sju ama final case competition

American Marketing Association

2015-2016 Collegiate Case Competition

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TABLE OF CONTENTS

Economic Environmen

EXECUTIVE SUMMARY

The purpose of this report is to analyze the internal and external environment of Ice Breakers Cool Blasts in order to develop objectives and tactics to increase awareness,

Situation Analysis

better engage with millennials who are the primary target market. The campaign will capitalize upon findings that millennials aspire to better manage their time, achieve their goals, and have meaningful experiences. With the familiar and market-dominant Ice Breakers brand name, Cool Blasts will leverage the loyal customer base that the mother brand already holds. Target Market The initial target market for this marketing program is young millennials from the ages of 18-24. Based on primary and secondary research findings, the target mFew Chews -34. Ages 25-34 are the second leading users of breath fresheners behind 18-24. With similar behavior and aspiration insights based on both groups, the target market was extended to attain a higher and more strategic messaging reach. The Marketing Program

of Ice Breakers Cool Blasts. The marketing plan was informed by the following positioning statement:

-34. This innovative product is uniquely positioned in the breath freshening product category because it provides a novel consumption experience, long lasting fresh breath results

Objectives and tactics were designed to better engage and drive trial for Ice Breakers Cool Blasts within the target market. The following are main campaign.

Target Market: 18-34 Innovative sampling at top millennial populated cities nation wide Paid Advertising includes Instagram, Out of Home, Online, and sponsorships Distribution channels include grocery stores and convenience stores

Humorous, light-hearted advertisements, videos, and social media posts will engage the target market by attracting their attention and encouraging them to interact with the brand

online and share Ice Breakers content with friends. By creating content of this nature, Ice Breakers Cool Blasts will successfully attain increased awareness, trial, and interest.

AN ICEBREAKERS INTRODUCTION

While gum usage has declined over time, sales of breath fresheners and mints continue

Breakers, a brand which is owned by The Hershey Company, released Ice Breakers Cool Blasts in reaction to these declining gum sales. The company also capitalized on

(2015-2016 American Marketing Association Collegiate Case Competition, 2015, p. 3). Released in April 2015, Cool Blasts are an innovative new product that does not fit into any preexisting breath freshening categories. The product contains the same cooling crystals that are widely recognized in other Ice Breakers products yet have a chewy texture and dissolve in just a few chews, resulting in fresh breath in seconds. Due to the innovative nature of the product, it is important that customers understand the unique value that Cool Blasts provide. With the implementation of effective marketing, Ice Breakers can increase interest, awareness, and trial of this new product. The report that follows provides a situation analysis paired with both primary and secondary research that was used to develop the

ed report includes: a SWOT analysis, primary research, the a media platform plan,

budgeting, and metrics.

SITUATION ANALYSIS

The following situational analysis describes aspects of both the internal and external environment that Ice Breakers Cool Blasts are present within. Included is a SWOT analysis followed by evaluation of the following external environment aspects: economic, legal and political, sociocultural, and technology. SWOT ANALYSIS: INTERNAL STRENGTHS Leadership Position As of 2014, The Hershey Company is currently the largest player in the United States Confectionary segment with 39.4% market share. In respect to the breath freshener mint category, The Hershey Company also exceeded its competitors by 10% in market share as of December 2014 (MarketLine Advantage, 2015). This identifies that The Hershey Company has a prominent and successful market position in relation to its competitors that be leveraged when introducing new products. The Hershey Company was also ranked

among the leading global companies which allows for a reputation advantage when introducing new products into the market (MarketLine Advantage 2015). Marketplace Dominance: Candy, Mint, Gum According to the 2015 -2016 American Marketing Association Collegiate Case Competition, Hershey has also led CMG sales in 2015 (2015, p. 8). Also in 2015, Hershey led the mint market with 40% of the market share. This statistic indicated that the Ice Breakers brand is a favorable brand considering sales were double that of the second largest mint producer (2015-2016 American Marketing Association Collegiate Case Competition, 2015, p.6). This market share advantage suspects that the likelihood of brand success will continue. Cooling Crystals Ice Breakers Cool Blasts contain the cooling crystals that are widely recognized as effective breath fresheners. The cooling crystals are unique to the Ice Breakers brand and are already part of the current brand positioning (2015-2016 American Marketing Association Collegiate Case Competition, 2015, p.3). Consumers affiliate the cooling crystals with the desired results of fresh breath. Within the primary research, respondents initially associated Ice Breakers Cool Blasts with these cooling crystals. SWOT ANALYSIS: INTERNAL WEAKNESSES Weak Presence of Instagram Ice Breakers has a Facebook page but the brand does not have an active Instagram page. Research done by Nielsen found that out of 400 Instagram campaigns, 97% had a statistically significof Instagram presence is a weakness because the brand is missing out on a beneficial platform for increasing brand awareness. Initial Marketing Miscommunication Ice Breakers Cool Blasts, a hybrid of mint and gum, are the first product of their kind to enter the Candy, Gum, and Mint marketplace (2015-2016 American Marketing Association Collegiate Case Competition, 2015, p. 12). From primary research, respondents expressed confusion about what the Ice Breaker Cool Blasts are which may have led to dissatisfaction toward the product. Marketing efforts have not been as effective as they could be in terms of communicating what the product actually is and its benefits. Packaging Difficulty Primary research respondents stated that they look for breath fresheners that elicit as little effort as possible. During in depth interviews, respondents had struggled with opening the packaging and feared dropping Cool Blasts on the ground.

