Live Your Drink SHOTTERPOPS Project for Advertising class Acted as project manager, art director, marketing director, graphic designer, packaging designer, costumer, photo and commercial shoot director. As a team we developed a product and our advertising campaign for “Shotterpops” (the adult version of a popular frozen treat “Otter Pops”). I took the initiative and played many roles because I recognized that this was what I was made to do! Full report available in print upon request.
Produced for Journalism 331 at California Polytechnic State University San Luis Obispo Fall 2008
Table of Contents
Serving Size
The Product Description History Lifecycle Purchase Location Pricing Partnership Competition Slogan Image Packaging Secondary Uses Meet the Flavors The Market Demographics Target Markets The Budget Cost of Production Pricing Breakdown Total Advertising Budget Media Profiles Budget Breakdown The Ad Campaign Marketing Strategy Commercials Magazine Ads The Internet The PR Department Mission Internal Communication External Communication Crisis Management Event Sponsorship The ShotterPops Team The Contributors The Sources
% Daily Value*
ShotterPops is an innovative and exciting way for active adults to enjoy their favorite bar drinks in any setting. First, the size and shape of each pop is designed for your active lifestyle. Their slim shape allows you to slip a few in your pocket or purse on your way out without being bulky or awkward. The package is easy to hold and carry, allowing you to be in the middle of the action without your drink getting in the way. An easy-off top lets you decide when to get the party started.
History
The ShotterPops legacy began long ago. It was not a well thought out idea conceived by business executives in black suits deliberating at round tables. The original idea was discovered by accident! In 2003, the founder of ShotterPops, Mike Gordon, was a business major at Cal Poly in San Luis Obispo, California. Mr. Gordon was falling behind on his studies and was forced to take summer courses. Because of the straining juggle between work and school, and the ever demanding struggle of a College student’s monetary survival, Mike desired and affordable alcoholic beverage that would also be a refreshing escape from the hot summer days. It was this desire that inspired Mike Gordon to dream up the idea of the “ShotterPops!” An affordable, convenient, blended, frozen, alcoholic drink, without the mess of a blender. The first ShotterPops were made with fruit juices, containing only 15 calories each… the result - a healthy alternative to many of the flavored shots found at bars or restaurants.
Mike was well aware that he would have to find the perfect blend of alcohol and fruit juice to ensure the desired slush effect. For Mike, Fall Quarter ‘03 was spent in the Cal Poly Chemistry Lab, where he could be found sporting safety goggles and test tubes, in search for the perfect freezability ratio. Finally, on November 9th, 2003, a breakthrough in ShotterPops history was made when Mike and best friend, Billy Gordon (no relation), balanced the chemical equation still used today. Mike Gordon’s simple yet brilliant idea was a huge hit among his fellow college students and was soon a San Luis Obispo favorite. Mike sold ShotterPops out of his garage freezer for almost nine months. The humble business boasted approximately $4,500 per month, until August of 2004, when he ran into trouble with the California State Liquor Board, and had to close down. Luckily for all Americans, parts of Mexico, and four Canadian Provinces, ShotterPops had grown in leaps and bounds, and was picked up by a frozen food mother company, FreezeSmartz. Today, Mike Gordon serves as CEO of FreezeSmartz, the largest frozen food company in Northern America. Although he never graduated from Cal Poly, due to the demands of his booming ShotterPops business, he accredits the University’s summer courses with his muse for the ShotterPops idea. In 2007, ShotterPops made national headlines, when the company sold it’s 60 millionth ShotterPops! ShotterPops, now a household name, is a publicly owned company and is still on the rise and going strong, despite the recent stock market trouble. The company’s success is due largely in part to Mike Gordon’s sound business principles, which is now the ShotterPops business motto:
The motto is recited every morning by ShotterPops employees throughout the world. And the rest, as they say, is history. Just purchase and freeze, and you are on your way to a refreshing enjoyable alcoholic beverage, and an American tradition.
