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Peter Marucci Prof. Audio

Media Planning December 15th, 2014

     

Media Plan

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Table of Contents

I. Executive Summary…………………………………………………………......3

II. Situation Analysis………………………………………………………………..5

II.I The Brand……………………………………………………………………….5

II.II Consumer/Target Mar.ket...…………………………………………………..9

II.III Competition….……………………………………………………………….12

III. SWOT Analysis………………………………………………………………...15

IV. Creative Brief…………………………………………………………………...16 IV.1 Communication Objectives……………………………………………………16

IV.II Creative Strategy – Brand Position………………………………………..…17 IV.III Promise……………………………………………………………………….20

IV.IV Tone…………………………………………………………………………..21

IV.V Tagline…………………………………………………………………………22

V. Media Objectives & Strategies...………………………………………………….23 VI. Scheduling & Timing…………………………………………..…………………27

VII. Frequency, Reach, and GRPs…………………………………………………....29

VIII. Media Budget………………………………………………………………….....30

IX. Media Plan Cost…………………………………………………………………..31

X. Sources……………………………………………………………………………..32

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I. Executive Summary This media plan outlines the strategy, tactics, and media solutions for Wrigley

to utilize to promote and rebrand existing products (Juicy Fruit, Doublemint,

Spearmint, Big Red, and Winterfresh) to the target market of adults ages 25 to 64 of

all ethnicities to increase the volume of the message over a 12-month period. This

media plan will media plan will also outline and explain the rebranding process and

the creative strategy to keep Wrigley gum a top-of-mind brand. Wrigley will address

the objectives through the use of various types of media for each objective.

In order to promote Wrigley Classic to adults ages 25 to 64 of all ethnicities

and all education levels, this plan will utilize a pulsating media plan used to

communicate the oral health benefits of chewing gum just as Wrigley has done since

its first advertisements in 1907. Wrigley will utilize magazines and television

advertisements once ever three months to promote Wrigley Classic.

To clearly communicate the rebranding strategy of the Wrigley Classic line of

gums to adults ages 25 to 64 of all ethnicities and all education levels, this plan will

focus on the nostalgia of those brands with the “Chewin’ it Classic” campaign over a

span of 12 months. This campaign will feature one television ad per month over the

12-month period, one radio ad per month over the 12-months period, once full page,

color magazine print ad per month over a 12-month period, and a interactive digital

campaign including website ads, a social media strategy, and the development of a

mobile app. All of these strategies will follow a retro, nostalgic creative execution

staying true to the idea of Wrigley Classic.

Though Wrigley has a 65% top-of-mind awareness among consumers, we

want to assure that the awareness of the brands under the Wrigley Classic line of

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gums stays fresh in the consumer’s minds. With a lot of brand parity in the gum

industry, we want people to recall our advertisements next time they’re standing in

line at the grocery store or are in the candy section of the drug store. This plan will

help outline how we can build a stronger brand presence in a chewing gum market

where advertising is currently minimal.

 

 

 

 

 

 

 

                           

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II. Situation Analysis II.I The Brand: Wrigley  

Headquartered in Chicago, Illinois Wrigley has been producing

chewing gum and confections for over a century. Today, the company

operates in more than 50 different countries and distributes its

legendary brands to 180 countries. In 2008, Wrigley became a

subsidiary of popular candy company Mars Incorporated. To date,

Wrigley produces a total of 34 brands of confections and chewing

gums. Five of these brands are more than one hundred years old.

In 1891, William Wrigley Jr. worked for his father as a soap

salesman in Philadelphia, Pennsylvania. In hopes of expanding the

family business, Wrigley set up shop in Chicago where the

introduction of his baking soda formula became a resounding success.

As the popularity of his baking soda grew, Wrigley began to offer free

samples of his chewing gum with his baking soda product. By 1892,

Wrigley’s chewing gum became his biggest selling product. This

allowed Wrigley chewing gum to become it’s own confection

company produced by Zeno Manufacturing Co. of Chicago.