Reputation Conflicting In September of 2015, a lawsuit was filed against The Hershey Company over the allegations of using child labor to harvest cocoa beans in West Africa. Ironically, The Hershey Company is a huge proponent of bettering the lives of disadvantaged youth through The Milton Hershey School. This lawsuit has been thought to be detrimental to the reputation of The Hershey Company and their high standards for youth around the world (Rosenthal, 2015). SWOT ANALYSIS: EXTERNAL OPPORTUNITIES Innovation According to Mintel Academic, 50% of breath freshener purchasers say that innovation is needed in the breath freshener category (Mintel Academic, 2015). This indicates that consumers will be open to new product launches in the CMG marketplace.

Usage of Co-Branding Studies have shown that there has been a significant increase in sales percentages for brands that have merged their marketing efforts with other brands. In January of 2014,

-branded their Juicy Fruit sugarless gum with Starburst fruit chew flavors. Within half of a year, the candy flavored gum earned an estimated $18.5 million in sales (Mintel Academic, 2015). The co-branding effort was created in response to declining Juicy Fruit sales (6.9%) and increasing Starburst sales (13%) during the year of 2014 (Mintel Academic, 2014). In the confectionary market, co-branding opportunities such as these present the ability for brands to increase sales. SWOT ANALYSIS: EXTERNAL THREATS Breath Freshener Competition Although Hershey is leading the breath freshener mint category, there is still a threat of new entrants and current players. While conducting primary research, it was discovered that people use other products to freshen their breath besides mints and gum. Respondents claimed that they use items such as breath mouthwash, vegetables, and toothpaste to freshen their breath. In the eyes of the consumer, all of these competitors elicit the fresh breath result;; which is what respondents value the most when consuming a breath freshener. For a competitive analysis, see Figure 2. Ingredient Controversy Although many ingredients are approved and regulated by the FDA, there have been both political and medical disputes on whether the ingredient aspartame is harmful for long term health (Morris, 2014). Hershey discloses their use of this ingredient on their website however they may want to be weary of consumer and industry regulations that may arise in the future (Hershey: The Hershey Company, 2015). Mintel also reported that 51% of consumers have an important choice factor that the product must contain all-natural ingredients (Mintel Academic). 73% of millennials are

willing to purchase regular gum, compared to 59% who would purchase sugarless gum (59%), indicating a possible aversion to artificial sweeteners (Hofbaur, 2015). ECONOMIC ENVIRONMENT

Retailer Business Cycles Currently, many retailers have been stagnant upon implementation of the product being present at checkout lines. Each retailer has a different schedule as to product review, confirmation orders, and stocking the actual shelves (2015-2016 American Marketing Association Collegiate Case Competition, 2015, p. 11). These varying schedules could threaten the potential revenue and trial exposure that could have been executed as they have in other retail stores with faster order schedules. Rise of Discounter Retailers There has been a shift in how consumers shop for packaged goods that has the potential to greatly impact sales for and the Ice Breakers brand. Retail sales by discounters (such as Aldi) have grown by 22% between the years of 2009 and 2014, which is twice the rate of supermarket sales. This trend could potentially limit the sales of Ice Breakers Cool Blasts because they currently are not sold at these outlets. (Euromonitor, 2015). Tensions Between Manufacturers and Retailers Recently, there have been many disputes with retailers and manufacturers over pricing. As grocery chains are in competition with one another combatting in price wars, retailers are forcing manufacturers into lower prices. Retailers are looking to lower prices to increase their store visits while manufacturers are looking to increase in-store prices due to higher internal commodity prices (Euromonitor, 2015). desires oppose those of manufacturers. Retailer Response to Consumer Health Trends Across the globe, retailers are deciding to remove unhealthy products and count lines from checkout displays in order to reduce impulse buying of certain products that are not

demand to provide opportunities in this new space for other products, such as nuts and fruits. (Euromonitor, 2015). TECHNOLOGICAL ENVIORNMENT Centralization of Platforms Technology has allowed consumers to access reviews on products or services at the touch of their fingertips on their mobile device. Reported in September 2015, 61% of adults read reviews online. There are only a few electronic platforms that consumers are consistently turning to so brands have fewer options when reaching consumers. Ownership of desktop computers and home gaming consoles have decreased (Mintel Academic, 2015). This displays an abandonment of traditional media.

