Pitch Assignment

PITCH Assignment

MKTG13-302 Vodka Cruisers Sugar Free Range

dRafi Advertising

Contents.

03 PROBLEM STATEMENT

The problem surrounding the marketing of Vodka Cruisers’ Sugar Free range.

04 TARGET AUDIENCE

Description of the Sugar Free range’s target audience using multiple segments.

07 MARKETING ENVIRONMENT

Discussion on the marketing environment of the Sugar Free range and the factors which affect the consumer buying behaviour of the target audience.

08 COMMUNICATION OBJECTIVES

Discussion of the clear and coherent communication objectives of this pitch with reference to a hierarchy of effects model.

10 CREATIVE STRATEGY

Discussion, explanation and examples of the overall creative strategy proposed for Vodka Cruisers’ Sugar Free products.

13 MEDIA STRATEGY

Discussion of chosen media vehicles and their benefits and compatibility to the creative strategy as well as a overview of the media scheduling.

16 OTHER PROMOTIONAL TOOLS

List of other relevant promotional tools proposed to use in conjunction with techniques in this report.

17 REFERENCES 18 APPENDICES

AdRafi Team Contributors Tom Lock - 13220257, Alana Ogilvy - 13306869, Allysha Hannant -13298131 and Brigette Foot - 13173364

selected media and creative strategies do not align with targeting this particular market. As a result, this selected target audience is not exposed to the product range at all, and consequently, the majority of their target market has no awareness or knowledge of the product. This makes it very difficult to facilitate the ultimate goal of any business; brand loyalty (Belch & Belch, 2012).

Communication Message Unfortunately, upon analysis of the available marketing material, there is no clear and consistent message delivered to the target audience. Sugar Free Vodka Cruisers are often lost amongst the promotion of the traditional range or are promoted as a ‘guilt free’ alternative as a way to save one’s sugar consumption and calorie intake for other sweet indulgences, including donuts and ice cream (Appendix I). Vodka Cruiser have failed to establish a clear and coherent message which can be consistently communicated to the most appropriate audience across multiple media channels.

Additionally, they have erred in developing a consistent message which differentiates this product range from other alternatives.

Positioning Vodka Cruiser is the leading brand in the alcoholic pre-mixed ‘ready-to-drink’ (RTD) market (The Shout, 2012). Three Sugar Free flavours (Citrus Blend, Pomegranate and Guava, and Mixed Berry) were introduced as a strategy to maintain this leading position in the market (The Shout, 2012). However, whilst Vodka Cruiser may be positioned as a market leader in the normal RTDs, their brand is not known for their Sugar Free range (The Shout, 2012). Thus, it is proposed that Vodka Cruiser position themselves as the number one brand for ‘healthier’ alcoholic options based on the product’s quality and attributes. A significant detrimental impact on their brand is their online presence which needs to be constantly monitored. A simple Google web and image search returns results of product recalls and videos of individuals participating in dangerous alcohol games.

Furthermore, it is vital that the ‘bright, bubbly and fun’ brand personality and image of Vodka Cruiser is also portrayed throughout the marketing strategies of the Sugar Free range (Vodka Cruiser, 2014). This is because whilst the refined target market will be conscious of their calorie and sugar intake, they still possess bubbly and fun personalities who enjoy having fun and socialising. However, in relation to the Sugar Free range, more emphasis on balancing good times with well-being will be necessary to establishing a connection with the refined market (Belch & Belch, 2012).

Target Market Research revealed that Vodka Cruiser aims to target their Sugar Free range to females between 25 and 35 who are ‘fashionable, spontaneous, flirtatious and empowered’ and who aspire to ‘balance great times with well being’ (Vodka Cruiser, 2014) (Advertising Review Board, 2013). As discussed below, it is evident that both the

Media Channels As previously mentioned, liquor advertising regulations significantly restrict the ways in which various media channels can be utilised (Advertising Review Board, 2013). This may be a contributing factor to the findings that only two channels have been used for the Sugar Free Vodka Cruisers. These channels include print through magazine advertisements and the internet via the Vodka Cruiser website and Facebook social media page. These channels are ineffective in targeting the selected target market for Sugar Free Vodka Cruisers as they are currently used incorrectly and inconsistently, failing to create awareness of the product and creating interest amongst this audience. The channels have failed to make the most of the unique benefits to each channel. This is also caused by an ineffective and incompatible creative strategy which has facilitated low engagement and involvement.

The Website is a useful tool for communicating their brand image/ personality, promotions and products to their customers, but they have not effectively used search engine optimisation to give the Website top search results, and do not direct any internet traffic back to their Website. Additionally, their Facebook page only has over 29,000 likes with individual posts attracting likes between 6 and 700, with competition posts attracting the highest amount of interaction. This low level of engagement on ‘normal’ posts is because they are irrelevant to the target audience (see Appendix II for examples).