The Product
“To be the best, seek the best, and make the best. The ShotterPops is a fine example of hard work and believing in yourself, your dreams, and your future. Cheers!” -Mike Gordon, Founder/CEO
The Product
Life Cycle ShotterPops, although new to the market, are in the growth stage of a product’s life cycle. The demand for alcoholic beverages is ever present among 18-24 year old males and females. In Fall 2005, individuals ages 18-24 consumed 27,962 alcoholic beverages, while the total number of beverages consumed by adults was 215,800. In Fall 2006, individuals ages 18-24 consumed 28,098 while the total number of beverages consumed by adults was 218,289. In Fall 2007, individuals ages 18-24 consumed 28,105 alcoholic beverages and adults in general consumed a total of 220,847 alcoholic beverages. As shown by the number of consumed beverages, the demand for alcoholic beverages has increased each year from 2005 to 2007. More specifically, already prepared mixed drinks such as Cosmopolitan, Fuzzy Navel, Mojito, and Jack and Coke have been popular with individuals ages 18-34. As the demand for alcoholic beverages increases among this age group, so does the demand for already prepared mixed alcoholic beverages. ShotterPops will penetrate the growing market of already prepared mixed drinks by offering inexpensive versions of mixed alcoholic beverages such as “Cosmo Kitten” (cosmopolitan) and “Cactus Jack” (pineapple juice, orange juice, and Jack Daniels).
Purchase Location
ShotterPops are readily available at national retailers such as Costco and Wal-Mart. These retailers are household names, known for their quantity packs and superb prices, making them a perfect selling location. Since ShotterPops are sold in a variety pack the brand can easily identify with the products that these retailers already offer. ShotterPops will also be available at a number of drug stores across the country. Since there are different companies across the country, ShotterPops will not be limited by regional stores.
Pricing
Why pay $23.99 per box? Simple! ShotterPops, offers its consumers more than just a quick, easy drink. With Stoli Vodka being the main alcohol in the majority of the ShotterPops Flavors, ShotterPops offers more than a bottle and a half of vodka in each box. This gives the consumers more alcohol for their money, along with a fun, creative, and spontaneous way of consuming tasty beverages.
Partnership
In order to provide the best pricing for its customers ShotterPops has partnered with Stolichnaya “Stoli” Russian Vodka. Because five of the seven flavors of ShotterPops contain vodka, a vodka partnership is the best choice. Stoli also has a number of flavored vodkas, for future expansion of the ShotterPops flavor choices. This partnership allows for smaller production costs. In return, Stoli will receive some of the profit, as well as the Stoli logo placed on all ShotterPops promotional material and packaging that contains the Stoli brand of vodka. Stoli will also feature ShotterPops on its web page: www.stoli.com, which currently includes an innovative look at the history of Stoli vodka and will in the future have a similar feature for ShotterPops.
Competition
ShotterPops biggest competition is other ready to drink (RTD) products and wine coolers. ShotterPops is a superior product because, unlike their competition, it’s a frozen, on-the-go, tasty, beverage meant to tantalize your tongue. Although Shotpaks, plastic pouches of cocktails, offers a similar product, the market is small and ShotterPops are ready to penetrate. The association of the ShotterPops name with Otterpops arouses the nostalgia of the 21-35 year olds that remember Otterpops as a staple on a hot, summer day.
The Product
ShotPak Vodka Energy drink is a 50 ml plastic stand-up pouch. Shotpak offers the convenience of ShotterPops, but ShotterPops offers consumers more alcohol per pack, a better tasting beverage, and more flavors. Flavors include mixed drinks such as Kamikaze and Lemon Drops. Price: $2.00 per pack
The Product
Bartle and Jaymes (BJ’s) wine coolers Bartles & Jaymes is a flavored wine cooler and malt beverage line produced by the E & J Gallo Winery in the United States, and introduced in 1981. While BJ’s offers consumers more flavors, ShotterPops are more convenient and transportable due to their ready to go package. Flavors include Strawberry Daiquiri, Fuzzy Navel, Exotic Berry, Margarita, Pina Colada, Classic Original, Tropical Mango, Blue Hawaiian, Strawberry Margarita, Raspberry Pomegranate, Body Shot Lime, Mojito, and Sangria. Price: $5.99 per four pack.
A Bountiful Harvest Stirrings and Rimmer A Bountiful Harvest everyday gourmet offers consumers packages of drink mixer and rimmer Unlike ShotterPops, Bountiful Harvest does allow consumers to choose proportions of mixer to alcohol and has a sophisticated image. However, ShotterPops is more convenient, significantly cheaper, and requires no preparation. Flavors include: grapefruit Margarita, Margarita, Pina Colada, Lemon Drop, Chocolate Peppermint Tini, Wild Blueberry, Mojito, Watermelon, Cosmopolitan, Apple Martini, and Peach Bellini. Price $19.90.