There has been a rapid adoption of smartphones which is reducing activity on desktop computers as a digital platform. Activities such as managing photos, checking the weather, shopping, social media, music, that were once done on the computer screen are now taking place on the consumeropportunity for Ice Breakers Cool Blasts in terms of shifting their marketing toward advertising online on mobile smartphones. LEGAL AND POLITICAL ENVIRONMENT Serving Size Regulations In 2014, the FDA withdrew from a previous ruling that all mints have to represent a serving size that corresponds to 2 grams, the previous Reference Amount Customarily Consumed for the product category. A petition arose considering that small mints, like Ice Breakers Cool Blasts, with the intensity of normal sized mints were regulated to display a serving size of 5 mints in adherence to the 2 grams RACC. This does not adequately represent a customary consumer usage of the product. Therefore, using a label statement of one unit to display as the serving size for all breath mints is more appropriate than recognizing the serving size to the number of mints closest to the 2 grams of previous RACC. The FDA ruled to create a new product category, small breath mints, to have a serving size of 1 mint with a new RACC of 0.5 grams (Federal Register, 2014). SOCIOCULTURAL ENVIRONMENT Millennial Demographics The millennial target market is the most racially diverse generation in the United States. About 43% of this population is non-white. This may make marketing efforts more challenging to target to because different ethnicities may have varying preferences for products and communication receptions (United States Census Bureau, 2013). Millennial Values Aspirations of millennials include living a healthier lifestyle, traveling more, and managing their time better (Mintel Academic, 2013). This research also allowed the identification that millennials place a higher value on experience and lifestyle promotion instead of only the product and its features (Suddath, 2014). As a brand that wants to be an integral part

opportunity to better relate to their lifestyle as a brand and product. They also value a sense of entitlement and receiving positive feedback for their believed hard work that they pursue on a daily basis. They focus on achieving their goals, getting good grades if they are in school, all while demonstrating high levels of optimism (Suddath, 2014). Marketing To Millennials There is also an opportunity for Ice Breakers to understand the trend of how millennials feel toward marketing and advertising. They expect marketing to be engaging, meaningful and targeted to them as an individual. Millennials are also more likely to be responsive if the brand is encouraging a two way conversation and intent for relationship.

They are more likely to resonate with brands who demonstrate authenticity and transparency in their branding and marketing messages (Suddath, 2014). More specifically in terms of messaging, 80% of millennials said that they are more likely to remember an advertisement if it is funny (Mintel Academic, 2015). Research demonstrated that millennials favor brands that communicate a message reflecting who they are. The top words that millennials used to describe themselves were

- Social Norms Millennials have tightly scheduled lives and often do not know what to do with their free time or how to manage it effectively (U.S.Chamber of Commerce Foundation and Rice.edu, 2014). They believe in multitasking;; however this often leads to poor quality work. Due to busy lives, millennials are believed to have lost their sense of play and seek spontaneous experiences (Inc., 2015). The Green Movement

comes to understanding the importance of ecological and environmental conditions, and

claimed that 76% of them stress an importance for brands to be ecologically conscious, making the brand more credible (Gaudelli, 2009). Both focus groups also mentioned efforts to be ecologically friendlier in terms of disposal procedures with breath fresheners. Respondents did not want to litter their gum wrappers and also were unpleased with having a wrapper in the first place.

(See Figure 1).

PRIMARY RESEARCH

A series of primary research methods were conducted to attain insights to better strategize further marketing efforts. In Depth Interviews: Thirteen in-depth interviews were conducted with respondents aged 18-53. The interviews were designed to gather insight into: preferences, breath freshener purchase behavior, consumption behaviors, brand preferences, and awareness of Ice Breakers Cool Blasts Man on the Street Taste Test/Interviews: Interviewees sampled Cool Blasts and were

initial attitudes (both positive and negative) toward the product upon trial, in order to understand what product values to focus on while creating the marketing strategy. These

interviews were conducted in a high-traffic shopping center plaza and throughout an east-coast university campus. Online Survey 1: s favorite and least favorite aspects of breath fresheners, as well as reasons for consuming breath

of breath fresheners, their current perception of Cool Blasts, and awareness of Ice Breakers Cool Blasts. This online survey was distributed using Facebook, E-Mail, and text message communications. (See Figure 3). Online Survey 2: The objective for the second survey was to strategically identify a second target market outside of the current 18-24 year old age group. The survey was distributed on platforms including LinkedIn, Facebook, Email, In Person, and Text Message. Questions were asked to attain insight as to which age group is the most open to purchasing and using products that they have never tried before. One prominent question of this questionnaire asked how often, on a monthly basis, participants purchased items they have never tried before. This was asked in order to understand which age group was most open to trying a new product, such as Ice Breakers Cool Blasts. This survey had 427 respondents with ages that varied from 18-55+. A Chi Square Test was conducted to analyze and determine which age group was most open to purchasing and trying a new product. (See Figure 4). Focus Groups: Two focus groups were conducted. One all-male focus group and one all-female focus group. The objectives for these focus groups were to find out the following:

o It is vital to know the touch points of their daily lives, where they could be

reached, and how to resonate effectively with them. To understand why respondents use their social media platforms.

o This was asked in order to better choose relevant platform placements for campaign media planning.

o This was asked to find out reasoning why marketing or advertisements are

appealing to respondents. To learn about why respondents choose to try new products.

o This was asked to better understand what drives trial. To understand the reasoning behind impulse buying.

o Since Ice Breakers Cool Blasts can be found in the checkout line where impulse items are placed, it was important to gain understanding of what drives this type of buying.

