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vitaminwater zero

tableofcontents
4
executivesummary

situationanalysis

advertisingplan

strategy

11

creativeplan

18

mediaplan

20

promotion

executivesummary
Simplicity is vitaminwater zeros middle
name. Our target market, ages 18-25, is on
the lookout for a simpler way to get their vitamins and vitaminwater zero is the answer.
Our target market knows they should drink
more water, but dont. We want to let them
know vitaminwater zero is the solution.
From the research we conducted, we found
there is a misconception that vitaminwater
zero is the same as the original vitaminwater,
which is not true. We aim to showcase the
simplicity and convenience vitaminwater
zero offers. Through our advertising we will
bring vitaminwater zero out of vitaminwaters shadow. We will stick to the casual and
conversational characteristics of the brand
and keep the design clean and simple, just
like the product.

vitaminwater zero

By connecting to our target market through

print, broadcast, and alternative advertising
we will show them why vitaminwater zero is
the easiest choice.

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company
&brandbackground
J. Darius Bickoff was selling vitaminwater
and smartwater from small stores in the early
2000s when his company Glacau, started
making waves in the beverage market. CocaCola bought his company for $4.1 billion and
opened the doors to a wider distribution of
vitaminwater that people raved about around
the globe. Soon after the launch of vitaminwater other companies like Pepsi Co started
producing Sobe lifewater. With a simple
product and simple branding, vitaminwater
continues to be a top-seller in the flavored
water industry.
However, vitaminwater was put under a microscope when research companies started
tracing the effects of vitaminwater to see
if it really provided consumers with healthy
vitamins. The original flavors of vitaminwater
contained more sugar and the drink was not
as effective as taking vitamins in pill form.
In 2010, vitaminwater zero was born; a new
and improved drink with no calories and the
same great flavor.

situationanalysis

brandevaluation
vitaminwater zero sets itself apart from its competitors
with its fun and youthful image. The overall tone of the
brand is casual with a humorous twist. Witty captions
on the bottles catch the target markets attention and
leave a light-hearted and friendly impression within the
consumer.

historical
sales&marketshare
vitaminwater zero is managed by Glaceau, a
privately owned subsidiary of Coca-Cola Co.
Curtis Jackson, more commonly known as rapper 50 Cent, was given a minority share of the
product in exchange for becoming a spokesperson. vitaminwater zero can currently be found in
Subway restaurants and retailers such as Sams
Club and Target. In 2011, vitaminwater zero had
1% market share of the noncarbonated drinks,
according to Beverage Digest.

A problem the brand faces is that some in our 18-25

demographic have never tried vitaminwater zero. The
tainted image of vitaminwater pushed some away from
experiencing the new and improved beverage.
Consumers need a healthy alternative to water and as
soda and caffeinated beverage sales are decreasing,
vitaminwater zero is making its way to the top of the
beverage ladder. The simplicity of the brand (vitamins
and water joining forces in one bottle) makes sense in
the mind of the consumer.

whatstheproblem?
People dont realize vitaminwater zero is not the
same as vitaminwater. Theyre missing out on
the simplest way to get daily vitamins.

situationanalysis

swotanalysis
weaknesses

strengths

a simple way to get vitamins

variety of flavors
good price
humorous
zero calories
visually appealing products
medium between soda and water
healthy alternative to soda

opportunities

confusion between vitaminwater and

vitaminwater zero
not as beneficial as natural vitamins

threats

Other popular flavored drinks (Sobe

Life Water, Propel, Dasani Flavored
water etc.)

People know they should drink more

water but want something with
flavor

target audience analysis

4%

athletic
vitaminwater zero

25%

52%

artsy
academic
on the go parent

18%
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advertisingplan

advertisingobjectives
Our goal is to help our target audience recognize that vitaminwater zero is a simple way to
get essential vitamins in a no calorie, flavorful
drink. We aim to help the 18-25 year-olds understand vitaminwater zero is a simple choice
that will benefit them everyday. Filled with
essential vitamins, this drink helps reduce the
worries of our target market.

