Arizona tea brief

Creative Marketing Brief AriZona Tea JAY BRYANT & MATT MEYERS

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Table of Contents Executive Summary

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Research Analysis

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Creative Objectives

Budget & Timeline

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Executive Summary Since 1992, AriZona Beverages has been providing customers great-tasting products, using top-quality ingredients, presented in uniquely designed packaging.

All of which has been produced and made affordable to everyone. Entering the year 2017, AriZona will be celebrating their 25 year anniversary of brewing tea in America. This is an exciting opportunity for the company to enhance its brand awareness and increase its sales. By creating more avenues for consumer engagement, 2017 will be a year filled with celebration! From “Design a Can� contests, to outdoor media placements emphasizing the anniversary story, AriZona will overgo a slight brand refresh to re-establish its place in the market.

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Research Analysis

Background

Based in Woodbury, New York, AriZona Beverage Co. is an all American beverage company that produces many flavors of iced tea, juice cocktails, and energy drinks. Best known for the $0.99 creatively packaged “Big Can,” AriZona is also the primary distributor of the highly popular “Arnold Palmer blend” of iced tea and lemonade. Our primary objective is to initiate a creative campaign to increase AriZona sales.

With the company’s 25th anniversary coming up, we want to emphasize the company’s status as an independent American company. To expand the target market from 18-34 year olds to 15-49 year olds, we plan to hold a can redesign contest. AriZona is known for its large decorative cans. Therefore, we will hold a nationwide campaign where artists and individuals can submit can designs. Each state will have a winner, and such cans will be distributed to each state. We project that the participation and cross-state social media components will inspire a new wave of consumers.

Branding

Quality. Value. Fun. That’s AriZona®… Who’s Thirsty?™” According to AriZona’s website, they “take pride in reaching millions of fans, followers and happy customers throughout the globe. Your support and spirited-voices have helped make us America’s No.1 Tea and Juice-Drink brand. Not too bad for a family-owned and operated business still based out of New York, right?”

This emphasizes the overall spirit of AriZona--fun. They want to create an exciting drink that the energetic, fun-spirited American can enjoy.

They also rely heavily on consumer engagement, by encouraging fans to share their tea experience on social media.

AriZona is also proud of it’s 99cent can and it’s accessibility to consumers.

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Current Media Use

AriZona Tea rarely produces commercials, so they rely on digital media. They have a strong social media presence, with active Instagram, Twitter, and Facebook accounts. In addition, they release short videos on YouTube. Their videos consist of skateboarding tours--one of their target demographics.

Current Situation

AriZona Tea remains relevant within the market, and consumers enjoy the taste and price. However, the market is getting thinner, as new tea companies are born. Their upcoming 25th Anniversary is a huge opportunity for them to emphasize their strong presence in Americans’ lives.

SWOT Analysis

Strengths Celebrating 25 years of making American tea in 2017 Unique packaging Low price Private Family-owned business in New York Natural ingredients “Refreshing” Weaknesses A lot of products Only sells iced tea Smaller budget than competitors Have trouble with keeping 99 cent cans

Opportunities 25 year anniversary; can capitalize on this American company Natural ingredients/health benefits Threats People wanting healthier tea options (less sugar and calories) Oversaturated market; dominated by large, public companies Snapple Honest Tea (“whole” tea; tea with a mission)

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Research Analysis

Direct Competition

While AriZona knocked Snapple off the top tea company in America in 2014, AriZona is up against some tough competitors. Based on our research the tea brands, Snapple, Brisk, and Honest Tea are AriZona’s toughest market competitors. What makes AriZona different, however, is its independent ownership. The highly saturated market is commonly owned by larger corporations; Pepsi and Pepsi-Lipton own Snapple and Brisk, respectively, and Honest Tea is owned by Coca Cola.

Indirect Competition

AriZona’s indirect competition are other beverage choices such as soft drinks, energy drinks, water, and coffee. Coffee and soft drink sales are ever increasing. As Starbucks sales increase and popular trends point to getting coffee at cafes, the common social drink of choice is coffee. When it comes to caffeine boosts, consumers tend to be swayed towards coffee, energy drinks, and even soft drinks. Since those drinks dominate the caffeine market, we will focus on addressing tea’s position as a tasty and unique beverage experience.

Research Findings and Target Audience

In 2015 alone, Americans consumed more than 3.6 billion gallons of tea with 87% of these consumers as Millennials. Every day, more than one half of the American population drinks tea whom of which are regionally concentrated in the South and Northeast.

AriZona tea’s current audience is 18-34 year old consumers. To expand the target market from 18-34 year olds to 15-49 year olds, we plan to hold a can redesign competition. With future trends leaning towards an interest in health benefits, unique flavor and innovation, and healthy options, we conducted primary research to investigate a current audience’s attitudes.

