V8 V-Fusion 100% Juice Advertising Campaign Team 3 Jake Azevedo, Shayne Caffrey, Estefania Calderon,...

V8 V-Fusion 100% V8 V-Fusion 100% Juice Advertising Juice Advertising CampaignCampaignTeam 3Team 3Jake Azevedo, Shayne Caffrey, Estefania Calderon, Lexie Jake Azevedo, Shayne Caffrey, Estefania Calderon, Lexie SalernoSalerno

AgendaAgenda

Background & Creative Brief – JakeBackground & Creative Brief – Jake

Focus Group – ShayneFocus Group – Shayne

Media Plan & Creative Strategy – EstefaniaMedia Plan & Creative Strategy – Estefania

Creative Executions - LexieCreative Executions - Lexie

Background & Background & Creative BriefCreative Brief

BackgroundBackground

Narrowed focus to 100% shelf-stable juiceNarrowed focus to 100% shelf-stable juice

2013 100% juice sales = $9.6 billion2013 100% juice sales = $9.6 billion Sales are currently in decline, but are expected Sales are currently in decline, but are expected

to plateau or grow in the next few yearsto plateau or grow in the next few years


Segment trendsSegment trends Increased importance of nutritionIncreased importance of nutrition

Low calorie/sugar free juice drinks are on the riseLow calorie/sugar free juice drinks are on the rise Gluten freeGluten free

Flavor trendsFlavor trends Top 5 flavors: orange, apple, grape, fruit punch, Top 5 flavors: orange, apple, grape, fruit punch,

and mangoand mango Popular new flavors: coconut, lemon, and Popular new flavors: coconut, lemon, and

cranberry cranberry


Evoked SetEvoked Set Ocean Spray 100% JuiceOcean Spray 100% Juice Juicy JuiceJuicy Juice

V8 V-Fusion 100% Juice has 1.5% market V8 V-Fusion 100% Juice has 1.5% market share, or $144 million in salesshare, or $144 million in sales Juicy Juice has 3.4% market share, or $326 Juicy Juice has 3.4% market share, or $326

million in salesmillion in sales Ocean Spray has 2.4% market share, or $230 Ocean Spray has 2.4% market share, or $230

million in salesmillion in sales

Taste TestTaste Test


V8 V-Fusion 100% Juice strengthsV8 V-Fusion 100% Juice strengths HealthyHealthy

Contains full serving of vegetables and fruitsContains full serving of vegetables and fruits Contains more vitamins and minerals than evoked Contains more vitamins and minerals than evoked

set membersset members Unique flavorsUnique flavors

V8 V-Fusion 100% Juice weaknessesV8 V-Fusion 100% Juice weaknesses TasteTaste CostCost

Positioning StatementsPositioning Statements

V8 V-Fusion 100% Juice offers exotic flavor V8 V-Fusion 100% Juice offers exotic flavor blendsblends

V8 V-Fusion 100% Juice has more vitamins and V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brandsminerals than other 100% juice brands

V8 V-Fusion 100% Juice contains a full serving V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruitof vegetables and a full serving of fruit

Focus GroupFocus Group


TThe 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


Moderator question highlightsModerator question highlights Participants agreed that health benefits were Participants agreed that health benefits were

important in 100% juice, but differed on what important in 100% juice, but differed on what “healthy” meant.“healthy” meant.

Most had not tried V8 V-Fusion 100% Juice Most had not tried V8 V-Fusion 100% Juice before, but were familiar with V8 brandbefore, but were familiar with V8 brand

They expected blended fruit and vegetable They expected blended fruit and vegetable juices to taste healthier (i.e. bitter) than just juices to taste healthier (i.e. bitter) than just 100% fruit juices100% fruit juices

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Positioning Statement Positioning Statement #1#1

V8 V-Fusion 100% Juice offers exotic flavor V8 V-Fusion 100% Juice offers exotic flavor blends blends

Strengths: Liked the concept of “exotic”Strengths: Liked the concept of “exotic”

Weaknesses: Too general, exotic doesn’t Weaknesses: Too general, exotic doesn’t mean good tastingmean good tasting

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V8 V-Fusion 100% Juice has more vitamins and V8 V-Fusion 100% Juice has more vitamins and minerals than other 100% juice brandsminerals than other 100% juice brands

Strengths: Sounds healthy, liked Strengths: Sounds healthy, liked vitamins/mineralsvitamins/minerals

Weaknesses: Participants were skeptical, Weaknesses: Participants were skeptical, comparativecomparative


V8 V-Fusion 100% Juice contains a full serving V8 V-Fusion 100% Juice contains a full serving of vegetables and a full serving of fruitof vegetables and a full serving of fruit

Strengths: Healthy implications, convenientStrengths: Healthy implications, convenient

Weaknesses: Participants were unclear of what Weaknesses: Participants were unclear of what constitutes a “full serving”constitutes a “full serving”

