The Japanese Candy Puccho

Advertising Copyrighting Midterm

Angelika Dremonas

Ethan Hartkemeyer

Jeff De Ropp Nick Stellas

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EXECUTIVE SUMMARY
The purpose of Puccho candy advertising will be to convince our target audience, children twelve years of age and younger, that Puccho candy is the newest popular and tastiest candy on the market. This will be accomplished by emphasizing the candys variety of tasty flavors and colorful packaging. The mood and tone of the advertising will be upbeat, cheerful, playful, and honest.

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Introducing Puccho for the second time, now in eight mouth-watering flavors. These incredible sweets from Japan are an absolute must-try! The taste is milky as well as fruity, and they're just the right amount of chewy. Embedded inside each piece are slightly chewier delicious fruit gummy bits, adding an extra dimension of taste and texture. So good to get your teeth into! Each sweet has its own individual wrapper with Puccho mascots printed on it. The outer packaging is super cute, with kawaii fruit & yoghurt characters all over. This candy really does taste as good (or better) it looks! The Japanese have some strange candies and these have to be right up there at the top. Puccho are pretty popular and with good reason, they deliver just about everything. They have variety in both the experience and the range of flavors, great packaging, theyre inexpensive and, of course, you can share them easily. Puccho is a chewy Japanese Candy or snack made and sold by Unique Human Adventure Mikakuto Co. Ltd. There are two types of Pucchos: stick type (Puru Puccho, Shuwa Puccho, and Suppa Puccho) and puccho gumi. Both come in many different flavors. There are ten flavors that are unique to certain regions in Japan, which is common among Japanese candy. UHA's Puccho Stick Cola a is a super chewy cola candy bursting with tangy, fizzy flavor crystals. It has a similar texture to taffy or bubblegum, but in never loses its flavor. You get the same great taste in every chew until it melts in your mouth! A wonderfully delicious treat for everyone. Each pack contains 10 individually wrapped pieces.

ABOUT PUCCHO

There are many flavours of puccho, including but not limited to: cola, grape, orange, lemon, yoghurt, blue cream soda, blueberry, cherry, peach, mango, melon soda, pineapple, and so forth. The gummi puccho squares are a unique consistency similar to a combination of gummy bears and taffy. They often contain gummy "balls" of flavor that are more chewy than the rest of the square. In addition to these balls, there are also "fizz" balls that mimic the carbonation of their soda derivatives. Ingredients include: Millet jelly, sugar, soy bean oil, high fructose corn syrup, citric acid, milk protein, xylitol, cellulose, gum arabic, sodium bicarbonate, flavor, calcium

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COPY PLATFORM (CREATIVE STRATEGY STATEMENT)

Copy platform: Framework for your ad Identity the One Thing Support One Thing with believable information Connect people with product Organize a clients thoughts Justify creative decisions How to build your advertisement: Branding: Get the facts What it is- a promise, al product Know target audience attributes both good and bad Features, benefits What does it do- conveys the products What the big idea- the One Thing? personality, reflects on everyone that How do you show it, how do you tell it? sells or buys the product To be successful, a brand must be: used consistently, frequently, and evoke meaning

Product (Service): Puccho Soft Japanese Candy

Amazing chewy fruit and yoghurt candy with gummy pieces Pack of ten individually wrapped sweets with real fruit juice Very rare in the UK and Europe, super kawaii packaging Weight 50g, made in Japan by UHA confectionery company

