Project Description: Our project is to make an integrated campaign to launch out new product, Liquid Life

Background/Market Information: Through market research, we have found a space in the market for alkaline water. Through a quick Google search for hydrating products, we have found that there are not many options for Alkaline water for consumers in the Greater Toronto Area. Alkaline water is considered a "luxury item" and we want to bring this "luxury" to the greater population through a well-known, trusted and respected brand.

Communication Objectives: Our goal is to create brand awareness, and to communicate the benefits of Liquid Life. We would like to achieve a brand awareness level of 65% among adults aged 28-35 in the Greater Toronto Area within 3 months of launch.

Target Audience: Hi, my name is Amanda and I am a 31 year old mother of two. I work in a marketing firm in the core of downtown Toronto. My children participate in many extracurricular activities and I've learned from experience that multi-tasking is important. I try to stay as healthy and active as I can, but I struggle with making time for myself, but I like to treat myself with yoga sometimes. I love reading the Toronto Star with my coffee in the morning and am interested in healthy living,

Consumer Insight: We understand that our consumers require easy and affordable options for the water they drink. We are looking to relate to the feelings of our consumers, the feelings of living a healthy and active lifestyle, and being proud of your body. We also want to reiterate Coco-Cola's current slogan "Real Magic" to bring the thought "magical" hydration through Liquid Life.

Benefit to Communicate An easy and affordable way to hydrate your body with natural minerals that we all need.

Support/RTB Coco-Cola has been a trusted brand worldwide since its beginning, 120 years ago. We would like to use this connection with our customers to get them to trust and enjoy our newest product, Liquid Life. Using phrases like "We've always been here" or "The magic you trust" would attract our long time customers, and ensure the same trust in the brand. We would also use Canadian fitness influencers and personal trainers throughout our campaign. This will attract Canadians to their trusted, and favorite drink brand, Coco-Cola and therefore, Liquid Life.

Campaign Strategy and Theme Coco-Cola has been known for their funny, extravagant and emotional campaigns in the past. We know our customers trust our brand with their drink choices. We will extend this feeling through using Canadian micro-influencers in the wellness and fitness realm to endorse this product. We want to reiterate that Coco-Cola has been a trusted brand for all of our lives, and now can enter into their wellness journey's as well. We want to launch social media campaigns on Facebook, Instagram, Twitter and Tik Tok. We also want to launch television commercials and out of home print ads.

Mandatories

English and adapted French (no translation) for all forms of advertisement and content Logo must be in all forms of content Advertise on TikTok, Instagram, Twitter, Facebook Advertise on radio for our commuter audience Advertise on television Advertise in Coco-Cola Retailers (drugstores, gas stations)

Liquid-Life Concept Statement: Consumer Insight: I need an easy, and affordable drink option for optimal hydration in a pinch

Consumer Promise/Benefit: We've been a part of your journey for 120 years, let us be a part of your wellness journey too

Campaign Strategy and Theme

Coco-Cola has been known for their funny, extravagant and emotional campaigns in the past. We know our customers trust ourbrand with their drink choices. We will extend this feeling through using Canadian micro-influencers in the wellness and fitnessrealm to endorse this product. We want to reiterate that Coco-Cola has been a trusted brand for all of our lives, and now can enterinto their wellness journey's as well. We want to launch social media campaigns on Facebook, Instagram, Twitter and Tik Tok. Wealso want to launch television commercials and out of home print ads.

Mandatories

English and adapted French (no translation) for all forms of advertisement and content

Logo must be in all forms of content

Advertise on TikTok, Instagram, Twitter, Facebook

Advertise on radio for our commuter audience

Advertise on television

Advertise in Coco-Cola Retailers (drugstores, gas stations)

Liquid-Life Concept Statement:

Consumer Insight:I need an easy, and affordable drink option for optimal hydration in a pinch

Consumer Promise/Benefit:We've been a part of your journey for 120 years, let us be a part of your wellness journey too

RTB: Affordable, reliable drink option from a trusted worldwide company

Question: 1) Based on approved above creative brief, develop a event plan/ direct campaign theme and key elements of the Creative Brief of the plan.

2) Implementation & Evaluation/Blocking Chart/Budget:

• One page 12 month implementation blocking chart of promotion activities
• What methods will you use to evaluate performance? (Ensure fit with objectives)
• Campaign Budget