DuTea Campaign Book

Conquer nature by drinking it a p m Ca

k o o b n g i

2 //

Four months ago the Universal Tea Company approached us with a difficult assignment: develop an innovative product to introduce into the tea industry and plan a threemonth branded campaign to launch the product. It was a tall order, but we were up for the challenge!

product requires an amazing campaign, and we delivered just that.

The combination of this unique product and exciting campaign will ensure that the Universal Tea Company will be the leader of this new market segment!

After months of hard work we created a groundbreaking product for an entirely new market segment. An amazing

Executive Summary // 3

4 //

Who Are We? .................................................................................................................................................................................................................... 6

The Target .............................................................................................................................................9 Industry Trends ............................................................................................................................................................................................................... 10 A whole New Target ........................................................................................................................................................................................................ 14 Who Is The Man? ............................................................................................................................................................................................................ 16

The Product .........................................................................................................................................19 Brand Name .................................................................................................................................................................................................................... 20 Four Flavors, Four Benefits ............................................................................................................................................................................................. 22 Design ............................................................................................................................................................................................................................. 26 Distribution ...................................................................................................................................................................................................................... 28 Pricing ............................................................................................................................................................................................................................. 29 Positioning....................................................................................................................................................................................................................... 30

The Campaign .....................................................................................................................................33 Strategy and Objectives ................................................................................................................................................................................................. 34 Measurement .................................................................................................................................................................................................................. 36 Conquer Nature by Drinking It ........................................................................................................................................................................................ 37

The Creative ........................................................................................................................................39 Broadcast Television....................................................................................................................................................................................................... 40 Second Screen ............................................................................................................................................................................................................... 42 Printed Media .................................................................................................................................................................................................................. 44 Guerilla Marketing ........................................................................................................................................................................................................... 47 Rich Media ...................................................................................................................................................................................................................... 48 QR Codes ....................................................................................................................................................................................................................... 51 Web Display .................................................................................................................................................................................................................... 52 Social Media ................................................................................................................................................................................................................... 53 Facebook and YouTube.................................................................................................................................................................................................. 54 Twitter.............................................................................................................................................................................................................................. 57 Branded Email ................................................................................................................................................................................................................ 58 Conclusion ...................................................................................................................................................................................................................... 61

Contents // 5

We are Grenade! We blow up traditional advertising, and create deep impact with our innovative tactics. We are an alternative advertising agency that likes to do things differently. Nowadays the advertising arena is overly saturated, but we have the skills to deal with these new challenges.

6 // Who Are We?

And this is how we do: We find, we aim, we hit.

We FIND the problem/opportunity, we AIM for the best target and we HIT that target through creative and integrated strategies. And this is exactly what we have done for the Universal Tea Company.

Blow up tradition. Create deep impact.

Who Are We? // 7

8 // THE TARGET

THE TARGET // 9

In our industry research, we started by asking: Why should the Universal Tea Company enter the tea industry?

aging population seeking anti-aging benefits, especially those in green tea.

First of all, we found out that the tea industry is growing.

IBISWorld estimates industry revenue has increased at an average annualized rate of 4.7% in the past five years to 2011 to $955.5 million.

Furthermore, research by IBISWorld shows that niche players entering the market have some significant opportunities to service increasingly fragmented consumer needs, such as the specialty and gourmet segment.

This increase is due in part to growing healthconsciousness, expanding variety in tea flavors and an

But, you’re probably wondering: Who’s drinking tea right now? That was the second question we asked ourselves.

10 // THE TARGET // Industry Trends

Why enter the tea industry?

THE TARGET // Industry Trends // 11

12 // THE TARGET // Industry Trends

tea is good

In terms of gender, research suggests that 7 out of 10 tea drinkers are women. And when it comes to age, research shows that older people aged 60 and above are the main tea consumers in the U.S. However, if you combine age and gender as demographic variables, women between 25-54 years old become the main tea consumers in the U.S. This means that young and middle aged men are highly underrepresented.

So, that’s why we asked ourselves: Can we get more men to buy tea?

THE TARGET // Industry Trends // 13

Our research showed that women and the older population are the main tea consumers. But this is not the target audience that you want to hit. Why fight for the same consumers as the existing brands?

