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TABLE OF CONTENTS
CREATIVE STRATEGY...................3-4 MAGAZINE AD ............................. 5-6 BILLBOARD AD .............................7-8 POINT OF PURCHASE ...............9-11 WEBSITE .................................... 12-13 TV SPOT ..................................... 14-17
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CREATIVE STRATEGY COMPANY NAME: Kelloggs BRAND: Froot Loops CATEGORY: Breakfast Cereal BRAND DEFINED: Around since 1963, Kellogg’s Froot Loops is a breakfast cereal known around the world. Sold in not just the US, but also India, Australia, Canada, New Zealand, Germany, The Middle East and Latin America. Recognized by the famous mascot, Toucan Sam; Froot Loops has become part of Americas pop culture. In the past, Kelloggs Froot Loops have explored other ventures as a food; snack bags and cereal bars have been tried. Unfortunately these experiments failed and Froot Loops remained a breakfast cereal. BRAND VISION: With the new Conveniently Fueling the Mind and Body campaign, we hope to reform the image of Froot Loops as an only breakfast food. By illustrating the battery energy metaphor as nutrition benefits and their convenient form, our goal is to prove Froot Loops as an anytime food. BRAND OBJECTIVES: 1. a. b. 2. 3.
Re-position Froot Loops as an anytime snack, as well as a breakfast dish. Attitude/situation Packaging Gain shelf space in the snack aisle in addition to the cereal aisle. Improve the breakfast attitude on Froot Loops to a more nutritional and beneficial food.
TARGET AUDIENCE: DEMOGRAPHIC: Age: 27-38 Gender: Female Household Income: 50K-85K Marital Status: Married Education: College Graduate Presence of Children n the household: 2-3 Home Value: 160K-300K Geographic Region: Primary: Southwest and Northwest States Subsidiary: East Coast
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PSYCHOGRAPHIC: The Froot Loops mom is the average soccer mom; A multitasking woman always on-the-go and revolving around her family. She wakes up before everyone in the house, gets the brown bags prepared, checks homework, and gets ready for the busy day ahead. During these busy mornings, fast and convenient are her main priorities as a busy mother and wife. After rushing the kids to school, while they ate their hands free breakfast, she’s off to here 9 to 5 job. On her lunch break, instead of hitting the café next door, The Froot Loops mom run’s errands; groceries, bank, gas, etc. When she shops, not only does she care about the price, but she also considers the role the product will play in the family; will the kids eat it? Is it messy? Is it healthy? How long is the preparation? The last thing the Froot loops mom wants, is a food that is going to inconvenience her hectic day. After work, she’s usually car-pooling to the baseball game or ballet practice, but not before an after school snack. When the day comes to an end, and she usually doesn’t feel like cooking, the Froot Loops mom grabs a fast food dinner for the family so homework and baths can be finished early. PROMISE: Conveniently fueling the mind and body…anytime BENEFITS/SUPPORT: For quick and easy nourishment, Froot Loops are made of natural vitamins and minerals from real fruits. Minerals that enhance and hold the flavor and nutrition in the dry and mess free cereal that can be eaten anywhere at anytime. TONE & STYLE: 1. 2. 3. 4. 5. 6.
Change the outlook on Froot Loops as a breakfast only food Gain recognition from more mom as a anytime snack for not only their children Gain loyalty from moms as a free handed snack both they and their kids enjoy Emphasize the quick access to nutrition and energy Froot Loops hold. Position Froot Loops as a equal right hand solution for their busiest moments. Speak in a tone of dry humor to the Froot Loops target, while creating a joke as an outlet trend.
COMPETITION: 1.Captain Crunch 2.Cinnamon Toast Crunch 3.Lucky Charms 4.Fruity Pebbles
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In our mix of fruity minerals, Froot Loops provide a delicious source of natural vitamins, making Froot Loops the delicious way to recharge. Froot Loops, A Fruity Recharge. 1. 5
MAGAZINE Ad BODY COPY A FRUITY RECHARGE In our mix of fruity minerals, Froot Loops provide a delicious source of natural vitamins; making Froot Loops the delicious way to recharge. Froot Loops, A Fruity Recharge. Rationale With the new Conveniently Fueling the Mind and Body campaign, we hope to reform the image of Froot Loops as an only breakfast food. In the Magazine Ad, Froot Loops illustrates the metaphor between battery power and nutrition. Froot Loops hopes to prove flavor of the delicious minerals by utilizing the color of fruits in the brightest of ways.
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BILLBOARD Ad Rationale In the Billboard Ad, Froot Loops will focus on the nutritional metaphor theme. By illustrating Froot Loops in position and form, the ad will show the similarities between that of two in place working batteries and Froot Loops.
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NEW PACKAGING & POINT OF PURCHASE GUERILLA MARKETING On the back of Guerilla Marketing Package & On the bottom of New Snack Package (Above Nutritional Facts) Conveniently fueling the mind and body…anytime For quick and easy nourishment, Froot Loops are made of natural vitamins and minerals from real fruits. Minerals that enhance and hold the flavor and nutrition in the dry and mess free cereal that can be eaten anywhere at anytime. Use for: Pre and Post game energy loss Homework crash Nagging Post chore reward Car ride hunger “Are we there yet”s Mid day whining Rationale The Froot Loops Point of Purchase display will be seen in grocery stores at the end of snack aisles. With this display Froot Loops hopes to reform the image of Froot Loops as a breakfast only food. Though the Froot Loop boxes of cereal will always remain in the breakfast aisle, a new snack packaging solution will be placed in the snack aisle. In addition to the temporary Point of Purchase display holding the guerilla marketing packs, the new Froot Loops snack cylinder will be a permanent change in the Froot Loops distribution.
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SOCIAL WEBSITE About Page FrootLoopsMom.com is the resource for the busy active family. With information for the working mothers to the stay at home busy bees.You’ll find advice on parenting, home making, the balancing act, meal planning and family health and fitness, all in the set up that centers your family first. Our Mission of the FrootLoopMom.com is to provide the tools and information for a woman to reach her full potential as a mother, career holder, wife, and woman. Our promise is to concentrate on “real-life” solutions that can be easily applied to a busy lifestyle in a way that reflects the importance of family. Rationale In the Website, Froot Loops moms can interact with other busy moms. Here they can share stories of how they run the house hold and laugh about the metaphoric joke of the Froot Loops Campaign. They can also exchange Froot Loop recipes, share parenting tips and tricks, download mom favoring car music. Find great coupons and deals for Kelloggs products. They can also print out downloadable entertaining and brain strengthening worksheets for their kids.
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TV Ad Rationale In the TV spot, Froot Loops seeks to set the dry humor tone with the audience. By empathizing the quick access of Froot Loops, The TV ad will illustrate the use of Froot Loops in a metaphoric way; Froot Loops will be used as batteries for the energy drained son. To create the sense of humor, sound effects and motion will mock those of robots and other gadgets that use batteries.
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