NG Advertising

Bevanda Campaign
Nohely Garay Prad 244

NG Advertising 1 E. Jackson Chicago, IL 60604

T (312) 555-555 F (312) 777-777

Nohely@NGDesign.com

www.ngadvertising.com

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Situation Analysis
The Industry
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with the Quaker Oats Company, including Gatorade, in 2001. In 2010, PepsiCo acquired its two largest bottlers Pepsi Bottling Group and PepsiAmericas a transaction that signicantly strengthened the companys beverage business in North America and Europe. Pepsi products can be found in nearly 200 countries around the globe. They have many brands, but not one that is considered an adult luxury beverage.
Key Facts (From PepsiCo Corporate Facts Sheet): Global Headquarters: Purchase, N.Y. Annual Revenue: Approximately $60 billion o 51% beverages, 49% snacks and foods o 53% in the U.S. & Canada, 47% international Employees: Nearly 300,000 worldwide Chairman & CEO: Indra K. Nooyi

New Product: Bevanda The Pepsi-Cola Company has decided to launch a new product: an adult non-alcoholic beverage with an upscale touch. This product would be suitable for serving at ne dining restaurants, formal dinners and at any time and place where non-drinkers want to feel more comfortable among drinkers. It will be sophisticated in its presentation and positioning and sold at a premium (higher) price than other non-alcoholic beverages, such as avored teas, vitamin waters, energy drinks and other best-selling soft drinks.

Bevanda Campaign

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SWOT ANALYSIS
Strengths: Pepsi is a highly reputable brand. People will trust Pepsi They have a lot of distribution channels Weaknesses: Pepsi is not considered a luxury brand. Opportunities: It will be one of the rst luxury drink that Pepsi has launched. Threats: People may not want to spend money on a drink that is not alcoholic at this time.

Target Market
Our target audience will be determined more precisely through research. On a broad scale, our audience will be people from ages 18-40 who have a taste for ner things.

Objectives
Achieve 50% brand recognition with target audience as dened by the ability to 1) recognize our logo and 2) describe at least one of our products, and 3) associate quality products when prompted for brand characteristics.

Strategy/Tactics
The strategy we will use for our brand recognition is to make sure the product gets out into the public. We will use television ads, print ads, and every type of social media to get people to recognize our logo. (Facebook, Twitter, YouTube, Tumblr, Google+, etc) To get people to describe our product, we will make sure every one of our ads will have the bottle in it. We will also make sure to hand out bottles in certain venues. One strategy to associate quality with Bevanda is to make sure every ad features classy actors, scenes, and characteristics. One tactic we would use to make sure our bottle gets out to new people is to give samples of our product at various luxury bars and restaurants. We would not hand them out in the streets like Red Bull because this product is on a different level. They are attracting a different customer. We would have some planned classy events in which the bottle is being handed out.

Bevanda Campaign

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Television ads: I envision a black and white ad in which a male and female are walking through the streets of the city. They dont say a word, they are running around a city at night dressed in formal attire. The audience doesnt know where they are running to, but the focus is on their expressions of excitement and the bottle they are carrying. They stop by what looks like a gondola and the woman just says Il gusto della bella vita which means The taste of the beautiful life. (will have 15 and 30 second ads posted on YouTube as well)

Print ads: I would like the print ads to look like this:

Instead of the Linstant Taittinger, I would switch it to say Il gusto della bella vita. I would have the actual bottle about half the size next to the glass with the logo clearly shown. I would have the web address and maybe a social media site on the bottom right-hand corner. I would also have a version with an Italian man (different pose) to attract a male audience.

Bevanda Campaign

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Budget
The budget for this campaign is $65 million. The cost to create the 30 second commercial would be around $500,000. The rest of the budget will be used towards creative services, market research, products, and media costs. This includes running a few spots on television, print ads in popular high-end magazines.

Timeline
We would like this advertising campaign to last one year. For our rst three months we will run a few 15 second ads to gain momentum. We will then aggressively promote the social media sites for the entire year. Well start placing 30 second ads on television as well. After 3-4 months, Bevanda will be offered/given at various events that attract high end clients such as fashion shows, art galleries, cultural performances, etc. During the 4-7 months, 30 seconds ads will be on television. Social media sites should be used aggressively. We hope to increase sales from the rst three months by a at least 20% by six months. If we have reached the end of the year and made a prot, we would continue with new ads and social media. All of the different ads will be on YouTube and announced through Facebook and Twitter. If we gain enough prot, we would hope to see famous Italian faces in our ads.

Bevanda Campaign

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The Product
This is a luxury non-alcoholic drink and we would want to advertise it in this fashion. The bottle shape will be sleek and sophisticated. We see many products (non-beverage) going towards a smaller, thinner look. We will test this out in focus groups and surveys before the actual launch. This is what our bottle will look like:

It will contain the Bevanda logo which will be also have a sophisticated feel to it.

Bevanda

is what the logo will look like. It will not have the Mastermind

Japan logo, and it will not have the crystal skull. Although we like the idea of a fancy bottle topper, we feel that it will put off many male drinkers. We would keep it clean, and we would have the logo in black. It will be simple and classy.

Bevanda Campaign