KEY FINDINGS In Depth Interviews

There was confusion amongst respondents about what exactly the product was while consuming.

-dissolve quality. They were unaware of what was happening as the product dissolved which lead to

Majority of respondents expressed skepticism towards the product or feelings that it

Respondents expressed feelings of dissatisfaction with the longevity of the product

once they put it in their mouth. Multiple participants elaborated on the idea that the product dissolved too quickly.

Respondents experienced difficulty in understanding how to open the product packaging. They expressed nervousness that the chews would all fall out at once.

Man on the Street Interviews Respondents can find Ice Breakers Cool Blasts useful in the following situations:

attending meetings, going to work, going on a date, or before an interview. Respondents between the ages of 18-34 use Facebook, Television, Word of Mouth,

and the checkout line to find out about new products on the market. Respondents expressed that Ice Breakers Cool Blasts are comparable to toothpaste

and Ice Breakers gum cubes. Survey 1

Survey results indicated that 45% of respondents between the ages of 18-34 value fresh breath results as being their favorite thing about consuming a breath freshener product.

o Behind fresh breath results, 18-34 year old respondents listed their favorite things about consumption of breath fresheners as feelings of confidence and security, satisfaction of a clean mouth, and the act of chewing.

The two most disliked aspects of consuming a breath freshener amongst 18-34 answers) or too

strong of a flavor sensation (also 18.3% of respondents answers). o Other leading things that respondents disliked about consumption of breath

fresheners include the price associated, aftertaste, and disposal procedure. Most 18-34 year olds currently think of strips and Listerine when prompted with the

Most 18- ferenced another Ice

Breakers products Figure 5).

81% of 18-34 year olds purchase their own breath freshener products. o 19% stated that they get their breath fresheners from someone else.

Survey 2 After running and analyzing Chi Square Tests, insights were discovered regarding the willingness between age groups to try and purchase new products.

There was not a significant difference between age groups regarding their openness to trying new products. According to the Chi Square test conducted, all ages expressed the same level of openness to purchasing new products that they have never tried before. (See Figure 6).

The Chi Square test revealed that there was not a significant difference between males or females, in regard to their openness to purchasing a new producnever tried before. (See Figure 7).

There is strategically no significance in tailoring the marketing efforts to a specific age group or gender.

The primary target, ages 18-34, finds out about new products through Word of Mouth, Television, Social Media, and the Internet.

Focus Groups Exposure: Respondents were most exposed to news outlets, television, streaming

services, and social media. Respondents also explained that they spend time at bars, their university campus, and eating food at fast casual establishments.

Influence: Respondents are influenced to try new products primarily through word of mouth from friends or if the product is on sale. One female respondent claimed that she tried a new product because of the way it was described on a Pandora commercial. She appreciated how the description matched up with how the product actually felt when consuming.

Impulse Buying: Respondents will impulse buy if the product is on sale, associated with a brand that they are already familiar with, or if they see a new flavor.

Value in Breath Freshener: Respondents valued breath fresheners that require little effort and are easy to use. Females expressed value in the car cup-holder packaging.

New Product Information: Respondents said that they find out about new products in grocery stores, on television commercials, social media, and word of mouth.

Social Media Uses: Respondents said that Snapchat is used to see what friends are doing. Males said that they do not check the live stories unless they are local. Females said that they check live stories often, without referencing an importance on location. Respondents use Facebook to find out about events, birthdays, news, and company updates. Respondents use Twitter to read certain conversations about news happenings. Male respondents said that Instagram is used just to look at

respondents said that they often follow companies on Instagram and engage if there is something of value offered inside of the post. An example being a healthy recipe link or workout fitness link attached.

LIMITATIONS Limitations for both of the online surveys would include the possible exclusion of potential consumers who do not spend time on the internet and were therefore not exposed to or delivered this survey. A limitation for the second online survey regarding openness to purchasing new products could be the way in which it was distributed. A few respondents offered to send the survey to their work colleagues and friends. This effect led to the belief that many of respondents had a job which allowed them more discretionary income to purchase new products than someone unemployed. There also could have been limitation for one of the questions that was asked in the

Participants may not have been adequately able to remember each time they had bought a new product off the top of their head.

Other limitations include the geography that the survey was distributed. The potential of Facebook distribution demonstrates that participants could have been nationwide however it is believed that most respondents reside on the East Coast.

