Advertising Plan: Simply Orange

Lauren DuBay Aaron Oppegard

Beth Wallace

12/2/2012

1  

Executive Summary

After making market share gains in the orange juice segment in recent years, Simply

Orange hopes to now extend that success to its other primary juice flavors. These products have

not been heavily promoted like Simply Orange has, so the company plans to design a new

campaign based on the goal of creating awareness of its other flavors. The company also wants

to protect the recent market share gains made because of Simply Orange’s success. Juice

industry leaders include Tropicana (specifically Tropicana Pure Premium), Florida’s Natural, and

Minute Maid. Because Simply Orange and Minute Maid are both owned by Coca-Cola,

Tropicana and Florida’s Natural are the primary external competitors.

The new advertisements produced for this campaign will emphasize the quality and

freshness of each product, with the concept of each ad designed around the target audience of

businesswomen over 35. Magazine advertisements and television commercials will be the two

main mediums used as they have the best potential to reach the target audience. Simply Orange

plans to differentiate from its competitors with the creative concept of each ad as well as with the

unconventional use of sound in the print ads.

2  

Situation Analysis Company and Industry Information:

Launched in 2001 by Coca-Cola, Simply Orange is a company that makes juice and juice

drinks. It began with orange juice and has since launched Simply Apple, Simply Cranberry,

Simply Grapefruit, Simply Lemonade, and Simply Limeade. All products produced by the

company are marketed based on their simplicity, meaning none of the beverages have sweeteners

or preservatives. Simply Orange has been the most heavily marketed product and has done well

in the juice market. The product is now in the maturity stage, with the primary objective of

protecting gains in market share over the past few years. The other products are not as well-

known and thus are still in the growth stage. Simply Orange intends to focus a larger portion of

the advertising budget on these products so as to build brand recognition and increase market

share. Each of the products is premium-priced to fit with the image of a pure and natural

product.

The juice industry in the United States is currently dictated by a demand for healthy

products. In order to protect market shares, many companies have had to begin producing

products with no additives or low calories in order to meet consumer demand. The industry has

four leading competitors: Tropicana, Simply Orange, Florida’s Natural, and Minute Maid.

Tropicana, owned by Pepsi, is Simply Orange’s primary competitor. Tropicana produces

Tropicana Pure Premium, a product that is very similar to Simply Orange with its promise of

pure and natural juice with no additives. Tropicana Pure Premium is also sold in a bottle very

similar to that of Simply Orange, making it even harder for consumers to distinguish the two

products.

3  

In terms of orange juice alone, Tropicana Pure Premium held a 30.7% market share as of

April 2012 while Simply Orange took 18.5% of the market. Florida’s Natural and Minute Maid

followed closely behind with 11.8% and 8.9% market shares, respectively. While Tropicana still

holds the leading position, its market share was down 2.1% from last year, while Simply

Orange’s market share rose .7% (BNP Media, 2012).

Target Market Description:

Simply Orange’s primary target market is women ages 35-54 nationwide. No geographic

region is specified because Simply Orange products do not appeal specifically to any one certain

location. Women in this age group tend to be established in their careers and thus are prime

candidates to purchase a premium-priced product. This age group also tends to be concerned

with making healthy choices (Brockenbrough, 2012), especially with the recent organic trends in

the food industry, and all Simply Orange products are positioned as natural and pure.

The secondary target market is married couples with an annual income of at least

$50,000. Because Simply Orange is premium-priced, income must be a factor when considering

which market to target. Married couples tend to put more thought into deciding which brand to

purchase, especially couples with children. These couples may also be inclined to purchase

healthier choices, which are premium-priced, specifically where children are involved.

Advertising Objectives

Simply Orange’s objectives must be split into two categories: objectives for Simply

Orange and objectives for Simply Apple, Cranberry, Grapefruit, Limeade, and Lemonade.

Because Simply Orange has been the most heavily marketed product, it is in a different stage and

must have its own unique objectives. In terms of the advertising pyramid, consumers are aware

4  

of Simply Orange and comprehend its benefits, so the goal now is to emphasize the conviction

and desire stages. This will be done by continued promotion of the product’s purity and natural

ingredients. For the remaining products, gaining awareness is the main goal. Simply Orange

Juice Company hopes for consumers to be at the conviction, desire, and action stages of the

advertising pyramid by the end of the campaign. This will be done with an increase in

advertisements for each specific beverage.