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Based on Primary Research Findings Gender

Race/Ethnicity

Respondent Life Attitude

Beverage of Choice

Purchasing Decision

Tea Packaging Satisfaction

General Tea Consumption Frequency

AriZona Tea Consumption Frequency

AriZona Tea Experience Satisfaction

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Creative Objectives

Overview

In 2017, AriZona will be celebrating its 25th Anniversary of making tea in America. With more and more competition entering the market, highlighting AriZona’s commitment to remaining an independent American company will enhance its credibility.

New Look for 25 Years

For the year of 2017, all packaging, promotional materials, and website materials will utilize this new color scheme in order to celebrate the 25 Anniversary of AriZona Tea being brewed in America.

Made in America

For the year of 2017, all packaging, promotional materials, and website materials will utilize this new color scheme in order to celebrate the 25 Anniversary of AriZona Tea being brewed in America.

Strategies: Telling an American Story

AriZona has remained a privately held American company that is family owned and operated.

With this anniversary, now is the time to remember the past and celebrate the future. These values are what sets AriZona apart from the big competitors.

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American Icon

Arnold Palmer, an American golfer and creator of the beloved half tea/half lemonade beverage, can be honored and celebrated in this 25th Anniversary campaign.

Design a Can

Our research shows that consumers care about AriZona’s packaging, and are satisfied.

We would like to engage them in the packaging design process.

Encourage “ownership.”

Thus, we will have a “Design a Can” contest for each state, emphasizing “Brewed in America.”

Design a Can contest

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Creative Objectives

“Design a Can” Contest

For the past 25 years, AriZona’s unique packaging has been an important part of the brand. Our research shows that consumers care about AriZona’s packaging, and are highly satisfied. We would like to engage them in the packaging design process. This will encourage a sense of pride and ownership for the consumers.

Thus, we will have a “Design a Can” contest for each state, emphasizing “Brewed in America for 25 Years.” Anyone can submit a new design, and a winner will be selected for each state. For the following year, the newly designed anniversary cans will be mass distributed to retailers.

Designers must use the Logo in the design as well as the 99 cent tag.

Each winning designer will win a monetary prize of $1,000.

Tea Packaging Satisfaction

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Design a Can contest

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Creative Objectives

Strategies:

To increase consumer engagement, AriZona will utilize social media platforms, print ads, television commercials to create a AriZona25 Campaign.

Social Media

Using the existing platforms, AriZona will create a campaign with #AriZona25 surrounding the contest and promoting stories. Social media will be used to show all the winning state’s designs. AriZona will also utilize popular bloggers, artists, and creatives to promote the campaign. The platforms will also be the perfect spot to keep AriZona’s followers up to date on the contest.

Selected submissions will be shared to spotlight different demographics, and to inspire other individuals to participate.

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Print Ads

Outdoor media placement will be utilized in heavily populated areas to exhibit each the specific state’s winning design. The ad will also feature the winning artist’s name and hometown.

The designs will be clean like the image on the right, with a tagline “Brewed in America for 25 Years.”

Television Ads

Two ads will be created. The first during late summer/early fall of 2016 to promote the Design A Can Contest. The second will air after January 1, 2017, which will tell AriZona’s Anniversary Story.

Ads will air during prime time television shows such as, “The Big Bang Theory,” and will air on Hulu and YouTube. These areas are selected based on our target audience interests and media trends.

Design a Can contest

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Budget & Timeline

Budget: $50,000,000 Television: $25,000,000 Print & Outdoor Media: $20,000,000 Digital: $1,000,000 Packaging: $3,950,000 Winner Compensation: $50,000

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Budget & Timeline

Timeline: 2016

Launch Design a Can Contest June 1st-September 30

Prepare for Unveiling October 15-December 31

Airing ads, social media marketing campaign

Print cans and send out for distribution

Select and Notify Winners September 30-October 15

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2017

Anniversary Campaign Launch January 1 Cans unveiled and available to the public.

Social media campaigns.

Outdoor media placement.

TV and Internet Ads.

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Creative Marketing Brief AriZona Tea Credits http://www.teausa.com/14655/tea-fact-sheet http://qz.com/427393/can-AriZonas-dollar-cans-of-iced-tea-fend-off-abevy-of-snooty-competitors/ http://www.wsj.com/articles/AriZona-iced-tea-pops-open-a-can-do-spirit-1440526116 https://docs.google.com/forms/d/1skLZ4I90QVTYhb7pXNCY3QUXDSZj1YW8YP7ytrbzSnE/viewform https://drinkAriZona.com Nancy F. Wilson

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