1. V8 V-Fusion 100% Juice Advertising Campaign
Intro and Agenda
Team 3
Jake Azevedo, Shayne Caffrey, Estefania Calderon, Lexie Salerno

2. Agenda Background & Creative Brief – Jake Focus Group – Shayne
Media Plan & Creative Strategy – Estefania
Creative Executions - Lexie

3. Background & Creative Brief

4. Background Narrowed focus to 100% shelf-stable juice
% juice sales = $9.6 billion
Sales are currently in decline, but are expected to plateau or grow in the next few years

5. Background Segment trends Increased importance of nutrition
Low calorie/sugar free juice drinks are on the rise
Gluten free
Flavor trends
Top 5 flavors: orange, apple, grape, fruit punch, and mango
Popular new flavors: coconut, lemon, and cranberry

6. Background
Evoked Set
Ocean Spray 100% Juice
Juicy Juice
V8 V-Fusion 100% Juice has 1.5% market share, or $144 million in sales
Juicy Juice has 3.4% market share, or $326 million in sales
Ocean Spray has 2.4% market share, or $230 million in sales

7. Taste Test

8. Background V8 V-Fusion 100% Juice strengths
Healthy
Contains full serving of vegetables and fruits
Contains more vitamins and minerals than evoked set members
Unique flavors
V8 V-Fusion 100% Juice weaknesses
Taste
Cost

9. Positioning Statements
V8 V-Fusion 100% Juice offers exotic flavor blends
V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brands
V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit

10. Focus Group

11. Focus Group
The focus group was conducted on October 28th, 2014 at 6:30pm at Northern Arizona University in room 310 of the School of Communication building
The focus group consisted of four females and four males who ranged from ages 18 to 29
Shayne Caffrey was the moderator and Jake Azevedo was the scribe. Estefanía Calderon and Lexie Salerno recorded the study using audio technology from the observation room

12. Focus Group Moderator question highlights
Participants agreed that health benefits were important in 100% juice, but differed on what “healthy” meant.
Most had not tried V8 V-Fusion 100% Juice before, but were familiar with V8 brand
They expected blended fruit and vegetable juices to taste healthier (i.e. bitter) than just 100% fruit juices

13. Positioning Statement #1
V8 V-Fusion 100% Juice offers exotic flavor blends
Strengths: Liked the concept of “exotic”
Weaknesses: Too general, exotic doesn’t mean good tasting

14. Positioning Statement #2
V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brands
Strengths: Sounds healthy, liked vitamins/minerals
Weaknesses: Participants were skeptical, comparative

15. Positioning Statement #3
V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit
Strengths: Healthy implications, convenient
Weaknesses: Participants were unclear of what constitutes a “full serving”

16. Winning Statement
Positioning Statement 3: V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruit
7 out of 8 participants rated this statement as the best among the three
Getting a full serving of vegetables was particularly enticing to participants

17. Media Plan

18. Media Plan
Objective 1: Develop an advertising campaign in that will run for a maximum of 12 months of the year
Strategy 1: Advertise in Phoenix metro prime time TV April-August 2015
Strategy 2: Purchase national social media advertising January-December 2015

19. Media Plan
Objective 2: Utilize a maximum of 75% of the budget in Phoenix metro prime time television media
Strategy 1: Advertise April-August 2015
Strategy 2: Every month from April to August, run 34 spots per month, totaling 170 total spots

20. Media Plan
Objective 3: Utilize a minimum of 10% of the budget on national social media efforts during 12 months of the year
Strategy 1: Purchase advertising January through December 2015
Strategies 2, 3, & 4: Utilize Facebook, Twitter, and Instagram to promote V8 V-Fusion 100% Juice with daily posts and special promotions designed to encourage consumers to make an initial purchase

21. Media Plan
Objective 4: Utilize a maximum of 15% of the budget to conduct and promote “V-Fusion Veg Out” events
Offer free samples of product at farmers markets in the top 10 US markets
Use targeted Facebook and Twitter ads in select ZIP codes to promote the event

22. Media Plan
Objective 5: Utilize digital coupons for smartphones to promote V8 V-Fusion 100% Juice
Create mobile coupons to be distributed via coupon apps, such as Coupon Sherpa and Checkout 51
Distribute the coupons for 12 months of the year

24. Creative Strategy

25. Creative Strategy
Communication Objective: To communicate with 70% of the target audience that V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruits

26. Creative Strategy Target Audience: Demographics:
People in the age group are the primary consumers
Households with children are more likely to purchase shelf stable 100% juice
Households with an upper middle-income level ($75K-$99.9K) are the most likely to purchase shelf stable 100% juice
Consumption is nearly equal between men and women

27. Creative Strategy Personality profile:
Hi, my name is Vicki Brown, and I’m a payroll specialist from Houston. My husband and I have two kids, Jerome, who is 8, and Sasha, who is 12. I typically do the grocery shopping for my family on a weekly basis. Although my husband and I are financially secure, we are still value conscious consumers who look for good prices because we are saving money for  two college educations and their retirement. More important than the price of food however, is the nutritional content. Vicki likes to serve her family foods that she believes are good for them. Claims on packages are important to her. Phrases like, “all natural,” “organic,” and “gluten free,” all positively influence her purchase decisions. When it comes to buying juice, Vicki prefers to buy 100% juice with low sugar content. She has to balance her desire for nutritional value with taste, especially when it comes to serving juice to her kids. When Vicki buys juice, the whole family drinks it, so she has to make sure to get a flavor that everyone will like.

28. Creative Strategy Key Benefit Reasons Why
V8 V-Fusion 100% Juice is an easy way to get a full serving of fruits and vegetables
Reasons Why
All varieties of V8 V-Fusion 100% Juice contain fruits and vegetables like sweet potatoes, carrots, and pears
V8 V-Fusion 100% Juice is a tastier and easier way to consume vegetables than eating the actual vegetable

29. Creative Strategy
Tone Statement
Energetic
Fun

30. Creative Executions

31. Creative Executions Three potential Facebook executions
Digital coupon execution
TV storyboard

32. Creative Execution 1 32

33. Creative Execution 2

34. Final Creative Selection
Why was this selected?
This execution reflected our creative strategy best because it visually shows fruits and vegetables and depicts easy, fun, and energetic.

35. Alternative New Media Execution

36. TV Execution

37. TV Execution

38. Any Questions?