Slogan
We have cultivated two main slogans that we use on every ShotterPops box as well as in the print ads and commercials. The phrases, “More than a bottle in every box,” and “Live your drink” help conceptualize the ShotterPops identity. We stress the slogan, “More than a bottle in every box” to send a clear message to each customer that more than 750 mL of alcohol are in each box of ShotterPops. This level of alcohol was appealing because it offers a desirable proportion of alcohol for a profitable, yet affordable price. The slogan, “Live your drink” was born from the concept of consumers feeling personally connected to their drink. Each ShotterPops has a specific color, character, style, and personality thus, consumers can literally, “live their drinks” by choosing to drink the ShotterPops that reflects their personality, or perhaps brings out a side of their personality that would otherwise remain hidden. In this way our target demographic can develop a closer relationship with the ShotterPops family.
Image The ShotterPops image attempts to evoke the desire to let loose, have fun, and dare to unleash your inner ShotterPops character. The seven colors on each section of the box are vibrant but not harsh. They retain a warmth similar to crayons, inspiring consumers to forget the stress of school or a busy work day, embrace their creative, carefree nature and let ShotterPops be the facilitator. Each color along the box is attached to a specific ShotterPops character so consumers can relate to the ShotterPops family on a more intimate level. Our characters range from the rugged Cactus Jack to the charming Pineapple Parrot appealing to a diverse audience. The box itself resembles a shot glass with a widened brim and a tapered base. The dividing black lines along the box allow the entire package to be stacked both right side up and upside down while maintaining visual appeal of the box shape. The logo has a jagged, crushed ice effect and the ‘H’ recalls the image of a shot. The vertical positioning of the ShotterPops logo permits readability in both positions as well.
The Product
The Product
Packaging
Our lightweight packaging is flexible and unobtrusive, yet strong and durable to prevent leaks. In our effort to help protect the beautiful earth we all love to enjoy, ShotterPops packing is made from recycled materials which conserve the earth’s resources and can be recycled over and over. The patented PopLiner provides strong insulation to keep your ShotterPops cool, icy, and refreshing even when they’re not in the freezer. The sleek box design is light and compact making transportation a breeze. If your taking ‘em with you and need to keep things cool, just open the top of the box, over-load with ice, and hit the road. The box is also lined with PopLiner so your drinks will be chilled and fresh for hours of enjoyment. Once you’re done, help keep America litter free by using the box as a recycling container for the wrappers. Since the box is also 100% recyclable, when it’s full, just throw it in a recycling container.
MORE than a
bottle
in every
BOX
* based on a 750 mL bottle
Secondary Uses for the ShotterPops Box Receptacle for when things come up‌ (drink responsibly) Flower vase Halloween candy basket Charades draw box Door entry umbrella holder Party size chocolate pudding bowl‌ you can never say no to pudding Remote control/ DVD holder
The Product
The Product
Meet the FLAVORS George Washington Apple George is all about helping with your education. From higher education to street smarts, it’s all important. He’ll teach you all he knows about life. Starting with myths. For example, the cherry tree, the locness monster and gravity.
Kamikaze Caterpillar This crazy critter is all about amazing orange flavor with blue color to boot. If you’re looking for your loco side rip open a Kamikaze Caterpillar and start shredding waves, snow, concrete, whatever suits your fancy.
I Love Lucy
The Product
Forget the old Lucy! A new twist on an old favorite. This young lady is mischievous and flirty. When you meet this Lucy you’ll get what we mean by mischievous.
The Product
Cosmo Kitten This one isn’t short of the cat’s meow. Full of tangy sweetness who could resist playing games with the Cosmo Kitten.
White Gummy Bear Everyone’s favorite, he’s sure to be your new best friend. Watch out for the bear hugs, you’ll get stuck on them.
Pineapple Parrot Full of fruity pineapple and coconut, this parrot is definitely nuts! If you’re ready for a walk on the wild side take a tour with the Parrot.
Cactus Jack
The Product
Nothing phases this guy. The smooth blend of whisky, orange juice and pineapple juice don’t match his rugged appearance or spiky name. Enjoy riding off into the sunset with this cowboy.
