatMadisonUniveristyofMichiganatAnnArborKentStateUniversityColumbiaUniveristyinNewYorkCity
Stage Three
Finally,afterBawlsbecomesknownasasymbolofthecounter-culture,ourcampaignwillmovetothenationallevel.AfterStageOneandTwobeingcompletelylocalized,Stage
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Threewillbegintotargethighschoolstudentsand"wannabees".Bawlswillremainasymbolofrebellionandbecomeawayforourtertiarytargettoexpressthoseideals.
Advertising Goals
SeeBawlsbecomeemblematicofandinextricablefromthe1967counter-cultureHave80%ofourtargetexposedtoBawlsatleastonceinthefirstmonthofourentirelyviralcampaignUsetheMontereyPopFestivaltofullyimmerseBawlsinthecounter-cultureCreatetrialusageamongst50%oftheMontereyPopFestivalattendantsContinuetoprovideBawlsintheHaight-Ashburyareaatanysocialgatheringorpartytofullyassociateitwithdrugusageandthepsychedelicrockscene
CreateastrongbrandloyaltyamongstHaight-Ashburytargetbystayingcompletelynon-commercialandemphasizingourrebelliouspsychedelicimageryBytheendofthesummerof1967increasesalesby20%inprimarytargetBytheendofthesummerof1967increaseawarenessby80%inprimarytargetAttheendoftheSummerofLove,beginStageTwoofthecampaignbyspreadingourviraltechniquesatinfluentialliberalcollegecampusesIncreaseawarenessby70%inoursecondarytargetIncreasesalesby30%inoursecondarytargetAfter1.5yrsofthemostlyviral/localcampaign,movenationallyandtargetrebelliousteenagersIncreasesalesby45%withtheadditionofthisnewtarget
Maintainrebelliousimagethroughoutallstagesofthecampaign,especiallyStageThree
Product Concept
Product or market positioning
DuringStageOneBawlswillonlybesoldinsmallstoresintheHaight-Ashburyarea.ItwillbesoldinMomandPopstores,nightclubs,andheadshops,suchasPsychedelicShoponHaightStreet.Bawlswillalsobesoldbyprivatevendorsoutsidebarsandatrockfestivals.DuringStageTwowewillusethesametypesofvendors.Finally,duringstagethreewewillexpandtomoreandlargerstores,possiblyalocalchainsuchasCalaFoodsintheSanFranciscoarea.However,wewillstayoutofthelargerchainstores.
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Product Differentiation
Bawlsisarebelliousundergrounddrinkthatwillenhanceayouthsexperienceofthecounter-cultureofdrugs,musicandfreeloveBawlswillbeseenasanessentialpartofpartyingorhavingagoodtime;itwillnotbeusedforlatenightstudyingorasamorningpickmeupBawlshasa"naturalhigh"becauseitgetsitscaffeinefromtheguarannaberry,unlikecaffeinepills.Bawlscontainshealthbenefitslikevitamins,unlikecoffee,tea,orcaffeinepills
Life Cycle
Bawlscanbeconsumedeveryday,whetherforpurposesofpartying,hangingoutwithfriendsorreachingahigherstateofconsciousnessBawlscanbeconsumedwith,orinplaceof,alchoholicbeveragesandillegalsubstances;whoseconsumptionisadailyritualforourprimarytarget
Classification, Packaging and Branding
Bawlswillbeclassifiedasacaffeinatedbeverage.Itwillbesoldinindividual,hookah-shapedglass
bottlesThebottlewillincludeaDrinkMetagtiedaroundtheneckofthebottle,areferencetothe1951movie AliceinWonderland
Thisnewdesignismeant tofurther associateBawlswiththe counter-culturemovement,specificallythedrugculture
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Creative Strategy
OuradvertisingcampaignwillfitBawlsseamlesslyintothecounter-culturemovementoccurringatHaight-Ashbury.Wewillusepoeticandartistictacticsinordertosteerawayfromthestrongstigmathatiscommercialism.Bawlswillbeseenasunderstandingtheidealsandlifestylesofthoseinthecounter-culture.Indirectly,consumerswillbeencouragedtotakeBawlswithorinsteadofdrugsandalcohol.