Introducing Puccho for the second time, now in eight mouth-watering flavours. These incredible sweets from Japan are an absolute must-try! The taste is milky as well as fruity, and they're just the right amount of chewy. Embedded inside each piece are slightly chewier delicious fruit gummy bits, adding an extra dimension of taste and texture. So good to get your teeth into! Each sweet has its own individual wrapper with Puccho mascots printed on. The outer packaging is super cute, with kawaii fruit & yoghurt characters all over. This candy really does taste as good (or better) as it looks! The Japanese have some strange candies and these have to be right up there at the top. Puccho are pretty popular and with good reason, they deliver just about everything. They have variety in both the experience and the range of flavors, great packaging, theyre inexpensive and of course you can share them easily. There are two types of Pucchos: stick type (Puru Puccho, Shuwa Puccho, and Suppa Puccho) and puccho gumi. Both types come in many different flavors. There are also ten flavors that are unique to certain regions in Japan, which is common among Japanese candy. There are many flavours of puccho, including but not limited to: Cola, grape, orange, lemon, yoghurt, blue cream soda, blueberry, cherry, peach, mango, melon soda, pineapple, and so forth. The gummi puccho squares are a unique consistency similar to a combination of gummy bears and taffy. They often contain gummy "balls" of flavor that are more chewy then the rest of the square.

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The Product (or Service)
Primary features/benefits in order of importance (remember So Whats)
FEATURE Product Attribute Pack of ten individually wrapped sweets with real fruit juice. The taste is milky as well as fruity, and they're just the right amount of chewy. Embedded inside each piece are slightly chewier delicious fruit gummy bits, adding an extra dimension of taste and texture There are many flavours of puccho, including but not limited to: Cola, grape, orange, lemon, yoghurt, blue cream soda, blueberry, cherry, peach, mango, melon soda, pineapple, and so forth Inexpensive BENEFIT What the attribute means to the consumer This allows for consumers to easily share the candy. It also allows them to save the rest for later while keeping them fresh. The real fruit juice adds to the great taste of these candies. It has a similar texture to taffy or bubblegum, but in never loses its flavor. You get the same great taste in every chew until it melts in your mouth. This long lasting attribute adds to the variety in experience. The variety of flavors tailor to meet anyones mood and taste buds. Since people are very specific with their likes and dislikes, Puccho can reach a wide range of different consumers rather than a static and narrow consumer base like those that offer only one type of product. The various flavors allows to reach a variety of different consumers. This reaches our target audience (children) because they can save the money or their allowances they get to spend on their craving of candy or when they have a sweet tooth.

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ADPR3400 FINAL CAMPAIGN CREATIVE BRIEF

What do we want to accomplish?
Objective To make the candy popular for not only children in Asia but also the United States. The advertising will aim to raise awareness of this popular candy and make it popular in the United States. The main goal is to launch this product in the United States

Who are we talking to?

Target audience American children in the age range of 5-12 years old. Since this demographic may not have their own money to buy candy, we want them to ask their parents. Therefore, we want to spark that attention from the kids while also making it relevant to their parents.

What do they think now?

Current position The children of the United States are not very aware of the Japanese candy since it is mostly popular in Asia. They are so used to the same products such as Snickers, M&Ms, Hersheys chocolate bars, and Skittles. Today, we see many of the same candies dominated by the popular candy companies. As Americans, we tend to never be satisfied with what we have. We are always thinking of ideas to make things faster, stronger, tastier, and better. Thus, we are always searching for new and better products. Since the candy market in the United States has been virtually run by the same candy companies with many of the traditional candies, we are always intrigued by new candy. Not only does the candy need to be new in order for it to get attention, it also has to taste good, be reasonably priced, as well as have attractive packaging and variety. What better way to introduce this than by incorporating Puccho Candy to add a twist to their average candy consuming? Puccho has all of these characteristics that generate buzz.

What do we want them to think?

Reinforce position or reposition We want them to view this candy as a Japanese phenomena that is becoming the new popular and it candy of the United States. Many products and ideas that originated overseas have made way into the United States cultivating what we know America to be a melting pot. The cultural aspects of Asia have become popular in PUCCHO MOUTH ON IT