Their magazine advertisements in WHO and Cosmopolitan were found to contravene advertising regulations and have never been continued or refined. The creative strategy not only promoted underage drinking, but promoted the Sugar Free Cruisers as ‘guilt free’. This was misleading as any alcohol intake is not completely guilt free because there are still calories included in the alcoholic content, and any alcoholic intake is not good for your health (Advertising Review Board, 2013). Whilst these selected magazines had readers who were consistent with their target market, unfortunately the credibility of the advertisement was diminished due to the communication of an untruthful message not supported with rational appeals (magazine.org, 2009).

Creative Strategy The creative strategies used by Vodka Cruiser are ineffective in attracting the appropriate audience as they lack divergence, relevance and credibility. Their current use of graphics, featuring illustrations and water colours, is on trend, however is often inconsistent with the headlines or copy. This can be linked to an ineffective use of rational and emotional appeals and a failure to have a distinct major selling idea. The creative execution is not creative and attention grabbing, and often does not support the message being communicated. Consequently, this has caused the advertisements to not foster attention, understanding and action amongst the audience.

Problem Statement.

Since the Sugar Free Vodka Cruisers launch in 2012, there has been very little marketing of this niche product range. There is currently, and has been, a strong emphasis on promoting the traditional range, consequently overshadowing the marketing of the Sugar Free range. Furthermore, of the little marketing executed, it has been ineffective in a myriad of ways. The primary overall reason for this is due to an ineffective marketing strategy which is unclear, and inconsistent with the target market, media strategy and creative strategy. This has resulted in different messages being communicated across different platforms.

Furthermore, research also indicated that this target market is an inappropriate one to target for this particular product (The Shout, 2012). Whilst it is acknowledged that there are liquor advertising regulations, the creative execution of the proposed campaign will ensure their is no encouragement of underage drinking or excessive and dangerous consumption of alcohol (Advertising Review Board, 2013). As a result of these findings, it is proposed (within the Target Market section of this report) that the target market be refined to 21 to 28 year old females who are conscious about their overall health. In particular they are very conscious of their sugar and calorie intake and its overall impact on their body image. Additionally, they are females who balance their health consciousness with being social and maintaining their popularity in the ‘social light’. This refines the target market to a younger demographic who are still in the ‘party’ phase of their life, but still have strong focus on their health. This will ensure the correct audience is receiving and acting upon communication messages and assist with placing the products and brand within the evoked set of the consumer.

Target Audience.

As previously mentioned, the target market is to be refined to capture attention and action from the most appropriate users of Sugar Free Vodka Cruisers.

Establishment of the correct segmentations will assist in the achievement of the communication objectives and overall long term goal (see Communication Objectives section). To facilitate the identification of the most appropriate audience, five segments have been selected. These are outlined below with a summary of characteristics found in Figure 1.

The proposed campaign has refined the target market to females between 21 and 28 who have a socially oriented lifestyle which they carefully balance with looking after their body image. In particular, they are health conscious of their calorie, sodium and sugar intake and the impacts this has on their well being.

As opposed to the original target market of 25 to 35 year olds, this new market will capture a younger demographic who are still in the party scene, prefer cheaper, tastier drink options, but also like to balance this with their healthy lifestyle.

Geographic Geographic factors are an important variable to consider in regards to the target audience of Sugar

Free Vodka Cruiser as this will determine the areas to specifically target (Kokemuller 2014). This segmentation divides the market into factors including neighbourhoods, cities, countries and world regions (Kokemuller 2014). In consideration of this, as a product which is available and usable nation wide, a national scale approach has been adopted.

However, a heavier focus on promotional material will be evident in cities (such as Sydney, Melbourne, Brisbane and Gold Coast) as these areas are more populated and offer more events and promotional opportunities which align with this campaign (Australian Bureau of Statistics, 2013).

Demographic This segmentation focuses on age, gender, and relationship status. As mentioned earlier, females between 21 and 28 will be targeted. Additionally, they are either single or in a ‘casual’ relationship (not married/not with long term partner). They are more likely to be studying, recently employed or employed in part time or casual jobs (more likely retail, administration or hospitality) (Schroer, 2002).

Generation Y & Eco-Boomers are targeted because

Geographic

Demographic

Socio-Economic

• National Scale • Larger Cities • Sydney, Melbourne, Gold Coast, Canberra

• Females • Single or in Relationship • Recently Employed •Students • Generation Y & Eco Boomers

• Price Sensitive • Minimal Disposable income • Cheap Tasty Beverage, that wont break the budget

Psychographic • Working and Middle Class • Low income earners • Outgoing & Social • Desire to belong •Bubbly, Fun, • Healthy Lifestyle

Figure 1: Summary of segmentation variables.

04 Sugar Free Vodka Cruisers

Behavioural •Motivated to stay healthy and fit • Pride in their appearance

they are tech savvy and still apart of the ‘party scene’, meaning our creative and media strategies can focus on particular technological and social methods to target them effectively.

Socio-Economic As this segment focuses on income and price sensitivity Sugar Free Vodka Cruisers will be targeted at females who fall within the low to middle income earners bracket. This is because they are price sensitive and do not have enough disposable income to purchase expensive alcohol options (Schroer, 2002).