We think that the real potential in the tea industry lies in expanding the category and hitting a whole new target: MEN! But is it possible to get more men to drink tea? The answer is: YES! We think this is possible because of two main reasons:

14 // THE TARGET // A Whole New Target

1. There are flowers everywhere! Right now tea is girly: Advertising, packages and flavors are generally feminine, which doesn’t appeal to young men. Even though the tea market is dominated by big players such as Lipton and Twinnings, these companies totally ignore the great opportunity of a whole new market segment of younger and active men.

2. Health is a mega trend and tea is healthy. This health trend has caused many men to seek out health products that were once considered feminine in the past. We believe the health trend can be used as a key aspect to target men.

THE TARGET // A Whole New Target // 15

Based on our research we found that men are potential tea consumers. But since all men are not the same, we can’t just assume that we can get them all to consume tea. So we had to specify our target – and we did that by answering: What type of man can we get to buy and consume tea?

To answer that question, we would like to introduce you to Hank: Hank is a 27-year-old man, who is single and lives in an apartment by himself in Los Angeles. He has a master’s degree in finance and works as an accountant for a big company in LA. After work Hank usually works out at the local gym because he cares about his body, and he wants

16 // THE TARGET // Who Is The Man?

to feel masculine and attractive to women. In the past Hank has tried supplements to give him an extra boost to get through his workout and improve his physique. But he found them to be too synthetic and artificial, which is bad for his health. Also, he does not want to be associated with the negative image of those fanatic workout guys, because it does not fit with his lifestyle. After the work out he goes grocery shopping at Trader Joe’s, which is just around the corner. Most of the week he cooks for himself, but occasionally he buys take out food, because he values convenience. In the weekends he often hangs out with friends at Venice Beach and sometimes he plays basketball for fun. At night Hank usually goes to bars with his friends and he enjoys flirting with women.

THE TARGET // Who Is The Man? // 17

18 // THE PRODUCT

THE PRODUCT // 19

Now you know Hank. But what is the tea product that Hank is going to buy? The answer is: Dutea.

so, Dutea was born. We also thought it was a great name because it has several connotations:

Why have we named the brand “Dutea”?

1. The name sounds like a call to action: DO tea!

We wanted to come up with a brand name that would be young, cool and appeal to men. As we were tossing around different ideas, one of us said “DUDE TEA”. It had a nice ring to it and we believed that it fit in with the target market and the brand personality we seek to possess. And

2. Also, we want to play with the concept: “It’s your duty” (to take care of your health, to work out, to be attractive to women, to look manly and cool) in the advertising campaign.

20 // THE PRODUCT // Brand Name

THE PRODUCT // Brand Name // 21

Why do we believe in Dutea? Why do we think that Hank is going to buy this tea product? First of all we made a tea product line that can help Hank live an active lifestyle and keep his body in good shape.

The four Dutea flavors are: o Samurai – Vital Energy o Lumberjack - Muscle Recovery o Gunpowder - Fat Burner

This product line consists of four different types of tea, and they are all trying to cover different functional benefits related to Hank’s image and active lifestyle.

We have made the product names masculine, which differentiate Dutea from the other tea brands out there, and makes the tea flavors appealing to a guy like Hank.

22 // THE PRODUCT // Four Flavors, Four Benefits

o Gladiator Gallon – Icy Energy Boost These four flavors are what we recommend for the Universal Tea Company to launch in the first place. Later on the product line can be expanded with more flavors and benefits within the overall concept.

Samurai

Lumberjack

Gunpowder

- Vital energy

- Muscle recovery

- Fat burner

This tea makes Hank feel fully vitalized so he can perform at his best everywhere. It is a blend of black tea and green tea, which delivers a burst of energy, while different Asian herbs support natural energy flow. Furthermore, ginger and cinnamon flavor the tea and warm up the body.

This tea is a green tea with herbs such as turmeric root, devil’s claw root and yucca root. And these ingredients help Hank decrease the recovery time after exercise or a hard day’s work.

This tea is an Oolong tea, which increases Hank’s fat oxidation, and this will help him to lose weight.

Furthermore, the tea consists of orange peel, and is flavored with spicy cinnamon and licorice, and these ingredients make the tea masculine, and we know that this is important to Hank.

