By: Scott Butler, Sierra Dungan, Josh Jacobs, Mauricio Mora, Mike MoranCreativeStrategy statementBig Idea / New taglineProduct: Apple JacksAdvertising will: encourage kids to be adventurous by using the energy they get from the apple favor in Apple Jacks.Support will be: Shown through kids going on adventures with Apple Jack, having fun learning about the new places they go. Tone or brand character statement will be: Adventurous, fun, and educationalTag or theme line: Pour a bowl of adventure!Big Idea: Apple Jacks help foster a sense of adventure, learning, and imagination.Slogan: Pour a bowl of adventure!12TV AdvertisementClient:Apple Jacks30 Second TV SpotName of Spot:Pour a bowl of adventure!Slice of Life VIDEO AUDIO ESTABLISHING WIDE SHOT SHOWS A BOY CLIMBING A MOUNTAIN, FROM BELOW.CUT TO A CLOSE UP OF THE BOYS FACE.CUT TO A WIDE SHOT OF THE BOY CLIMBING ON A BACKYARD PLAYGROUND.CUT TO MEDIUM SHOT OF THE BOYS PARENTS, WATCHING THROUGH THE KITCHEN WINDOWWIDE SHOT OF THE BOY RUNNING INSIDECLOSE UP ON THE BOY, EATING APPLE JACKSSUPER: POUR A BOWL OF ADVENTURE!SFX: MUSIC 300 VIOLIN ORCHESTRA BY JORGE QUINTERO, UPBOY: (grunts)SFX: 300 VIOLIN ORCHESTRA BY JORGE QUINTERO FADES OUTBOY: Im almost there!FEMALE: (calling out to the boy) Ethan, come eat your breakfast so you can make it the rest of the way up Mt. Everest!BOY: (smiles)BOY: (yelling excitedly) Can I have Apple Jacks?!3Radio AdvertisementApple Jacks CerealWeekend Adventure30 SecondsSituation SFX:BELL RINGS TO SIGNAL THE START OF CLASS. CLASSROOM NOISES TEACHER:(30 YEAR OLD FEMALE VOICE) Timmy, what did you do this weekend? SFX:NOISES FADE OFF INTO THE DISTANCE, REPLACED BY MUSIC 300 VIOLIN ORCHESTRA BY JORGE QUINTERO TIMMY:(IN A PIRATE VOICE) Argh!! The gold is mine! (HYSTERICAL LAUGHTER) SFX:CANNONS FIRING IN THE DISTANCE TIMMY:(IN A PIRATE VOICE, PANICKING) Oh no! They found us! SFX:BATTLE SOUNDS, YELLING, CANNONS FIRING, SWORDS CLASHING TIMMY:(YELLING, TRIUMPHANT) We got them on the run boys! Charge! SFX:SOUNDS AND MUSIC FADES OUT, CLASSROOM NOISE FADES BACK IN TEACHER:(QUESTIONING, CONCERNED) Timmy? SUPER: (MALE VOICE) Apple Jacks! Pour a bowl full of adventure! 4Print AdvertisementPour a Bowl of Adventure!Half page print ad to be put in magazines such as FamilyFun, Parenthood, and National Geographic Kids.Type: One-Liner/Story5Marcom MatrixApple Jacks help foster a sense of adventure, learning, and imagination.AdvertisingAds will show a combination of kids imagining themselves adventuring with Apple Jack, and their moms watching them play outside in real life. Public RelationsPartner with Make-A-Wish Foundation, because every kid deserves an adventure. Sales PromotionPeople send in videos showcasing their adventurous side. Winners will be selected and given a 3-day trip to Hawaii, where they can continue their adventures. Event MarketingFairs in big cities across the US called Apple Jacks Adventure Camp. The main attraction will be a scavenger hunt around the fair. At each station of the hunt, kids will learn something new. New MediaOnline interactive comic book featuring Apple Jack, that is in a Choose Your Own Adventure format. Direct MarketingSend a mini box of Apple Jacks in the mail to consumers. Could include a coupon.6AdvertisingPublic RelationsAdvertisingwillbefunandadventurouswithaslightemotionalappealto mothers.AdswillfeatureAppleJack,anoutgoingandadventurousexplorer cartoon character. He will go on imaginary adventures with children. Children willimaginetheyareclimbingamountainorwhitewaterraftingwithApple Jack. When, in real life they will be swimming or climbing on the playground. Mothers will enjoy watching their kids play and give them Apple Jacks so they will continue to have the energy they need to adventure. All ads will have these elements to appeal to both children and mothers.We