Crystal Light

Its Your World.

Flavor It.

Brand of Kraft Foods

Low calorie fruit flavored refreshment beverage

Known internationally as Clight

Major markets include the US, Argentina, Brazil, Canada, Mexico, & Puerto Rico

Less than 10% fruit juice

Ban on advertising to children

Highly competitive market

Facebook page and Twitter not integrated

Have only had success with 35-50 year old audience

Weak social media presence

Different juice lines for consumers needs

Low calorie drinks gaining popularity

Established brand

Product is shelf stable

Made for consumers on the go

ChallengesCapture a younger audience without breaking laws on advertising to children

Improve social media presence

Goals

Create Social Media Accounts for different lines of flavored beverages

Engage audience through social media

Integrate social media pages

Integrate &

EXPAND

”

Social MediaSmart Phone ApplicationPure CampaignGoogle AdwordsFacebook Ads

Budget

Timeline

Create Social Media accounts now

Begin placing ads on Facebook and starting social media contests within 2 months

Implement “Pure” campaign and have smart phone application ready within 4 months

Evaluation and Measurement

# of fans and followers

# of visits to website

# of mentions in press

Participation in Contests

# of Retweets

Have goals been met?