Teams choose a client/brand [good, service, or idea] from MRI.com that is real, known, national, and without a current, well-identified advertising campaign and/or market position.

1. Vitamin Water
Anna Golden‐Dukes, Kelly Singleton, Mollyrose Mendell,
Nicole Hakimi, Carolyn Cox

2. Vitaminwater
Agenda
Agency Situa2on Analysis Goals Target Market Brand Value
Campaign Strategy Research Crea2ve Strategy Media
Brand Ac2va2on Budget Summary Recommenda2on
Evalua2on Summary Research

3. ADdapt Agency
Mission Statement: to adapt to our clients needs by giving them the premium
service they desire.
Acclimated
Dynamic
Diverse
Advanced
ProducFve
Talented

4. Vitaminwater Marke2ng Goals
Increase sales in
flavored water
category from 8‐9%

5. Vitaminwater Adver2sing Goals
igns
arene ss of campa
 Increase aw r old wome
n
21 yea rink
amongst 18‐ alth, refreshing d
 Per cepFon: He understand
ing
and
 80% awareness

6. Vitaminwater Time Frame:
g in
Budget: Beginnin 2011
Jan uary in
nding
and e mber
$14,000,000 Dece
2011

7. Vitaminwater Target Market
Men and Women 18‐34
Party, read and play sports
AthleFc
Receive ads from magazines and watching TV
Favor flavor and a refreshing drink
Watch a variety of TV channels (drama and reality)
Fun loving people who enjoy excitement
Music and fashion lovers
Care about their health and staying fit.
Most live in the northeast of the United States
Busy lifestyle

8. Vitaminwater Brand Value
Proposi2on Functional:
• Refreshing
• energizing
• Includes vitamins
• energy- boosting
• keep working
• keep partying

9. Vitaminwater Brand Value
Proposi2on Emotional:
• Act of choosing
• Spontaneity
• Creativity

10. Vitaminwater Brand Value
Proposi2on Self-Expressive:
• Flavors
• Colors
• Benefits
• Personalities
• Express yourself

11. Vitaminwater
Campaign Strategy
Life at 18‐34:
• School
• Work
• Life isn’t always fun
Wants:
• Excitement
(sports or par2es)

12. Vitaminwater Campaign Strategy
Their Passion for life
+
Eagerness to express that passion
=
our “Color your World” campaign

13. Vitaminwater Research: ObjecFves
Compare
Vitaminwater to
Understand consumers compeFtors
lifestyles and
percepFons
Discover best media
to adverFse the
product in

14. Vitaminwater Research: Secondary
• Vitaminwater enlisted athletes and celebriFes
to promote their products in their ads
• Vitaminwater made its Facebook page its new
homepage in 2010
• Consumers can text “vitaminwater” in order
to receive a coupon via their mobile devices
that would increase brand awareness
• Researched Vitaminwater facebook, and
current commercial/ print ads

15. Vitaminwater Research: Primary
• 53.6% of our consumers perceive
Vitmainwater as a drink for Athletes.
• 84% preferred a more refreshing
drink
• 77.7% of the survey takers saw
Vitaminwater ads in Magazines
• 60% said they drank Vitaminwater
occasionally.

16. Vitaminwater Crea2ve Strategy
Internet Advertisements
Billboard
Full page
advertisement
Half-page Advertisement

17. Vitaminwater Media
Objec2ves
Target:
• Women and men
• 18‐34
Geographic Scope:
• Television, print, and internet ads will
run naFonally
• Billboard ads will be more regional
focused on the northeast coast
Reach & Frequency:
• At the end of the year, 80% of our target
audience will perceive Vitaminwater as a
beder alternaFve to regular water.
• EffecFve frequency 6%

18. Vitaminwater Media Strategies
Our campaign will run through a pulsing strategy throughout the
whole year. Our campaign will be most effecFve during the summer
when sales for liquid products are at its highest. During fashion
week in February, March, and September, Vitaminwater ads will
also be placed due to Vitaminwater sponsorship in the fashion
magazines and the products feature on project runway.

19. Vitaminwater Brand Ac2va2on
What Color Are YOU? Create YOUR Flavor
CompeFFon
Vitaminwater Color
Your College Concert
Series
Color Your Wardrobe Turn On the Vitaminwater

20. Vitaminwater

21. Vitaminwater MarkeFng
RecommendaFons
1. More Vending Machines in colleges and gyms
2. Vitaminwater placed in clubs, bars, etc to be
mixed with drinks
3. Vitaminshots

22. Sales Awareness
January 0.5 3%
February 0.6 5%
March 0.8 9%
April 0.7 7%
May 0.9 11%
June 1.1 11%
July 1.3 14%
August 1.2 9%
September 0.8 7%
October 0.5 10%
Novemeber 0.2 6%
December 0.3 8%
Total 8-9% 80%

23. Vitaminwater
Summary

24. Thank You!
Ques2ons?