THE PRODUCT // Four Flavors, Four Benefits // 23

The Samurai, Lumberjack, and Gunpowder are all packed in tea bags. They are brewed with hot water one cup at a time, and consumed hot right after the brewing.

There is nothing new about this tea brewing process. In fact most of the other brands do tea bags, and 47% of tea that is consumed is made out of tea bags. The reason why we chose tea bags and nothing more fancy like loose tea leaves is that Hank is a busy man, and busy men like things to be convenient! And there isn’t really something more convenient than tea bags if you still want to maintain a high quality tea. Also, Hank is new in tea consumption, which makes it even more important that the brewing process is kept simple.

24 // THE PRODUCT // Four Flavors, Four Benefits

However, tea bags can seem kind of girly and Hank wants to feel masculine. So, what did we do?

For Dutea we designed a more masculine tea bag by making it more heavy and rough with a thicker string, while the actual bag is shaped as a sack. This design makes it look more natural and of higher quality. With this tea bag Hank can brew one cup at a time when he has time in his busy schedule: In the morning or during a break at work would be a perfect time for the Samurai tea, and the evening could be perfect for the Lumberjack tea as well as the Gunpowder tea.

But Hank also needs energy for the road, because as we said he is a busy man, who does a lot of activity during the day! For this specific purpose we designed the Gladiator Gallon – Icy Energy Boost.

Gladiator Gallon - Icy Energy Boost The Gladiator Gallon energizes the body and focuses the mind. It is a blend of green tea and black tea, which gives energy to the body, while different ingredients such as guarana seed act to balance and energize naturally.

Finally, the tea is flavored with exotic spices.

However, the most important feature of the Gladiator Gallon is that the package consists of only one teabag. And it’s a big one.

It’s a one-gallon tea bag!

The idea is that Hank is going to brew one gallon of tea at a time, and then put it in the refrigerator, and enjoy the tea cold whenever he wants it without having to brew the tea every time. This means

that Hank has the opportunity to take the tea with him for the road. Then he can flaunt his health and organic awareness even more so, which we know is important to Hank because he cares about his image.

Now, you might think: Why doesn’t Hank just buy ready-todrink iced tea? Because Hank cares about his health, and when you make something yourself it just seems more healthy. In the ready-todrink iced tea Hank can’t really tell what’s in the bottle.

Furthermore, Hank can save some money by making it him self.

THE PRODUCT // Four Flavors, Four Benefits // 25

In the process of making Dutea a manly product, we focused a lot on the design of the packaging. First of all, we made the packages look more masculine than the other tea brands. The Dutea packages have no flowers!

The big stencil font on packages makes them look like there could be weapons in them, which is – of course – a masculine connotation. The packages are made out of raw cardboard, which gives them a rough expression like the tea bags in them. Furthermore, we combined the cardboard with a green color that makes the packages look more natural. Actually, they look like they come straight from the tea fields.

26 // THE PRODUCT // Design

So, by this package design we are communicating the two main characteristics of Dutea: Dutea is manly, and Dutea is natural. This not only fits with the concept of the tea products them selves, but it also differentiates the brand from the synthetic supplement products.

Of course, our logo and the product name will appear clearly specified in each of our packages. The sizes will be different depending on the quantity of bags (one size for the 16 tea bag pack and a bigger package to contain 32 tea bags) for three of our products (Samurai, Lumberjack, Gunpowder) and the pack size will be readjusted specially for the Gladiator Gallon to sold in an individual bag pack and a two bag pack.

THE PRODUCT // Design // 27

Since there are Hanks all over the country, Dutea will be launched nationally. The outlets that will carry Dutea products will have an image that is consistent with the positioning of the brand. Natural and organic grocery stores will carry the Dutea product line. Dutea will be sold in the following grocery stores: Whole Foods Market, Trader’s Joe, Henry’s, Fresh & Easy, Sprouts and The Vitamin Shoppe.

Dutea will be placed in the vitamin and nutrition section of the stores. What’s the reason to place it in this section?

Since Hank is not drinking tea in the first place he won’t go to the tea aisle. But he is more likely to go to the vitamin and supplements section of the store since he is a health conscious individual.

Looking forward in the distribution: Dutea will be offered at Gyms and Sports clubs through out the U.S.