Juicy Fruit was the flavor that started it all for Wrigley. In

1893, the brand of chewing gum became the number one brand of

chewing gum sold in the United States, with the introduction of

Spearmint a short time later. In 1897, the two brands of Wrigley’s gum

reached combined sales of $1 million. Though the two flavors already

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ruled the U.S market like an iron fist, so much that Wrigley took over

it’s parent company Zeno Manufacturing, William Wrigley insisted on

taking one of the biggest gambles of his career. In 1907, Wrigley

mortgaged all of his finances to launch a massive advertising campaign

costing $250,000. The campaign consisted of newspaper ads, magazine

ads, and billboards. Wrigley’s plan was a success. In 1908, Spearmint

alone had annual sales of over $1 million. With

the rapid growth of Spearmint chewing gum, the

company then turned most of its attention to the

iconic brand. Spearman, the official mascot of

Spearmint gum, was introduced gracing much

of the campaign media from the early to mid

1900’s. Chewing gum was originally viewed as a

rude social act during its early years, much like

chewing tobacco. William Wrigley wanted to

change the opinion of chewing gum through

advertising, marketing his products as a new

norm in society. His big idea was that chewing

gum is a great treat anytime and anywhere,

especially after meals. The campaign reached

even broader audiences, such as kids, illustrating the mascot in Mother

Goose stories accompanied by witty rhymes and stories. Overall, the

campaigns were a success. A brand-recognition analysis of the

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chewing gum market conducted in the 1920s revealed, “65% of people

listed Wrigley as their ‘top-of-mind’ choice for chewing gum”, while

the next closest competitor came in at only a 10% top-of-mind choice.

Through the mid to late 1900’s, Wrigley continued to develop

iconic brands of chewing gum that followed the same style and

personality of Juicy Fruit and Spearmint. Doublemint became popular

through a hugely successful advertising campaign in the mid-1900’s

featuring the Doublemint Twins. Though the gum had existed since

1914, the Doublemint Twins campaign communicated an unusual

personality of the brand. Wrigley marketed sex appeal with the

Doublemint Twins as the campaign was a jab to the imagination of

men throughout the country. The campaign was displayed through

billboards on popular roadways, print ads, and television commercials.

The same personality of Doublemint remains today with the slogan,

“Double your pleasure, Double your fun”.

In the late 1900’s, the fiery, cinnamon flavored gum named Big

Red was the first to join the already established brands of gum. The

brand would go on to become the number one brand of cinnamon gum

from 1987 to today. Like years past, there was always a method

behind the corporation’s madness. Big Red was the first of a two part

series of brands marketed as the hot, fiery brand, while Winterfresh

was later introduced as a breathtaking, winter-chill alternative.

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Today, Wrigley is the world’s most popular gum brand

averaging $4.3 billion in sales per year. In 2012, Wrigley reached

number 92 on the world’s most powerful brands list with sales more

than double the second most popular chewing gum brand, Trident.

Wrigley currently sells a total of 11 different individual brands of gum,

many of which are competing with each other.

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II.II Consumer/Target Market Gender:

Wrigley Classic products are targeting both men and women,

since gum is not a gender specific product. However, it should

be made known that Wrigley Classic does not want to market

to children due to the brand personality of the campaign.

Age:

Based on a consumer insights survey done by the National

Confectioners Association, adult’s account for 73% of chewing

gum consumers. Adult’s ages 35 to 54-years-old make up 29%,

while adults over 55-years-old consist of 14% of the total

(CandyUSA.com 2010). To not alienate any part of our target

market, we want to expand this demographic to men and

women ages 25 to 64.

Income:

Wrigley Classic gums are some of the cheapest chewing gum

brands on the market. Originally only costing 5 cents per pack

in 1920, Wrigley has kept the prices of the Wrigley Classic

family of gums at 35-cents/5-stick pack posted on the

packaging. These consumers are low to middle class. Wrigley

Classic gums are very affordable.

Education: There are no specific education demographics for Wrigley

Classic gums.

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Lifestyle: These consumers chew gum not only for the benefit of fresher

breath, but also as a treat throughout the day. Chewing gum is

a great way to pass the time until lunch, or even a sweet treat

after a meal.

Ethnicity:

According to the aforementioned study done by the NCA,

67.1% of men who chew gum are white. White women make

up 63.2% of women who chew gum. Though the study shows

that white consumers are exceedingly more likely to chew gum,

Wrigley Classic plans to target all ethnicities.

Social Media:

Though Wrigley understands that use of social media decline as

the age of the target market matures, it’s a medium that cannot

be ignored. The graph displayed below gives Wrigley enough

data on the rise in social media to justify using social media.

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II.III Competition: Wrigley is in an extremely competitive market, and one that

consist of a lot of parity. In addition to the current obstacles of

marketing Wrigley Classic as a better product against it’s outside

competition, there are also six brands within the Wrigley family

(Hubba Bubba, 5 gum, Freedent, Extra, Eclipse and Orbit) that

Wrigley Classic competes with. Externally, Wrigley competes with

brands such as; Trident, Dentyne, Stride and Mentos who are all

sugar-free gums. The analysis of the following competitors will be

based on the Wrigley Classic 15-pack chewing gums (or competitive).