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the United States and vice versa. The United States also has a large impact on the formation of Asian culture and today they are adopting many American trends. Since many of the trends are first adopted in places including Europe and Asia then taken on by Americans, we believe that this candy will become popular in that of American consumers. One example that can be looked at is the growing popularity of Asian cuisine throughout America. Through a long culinary past, the Japanese have developed sophisticated and refined cuisine. In recent years, Japanese food has become fashionable and popular in the United States, Europe, and many other areas. Dishes such as sushi, tempura, and teriyaki are some of the foods that are commonly known. The Japanese diet consists principally of rice; fresh, lean seafood; and pickled or boiled vegetables. The healthy Japanese diet is often believed to be related to the longevity of Japanese people. Since the end of WWII, America has had the biggest foreign influence on Japanese culture, just as China had before that, and for most of Japans history. In some ways Japan is being greatly influenced by outsiders, but probably not in the way those countries initially imagined. So we can probably agree that Japanese culture is changing, and certainly America and other countries have a big hand in shaping Japans future. For example, Korea and Japan share many of the same pop-culture icons. Being influenced from foreign cultures is a familiar pattern in Japanese history. The major difference now is merely access, which is accelerating the Japanification. Nowadays, for example, foreign visitors come to Japan all the time, and the youth culture can keep up with foreign trends via the Internet. Just like the Japanese cuisine has made way, its now time to introduce a different type of candy to the American market. There are a variety of flavors to tailor to any childs wants and the variety can satisfy a multitude of pallets.

Why should they think this?

Features/ benefits The proof is in the Puccho. Asia and America both influence one another in the adoption of ideas, beliefs and values, cultivating and evolving each culture. We see many of the products that are popular in the U.S. being adopted by many Asians. In addition to pop culture, cuisine, and fashion trends, the traditional American candy companies are becoming the go-to candies in a multitude of countries, including Asia. The increase of multinational marketing shows trends in cross-cultural patterns and developing trends. By introducing Puccho to the American Candy industry, this will not only add variety and bring a fresh new product to the same boring products we see in the candy market today but it will grant Asia the opportunity to give Americans a taste of something that many already learned to love about Asian cuisine. When it comes to candy, we see a dominant pattern in that Americans are traditionalists. The average age of the top 25 selling candies in the U.S., based on retail sales data from Information Resources Inc. (IRI), is 50 years. Favorite chocolate bars date back even further. Only twoTwix and Dovewere introduced after PUCCHO MOUTH ON IT

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World War II, with the original Hershey (HSY) bar going back to 1900. That's not to say there's no innovation in candy land. Gum companies have been busy creating new formulations and flavors. In fact, four of the top gums made their debut in the 2000s. The global confectionery market accounted for $150 billion in retail sales in 2008, according to international market researcher Euro monitor. And it's a market that has grown steadily over the past five years at a 5% compound annual rate. The U.S. is the world's largest candy consumer, spending more than $8.8 billion on various sweets last year, a 2% increase over 2007. On average, Americans consume about 25 lb. of candy per capita annually, according to the Census Bureau. The rest of the world likes its sweets, too. As industry experts will tell you, confectionery is broken up into three categories: chocolate, non-chocolate, and chewing gum. Chocolate is by far the largest, with a 55% of the total, while gum holds only a 14% stake but is the fastest-growing segment. o Therefore, America needs to change their attitudes on candy in that the traditional candy is the best candy and go out of their comfort zone. We see that the variety of gum products have been increasing in recent decades and Puccho provides both the aspects of a sweet and a chewing gum

What is our message?

The one thing and how you say it and show itthe tone Puccho, the famously popular Japanese candy includes a variety of flavors tailored for any childs specific taste. Whether youre in the mood for cola, grape, lemon, orange, yoghurt, blue cream soda, blueberry, cherry peach, mango, melon soda, or pineapple, this candy can satisfy your sweet tooth craving. Once you try one flavor, youll want to taste them all. Everyday, there are new flavors generated in order to reach a wide range of audiences. Its similar texture to taffy or bubblegum, but never loses its flavor. You get the same great taste in every chew until it melts in your mouth! A wonderfully delicious treat for everyone. Each pack contains 10 individually wrapped pieces.

