Presentation By: Danielle Davis, PJ Witt and Pat Fox
CIAO BELLA GELATO
ADVERTISING PROBLEM
The brand Ciao Bella is slightly more upscale then the local Starbucks, meaning it should be placed in a mall or shopping center with more upscale stores. .
One of Ciao Bella’s problems is that they do not have any pre-existing stores in Florida, Georgia, Alabama or Texas.
Although they are not a new product, they may have to create more brand awareness for the success of Ciao Bella.
TARGET AUDIENCE
Women ages 20-early 40’s
Health conscious
Innovators and thinkers
Young, upper-middle class families
KEY SELLING POINT
Ciao Bella Gelato is a pleasure that’s not so guilty. Their gelato is a delicious, lighter and healthier treat.
MEDIA PLAN
Magazines Health Self Women’s Health Shape Men’s Journal O, The Oprah Magazine Family Fun Reader’s Digest Good Housekeeping Southern Living
Radio Stations Country
Pop
Disney
Classic Rock
TV Stations Local Stations for each city
NEW CIAO BELLA LOCATIONS
Atlanta, FL- Peachtree Road
Birmingham, AL- The Summit Shopping Center
Dallas, TX- North Park Mall
Ft. Lauderdale, FL- Riverwalk
Houston, TX- Galleria Mall
Jacksonville, FL- St. Johns Town Center
Miami, FL- Bayside
Naples, FL- Waterside shops
Palm Beach, FL- 150 Worth
RADIO AD
TV AD“GELATO, MR. RIGHT”
STORYBOARD
Girl 2 Girl 1
Girl 1 : (Sniffling) “He said it just Girl 2: I think it’s timewasn’t going to work out… you meet someone new.
STORYBOARD
Girl 2: This guy is smooth, rich, Girl 1: You mean bodyfat? and sweet. Oh, did I mention he’s Italian! And, he’s only got Girl 2: Nuh uh…12% butterfat.
STORYBOARD
SFX: Song begins: Girl 1: (Laughing)(Happy Together by The Turtles)
STORYBOARD
Girl 1: (Smiles)
Girl 1: (Smiles)
STORYBOARD
SFX: Sound of horse galloping
Girl 1: (Facing gelato)
Maybe you are Mr. Right.
STORYBOARD
ANNCR: Ciao Bella Gelato, Taste what you’ve been missing!
THERE’S AN APP FOR THAT..
Ciao Bella
NON TRADITIONAL
New iPhone app for Ciao Bella Gelato
Also compatible with the new iPad
NON TRADITIONAL
Create your own combination
Choose the location closest to you
Send your order in Pick it up at your
convenience
CREATE YOUR OWN GELATO
An extra incentive to download the app
Create the next flavor for Ciao Bella
Enter in the “New location, New flavor” sweepstakes to create your own gelato flavor by June 15, 2010.
Go to www.ciaobellagelato.com for official rules and how to enter.
Ciao Bella Gelato, “Taste what you’ve been missing!”
What’s your flavor?
PRINT AD AND DIRECT MAIL
CIAO BELLA GELATO
Taste what you’ve been missing!