Advertising Campaign

ADPR 1400 Spring 2012

DeRopp Gomez Michael Peacock Madden

Table of Contents
Intro............................................................................... 1 Executive Summary.............................................. 2 Situation Analysis................................................ 3 Advertising Objectives..................................... 7 Advertising Strategies...................................... 8 Creative strategy................................................. 10 Promotion.................................................................. 14 Budget............................................................................ 15 Evaluation.................................................................. 18

Introduction
Charles Michael Research, Project Manager, Media and Recorder Andrew Peacock Research, Promotions and Creative Will Madden Research and Budget Cesar Gomez - Research and Budget
Jefferey Deropp Research

Logic Creatives goal is to increase the brand awareness of Tic Tac's. We will lean on the idea of having fresh breath, mainly because our target audience largely consumes coffee. Tic Tac's will nullify the bad breath caused by coffee, and that is our advertising campaign will revolve around. When having to go to work in the morning is already bad enough, who wants the bad breath caused by coffee? Not you. So Freshen Up with Tic Tac's!

Executive Summary
The Tic-Tac Brand
Serving fresh breath since 1969, Tic-Tac has now become one of the frontrunners in the breath mint industry. No more constantly checking our breath, or smiling without showing teeth. Tic-Tac's can not only give us the courage to talk without wondering what our breath smells like, but gives us great refreshing taste. All while being less than 2 calories! It doesn't matter if its in the morning when you wake up or at night before a big date. If you are curious about your breath, stop. Take a Tic-Tac and Freshen Up!

Situation Analysis
Product Evaluation
Tic-Tac Mints is a series of mints known for being small, pill-shaped breath fresheners and coming in a small, portable package available in a wide variety of favors and colors. Launched in 1969 by the Italian chocolate and confection manufacturer Ferrero, Tic-Tac has established itself as a leading breath mint brand for over forty years. As of now, Tic-Tacs are sold worldwide.

Sales history
Although, it has always had a major role in the industry, Tic-Tac has not been the category's leader in dollar sales since 1999, when Altoids led the intense-favor charge that helped the breathfreshening mints category grow 12 percent annually from 1998-2002. Recently, the introduction of fruit favors has boosted standard Tic-Tac sales by 89%.

Product Distribution
Tic-Tacs are currently being sold worldwide. Originally, TicTac's were dyed specifc colors for different favors. Now, in many countries, the transparent plastic boxes are colored but the actual Tic-Tac pieces are white.

Marketing and Advertising History

Since 1980, the Tic-Tac line has been "The 1 Calorie Breath Mint." This has changed since the size of each individual piece was increased and the caloric value increased to 1.9 calories. During the 1990s, "double packs" were introduced, featuring a regular Tic-Tac container with two favors inside. Available combinations included Tangerine and Lime, Orange and Grape, and Berry and Cherry. A more recent, humorous TV advertising campaign encourages potential purchasers in the UK to "Shake your Tic-Tacs". The most recent advertising campaign features the slogan "refreshing little lifts". In Canada, New Zealand and Australia, the Tic-Tac slogan is 'it's not just a mint, it's a tic-tac'. In India, the Tic-Tac slogan is 'Refreshment to be shared.' In 2006, Tic-Tac introduced a Bold edition with more intense favors. With 1.9 Calories per mint (advertised as having "less than two Calories") it comes in two favors, Mint and Fruit. In 2007, the flm Juno featured orange tic-tac mints that increased attention. Film promoters distributed boxes of the mints prior to the flm's release. At the start of the New Year, Tic-Tac launched a series of interactive advertising and mobile experiences through its new marketing campaign, Shake It Up. Using TV, print, and mobile ads, TicTac highlights odd facts about daily routine activities and encourages consumers to explore new ways of doing things.

Situation Analysis
Competitors
A popular brand of mints established 19th century England. The brand overtook tic-tac mints as the leader of sales back in 2000 when revenue jumped 39.3% and has remained a heavy hitter since then. Now owned by Wrigley, the advertising slogan has been "The Original Celebrated Curiously Strong Mints" for a number of years, referring to the high concentration of peppermint oil used in the original favor lozenge. The "Story of Altoids" text is printed on the paper liner inside certain tins explaining the mints history and encouraging that the original recipe from 200 years ago is still used to this day. Unlike tic-tac mints, Altoids has avoided fruity favors and has been faithful to only select favors.

