Campaign II - Minute Maid Orange Juice

Minute Maid2015 MediaRecommendation

EMILY A CARRXIATIAN (SUMMER) FAN

ZIMENG (VIOLA) SHUWEIYING (DENISE) ZHU

CHENHUI ( JAMES) ZHENG

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AgendaPurpose

Landscape Overview

• Situation Analysis

• Business Objectives

• Communication Objectives

• Competitive Spend

Campaign Overview

• Strategic Approach

• Media Objectives

• Campaign Parameters

• Target Profile

Tactical Detail

• Budget

• TV

• Print

• Digital

• OOH

• Contingency

Campaign Recap

Plan highlights

Full tactical overview

A year with Minute Maid

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Purpose• Launch Minute Maid Pulpy

• Develop a high-impact, targeted 2015 Action Plan

• Secure Shelf Position & Loyalty in a crowded marketplace

• Boost Minute Maid’s product set with a premium offering

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Refresh your mind, Reward your soul

Landscape OverviewSITUATION ANALYSISBUSINESS OBJECTIVESCOMMUNICATION OBJECTIVESCOMPETITIVE SPEND

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Minute Maid Pulpy, while a commodity product in a crowded category, has unique product positioning to build on and is a year-round household staple

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Strengths

Established Brand FamilyQuality ProductUnique Positioning: like eating an orange

Weaknesses

Higher price pointLowest Market Share (8%, Trop 8.6%, Simply 8.2%)

Opportunities

OJ is purchased/consumed year roundTropicana current focus on Diet productHispanics overindex on juice consumption

Threats

CommoditizedCrowded MarketplaceGrowing Health Concerns (Sugar intake & Obesity)DIY JuicersFad Drinks (Coconut Water)

Sources: Fruit and Vegetable Juices: U.S. Market Trends, April 2013 (MarketResearch.com)

Business objectives: to increase market share, consumer awareness, and sales by 2015 Year End

Create Awareness for Minute Maid Pulpy & Increase overall Minute Maid franchise sales by 3 share points by 2015 Year-End

• Increase market share month over month• Increase consumer awareness of brand Minute Maid. Currently 65%-75%• Increase sales by 10% for overall franchise

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Communication objectives: to strengthen awareness and build the halo around the Minute Maid brand

• Create Awareness of new Minute Maid Pulpy

• Align consumer association with Key Takeaway of ‘Like Eating an Orange’

• Strengthen halo around total Minute Maid brand family to increase overall awareness and purchase

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Competitive spending: Tropicana focus on Q4 and heavy print; Simply Orange on network & cable TV and Florida’s Natural on cable TV

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2013 QRT 1 2013 QRT 2 2013 QRT 3 2013 QRT 4

NETWORKCABLE

SYNDICATIONPRINT

NETWORKCABLE

SYNDICATIONPRINT

NETWORKCABLE

SYNDICATIONPRINT

Heavy Average Low

Sources: Ad$pender

Competitive TV spending: heavy in prime and news but relatively light on AM and late night

Prime Time

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85% in Q1

79% in Q2

58% in Q4 55% in Q4

(% of company media budget)

23% in Q4 22% in Q1

News Time

AM

<3% 2% in Q4 <9% in Q4

4% in Q4 14% in Q1

17% in Q3

Late Night 15% in Q4

0% in others

Focusing On Missing Out

Campaign OverviewSTRATEGIC APPROACHMEDIA OBJECTIVESCAMPAIGN PARAMETERSTARGET PROFILE

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3-pronged strategic approach: to reach the core OJ drinking adult, highlight key seasonal priorities, and maintain presence throughout the year

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REACH THE CORE MAKE A SPLASH KEEP IT FRESHLAUNCH MINUTE MAID PULPY TO

TARGET AUDIENCE A35-54EVENTIZE KEY SEASONAL PRIORITIES

AND SALES PERIODS SUPPORT ONGOING AWARENESS

WITH PRESENCE THROUGHOUT THE YEAR

BY BY BY

PURCHASING BROAD-REACHING, DUAL-SKEWING MEDIA,

COMPLIMENTED BY SELECT SPECIAL-INTEREST/NICHE AFFINITIES (HEALTH,

COOKING, FINANCE, ETC)

HEAVYING-UP PRESENCE DURING LAUNCH, BACK TO SCHOOL, FSI/IN-

STORE SUPPORT, NY MARATHON AND OTHER KEY PERIODS

DEPLOYING ‘ALWAYS-ON’ SEARCH AND SUPPORT DURING LOW

PRIORITY PERIODS

WITH WITH WITH

TV, PRINT, DIGITAL, SEARCH TV, PRINT, DIGITAL, SEARCH, OOH PRINT, DIGITAL, SEARCH

TV & Print: to optimize brand awareness through highlighting the premium nature of the product and positioning product against the competition

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• Prioritize TV over other media to launch Pulpy with high-visibility in key opportunity dayparts • Build awareness amongst a broad audience through heavy presence in National & Prime Broadcast• Complement broadcast buy with efficient, targeted placements in special interest cable networks• Align with programming in line with target lifestyle (health, fitness, cooking, etc)