28 // THE PRODUCT // Distribution

Dutea devised a market oriented pricing strategy that matches the positioning of the product line and places the product within the mid price range which will give out all the right signals:

The Samurai, Lumberjack and Gunpowder come in a 16bag box. These sizes are for light users and people that are just trying out the product. Furthermore these flavors also come in a 32-bag box for heavy users that want to buy more and save money.

o Dutea is not an inferior product. o The specialty blends offered by Dutea are of superior quality. o You save with Dutea compared to other processed supplements.

product

Finally, the Gladiator Gallon comes as one big bag of tea for a gallon serving. For heavy users a two big tea bag presentation is available as well.

16 bag box / 1 gal

32 bag box / 2 gal

Samurai – Vital Energy

$6.99

$10.99

Lumberjack – Muscle Recovery

$6.99

$10.99

Gunpowder – Fat Burner

$7.99

$12.99

Gladiator Gallon – Icy Energy Boost

$5.99

$9.99

THE PRODUCT // Pricing // 29

The introduction of Dutea creates an entirely new segment in the tea market. Dutea does not target supplement users or current tea drinkers, but rather a man in between: Hank.

Hank is a man who wants to improve his physique and be in shape, but he wants to do it in a healthy but still manly way.

This creates a challenge. The goal is to get men like Hank to add Dutea into his daily routines. We don’t want him to switch from any of his current beverages, but instead add Dutea as one of his favorite options. But we know that

30 // THE PRODUCT // Positioning

Dutea will naturally fit into his repertoire because the benefits of the product match perfectly with the lifestyle he is already living. To get Hank to understand this, Dutea is positioned in the healthy lifestyle business.

Our goal is to show Hank that he should buy this product because: Dutea is a natural and healthy but still masculine way for him to improve his physical shape while signalizing an active lifestyle and health awareness.

Dutea is a natural and healthy but still masculine way to improve the physical shape while signalizing an active lifestyle and health awareness

THE PRODUCT // Positioning // 31

32 // THE CAMPAIGN

THE CAMPAIGN // 33

For the campaign that will launch Dutea, we decided to set benchmark goals based on the consumer purchase funnel.

Our three-month campaign intends to reach the first four goals: Awareness, Familiarity, Consideration and Purchase.

Our first and biggest goal is to make Hank aware that Dutea exists. We need to get his attention. Our goal is to get 75% of our target market aware of Dutea. To achieve this, we will start by using paid media (broadcast television, second screen, printed media, guerilla marketing, web display, rich media, QR codes) because this media has the most reach. Starting off with paid media

34 // THE CAMPAIGN // Strategy and Objectives

is essential for Dutea not only because it is a brand new product, but also because it is creating an entirely new segment.

In order to get Hank familiar with Dutea, we will use owned media (Website, Facebook, Twitter, YouTube). Through our owned media, Hank can find more information about Dutea. Our goal is to achieve 50% familiarity amongst those who are aware of Dutea. To achieve this goal, we intend to have paid media drive Hank to our owned media.

For instance, strategically placed QR codes will lead Hank to Dutea’s website and our second screen will entice him to check out our Facebook.

Working alongside our familiarity goal is our consideration goal. Once Hank has become somewhat familiar with Dutea, our goal is to make him start considering the product. We want to get him to start seeking out more information that will help him make his purchase decision. Our goal is to get 80% of those familiar with Dutea to consider the product. To reach this goal we also rely on owned media.

awareness

familiarity

Consideration

purchase (trial)

repurchase (loyalty)

The final goal of our three-month campaign is to get Hank to purchase Dutea. We believe that 60% of those who have considered the product and sought out further information about Dutea will purchase it. This goal is achieved through a combination of all media. But to really encourage purchase, we will focus on coupon distribution through our branded email, sales promotions through Facebook, and samples distributed at special events.

THE CAMPAIGN // Strategy and Objectives // 35

When setting goals, it is important to establish a means to measure how effective our campaign is in reaching those goals.

also interaction with Rich Media Mobile ads and Second Screen. By tracking these channels we will be able to measure familiarity and consideration.

We will use awareness levels as the key metric for evaluating our campaign.

Finally, the ultimate metric we will use to evaluate success is sales. This metric will be a good measure of our purchase goal. We also want to track which media drive the ultimate purchase. Traditional marketing research such as focus groups and surveys will be used to evaluate the success of each creative element. We will also develop a listening strategy on social media to understand motivation in our consumers.

