A Yoo-hoo campaign

By: Dionna ScottChelsea Soto

Briana EdwardsNarvis Kennel

Contents

● Key Insights From Research● Personas

● New Strategies & Positioning● IA (Site Map)

● Creative Ways In● Mood Boards● Wireframes

● Social Networking Strategies● Tactical Recommendations

Current Activity

To remind users of Yoo-Hoo's longstanding presence in American pop culture.

To target middle-school and young teens with a funny viral campaign.

Competitors

Research Results

Insights

1. social media is the new thing

2. consumers are willing to communicate and participate with brands if they are in their comfort zones (social sights)

3. our younger audience knows nothing about yoo-hoo except that their older siblings drink it, which lead to their first experiences

4. our older target knows it’s nostalgic but only drinks it on occasion.. yoo-hoo is a forgotten brand

5. users like being involved with things that relate to them

Recommendations

Position Yoo-Hoo as an attractive, trendy, and versatile lifestyle brand that can offer

users unique experiences and a rich community anchored by rich content.

● Branded events that bring targeted audience together

● Strong social media presence highlighted by relevant content

● Distinctive and completely redesigned brand voice

Munchie Master Mark

Trendsetting millennial who uses social media to connect with brands that enhance his lifestyle.

He wants to be in the know on the new drink recipes, events, food crazes, and music artists.

He’s familiar with Yoo-Hoo because he’s grown up with it, but doesn’t have a reason to interact with

the brand now.

Users like this can elevate Yoo-Hoo’s brand perception and image.

Outcast Sammie

Teenage with a sense of rebellion and individualism.

Uses social media to create communities based on shared interests.

Takes pride in the fact that her interests are not “mainstream”.

Wants a brand that can bring her closer to her interests

Tapping into a teenage demographic in a unique way can help Yoo-Hoo to increase market share in the category.

The Drink of Rebels

For the outcasts, the rebels, and the black sheep. We’re building a community for the ones

who don’t fit in. If you march to the beat of a different drum, Yoo-Hoo wants to march with

you. We want to keep alive the spirit of the individual. Yoo-Hoo knows what it’s like to not

be mainstream, and we want to capitalize on that spirit of the brand.

A New Twist

… on a cult classicYour favorite childhood snack is back with

some new moves.The Yoo-Hoo you grew up with, has grown up a little bit too. It’s not just an afternoon snack, now it’s a conversation starter, and a key ingredient in innovation.

Yoo-Hoo has known fun since 1926, that’s why our events are going to be popular.

Site Map

Wireframes

Tactics & Recommendations

Urban Outfitters Photo Booth

We feel that these strategies and plans are exactly the touch of fresh air that

Yoo Hoo needs to position themselves as lifestyle brand. We’ve compiled

research and personal experiences to appeal to the rebel teens and

trendsetting millennial. Our interactive platform fulfills the desires of both

audiences with innovative experiences that will bring YooHoo back to life.