This document outlines a social media strategy for a brand of low-calorie fruit flavored beverages known as Clight. It discusses challenges in capturing a younger audience within advertising laws and improving its weak social media presence. The goals are to create social media accounts for different product lines, engage audiences through social media, and integrate social media pages. Key aspects of the plan include launching social media accounts, starting Facebook ads and contests within two months, and releasing a "Pure" campaign and smartphone app within four months.

1. Its Your World. Flavor It.

2. Brand of Kraft Foods Low calorie fruit flavored refreshment beverage Known internationally as Clight Major markets include the US, Argentina, Brazil, Canada, Mexico, & Puerto Rico

3. Facebook page and Twitter not integrated Have only had success with 35-50 year old audience Weak social media presence Established brand Product is shelf stable Made for consumers on the go Less than 10% fruit juice Ban on advertising to children Highly competitive market Different juice lines for consumers needs Low calorie drinks gaining popularity

4. Challenges Capture a younger audience without breaking laws on advertising to children Improve social media presence

5. Goals Create Social Media Accounts for different lines of flavored beverages Engage audience through social media Integrate social media pages

6. Integrate & EXPAND

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8. Budget

9. Timeline Create Social Media accounts now Begin placing ads on Facebook and starting social media contests within 2 months Implement “Pure” campaign and have smart phone application ready within 4 months

10. Evaluation and Measurement # of fans and followers # of visits to website # of mentions in press Participation in Contests # of Retweets Have goals been met?