Psychographic The psychographic variable is the most important segmentation for this campaign as it considers factors such as personality, social class and lifestyle, all of which are crucial to the proposed campaign (Examtutor, 2012) (Belch & Belch, 2012).

Social Class This campaign will be targeting females in the working and middle classes due to their income levels inherent position in society. This factor is also indicative of drink choices because it depends on what they can afford to consume, the particular norms of the social group, and the particular individual’s status within that group (Bellisle, 2005).

Because of this element, the more outgoing and leader of the social group will be targeted as to align with the particular personality Sugar Free Vodka Cruisers should target.

Lifestyle Factors An individual’s potential interests and uses of various products can be determined by what goods an individual consumes (Mark Media, 2014). Upon consideration of Maslow’s Hierarchy of Needs, the levels which Sugar Free Vodka Cruisers fulfils are the physiological needs associated with feeling a sense of belonging and esteem in regards to their body image and sense of confidence (McLeod, 2007).

It is important for this target market to remain in the social light, and connected to a group, whilst still living a healthy lifestyle to ensure their body image can enhance their self confidence.

05 Sugar Free Vodka Cruisers

Personality As personality segmentation focuses on positioning brands with a personality that matches the consumer’s, bubbly, outgoing and fun females will be targeted to ensure there is a strong connection between the brand and consumers (Mark Media, 2014)..

Behavioural Because this segmentation focuses on how consumers will respond, use or learn about a product, the proposed campaign will focus on what motivates the selected target market to do these three things (Riley, 2012). As the selected target market are motivated to stay healthy with a positive body image, and to attend social events to have fun and remain in the social sphere, they will be in search of a beverage which can deliver healthier options.

In relation to communicating the health benefits of the Sugar Free Vodka Cruisers, credibility is necessary to ensure the truth is communicated to the audience. Although education levels are not high within this audience, they are aware of health implications and will be able to identify any flaws.

Marketing Environment.

Major factors affecting the consumer behaviour of the target audience includes a shift in females taking a strong approach to their appearance in terms of dieting and fitness, price sensitivity and social influences.

sugar free alternatives with a rise in knowledge and research of the harmful effects of sugar. Therefore, it is still likely that those who enjoy social outings will prefer this alternative to other RTDs and alcoholic beverages on the market.

Health Trends Health trends are a major factor that affects the consumer’s behaviour of the target market, mainly in the area of psychographics. This issue affects this segmentation because health trends among females can change a female’s lifestyle.

Fitness In addition to the new healthy food trends and dieting options, going to the gym is another major factor that affects the consumer behaviour of the target audience. As the advertisement campaign is targeting females who are health conscious, these consumers are interested in maintaining a healthy body image. Because of this they may spend more time attending the gym and less time socializing with friends. However, to overcome this, we are specifically targeting the females who enjoy socialising and need to fulfill the need associated with remaining in the social spotlight.

Dieting Whilst the advertisement campaign is promoting a ‘lighter way to drink’ alcoholic beverages, the potential of new diets and health trends for females, such as super juices, and organic diet options that cut out alcohol, can potentially damage the target market (Melink 2014). Additionally, this target market may decrease in number overtime as this shift towards dieting continues and the number of individuals participating in regular social drinking decreases.

Regardless of this, there is a growing trend towards

Social Influences Social influences are the affect that people have upon the beliefs or behaviours of others (Borlagda, et al., 2007). Because of this, the target audience that the advertisement campaign is focusing on could be

07 Sugar Free Vodka Cruisers

impacted by what other individuals’ (friends, family and the public’s) opinions on the drink what is considered the popular drink to be consuming.

Price Sensitivity As mentioned previously, as the target audience is in the low to middle income levels, they will be price sensitive. This means they search for value for money and will prefer lower priced products because of their minimal disposable income. This will be overcome through our campaign through emphasising the benefits needed by the consumer in their drink purchases, positioning the brand as the first (and ambitiously, the only) brand which can fulfil all their desires. This will hopefully emphasise the quality and attributes of the product as more important than the price. Additionally, promotions will be run throughout the year to discount the products and use other techniques to provide additional value.

Communication It is imperative in today’s world for the communication message to be understood by the receiver, and for the sender to understand how the receiver will understand this message (Belch & Belch, 2012). This means that it is crucial for Vodka Cruiser to have a better understanding of their target market to ensure their communication objectives will be properly received and understood by them.

Communication Objective #1 To create an 80% awareness of the Sugar Free range amongst 21-28 year old females within six months of the campaign.

Vodka Cruiser’s communication message will focus on emphasising the benefits of the product compared to traditional RTDs and other alcoholic beverages available. These benefits include natural flavours, lower calories, zero carbohydrates and zero sugar. The main aim is to enhance awareness of this range and to communicate to the appropriate audience that Vodka Cruisers’ Sugar Free options are ‘the lighter way to drink’.

Communication Objective #2 To communicate the benefits, to 60% of the target audience so they become interested in Sugar Free Vodka Cruisers.

