Vice Cream CM 417 by Johnny Liu

Ø  BRAND background Ø  Communication Goal & Objective

Ø  Competitive Insight/analysis Ø  Challenges and Opportunities

Ø  Target Audience Ø  Creative Brief

Agenda

Ø  Scheduling/Timing Ø  Budget Allocation

About Vice Cream •

Founded in Boston in June, 2016, by Dan Schorr

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Tagline: “Live Life. Dig In.”

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Sold in numerous supermarkets across the Northeast, midAtlantic, and South.

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Nice Vice Program

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Brand belief: “Life’s short. Eat freaking ice cream.”

Communication Goal & Objectives •  •  •

Establish a brand reputation of having unapologetic indulgences for creamy ice cream. Raise brand awareness through online advertising and pop-up event. Emphasize the brand story to consumers and make connection with them.

Ice Cream Industry Ice Cream market distribution: % share, by value, 2016 5.10% 1.50% 0.50% 12.80%

Ice Cream category segmentation: % Share, by value, 2016

On Trade Hypermarkets & Supermarket Food & Drinks specialists Convenience Stores 80.10%

Others

Take-Home and Bulk Ice Cream

15%

Artisanal Ice Cream 30%

55%

Impulse Ice Cream Single Serve

3 FACTORs affecting the ice cream market

High Competition

Flavors

Health Concerns

Competitive Insight Dreyer's Edy's Slowchurned

3.90%

Dreyer's Edy's Grand

4.40%

Talenti

4.60%

Turkey Hill

4.60%

Wells Blue Bunny Blue Bell Haagen-Dazs Ben&Jerry's Breyers

5.30% 7.80% 8.40% 8.70% 9.20%

Private Label

20.00%

Market Share

Competition→ Positioning/unique selling point “WE MEAN REAL ICE CREAM. NOT SOME VEGAN, DAIRY-FREE, WANNA-BE VERSION.” “We transform the finest ingredients into extraordinary experiences bite by bite.” “We make the best possible ice cream in the best possible way.”

“We sell low-calorie, high-protein, and low-suga ice cream that tastes just like regular ice cream.”

Competitive analysis fACTS

STRENGTH

WEAKNESS

Price:$4.99 Flavors: 8 Size: Pint -No nondairy products -No store fronts

- Positive brand image - Company philosophy strongly appeals to ice cream lovers

- Less options available - Low awareness - Increase in healthy lifestyle

Price:$3.99-4.99 Flavors: 53 Size: Pint, Quart, Cup, Bar, snack size - Non-dairy available - Owns store fronts

- International recognition -  High quality image -  Loyal fan base

- Competition - Health factors

Price $5.49-9.49 Flavors: 106 Size: Pint, Quart, Bar, mini cup - Non-dairy available - Owns store fronts

- Well-known US consumer fan base - Strong advertising and marketing presence

- Competition - Pricing

Price $6.99 Flavors: 37 Size: Pint -  Non-dairy available -  Has shopping mall pop-up

-  Less calories (60 vs. 250) -  Health conscious

- Affects the taste - Not the traditional ice cream people like

4Ps: Product Creamy, decadent and delicious pint-sized ice cream that comes in 8 indulgent flavors

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Place Headquartered in Boston Available in supermarkets across the Northeast, mid-Atlantic, and South.

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Price •

$4.99 per pint

Promotion •

In-person events and digital marketing

Challenges &Opportunities:SWOT Strength - Creativity in flavors - Strong story behind the brand - Packaging design - Nice Vice Program – supports charities - Unapologetic indulgence/upfrontness

OPPROTUNITIES - Create brand loyalty - More flavors/quality of taste/move into hand-crafted ice creams - Hand-crafted ice creams - Events/pop up shops - Up PR/Advertising

Weakness - Not health-conscious - Founded in 2016 – still very young -  Not well known nationwide -  Low variety -  Small business = limited budget - Not transparent in manufacturing

threats - Big brand retailers - High competition/Similar Products - Oversaturated in the category - Increase in healthy lifestyle trend

Consumer insight â&#x20AC;&#x153;Our research shows that target consumers care more about taste than health benefits, cost, brand, or calorie count when it comes to eating and buying ice creamâ&#x20AC;?

Target Audience Demographic: -  -  -

16 - 24 year old males and females Single/Dating Students/Recent Grads

Psychographics: -  -  -  -

Favors taste over health Loves the idea of treating themselves/rewarding themselves Social media savvy Has a balanced lifestyle between school & work

Creative Brief Background Overview

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Vice Cream creates a series of advertisements on different platforms ranging from social media to print ads for its product as well as the the sponsored event nights.

Advertising Objectives

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Target Audience

Position as the unique, high- •  Young millennials; late teens and college students between the age of calorie, no-nonsense, nonvegan real ice cream that it is. 16 and 24. Raise brand awareness of Vice Cream to a wider demographic who are unfamiliar with the brand. Motivate purchase for Vice Cream for taste over health benefits.

Creative Brief Channels

Tone

•  Instagram, Snapchat, Facebook, Print Ads, press release and Events sponsorship.

•  Unapologetic, fun, upbeat, and straightforward

Message

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Indulge yourself. Have fun because life is short.

Scheduling/Timing HOB EVENT TIMELINE: Instagram/ Facebook Ads: August 1 - Day of House of Blue Event

FB/INS

Scheduling/Timing HOB EVENT TIMELINE: Instagram/ Facebook Ads: August 1 - Day of House of Blue Event

T Stop Banners: September 1 October 1 2018 (Copley and Harvard Square)

MBTA

Scheduling/Timing HoB EVENT TIMELINE: Instagram/ Facebook Ads: August 1 - Day of House of Blue Event

T Stop Banners:

Influencer Social Posts:

September 1 October 1 2018 (Copley and Harvard Square)

Beginning September End September 2018

Influencer

Scheduling/Timing HoB EVENT TIMELINE: Instagram/ Facebook Ads: August 1 - Day of House of Blue Event

T Stop Banners:

Influencer Social Posts:

September 1 October 1 2018 (Copley and Harvard Square)

Beginning September End September 2018

Snapchat Filter: One Week Leading Up to Event (available on school campuses) and during the event

Event at House of Blues: Last weekend of September 2018

Snapchat