orgo-yo organic frozen yogurt sandwiches
COMM116 - ADVERTISING SAINT MARY’S COLLEGE, FALL 2012 SAMANTHA DIAMOND | JAZO MOISES FABRIZIA MAURO | ERIN HARNETIAUX
TABLE OF CONTENTS Executive Summary......................................... 4 Product Specifications.................................... 5 SWOT Analysis................................................. 7 Competitor Analysis........................................ 8 Creative Brief................................................... 10 Creative Execution.......................................... 12 Overview.................................................... 12 Media Plan................................................ 13 Creative Plan............................................. 14 Evaluation......................................................... 18 Conclusion........................................................ 19
table of contents | 3
Executive Summary As an $8.1 billion dollar industry, frozen yogurt is taking over the frozen novelties market. It is becoming the healthy alternative for your typical ice cream lovers, and is expanding to a wider consumer market. Companies such as TCBY, Blue Bunny, and Skinny Cow have dominated this market being the main producers of frozen yogurt novelties. One of the oldest and most popular frozen snacks is an ice cream sandwich. While frozen yogurt sandwiches are relatively new to the market, it is creating a competitive alternative to a traditional product. Our goal is to create a frozen yogurt product that is appealing to a wide audience of people. We started by targeting 25 to 45 year-old women (known as “Generation Y�) on the lines of health and ingenuity. We are creating a multimedia campaign which combines elements of outdoor, print, online, and social media to introduce our product to the market. Overall, our product is one thing - not your average sandwich.
4 | executive summary
Our product
Our product name is Orgo-Yo, a play-on name of organic and yogurt. Our frozen yogurt sandwiches will come in three cookie/frozen yogurt combinations: tart yogurt with sugar cookie, pomegranate yogurt with sugar cookie, and chocolate yogurt with chocolate chips. Our frozen yogurt sandwiches are shaped like slices of bread to give the appearance of an actual sandwich.
product specifications | 5
Our PACKAGING
These frozen yogurt sandwiches will be packaged in what look like bread bags. Each flavor has its own representative color that will be on the bag - tart and beige, pomegranate and magenta, and chocolate and brown. They will be sold in packs of 6 in single flavors. The logo of our product is its name, as the font we used has an organic look and represents our brand personality as a fun, organic product. 6 | product specifications
SWOT Analysis
strengths
weaknesses
unique shape
new to market
organic and delicious
97 related competitors
ability to start off fresh with a new product
existing competitors are distinguished
opportunities
threats SWOT analysis | 7
Competitors As a group, we decided to differentiate our product in a number of ways, which includes the packaging since this is an extremely important component when it comes to the customer choosing a product. In order to properly differentiate our brand, we decided to analyze the competition and see what their packaging was like. We consider our competition to be any company that manufactures low calorie frozen yogurt or ice cream desserts that distributes these products through a retailer. Therefore, some of our competitors include the following: TCBY Brand Message: As of 2010, we’ve remodeled our interiors and our brand to reflect our forward-thinking outlook on the future with a modern brand and logo, colorful palette and chic interior decor. We’ve been building a legacy of great tasting, healthy frozen desserts for the past thirty years and we don’t have any intention of slowing down or looking back. Blue Bunny Brand Message: Since 1913, the colossally creative artisans at Wells— the largest family-owned and operated ice cream manufacturer in the United States —have been hard at work putting all things chunky, chewy, rich and gooey into their ice cream.
8 | competitor analysis
Offerings: Frozen Yogurt, Greek Frozen Yogurt, Super fro-yo (healthier frozen yogurt), Frozen Yogurt: Bars (3 types), Sandwiches (1 type), Pints & Quarts Strengths: Been in business for 30 years, Household name, Concentrates on healthy products, Expanding rapidly, In grocery stores all over the nation, Been in the media “news” for the last 5 years Weaknesses: Not much advertisement Products: Ice Cream, Frozen Yogurt and Sorbet, Pints, Bars and Sandwiches, Variety of flavors Strengths: Been around for a very long time, Family owned , Offers alot of flavors and a variety of products, In grocery stores and ice cream trucks all over the nation Weaknesses: Not much advertising, Hasn’t been in the media since 2011, Does not concentrate of their frozen yogurt line offering very little flavors
Competitors Skinny Cow Brand Message: Since 1994, the Skinny Cow™ brand has made great-tasting ice cream snacks for dessert lovers who know that looking good and staying healthy doesn’t mean a life without indulgence. And now, we’re giving you even more to love, with a brand new line of rich, decadent chocolate candy. Try all our fabulous flavors today—and start living the Skinny dream.
Offerings: Ice cream Bars, cones, cups, sandwiches and shakes, Snack size ice cream, Candy products Strengths: Dietary product, Offers 125 different product, Offered internationally Weaknesses: Doesn’t concentrate anything on frozen yogurt, Not much advertising, Not in the media
After examining the competitors’ packaging, we realized that most of these treats were in the shape of a rectangle and were packaged in a plain cardboard box. This inspired us to get more creative with our thinking and come up with a package that would not only look different but also feel different. This is how we came up with packaging these “sandwiches” as if they were in a bread bag. We are doing this in hopes that our product will catch the consumer’s eye first. Our reasoning for such strong emphasis on differentiation comes from reading articles in class about the importance of being different and standing out even if it means receiving criticism. Being remarkable is key, and we feel that our product is definitely worth talking about.
competitor analysis | 9
Objective Create a campaign that consists of magazine, outdoor and Internet to introduce consumers to the product. The greater theme for this product is the idea of a balance between mind, body and soul.