To successfully deliver this message Vodka Cruiser needs to have close consideration to the communication effects pyramid (seen in Figure 2). This model highlights the importance of accomplishing lower level objectives, such as awareness and knowledge of the Sugar Free range, before progressing to the achievement of higher objectives (Koekemoer, 2004). As described below, each level will require the implementation of different promotional techniques to achieve these objectives (Koekemoer, 2004). This is because the target audience possesses a different form of response at each stage and a different tactic is needed to facilitate such a response.

Communication Objective #3 To create positive feelings towards the Sugar Free Vodka Cruisers among 50% of the audience and for a 25% preference to be ascertained within 8 months of campaign.

To influence the trial of the Sugar Free range amongst 25% of the target audience within one year of campaign launch.

Long Term Objective: Reposition the brand of Vodka Cruiser as to become the number one alcoholic RTD brand for the target market within one year of campaign launch.

This will assist in placing the Sugar Free Range in the evoked set of the appropriate target market and likely to drive sales of other product ranges, such as the standard Vodka Cruiser range.

Communication Objective #4

Communication Objective #5 For 10% of 21-28 year old females to repurchase products from the Sugar Free range and become a loyal customer of the brand within one year of campaign.

08 Sugar Free Vodka Cruisers

Objectives.

Communication Effects Pyramid Cognitive This level of response concerns rational thinking and reasoning and as the Sugar Free range is relatively new and unknown to the target audience, these first objectives are very crucial to the overall campaign (Koekemoer, 2004).

Cognitive stages require information and facts to build the product category.

Awareness Objective: To create an 80% awareness of the Sugar Free range amongst 21-28 year old females within six months of the campaign. This objective will be achieved by creating a broad level of awareness amongst the target audience through clear and consistent repetitive advertising across a variety of media channels.

Knowledge Objective: To communicate the benefits, including natural flavours, less calories and sugar free, to 60% of the target audience so they become interested in Sugar Free Vodka Cruisers. This is an important step because it is not only vital that the target audience is aware of the product, but that they understand the natural flavour and sugar free benefits. As highlighted in the Creative Strategy, this objective will primarily be achieved through the particular design and execution of our online

video and print advertisements which will feature comparisons, facts and statistics and both rational and emotional appeals.

Affective This stage requires changing attitudes and creating desires. The challenge at this level is to overcome the stigma that sugar free beverages are less tasty, and to create the desire that the sugar free option is a better alternative compared to traditional RTDS, competitor’s RTDS and other alcoholic alternatives..

Liking and Preference Objective: To create positive feelings towards the Sugar Free Vodka Cruisers among 50% of the audience and for a 25% preference to be ascertained within eight months of the campaign.

This level of response focuses on creating positive feelings towards the brand. Once consumers are aware of the brand, they must move on to the stages of liking and preference (Koekemoer, 2004). It is recognised that there are some members of the target audience who are already aware of the Sugar Free range, and therefore, this too is a very important response level for Vodka Cruiser. Furthermore, whilst only a relatively small percentage will actually develop a liking and/or preference to Vodka Cruiser, the benefits of

Figure 2: Summary of segmentation variables.

09 Sugar Free Vodka Cruisers

the product still need to be reinforced to ensure this percentage develops a favourable attitude (Koekemoer, 2004). These emotional responses will also be influenced through a reinforcing the similar brand image and personality to those of the target market.

Conative Once the above levels are accomplished, an even smaller proportion will reach the action stage of the pyramid where trial and loyalty is facilitated (Koekemoer, 2004).

Trial Objective: To influence the trial of the Sugar Free range amongst 25% of the target audience with one year of campaign launch. This stage will be supported by event sponsorship and sales promotion, including Happy Hours at bars and nightclubs, exclusive serving rights at sporting events and a special designated section for Ladies at the Melbourne Cup and other race day events.

Repurchase: Objective: For 10% of 21-28 year old females to repurchase products from the Sugar Free range and become a loyal customer of the brand within one year of the campaign. This objective will be achieved by continued advertising, particularly over the summer seasons, through periodic sales promotions through larger retailer stores.

Creative Strategy In accordance with the communications objectives and target audience outlined previously, the following analysis will provide detailed potential advertisements that, with a high creative experience, appeal to both the rational and emotional minds of the selected target audiences.

Overview of Magazine Advertisement

The full size version of the advertisement can be seen on the next page and will be spread across a double page spread on the inside cover of the selected magazines during the peak periods of consumption.

Other times of the year will see it placed in various positions throughout the magazines.

The magazine will feature a rhetorical headline at the top to gain initial attention to the advertisement.

The very fact that the question is related to alcohol, with visuals being sugar suggests that it will gain significant attention by consumers because there is presumably no correlation between the two.

According to the Persuasion Matrix Model, the first and arguably most important component of persuasive communication messages is gaining attention, which the advertisement’s rhetorical question helps to achieve.

The spoons then detail the respective sugar amount for each drink, with the culmination of sugar on each spoon increasing from one side to another. This allows the consumer to easily visually identify the relationship between sugar in a variety of competitor’s alcoholic beverages and form a subsequent opinion on these initial findings. Once the consumer’s interest has been directed to the spoons, below is a succinct but insightful analysis of how much less the Sugar Free Vodka Cruiser range has, and the overall impacts to body image and subsequent self-confidence.