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ADPR3400 FINAL CAMPAIGN CONSUMER PROFILE

Jimmy is a 12-year-old American 6th grader enrolled in a private elementary school in an affluent northwest suburb of Chicago. His father is an electrical engineer and his mother is a financial analyst. His family lives in a large home and lives off an upper middle-class income. Jimmy has one sister, who is seven. Being in elementary school Jimmys social life is limited to the confines of his immediate locale. He does enjoy going to the mall, watching movies and playing outdoor sports and activities with his friends. Jimmy also plays many video games. He is a leader in his friend group and prefers introducing new video games and other relevant products to his friends. Jimmy is dependent on his parents for grocery and other purchases. Jimmys tastes include cultural dishes from his Japanese family background, fast food and pizza. Like many children Jimmy enjoys candy, ice cream and other treats. His allowance allows him to make some food and snack choices on his own, however most food-buying decisions come from his mothers experience at the grocery store. Online and video gaming takes up a considerable amount of Jimmys time. He is also very active on social media interacting with his friends. Averaging three hours a day on Facebook or other social media he creates a sizable influence online amongst his friends and classmates. Media forms that Jimmy use include television and limited radio activity when in the car commuting to activities and school. However, the overwhelming bulk of Jimmys media interaction comes from Internet surfing and social media activity. This activity is catered to Jimmy through his iPod, iPad and shared home laptop and desktop.

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Who will be on your list? How will you obtain your list? The direct mailing list would include the decision-makers for purchasing and purchase officers from major retailers. Possible target companies would include WalMart, Target, large supermarkets, Walgreens, CVS, gas station lines and other similar companies. Our list would be gathered from online databases. These databases exist online and through paid services to provide the names and mailing addresses of CEOs, CMOs and our prime target, purchase officers. Developed specifically for direct mailing purposes these lists are comprehensive and easily usable, though sometimes expensive to access. What is your offer? We are offering a sample box of each our flavors for these decision makers to experience firsthand how good our product is and hopefully be able to get feedback from their own families and friends. We will also distribute coupon fliers for Buy one, get one free to extend our customer base, and further encourage American retailers to purchase our brand. There would be a limited amount sent to each of the retailers, and they would be responsible for either including them in their local fliers, or by distributing them out in the store. Please explain your creative thought process and why you feel this element of your campaign will be successful: How do you tell the story? How will you get their attention, generate their interest, flame their desire, and, most of all, get them to act and act now? We tell the story by explaining the history of the company. We have a rich history in Japan, and are expanding to the United States, so there is plenty of history to discuss. We will immediately grab the attention of the audience by the format in which we send our mailing. Coming in an air-mailed from Japan box, our samples will show the attention we are paying to each of the retail purchasers. Furthermore, we will have personalized content within (variable copy). This will give the desire to give us a chance show how badly we want to get their attention and interest, and really get them to pay attention to our product, and after tasting the product and seeing our persistence, the candy should speak for itself to gather purchase action. The coupons will also bring attention to our brand, showing that we are giving them a promotion sales pitch to start off with their customers before they even buy the product from us. This will really show how special we think they are as a potential buyer for the product. In terms of their customers, giving each retailers a limited supply of the coupons will show exclusivity and enhance peoples desire to get their hands on the coupon, and in turn, the product.

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Puccho Candy Company
775 Ranchero Parkway- Texastown- TX 76010 (800) 555-5555 April 12, 2013 Mr. John Simmons Walgreens 1600 W Wisconsin Ave- Milwaukee- WI 52322 (414) 344- 1833 Dear John Simmons, My name is Kevin Abraham; I am the V.P. of marketing for Puccho candy. Puccho is a chewy Japanese candy or snack made and sold by Unique Human Adventure Mikakuto Co. Ltd. There are ten flavors that are exclusive to certain regions in Japan, which is common among Japanese candy. UHAs Puccho squares are a unique texture similar to taffy or bubblegum, but it never loses its flavor. Puccho is trying to go international and we have a unique way of branching to the customers in the States. I am personally sending you a box with 36 Puccho candies. I would like you to share with your family; any relatives and any customers that would like to try them. We are working with Walgreens directly to get a direct sale to the store but in the meantime please enjoy this treat on us. I have also attached flyers you could put in your brochures or shopping carts to help us spread the word and offer a discount to your customers. If you have any questions or comments please feel free to contact me at my work phone or e-mail me. Call (800) 555-5555 or email me at Kevin.Abraham@Puccho Candy.com

Enjoy your candy.