A top brand of mints established in the Netherlands during the 1950s by manufacturing company Perfetti Van Melle. The mints are small oval-like spheres, with a slightly hard exterior and a soft, chewy interior. They are sold in rolls which typically contain 14 mint discs and come in a wide variety of favors including traditional mint, fruity favors, cola, and licorice. Part of Mentos' popularity can be attributed to its camp TV adverts and catchy jingle, which debuted in late 1991 on American television. Shot in South Africa, individuals facing various day-to-day dilemmas consume Mentos and are subsequently inspired to solve their problems at hand in a creative, often-humorous fashion. More recently, a television ad showed two lovers and a spider that beats up the boy when he tries to kill it. The slogan at the end reads "sometimes it's best to be ready for the next thing".

Disc-shaped mint candy currently made by The Hershey Company. They were frst produced by Nabisco in 1996, and then acquired by Hershey in 2000. They come in several favors, including peppermint, wintergreen, cinnamon, the new iced-tea, fruit sours, etc. Ice Breakers mints are sold in round cases and used to come with two hinged openings labeled to share and not to share. There was also a type of Ice Breaker mint named "Liquid Ice" and Ice Breaker gum cubes that have proven to be quite popular with consumers.

Situation Analysis
U.S. Mint Consumer Profile
According to recent research from Mintel, the gum, mints and breath fresheners market has seen sales growing through the recession, increasing over 10% since 2007, and is expected to continue growing through 2014. Although this market is not entirely recession proof; gum, mints and breath fresheners are faring well due to their low price points and the feeling that consumers are getting a small treat. In addition, innovative packaging and unique favors are aiding in the upward sales momentum. Marketers normally use packaging to help freshen and develop a brands image, but Mintels survey respondents think functionality is key in the gum category. Nearly 50% of people cited packaging that reseals better or is easier to open as being most important. Meanwhile, 19% of people want gum and mints to have packaging thats better for the environment. Some 80% of adults use gum and mints, and among children and teens (aged 6-17) the number is even greater (95%), Mintel reports. With such a strong following, the issue for new products must be encouraging prime users to increase consumption. Almost a third of teens chew gum more than once a day, so Mintel recommends targeting those in adjacent age groupsnotably the lightly using 6- to 11-year-olds and the 18-24 demographic, among whom usage stands at 89%. While still high, that statistic is a signifcant drop from younger teens and begins a slide that continues throughout adulthood Consumption falls to 68% for those 65 and older and, Mintel believes, looking for new customers at ages 45+ appears to be a key way to expand the business. This is particularly true considering the 45+ age group will be the fastest-growing demographic through 2010. Also projected to grow is the gum and mint category. Sales are forecast to jump 13% (in constant dollars), to $4.7 billion, between 2003 and 2007.

SwOT Analysis
Strengths
There are no mints in the market that resemble Tic Tac mints; similar style mints created by rival brands have not been successful. Tic-tac mints are known for their size and packaging and advertising campaigns have capitalized on that in previous years. The favors that are available are also well received by consumers and special holiday or promotional favors prove to be a hit.

Weaknesses
Some favors are not as popular as others or limited edition favors (fruity favors) are more popular than existing favors. On a similar note, more favors would like to be kept longer or introduced.

Opportunities
Introducing new favors is a defnite path to gaining more loyal consumers, especially favors that have tested popular. Tapping into growing markets should also be looked at, perhaps introducing Tic Tac gum or chewy mints.

Threats
Chocolate and other types of candies are much more popular than mints, even though the gum/mint market is growing. Competitors are also rapidly developing new favors or varieties for their products while Tic Tac has stuck to the same basic idea.

Advertising Objectives
Sales Objectives
Increase the share of the market by 3% Increase overall sales by 10% Continue to reassure consumers Tic Tac is the leading competitor in the breath mint industry Reinforce the 60% target audience belief that Tic Tac is the leading competitor in the breath mint industry At least an increase in 75,000 likes on Tic Tac's Facebook page through the promotion

Media Objectives
Our advertising campaign leans heavily towards frequency. We will reach out to our target audience using billboards and radio advertisement during the morning and evening. On top of that, using bus and train ads, we will try to hit our target audience as much as possible. Also, in our campaign, we will use coupons and promotional advertisement using websites and social media such as Twitter, Facebook, and mobile applications.