Demographics ShotterPops’ consumers’ demographic is very broad due to the products multitude of assets. Since we are concerned with long-term, loyal customers, we considered heavier drinkers to be a more appealing market for our product. As an over-arching trait for our target market, we will focus solely within people who have either graduated or attended a university, as these demographics are more likely to drink mixed drinks frequently than the rest of the population, respectively. Statistics suggest that if a person has not attended college, they are far less likely to consume our product. Our studies indicate that those who have not attended college will range anywhere from 17% to 37% less likely to show interest in ShotterPops. We will also focus on an age group from the ages of 21 to 34 to both abide by legal obligations when promoting alcohol, as well as maximize our sales potential, as this age group is cumulatively around 13% to 14% more likely than all other age groups to express interest in our product. This age range is strongly appealing, as our product is aimed at a youthful, yet mature demographic (MRI +). Research suggests that there are several other traits that have proven to be popular among the mixed drink demographic. We are currently interested in consumers that have never been married, whom, studies show, are 20% more likely to consume mixed drinks heavily than those
who have been married. Married respondents, as well as widowed/ divorced respondents proved to be 4% and 14% less likely to consume mixed drinks, respectively. We are concerned with both men and women in our age range, as both have proven to be markets that drink mixed drinks heavily. Women in our concerned age group are approximately 12% more likely to consume our product than all other demographics. Similarly, men in our age group are 15% more likely. In response to this information, we see no pressure to structure our advertisements in a way that strongly favors either sex. Therefore, ShotterPops promotional elements will include advertisements aimed at both women and men. Gender-specific advertisements for ShotterPops will be distributed among their respective magazines. For example, our “Cosmo Kitten� advertisement will be found in Cosmo magazine, whose subscribers are predominantly female (MRI +). When looking at race, ShotterPops unfortunately suffers some great limitations. According to our studies, the only profitable market to promote our product towards is the white market, since all other races are less likely to drink mixed beverages. It is fortunate for the product that 75.1% (2000 Census) of the population is white. Furthermore, there is a strong overlap between this demographic and the regions of the United States where heavy mixed beverage drinking occurs. The North East and Midwest regions of the United States are 17% and 11% more likely to consume our product than all other regions (MRI +). These more enticing regions coincidentally have the highest ratio of whites to all other races, totaling 77.5% white in the North East, and 83.6% white in the Midwest (2000 Census). Although ShotterPops advertising will not directly display any racial biases, this information is useful in our analysis of many other racially related qualities, such as language. Since we are more concerned with an American market and the Caucasian demographic, ShotterPops advertisements will only be published in English.
The Market
As income levels rise, so does the probability that one will consume mixed drinks. The cutoff for when it becomes beneficial to target a market based on income is at a yearly income of $60,000. Since most students are not financially independent, however, this statistic is inaccurate and inapplicable to our data. Therefore, ShotterPops is less concerned with our consumers’ income, and more concerned with indicators of high income. For example, a student attending a university suggests a higher probability of larger income within the family. Furthermore, a college graduate also implies a greater personal income.
The Market
Target Markets Ian Penn: I am a junior at Cal Poly and when I am not studying for a test I am usually playing guitar with my band. We have been together for a couple of years now but we still have trouble getting heard. We realized that without an audience we are just a bunch of dudes listening to themselves jam so august of 2006 we advertised free ShotterPops to be given away at the venue. There was a huge turnout and since then we have had multiple gigs downtown due to word of mouth. Now whenever we practice we always have a box of ShotterPops to pay tribute.
Sarah Abelson: I’m a Senior at UC. Santa Barbara and President of my Sorority Phi Theta Beta. We are constantly throwing parties for special occasions such as birthdays and holidays and I have found that ShotterPops are always a big success among the girls and among our bank accounts. They are reasonably priced when catering to a group of friends and all the sisters love the different characters and flavors (especially Cosmo Kitten!).
Jason Watts: I am a sophomore at UCLA and sometimes the guys and I like to grab a box of ShotterPops, chill on the couch, and play video games after a hectic week. The great thing about ShotterPops is I don’t have to worry about my friends spilling drinks on my carpet or anyone breaking a glass. The clean up is also really easy because the ShotterPops container becomes a waste basket. I am still using mine in my kitchen from last week.
The Market
Anise Jacobs: As a junior I have a very busy schedule but I always make time for outdoor adventures with a group of my friends from the Outdoor Adventure Club. Every weekend we take trips backpacking, caving, rock climbing, kayaking, you name it, and it has become tradition to buy a container of ShotterPops for each trip. My friends and I love hanging out in nature after a long day of hiking, getting back to camp and opening a cold ShotterPops. It really hits Go on an a good note Adventure with with the environmental ShotterPops community because the container is made out of all recycled materials and it is really portable.