Overview of Internet Storyboard

This storyboard represents the proposed 30 second internet video advertisement. The first scene of the storyboard demonstrates a group of young women who enter a popular city nightclub. This shot was selected as it represents the setting most familiar to current and future Sugar Free Vodka Cruiser customers, as well as the importance of linking the brand to a fun, social and enjoyable experience for its consumers (Albert, 2001).

When creating the advertisement, it is critical that a setting that resembles where the beverage is most likely to be consumed is used as it is more likely to resonate with the consumer (Aaker, 1997). When one of the young women is about to order a drink,

she notices people around her have cups of sugar, as well as the bartenders pouring sugar into drinks over the bar. The action causes visible distress to the woman, and asks for something, ‘a little bit lighter?’

The attractive male, which helps to appeal to the attractions of a single young woman out on the town, then hands over a Sugar Free Vodka Cruiser to the woman, with the label positioned prominently.

She is later seen having fun with her friends who are also holding the Sugar Free alternatives with her friends. This reemphasises the need to target the ‘group leader/trend setter’. (Unfortunately, the woman is not seen physically drinking it in order to comply with liquor advertising regulations).

Analysis Source, Message and Channel Factors

As these advertisements illustrate; no celebrity or wellknown endorser has been used for the promotional campaign. Other respective message and channel factors have been discussed in the sections below.

Major Selling Idea

The major selling idea of this proposed campaign focuses on Vodka Crusier’s positioning strategy; ‘The lighter way to drink’. This aims to position the brand on the quality and attributes of being the healthiest, lightest and tastiest alternative than other forms of RTDs and alcoholic beverages consumed by this market (includes UDL’s, as well as Smirnoff Ice). For example, a standard Sugar Free Vodka Cruiser would have 74 calories per bottle compared to wine, which has 187 calories, or a UDL, which has 193 calories and as seen in advertisements, different levels of sugar (Thomas, 2013). Thus, the attributes are likely to assist in encouraging the target market to consume this healthier option to coincide with their body image concerns.

The ideal aim is to have Sugar Free Vodka Cruisers within the audience’s evoked set so this product line extension is at the forefront of consumer’s mind as the healthier alternative when considering the purchase of RTDs and other alcoholic alternatives.

This major selling idea rests on the notion that this product allows the target market to balance great times with their body image concerns.

Rational and Emotional Appeals The major selling idea will be communicated to the audience through the utilisation of rational and emotional appeals. The copy underneath the headline and images of spoons is in-depth and extensive to provide relevant scientific research and health statistics on the formulation of the alcohol

compared to other beverages in the market (rational).

The advertisement focuses on dominate features of the product as well as making comparisons to other brands to help assist in the positioning of the brand in the advertisement.

Further, emotional imagery such as headlines and happy images are intentionally absent. However, the emotional appeal comes from the target market’s connection to the benefits this product can do to their overall body image. This then places the product benefits in the consumers mind when making a purchasing decision.

In the television advertisement, the emotional appeals of enjoying socialising with friends, feeling less guilty about calorie and sugar consumption, and standing out from the crowd with a ‘different’ drink help in appealing to the audience’s emotions to enhance attention, awareness and action.

Advertising Appeal This comparative tactic has been selected as it provides an opportunity to attract the attention of customers. In consideration of the Elaboration Likelihood Model, the use of a comparative ad will be especially useful for a brand that has not gained as much attention for its sugar free products, than others within the same product category (Brown, 1986). As the brand has small market share the sugar free beverages market, the comparison between brands, tastes and benefits and their connection to socialising and body image is crucial.

Execution Techniques This IMC plan uses a number of execution techniques to deliver the major selling idea and communication objectives. Most importantly, the advertisement uses a straight sell in the sense that it provides a factual message relaying to the core formulations.

In particular, the statement that reads, ‘97% say would use it again,’ also illustrates the scientific and technical aspect to the magazine advertisement.

To further compliment the straight sell and appeal to the rational and logical mind of consumers, a comparison is made to draw further attention to the key points and success of the product.

In the Internet commercial, a slice-of-life approach is used to draw attention to the advertisement. This approach has been selected as this visual format will allow the advertisement to resonate closely with consumers.

3 Ciders

26 teaspoons 3 Vodka &Cokes

21 teaspoons 4 glasses of Moscato

9 teaspoons Zero.

Sugar Free Vodka Cruisers

Sugar Free, the lighter way to drink.

Sugar Free Vodka Cruisers contain zero sugar, natural flavours and only 74 calories which comes solely from the alcoholic content (0% Carbohydrates, 0% Fat, 0% Sugar, 0% Sodium). This formulation will help you balance great times with your body image and well being. 97% said they will definitely drink again.

3 UDLs

24 teaspoons

How much sugar have you been drinking?

:)

Storyboard for 30sec Internet Ad 1

Begins with females representing the target market dancing, laughing and having fun on a nightclub/bar dance floor (2 secs).

