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Agency and Brand Strategy
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Environmental Analysis
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Competitor Analysis
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SWOT Analysis
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Objectives and Budget
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Research
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Brand Value Proposition
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Target Market
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Campaign Strategy
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Creative Overview
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Creative Executions
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Media Objectives
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Media Choices
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Media Choices
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Media Choices
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Brand Activation
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RADIOSCRIPT-ClientsName:PretzelCrisps
BeingAdvertised:PretzelCrisps
AgencyName:6Strings
Title:“PretzelCrispsParty”
Duratio...
CreativeBrief-PretzelCrisps
HistoricalBackground
PretzelCrispswereliterallymadeoutoflove.AfterSaraandWarrenWilsonmetsellin...
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Meet Our Team!
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Pretzel Crisps Advertising Campaign
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Pretzel Crisps Advertising Campaign

Advertising campaign project for Advertising course. Client: Pretzel Crisps Objectives: -Increase comprehension of Pretzel Crisps brand by 70% -Increase awareness by 45% -Increase sales by 8%
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Pretzel Crisps Advertising Campaign

  • 1. 2
  • 2. Agency and Brand Strategy 3
  • 3. 4 Environmental Analysis
  • 4. 5 Competitor Analysis
  • 5. 6 SWOT Analysis
  • 6. 7 Objectives and Budget
  • 7. 8 Research
  • 8. 9 Brand Value Proposition
  • 9. 10 Target Market
  • 10. 11 Campaign Strategy
  • 11. 12
  • 12. 13 Creative Overview
  • 13. 14 Creative Executions
  • 14. 15
  • 15. 16
  • 16. 17
  • 17. 18 Media Objectives
  • 18. 19 Media Choices
  • 19. 20 Media Choices
  • 20. 21 Media Choices
  • 21. 22
  • 22. 23 Brand Activation
  • 23. 24
  • 24. 25
  • 25. 26
  • 26. RADIOSCRIPT-ClientsName:PretzelCrisps BeingAdvertised:PretzelCrisps AgencyName:6Strings Title:“PretzelCrispsParty” Duration:30Seconds Writer:ChrisMurch IntendedRadioStations:Pandora,Spotify SceneOne:Int.Location#1-Night SOUND:Glassesclink,chatteramongpatrons,partyscene MAN:Youknow,itwasreallynicetoseeJonathanandPaigetonightit’s unfortunatetheyhadtoleaveearly. MAN:Iknow!YouknowwhatIcouldgoforrightaboutnow?Anicesnack. WOMAN:Icouldalsogoforthat.Let’snotforgethoweveraboutthedietwe startedonMonday. SceneTwo:Int.Location#2-Night SOUND:MANandWOMANwalktokitchen.Stepsheard,morechatter amongpatrons. WOMAN:HeylooktheyhavePretzelCrisps! MAN:Whatarepretzelcrisps? WOMAN:Ohmygoodnessyouhaven’theardofPretzelCrisps?Theyare thesethin-likepretzelswithalltheseamazingflavorslikebuffalo,jalapeno, Parmesanandmore.Lookslikethisoneisbuffalo. MAN:Ooh,givemethat,I’lltakeanytypeofflavorthatremindsofthepre- diet. SOUND:BiteCrunch MAN(cont’d):Wowtheseareactuallygreat! WOMAN:Iknowright!HerepairitwiththisMonterreyjackcheese,dressitup alittle. SOUND:BiteCrunch#2 MAN:Youknowthiswholedietthingisn’tsobadafterall. WOMAN:OhDennis MUSIC:Lightmusic.ThinkALLSTATEFlocommercials. WOMAN#2:(OverMusic)“Don’tbeboringwithyoursnackchoice.Dressup yourpretzelwithPretzelCrisps.” TheEnd   27
  • 27. CreativeBrief-PretzelCrisps HistoricalBackground PretzelCrispswereliterallymadeoutoflove.AfterSaraandWarrenWilsonmetsellingfunnel cakesatanamusementparkandgotmarried,theywentintobusinesstogethercreatingpopular snacksliketheNewYorkStylePitaandBagelChips.Itwasn’tuntiltheydecidedtorethinkthe averagepretzelwhenPretzelCrispswerecreated.Thesethin,versatilecrispswerecreatedtobe dipped,stacked,andpairedwithjustaboutanything.In2004,TheWilson’senduredabattlewith competitiontotrademarktheirnameandkeepbiggerbrandsfromcopyingtheirproduct.Today, thenumberofdifferentPretzelCrispflavorsmakesthemappealtoalltastebuds. Goals MarketingObjectives-Asanagency,wewanttocreatemoreawarenessofPretzelCrispsasan individualizedbrand.Wewanttheretobea70%comprehension,(understandmessage)and45% conviction(value) AdvertisingGoals:Theeffectivereachofthiscampaignis70%withaneffectivefrequencyof5 TimeFrame:ThiscampaignwillbeayearlongbeginninginJanuaryandendinginDecember. TargetMarket:ThetargetmarketforPretzelCrispsisbothmenandwomenfromtheagesof 25-44.Thisincludesabroadrangeofindividuals,fromyoungprofessionals,toparents,and foodies. AdvertisingProblem:Forstarters,PretzelCrispsdoesnotadvertiseatall,whichissomething weasanagencywanttochange.WewanttocreatemoreawarenessaboutthePretzelCrispbrand andhaveitstandoutamongstthepretzelmarketasaversatilesnackthatcanbepairedwithjust aboutanything!Ourtargetmarketinherentlygravitatestowardssnackfoodslikechipsand crackersinsteadofutilizingthemanyoptionsPretzelCrispscanoffer.Wewanttosolvethis problembypositioningPretzelCrispsasafun,uniqueproductwithanimmenseamountof varietythatworkswellwithotheringredients. EmotionalNeed:Werecognizethatamajorityofpeopleinourtargetmarkettendtobeavid snackers.However,mostofthesepeoplesnackwhentheyhavedowntime.Throughthis campaignwewanttoencouragethisaudiencetousePretzelCrispsforrecipesandinsocial gatherings.73%ofoursurveyrespondentssaidtheyalreadypairtheirpretzelswithother spreadablesanddipssowiththiscampaignwecancontinueencouragingthisaspectinnewand excitingways. Competitors:RoldGold,PepperidgeFarms,Stacey’s   28
  • 28. 29 Meet Our Team!
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  • 30. 31

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