For Simply Orange, the company’s goal is to see a continuation of its market share gains

made in recent years. It currently holds 18.5% of the market and by the end of this campaign the

company’s goal is for the product to take 20% of the market. For the remaining products,

Simply Orange’s goal is a 3% overall increase in market share. This seems feasible based on the

success of Simply Orange and the fact that the other products have not been a focus for the

company until now. The campaign is set to run for one year and will then be analyzed for its

effectiveness.

Creative Strategy Product Concept & Target Audience:

The advertisements included in this document will position the products based on

freshness and quality. Each of the advertisements emphasizes how drinking a Simply product is

like tasting produce fresh from an orchard. This also demonstrates the purity of the product. It is

difficult to differentiate between Simply Orange products and Tropicana pure premium products,

as they are very similar both in packaging and message. While Tropicana’s current commercials

also utilize an orchard, they always shows the product in the orchard and never anywhere else.

The new Simply Orange campaign will show products being used by consumers in everyday life,

5  

transported to an orchard only because of the product’s freshness. The goal is to demonstrate

that Simply Orange products never lose their fresh taste.

The target audience for this ad campaign is businesswomen over the age of 35. This is

just a more specific sector of the target market of women 35-54. The probable buying influences

for these women are nutrition and health, quality of taste, and convenience. They are busy with

work and potentially with a family, and need a juice brand that will fulfill the need for both taste

and nutrition. The ads for this campaign show women in various situations – driving to work, at

the office, having breakfast with family – utilizing a Simply product to improve the moment. A

second target audience will be families with an income of more than $50,000, as a family is

featured in one of the advertisements.

Media Objectives and Choices: While Simply Orange will try to maintain a good balance of reach and frequency, the

focus will be reach as the campaign’s goal is to increase awareness and comprehension of its

lesser advertised flavors. Reach will be achieved by advertising in high-profile TV shows and

magazines that have a high readership for our target audience. However, to also get as much

frequency as possible, only a select number of TV shows and magazines will be used.

The campaign will use a pulsing schedule, with different products emphasized at

different times. For example, Simple Cranberry Cocktail will be advertised more heavily during

the holiday months (fall-winter), while lemonade and limeade will take precedence in the hot

summer months. Because the goal of the campaign is increased awareness, it would not make

sense to select the more sporadic flighting schedule.

Two traditional mass media choices will be used in the campaign: magazine

advertisements and television commercials. These seemed to make the most sense in terms of

6  

best reaching the target audience and markets; both have a large number of options available,

making it relatively easy to select those that best fit our audience for the campaign.

Advertising Message Copy Elements:

The advertisements that will be seen by the target audience will use emotional appeals.

Simply Orange products are a high involvement product. This is due to the importance of the

product’s benefits. To maintain consistency, consumer service appeals will be in each ad.

In the advertisements, print ads and commercial ads, the copy will be the emotional

appeal. The copy will be: “Bringing Simply (type of juice) to your (location) is like bringing

your (location) to the orchard.” This text emphasizes the benefits of the product subtly. An

objective of the creative strategy was to maintain the image of the company’s products as being

pure and natural. The personality of the company and products are reflected in the slogan

“Honestly Simple.” Using this copy in the latest ads is consistent with the slogan.

The copy also specifically identifies with the primary and secondary target markets.

Depicted in the ads are women over the age of 35 or families with one or more children. They

are shown enjoying the product while in an orchard setting.

Art Elements:

Each print advertisement will feature a woman or a family enjoying a Simply Orange

juice product in various locations. When looking at the ad, viewers will follow the typical Z

motion as encouraged by the layout. The viewer will first look at the headline/body copy. After

reading the sentence, the viewer moves down to the visual and then to the Simply Orange logo.

7  

Finally, the eyes end on the company’s slogan. This was strategically placed, so the last element

viewers read is the phrase that epitomizes the company.

