1) The challenge:
Get
music lovers and concertgoers to choose Sweet Leaf Tea as their “go-to” summer
drink because it’s refreshing and fun. Sweet Leaf Tea will be advertised to
this group through their sponsorship with Lollapalooza. They have done some
social media work with their sponsorship in the past but I would be hoping to
extend it and make it branch out to more social media platforms. Also there
will be a contest that will be supported and executed through social media that
will be titled “The Sweet Life,” which will allow fans to win VIP ticket
packaged to Lollapalooza 2012.
2) Who is the target audience?
The
primary target audience includes mostly middle class young adults (ages 21 –
32), music enthusiasts/bloggers, concertgoers, partygoers, smart phone users,
and more health conscious consumers.
3) What does the audience currently
think about the brand or group?
Sweet
Leaf Tea is thought of as a fun, young brand that promotes a good quality
product. Sweet Leaf Tea was acquired by Nestle in 2011, but the company is
still seen as a “small business” type and underdog within the beverage
category.
4) What would we like the target to
think and feel?
Sweet
Leaf Tea offers a refreshing alternative to soda and other, more sugar-filled,
juices. Want them to feel like their life has been made sweeter after drinking
a glass/can of Sweet Leaf Tea.
5) Which facts, evidence, or
thoughts will assist in this change of thinking?
The campaign
will show that the company is invested in its consumers and has a strong belief
in living life to the fullest and sweetest of its potential.
6) What is the brand essence?
Refreshing,
“homemade,” quality, fun, friends, passion
7) What is the key emotion that will
build a relationship with the core audience?
Passion
is at the very core of the Sweet Leaf Company, and they hope to inspire their
consumers to live positively and sweet.
8) What media will best facilitate
our goal?
Facebook
will mostly be used, and then it will also branch out into Instagram and
Pintrest.
9) What are the most critical
elements?
The
Sweet Life contest will be most important because it drives the overall theme for
the entire campaign.
10) What is the single most important
takeaway?
The Sweet
Leaf brand promotes a positive lifestyle that is filled with friends, fun
events, music, and passion for living life to its fullest.
11) What do we want the audience to
do?
Join the Sweet Leaf community in
order to become inspired, go to fun events, and live sweetly.
I believe that it is a very smart idea to connect this iced tea to concert goers. It's something creative that you do not see everywhere. Make sure to find ways to advertise it and make it appealing to the audience. As I understood, it is already a very somewhat hip and cool brand that attracts young people, so I'm sure you will not have any problems. I'm just not sure how you will connect your campaign to pinterest or instagram, so please update us.
ReplyDeleteDo you know what the contest will be yet? Will it be something like posting a pic of you drinking it through Instagram? I'm very curios to see where you go with this!
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DeleteI really like the fact taht you are combining the event with this campaign, since that is a huge way to promote thorugh social media, when you have a big event. So deadlines are key.
ReplyDeleteI think that you have a lot of options on where to go here, because the drink itself can be such a presence before, after, and during the show. I would suggest making a huge presence during the event (kind of like the RedBull Girls) where you will see almost all of the guests drinking this drink, because it literally is THE DRINK to be had. It's a great way to sample, preview, and promote the drink/brand itself.
As far as social media outlet goes, make something interactive where followers can use what they see thorughout social media AT the show, like a contest, or input, or ideas, or naratives, idk.. something that they can be actively engaged in during preparation with the concert.
I think this is a great idea. There are many drinks like Vitamin water that already try to market their drinks to a younger audience so you need to make your campaign stand out. Can't wait to see what you come up with.
ReplyDeleteWhat is the The Sweet Life (great name) contest going to involve? Also as Dana mentioned, I think you should make a big appearance at Lolla and try to sponsor other events like Red Bull does to get the, as you said, "small business" out there.
ReplyDeleteI like this but the question I have is why is it targeted to 21+... if it is alcoholic this would be awesome and yes then the target would make sense but if it suppose to be an alternative to soda and other, more sugar-filled, juices.. high school students would be one of your best audiences so I would consider that if it is not alcoholic.
ReplyDeleteI really like this idea and think the contest would be a good way to separate this from things done in the past. I think it could allow for some great creativity. What exactly would the contest be?
ReplyDeletesolid idea and concept. interested to see what you come up for the final product.
ReplyDeleteI think this is a great idea. I'm curious as to what the contest would be, because I think it's a great idea and since it seems to be the driving force behind the campaign.
ReplyDeleteI really like this idea, and the target seems perfect. I love the name too.. very creative! The contest would be perfect to draw people in and make it more exciting!
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