Internal

Freedent 15-pack

Price: $1.29

Distribution: online, grocery, drug store, convenience store.

Product Line: Wintergreen, Peppermint, Spearmint.

Target market: orally health conscious parents and kids.

Positioning: gum that won’t stick to dental work.

Media: Facebook, Wrigleys.com

Orbit 14-pack

Price: $1.49

Distribution: online, grocery, drug store, convenience store.

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Product Line: Spearmint, Peppermint, Sweetmint, Wintermint,

Bubblemint, Cinnamint, Tropical Remix, Strawberry Remix,

Wildberry Remix, Melon Remix, Orbit White.

Target market: teens and adults aged 18 to 40.

Positioning: flavorful, sugar-free gum

Media: Facebook, Twitter, Website, television.

5 gum 15-pack

Price: $1.69

Distribution: online, grocery, drug store, convenience store.

Product Line: Cobalt, Rain, Flare, Elixir, Lush, Zing, Solstice,

Prism.

Target market: teens and adults aged 18 to 30.

Positioning: flavorful gum that stimulates your senses.

Media: Facebook, Twitter, Website, television, print.

External

Trident 18-pack

Price: $1.39

Distribution: online, grocery, drug store, convenience store.

Product Line: Trident, Trident Layers, Trident White, Trident

Xtra Care, Trident Splash, Trident Unwrapped.

Target market: teens and adults ages 18 to 40.

Positioning: A flavor for everyone.

Media: Facebook, Twitter, website.

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Dentyne 16-pack

Price: $1.49

Distribution: online, grocery, drug store, convenience store.

Product Line: Peppermint, Spearmint, Artic Chill, Mint Frost,

Spicy Cinnamon, Dentyne Pure.

Target market: teens and adults ages 18 to 30.

Positioning: flavorful, longlasting gum for health conscious

people.

Media: Facebook, Twitter, YouTube Channel, website.

Stride 14-pack

Price: $1.49

Distribution: online, grocery, drug store, convenience store.

Product Line: Spearmint, Peppermint,Winterblue, Nonstop

mint, Stride Spark, Stride Sour Patch Kids.

Target market: teens and adults ages 18 to 25.

Positioning: Mad Intense Gum

Media: Facebook, Twitter, Youtube Channel, website.

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III. SWOT Analysis Strengths:

1. Ample varieties of flavors and types of chewing gums. 2. Established brands of chewing gum; Juicy Fruit and Spearmint

introduced in 1893, Doublemint launched in 1914. 3. Strong top-of-mind brand. 4. Distribution in over 180 countries.

Weaknesses:

1. Not sugar free. 2. Uses controversial ingredients like; aspartame, corn syrup 3. Lacks promotion. 4. Limited age groups to market to.

Opportunities: 1. Has a long history and strong, trustworthy brand identity. 2. Brands have nostalgic look and feeling 3. Cheaper than new sugar-free gums

Threats:

1. Mass brand parity within gum industry. 2. Sugar-free competitors. 3. All companies tend to market to the same targets. 4. Competes with a lot of products with the same parent company.

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IV. Creative Brief IV.1 Communication Objectives

• Objective 1: Create a presence and promote the commitment to oral

care for Wrigley brands Doublemint, Spearmint, Juicy Fruit, Big Red,

and Winterfresh as the new, rebranded Wrigley Classic line of chewing

gum to the target market of men and women ages 25 to 64 of all

ethnicities to increase the volume of the message in media throughout

a period of 12 months.

• Objective 2: Communicate the nostalgia of Wrigley Classic gums and

promote the products long-lasting, flavorful varieties to the target

market of men and women ages 25 to 64 of all ethnicities to increase

the volume of the message in media throughout a period of 12 months.

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IV.II Creative Strategy – Brand Position Currently, there is no ongoing campaign for Doublemint, Spearmint,

Juicy Fruit, Big Red, or Winterfresh. Due to the most recent recession,

Wrigley has scaled back on running multiple campaigns for its products

(MDG Advertising 2013). The company has slowly begun advertising since

the end of 2013, however, the campaign is for the Extra line of chewing gums.