Who Urban, active, and work oriented individuals aged between 18 and 34 When will you reach them/how often We will reach our target audience during commute hours in the morning and the afternoon for maximum exposure, and we will have billboards up to reach our target audience during the day. How We will use promotional advertising such as coupons to try and reach our target audience, along with billboards, radio, bus stop, and online advertisements Where These advertisements will be place near coffee shops, bus stops, billboards around the city, and radio advertisements What are on the ads We will stress the importance for our targeted audience to have a fresh start to their respective days. Mainly little reminders about how Tic Tac's are the number one leading breath mind and will provide a fresh start to their day.

marketing Objectives

Advertising Strategy
Our target audience lives in urban areas around cities and towns where they are presumed to have their job. Our consumers are considered to be heavy coffee users. Since they are work oriented and live in an urban environment they are more than likely to stop at a coffee shop every morning. Most business men and women along with college students have coffee when they get up to start their day. This would cause them to have a strong urge to have a breath mint afterwards. Tic Tac's are also fun and exciting to use which accommodates an active lifestyle. Tic Tac's spur conversation and relationships between individuals where other competitor breath mints lack this ability. It is key in our advertising campaign to keep consistent focus on the personality of a Tic Tac user and the products natural ability to be considered as an impulse buy, which collective incorporates Tic Tac's strong presence as the original breath mint. Our advertising campaign will focus on these key elements in conjunction with the personality of our target audience. According to our research, coupons and promotions are highly effective means of advertising to consumers within our target audience. Advertisements containing coupons will run local and college newspapers to receive a discounted price of Tic Tac's. To further expand our coupon promotional effort, opt-in emails will be sent out in conjunction with a popular coffee brand to receive coffee and a free box of Tic Tac's. Our goal is to have at least 50 percent of our coupons redeemed. However, we do not want to make the coupon as the only means for our consumers to purchase Tic Tac's. This is why we will incorporate social and mobile media within the coupon itself to provide multiple touch points and build a relationship with the consumer. Our research also revealed that our target audience has a strong presence in social media and mobile mediums. These mediums enables consumers to interact across multiple touch points. Our advertising campaign would like to exemplify this compatibility to our consumers by providing them with the ability to interact with Tic Tac through various measures. The goal of these tactics will be to increase engagement with our target demographic. In doing so, we believe our consumers will feel more connected and involved with the company than ever before. Lastly, our research concluded that Tic Tac consumers ranked magazine and outdoor advertisements as the most infuential advertising medium, second only to television and coupons. Because of this strong support, we chose outdoor advertising to prompt area consumers to pick up Tic Tac's in their respective markets. Billboards, bus stops, and train stations will have Tic Tac advertisements targeting those who are commuting to work or going to school that would enjoy a fresh start to their day. These strategies will help boost Tic Tac ahead of their competitors than they already are, reassuring their successful presence as the leader in the breath mint industry.

Advertising Strategy
Positioning
Tic Tac mints provide fresh, fun, and playful entertainment for your mouth. The brand was launched in the US in 1969 by the Italian confection manufacturer Ferrero. Consequently, Tic Tac has been the leading breath mint brand for almost over 40 years. Tic Tac has several major competitors such as altoids, breathsavers, and mentos. However, Tic Tac comes in a special transparent plastic box with a fip open lid that differentiates them from their competitors. The packaging is unique and a clear representation of the brand. Tic Tac's are a unique, refreshing, and chic way to freshen up your breath that can be shared with everyone. Tic Tac's come in a variety of favors which are available in mint, fruit, and seasonal favors (favors are limited to the time of year). These favors helps provide customers with a variety of choices and coax the consumer into an impulsive buy when new favors are released. Prior advertising campaigns positioned the rational and emotional benefts of Tic Tac. A more recent advertising campaign made Tic Tac seem more contemporary with their shake campaign. This campaign looks to position Tic Tac as the original breath mint that has kept its original packaging and formula ever since the beginning.

Creative strategy
The campaign will have a more frequency-centric portion, with billboards and bus ads targeting consumers throughout the day. This will restrict the reach of such media, but because our audience is mainly urban, frequency trumps reach in importance.

Guerilla Marketing
The aim of the guerilla marketing is to show that our product freshens up whatever it is around. The scratch-and-sniff approach allows for us to show case the refreshing minty smell of the product in the hope that consumer will be further persuaded to purchase it. By coupling this with the bus stop advertisement, as well as billboards, the consumer will, in theory, see advertisements for our product at least three times before they reach their fnal destination.

Creative strategy
Billboards
Billboard advertising is crucial to our campaign because it allows us to target consumers during both morning and night rush hours. The design is catered more heavily towards the morning, as that is when our target audience would be purchasing coffee, and thus requiring our product, but have them present at night will hopefully reinforce the idea in the consumers mind for the following morning.

Creative strategy
Bus Stop
Our bus stop advertising is for those who either already live in the city, or have gotten there via train. Should they have arrived by train, the bus stop ad will couple well with the guerilla marketing present in subway and train stations. It features a QR code in the bottom that leads to website with news about our product as well as occasional discounts and promotions.