It will then cut to one female, the protagonist, heading to the bar to order a drink (1 sec).

4

After watching the attractive barman pour sugar into other’s cups/glasses, the barman then approaches the protagonist. ( 2 secs).

11

There will be a close up of her waiting at the bar to be served as she thinks about what she wants to order. The camera will than pan around from the perspective of her eyes, showing all the people around her as she waits and looks at what others are drinking (2 sec).

6

5

Panning shot will show both happy and unhappy people in the surrounding area, specifically focusing on their ‘drinks’. These drinks will actually be cups, cocktail glasses, wine glasses etc filled with different coloured sugars (each cup/glass will be a colour of the rainbow). (3 secs in length).

7

3

2

Close up of girl holding a cup full of sugar will be used to emphasise the amount of sugar which is in the drinks (2 secs).

8

The protagonist will ask: ‘Can I have something a little lighter’. The barman will then fetch the three flavours of Sugar Free Vodka Cruisers, and the protagonist will ask ‘What is it?’. (3 secs).

It will then cut back to a close up of the protagonist’s disgusted face that everyone is ‘drinking’ cups full of sugar (2 secs).

10

9

A close up of the three flavours on the bar counter is shown whilst the barman’s voice says ‘Sugar Free Vodka Cruisers’. The protagonist will say ‘I’ll take the Citrus Blend’ (the flavour can change upon variations of the ad which can feature different girls, at different venues and their particular flavour selection) (3 secs).

12

Barman pours drink into the cup/glass. A close up of the bottle and the liquid being poured emphasizes the zero sugar content and the brand (2 secs).

13

Cuts to the protagonist and her friends later in the

Protagonist pays and walks away to meet night all sitting down, laughing and being happy. her friends back on the dance floor (1 Now they are ALL holding a Sugar Free Vodka sec).

Cruiser (each holding a different flavour). Implying

the protagonist informed her friends of her choice (3 sec).

This final show will show the Vodka Cruisers on a colourful background saying ‘ No Sugar. No Carbs. No Sodium (Pause) Sugar Free Vodka Cruisers, the lighter way to drink.’ This will be accompanied with a voiceover (4 secs).

Upon consideration of all channels, print and online channels will be used to deliver consistent messages which will reach the target market. As previously alluded to, alcohol advertising in Australia is highly monitored and has many laws regarding what you can and cannot depict in the media (Victoria Health, 2012). These factors have been considered throughout these selections.

Print Media - Magazines

Magazine Selection

Cosmopolitan and Cleo magazines have been chosen because these consumer magazines’ content and readers align with the interests and lifestyles of this campaigns target market. This is an efficient way to reach the entire audience with minimal coverage waste and circulation (Belch & Belch, 2012). Cosmopolitan and Cleo readers are females between the ages of 18 and 35 who enjoy having fun, socialising, looking after themselves and keeping on top of trends (Bauer Media, 2014). This not only captures the core of the revised target market, but also eliminates the risk of targeting alcohol to underage drinkers.

Other magazines will include Oxygen and Women’s Health. This psychographic segmentation again allows for the readers interests to align with the healthier benefits associated with the Sugar Free Vodka Cruisers. Placement in this magazine will help shape this product as the preferred choice of alcohol by the health conscious who still enjoy a social drink. The credibility of the message content is further enhanced because it is positioned in a credible source.

magazine.org released statistics that stated readers 1824 are the largest age segment of magazine readers and additionally, when asked which media they pay attention to in relation to advertisements, they rated magazines number one. These statistics show that magazines are already highly trusted and are a preferred media for viewing advertisements for the desired target market (magazine.org, 2009). Therefore, this high involvement and engagement means that the target audience is more likely to not only interpret the advertisement, but remember the Sugar Free product when it comes to a purchase decision (Belch & Belch, 2012).

High permanence and readership is also a huge bonus because whilst magazines are usually kept for long periods of time, the number of times an individual is exposed to the advertisement increases, influencing a product reminder. Furthermore, pass along readership means that as the magazines are shared between friends and family, the advertisement is exposed to a greater number of individuals.

Fortunately, this means the advertisement will in fact reach more that the suggest circulation figures.

Ultimately, Vodka Cruiser can be assured their Sugar Free print advertisement will be seen for months, or even years later, continually reminding the readers of this sugar free alternative.

Benefits

Whilst the choice of magazine placement is also a strength of this media, creative flexibility, high receptivity, high permanence and pass along readership are also strengths which makes this media a more compatible choice over other types.

Creative flexibility creates opportunities in page positioning and size, as well as the use of full bleeds, high quality graphics and colour. These are crucial to the overall design of the advertisement to ensure it is able to attract the attention of the audience whilst deliver the message so ultimately the targeted individual can act on the message.

Whilst traditionally magazines have been perceived as having limited frequency and exposure to the reader due to problems such as noise, clutter and inconsistency with editorials on nearby pages, the creative execution of the proposed print advertisement will minimise these possible downfalls.

Another benefit associated with magazines, is their high level of receptivity compared to other media

13 Sugar Free Vodka Cruisers

Media Strategy.

