1. Radio AdvertisingShare the Rainbow CampaignAngela Romero@AngelaLRomero

2. ProductFruit flavored, bite- size, hard shelled candy with a chewy center that comes in a variety of shiny colors. 3. Why do Advertising* Increase brand loyalty through engagement & celebrity endorsement.* Share the Rainbow campaignThe Target market* We are targeting young women from ages 15- 25 who are digital natives* Females want to be unique, fun, and vibrant, so we picked Katy Perry as an endorser who is perceived as having these qualities* They regard pop stars and celebrities as role models 4. Audience Perspective on the Product * Chocolate is the go-to candy for most customers * Skittles needs to try harder to be unique and memorable to position itself in the customers top of mind selection for candy. * By engaging customers and rewarding them with a free song we create a memorable experience.Compelling Idea * Skittles is a fun candy because Katy Perry endorses it * You would never be bored because it offers a variety of flavors. 5. Why Believe* Skittles is unique because no other candy is the color of the rainbow* It has never compared itself with other candy brands.* Eating Skittles is incredibly fun experience because of the burst of different fruit flavors.Brand personality/tone:* Unique, out-of the-box, irreverent, and fun personalityWebsite: Skittles.com* Interaction: Customers can share their story* Download the new Katy Perry song* Links to all social media outlets. 6. Media* Hip Hop and Rock/Pop stations because they are popular among teens and young adults* Most popular stations: 94.9, 106.1, 97.3, 107.7 and 105.3* These radios stations play Katy Perry because she she is a top pop star and our target market listens to themFormat* Music: Katy Perrys California Gurls and the Skittles YouTube parody Double Rainbow is a viral song.* Celebrity announcer: Katy Perry is a top pop star* Dialogue theater of the mind, unique story for our Skittles commercial 7. ScriptHey Im Katy Perry and want to share my craziest rainbow adventurebecause I love Skittles. I was looking up at the sky one day at a rainbowwhen I saw Snoop Dog riding towards me on a cloud of raining Skittles!I grabbed a fistful and as I popped them in my mouth, I was suddenlyhit by the intense burst of fruity gooey chewy flavors and textures. Itwas so amazing that I wrote a song about it. Go to skittles.com to shareyour rainbow story with me and Ill share my brand new song-- DoubleRainbow with you.--Double Rainbow Song--Dj: Katy Perrys Double Rainbow is now available for download atSkittles.com.Taste the Rainbow. Feel the Rainbow. Share the Rainbow. 8. Applied Guidelines* 1.Get attention by announcing immediately that Katy Perry is the person that is speaking.* 2.Stimulate the imagination: creating visual images by describing her Skittles experience & using adjectives* 3.Repeat the brand name: Skittles is repeated 4 times & the rainbow concept 9 times* 4.Use of sound and music: The California Gurls & Double Rainbow Song