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PRINT ADVERTISEMENT

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TELEVISION COMMERCIAL ADVERTISEMENT
Storyboard for Television Advertisement: Commercial Advertisement
Product: Puccho Candy Length: 30 seconds Title: Grocery Store Shopping with Mom

Video (Scenario includes a young child talking sharing their new candy that their mom let them buy. Since one of the most attractive attributes about Puccho is that it is easy to share, this will bring light to that aspect as well as raise awareness to the new product in the market.)

Audio (You can hear ringing up sounds at the cash register and grocery store aisle music playing in the background)

Frame Time: 5 seconds Kid and his mom are at the grocery store and he begs to get candy. Young boy to his mom.

Mom, can I please, please, please get one piece of candy?

Frame Time: 4 seconds She agrees for him to get the candy so he goes and searches. The boy looking through the huge candy aisle.

Frame Time: 4 seconds As he looks through the candy line he sees something he hasnt seen before with Japanese writing on it and bright colors. His eyes light up and he picks up the candy. Boy questions himself when spotting the new candy and reading its label. Frame Time: 7 seconds He runs to his mom and says can I please get this? She looks at the candy package- the color, writing, what it was and the price with a quick glance and says yes. The boy smiles with joy

Puccho. Hmm..

Mom, I found what I want! Can I get it? Mother thinking out loud: Puccho huh. Sure.

Frame Time: 10 seconds The boy is hanging out with all his friends during recess at school and pulls out a Puccho package of candy. All of his friends surround him and ask for a piece as they ask what it was. The boy says sure! Its my new favorite candy, Puccho!

All kids to boy: Whats that? Boy: Its this new candy called Puccho. You guys want to try a piece? Group of children: Sure! All eating a piece together, the group of kids: Wow, Puccho is my new favorite candy! Puccho is now available in all convenient stores throughout the United States. So dont wait and Puccho mouth on it today!

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Key frame (the most memorable scene of a commercial. It may be the punch line or payoff frame in the spot. Think of the single image that a newspaper or magazine might use to describe a TV commercial) The key frame of this commercial is when he gets to recess and shows all his new friends his new candy and how all the other kids want to try it. This shows that the word of mouth of the product quickly brought the popularity to it which is what we ultimately want to do with our advertising. The boy shares his candy, and the kids love it. They all make mental notes on the new candy they tried and will ask their mom to buy it for them next time theyre at the grocery store. Scenario (this is a brief description of the commercial concept. Typically it starts with an introduction such as We open on a The scenario can describe scenes in more detail and can also work in marketing and creative strategies) The scenario for this commercial is that the boy wants candy and when his mom gives him the okay, he goes and searches. It was Pucchos bright colored packaging and uniqueness to all the other candies that he had already tried. This brought about curiosity and he chose Puccho before any of the other candies. What is your creative strategy and the ONE THING you want to convey? The one thing we want to convey is that Puccho is a new product entering the market. We want o convey the attractive attributes that make the candy so unique and desirable for young children. The new, fresh product is something that is making its way in the candy market as a popular it candy. State your main creative theme for the commercial The main creative theme for the commercial is to show an experience that a child and their parent would have when purchasing this new product. The way they will become aware of the new candy is by their children and by word of mouth after trying the product. This is a typical situation where kids find themselves shopping with their parents after school and get to have a treat. The appeal to this is that people can relate to the setting because it will look like your local grocery store. The kid in the commercial will be in the age range 5-7 and the mom will be an average, white, suburban female. Describe the main elements: music, effects, actors: The music will be cheerful. When the boy finally spots the Puccho candy in the aisle at the store, the music will play and the candy will light up and start glowing and floating. The boy will snatch the candy and start running to his mom to show her. When at school and the boy gives the candy to all the kids, when they all put the candy in their mouths, their eyes will light up and the music will start playing. Walk through the video portion; describe what is happening Hit the key visual points, with emphasis on the key frame Once the visual path is established, go back and read the copy
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Summarize the action in a brief scenario: Gain attention of the viewer or listener To get the attention of the viewers and bring awareness of the new product, the commercial develops a storyline where the boy goes through a purchasing decision just like many of our target audience members. This is something that regularly happens to young children so they can relate to this story. Hold his or her interest The commercial shows a combination of quick clips through the process of the kids trying of the new candy. This holds the viewers interest because they want to see what will happen when he goes to school the next day. Create a desire The candy looks so desirable to all the new kids after they try it. Stimulate consumer to take action-- There will be a clincher at the end such as the kids tasting the new candy their friend showed them and them loving it. The kids then go and want to buy Puccho because they loved it so much. This makes viewers want to see what the kids loved about it so much and go out and buy the new candy. Where will this TV spot run and why? The TV spot will run on the channels listed below but during the hours in which children are most likely to be watching TV. The times would be from 10 AM until 8 PM because during this time children would be watching and also a lot of other demographics will be tuning in so this will help us raise awareness of the new product. What stations will help you meet your target demo? We want this commercial to be shown on television channels like Nickelodeon, Cartoon Network, ABC Family, all the main cable channels like NBC and ABC. Since the product is not only just aimed at children which is our target demographic, we want everyone to know about it since it is such a new product making its way into the U.S. In the commercial, you can see the parents have the primary purchasing power so it is not only important for the commercial to air on TV channels that are frequently watched by children but it is also important to have the commercial on all main cable channels to raise awareness of the new product. What Style of commercial are you going for? The style of commercial that we focused on was storyline, which is like a mini-movie with a beginning, middle and end.