As the revised target market for Sugar Free Vodka Cruisers are females aged 21-28, this is the ideal media channel to reach this market because: • the chosen consumer and lifestyle magazines have primary readers in the same age brackets; • magazines allow for the use of emotional and rational appeals to target the audience; and.

• magazines are viewed as credible sources by the selected target market.

This high level of compatibility is influential in assisting in the achievement of the awareness and knowledge communication objectives.

forms. In a 2008, a multi-media engagement study found that magazines have the highest consumer engagement levels in advertisement receptivity, trustworthiness, inspirational and social interaction, as well as being the primary source of information for a variety of products (Simmons, 2008). This is because consumers are more engaged in what they are reading because they have made the conscious choice to read the particular magazine and have chosen the specific time in which they want to be exposed to the content. Being in this right mood and mind-frame is important to allow for the processing of both rational and emotional messages, such as those within the proposed advertisement.

Online

This is another effective tool compatible to the target market and creative strategy to ensure the communication goals are met. However, as mentioned earlier the online presence of both Vodka Cruiser and their Sugar Free range must be improved and then continuously monitored to ensure these online tools are used effectively, and that a consistent brand image is presented.

This will require improvements in Search Engine Optimisation (SEO) to ensure all authentic Vodka Cruiser online content is at the forefront of all searches, both web and images. This will also required for more available content specific to the Sugar Free range to become available on searches.

Internet Advertisement on YouTube

An internet advertisement was chosen over a television commercial because research revealed that Internet viewership has increased by 61% whilst television viewing has declined by 10% (Belch & Belch, 2012). Additionally, the engagement of the target audience with online advertising is more accurately and easily determined than that of television. This is because views, likes, comments and shares are more accurate, whereas television views are based on the number of people who saw the television program which was airing (as opposed to actually seeing and digesting the advertisement) (Belch & Belch, 2012). Furthermore, the Internet, in particular YouTube, where the advertisement will be placed, will effectively reach the target market with 96% of users of this site being aged between 18 and 24 (Australian Bureau of Statistics, 2013).

And finally, internet advertising will be more cost effective than television because of the above reasons.

As the number one advertisement website, YouTube offers the ability to use content with both emotional and rational appeals through captivating and resonating messages (Youtube, 2014) (Belch & Belch, 2012). It also provides avenues for links back to other online content. The YouTube channel can be edited and designed to feature logos and designes aligned with the brand image and creative strategies.

The 30 second advertisement mentioned in the creative strategy can be uploaded via both a Vodka

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Cruiser account, and a specific Vodka Cruiser Sugar Free account and shared via social media pages and the Vodka Cruiser website. This advertisement will also feature before other videos streamed by users. Whilst users can skip this advertisement after a few seconds, it is an excellent means to direct traffic back to the Website and other online content through allowing users to click the advertisement if they are interested.

With such a huge ability for creativity, this media channel will ensure that the slice-of-life technique is able to be executed, and show consumers how they can still enjoy an alcoholic beverage without worrying about the sugar content and their body image.

Another benefit of this tool is the ability to select a gender, age and geographic location to target, allowing these videos to appear in the ‘suggested videos’ section of the Home Page or sidebar (YouTube, 2014).

Social Media

As social media is where the majority of 18-30 year old females spend their time online, it is crucial that the Vodka Cruiser Facebook Page to focus more on their sugar-free range (Australian Bureau of Statistics, 2013). To specifically reach the selected target market, a separate Sugar Free Vodka Cruisers page will be created to only showcase content relevant to this product and audience. However, the other page will still be crucial in directing traffic to the Sugar Free page, creating awareness of the product, enhancing the positioning of the brand and product, and attaining the goal of 20,000 page likes by the end of the campaign.

Paid advertising will also be used via Facebook.

Again, targeting specific consumers by age and gender can be utilised so that these ads appear in videos, posts, sidebars and newsfeeds of the target market.

Media Schedule

Figure 3: Online Media Schedule.

Online

Different strategies have been used for each media tool because of cost and promotional differences, and to also align with print media scheduling to enhance repetition of the message during peak times.

YouTube

The YouTube advertisements are fairly expensive, and therefore will be placed in a flighting strategy during times of increased sales (public holdings, summer, long weekends).

This allows for efficient budget spending which will reach the desired target audience during times of increased use.

The video uploaded to the YouTube channel will however be available all year round.

Print Media

The print campaign will run in the selected various magazines across the entire year in a pulsing strategy to ensure continuity throughout the year. As message exposure should be presented as close to when the target market is going to purchase the product, during the two peak months of summer, December and January, the number of advertisements in these magazines will increase to two (Victoria Health, 2012) (Belch & Belch, 2012). This will also be implemented to overpower competitor noise (Belch & Belch, 2012). During these peak periods, as well as leading up to long weekends and public holidays, the advertisements will be placed in every issue, whether weekly or monthly.