Cost of Production ShotterPops 28 pack box sale price: $23.99, 1/2: $11.99 Population aged 15-30: 60,496,000 20% of 60,496,000: 12,099,200 12,099,200 x 11.99: $145,069,408 Budget 3% of $145,069,408: $4,352,082.24 PR Budget within Advertising Budget
$145,069,408
ShotterPops Advertising Budget
Pricing Breakdown George Washington Apple 1 oz Whisky 1.5 oz Sour Apple Pucker 1.5 oz Cranberry Juice Total
.33 .27 .06 $0.66
Pineapple Parrot 1 oz Malibu 3 oz Pineapple Juice Total:
.31 .09 $0.40
Cosmo Kitten 1 oz Stoli Vodka 1 oz Triple Sec 1 oz Lime Juice 1 oz Cranberry Juice Total:
.05 .15 .06 .04 $0.30
Kamikaze Caterpillar 1 oz Triple Sec. 1 oz Stoli Vodka 2 oz. Lime Juice Total:
.15 .05 .12 $0.32
Total:
.05 .09 .09 $0.23
I Love Lucy 1 oz Stoli Vodka 1.5 oz Grenadine 1 oz Sweet/Sour
.05 .33 .06 .06 $0.50 .33 .05 .05 $0.43
Total Cost of all 7 in box: $2.84 Total at 4 per flavor, 28 in box: $11.36
The Budget
White Gummy Bear 1 oz Stoli Vodka 1 oz Peach Schnapps 1 oz Sweet/Sour 1 oz Lime Juice Total: Cactus Jack 1 oz Whisky 1.5 oz Orange Juice 1.5 oz Pineapple Juice Total:
The Budget
Media Profiles Internet Facebook
• 60+ million users • 85% of market share of 4-year universities • 6th most trafficked site Broken down into price range and duration: Price: Duration: $25,000-$50,000 1-4 weeks $50,000-$100,000 1-3 months $100,000+ 3+ months
Myspace
• 110 million monthly active users • 85% 18 or older • Most trafficked site Broken down into price range and duration: Price: Duration: $3,000-$10,000 1-3 months $10,000-$30,000 3-6 months $30,000+ Immediate Research Only
Magazines Cosmopolitan Readers described as “Fun fearless female”
• 2,902,797 subscribers • Ages 18-34: 8,696,000 (56.3% of readers) • Readers per copy: 6.8 • Median income: $59,400 1/3 Page: $108,000 Third Cover: $237,500
Maxim
Maxim is a guy’s go-to guide for everything, from gadgets to women.
1/3 page: $96,700 each 12x 85,096 each Third Cover: $265,934 each 3x $234,022 each
The Budget
• 2,548,610 subscribers • Ages 21-34: 8,015,000 (59.2% of readers) • Readers per copy: 5.3 • Median income: $65,967 (21-34) $63,632 (total)
The Budget
Magazines Rolling Stone
Rolling Stone magazine is a cultural icon. It’s the number one pop culture reference point for over 12 million young adults. • 12,799 subscribers • Ages 18-34: 7,729 (60% of readers) • Median Income: $63,538 Full Page: $157,880 each
Playboy
Readers are described as “Brand conscious, outdoor enthusiasts, trendsetters, socially active” • Ages 18-34: 54% of readers • Median income: $54,450 Full page: $143,300 each 12x $130,400 each
Television Stations Spike TV:
Man’s new best friend. Spike is the first network for me that’s dedicated to delivering programming that addresses the lifestyle of today’s modern man, including sports entertainment, blockbuster movies, popular franchises and innovative originals. $295,000 per 30 second commercial Target Audience: • Median Household Income: $69,466 • 68% Male; 32% Female • 67% are between the ages of 18-49 • 59% are between the ages of 25-54
Comedy Central:
$72,000 per 30 second commercial Target Audience: • Median Household Income: $60,000 • 68% Male; 32% Female • 67% are between the ages of 18-49
The Budget
The first choice for distinctive comedy. Comedy Centrals ground breaking original programs have successfully differentiated Comedy Central as a unique brand. Innovative originals like The Daily Show with Jon Stewart, South Park, and Mind of Mencia have reinvented classic genres such as news, animation, and comedy variety. As a highly targeted, vertically programmed network, Comedy Central also delivers one of cables most concentrated, upscale audiences among key demographics.