TARGET MARKET

Primary Target Market: 18-34 Secondary research was gathered with the goal of attaining a better understanding of the current target market and to help identify a secondary target market. According to Mediamark, 51.4% of 18-24 year olds reported using breath fresheners in the last six months (2014). The 25-34 age group followed, with 46.3% reporting that they used a breath freshener in the last six months. Based on the volume of users, the 18-34 age group will be the target market. It is also important to note that women use breath fresheners 9%

Identifying the target market of 25-34 was a decision made based on insights obtained from primary and secondary research. Key findings from conducted primary research demonstrated that respondents within these age groups value fresh breath and confidence. Cool Blasts could provide them with these secured expectations, match their values, and potentially turning the millennial into a lifetime loyal consumer. Secondary research explained millennials as a single group, ages 18-34, with similar characteristics and aspiration (Bonetto, 2015). Identified from primary research, the top three platforms of which respondents between the age group of 18-34 consisted of Word of Mouth, Social Media, and Internet. The following marketing capabilities will be strategic in targeting both of these age groups moving forward including these identified platforms and values. (see Figure 8). CONSUMER PROFILES

Sweet Sally Sally is a college student who feels like she is finally at home now that she is a sophomore. At school, she majors in marketing and wants to get a job at a global advertising agency. She is 20 years old and is still dependent upon her middle-class family for financial support. However, she will begin to establish her financial independence when she graduates and (hopefully) get a job next year. She spends her free time exercising, checking social media (her favorite is Instagram), and hanging out with friends. She is very outgoing so she enjoys her position as social chair of her sorority. Sally finds herself becoming more concerned with the environment as she learns about how her consumption habits impact the environment. Her favorite website is Greatist.com because she loves to read about health and fitness.

Photo from www.pexels.com

Photo from www.pexels.com

Sally is money conscious so she reads reviews online before buying anything new. Before she goes to her internship with a local ad agency, Sally loves to stop at Starbucks. She loves the way coffee tastes but hates the way that it leaves her breath. In high school, she

n gum during important meetings with her bosses. Lately, she brings mints to work but she misses the chewy texture of gum. Joe the Bro

Joe is 30 years old and works as a sales representative at a

sstop at the gym and taking care of his dog, Chester. He spends his free time doing a variety of activities, including: dinner and drinks with friends, watching Netflix, playing Call of Duty, watching football, and checking social media. Joe likes to spend

time with people and wants to be perceived as involved with the community, so he occasionally volunteers at the local food bank. Before work, Joe turns on

getting ready and to inform him of current events. He often finds out about new products or ideas while browsing the internet. Joe likes his job

He likes the taste of his boss wants him to do.

POSITIONING

Positioning Statement: Ice Breakers Cool Blasts Chews are targeted to millennials between the ages of 18-34. This innovative product is uniquely positioned in the breath freshening product category because it provides a novel consumption experience, long lasting fresh breath results within a few chews, and eliminates the need for disposal

procedures.

The identified target market places a high value on experience and lifestyle (U.S. Chamber of Commerce Foundation). By being able to provide fast fresh breath results, this will improve the experiences that millennials take on each day by eliminating time doing other tasks. Instead of feeling insecure about their breath as indicated in primary survey results, the target market can now feel confident throughout their life experiences. Secondary research also found that the target market feels more inclined to be engaged with messaging that elicits positive reinforcement. They value being recognized for having done a good job (Rice.edu, 2014). The Ice Breakers Cool Blasts will be positioned as an instrument used to achieving a job well done. This is a product that will make positive recognition possible. Whether that be going on a first date or obtaining a job after a successful interview, Ice Breakers Cool Blasts will be part of that achievement. Secondary research stated that the target market wants to engage with brands that encourage a two way conversation (Bonetto, 2015). Ice Breakers Cool Blasts will be inviting and conversational in terms of marketing communications and positioning. The

Cool Blasts side of this conversation will elicit positive reinforcement to the target market and then positive feedback upon response in order to ensure consumers confidence as an individual. Primary research has also demonstrated that respondents are more likely to try a new product if they are already familiar and loyal to the associated brand. It is hypothesized that the target market will be more at ease with trying a brand that is already familiar to them and to the market considering Hershey Mint holds 41% of the Mint share (2015-2016 American Marketing Association Collegiate Case Competition, 2015, p. 6). Other secondary research stated that millennials are on the cusp of the latest trends (Suddath, 2014). By positioning Ice Breakers Cool Blasts as an innovative and new product, this will drive interest from the target market. Differentiation From Current Popular Product Categories It is important to highlight why this product is more beneficial than the common mint or gum present within the breath freshening category consideration set. There are a variety of aspects of consumption of gum that Ice Breakers Cool Blasts does not exhibit. Mintel Academic stated that gum has unpleasant characteristics such as determining whether to spit out or swallow gum when finished chewing, causing actionable and unnecessary decision making (2014). Disposal procedures can be eliminated with the use of Ice Breakers Cool Blasts. Gum has been known to annoy parents, co-workers, or even disrupt romantic interests with its noise. The gum product can additionally cause wear and tear on the jaw which would not happen with Cool Blasts due to short chewing action (Hofbaur, 2015). In regards to packaging, Cool Blasts have several advantages that traditional gum does not. Sticks of gum are covered with thin pieces of paper that are usually one-sided with foil or wax. This type of packaging does not protect gum from being bent when transported in bags or purses. Also, paper packaging would not protect the gum from harmful environments such as the heat from a car in the summer months. Another competing product category similar to Ice Breakers Cool Blasts are the use of mints. According to primary research, it was found that respondents were dissatisfied with how strong mint flavors arise upon consumption, stating that this is one of their least favorite aspects of consuming a breath freshener. Respondents did not claim this ultra-strong sensation when consuming Ice Breakers Cool Blasts. Leverage and Differentiation from other Ice Breakers Products There are two ways in which the Cool Blasts brand will leverage the Ice Breakers brand. The Cool Blasts product will also be positioned with the cooling crystals that are associated with Ice Breakers Cubes. During the in depth interviews, respondents expressed positive excitement when they realized that the cooling crystals were present in Ice Breakers Cool Blasts.