The Facebook Page and Website campaigns will be free, if not, at a very low cost, and most effective if they are run throughout the year in a continuity strategy. This will create the advertisement to become purchase reminders for consumers to ensure that they remember the brand at the point-of-purchase (Belch & Belch, 2012). This will also compensate for lower sales periods such as Winter.

Number of Ads

Facebook Page and Website

Facebook Ad

The Facebook advertisements will be a very effective advertising campaign run throughout the year to better reach the desired target market. The Facebook ads have been scheduled in a pulsing strategy. During peak drinking times of the year, the number of advertisements will increase for similar reasons mentioned previously.

Month of Ads. Figure 4: Print Media Scheduling Diagram

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Promotional Tools

To accomplish the remaining communication objectives, the following promotional tools will also be introduced throughout the campaign. For specific information on which objective each tool aims to reach, please consult the Communication Objectives section of this report.

• Event sponsorship/marketing Dedicated Sugar Free Vodka Cruiser Section for ladies at horse racing carnivals (Ladies Day events, Melbourne Cup etc).

• Toilet Door poster advertising at nightclubs and bars. Especially at locations when sponsoring or holding an event. The advertisement can be similar to that of the magazine.

• Sugar Free Happy Hours for ladies on particular days at particular bar/clubs.

•Social media competitions. For example share your secret health tip for the opportunity to win a free pack of the Sugar Free range. Entrants can be provided with a number of steps to be eligible, including sharing the page, including specific hashtags like #thelighterwaytodrink and so on.

•Promotional discounts through retailers to enhance the value of the purchase to encompass the price sensitivity of the target market. Purchase a Sugar Free 6 Pack and get this month’s Cosmopolitan free.

• Advertising in store and in brochures of product retailers such as Dan Murphys. This helps showcase promotions and initiate purchase reminders.

• Product placement in television, movies and music videos. This is becoming a really popular technique, especially due to the ever increasing liquor laws. This can be achieved through placing the product in a television show watched by the target audience, or in a music video of well known music artist, such as Iggy Izaelea.

• Incorporate into existing promotions of the traditional range. For example Vodka Cruiser could encourage a 10 day ‘sugar free bender’ within their 90 days of summer campaign.

• Introduce new flavours to expand variety and target different consumer tastes. Can engage audience to suggest ideas and try the new products via a taste test.

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References.

Aaket, T. (1997). Dimension of a Brand Personality. Journal of American Marketing Research(3)7, 145-167 Abs.gov.au,. (2014). 8146.0 - Household Use of Information Technology, Australia, 2010-11. Retrieved 26 July 2014, from http://www. abs.gov.au/AUSSTATS/abs@.nsf/Latestproducts/D11394A54F8B9ED1CA25796600152C62 Advertising Review Board. (2013). Determination Report. Retrieved on 20/07/2014 from http://www.alcoholadreview.com.au/ resources/Ref-172-13-Vodka-Cruiser-Sugar-Free-WHO-magazine-ad-determination-report.pdf Albert, M. (2001). Brand Community. Journal of Consumer Research(4)5, 156-189 Bauer Media. (2014) Cosmopolitan Magazine Retrieved 18/07/2014, from: http://www.bauer-media.com/brands/cosmopolitan Belch, G et al. (2012). Advertising and Promotion; An integrated Marketing Communicatons Perspective. (9th Edition).

Borlagda, J., Bywood, P.T., Freeman, T., Lawton, L., Lunnay,B., Nicholas, R. Roche, A.M. & Tovell, A. (2007). Young People and Alcohol: The Role Of Cultural Influences, National Centre for Education and Training on Addiction, Adelaide.

Brown, J. (1986) Essentials of Marketing. Academy of Marketing Science(7)9, 89-104 Roeck, G. (2014). 8 Reasons Why Video On Demand Advertising Is Worth Looking At - Midlands Advertising and Marketing Agency | McConnells. Mccgp.co.uk. Retrieved 26 July 2014, from http://www.mccgp.co.uk/marketing/8-reasons-why-video-on-demandadvertising-isworth-looking-at/7471/ Small Business - Chron.com, (2014). The Advantages & Disadvantages of Advertising on the Internet. Retrieved 26 July 2014, from http://smallbusiness.chron.com/advantages-disadvantages-advertising-internet-4029.html The Shout. (2012). New Cruiser Flavours, Less Sugar. Retrieved on 20/07/2014 from http://www.theshout.com.au/2012/10/24/article/New-Cruiser-flavours-less-sugar/WPPWBMIOWL.html Thomas, C. (2013). The Calorie Counter of Alcohol. Retrieved 25 July 2014 from http://www.calorieking.com.au Vichealth.vic.gov.au,. (2014). Retrieved 26 July 2014, from http://www.vichealth.vic.gov.au/~/media/ResourceCentre/ PublicationsandResources/alcohol%20misuse/Drinking-Cultures-Social-Occasions-Report_public%20holiday.ashx

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Appendices.

Appendix I

Screenshots from Facebook Page showing inconsistent and unclear communication about the Sugar Free range.

Appendix II

Screenshots from Facebook Page showing inconsistent and irrelevant messages to target audience.

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dRafi Advertising