2.
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- The natural message is highly compelling to Unacculturated
Hispanic Moms who want to feel they have made a better choice for
themselves and their families without sacrificing taste
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- Despite not communicating to Hispanics in Spanish:
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- 7UP is the #1 LL among Hispanics
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- Hispanics are 22% of 7UP volume nationwide
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- Increase awareness of 7UP 100% Natural Flavors
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- Increase consumption of 7UP 100% Natural Flavors
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- Increase awareness via the Deliciosamente Naturales(Deliciously
Natural)media campaign and Receta Para tu xito (Recipe for your
Success)promotion
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- Increase consumption via Jewel-Osco in-store activity
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- Fully integrate 7UP 100% Natural Flavors message
7UP 100% Natural FlavorsAwareness Drive Unacculturated Hispanics
Source: 2006 Simmons, Total U.S. 3.
- Target: Unacculturated Hispanic 24-44 yr old Moms
- The use of delicious, natural ingredients is embedded in Mamas
lifestyle - it is inherent because of her Hispanic upbringing,
culture and traditions.
- The selection of fresh and full flavor ingredients is routine
and often made unconsciously because it simply is her way of doing
what is right for her family.
- She believes one of her most important roles is to provide her
family with a delicious home cooked meal.
- Hispanics reasons for immigration to the U.S. is driven by
economics-they desire to make the American Dream come true
aspirations for success with hard work and pass on ambition to
their future generations.
Hispanic Strategic Platform Hispanic consumers make tortillas
from scratch. Hispanic consumers make fresh salsa. 4.
- Receta Para t uxito Recipe for your Success
- Moms best recipe could win $70,000
- 7UP will inspire mom to enter her favorite 7UP lemon-lime
recipe for the chance to realize her vision of success for the
betterment of her family
- Telemundo national morning show (Cada Dia) Chef Carlos
Fernandez will encourage consumers to submit a 7UP 100% Natural
Flavors infused recipe, for the chance to win $70,000
- 7 finalists will be invited on Telemundo morning show, Cada
Dia, but only one mom will win $70,000! (One Chicago Finalist
Guaranteed)
- Open a business 1st home down payment College Education Fulfill
a personal dream
- Integrated consumer promotion includes a TV partnership,
celebrity endorsement, and consumer engagement with relevant
consumer prize
What is the BIG IDEA? National Program in five select markets
Check out the following link for video clips of Chef Carlos
Fernandez on Cada Dia
http://tv.telemundo.yahoo.com/sabrosazon/index.html 5. 7UP 100%
Natural -Receta Para tu xito (Recipe for your Success) Telemundo
live in-studio event to air nationally in early August 6.
- Jewel-Osco consumers will be invited to submit their 7UP 100%
Natural recipes at instore events, on-line and via mail and
communicated through point of sale during display activity.
- 7 Cooking demos will be held at selected stores hosted by Chef
Carlos Fernandez
- 7 Cooking events will be pre-promoted with
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- 4 Display cards will be provided for each store
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- 2-3ft by 5ft Window Banners will be provided for each
store
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- 7 radio remotes will support the in-store Demos with Chef
Carlos
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- Street teams Prior to the Demos will be on-site communicating
promotion
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- Samplings at 12 Pre-determined Jewel-Osco Locations
7UP 100% Natural -Receta Para tu xito (Recipe for your Success)
7.
- Mini-recipe booklet neck hanger will be placed on 2L packaging
with Chef Carloss favorite 7UP Natural Flavors recipes .A $.50 off
IRC (Regular and Diet) will be included within mini-recipe
booklet.
- Jewel-Osco Promotion specific in-store POS
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- 3ft by 5ft Window Banners
- Utilize Chef Carlos as anchor for Jewel-Osco in-store
events
- 7UP 100% Naturalbranded kitchen on wheels, sampling, premium
and coupon giveaways, etc.2 to 3 hour parking lot event Driving
traffic to Jewel-Osco retail location.
- Demos will educate consumers on the healthier preparation of
meals using natural ingredients and dishes enhanced with 7UP
lemon-lime flavors
7UP 100% Natural -Receta Para tu xito (Recipe for your Success)
8. 7UP 100% Natural - Demos -Parking Lot Rendering 9.