10 | objective - creative brief
Who/What/Why Who we are talking to: 25-45 year old Generation Yers who wants to enjoy treats but are also conscious of their health, and that of their families. These consumers are looking for a fun, smart choice to an every day dessert. Generation Y are made up of eco-friendly, health conscious individuals who are riding the health and wellness trend while keeping their families in mind. They are daily consumers of desserts, and prefer products that are free from preservatives and other harmful chemicals. What we’re telling them: There’s a fun, healthy organic dessert alternative that can easily be incorporated into their wellness lifestyle. Why they should believe us: Orgo-Yo is the healthy dessert alternative that consumers can enjoy. The product is made of organic nutrients that help nourish and balance the body. Simultaneously, this product feeds the soul with its great taste and fun look, while taking care of the mind by making a healthy choice. Brand Personality Mind, body, and soul, health conscious, light-hearted and innovative
creative brief | 11
Media Strategy WEBSITE Our website is a launching point for our brand, giving Orgo-Yo its own place on the internet, where those interested can go for information about our product, distribution, and nutrition facts. SOCIAL MEDIA Tactic: Interaction with Audience Our social media plan aids in our interaction with our Generation Y demographic. We will be using a Facebook and Twitter page to interact with our audience year round, answering questions and responding to concerns directed towards those specific accounts. We will also be harnessing the power of blogging, by having guest bloggers from blogher.com (in April) and health & fitness blogs (in January) talk about our product. OUTDOOR Tactic: Billboard We will be buying billboard space on freeways near suburban towns for our outdoor advertising. We will create a billboard with the title “Not Your Average Sandwich� in the summer months of our product just after the launch to familiarize consumers with our product. PRINT Tactic: Print Communication We will be placing print advertisement strategically throughout the year, in magazines aimed toward females, and magazines about health and food. INTERNET Tactic: Banner Space We will be buying internet advertising space on the above magazine websites and on the blog websites which will link viewers to our website. We can also use this to gauge interest of the product with our internet audience.
12 | creative overview
Media Plan
media plan | 13
Outdoor
Our outdoor advertisements will be on large billboards, strategically placed along freeways of suburban towns. These advertisements will be a large Orgo-Yo bag with sandwiches sticking out. Above is the Orgo-Yo logo, as well as the catchphrase, “Not Your Average Sandwich.� These advertisements are designed to attract drivers to look at the sign for the limited time that they have while driving.
14 | creative execution
Our print advertisement plays off of both Yoga culture and our theme of “Mind, Body, Soul.” Our print advertisements will be people doing yoga in serene nature while holding our products. Aside from our large copy/heading at the top, there is also copy on the left of the page. which says: “A perfect blend between a delicious treat and a healthy snack, this light hearted, innovative frozen yogurt dessert breaks the mold of your average sandwich. The delicious mixture of a soft cookie and frozen yogurt center consumes every taste bud.” creative execution | 15
Internet Banners
Our internet advertisements will be in the form of vertical banners that will be on the websites of magazines that we advertise off of, health blogs, and mom blogs. These advertisements follow the yoga motif of the print ads, but only display the “Mind, Body, Soul” text and the Orgo-Yo logo, as banner advertisements aren’t looked at for as long of a period of time.
16 | creative execution
Social media TWITTER We will use Twitter as a way to release quick updates about the company and its products. However, we can also use Twitter as a Public Relations tool, responding to questions and concerns about our product. FACEBOOK We will be using Facebook as a general way for fans and consumers of OrgoYo to stay connected with the product. Pictures and reviews of Orgo-Yo products will be posted to the Facebook page. We will also use Facebook as a way to promote our product, and also to use Facebook Deals as a way to promote Orgo-Yo in its inception. GUEST BLOGGERS We will be paying guest bloggers on mom blogs (such as blogher.com) during the first five months our product is released, and on fitness blogs in January and February. These guest bloggers will talk about our product and give their readers an honest opinion of Orgo-Yo. Because these guest bloggers will have large reach, they will be able to attract a wide variety of consumers in our target consumer demographic.
creative execution | 17
EVALUATION WEBSITE AND SOCIAL MEDIA The website host allows us to check how many hits our website gets over varying periods of time. We are predicting that during the April-May and JanuaryFebruary period our website will get the most attention. Facebook and Twitter will be monitored using an analytics page on both websites. Our web banner clicks can also tell us how many people click through to our website. OUTDOOR It is difficult to keep track of how many people see our outdoor advertisements. However, we will place the outdoor billboard as close as possible to a suburban freeway intersection to maximize the number of people who see our advertisement. PRINT Our print advertisements will be analyzed by how many copies of the particular issues are purchased as well as with increasing web traffic.
18 | evaluation
Conclusion Orgo-Yo strives to create a product that is unique, innovative, and healthy for our consumers. Through our multimedia advertising strategies, we plan to introduce a product that’s not your average sandwich which helps to maintain peace of mind, body, and soul.
conclusion | 19
COMM116 - ADVERTISING SAINT MARY’S COLLEGE, FALL 2012 SAMANTHA DIAMOND | JAZO MOISES FABRIZIA MAURO | ERIN HARNETIAUX