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RADIO COMMERCIAL ADVERTISEMENT
Client: Tofu Cute Product: Puccho Candy 30 Second Script Example
About this Radio Script: This 30 second radio commercial script was written for the new candy product Puccho making its way into the United States market. It uses excitement and a familiar situation to promote the new candys attractive attributes, which include taste, packaging, sharing qualities and uniqueness.

30 Second Script Example: Grocery Shopping with Mom

Setting: Young boy grocery shopping with his mom at their local grocery store.
Mom: All right, anything else Im forgetting Tommy? (Ringing up on cash registers and grocery store music playing in the background) Tommy: (In a shy but humorous voice) One more thing! Mom: (Questionable that she might have forgotten something) What? Ive got milk, juice, eggs, bread. What else could I be forgetting Tommy: (In a sly voice) Candy for me.. Mom: Okay fine but go hurry we need to go Tommy: (Excited) Yes! Mom: Whatd you get? Tommy: This candy Ive never seen before. Mom: Puccho? Tommy: Mom can I please get it? Please? Mom: Okay put it in the cart. Tommy: I cant wait to tell my friends about this. Im sure theyve never heard of it! ANNCR: Making its way all the way from Japan, the popular and tasty candy Puccho is now available at grocery stores and drug stores across the United States. Puccho comes in eight mouth-watering flavors from cola to cherry to satisfy everyones needs. These incredible sweets are an absolute must-try! The taste is milky as well as fruity, and they're just the right amount of chewy. Embedded inside each piece are slightly chewier delicious fruit gummy bits, adding an extra dimension of taste and texture. So stop into one of your local convenient stores today and Puccho mouth on it!
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60 Second Script Example
About this Radio Script: This 60 second radio commercial is advertising the new product made by Tofu Cute which is very popular in Japan. The product introduced into the market is a soft, chewy candy known as Puccho. This advertisement brings attention to the new product that is being introduced. Tommy, a young boy brings his candy to recess and drops it out of his pocket when hes playing with the other kids. Britney, one of his classmates and friends finds it and tells Tommy he dropped something. This causes everyone to come up to Tommy and find out what this new candy is. After they try it, they all want to get some Puccho of their own.

60 Second Script Example: Recess Time

Setting: Young boy at school with his friends at recess.

