by alisa, mica, nathalie, olivia

RESEARCH 3 focus groups | 7 individual interviews childhood | holidays shareable don’t seek out candy everyday indulgence

confidence is cool KEY INSIGHT

POSITIONING

For millennials ages 16-24 who are trendsetters fueled by their confidence, SweeTARTS gives you that energy boost to get through the day. Unlike the competition, SweeTARTS sets you apart from the crowd, recharging you and showing that confidence is cool.

STATEMENT

THE BRIEF OBJECTIVE introduce the new SweeTARTS product family TARGET 16-24 year old urban millennials INSIGHT confidence is cool PRODUCT BENEFITS!

functional – energy emotional – confidence

TAKEAWAY !

SweeTARTS will recharge your cool, transforming you into the most confident trendsetter on the block.

recharge your cool

oddvertising

ODDVERTISING EXAMPLES

denny’s trolli

ACTIVATIONS

pop-up experience social media campaign

online (viral) video

ACTIVATION 1

pop-up experience

#RECHARGEYOURCOOL

WHERE! santa monica, venice, fairfax, nokia center

WHAT! art show – each room dedicated to one SweeTARTS product music – by riff raff & the neon trees photobooth – shares to social media with the hashtag

ACTIVATION 2

social media campaign

#sweetART

ACTIVATION 3

online (viral) video

KEY PERFORMANCE return on investment

social interactions

goal completion rate

incremental sales

INDICATORS

ANALYTICS!

GOOGLE! analytics insights trends ad planner

     

QUANTCAST!

CRAZYEGG!

TWITALYZER!