SunnyD Presentation

U.S. HISPANIC INTEGRATED CAMPAIGN 2013

Confidential & Proprietary

August 13, 2012


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MEET OUR IGNITE TEAM

Stephanie Ramos - V.P. Account Service Aliette Gomez - Account Supervisor Annette Valls - Senior Account Planner Aaron Martin - Media Director Sophia Curtis - Creative Director Andres Rojas - Senior Art Director

WHERE YOU CAN FIND US


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OUR MISSION

To ignite culturally relevant conversations that drive long-lasting connections.


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SCOPE OF SERVICES


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Full Service Independent Agency Founded in 2000: 75 Employees

OUR CLIENTS


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“Increase SunnyD brand strength and make it an ‘even more valued’ member among

Hispanic households.”

THE TASK AT HAND So

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: Sun

nyD

RFP

Dec

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SUNNYD BRAND STRENGTH RELATIVELY LOW


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Sour

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FP D

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Fruit Juice Soda

CURRENTLY PERCEIVED AS THE HEALTHY COMPROMISE


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Juice Drink Compromise

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COMPETITIVE BRAND PERCEPTION

Youthful beverage

Kid-friendly, snack beverage

Healthy premium beverage


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Fun family-friendly beverage

Healthy premium beverage

SUNNYD RANKS #2 IN MEDIA SPEND

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Company Media Spending Vehicles

SunnyD $3,044,700

Spanish Language Network TV

Spanish Language Cable TV

Tampico $13,090 Spanish Spot Radio

Capri Sun $7,590,960

National Magazine Spanish Language

Network TV Spanish Language Cable

TV

Tropicana $0 No Spanish Media

Minute Maid $12,870

Spanish Spot Radio Spanish Language Cable

TV


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JUICE DRINKS WILL SURPASS FRUIT JUICES

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OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY


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RFP

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• 1 in 4 kids under 17 in the U.S. is Hispanic • The Hispanic population is projected to grow by

16% in the next 4 years with the majority of growth gained from new births

OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY


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• Hispanics establish brand loyalty much more easily than GM

• Once loyalty is established volume consumption increases as exemplified in the current Hispanic over index in consumption of SunnyD (161)

STRATEGY

• Position SunnyD as the top of mind choice juice drink for Hispanic households


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TACTIC: EXPAND TARGET TO SPANISH PREFERRED MOMS 18-49


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ONE IN FIVE OF RECOMMENDED TARGET CURRENTLY PURCHASES

SUNNYD

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GOAL

•Increase SunnyD consumers’ purchase by one more gallon/year


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•Non-SunnyD consumers buy three gallons/year (light user)

SIZE OF THE PRIZE

700,000 moms buy one gallon at $3.50 $2.44MM

700,000 moms buy 3 gallons at $3.50 $7.12MM

Total Opportunity = $9.65MM

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TARGET PROFILE


¡HOLA! SOY ELISA

• Born in Mexico City • Lives in Houston, TX • 32 years old • Spanish preferred • Married • Mother of two • HH Income: $40k/yr


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PERSONAL THOUGHTS


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Health

Budget Fun

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WHAT ELISA CURRENTLY THINKS:

“My children like the taste of SunnyD, but I do not serve it often because it’s not very healthy.”

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WHAT WE WANT HER TO THINK:

“Since SunnyD has 40% less sugar than sodas, I can feel good about treating my kids with a drink

they love.”


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STRATEGIC PLATFORM

Fun moments deserve SunnyD.


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CREATIVE


PRINT


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PRINT


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WEB BANNER


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DIGITAL


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EXPERIENTIAL MARKETING

• “The celebration of your imagination” • Flavor sample tent • Giveaways • Photo booth • T-shirt contest • Bounce House


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MEDIA


OBJECTIVES & STRATEGY

Maximize reach of target audience

Achieve combined reach of 70% per initiative

Ensure impactful communication

Launch in markets with high concentrations of our target

Provide media support for all plan elements

Leverage media buys to support all initiatives


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MARKETS


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• Highest concentration of target • Highest Juice Drink consumption

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MEDIA HABITS


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http://www.bing.com/images/search?q=facebook+logo&id=E5AB4CE74B9068D6CEA188AD7C331F75A3F01667&FORM=IQFRBA

TACTICS & FLOWCHART


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MEDIA MIX


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$2,069,344 41%

$622,560 13%

$420,000 8%

$653,824 13%

$734,272 15%

$500,000 10%

TV Radio Print Digital/Social Experiential In store

WHY IGNITECULTURA?


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THANK YOU!

APPENDIX


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Sour

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FP

32.7 25.4 32.8 34.9

68.490.5

TUS Grocery Mass Wal-Mart Club Dollar

Total Hispanics – Volume ShareSunny MM Tamp Trop Welch Pvt Lbl AO

SUNNYD IS SHARE LEADER


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Sour

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FP D

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21.4%

22.5%

20.8%

5.9%

32.2%

Dollar Share (Groceries)

SunnyD Minute Maid Tampico Tropicana Other

Competition with grocer channel


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Sun

nyD

RFP

Dec

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2012

, U.S

. Cen

sus

2010

Expand Target Audience

Hispanic population 50.5MM

Hispanic population 50.5MM

Hispanic Moms 18-49 9.24MM

Hispanic Moms 18-49 9.24MM

Spanish Only

2.09MM

Spanish Preferred 4.69MM

Juice Drinks 1.57MM

Juice Drinks 3.49MM


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HOW IS SUNNYD CONSUMED? So

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: Sur

vey

Mon

key


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HOUSEHOLD SIZE


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How Hispanic HH stack up to the GM

JUICE DRINKS WILL STEAL MARKET SHARE OF THE FRUIT JUICES


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SunnyD Presentation

Documents

Transcript of SunnyD Presentation