1. Your Worlds Combined. SWALD Solutions presents: A Promotional Campaign for The Coca Cola Co. Sprite Green MKT 428 S hannon Mulvihill W es Hartig A ndrew Gerbetz L isa Kaminski D eborah Crowdus Your Worlds Combined.

2. SWALD’s Philosophy Focus efforts on needs of customer Combine each team member’s expertise Observe and apply external trends – “Green Movement” – Economic Recession

3. Your Worlds Combined. Target Market Going Green Gale and Gabe – 26-35, $20,000-$60,000 – “Modern Hipster” – Influenced by values, image, and peers Seattle, WA – 22% ages 25-34 years old – 52% non-family households – 70% in labor force – 18% commute to work by public transportation

4. Your Worlds Combined. Situation Analysis Various Promotional Programs including – “Image is nothing. Thirst is everything” Light-hearted parody – SubLYMONal Campaign Non-traditional – “Sprite Step-Off” Focus on the musical arts

5. Your Worlds Combined. Positioning Strategy Key Attributes – Truvia Brand Image – Edgy – Natural

6. Your Worlds Combined. Positioning Statement Sprite Green will revolutionize the way Americans understand the soft drink industry by its ability to incorporate an all-natural sweetener, Truvia, into the popular soft drink Sprite. Now with fewer calories than regular soft drinks, Sprite Green offers its consumers of the new millennium the opportunity to stay healthy, environmentally-aware, and still have their thirst quenched with that unmistakable Sprite taste. This soft drink provides the “impossible” compromise to those hip, discerning young consumers of the target market who seek products that mirror their own identity.

7. Your Worlds Combined. Campaign Theme “Your Worlds Combined.” Offers target market the freedom to have: Natural, yet low calorie Trendy, yet individual Hip, yet professional

8. Your Worlds Combined. Advertising Objectives By the fourth quarter of 201o, SWALD seeks: – To establish awareness of Sprite Green by 55% within the target audience – Stimulate trial of Sprite Green by 45% within the target audience – Improve consumer preference of Sprite Green over other soft drink brands by 10% within the target audience

9. Your Worlds Combined. Print Creative 1

10. Your Worlds Combined. Print Creative 1.5

11. Your Worlds Combined. Print Creative 2

12. Television Commercial http://www.youtube.com/watch?v=w8pLwP HH0Xs

13. Television Commercial

15. Your Worlds Combined. Out-of-Home 1

16. Your Worlds Combined.

17. Sprite Green Fan Van

18. Your Worlds Combined. Print Time – Frequency- October-November – CPM- (547,500*1,000)/19,500,000= $28.08 The Stranger – Frequency- the first issue of every month twice a month in April, September- November. – CPM- (6,000*1,000)/437,200= $13.72 D-List – Frequency- March, June, November – CPM- (1380*1,000)/15,000= $92.00

19. Your Worlds Combined. Television Anthony Bourdain No Reservations – Frequency- 2 commercial per new episode – CPM-(8.50x2x25/61,141)x1,000) = $6.95 Top Chef – Frequency- 2 commercial per new episode – CPM- (8.50x2x19)/61,141)x1,000) = $5.28 Saturday Night Live – Frequency- 34 times a year – CPM- (1,600x34/7,700,000)x1000 = $7.06

20. Your Worlds Combined. Internet Hulu – Frequency Heavy- January-February, September- December Light- March-August – CPM- ($135,000 x 1,000)/861,672 = $156.67

21. Your Worlds Combined. Hulu Creative

22. Your Worlds Combined. Internet The Onion – Frequency- January, March, May, July, September, November – CPM- ($30,000 x 1,000)/ 930,095 = $32.25

23. Your Worlds Combined. The Onion Creative

24. Your Worlds Combined. Internet SLOG – Frequency- All year – CPM- ($2,600 x 1,000)/175,341 = $14.83

25. Your Worlds Combined. Slog Creative

26. Your Worlds Combined. Out-of-Home Billboard – Frequency- 8 billboards for 2 months – CPM- ($57,600 x 1,000) /2,865,984 = $20.10 Wallscape – Frequency- June-August – CPM- ($51,120 x 1,000)/ 61,141 = $0.85

27. Your Worlds Combined. Out-of-Home 2

28. Your Worlds Combined. Out-of-Home Commuter Rail Display – Frequency- April-July – CPM- ($100,000 x 1,000)/ 61,141 = $1,635.56 Bus – Frequency- June-September – CPM- ($44,500 x 1,000)/ 61,141 = $727.82 Bus Shelters – Frequency- August-November – CPM- ($11,000 x 1,000)/ 61,141 = $179.91

29. Your Worlds Combined. Out-of-Home 3

30. Your Worlds Combined. Events VW Vans – Frequency- 9 weeks – CPM- ($60,230 x 1,000)/45,000= $1,338.44 Alive Expo 2010 – Frequency- 2 day event – CPM- ($5,268x1,000)/3,000= $1756.00 Bumbershoot – Frequency- 3 day event – CPM- ($278,652*1,000)/109,500 = $2,544.77

31. Your Worlds Combined. Media Scheduling

32. Your Worlds Combined. Budget Summary

33. Your Worlds Combined. Budget - Media Mix Breakdown

34. Your Worlds Combined.

39. Questions?