JUST Water (Ad Campaign) Justin Rollins, Period 4, 10/17/16, Advertisement project/assignment

Product being Advertised Just™ Water A bottled water that is paper-based and is better for the environment than traditional plastic bottles.

Purpose / Objective of this Advertisement To expand the audience and increase the amount of customers for the Just™ Water company. Improve the image of the company, as well as show the benefits of the product. Show how their products are better than the competitors.

Background / Product Details 100 percent natural spring water in a paper container with plant-based plastics. Price: 1.15$ per bottle 16.9 fl. ounces per bottle Easier to produce than average water bottles, and better for the environment as a whole.

Competitors Dasani, Smartwater, Fiji Water, Evian, and Zephyrhills These companies all have the same issue of being plastic-based, which has negative effects on the environment, as well as being harder to ship. Perrier and Voss While many of the bottles produced by these companies are glass-based, they tend to be much more expensive. Boxed Water™ The containers Boxed Water produces are made of paper, the plastics are not plant based which is just as bad as a traditional water bottle.

Target Group Bottled water is already the second largest beverage category by volume in the United States, and is expected to surpass carbonated drinks by 2017. So, the target group of Just Water would be people in the United States and Canada (where it is available) who already drink bottled water often.

Budget for the Advertisement A promoted tweet or account on Twitter costs about $.50 – $4.00 for each engagement (like, retweet) and a promoted trend costs about $200,000 per day. The cost to be promoted on Instagram for a month costs about $350,000 or more. So, the budget for advertising the product would be about $185,000. (Two weeks advertising on Instagram, two weeks of promoted tweets on Twitter.)

Timeline for the Advertisement The timeline for the ad would be about two weeks and cost about $185,000 over that time. For two weeks of advertisements on Instagram it would cost about $175,000 (A full month costs 350,000) and for Twitter, it would cost around 15,000 dollars.

Environmental Impact / Benefits The bottles produced by the Just company are 100% recyclable and most of the packaging is made up of paper material, while the rest of it consists of plant- based plastics. Unlike the competitors, these bottles are much better for the environment than the traditional plastic water bottle. Overall, the production of these products produces 74% less harmful greenhouse gas emissions.

References Nytimes.com/2016/05/01/business/selling-bottled-water-thats-better-for-the- planet.html Justwater.com/better-water-bottle/ Prnewswire.com/news-releases/just-introduces-just-water-changing-bottled- water-for-the-better-300135684.html Shortstack.com/how-small-to-medium-sized-businesses-can-advertise-on- Instagram/ Quora.com/How-much-does-it-cost-to-advertise-on-Twitter