Our plan is to attract people to vitaminwater

zero through all aspects of our brand: from the
zero calories, to the vibrant colors and clever
captions to the actual vitamins. Its a drink for
health conscious people looking for a simple
way to get the benefits that it provides.
demographics

36%

targetaudienceanalysis
demographics
Our target audience is 18-25 years old
and want to be healthy and get their daily
vitamins.
-Male and female audience
-Majority are pursuing a college degree,
working, or both
-50% already drink vitaminwater

lifestyles
We found those in our target audience consider themselves athletic or academic. They
are busy people and include those who are
healthy, on the go, and seeking simplicity.
-Enjoy simplicity
-Live busy lives
-Described as trendy
-Health is important to their daily lives
-They want easy ways to feel good

64%

male
female

psychographics
Our target audience highly values healthy
living and is eager to make and implement changes in their daily lives to better
themselves.
-Values health and want to keep their
bodies healthy
-Eager to better themselves in many ways
-Diverse interests
-Value education and work
-Our target audience already work hard at
health and respect their bodies
product usage: nike, sporting events,
concerts
geographics: Our target audience is
primarily athletes and students. Our advertising will be concentrated in areas where
many health-seeking young adults live and
go to school.

competitivesummary
directcompetitors

indirectcompetitors

Propel
Strengths: easy to hold bottle,
sporty, has energy
Weaknesses: targets women, has
a narrow audience

Water
Strengths: inexpensive, most people
choose it
Weaknesses: bland, gets old

Sobe lifewater
Strengths: healthy, good taste
Weaknesses: expensive

Soda
Strengths: good flavors, low prices
Weaknesses: unattractive to healthseeking individuals, addictive

Dasani Flavored Water

Strengths: simple flavors, true to
its core, doesnt use energy/vitamins to attract consumers
Weakness: doesnt offer vitamins
or any other substance, just water
with flavor

productposition

vitaminwater zero

current
vitaminwater is overlooked because
of previous bad media attention stating it was unhealthy because of all of
the sugar it contained. In response
to this, vitaminwater zero was created, however, many people are
unaware of this healthy alternative. It
goes unrecognized as a beverage option due to its small availability.

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future
The vitaminwater zero brand capitalizes on being healthy and essential
to everyday life as well as providing
a simple way to get vitamins. Our
desire is for vitaminwater zero to be
an everyday drink that people can
have anywhere. In doing so, people
can have the option of implementing
vitamins into their diets through vitaminwater zeros various tasty flavors.

strategy

researchfindings

effectiveness of vitaminwater

what would you change about vitaminwater?

60

54

38%

40

26%

highly effective
moderately effective
effectice
not effective

25

20

price

taste

35%

16
5

nutritional
value

what is your go to drink?

other

80

when purchasing vitaminwater, rank what is most important to you

color
price
vitamins
drink name
benefits
availability

60

40

20

62

60

80

40

20

6
4
soda flavored milk
water

10

10

juice regular sports

water drink

support
vitaminwater zero is unique. Its got way more
flavor than water but isnt as overpowering
as juice or sports drinks. vitaminwater zero
provides these features while also being calorie
free so users can drink knowing that they are
filling their bodies with helpful vitamins and no
unwanted calories.

advertisingplan

strategystatement
For the health conscious who
seek simplicity, vitaminwater zero
offers essential vitamins in a
no-calorie flavored water.

3
keyinsights

vitaminwater zero

Our market wants to be

healthy. We found that our target market is conscious of their
health decisions and know they
need daily vitamins.

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vitaminwater zero is in
vitaminwaters shadow. The
biggest complaint we found
about vitaminwater was its
high sugar content. We are
pushing vitaminwater zero
as a flavorful healthy alternative to water that not only
tastes good, and is good for
your health.

vitaminwater zero is unique. Unlike

other flavored waters vitaminwater
zero is not just geared towards
athletes. It appeals to many
lifestyles. Young on-the-go moms
are likely to buy a drink such as
vitaminwater zero to keep their
family healthy. Athletes look to
vitamin water as a way for healthy
and tasty hydration. All want the
benefits that vitaminwater zero
will bring to their healthy lifestyle.

creativeplan

tone&manner
ofadvertisements
creativestrategy
vitaminwater zero is a beverage that creates
a simple way for the health conscious to gain
the vitamins they need. We wanted to play off
of how much time can be saved by drinking vitaminwater zero. Its as simple as just
twisting off the top and taking a drink.
vitaminwater zero is simple. Its a beverage
that keeps you healthy and saves you time.
Our ads will showcase this insight.