The most recent campaign to obtain Wrigley’s brand position comes from a

series of advertisements from 2008. Doublemint’s ad featured hit R&B artist

Chris Brown dancing to a remixed version of his song to fit the tagline

“Double you pleasure. Double your fun.” Another commercial run at this

time features another R&B music sensation NE-YO with a remixed version of

his hit song to fit the personality and heat of Big Red chewing gum. Wrigley

wanted to communicate the hip and fun personality of the two gums.

Objective 1: In order to increase a presence for the newly rebranded

Wrigley Classic gums to the target market of adults aged 25-64 of all

ethnicities; Wrigley will position its line of Wrigley Classic gums as the go-to

treat for anytime of the day. This treat also promotes a commitment to oral

care and a healthier mouth. The strategy is to show people reaching for their

pack of Wrigley Classic chewing gum as they do normal everyday things and

produce a campaign spanning over 12 months.

Individuals gathered from the target market will be used to produce

commercials of how Wrigley Classic gums fit into their day lives. The

scenarios from this campaign can easily translate to radio ads, print ads,

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outdoor, and social media promotions. Ads will demonstrate how the line of

Wrigley Classic gums transforms the mundane into a one-of-a-kind world. It

will make the experience of chewing Wrigley Classic gum look and feel like a

treat. The style of the ads will be retro, appealing to the target market of

adults aged 25-64 and bringing them back to the idea of “classic”. Overall,

objective #1 is to build the presence and maintain the current top-of-mind

awareness.

Objective 2: To accompany the goals of objective #1, the second

objective calls for a creative campaign that will appeal to the consumers in our

target of adults aged 25-64 of all ethnicities. The goal of this objective is to

create a light-hearted reminder of what it means to chew the Wrigley Classic

line of gums.

Meet Chad. Chad is going to work on another ordinary Monday. As

he walks through the hallways of his office, he reaches in his pocket for his

favorite Wrigley Classic flavored gum, Juicy Fruit. He looks calm and cool as

he unwraps the piece and inserts it into his mouth. He opens the door to

company’s office and everything becomes mellow. The people are dressed in

1970’s clothing, the colors of the office are vibrant and retro, and it’s like he’s

back in the 70’s again. His use of Juicy Fruit gum is certainly a treat.

Now meet Darryl. Darryl just got out of the grocery store. He puts the

items in the hatch of his family minivan but before he closes it, he reaches for

the pack of Doublemint gum he grabbed while in the checkout line. Calm and

cool Darryl unwraps the gum and puts a stick into his mouth. Suddenly, his

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family minivan turns into a 1970’s Chevrolet Camaro with a candy apple red

paint job and fuzzy dice in the mirror. The grocery market now looks like his

old grocery store in the 70’s and so do all of the other buildings, cars, and

scenery around him. Darryl is “Chewin’ It Classic”.

Using the nostalgia of the five gums (Doublemint, Spearmint, Juicy

Fruit, Big Red, or Winterfresh) and remarketing it as a classic take on

chewing gum differentiates the line of gum from its boring competitors.

Though Wrigley Classic will not highlight the health benefits of chewing

gum, it creates a personality unique to their brand and their brand only. These

colorful, vibrant, and fun ads can translate to other forms of media like,

radios, print ads, outdoor media, and social media.

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IV.III Promise:

Objective 1: When targeting adults aged 25-64, Wrigley Classic will promise

the consumers that the great taste of Wrigley gum will give them a lift in their

daily lives and give them healthier, fresher breath.

Objective 2: To target financially conscious adults, Wrigley Classic embodies

the ideas and principles that it has since the 1920’s creating a quality, great

tasting treat that is cost efficient.

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IV.IV Tone:

Objective 1: The tone for everyday adults will be fun and light-hearted.

Objective 2: The tone for adults looking for cost efficient treats are nostalgic,

traditional, and laid back.

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IV.V Tagline:

Objective 1: Wrigley Classic: A Century of Smiles

Objective 2: Chewin’ it Classic!

Chewin’ It

CLASSIC!Classic

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V. Media Objectives & Strategies V.I Objective 1: Create a presence and promote the commitment to oral care for

Wrigley brands Doublemint, Spearmint, Juicy Fruit, Big Red, and Winterfresh as

the new, rebranded Wrigley Classic line of chewing gum to the target market of

men and women ages 25 to 64 of all ethnicities to increase the volume of the

message in media throughout a period of 12 months.

Target Audience:

The target audience is everyday, low to middle class adults aged 25

to 64 of all ethnicities and all levels of education.

Media Mix:

Wrigley will use everyday adults in the target market to produce

one advertisement every 3 months for 12 months.

Television:

Wrigley will produce one commercial every three months for

one year. These commercials will be aired (spot and

national) on CBS, ABC, NBC, and CNN.