Copy
Ourcampaignusesanentirelysoft-sellapproachthatappealstoindividuality,partying,spirituality,andrebellion.Wewilluselanguagetocomplimentthepsychedelicimageryandrefertothedrugculture.Thecopyismeanttopositionbawlsasatoolforpartyingandspiritualtranscendentalism.TheheadlinesforeachofourprintadswillfurthertheimageofBawlsasapartofthetenetsofthecounter-culture.Asecondarygoalofthecopyistostressthemoreconcreteproductbenefits,suchasthestimulatingeffectofcaffeine.
Get Lifted
ThelineGetLiftedismeanttoalludetotheeffectsofusingsubtancestoachieveanalteredstateofconsciousness.Itcanalsobeinterpretedasencouragingconsumerstoliftthemselvesspiritually,eitherbyimprovingtheirmoodorliftingthemselvesabovemainstreamsociety.GetLiftedalsoreferstothefactthatBawlscontainsastimulant,caffeine.
A New Level of Consciousness
TheheadlineANewLevelofConsciousnessisusedtotapintothehippieidealsofopen-mindednessandexperimentation.Italsocanbetakentomeanthenewlevelofconsciousnessachievedthroughchemicalingestion.Forexample,bydrinkingBawlsandawakeningonesmindandspiritwithcaffeine,theconsumerwillreachheightenedpsychicandspiritualperceptions.
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Express Your Energy
TheheadlineExpressYourEnergyfocusesontheheavystressplacedonofselfexpressionanduniquenessbyourtargetmarket.Twoformsofexpression,musicandart,arestronglyidealizedbythecounter-culture.Thisalludestothebenefitsoftakingmind-and-bodyalteringsubstancestofacilitateself-expression. Finally,theuseoftheword"energy"referstotheincreasedenergyoneexperiencesafterconsumingcaffeine.
Manifesto
Inadditiontothesecreativetaglines,wewillusethecopyfromthefollowing"manifesto".
Itiswritteninthebeattradition,followingtheworksofJackKerouac,AllenGinsbergandLawrenceFerlinghetti.Ittakesthisolderstyleonestepfurtherwiththeadditionofpsychedelicimagery.Thepoemismeanttomimicthefastspeechandracingmindofahighlycaffeinatedperson.Thiscopythatwillbereadinitsentiretyforourradioad,withsitarsanddrumsplayinginthebackground.Portionsofthismanifestowillbeusedincertainpromotionalmaterials,suchasthenapkinsthatwillbeplacedinpopularbarsandnightclubs.Themanifestoismeanttobeseenasaworkofpoetryorart,whichiswhyitneverdirectlyreferstoBawlsenergydrink.InthiswayitisinspiredbyTheodoreMacManus'JazzAgeadvertisement"ThePenaltyofLeadership".WesubtlyrefertoourproductthroughtheuseofourpopulartaglineGetLifted.
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Art Elements
Theprintadsunifyourcampaign.Theycontainverylittlecopy,usingonlytheheadlines"GetLifted","ExpressYourEnergy"and"ANewLevelofConsiousness".Thisisbecausetheyaremeanttobeseenmoreasworksofartthanadvertisements.Wechosethismoreartisticsoft-sellapproach fortworeasons:commercialadvertisingwillturnoffourtargetmarketandtheseadswillbeusedaspartoftheviral
campaignbybeingmadeintopostersandgivenforfreetoourtargetmarket.Manywillbeblacklightposters,whicharecurrentlyverypopular.TheyareheavilyinspiredbytheworkofPeterMax,alaudedartist,whowillsoonrisetogreatfamedesigningalbumcoversformusicgroupssuchastheBeatles.Eachofourprintadscontainsthesamecharacter.Heismeanttorepresentourtargetandtheirideals.Hisarmsare
openandwelcoming,implyingfreedomandfreelove.Finally,heappearstobestandingon,oralmostbeingbornfrom,thenewredesignedBawlsbottle.
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Media Plan
Tobestreachourtargetmarket,weplanonusingaverynon-commercialapproach to our advertising. Ourstrategyisrootedintheuseofviralmarketingtechniques,combinedwithaveryselectusageoftraditionalmass-mediaoutlets.
Traditional Mass Media (50%)
Magazines,Newspapers,andRadiowillbeusedinveryselectivewaystoreachourtargetmarketintheleastcommercialwaypossible.Televisionadvertisingwillnotbeusedbecauseitisnotaviablemediaforourprimarymarket.Itisfartoocommercialandwillturn-offourconsumersfromourproduct.
