Ice Mountain Bottled Water*

*By Dominic Mertens-Pellitteri

Contents

2 ........ Executive Sumary

3 ............... Creative Brief

4 ......... Consumer Profile

5-7 ............................ Print

8 ............... Out-of-Home

9 ...................... Television

10 ......................... Digital

2

Executive Summary**The concept behind this campaign started out as a desire to showcase the eco-friendly benefits of Ice Mountain Bottled Water and shatter the false misconception that the bottles cannot be recycled. However, it evolved into more of a borrowed interest campaign of a call to action to recycle the plastic bottles. I think the ads of the campaign successfully accomplish AIDA with powerful, attention-getting images, interesting information about helping reduce harmful waste, and a call to action to recycle, visit the website, or just choose Ice Mountain when buying bottled water.

*The tagline, “Good for you. Good for the planet.” came about as a simple way of saying Ice Mountain Brand bottled water is not only a 100% natural and pure alternative to other beverages like soda, but also to let people know that Ice Mountain is taking steps to help reduce harmful waste from plastic water bottles to help ensure a healthy planet. The “Good for you.” part of the tagline could also be used to extend the campaign further to focus on the fact that water is a healthier choice than beverages like soda.

3

Creative Brief**What do we want to accomplish?The main objective of this campaign will be to promote Ice Mountain Natural Spring Water as the most eco-friendly bottled water and to break the misconception that the plastic from the bottles cannot be recycled and re-used.

*Whom are we talking to?Younger adults who are environmentally conscious and are interested in drinking bottled water because of its convenience and pure quality.

*What do they think now?The target audience may have reservations about drinking bottled water because they think that the bottles cannot be recycled and are therefore harmful to the environment.

*What do we want them to think?We want to instill a brand image in their minds of Ice Mountain as the original producer of the “eco-friendly” water bottle and the most dedicated to the commitment of environmentally friendly bottled water. We also want to break the misconception that plastic water bottles cannot be recycled and reused by informing them of what recycled plastic from the bottles can be used to make. If they are thinking of purchasing bottled water, we want them to think first, and only, of Ice Mountain.

*Why should they think this?• Ice Mountain bottles are made with up to 30% less plastic than other beveragebottles of similar size, requiring less energy to make and resulting in a reduction of CO2 emissions. • Ice Mountain Eco-Shape bottles are shaped so they flexible, making them easier to crush for recycling, ultimately reducing energy used in the recycling process.• Ice Mountain has now introduced an “eco-friendly” cap on their bottles, which also uses less plastic, energy, etc.

*What is our message?Ice Mountain is the most environmentally-conscious way to drink bottled water.

4

Consumer Profile*

*Julia

Female

21 years old

College student

Busy schedule: School, work, volunteering, working out, friends

Environmentally-conscious

5

Print

6

Print

7

Print

*ComfyÊfleeceÊjacketsÊareÊonlyÊoneÊofÊtheÊmanyÊthingsÊthatÊcanÊbeÊmadeÊfromÊrecycledÊIceÊMountainÊplasticÊwaterÊbottles.ÊByÊrecyclingÊtheseÊbottles,ÊweÊcanÊreduceÊwasteÊinÊlandfillsÊaroundÊtheÊworldÊandÊhelpÊensureÊaÊhealthyÊplanetÊforÊgenerationsÊtoÊcome.ÊViewÊourÊlineÊofÊEco-WearÊatÊicemountainwater.com

Out-of-Home

8

Television

9

(Dramatic Music)Did you know these bottles can

be recycled?

But only 25% actually are... Ice Mountain wants to change that number.

Recycled bottles can be given new life as comfortable fleece

clothing…

And even carpet. Help us reduce waste in landfills and ensure a healthy planet for

generations to come…Please recycle.

Ice Mountain.Good for you. Good for the

planet.

Digital

10

*The idea for a digital component of the Ice Mountain campaign is to create a line of “Eco-Wear” apparel (fleece jackets, etc.) that are made from recycled plastic water bottles. This will serve three purposes:

1) Demonstrate the practical uses of recycled plastic water bottles 2) Engage those who are interested in the cause, and propel them to spread the word to others 3) A portion of sales would benefit the National Parks Conservation Association, an organization that Ice Mountain already has a relationship with and who’s mission ties in with the campaign

The “Eco-Wear” line will be sold exclusively through the Ice Mountain website, icemountainwater.com, and will be promoted through the use of social media.