Ice Breakers Cubes packaging will also be used as they were associated with positive responses when asked about what Ice Breakers Cool Blasts were. Therefore, the Ice Breakers brand recognition will be utilized and implemented into further new product category marketing efforts through Facebook and product bundling promotion.

points of confusion regarding the product and consumption. It was identified that

research interviews. This campaign will communicate that it is supposed to be consumed

Along with communicating the quick dissolve property of the product, this campaign also incorporates secondary research into marketing strategy. Millennials aspire to manage their time more effectively within their tight schedules (U.S. Chamber of Commerce Foundation). This campaign message elicits the notion of quick consumption and provides fresh breath results without taking any major time out of their day. Ice Breakers Cool Blasts will not interrupt their desired experiences throughout their lives as it only takes,

Understanding that millennials value both experience and positive feedback, this campaign theme communicates the ability of this product to be the gateway into experiences that can elicit positive feedback. Cool Blasts will be marketed to help millennials gain desired experiences, achieve their goals, and receive positive

can have fresh breath that will have the potential to garner all of the positive feedback that they desire. OBJECTIVES The following objectives were created in order to increase trial, awareness, and interest among the 18-34 year old target market by the end of the Just a Few Chews campaign in March 2017. (See Figure 9).

To increase Cool Blasts Sales by 6% To increase awareness by attaining 5,743 Facebook likes To increase awareness by serving 100,000 Instagram impressions To increase interest by eliciting 80% more mentions to the Cool Blasts brand

DISTRIBUTION MIX

Packaging In order to improve the user experience of consuming Ice Breakers Cool Blasts, changes within the packaging will need to be implemented. During in depth interviews, respondents

showed confusion, frustration, or an inability to open the package to obtain the actual chew. Along with this, a respondent from the conducted female focus group stated that her ideal breath freshener was one that required as little effort as possible. An improved Ice Breakers Cool Blasts package will have a section similar to what Ice Breakers mints currently has. The consumer will be able to open the panel and pick a chew out from the top. Respondents stated that they were afraid of all of the chews falling out. This will allow easy access with complete knowledge of the containment of the chews inside. The panel to flip open will take up half of the top portion of the package. This change also encourages sharing which is something that millennials value, being part of a team (U.S. Chamber of Commerce Foundation). In addition to the current rectangular shape, there will be packaging in a form that fits into a car cup holde. Secondary research from the U.S. Census stated that 84.5% of persons between the ages of 18-34 drive a car, truck, van, or carpool to work. One of the common situations that respondents said Ice Breakers Cool Blasts could be useful during moments at work. They have the convenience of consuming a chew on their way to work or to social gatherings. In terms of the packaging visual design, positive reinforcement will be put onto each package. On each Ice Breakers Cool Blasts in small font on the bottom side of the package followed by an emoji. These brief statements will elicit either positive reinforcement or a humorous idea to improve their mood. Examples include but are not limited to:

Reference to the common culture phrase of YOLO: You Only Live Once. ji) Emoji) y Emojis)

Primary and secondary research has demonstrated that millennials want messages to be targeted to them individually and give positive feedback (U.S. Chamber Foundation). One focus group respondent talked about how much she appreciated special notes from the popular brand, Five Gum that gave different truth or dares challenges on each wrapper. (See Figure 10).