The Budget
TBS Superstation:
The TV Haven for the Regular Guy through an extensive branding initiative that will make the network the top-of-mind destination for its audience within an increasingly competitive marketplace. $39,000 per 30 second commercial Target Audience: • Median Household Income of $60,000 • 33% professional, managers • 68% Male; 32% Female
E!:
Entertainment Television is the only 24-hour network devoted entirely to celebrities, entertainment and Hollywood. E! features original programming ranging from daily news updates to celebrity interviews to original movies and specials. E! goes behind the scenes of Hollywood and beyond. In addition, E! offers live, celebrity packed coverage of all major awards shows such as the Oscars, the Primetime Emmys, the Golden Globes and the Grammys. $********* per 30 second commercial Target Audience: • Women 18-49 • Male 18-34 • E! is currently available to 89 million cable and direct broadcast satellite subscribers in the United States
Billboards San Francisco, Ca San Jose, Ca
New York, Ny x 2
Las Vegas, Nv
Orlando, Fl
San Diego, Ca
Los Angeles, Ca x 2 Each Billboard is $2,500 per month
The Budget
Miami, Fl
The Budget
Budget Breakdown TV
$130,725,000
94%
TBS $39,000 per 30 seconds 5x per day 75 days $14,625,000 E! Entertainment $240,000 per 30 seconds 3x per day 50 days $36,000,000 Spike $295,000 per 30 seconds 3x per day 60 days $53,100,000 Comedy Central $72,000 per 30 seconds 5x per day 75 days $27,000,000
Web
$90,000
Facebook $25,000 per month 3 months $75,000 Myspace $5,000 per month 3 months $15,000
.06%
$7,811,716
5.94%
Cosmopolitan 1/3 page $102,800 12 issues $1,233,600 3rd Cover $237,500 2 issues $475,000 Rolling Stone 1 page $157,880 12 issues $1,894,560 Maxim 1/3 page $85,096 12 issues $1,021,152 3rd Cover $257,934 6 issues $1,547,604 Playboy 1 page $130,400 12 issues $1,564,800
Billboards (as a part of Print) $2,500 per month 3 months 10 billboards $75,000
Total Budget Used: $138,626,716
The Budget
Total Budget $145,069,408 Total Without PR $140,717,325.76
Marketing Strategy: Breaking it up Characterizing the drinks Targeting specific personalities Each character is meant to stand alone in the advertising campaign to support the notion that you can “Live your drink” through ShotterPops and the product’s diverse characters. For example, the Cosmo Kitten would make a great character to advertise across the board in men’s and women’s magazines because of her sex appeal and beauty. On the other hand, the Kamikaze Caterpillar stands as a great representative of ShotterPops at the X-Games (please see the PR section). Having a diverse cast of characters within the product’s branding allows for versatility in marketing. Each situation can be allotted a different character to suit the audience of that particular medium.
Commercials Please see the DVD for examples The first three commercials have been produced. Each commercial is a spotlight of a particular ShotterPops character and their interaction with the consumer and the world they live in. The commercials tend to be comical and short, to draw the attention and entertain, with the result that the audience desires the products influence in their life. Leading the consumer to “Live their drink.� MGMT is the source of this set of ShotterPops them songs. The music is upbeat and interesting, but appeals to a large audience and evokes the desire to have fun and dance, much like ShotterPops.
The Ad Campaign
The Ad Campaign
Commercial Write-ups White Gummy Bear 30 seconds. Actors: college guy, White Gummy Bear Scene 1: Slow pan of a really messy living room, college guy walks into shot and stares at mess. Scene 2: Close up of pizza box with a phone number and message Scene 3: Close up of guy dialing number Scene 4: Quick cut to White Gummy Bear, lounging on couch making an obvious “NO” signal. Scene 5: Gray ShotterPops logo, black screen, Stoli Logo and “Please drink responsibly!”
I Love Lucy
15 seconds. Actors: 2 college girls, I Love Lucy Scene 1: Slow pan of a really messy living room, college guy walks into shot and stares at mess. Scene 2: Close up of pizza box with a phone number and message Scene 3: Close up of guy dialing number Scene 4: Quick cut to White Gummy Bear, lounging on couch making an obvious “NO” signal. Scene 5: Gray ShotterPops logo, black screen, Stoli Logo and “Please drink responsibly!”
Cosmo Kitten 15 seconds. Actors: college guy and girl/Cosmo Kitten Scene 1: College guy and girl watching game on the couch Scene 2: Girl gets up to grab a drink, asks guy if he wants one, too Scene 3: Girl goes behind bar, re-emerges as the Cosmo Kitten Scene 4: Girl rejoins guy and they reach into the ShotterPops box Scene 5: Pink ShotterPops logo, black screen, Stoli Logo and “Please drink responsibly!”
George Washington Apple 15 seconds. Actors: George Washington, college student Scene 1: Student sits in classroom taking a test in his seat Scene 2: Student gets to question and struggles; doesn’t know answer Scene 3: George Washington appears and whispers into the student’s ear, “Live your drink!” Student remembers answer, finishes test Scene 5: Student celebrating graduation with ShotterPops Scene 6: ShotterPops logo, black screen, “Please drink responsibly!” also, “ShotterPops, proud supporter of higher education.”