Radio
Are you sick of having bad breath after your morning coffee What about in general? Wouldn't it be great if Tic Tac teamed up with Startbucks, Dunkin Donuts, and other coffee companies so that when you buy a coffee you get a free box of Tic Tac's to freshen up. Well they have. If you have ever experienced bad breath, whether It's you or someone you know, offer them one of your free Tic Tac's It's perfect right after a cup of freshly brewed coffee, or right before a meeting Freshen up your breath, and your day with Tic Tac's.

Creative strategy
Trade Promotion
Our trade promotion is targeted at common places where people purchase coffee in the morning. Such places include Starbucks, Dunkin Donuts, and Caribou Coffee, among others. The promotion involves paying for our product to be stocked in front of the register, so that the consumer will see them upon purchasing their beverage. Because of the advertisements planned on the way into the city, or on the way to the coffee shop, we are hoping that the consumer will be persuaded to purchase our product along with their coffee.

Website
The website is vital to our creative strategy, as our target audience consists of people ages 18-34. People in this demographic have been shown to often use the Internet and to visit websites, and as such, we believe this is one of the best ways to communicate with them. The website will offer news about our product, as well as occasionally offering deals or promotions that will couple with our social media approaches, Twitter and Facebook.

Promotion
We also plan to have a promotional aspect to this campaign to reinforce Tic Tac's social media presence on Facebook. While also reinforcing the fact that Tic Tac is the leading breath mint competitor. Tic Tac would like to increase their likes on Facebook. In doing so, people will become more familiar with the brand and be able to receive frequent updates. Tic Tac is going to hold a promotion that allows people to enter a lottery by liking Tic Tac on Facebook. Every time someone likes Tic Tac on Facebook a nickle will be added to an imaginary pot. After a month or so a random user will be chosen to win the pot of cash. This promotion will be promoted through other social media outlets such as Twitter and their website. We hope to have at least an increase in 75,000 likes on Facebook.

Budget
For the budget allocation of Tic Tac mints, we will invest most of our funds into outdoor advertisement such as billboards, bus stops, king-size bus panels and wraps along the sides of trains. The reason for the strong attention to outdoor advertising is due to the target audience Tic Tacs attract. The urban, active, working audience of 18 to 34 year olds spend a lot of their time commuting to work; whether it is by car, bus, or train they will be seeing our advertisements. The second most important factor that our budget will be invested in will be coupons and radio advertisement. Our research shows that coupons and promotions are a highly effective way of reaching our target audience. We will be satisfied with a 50 percent return on investment through our coupons meaning that producing the coupons will not be nearly as expensive as other means of reaching our audience. By looking at Altoids advertising and budget allocation, we are able to use the competitive parity method to establish our budget amounts by matching the competitions percentage-of-sale expenditures. Altoids has seen a rapid increase in sales since 1995, so taking ideas from their notebook to see what works and does not work will help us make more efficient decisions for our budget allocation. An idea that Altoids did not mention was the use of social media and mobile mediums by our target audience. We can put advertisements on Facebook, Tweet about upcoming flavors or promotions, and advertise in smart phone applications. One idea was to do in-game advertising for video games but the problem with this is not knowing when users are playing their games so this could be a poor investment.

Budget
Media Schedule Q1 Radio Outdoor Online Newspaper Total Overall Budget Q1 Production Promotion Social Media Other Evaluation Total 9.3 2.25 2.25 2.5 2 0.5 4.3 Q2 0.5 0.15 0.1 1.5 Q3 0.5 0.15 0.1 1.5 Q4 2 0.5 0.5 2 0.1 0.25 5.35 total 5.5 2.8 1.2 9.3 0.1 0.25 19.15 0.088 0.4 0.5 0.25 1.238 0.95 0.95 Q2 0.05 0.4 0.5 Q3 0.05 0.4 0.5 Q4 0.088 0.4 0.5 0.25 1.238 total 0.276 1.6 2 0.5 4.376

Budget

Evaluation
How many responded to the QR codes on the bus stop advertisements and the coupons

How many people visited the website, liked our Facebook page, and also implement Google Analytics into the web page(s) as well as on the social media pages, allowing us to monitor things such as hits, bounce rate, and time spent on the website as well as where the visitor went and what they clicked on.

We will remeasure the target audience's perceptions on Tic Tac as the leading competitor in the breath mint industry.

Evaluate the increase in sales and market share.

We will monitor the statistics on a monthly basis, and if need be, we will make changes on a quarterly basis.