Ice Breakers In Store Product Bundling In order to increase trial among consumers, Ice Breakers Cool Blasts will be bundled and packaged with other various Ice Breakers products. Based on primary research, respondents referenced their loyalty or familiarity with various Ice Breakers products. Whether that be from Ice Breakers mints or gum, Cool Blasts will leverage this loyalty by being packaged with them. This price will not be marketed as Buy One Get One Free, however at a discount for both products. One individual Ice Breakers Cool Blasts package will be packaged with the following:

Ice Breakers Duo Ice Breakers Frost Ice Breakers Original Sours Ice Breakers Ice Cubes Gum

By feeling comfortable purchasing a brand they are already familiar with and loyal to, this will make trial of Ice Breakers Cool Blasts seamless, decreasing risk associated with the purchase of a single unit. (see Figure 11). Retailers Grocery Stores According to secondary research from Statista, millennials make 4.1 trips per month to the grocery store to shop in the U.S. Mintel also stated that consumers, both men and women, between the ages of 18-34 are more enthusiastic about grocery shopping than older counterparts (2014). Primary research respondents also stated that the grocery store, particularly checkout line, is where they find out about new products. One female focus group respondent stated that she actually goes to the grocery store looking for new products.

EVENTS

Ice Breaker Personnel Social Event Sampling

and positioned with the campaign. These groups of pepresent themselves throughout the country at different citywide post work gatherings throughout the summer of 2016. During these social city happy hours or post work gatherings, the Ice Breakers will serve a dazzling display of Ice Breakers Cool Blasts samples throughout these events. While serving samples, the Ice Breakers will verbalize

Millennials value optimism, attainment of various life goals, and positive feedback. The Ice Breakers will offer the following phrases or statements as they serve to meet millennial values:

By presenting these statements, the Ice Breakers will also be breaking the ice upon presence of groups of people who may or may not know each other. Those who receive the sample are hoped to associate the product to the positive feeling received when hearing these compliments or words of encouragement from the Ice Breakers people. These Ice Breakers will be dressed in a way that elicits shock and a sense of spontaneous play incorporating futuristic ideals. Costume designs are based on secondary research that says millennials often feel as if they have lost their sense for spontaneous play and are affected by shock advertising and marketing (Bonetto, 2015). These Ice Breakers sampling servers will all have the same theme with segregated costumes upon gender. The color scheme will resemble that of flavors offered by Ice Breakers Cool Blasts

peppermint (blue) or spearmint (green) paired with the color of the product - white. Both male and female Ice Breakers will be hired models for events. Female Ice Breakers will wear a royal dark blue, medium length wig and ice white jumpsuit. Everything incorporated into their costume will align with the product ideas color scheme;; from their eyelashes being white to the cooling crystal shoes. Goals for these events include creating awareness in hopes that these costumes will induce interest and user generated content from attendants. The exposure of this innovative sampling technique will allow persons at these events to Snapchat, take pictures of or with, and share word of mouth about the uniqueness of these Ice Breakers characters. This will allow for viral, authentic user generated content across any platform that the consumer chooses. Based on a report conducted by Lauren Bonetto, consumers are more likely to internalize communication efforts if they are authentic (2015). The Ice Breakers sampling server series will increase trial among different cities and also increase awareness, even further if sharing video or picture of these characters occurs. By being served at a social event after work or during the time of happy hour, it will allow for the product to be non- (See Figures 12, 13, and 14).

SOCIAL MEDIA

As part of conducted primary research, findings were used in order to present social media

improvements to better engage and increase awareness among consumers. The social media marketing plan includes usage of Facebook and Instagram based on primary and secondary research findings which stated that the millennial generation is spending 5.4

hours per day on social media (Entrepreneur.com) Facebook

Ice Breakers Cool Blasts will first create their own Facebook page that is differentiated from the Ice Breakers brand. While this separate Facebook platform will allow the Cool Blasts brand to have their own voice, the mother Ice Breakers page will still promote and feature the Cool Blasts brand. Shout outs from the Ice Breakers brand page will encourage the introduction to the Cool Blasts, asking current followers to like the new page. The Ice Breakers Cool Blasts are different from other Ice Breakers products in what the product offers to the lifestyle of the millennial. This different product will extend its own brand voice. Ice Breakers Cool Blasts will utilize organic impressions upon the creation of this Facebook

shareable in light of what millennials value in this product category (Bonetto, 2015). The brand will post videos that hold characteristics that are not interrupting but pleasurable to watch, in efforts that the viewer will share each of them after viewing. One video will be snippets of millennial aged faces when they sit down to feel used gum under their seat or desk. After flash pulses of disgusted and surprised faces, the screen will flash the text,

Another example of a video specifically to be posted on Facebook would be briefs scenes of multiple people looking around for policemen or bystanders before they spit out their gum or littering their wrapper as they as they are driving. The beginning of the

Each video would be no longer than ten seconds in efforts to not interrupt their lives or take time out of their scrolling news feed consumption when using the platform. Aside from shareable videos, the Ice Breakers Cool Blasts Facebook page will post meaningful and conversational posts related to the lives of 18-34 year olds. Due to the fact that secondary research states that millennials look to be part of a two way conversation, curated posts will do just this in initiating this contact (Bonetto, 2015). Secondary research also stated that 50% of millennials watch an online video at least once a day (Entrepreneur.com). (See Figure 15). Instagram Another social media platform that Ice Breakers Cool Blasts will use to increase awareness and interest is Instagram. As a platform with over 400 million users, Instagram has had a successful record of lifting ad recall for their advertisers, an aspect that is expected to increase awareness for Ice Breakers Cool Blasts. This platform also guarantees