Magazines (30%)
Esquireaverycontroversialpoliticalandpop-culturalmagazineAndyWarholsInterviewamagazinefocusedonartandpopcultureFuckYou/AMagazineoftheArtsasmallmagazinewhichfeaturespoetryoftheBeatwritersRampartsamagazinefamousforitsmuckrakingRollingStoneThisyear'snewcomer,whichexaminesthemusicscene
WechosetoplaceadvertisementsinprimarilythesemagazinesbecausetheyarelittleknownwithinmainstreamAmerica.Likewise,themainlyfocusonpoliticsorthearts,bothmajorinterestswithinourdemographic.
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Radio (15%)
Between4pmand2amAlternativeandRockstationsSponsorshipincludesfamousDJsgivingBawlsshout-outs,inwhichtheystatethattheyareStayingupallnightplayingyourfavoritehitswiththehelpofBawlsenergydrink!TheseDJsinclude:BigJackYourLeader,WolfmanJack,LarryLujack,TheRealDonSteele,andBobFass
Newspaper (5%)
TheBerkleyBarbTheVillageVoiceTheRagTheSanFranciscoOracleTheHelixTheChicagoSeed
Wewillbesponsoringthesesmall,undergroundnewspapersbecausetheyarecommonlyreadbyourtargetmarketandhaverelativelylargecirculationsforundergroundpublications.
The Revolution Will Not Be Televised
We have chose to abstain from using thiscommercailmedium.Webelieveitwillturn-offourtuned-inconsumers,astheiridealsexistindirectoppositiontothecommercialmessagesbroadcastacrosstheairwaves.
Instead,themajorityofourcampaignwillutilizeviral,non-traditionaltechniquestomosteffectivelyandefficientlyreachatargetmarketresistanttocommercialmessages.
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Viral Promotions (50%)
Thebulkoftheadvertisingexpenditureswillbeonviralpromotions.Webelievethatthenon-traditionalformsofmediawillbemosteffectivewithourtarget.Theviralcampaignwillincludepromotionssuchasapostergiveaway,outdoormurals,theBawlsyPranksters,streetvendersandpromotionsatbarsandstreetfestivals.
Poster Giveaway
WewillhireBawlsrepresentativestogiveawaypostersintheHaight-AshburyareaduringStageOneandoncollegecampusesduringStageTwo.Theywillbeinstructedtopass
alongthepostersasiftheyweresimplyagift,apieceofart.TheBawlsrepresentativeswillappearcompletelyauthenticandnon-commercial.
Outdoor Murals
WewillpurchasespaceonprominentlocationsintheHaight-Ashburyareatopaintourmurals.Theywillfeaturetheartworkofourprintads.Furthermore,theywillappeartobetheworkofagraffitiartist,notacorporateadvertisement.
Bawlsy Pranksters
WewillhirestreetperformerstodrivearoundtheHaight-Ashburyareaandthecollegecampusesinabrightlycoloredbus.Theywillgainattention,entertainandaboveallspreadtheuseofBawlsenergydrink.TheywilloperateinthesamefashionasthepopularMerryPranksters.
Street Venders
InthesamewaythatBawlsrepresentativeswillcasuallypassoutposters,wewillhirepeopletocasuallypassoutactualsamplesoftheproduct.Theywillappearasafriendpassingalongacoolnewsubstance,ratherthanacorporaterepresentative.
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Bars and Street Festivals
BawlsenergyDrinkwillbepresentineverymajormusicfestivalandeverypopularbarornightclub.DuringStageTwo,Bawlswillalsosponsortheirownstreetfestivals.Atthemusicfestivals,Bawlswillbesoldbystreetvendors.Bawlswillbeavailableforpurchaseatthebars,likeanyotherdrink.WewillalsopurchasespecialmadeBawlsnapkins.Wewillgivethemtothebarstouseforfree,indoingsotheywillpromoteBawlstoeachoftheircustomers.
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Promotions
Strategy
Thepromotionsaspectofourcampaignwillencompassallourviralandnon-traditionaltechniques.Duetothetargetwearetryingtoreachanythingappearingtoocommercialwillbeavoidedtomaintainanauthenticreputation.Throughtheuseofprivatestreetvenders,atravelingbusandmanyothertactics,Bawlswillseamlesslyfitintothedailylivesofthecounter-culture.