wish for Apple Jacks to put itself in the forefront of the thoughts of its target audience as much as possible. One of the most important aspects of thinking about the brand is what they think of the brand. For this reason, a part of our campaign will focus on public relations. Our goal is to infuence the thoughts of mothers who buy Apple Jacks for their children. We want them to see our brand not only as supporting adventure and learning, but also the dreams of children who are in unfortunate circumstances. As part of our campaign, we want Apple Jacks to partner up with the Make-A-Wish Foundation or other very similar organization. We have already positioned our remade brand around the idea that Apple Jacks stands for adventure and learning. We would create a PR project that would focus around the idea that every kid deserves an adventure. We would team up with the foundation to helpkidsfulflldreamstheyhave,whatevertheymaybe.Thekidswouldget Apple Jacks T-shirts and so on. We would document the whole thing on video and post in on YouTube.7Sales PromotionEvent MarketingApple Jacks sales promotion will be centered on the tag line Pour a bowl of adventure. Boxes will feature a contest that allows kids to post their adventure videostowww.applejackadventure.comforachancetowinatripfor4to Hawaii for 5 days (no purchase necessary). The video with the most views and likes will be the winner and their photo will be featured on the box with Apple Jack for a limited time only. This promotion will provide incentives for kids to be adventurousandtoeatAppleJacks.Also,byfeaturingthekidontheboxit will show that Apple Jacks, as a brand, care about its customers and wants to promote adventure not just the cereal.Webelievelarge,well-documentedandpromotedeventswillbekeytothe success of Apple Jacks as a brand. Children should be the focus of such events, just as with our PR plans. As part of our advertising efforts, we have decided to implement an event called Apple Jacks Adventure Camp. This event would takeplaceinselectmajorcitiesacrossthecountry.Kidswouldbeinvitedto participate for 1-2 days. There would be rides and games, with a giant world-wide adventure themed scavenger hunt. At each station of the hunt, kids would learnsomethingnew.Everythingabouttheeventwouldbefocusedaround our big idea of adventure and learning. The event would be flmed and made into YouTube videos and the like.8New MediaDirect MarketingIn areas with a high percentage of children under the age of ten, Apple Jacks will send a miniature sample size of the cereal featuring the new look and the newspokes-characterAppleJack.TheboxwillsayNewLook,SameGreat Taste,toletpeopleknowthatthecerealhasntchanged.Theboxwillalso have a 20% off coupon to get mothers to buy Apple Jacks, have their kids see the new exciting box, and the adventures with Apple Jack.AspartofournewmediaaspectoftheAppleJackscampaign,wewantto focusonnon-traditionalmediavehiclesandplatforms.Wehavetwomain components to this area of the campaign: interactive games and an interactive onlinecomicbook.Theinteractivegameswouldbemadeavailableonthe Apple Jacks website, as they are currently, but also through an app for mobile devices. The game would be free and would promote the Apple Jacks brand. Theinteractivecomicbookwouldbefoundonthewebsiteorontheapp. Thecomicbookwouldfollowtheadventuresofourmascot,theadventurer Apple Jack. Children would have the opportunity to choose events that would happenatcertainpointsalongthestoryline,similartoaChoseYourOwn Adventure book. This would mean there are opportunities for dozens of different storylines, all revolving around the adventures of Apple Jack. This would involve opportunitiestolearninterestingfactsabouttheworldinvolvinggeography, science,history,andothersubjects.Thiswouldappealtobothchildrenand parents.