Advertising, 2015). As of right now, Ice Breakers Cool Blasts do not have an Instagram account (Instagram, 2015). A photo ad will be purchased and will run once every two months. These photos will be designed in a manner that will have minimal text and an Ice Breakers Cool Blasts brand logo in the bottom of the photo underneath the main message. Today, users of Instagram

are tagging their acquaintances in photo messages that they want them to see or relate to something that they can both connect with. As this is becoming more common in how Instagram is used, Ice Breakers Cool Blasts will utilize this to encourage advertising efforts that are meaningful and engaging to the 18-34 year old target market. Photo ads will focus on being humorous, relatable, and snackable. As these paid posts are hoped to gain acceptance, users will be encouraged to like the brand on Instagram utilizing other marketing efforts on different platforms such as television. (See Figure 16).

MEDIA PLATFORMS

Out of Home Advertising: Billboard According to the 2014 Media Planner, billboards have a 98% reach potential and help create simple awareness. This advertising space will also be utilized because 85% of people age 18-34 are commuting to work by driving a car, van, truck, or carpooling. (US Census) By strategically placing these billboard advertisements, awareness will be generated for Ice Breakers Cool Blasts. (See Figure 17). Subway Transit Advertising

exposed to millennial commuters (US Census). USA Today stated that millennials find

life satisfying. These advertisements will be placed in trains within the top millennial populated cities. For list of these cities, please see figure 14. Online Advertising Man on the street and focus group respondents between the ages of 18-34 stated that they found out about new products online from news channel sites, content generation websites, and sports outlets. A 300x250 pixel sized advertisement will be purchased on news sites, such as CNN.com, in order to create an opportunity for website viewers to click through to the Ice Breakers Cool Blasts Facebook page encouraging them to like the page and view the newest video promotion. Clicking through to social media will help the Cool Blasts brand to better measure awareness and be more likely to stay with that consumer upon liking the page. Hulu Advertising Strategically chosen as a medium based on

product will be purchased. This video will be snackable, relatable, and humorous in efforts to strategize upon secondary research findings of millennial marketing values. Each video will correspond with the Facebook video that will be promoted each month.

Male focus group respondents claimed that they watch Hulu all the time. According to Ad Week -34 are increasingly turning away from live TV time shifting into programming on platforms like Hulu, according to new insights from data technology and

an sales presentation from Hulu, research has also shown that 70% of 18-34 year olds are streaming video (Hulu, 2015). (See figure 18) Linear Television Commercial Also found within the Hulu Internal Sales Presentation was the statistic that 84% of 18-34 year olds are watching television on a weekly bas

television that will also correspond with each Facebook video being promoted each month. These television commercials will be pulse marketed throughout the 2016 year into March 2017. (See Figure 20 for Media Schedule).

SALES FORECAST

Between 2014-2015, the Ice Breakers brand experienced a 10% increase in sales (Hofbaur, 2015). Using this data as a benchmark, the Ice Breakers Cool Blasts sales are

campaign. In predicting these sales, it was important to take into consideration that the initial goal was to increase trial rather to increase sales volume. While the campaign continues throughout the next four years, sales are anticipated to rise based on increased awareness of Cool Blasts. Due to the campaign gaining traction, Ice Breakers Cool Blasts expects to remain at 6% sales for the 2017 sales year. Within primary and secondary research, evidence shows that millennials are quick to share opinions and experiences through social media (Mintel Academic, 2015). They also rely heavily on word of mouth for suggestions to try new products. Therefore, in 2018, there should be an expected bump in

generating consumer buzz. In years four and five, there will be additional sales increases of 9% and 10% due to the purchaser loyalty. (See Figure 21)

CONCLUSION

funny, memorable, and relevant content. By effectively reaching the target market, the campaign will increase awareness, interest, and trial.

APPENDIX

Figure 1: SWOT Analysis

Figure 2: Competitive Analysis

Figure 3: (cont..) : Competitive Analysis

Figure 3: Survey 1

Figure 4: Survey 2

Figure 5: frequency)

Figure 6: Chi Square Test (openness to purchasing/trying new products between age groups)

Figure 7: Chi Square Test (openness to purchasing/trying new products between males and females)

Figure 8: Target Market Profile

Figure 9: Objectives

Figure 10: Packaging Quotes

Figure 11: In-Store Product Bundling Promotion

Figure 13: Event Calendar

Figure 14: Most Populated Millennial Cities

Information Source: Forbes.com

Figure 15: Facebook Page

Facebook Cover Photo

Figure 16: Sample Instagram Posts

Figure 17: Billboard

Figure 18: Television and Streaming Consumer Behavior

Source: Hulu Internal Sales Presentation

Figure 19: Budget Breakdown

Figure 20: Media Schedule

Figure 21: Sales Forecast

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