Stage One Promotions
Poster Giveaway and Graffiti
Theprintadsthatwecreatedlookverylittlelikeactualadvertisements.Theyresemblealbumartorblacklightposters,twothingsalreadycollectedbyourtarget.Thisiswhyusingthepostersasagiveawaywillbeveryeffective.Thetargetwillbelikelytohang
thepostersintheirhomeand,bydoingso,
willadvertiseBawlstoalloftheirfriends.InadditiontogivingthepostersawaywewillhangthemaroundtheHaight-Ashburyareaandrecreatetheart-as-graffitilookonthesidesofbuildings.
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Bawlsy Pranksters
TheBawlsyPranksterswillbeagroupofindividualstravelingaroundHaight-Ashbury.TheywillbeverysimilartothepopularMerryPranksters.TheMerryPrankstersarestreetperformerswhotravelaroundtheneighborhoodtopromoteabsurdity,Marijuana,andLSD.Inthesameway,theBawlsyPranksterswillspreadtheuseofBawlsenergydrink.
Monterey Pop Festival
TheMontereyPopFestival,occurringinJuneof1967,isoftenconsideredthehighpointoftheSummerofLove.Duringthefestivalmanyup-and-comingactspreformedforcharity.Furthermore,manyoftheHaight-Ashburyresidentstraveledtothisfestival.ThiswillbethepointatwhichBawlsenergydrinkwillfullyestablishitselfasapermanentpartofthecounter-culturemovement.Wewillnotbecomeanofficialsponsorofthisfestival,forthatthismayseemtoocommercial,butwewillhaveprivatevendorsstationedaroundthearea.WewillalsohirepeopletoofferfreesamplestothePopFestivalattendants.
Bars
ManyofourviraleffortswillbecenteredaroundpsychedelicnightclubslikeHaightandAshburysI-Beam.Thisisanefficientwaytoreachalargepopulationsincetheseestablishmentsarevery
popularamongstourprimarytarget.Thesenightclubsprovehavensforalcoholicbeverages,psychedelicmusic,freelove,andillicitdrugs.
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Napkins
TotietheBawlsbrandinwiththisscene,wearegoingtodistributepromotionalnapkinstothesebarsthatwillthenbehandedouttopatronswiththedrinkstheyorder.Thenapkinsfeaturethe bright colorsthatare currentlypopular,as well asatypefacethathavebeenfeaturedonthealbumcoversofpsychedelicrockbands.Also,theyincludephraseswritteninthestyleofBeatpoets,butwithpsychedelic,drug-oriented references.The copywillalsoencourage customerstomixBawlsinwiththeiralcoholicbeverages.Furthermore,thesenapkinsmayalsoprovecollectibles.
Street Vendors
Bawlswillhireindependentvendorsthatarenotattachedtoanyparticularretailinstitution,butareinsteadmembersofthecommunity.ThiswillgivetheBawlsbrandanauraofauthenticitywithintheneighborhood.ThesevendorswillsellBawlsoutsideofnightclubs,anideallocationbecausethepatronsinlinewillwantameanstostayupallnighttoparty.Also,thiswillfurtherBawlsassociationwiththepsychedelicrockscene.
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Stage Two Promotions
Bawls Up All Nighter
TheBawlsUpAllNighterwillbeanall-nighteventheldontheselectedcollegecampuses.TheseeventswillbesimilartothemusicfestivalsheldthroughouttheSummerofLoveinHaight-Ashbury.Inadditiontoplayingmusicallnight,thesefestivalswillgiveawayBawlsEnergyDrinkandBawlsparaphernalia.TheBawlsyPrankstersandsimilarentertainingattractionswillalsobepresent.Furthermore,thesewillbebroadcastedonthecollegeradiostationsandnationally.TheywillbehostedbypopularDJslikeLarryLujackorBobFass.
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Appendix
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SelectedBibliography
Edelstein,AndrewJ.ThePopSixties:APersonalandIrreverentGuide.NewYork,NewYork:WorldAlmanacPublications,1985.
Gitlin,Todd.TheSixties:YearsofHope,DaysofRage.2nded.NewYork,NewYork:Bantam.
Heimann,Jim,ed.TheGoldenAgeofAdvertising:the60s.2nded.LosAngeles:Taschen,2005.
Javna,John.60s!.NewYork,NewYork:St.MartinsPress,1983
TheCaffeineDatabase.26Feb.2007
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