2013 DR PEPPER/KFC ACMA PROGRAM October 2, 2012 GL/UMW/SW Region Meeting.

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Presentation transcript:

2013 DR PEPPER/KFC ACMA PROGRAM October 2, 2012 GL/UMW/SW Region Meeting

Reinvest approximately $300,000 in Dr Pepper Merchandising Funds to: –Increase Consumer Traffic –Drive Beverage Incidence & conversion –Generate Beverage Awareness DPSG’s overall objective is to maximize the KFC partnership to increase beverage incidence and brand awareness by leveraging the Beverage Category Promotion Objective

Why We Are Continuing Our Partnership With the ACMA? Country Music over-indexes with the KFC consumer! KFC consumers over-index for Country Radio (130) They over index for having watched Great American Country in last 7 days (154) They also over index for having watched Country Music Television (140) Source: Spectra Target Snapshot

Why We Are Continuing Our Partnership With the ACMA? RECOMMENDATION: Partner with KFC and the ACMA awards to drive combo and beverage sales during the Original Recipe Bites with Gravy Window Incremental value provided above merchandising funds through Dr Pepper’s Sponsorship of the ACMA’s Elevated Experience: This year, we will have a red carpet experience to provide one lucky grand prize winner from KFC. (There is a strong infinity for entertainment media and magazines, which is indicative of KFC consumer’s interest in stars/celebrities.)* Source: Spectra

Artist Announcement: Luke Bryan! Awards and News ACM Top New Solo Vocalist (2010) ACM Top New Artist (2010) CMT USA Weekend Breakthrough (2010) Video of the Year – “Do I” Nominated for 7 other awards ( ) Guest appearance on Bachelorette (May 2012) Appeared on Billboard Awards (May 2012) Hits 8 – Top 10 Hits on Country Music Charts 3 #1 Hits 4 Gold/Platinum Songs Partnership Private Concert at ACMA Featured on Dr Pepper National POS with Red Carpet Thematic "I think he is one of the most on-fire artists right now," said Lady Antebellum's Dave Haywood, who co-wrote Bryan's first No. 1 hit, "Do I," with Bryan and Lady A's Charles Kelley. "I think he's our next big superstar. He's such an entertainer." Partnership Private Concert at ACMA Featured on Dr Pepper National POS with Red Carpet Thematic

ACMA 2013: What’s Different Next Year? Timing: February 4 th – March 3 rd 2013 Messaging: Primary- Bites paired with KFC’s world famous Hot, gravy for dipping Support trade up of bites: $3.99 6pc Combo (Includes Side & Medium Beverage) Secondary– Dr Pepper / ACMA Sweepstakes Marketing Elements: Pre-store: E-blasts (DP & Colonel’s Club) Online banner ads Micro/mobile site Media (Exact Radio, TV, and Social elements TBD) In-store: Packaging/20 oz Cup Merchandising

ACMA 2013: What’s Different Next Year? Concept: A sweepstakes that will provide a lucky KFC consumer (and their guest) to have a red carpet experience at the 2013 ACMA’s. Grand Prize Package Includes: (3) Nights Deluxe Hotel Accommodations at the MGM Grand Round trip airfare and transportation Saturday Private Luke Bryan Concert/Welcome Reception Sunday ACMA Telecast & Post Show Party Red carpet experience with Luke Bryan! Red carpet experience with Luke Bryan!

Thank you for your continued partnership!