Kamikaze Caterpillar 15 seconds. Actors: college guy and girl, Kamikaze Caterpillar Scene 1: Boy and girl are flirting at a party. Scene 2: Boy and girl are shown leaving party through front door. Scene 3: Boy grabs keys out of right front pocket of jeans. Scene 4: Kamikaze Caterpillar steps in, grabs keys and says “Live your drink RESPONSIBLY!” Scene 5: Boys sulks on street corner, while girl and Caterpillar walk away, hand in hand. Scene 6: Blue ShotterPops logo, black screen, Stoli Logo and “Please drink responsibly!”
Cactus Jack 15 seconds. Actors: Cactus Jack Scene 1: Cactus Jack is dehydrated and crawling in the desert Scene 2: Cactus Jack sees mirage of ShotterPops in the distance Scene 3: Grabs lasso, lassos mirage and brings ShotterPops box to him Scene 4: Rips open box, consumes ShotterPops, Scene 5: Rehydrated and more youthful, Cactus Jack jumps onto horse Buckey and rides off into the sunset. Scene 6: Orange ShotterPops logo, black screen, and “Please drink responsibly!”
Pineapple Parrot
The Ad Campaign
15 seconds. Actors/ Props: Pineapple Parrot, people partying at house Scene 1: People partying and dancing at a house party Scene 2: Door bell rings and boy goes to answer it Scene 3: Pineapple Parrot walks in and party comes to a sudden halt, with all eyes being on Pineapple Parrot. Scene 4: Pineapple Parrot struts through party goers, dancing and drinking ShotterPops. Scene 5: Obvious popular party goer looks at Parrot, nods in approval Scene 6: Party continues Scene 7: ShotterPops logo, black screen, “Please drink responsibly!”
On the following pages there are two examples of ShotterPops Ads. They each feature the Cosmo Kitten to show how ShotterPops can be advertised in various layouts. Each ad will highlight a specific character including the flavor color and a blurb about the character. Each layout also includes the ShotterPops logo, package shape, at least one of the slogans, and a picture of the entire ShotterPops group. The same picture of all the characters in each ad will correlate the individual flavor to the product and group as a whole. Each ad also contains “Drink Responsibly” because ShotterPops promotes responsible drinking.
Live Your Drink
The Ad Campaign
Magazine Ads
Meet Miss Kitten. That’s Cosmo Kitten to you.
ShotterPops only uses a full page and 1/3 page verticle layout to enhance the branding and recall the shape of both the box (full page) and individual packaging (1/3 page).
The first is an example of the 1/3 page vertical layout. The vertical shape fills the gutters or edges of page layout and follows the size and shape of the ShotterPops packaging.
Drink Responsibly
Full Page Magazine Ad
Live Your Drink With Cosmo Kitten and all her friends
MORE than a
bottle
in every
BOX
Once again the ShotterPops ad contains at least one slogan (in this case both slogans are used) the specific flavor’s color and character and the package shape. Also necessary is the Stoli logo and “Drink Responsibly” part of our partnership and PR initiative to promote responsible drinking. The ShotterPops ads are simple, bright and highlight the personality of the specific flavor. In this way the eye is quickly attracted to the ad and the audience can “live their drink” by identifying with the characters.
The Ad Campaign
* based on a 750 mL bottle
Drink Responsibly
The Ad Campaign
Internet: Web Banners and Ads Live Your Drink
Myspace:
The ShotterPops banner is simple and bright, following the style of all the other marketing of the product. There will be no pop-ups, annoying roll-over games or gimmicks. Just a click will bring the consumer to the ShotterPops web site that will have more than enough entertaining features to make it unnecessary as part of the banner. Even if the audience chooses not to follow the banner to the ShotterPops webpage the image of the ShotterPops logo has already been seen, along with one of ShotterPops brignt colors and the “Live Your Drink� slogan.
Facebook:
Facebook ads run vertical along the side of the page. ShotterPops will once again not be annoying. The use of the ShotterPops group picture and the question: Which ShotterPops flavor are you? sparks interest in the ad. The ads on Facebook will also include a blurb about the ShotterPops web site features or special promotions.
Which ShotterPops flavor are you?
www.ShotterPops.com Live Your Drink click here for summer specials, fun facts and games.
The ShotterPops Web page
Create New Flavors!
Flavors
Games
Stoli.com
Trivia
The ShotterPops web site includes information about the product and each of the ShotterPops characters. The web site is interactive, When the client rolls over the the ShotterPops character the ShotterPops pop appears, extending to include links.
The Ad Campaign
Find the ShotterPops commercials here!
Where can I purchase ShotterPops?
ShotterPops feels that as an alcoholic beverage company it has a special commitment to promoting legal, responsible and safe drinking. Every step ShotterPops takes is questioned for target audience, public image and moreal responsibility.