Surveys will be distributed at the end of the 1st month, 2nd month and the end of campaign to track awareness levels.

We also want to evaluate interaction between the consumer and the brand by tracking social media initiatives such as Facebook, Twitter, and YouTube and

36 // THE CAMPAIGN // Measurement

Concerning the essential message for Dutea we want Hank to think that Dutea can help him achieve his goals in a masculine and healthy way. Thinking about communicating this message, the overall slogan of the campaign is going to be “Conquer nature by drinking it – It’s your Dutea.”

“Conquer nature” refers to young men challenging themselves and achieving their goals, which relates to Dutea’s essential brand message. At the same time “nature” refers to the fact that Dutea is organic and 100% natural. And finally “by drinking it” refers to the fact that the product is drinkable – and at same time the product name “Dutea” clarifies that the drink is tea. The tagline “It’s your Dutea” is a call to action directed to young men like Hank: It’s your duty to challenge yourself and achieve your goals.

Furthermore it is important to mention that the slogan is

supported and further explained by the visual side of the creative.

The Dutea campaign’s creative is based on male characters illustrated as extreme athletes doing extreme sports out in nature. These guys literally conquer nature in a cool and masculine way. They challenge themselves in extreme ways, which makes them attractive to women.

They are not fanatic work out guys from the gym that Hank doesn’t want to be associated with. Instead they do things the natural way.

However, it is important to point out that Hank is not an extreme athlete himself. But he looks up to them, and he is impressed by the way they set up goals and achieve them.

THE CAMPAIGN // Conquer Nature By Drinking It // 37

38 // THE CREATIVE

THE CREATIVE // 39

The main purpose of the broadcast television is to create awareness about Dutea in the beginning of the campaign.

We have made a prototype of a TV commercial that is going to be a part of the campaign.

The TV commercial is narrated as a short documentary (45 sec.) that portrays a true Dutea character, a young mountain climber who challenges himself and does everything to achieve his goals. The ad consists of visuals of the mountain climber and small sequences where he talks in sync about his sport and “how he likes to do things the natural way”. Through the commercial you see small flashes of a boiling teakettle and you hear the sound of the boiling kettle as well. In the last screenshots you see the campaign slogan, “Conquer nature by drinking it”, followed by “Raw strength - 100 % organic”, and the final

40 // THE CREATIVE // Broadcast Television

screenshot shows the brand tagline, “It’s your Dutea”, in combination with the logo.

This way, the TV commercial shows the image that we want to create for the brand. The benefits of Dutea are not very explicit in the commercial because it is supposed to make the Hanks want to know more about the character and Dutea. In the final TV commercial, however, we will add pictures of the main character drinking Dutea to make the connection between the character and the product more explicit.

For the campaign, we will also produce similar TV commercials portraying other extreme athletes, such as a surfer.

THE CREATIVE // Broadcast Television // 41

The second screen is used along with the TV commercial.

It’s made for both smartphones and tablets. Like the broadcast television, second screen is meant to create awareness about Dutea in the beginning of the campaign.

large 5 point bags. On the way up the mountain the climber meets different obstacles like falling rocks, snakes, and aggressive eagles. He is also required to reach certain checkpoints in time in order to continue.

The welcome page for the second screen is quite simple – It entices the user to play a mountain climbing game while watching the mountain climbers in the TV commercial. “Are you ready to conquer nature” is a call to action directed at the audience. Hank just can’t resist trying this game.

When the game is over, the player is directed to the menu page where he is able to share the result with friends on Facebook. If the score is more than 200 points he gets a free Dutea coupon when sharing the score. And the player with the best weekly top score gets a free skydiving adventure. Sharing on Facebook helps make people aware of the game as well the brand.

In the game the player is a mountain climber picking up Dutea tea bags to score points. Small 1 point bags and

42 // THE CREATIVE // Second Screen

THE CREATIVE // Second Screen // 43

Along with the TV commercials we will use printed media to create awareness of Dutea. The printed media consists of different posters each referring to different types of Dutea flavors. The posters are going to be placed in gyms and in different magazines relevant to Hank’s lifestyle.