Our ads showcase other ways to get vitamins. We want to show that choosing to drink
vitaminwater zero is more than a way to get
healthy, but its a way to save time in busy
everyday lives. Choosing vitaminwater zero is
choosing simplicity.
vitaminwaters brand is built on simplicity. Our
print ads will feature vintage looking photos of
people picking oranges, or selling lemonade.
The feel associated with the ads is that in
todays age we dont have time for that. Hence
our tagline, Aint nobody got time for that!
Our tagline comes from a viral youtube video,
Sweet Browns Cold Pop Escape.
We felt it was important to bring in the basic
vitaminwater brand through the vitaminwater
typeface Helvetica Neue.

whoissweetbrown?
In April 2012, a newscast of Sweet Brown, a home
fire survivor was interviewed during her state of
panic. Her sentiment was uploaded to YouTube and
became an instant hit. Next time you are trying to
escape your burning house, forget your shoes (but
not your vitaminwater zero) and remember, Aint
nobody got time for that!.

11

vitaminwater zero

aint nobody
got time
for that

its simple.

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aint nobody got

time for that

its simple.
13

creativealternativeads

outofhomead
We want our out of home ads
to be attention grabbing so we
turned a regular light pole into
a vitaminwater zero filled tree.
The head of the light is a vitamin
capsule which is pouring vitamins
down the curved pole into a tree
that makes up the base of the
light. The tree literally has vitaminwater zero water bottles that
can be unscrewed and taken by
by-passers.
Our vitaminwater zero tree will
be featured in the following cities
where the bottles will be available
for one day only:

vitaminwater zero

Phoenix
Los Angeles
Chicago
New York City
Las Vegas
Dallas
Sydney
Hong Kong
London

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creativeplan

creativealternativeads
outofhomead
We are simplifying the life of our
consumer. We will create a 3D billboard
that is literally throwing away what
would waste their time, and replacing it
with vitaminwater zero.

The billboard will be displayed for several months in the following cities:
Denver
Seattle
Sacramento
Orlando
Paris
Rio de Janeiro (for the olympics of
course)
Tokyo

15

creativealternativeads

drink responsibly.

vitaminwater zero

This billboard reminds drivers to drink responsibly. Drivers are used to seeing billboards warning of the dangers of drinking alcohol and driving,
so we are telling drivers to drink responsibly by
drinking vitaminwater zero. For this ad we kept to
vitaminwater zeros brand image of simplicity and
humor.

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mediastrategy
We know our audience. We know they have
busy lives and they are not just in tune to
one form of media. Through print, TV, Internet
and alternative forms of advertising, we will
reach our target market and guide them to our
product.

schedules

vitaminwater zero

We expect to do flood advertising. We will have TV

commercials at the beginning of the year and again
during the summer. Most of
our commercials will be aired
between 7 PM-midnight.

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TV Commercials-ESPN, NBC,
ABC
Internet-Facebook, YouTube
hulu
Print-Sports Illustrated, Mens
Health, Womens Health, and
Seventeen
Alternative-billboards, bus
stops, etc.

mediaplan

media spending

25%

25%

internet
print
alternative

20%

TV

30%

internet

$3 million

print

$2.5 million
alternative

$2 million

TV

30%-internet=$ 3 Million-our target market is using the internet constantly in their

work, research, and leisure therefore our
advertisement will reach them as we emphasize the most money in internet ads.
25%-print= $2.5 Million-We will use this
portion to cover the costs of print ads for
the different magazines we will advertise
in.
20%-alternative= $2 Million- alternative
advertising will help our target market to
become actively engaged and help our
product to be seen everywhere.
25%-TV= $2.5 Million- is an influential
source of media for our target market as
many watch TV every day.

$2.5 million
19

salespromotion
For our promotional advertisement, we are
going to sponsor the US Open Surfing Event in
Huntington Beach, California. We are going to
put up a fence made of different colored surfboards that spell out vitaminwater zero.
Throughout the event we will have games
going on for the spectators also sponsored by
vitaminwater.

vitaminwater zero

In between the competition when scores are

being computed, a plane will fly over the beach
and drop parachutes of vitamin water that are
enclosed in vitamin-shaped capsules. These
capsules will have our slogan, Aint nobody
got time for that, written on them while the
actual bottle inside will explain the benefits of
drinking vitamins through vitaminwater zero.

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vitaminwater zero