The elements above will also be reflected in the commercials. To start, a character will

reach for a Simply Orange product in a location like the home or office. After picking up the

product, the camera will zoom in on the bottle’s logo. When the camera zooms out again the

character(s) will be in an orchard. After the viewers are shown in the new scene, the narrator will

say, “Bringing Simply Grapefruit to your office is like bringing your office to the orchard.” The

final scene in the commercial will feature all of the flavors of Simply Orange Juice Company and

will give the website information and a Facebook logo. Each advertisement, for both television

and magazines, will be clean and simple in order to be consistent with the company’s image.

Production Elements:

The standout feature of the print ads will be the inclusion of a sound chip that plays

orchard sounds used on the company website. Each print ad will be a two-page spread that will

start playing these sounds when the consumer opens to the advertisement pages in the magazine.

This element will make these advertisements unique and will also tie them to the company’s

website, adding consistency to the IMC. The sounds will be subtle so viewers are not likely to

immediately turn the page because of the noise. It will make the ad memorable and help to

achieve the primary campaign goal of product awareness.

The magazine ads will be two page spreads and will allow the audience to feel as if they

have stepped into an orchard. It will use four colors because this increases the attention paid to

the ad. The layout will be picture window, but the visual will bleed off the sides of the pages.

Because of the special use of sound, the ad will have to be premade and sent to the magazines it

will be running in.

8  

All of the elements of the ads come together to create an image for the brand. To begin,

the typography is all integrated to be cohesive. The copy at the top of the ads is a simple sans

serif font, which is similar to the font of the “Honestly Simply” slogan. The second font used

reflects the font in the logo of Simply Orange products. Using this font in the copy for the

product name emphasizes it. It also allows viewers to connect the font to the logo, and therefore

to the brand. Using simple fonts throughout each advertisement will maintain consistency with

the slogan “Honestly Simple.”

In the magazine print ads, photography will be needed to create the ad and graphic

designers will be needed to combine and edit images to be used in the final ad. Aside from the

background orchard scenes and characters in the ads, the only other image will be a beauty shot

of the Simply Orange products. This will allow consumers to identify the products at the point of

purchase. Figures 1 and 2 are samples of potential print advertisements.

The last noteworthy aspect of the ad is the paper it will be printed on. Because the ad will

have sound included, the paper will have to be a thicker paper compared to traditional magazine

paper. Thicker paper will hold the sound element and will also make the ad stand out in

comparison to others in the magazine.

Simply Orange will also be producing television commercials. Sound effects in these

advertisements will include any sounds that will help create the atmosphere associated with the

depicted location. An example would be orchard sounds when depicting an orchard, cars and

horn sounds when depicting traffic, or sounds in a kitchen. The orchard sounds will be used in

each commercial and will be played until the ad ends (please refer to the attached storyboards for

the specific organization and layout). Meanwhile, other sound effects will be determined by the

setting in the commercial (ex. figure 3).

9  

Advertising Budget

The budget for this ad campaign is $40 million, to be spread out between magazine

advertisements, television commercials and product placement. American Idol and Dancing

with the Stars both have high viewership in general and in our target audience as well.

Viewership of American Idol has been shifting towards the 30-50 demographic, which

corresponds with Simply Orange’s target market (Brian, 2008). Dancing with the Stars had an

“average audience of 17.6 million viewers” during its season finale on November 28, and won

the night in the 18-49 age bracket (Bibel, 2012). Simply Orange would also purchase product

placements on Cooking Channel and Food Network, which relate to the magazines used for the

print advertisements. The Cooking Channel offers companies the chance to sponsor an episode

of “From the Kitchens of…” Simply Orange would pay half of the production costs and ads for

the show, and the show would demonstrate what Simply Orange products can be used for in the

kitchen. After watching these shows, viewers are 94% more likely to purchase the featured

products (Steinberg, 2011). The magazines were selected because of how well they reach the

target audience for Simply Orange, and because it makes sense to advertise a healthy beverage

choice in food and women’s health magazines. For example, Rachael Ray Magazine viewers

include over 2.5 million women between the ages of 35-54 (Rachael Ray Magazine, 2012).