The bell rings and class ends, you can hear the kids in the background shuffling through their stuff and closing their books. Teacher: Okay kids class is over time for recess. Kids: Yes! (All together) Everyone is outside now: (you can hear running, screaming, and kids playing in the background) Group of Tommys friends and him are playing outside and running around. Brittney: Hey, Tommy you dropped something. What is this? Tommy: Oh, thanks thats candy. Brittney: Ive never heard of Puccho what does it taste like? Tommy: Youve never had it?! You will love it! Group of other kids playing tag come up to Britney and Tommy. Group: Hey what is that? Tommy and Brittney: Puccho candy, here you guys want some we will share. Group: Wow! This is good. John: What flavor is this, cherry? Tommy: Yep, do you like it? John: YES! Where did you get this Tommy? Tommy: My mom and I were grocery shopping yesterday and I found it in the candy aisle, it must be a new candy. It sure is good right guys? They have more flavors than just cherry. Theres orange, grape, blueberry, cola, mango, pineapple and many more. I cant wait to try them all! Group: Yeah! Im going with my mom next time we go grocery shopping. (Bell rings and the kids all run back into school) ANCCR: You can find Puccho Candy at your local drug store and grocery stores. Try this delectable new treat making its mark on the candy market. Puccho comes in a variety of flavors easy to share with your friends. So good, you might be keeping your Puccho to yourself. Puccho mouth on it! PUCCHO MOUTH ON IT

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WEB-BASED PROMOTIONAL IDEA
Web Promotion Rough Concept
Because our target audience is children, we are looking at ideas of promotion education and the reward of candy in the classroom setting. Teachers would give a large jar of Puccho candy that they could hand out to the kids. But in return we want to see projects about our candy. What creative ideas can you (the teacher) come up with that would make us give you a jar of our candy. We would start a website and allow teachers and their students to upload videos or the projects they have done. Each week a jar of candy would be sent to the school that won the creative idea challenge.

WEBSITE, MICROSITE AND/OR APP

We are going to make an official Puccho website because it is a foreign candy and after our TV and radio spots there are sure to be people who want to know more about the candy and look it up on the internet. This website would help clarify its origins and what exactly a Puccho is and other topics such as new flavors. Along with these the tagline Puccho mouth on it will be featured throughout the website.

How will you get them to come to your site or download your app? We will use online advertisements with instructions to go to the official website while also adding instructions to check out the website at the end of our TV and Radio spots. How will you get them to stay there? On our websites we will have links to other pages such as What is Puccho? or History of Puccho to try and stir up the curiosity of the consumer since there is little known about the Puccho candy, and because there hasn't been a significant ad campaign for the candy in the U.S. Because of its lack of publicity in the past, we felt that it was important to try and get more info about the candy out there to the consumer. How will you get them to come back? The website we are making is mainly for people who do not know about the product and want to know more about it, so we are hoping that more people will find about the website through word-of-mouth. To try and help get consistent traffic through our website we will have a raffle number on each packet, and if you enter the number onto the website you will be entered in for a chance to win $1000 dollars.

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SOCIAL MEDIA COMPONENTS
Which social media platforms will you focus on for your brand? Why? We are thinking about using Facebook and Twitter because our consumer demographic is very diverse, and we felt that the three social media sites mentioned would give us the best opportunity to appeal to our broad demographic because the demographic for the users of the sites is very diverse as well. Describe in detail at least one promotion (offer/giveaway/contest) that you will execute via social media. As mentioned earlier we will have a promotion where the consumer can enter the raffle number that will be on each packet onto the homepage and enter in on a chance to win $1000 dollars. We will have our campaign mentioned on our ads via Twitter and Facebook. How will you incorporate word-of-mouth marketing and viral marketing to boost your brand? We could make Twitter trend such as #PucchoMouthOn1000dollars, and hopefully with our info-based site consumers will share info via word-of-mouth.

PUCCHO MOUTH ON IT

ADPR3400 FINAL CAMPAIGN

PUCCHO MOUTH ON IT