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Altoids Advertising Campaign
1.
2. STRENGTHS
Unique and strong flavor
High brand recognition
Extensive product line
Appeals to an older audience(Boomers)
Tin differentiates the brand from
competitors
3rd in the mint market
4. WEAKNESSES
Tin and packaging considered old and
not “cool” by Generation Y adults.
Media used does not reach the target
audience effectively
Mints lack functionality
Tins considered bulky, noisy, and bad
for the environment
5. THREATS
The mint market growth is declining while
the gum and mouthwash markets are
growing
The main consumers (Boomers) are
slowing realizing the health and dental
effects of mints
Global economy is down
Has more calories in mints than Breath
Savers and Tic Tac
6. OPPORTUNITIES
Generation Y are heavy gum and mint
users (more than 70 million)
Generation Y less concerned with long-
term dental effects of eating mints
Altoids tins are used by a niche market to
create everyday accessories and
appliances
7. ADVERTISING OBJECTIVES
Recreate the brand image so that it
appeals to a younger audience
Convince the target audience that
Altoids brand is “cool”
10. BRAND POSITION
Altoids is the curiously strong mint
contained in a tin box that the target
audience can use as an accessory
11. MESSAGE STRATEGY- CONSUMER INSIGHTS
Primary Target Market (18-24 Females):
Multitaskers
While they follow fashion trends, they still try to
stand out in the crowd, especially by being
themselves (ex. YouTube bloggers)
They also prefer personalized options
They perceive Altoids as “old fashioned”
12. CONSUMER INSIGHTS
Secondary Target Audience (Techies):
• Are typically early adopters
Are already using Altoids to invent innovative
accessories for everyday life
Sharing their ideas with others online
16. SELLING PREMISE
Altoids is the curiously strong mint that
encourages the consumer to self –express by
“tinnovating”
Be Curious. Be Yourself. Tinnovate
17.
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20.
21.
22. Stuff
Clarissa: Did you see that new
movie?
Lauren Conrad: Yeah, the guy in it
was so hot.
Action: Hot Boy enters Starbucks.
(Music fades in)
Clarissa: Hey, he kinda looks like
that guy!
Camera does a slow motion.
Music gets louder-”he’s only gonna break
break your heart..”
Clarissa: No! don’t turn around!
Lauren Conrad: Wait, I need a closer look!
Action: Takes out Altoids .
Action: Looks at Hot Boy in the mirror.
Lauren Conrad: ooo he is cuteeee. Wait
why is his head getting bigger?
Clarissa: cause he’s coming here!
23. Be Curious.
Be Yourself.
Tinnovate.
Lauren Conrad: Quick! Have an
Altoid!
Action: Both reach into tin.
Action: Lauren eating mint Action: Hot Boy right behind Lauren
Hot Boy: Is that a mirror? Because I
can see myself in your tin.
24.
25.
26.
27. MEDIA STRATEGY- OBJECTIVES
Reaching target audience using specific
magazines, television programs, and outdoor
advertisement (on the go)
Seeing Altoids in unexpected places
28. Product Placement:
• The Big Bang
Theory
Out-of-Home:
• Theater
commercial
• Buses and Bus
stations
• Billboards
Internet:
• Facebook
29. Television: MTV
• Jersey Shore
• The City
• The Hills
Magazines:
• Cosmopolitan
• InStyle
• Wired
30. SCHEDULING
Media Date Frequency Cost
Television 4/27/2010-
7/27/2010
600 $8,400,000
Product Placement 4/26/2010 1 $100,000
Magazine 4/27/2010-
7/27/2010
9 $1,800,000
Out-of-Home 4/27/2010-
7/27/2010
30000 $10,000,000
Internet 4/27/2010-
7/27/2010
200,000 $100,000
Total $11,400,000
31. SALES PROMOTIONS / SPONSORSHIP
Samples: College Campus. Plinko
Board. Kiosk in the quad/breezeway
Coupons: College dorms
Promotional Products: T-
shirts, Pens, and Frisbees
32. CONTEST
Run a contest to see who can come
up with the best “tinnovation”
$10,000 Prize that can be used to
pursue any form of education
3 months long
33. CONTEST
Advertainment: Sponsor one
episode in CBS’s the Big Bang
Theory
Episode revolves around
Sheldon trying to create a
brilliant invention to submit for
the Altoids contest
Will generate a buzz
34. PUBLIC RELATIONS
Career Fair Events
Date Auctions
Emphasis on re-using tin etc.
Operation Smile- children with clef chin
35. ONLINE MARKETING
Website links to contest
Announcement of new product events
etc.
www.Tinnovations.com
Website will be the hub for the contest
37. EVALUATION
Tests to measure performance:
Wave Analysis: interviews during
campaign
Motivation Test
ARS
Notas del editor
Big Bang Theory to target out techy consumer. It is the highest-rated show of that evening in the adults 18–49 demographic (4.6/10), along with a then series-high 12.83 million viewers.[Wikipedia Out- of- Home advertising, we are advertising in 10 cities in the southwestern US. Using theatre commercials. In 2010 the US movie Market sold 275 million tickets. Movie ads are a great way to share the spotlight.http://www.the-numbers.com/market/Using buses and bus stations and billboards. Today, consumers spend more time traveling in their vehicals then ever before. That makes outdoor advertising a more owerful medium than ever. In the past 25 years, the number of vehicles on the road increased 128%. No other advertising medium reaches as many people, as often. http://workingmediagroup.aitrk.com/workingmediagroup/And f course we will take advantage of facebook ads.
For the trendy target we will play commercials during the MTV series Jersey Shore, The City, and The Hills. Magazine media will be used in communicating to both targets. Cosmo and InStyle for the trendy consumer. Wired for the techy.
Where did we get that frequency for facebook from? When I did it I got 200,000 clicks at .50 per click.Product placement in Big Bang Theory. Commercials during The MTV programming throughout the time of the contest. One full page ad in all three magazines for the 3 months. Out-of-home advertisements placed in the 10 cities for the months of the Tinnovation contest. And FaceBook ads targeting our target market during that time as well priced at .50 per click. Gives us $1000 budget per day.