Stephanie Griffin
Table of Contents
3.Manifesto 4. Creative Brief 6. Mood Boards
8. Thumbnails 9. Mind Map 10. Media Plan 11. Campaigns
We the Coconut People We know you. You recycle, you fight for what you believe in. We match your passion with our passion for coconuts. We are from the Pacific Northwest. We are natural, rugged, and alternative by nature and that is just how we want our alternative. Keep on being, Keep on living. Let us bring the coconuts to you.
-Luna + Larry
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Creative Brief Re-establish Coconut Bliss as the original coconut treat. Promote its roots as a mom and pop shop focused on promoting the benefits of coconut. The new branding targets a younger demographic made of health conscious consumers and those with a passion for “hometown� and local brands.
Brand History Over the past 10 years, Luna and Larry have been cultivating a unique coconut based brand in Eugene, Oregon. It started in 2004 as Luna and Larry searched for an ice cream alternative that would be easier on their bodies. They found an ice cream maker at the GoodWill and created their first coconut ice cream. Luna and Larry began spreading the word of Coconut Bliss by hosting tasting parties in their home. The success of these tasting parties led them to expand their business beyond small parties and into thousands of grocery stores across the United States. They now have over 15 flavors and a range of products.
Current Brand Status Many of Coconut Bliss’ competitors now sell a range of alternative food products. The brand has lost its edge in a market that is now dominated by larger corporations. The challenge is to reestablish Coconut Bliss as the frontrunner of coconut products while also promoting its hometown roots.
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Target Audience
Coconut Bliss is made for people looking for gluten, dairy, and soy alternatives as well as vegans. The consumer typically shops at alternative and natural grocery stores such as Whole Foods, Natural Grocers, and local grocery chains. They are health and sustainable conscious. The typical consumer will spend more for healthy alternatives but may not buy ice cream each trip to the grocery store. The consumer is active on social media sites that are photo based. (Tumblr, instagram, Flickr, Pinterest). They look for socially concious brands and generally shop for green brands.
Words that Describe the new Coconut Bliss simple
The brand knows coconuts and knows how to make a delicious and healthy treat. With simplicity comes a clear and trustable brand just promoting smart and healthy alternatives.
gentle
Coconut Bliss was made to be easy on the body. It promotes natural health with the saturated fats from coconuts and is a gentler alternative to rice and almond based treats.
versatile alternative local
The product stands alone as a healthy dessert but can also be incorporated into many other treats and recipes. It avoids many food sensitivities and is the overall healthy option for dessert time.
Coconut Bliss is made with organic ingredients local to the Willamette Valley.
Traditional Media Print: Ads that run in Whole Foods Magazine, Dark Rye, Laika, VegNews. Social Media Ads: Facebook, Instagram, Twitter
Non-Traditional Media Throw a Luna and Larry Tasting Party: Outreach Social Media campaign incorporating tasting parties and how users consume the ice cream
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Sustainable
ARTISTIC WANDERLUST
Sleepy
Mood Board
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Thumbnails
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Brainstorm Concepts and Random Thoughts: The Local PNW-The Power of Coconuts-For the Love of CoconutsTreat Yourself to Coconuts-The Coconut People-Healthy can be Good Back to Our Roots-The healthy alternative you want to be-Vegans More alternative than you can imagine- Pacific Northwest Born and Rasied
Mind Map
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Media Plan JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC Online Magazine
Print Magazine Social Media Ads
Bliss Kit Parties
BLISS TRUCK
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Magazines
You don’t have to Travel far to reach Bliss. { no gluten - no dairy -no compromise }
#Findyour Bliss Banner Ad, Twitter, and Facebook Ad
You don’t have to Travel far to reach Bliss. { no gluten - no dairy -no compromise }
Traditional
#FindyourBliss
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A Night of Bliss When Luna and Larry first started Coconut Bliss they held ‘Bliss Parties’ in their home. This was how Coconut Bliss first made a name for itself. To re-establish Coconut Bliss as the hometown brand we are bringing Bliss Parties to homes around the United States. Bliss Kit’s will be sent to vegan and foodie bloggers around the country. The kits come equipped with everything needed to throw a Bliss Party. Bloggers will be asked to photograph the night on a disposable camera to send back. Coconut Bliss will develop the photos to add to the blog and use throughout social media. Bloggers will be asked to blog about the Night of Bliss. They will be encouraged to post on social media using #FindYourBliss.
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Non-Traditional
The Bliss Kit
1. 2. Goal • Increase brand awareness through promotion on relevant and high traffic blogs • Increase brand perception by giving back to the community • Create unique and artistic content for the Coconut Bliss blog.
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#FINDYOURBLISS
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The hashtag ties together the three aspects of the campaign. It will be used for people to share Coconut Bliss where they are happy or a place they are comfortable. It not only encourages social engagement but drives artistic and relevant content. The hashtag will be used as a way to explain why the Bliss Truck should come to your hometown. The Bliss Truck will travel across the United States to hometowns and travel destinations to promote bliss.
Social
Where ice cream truck meets food cart. It is a social experience that ties together Coconut Bliss ice cream and the hometown roots. The Bliss Truck brings #FindYourBliss to life as it brings bliss to communities, events, and travel destinations across the country. The truck will come to communities to host fundraisers and to raise money or awareness for causes. Simply tag #FindYourBliss with the organization or cause in your hometown and the bliss truck could come to your city.
The Bliss Truck
Follow Luna and Larry’s Bliss Truck on the Road @lunaandlarrys #FindYourBliss
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