The posters feature the different characters from the campaign as well as the campaign slogan. But they also include the tea package to make it recognizable for Hank when he goes shopping.

Throughout the campaign these posters will help improve the brand familiarity among the Hanks

44 // THE CREATIVE // Printed Media

THE CREATIVE // Printed Media // 45

46 // THE CREATIVE // Guerilla Marketing

Along with traditional printed media, nontraditional guerilla marketing is also used in the Dutea campaign to create awareness of the brand.

This way, it all fits with the essential message of the brand, and it will definitely catch Hank’s attention. In addition, demolition trucks are not used anymore; not only are they very unique but also cheap to get your hands on.

The guerilla marketing is supposed to make Hank stop and think: “Hey, that’s cool. I wonder what Dutea is?”

The idea is to place old-school demolition trucks in front of boring buildings, and then replace the wrecking balls with Gallon tea bags in huge scale. The tea bags are going to be attached to the buildings, so it looks like the tea bags hit the buildings. This will indicate that Dutea is masculine and powerful – if you drink it, you can tear down a building!

At the same time there are plants growing from the point where the wrecking tea bags hit the building. This will indicate that Dutea is a natural product – it gives life to the boring buildings.

THE CREATIVE // Guerilla Marketing // 47

Rich media will be a part of the campaign within several applications for mobile devices. Based on Hanks daily routines there are several options to get his attention through mobile applications. For example, Hank does his grocery shopping at Trader Joes and Whole Foods.

Assuming that Hank has installed the Whole Foods (or similar farmers market) apps, it makes sense to place a banner ad within this app.

This banner advertising is going to build up awareness by showing Hank the new Dutea product. The main goal is to

48 // THE CREATIVE // Rich Media

communicate that Dutea helps Hank improve his fitness and helps him achieve his goals. To support this message we use visuals similar with the printed media and make the ads dynamic. First it will pop up as a short video (right picture) before transforming into a banner ad (left picture) providing a link to the Dutea website to present further information about the product.

Through this we are going to catch Hanks attention and provide him with information that will make him consider buying the product.

THE CREATIVE // Rich Media // 49

50 // THE CREATIVE // QR Codes

QR Codes are going to provide several options to create awareness, familiarity and finally purchase throughout the campaign.

In addition to rich media, we will place QR codes in magazines that fit Hanks interests such as GQ magazine.

In those types of magazines we will place a printed ad and combine it with a QR code. The QR code leads to further information on the Internet.

Furthermore, the usage of QR codes is going to be related to a big event sponsored by Dutea. The event will be an extreme scavenger hunt, which fits Hanks active lifestyle.

The hints in the scavenger hunt will be in the form of QR codes, which will also provide information about Dutea.

During the event all participants will get free tea and will be provided with branded materials such as towels and Dutea

bottles. The winner is rewarded with an extreme expedition to the Himalaya sponsored by Dutea.

These types of sponsored events will connect guys like Hank with the Dutea brand, and will make them more familiar with the product, which leads to further consideration.

Pictures of the events will be posted on Facebook, Twitter and the Dutea homepage to create awareness and familiarity about the brand through viral effect.

Through the creative use of QR codes we will reach Hank in his daily routines and his passion for sports. The scavenger hunt and similar events will transform product awareness into brand loyalty, as the participants will link the competition and the cool prizes to the Dutea brand.

THE CREATIVE // QR Codes // 51

As a part of the campaign we will also place banner ads on websites that are relevant to Hank’s lifestyle such as different health and sports sites.

Dutea will get Hank’s attention using dynamic ad banners and videos that once they are clicked, will direct him to the Dutea website.

Our prototype shows a surfer in slow motion surfing towards you. Suddenly, the screen is covered by waves and the campaign slogan appears. Finally, it loops all over again.

52 // THE CREATIVE // Web Display

Social media relates to several steps in the consumer purchase funnel. Our main goal with social media is to create proximity between all the Hanks and our characters in the creative and thereby create familiarity and consideration among the Hanks.

Awareness can be reached by mass media, but to create familiarity and consideration you have to get to a more personal level. We want to be identified as advisers or even friends by our audience. This is where social media tools become most useful.

The long-term goal is to make the Hanks loyal costumers, who will tell their friends about the brand. This way we can use these social media sites to generate word of mouth recommendations. After all, earned media is the most effective media.