Mission
Our mission at ShotterPops is to provide responsible adults with an onthe-go drink that fits in with their active lifestyle and most importantly, is fun. We want our drinks to be easy to take along when others aren’t. We want our drinks to be refreshing and delicious when needed the most. We want the design and characterization of each drink to bring a smile and some spunky attitude to customers. We want to be the premier ready-to-drink beverage. Because of the dangers of alcohol, we promote responsible consumption at all times.
Internal Communication ShotterPops uses several methods to ensure effective and adequate internal communications. A weekly meeting is held with executive staff where news is shared, ideas are discussed, and problems are solved. Financial news, marketing achievements, and other topics are presented to staff via our monthly internal publication: “What’s ShotterPoppin” We also have a toll-free voice message system, where customers and employees alike are able to anonymously leave messages for the company. Other concerns can be addressed through our comments email address: comments@ShotterPops.com
External Communication
Crisis Management ShotterPops has a well developed and effective crisis management plan to deal with unexpected problems. It is revised twice a year. We conduct bi-annual inspections of workplace conditions, equipment, and facilities to ensure our employees and our product are safe and sound.
The PR Department
ShotterPops limits its external publicity to a selected demographic in an effort to reduce underage consumption. We advertise only on adult oriented television channels, magazines and venues. Otherwise, we maintain strong ties with consumer advocacy groups, alcohol recovery programs, and other organizations. We avoid presenting our image to minors.
The PR Department
Event Sponsorship ShotterPops is a proud sponsor of the X-Games. The summertime extreme sports contests are the perfect venue to gain publicity for ShotterPops. The contests are active and exciting, just like ShotterPops. The fans are young and trendy, just like ShotterPops. The sun is out and the time is right to enjoy our refreshing drink. The standard cost of an associate sponsorship of the X-Games is $160,000 per day for 9 days, equaling $1,440,000. This sponsorship, which includes a multimedia ad campaign, provides many opportunities for fans to be exposed to ShotterPops. Our booth at the X-Games will illustrate our company and products’ personalities. It will establish ShotterPops image as a fun oriented company who always has a great time and does so responsibly. We will have the booth enclosed, only accessible to visitors 21 and up. Not only does this prevent underage exposure to our product, it gives the feeling of being “in” on the next big thing: ShotterPops. As a sponsor we also get TV spots on ESPN and ABC, as well as ads in ESPN The Magazine and on ESPN.com and EXPN.com. We will use our standard TV, print, and online ads for these spots, with added copy indicating we are proud sponsors of the Summer X-Games.
The ShotterPops XGames Booth As an associate sponsor ShotterPops has a booth set up on site. Here we will hold a “pin the handcuffs on the drunk driver” game where fans 21 and up can attempt to put paper “handcuffs” on an image of a drunk driver. The target will be a life size image of a man with his hands behind his back, being arrested for driving over the legal limit. Participants will win prizes of ShotterPops swag (a key chain, hat, or shirt) based on how close they place the paper cuffs to the “drivers” hands. This activity shows our dedication to responsible consumption of ShotterPops in a fun, interactive way. It also provides us with an opportunity to distribute merchandise with our logo on it, which is sure to spark conversation about our product with people who didn’t visit the booth. We will also have free samples of ShotterPops for fans 21 and up who take the “PopPledge”, a simple, verbal oath to “Live the Drink” of his/ her choice and do so responsibly. An example of the PopPledge for our White Gummy Bear: “I (your name) do swear to enjoy my White Gummy Bear to the fullest extent. I will savor all of his soft, smooth taste and promise to do so with his fun loving and chilled attitude. I will bring friends and family together for good times and will always include my ShotterPops family. This I will do responsibly and moderately. Live You Drink, and cheers White Gummy Bear!” This activity will display our funoriented approach to life and our sense of character and belonging. It also imprints our slogan, Live Your Drink, in participants’ minds to create a lasting impression and brand familiarity.
Lastly, we will have an area where legal aged visitors can vote on the next flavor ShotterPops will introduce. Options will include Adios Mr. Trucker, Tina Colada, Irish Car-Mechanic John, or Mai Tyler. This makes visitors feel connected to the product and the company. They have an opportunity to influence our future actions and this creates a lasting impression. When they see ShotterPops in the future, they will remember their vote and pursue the product to find out which flavor won. This also provides a platform to launch another advertising campaign, once new flavor are introduced.
The PR Department
The ShotterPops booth will be hosted by the ShotterPops characters. This will ensure that each visitor has a chance to become friends with all of the flavors and personalities ShotterPops has to offer, and that they will feel a personal connection to at least one of the characters.