glaceau global ad plan
Meric KELLECI
As Michael said the posted stuff are great but since they are actual
reports or presentations we can not directly cite them. Yesterday, I
searched our company from Business Source Premier to find some
articles. I tried but I can not send the articles as pdf file.
Here is the link of one article I found that can be useful for us.
(Coca-Cola calls global ad pitch for Glaceau.
Full Text Available (cover story) By: Nettleton, Kate. Campaign (UK),
10/17/2008, Issue 41, preceding p2-2, 1/6p; (AN 35240990)
Database: Business Source Premier
The article reports on the move of Coca-Cola Co. to promote its global
advertising for Glaceau. It states that the company has invited a
number of undisclosed agencies to pitch for the advertisement of
vitamin water brand. In connection, the global campaigns of Glaceau
will attempt to differentiate the product.
Meric KELLECI
Meric KELLECI
Just to have an idea of our company's positioning strategy, we can
take a look at the following article:
Title: Glacéau Puts 'More' Into Message. By: Hein, Kenneth, Brandweek,
10644318, 6/28/2004, Vol. 45, Issue 26
Database: Business Source Premier
Glacéau Puts 'More' Into Message
Section: News
POSITIONING
Humorous $10M campaign takes everyday life to new extremes.
GLACÉAU VITAMINWATER will launch its first national advertising effort
next month to help fuel its growing enhanced water brand, a healthy
$10 million campaign dubbed "Every day needs more."
The bulk of the effort will be of out-of-home ads (billboards, phone
kiosks and wild postings) initially blanketing New York. It will be
expanded next year to other major cities.
The ads, created in-house with Rocket Dog NYC, New York, are humorous
illustrations showing how people can stimulate their daily lives. One
reads, "Drink focus. See more," and shows a blind man handing a
stripper a dollar bill. Another reads, "Drink energy. Handle more,"
with a mom pushing a shopping cart full of kids. A third features a
plumber, a sexy housewife and text, "Drink power. Lay more pipe."
More than 50 executions in English and Spanish have also been created
for POP. Further, sampling, event sponsorship and a college ambassador
program will support.
"The campaign will give [consumers] who haven't experienced Glacéau
Vitaminwater an opportunity to get turned on to it and current
drinkers even more reasons to drink it," said Rohan Oza, svp-
marketing, Energy Brands, Whitestone, N.Y.
The company says Vitaminwater has 200% compounded annual growth. The
brand is part of what is virtually a two-horse category, led by
Gatorade's Propel Fitness Water, with smaller players like Energy
Multi-Vitamin Enhanced Water and Speedo Sportswater also in the
market.
~~~~~~~~
By Kenneth Hein
On Feb 10, 12:04 pm, Meric KELLECI <mkell...@pride.hofstra.edu> wrote:
> Hi guys
>
> As Michael said the posted stuff are great but since they are actual
> reports or presentations we can not directly cite them. Yesterday, I
> searched our company from Business Source Premier to find some
> articles. I tried but I can not send the articles as pdf file.
>
> Here is the link of one article I found that can be useful for us.
>
> http://web.ebscohost.com/ehost/pdf?vid=4&hid=103&sid=78278078-22b0-47...
Michael Staub
the envelope a little, by offering edgier advertising. I'm not sure
what we could do with that. I do think that going edgier is a good way
to get noticed, especially if it's on a NY billboard. I think that the
edgy stuff works well for America. I'm not sure about China. How edgy
does the advertising get in China? and what is viewed as offensive?
This article I found bring up some good points.
http://www.nyenrode.nl/businesstopics/europechina/Pages/marketingchina.aspx