Our idea of proximity is to create interactivity. We will engage all the Hanks to interact with Dutea’s social media sites, so we can build a strong relationship with them.

THE CREATIVE // Social Media // 53

First of all we have created a Facebook page, which will be named after the brand tagline: It’s your Dutea.

This way we communicate the brand message and not just the product. The Facebook page will feature the characters of the TV-spots through pictures and videos, which gives Hank the possibility to follow them on a more personal level. The Facebook page will be the place where they can find more information about the characters. We will post about adventures and achievements they have made.

We will also share pictures of guys like Hank in their successful day-to-day life, and show how they challenge

54 // THE CREATIVE // Facebook and YouTube

themselves in less extreme ways. Beside that we will post and share content that is appealing to Hank including links to promotions, events or activities.

Our Facebook page should be a source of information that encourages our customers to enter the masculine healthy lifestyle and challenge themselves in order to achieve their goals.

The Facebook page will be updated daily to ensure continuous interaction between Dutea and the consumers.

Facebook will also be used in combination with a YouTube channel where we will contribute extended documentaries about the campaign characters so our audience has a chance to get really close to them. The TV-spots will just be teasers that make Hank want to know more about them,

leading him to the Facebook page and YouTube channel.

Each documentary will leave the consumer wanting more, and will link to more videos. The extended documentaries will be aired exclusively on YouTube.

THE CREATIVE // Facebook and YouTube // 55

56 // THE CREATIVE // Twitter

Twitter is the social media site that creates the most intimate effect, and allows the public to stay in touch with our characters at any moment of the day so they can really get to know them. People tweet mostly from their phones, and that makes it possible to be in contact with our audience almost 24 hours a day.

We don’t have an overall Twitter account for the brand Dutea. Instead we have several accounts representing the characters of the campaign. Every account will be personalized under the character but we will make the brand present. They will follow everything Hank may be interested in, and of course also, what our characters find interesting since Hank looks up to them and wants to know about their interests. These person driven accounts ensure maximum proximity and promote Dutea as a friend or adviser, since the brand is not in focus. This way the

accounts are just sponsored by the brand, but not controlled by Dutea.

Twitter is the way of giving our target audience a way of being up to date with his favorite characters from the campaign. It is also a way to point out that our characters are not celebrities, but normal people challenging themselves through extreme sports. They will be posting everyday life pictures, breakfast with Dutea, late night status after finishing training and similar posts.

The Twitter accounts will be updated several times a day.

The characters are encouraged to engage as much as possible with the followers and answer each question asked. Videos and documentaries will be discussed as well as trend topics. We will also listen to requests of the followers on Twitter in order to elaborate future documentaries.

THE CREATIVE // Twitter // 57

We will use our branded email to motivate purchase. It is important that Dutea’s branded email is not solely promotional. We want the branded email to truly stand for the brand and be engaging and exciting for Hank.

Dutea’s biweekly email will contain insider tips to outdoor adventures in addition to coupons for Dutea.

Furthermore, each email will contain a new topic with new insider information. In this way, the branded email is integrated with the mass media campaign by giving Hank the information he needs to enjoy the same activities that the characters in the campaign enjoy.

58 // THE CREATIVE // Branded Email

Wasn’t that creative?

THE CREATIVE // 59

60 //

Dutea is a new tea product targeting a new segment within the tea market in the U.S. The new segment is young men with an active and healthy lifestyle. The development of Dutea stems from research on the current trends in the tea industry where we discovered two main findings: 1. We discovered that men are not drinking a lot of tea and that the current tea brands are not targeting men.

2. We realized that there is a growing trend for a healthy and active lifestyle among men and tea has the benefits that fulfill these needs.

Based on these findings Dutea is designed to be both manly and healthy, and this is never seen before in the tea

market. And that is why we believe that Dutea it is going to be a great success.

This is reinforced by the advertising campaign that is going to launch Dutea. The campaign is far from traditional and speaks directly to the heart of the target audience: all of the Hanks. Each of the creative elements will grab the Hanks’ attention and make them want to drink Dutea. We believe that our campaign will create a brand personality that will last in the minds of our target audience.

We are ready when you are. Ready to create deep impact by launching a tea product that young and active men have been waiting for.

Conclusion // 61