U.S. HISPANIC INTEGRATED CAMPAIGN 2013 August 13, 2012 Confidential & Proprietary
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
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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
Full Service Independent Agency Founded in 2000: 75 Employees Confidential & Proprietary 5
OUR CLIENTS
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THE TASK AT HAND
Source: SunnyD RFP Deck
“Increase SunnyD brand strength and make it an ‘even more valued’ member among Hispanic households.”
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Source: Simmons 2012
SUNNYD BRAND STRENGTH RELATIVELY LOW
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Source: SunnyD RFP Deck
CURRENTLY PERCEIVED AS THE HEALTHY COMPROMISE
Fruit Juice
Juice Drink Compromise
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Soda
COMPETITIVE BRAND PERCEPTION
Fun family-friendly beverage Youthful beverage
Source: Adviews 2011, Mintel 2012
Kid-friendly, snack beverage Healthy premium beverage Healthy premium beverage Confidential & Proprietary 10
SUNNYD RANKS #2 IN MEDIA SPEND
Source: Adviews 2011
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
$12,870
Spanish Spot Radio Spanish Language Cable TV
Minute Maid
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Source: Mintel 2012
JUICE DRINKS WILL SURPASS FRUIT JUICES
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Source: Mintel 2012, Arbitron 2012, RFP Deck, U.S. Census 2010, Associated Press 2012
OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY
• 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
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Source: Mintel 2012, Arbitron 2012, RFP Deck, U.S. Census 2010, Associated Press 2012
OPPORTUNITY: WIN HISPANICS, LEAD THE JUICE DRINK CATEGORY • 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)
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STRATEGY •
Position SunnyD as the top of mind choice juice drink for Hispanic households
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Source: Simmons 2012
TACTIC: EXPAND TARGET TO SPANISH PREFERRED MOMS 18-49
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Source: Simmons 2012
ONE IN FIVE OF RECOMMENDED TARGET CURRENTLY PURCHASES SUNNYD
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SIZE OF THE PRIZE
GOAL •Increase SunnyD consumers’ purchase by one more gallon/year
700,000 moms buy one gallon at $3.50 $2.44MM
•Non-SunnyD consumers buy three gallons/year (light user)
700,000 moms buy 3 gallons at $3.50 $7.12MM
Total Opportunity = $9.65MM Confidential & Proprietary 18
TARGET PROFILE
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¡HOLA! SOY ELISA
• • • • • • •
Born in Mexico City Lives in Houston, TX 32 years old Spanish preferred Married Mother of two HH Income: $40k/yr Confidential & Proprietary 20
PERSONAL THOUGHTS
Source: Simmons 2012
Health
Budget Fun Confidential & Proprietary 21
WHAT ELISA CURRENTLY THINKS:
Source: Survey Monkey 2012
“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
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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
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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
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Provide media support for all plan elements
Leverage media buys to support all initiatives
Source: Simmons 2012 & Adv. Age Hispanic Fact Pack 2012
MARKETS
• Highest concentration of target • Highest Juice Drink consumption Confidential & Proprietary 34
MEDIA HABITS
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TACTICS & FLOWCHART
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MEDIA MIX $500,000 10% $734,272 15%
$2,069,344 41%
$653,824 13% $420,000 8% TV
Radio
$622,560 13% Digital/Social Experiential
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In store
WHY IGNITECULTURA?
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THANK YOU!
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APPENDIX
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SUNNYD IS SHARE LEADER Total Hispanics – Volume Share Sunny
MM
Tamp
Trop
Welch
Pvt Lbl
AO
90.5 68.4
Source: SunnyD RFP
32.7 TUS
25.4 Grocery
32.8
34.9
Mass
Wal-Mart
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Club
Dollar
Competition with grocer channel
Dollar Share (Groceries) 21.4%
Source: SunnyD RFP Deck
32.2%
22.5%
5.9% 20.8% SunnyD
Minute Maid
Tampico
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Tropicana
Other
Expand Target Audience
unnyD RFP Deck, Simmons 2012, U.S. Census 2010
Hispanic population Hispanic population 50.5MM 50.5MM Hispanic Moms 18-49 9.24MM
Hispanic Moms 18-49 9.24MM
Spanish Only 2.09MM
Spanish Preferred 4.69MM
Juice Drinks Juice Drinks 1.57MM 3.49MM
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Source: Survey Monkey
HOW IS SUNNYD CONSUMED?
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HOUSEHOLD SIZE How Hispanic HH stack up to the GM
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JUICE DRINKS WILL STEAL MARKET SHARE OF THE FRUIT JUICES
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