Estimation of Media Costs

§ Dancing With The Stars (Cultra, 2012) o 30 second spot ($160,000) x 40 = $6,400,000

§ American Idol (non-results show) (Cultra, 2012) o 30 second spot ($340,825) x 20 = $6,816,500

§ Product Placement on Cooking Channel and Food Network o $2,000,000 o From the Kitchens of...Simply Orange (Pay half of production costs for the show

and for ads on the show)

10  

§ More Magazine Full Page Ad (Meredith Corporation, Rates) o ($160,470) x 12 = $1,925,640 (6 two-page side-by-side ads)

§ Every Day with Rachael Ray Magazine Full Page Ad (Rachael Ray Magazine, 2012) o ($150,000) x 12 = $1,800,000 (6 two-page side-by-side ads)

§ Women’s Health Magazine Full Page Ad (Women's Health, 2012) o ($177,605) x 10 = $1,776,050 (5 two-page side-by-side ads)

Estimation of Production Costs

§ $300,000 per unique 30 second TV spot created (3) = $900,000 (Sage Interactive, Inc, 2009)

§ Production cost of creating ad design + production cost of printing ad o More Magazine Circulation (Meredith Corporation, Circulation) (1,300,000) x 12

pages o Every Day with Rachael Ray Circulation (Rachael Ray Magazine, 2012)

(1,700,000) x 12 pages o Women’s Health Circulation (Women's Health, 2012) (1,500,000) x 10 pages o Overall Magazine Ad Production costs will be financed with the remaining

$18,100,000 IMC Support A final effort to create integrated communication would be to used public relations. In

terms of public relations, Simply Orange plans to revamp the company Facebook page, as it is

currently underutilized. The new advertisements from this campaign will be displayed on the

page, and the company will do a better job of responding to as many customer comments as

possible. The page is currently inconsistent with the company website, and would be

reorganized and designed to match it.

11  

Works  Cited  Bibel, S. (2012, November 28). ABC Wins Tuesday with "Dancing with the Stars Finale Scoring Season Highs. Retrieved November 30, 2012, from TV by the Numbers: http://tvbythenumbers.zap2it.com/2012/11/28/abc-wins-tuesday-with-dancing-with-the-stars-all-stars-finale-scoring-season-highs/159359/

BNP Media. (2012, July 18). 2012 State of the Industry: Juice & Juice Drinks. Retrieved November 20, 2012, from Beverage Industry: http://www.bevindustry.com/articles/85660-2012-state-of-the-industry--juice---juice-drinks

Brian, G. (2008, June 2). The Older Demographic of American Idol. Retrieved December 1, 2012, from Yahoo Voices: http://voices.yahoo.com/the-older-demographic-american-idol-proof-that-1493633.html?cat=2

Brockenbrough, M. (2012, September 5). Why We Love Food. Retrieved December 1, 2012, from Women's Health: http://www.womenshealthmag.com/nutrition/relationship-with-food

Cultra, S. (2012, October 2012). The Cost of 30 Second TV Commercial on Primtime TV Fall 2012. Retrieved November 30, 2012, from Domain Shane: http://domainshane.com/the-cost-of-30-second-tv-commercial-on-primetime-tv-fall-2012-and-you-only-want-to-pay-what-for-the-domain/

Meredith Corporation. (2011). 2012 Rates. Retrieved November 20, 2012, from MORE Magazine: http://www.meredith.com/mediakit/more/2012/rates.html

Meredith Corporation. (2011). Circulation. Retrieved November 21, 2012, from MORE Magazine: http://www.meredith.com/mediakit/more/2012/circulation.html

Rachael Ray Magazine. (2012). Media Kit. (L. Purcell, Ed.) Retrieved November 20, 2012, from Rachael Ray Magazine: http://www.rachaelraymag.com/rrmag/files/legal/EDWRR_MEDIA_KIT.pdf

Sage Interactive, Inc. (2009). Resource Guide Home. Retrieved November 17, 2012, from All Advertising Agencies: http://www.alladvertisingagencies.com/resources/television-advertising.html

Steinberg, B. (2011, November 14). Scripps Alters Its Usual Recipe for Food Shows. Retrieved November 30, 2012, from Ad Age: http://adage.com/article/media/cooking-channel-alters-recipe-produce-placement/230975/

Women's Health. (2012). Advertising Rates 2012. (R. Inc., Editor) Retrieved November 20, 2012, from Women's Health Magazine: http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-2012-Rates.pdf

 

12  

Figures 1: Print Advertisement

Figure 2: Print Advertisement

13  

Figure 3: Commercial Storyboard