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ADV 492 Spring 2011
Citation preview
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?