Magazines:

Wrigley will produce one full page, full color print

advertisements every three months for one year. These print

ads will be placed in Newsweek, Consumer Reports, Men’s

Health, and Women’s Health.

Geography:

Wrigley’s is a product used globally, however, the emphasis

will be within the United States and a focus on the top 20

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spot markets. Additional cities outside the top 20 will be

considered.

V.II Objective 2: Communicate the nostalgia of Wrigley Classic gums and

promote the products long-lasting, flavorful varieties to the target market of

men and women ages 25 to 64 of all ethnicities to increase the volume of

the message in media throughout a period of 12 months.

Target Audience:

The target audience is reminiscent, everyday adults aged 25 to 64 of all

ethnicities and all levels of education.

Media Mix:

Wrigley will use everyday adults in the target market to produce

one advertisement a month for 12 months.

Television:

Wrigley will produce one commercial per month over a 12-

month period. These commercial will be aired (spot) on

ESPN, MTV, E!, and the Discover Channel.

Magazines:

Wrigley will produce 12 full page, full color print

advertisements featuring adults in the target market with the

nostalgic creative strategy. These print ads will be seen in

Hot Rod, Sports Illustrated, Women’s Day, and InStyle

magazine.

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Radio:

Wrigley will place its largest emphasis on morning drive

radio advertisements for objective #2. To help personify

nostalgia and what it means to be classic, Wrigley will

produce 6 different 30 second radio advertisements over a

12-month period during the morning drive time. These ads

will be placed in spot radio markets on sports talk, news,

classic hip-hop and rock radio stations.

Digital Media:

From content produced through print ads, commercials, and

radio ads, Wrigley will use popular social media outlets like

Facebook, Twitter, and Instagram to share content. Wrigley

will also place ads on general sites/ad networks. All digital

media will span over a 12 month period.

Mobile App:

Wrigley Classic will develop a mobile app to help personify

the nostalgic attitude of the brand. Features of this app offer

cause as to why Wrigley is putting so much money into

Mobile digital advertising. The app will be bright colored,

and light hearted with features like;

• Snap and share a selfie offering many old school

backgrounds to put your picture in. Easily can be

shared via Facebook, Twitter, and Instagram

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• Featured old school rock, hip-hop, and other

genres of music available for streaming.

Otherwise known as Wrigley Classic Radio.

• Location service to show where Wrigley Classic

brand of gums are being sold in users area.

• Interactive, 70’s games turned mobile.

o 70’s music, movies, and pop culture trivia,

mobile battleship board game, etc.

Geography:

Wrigley’s advertisements will be national with a focus on the top

20 spot markets. Additional cities outside the top 20 will be

considered.

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VI. Scheduling & Timing

January February March April May June July August September October November December

Objective 1

Objective 2

CBS

ABC

NBC

CNN

ESPN

MTV

E!

Discovery

Television Scheduling

January February March April May June July August September October November December

Magazine Scheduling

Objective 1

Newsweek

Men’s Health

Women’s Health

Consumer Reports

Hot Rod

Sports Illustrated

InStyle

Women’s Day

Objective 2

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JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

Radio Scheduling (SPOT)OBJ #2 ONLY

Morning Drive

Daytime

Evening Drive

Nighttime

Sports Talk

Classic Hip-Hop

Rock (All Types)

News

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

Digital Media

Objective 2

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VII. Frequency, Reach, and GRPs

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VIII. Media Budget

Disclaimer:

• Magazine totals based on respective media kits.

• Television ad rates based on discretionary research

• Radio ad rates based on rates per market according to:

http://localmarketingideas.com/how-much-does-radio-advertising-cost/

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IX. Media Plan Cost

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X. Sources

Daniel J. Robinson, “Marketing Gum, Making Meanings: Wrigley in North America, 1890-1930,” 6. "Management Insights." Management Science 54.3 (2008): 13+.Www.candyusa.com. National Confectioners Association. Web. <http://www.candyusa.com/files/SweetInsights/NCA%20Sweet%20Insights%20-%20Gum%20Consumer.pdf>. "Wrigley and MondelēzTry to Sweeten Gum's Image." MDG Advertising Blog – South Florida Advertising Agency, Interactive Marketing, West Palm Beach Ad Agency, Boca Raton Ad Agency. N.p., 09 Nov. 2013. Web. 30 Nov. 2014. <http://www.mdgadvertising.com/blog/wrigley-and-mondelez-try-to-sweeten-gums-image/>.