Winning StatementWinning Statement

Positioning Statement 3: V8 V-Fusion 100% Positioning Statement 3: V8 V-Fusion 100% Juice contains a full serving of vegetables and Juice contains a full serving of vegetables and a full serving of fruita full serving of fruit

7 out of 8 participants rated this statement as 7 out of 8 participants rated this statement as the best among the threethe best among the three

Getting a full serving of vegetables was Getting a full serving of vegetables was particularly enticing to participantsparticularly enticing to participants

Media PlanMedia Plan


Objective 1: Develop an advertising campaign Objective 1: Develop an advertising campaign in 2015 that will run for a maximum of 12 in 2015 that will run for a maximum of 12 months of the yearmonths of the year Strategy 1: Advertise in Phoenix metro prime Strategy 1: Advertise in Phoenix metro prime

time TV April-August 2015time TV April-August 2015 Strategy 2: Purchase national social media Strategy 2: Purchase national social media

advertising January-December 2015advertising January-December 2015


Objective 2: Utilize a maximum of 75% of the Objective 2: Utilize a maximum of 75% of the budget in Phoenix metro prime time television budget in Phoenix metro prime time television mediamedia Strategy 1: Advertise April-August 2015Strategy 1: Advertise April-August 2015 Strategy 2: Every month from April to August, Strategy 2: Every month from April to August,

run 34 spots per month, totaling 170 total spotsrun 34 spots per month, totaling 170 total spots


Objective 3: Utilize a minimum of 10% of the Objective 3: Utilize a minimum of 10% of the budget on national social media efforts during budget on national social media efforts during 12 months of the year12 months of the year Strategy 1: Purchase advertising January Strategy 1: Purchase advertising January

through December 2015through December 2015 Strategies 2, 3, & 4: Utilize Facebook, Twitter, Strategies 2, 3, & 4: Utilize Facebook, Twitter,

and Instagram to promote V8 V-Fusion 100% and Instagram to promote V8 V-Fusion 100% Juice with daily posts and special promotions Juice with daily posts and special promotions designed to encourage consumers to make an designed to encourage consumers to make an initial purchaseinitial purchase


Objective 4: Utilize a maximum of 15% of the Objective 4: Utilize a maximum of 15% of the budget to conduct and promote “V-Fusion Veg budget to conduct and promote “V-Fusion Veg Out” eventsOut” events Offer free samples of product at farmers markets Offer free samples of product at farmers markets

in the top 10 US marketsin the top 10 US markets Use targeted Facebook and Twitter ads in select Use targeted Facebook and Twitter ads in select

ZIP codes to promote the eventZIP codes to promote the event


Objective 5: Utilize digital coupons for Objective 5: Utilize digital coupons for smartphones to promote V8 V-Fusion 100% smartphones to promote V8 V-Fusion 100% Juice Juice Create mobile coupons to be distributed via Create mobile coupons to be distributed via

coupon apps, such as Coupon Sherpa and coupon apps, such as Coupon Sherpa and Checkout 51Checkout 51

Distribute the coupons for 12 months of the yearDistribute the coupons for 12 months of the year

Creative StrategyCreative Strategy


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

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Target Audience: Target Audience: Demographics:Demographics:

People in the age group 18-44 are the primary People in the age group 18-44 are the primary consumers consumers

Households with children are more likely to Households with children are more likely to purchase shelf stable 100% juicepurchase 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 Consumption is nearly equal between men and womenand women

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Personality profile:Personality profile:

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


Key BenefitKey Benefit V8 V-Fusion 100% Juice is an easy way to get a V8 V-Fusion 100% Juice is an easy way to get a

full serving of fruits and vegetablesfull serving of fruits and vegetables

Reasons WhyReasons Why All varieties of V8 V-Fusion 100% Juice contain All varieties of V8 V-Fusion 100% Juice contain

fruits and vegetables like sweet potatoes, fruits and vegetables like sweet potatoes, carrots, and pearscarrots, and pears

V8 V-Fusion 100% Juice is a tastier and easier V8 V-Fusion 100% Juice is a tastier and easier way to consume vegetables than eating the way to consume vegetables than eating the actual vegetableactual vegetable


Tone StatementTone Statement EnergeticEnergetic FunFun

Creative ExecutionsCreative Executions

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Creative ExecutionsCreative Executions

Three potential Facebook executionsThree potential Facebook executions

Digital coupon executionDigital coupon execution

TV storyboardTV storyboard

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Creative Execution 1Creative Execution 1

Creative Execution 2Creative Execution 2

Final Creative SelectionFinal Creative Selection

Why was this Why was this selected?selected?

This execution This execution reflected our reflected our creative strategy creative strategy best because it best because it visually shows fruits visually shows fruits and vegetables and and vegetables and depicts easy, fun, depicts easy, fun, and energetic.and energetic.

Alternative New Media Alternative New Media ExecutionExecution

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TV ExecutionTV Execution

TV ExecutionTV Execution

Any Questions?Any Questions?

V8 V-Fusion 100% Juice Advertising Campaign Team 3 Jake Azevedo, Shayne Caffrey, Estefania Calderon,...

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