TV

• Focus on premium positioning and full-page placements where available to solidify Pulpy as a quality product• Drive awareness around Free-Standing Insert support & In-Store sampling with National newspaper• Extend reach with National newspapers and target special interest publications to align seasonal themes (holiday

entertainment, summer fitness, back-to-school parenting, etc)

Print

Digital & OOH: to complement the high-impact TV and Print by extending online presence and local NYC opportunities around the Marathon

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• Extend presence to high-indexing sites in alignment with target internet preferences (gaming reviews, personal finance, entertainment and news)

• Drive awareness as well as reach/efficiency with mix of high-impact takeovers, pre-roll and search engine optimization

Digital

• Support NY Marathon with local sponsorship and media

OOH

The 2015 Campaign: national reach for Adults 35-54 and focus on key Minute Maid seasonal and sales priorities.

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Budget $35MMIncludes TV, Print, Digital, OOH, Contingency

Target Adults 35-54

National PresenceSeasonal Priorities

• Launch: March 2015• In-Store Sampling: April• FSI Support: 3/8, 6/28, 9/13• Back to School• New York Marathon• Holiday

HH Income: $100k-500k (>130) Gender: Dual

Occupation: Business, Office, Legal, Technical,

Architect

Age: 35-54 (102) Education: College (119) Graduate (118)

1 or More Children(150)

Attitudes

Behavioral/Lifestyle

Taste and health have high importance

HEALTH Love to try new diets (109); Shape and Calories conscious (112)

FAMILY Prefer staying at home with the family (113)

LIFESTYLE Don’t have enough time to treat themselves well enough because of busy Lifestyle (125)

SELF CONCEPTS

Funny and humorous (110); Frank and Outspoken (107); Good-hearted (104)

SHOPPING Shop with Children (109); Children have significant impact (128);Cautious decision maker (105); Using Internet to help decision making process (104);Environmentally conscious (105); Like new stores (106)

Target Audience: Adults 35-54, with one or more children and a college degree, deserve to be rewarded mindset

6pm 12pm 6pm Evening Overnight

Waking Up

Getting ready

Lunch

Break

Commute SleepingWatching TV / Internet Surf

Prepare for bedWork Commute

Dinner

Meet friendsGym

A Day in the Life: With heavy mobile usage during morning and evening commutes, desktop web during the day and TV in the morning and evening

Tactical DetailBUDGET ALLOCATIONTVPRINTDIGITALOOH

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Budget: The majority will be invested on TV, followed by print, digital, search, contingency, and OOH

61%20%

10%

3% 5% 1%

TVPrintDigital SearchContingencyOOH

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$21,350,000.00

$7,000,000.00

$3,500,000.00

$1,050,000.00

$1,750,000.00

$350,000.00

TV

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Q1 & Q2: Product launch will feature a heavy March and early April GRP load to boost early awareness and in-store trial

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Q3 & Q4: highlight back to school seasonal priority and the NYC marathon sponsorship leading into the holidays

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Outcome: More than 50% of the total plan is in Prime, with an average reach of 75% and 3.5 average frequency

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Budget: $21,350,000| 60% Overall

Sample programming: a robust mix of dual skewing, premium adjacencies covering news, sports, and broad entertainment

Early Morning News Broadcast Prime Cable Prime Syndication

Prime Late Night

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Print

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Print Selection: A mix of premium placements, seasonally aligned publications and national newspaper

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133 Index2,214,581 Circ7.59 Coverage



123 Index627,352 Circ

4.23 Coverage

105 Index3,510,533 Circ

19.07 Coverage

106 Index2,587,103 M-F

22,000,000 Sa-Su20.00 Coverage





Budget: $7,000,000 | 20% Overall

Q1 & Q2: A broad-skewing print plan throughout the year, with a strong push during launch, as well as during Q2, to support a lighter TV plan

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Q3 & Q4: stagger placement to continually support seasonal priorities and when TV is lighter - such as August and December

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Outcome: Print campaign has an average index of 123 and coverage of 9.72%

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Digital

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Digital: align with seasonal interests and campaign priorities, and features a mix of high-impact display and video units

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Yahoo FinanceSynched RoadblockMarch – April (Tax

Season)

IGNHomepage Takeover

June(E3 6/17-19; FSI 6/22)

728x90300

x600

970x250 w/skins

Men’s HealthPre-Roll Roadblock

July – August

ParentsAdvertorial Sponsorship

Back-to-School / September

Advertorial

NY Times11/1 Homepage

Takeover

Food NetworkHoliday

300x

600

250x50

300x250

728x90

Pre-Roll

100x50

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Search keywords: capitalize on the competitive set, category, seasonal interests and overall health/nutrition

Sample Key Words• Brand: Minute Maid, Minute ‘Made’

• Competitor: Tropicana, Simply Orange, Florida’s Natural, Welch’s, Ocean Spray

• Generic/Category: Orange Juice, Juice, Fruit Juice, Pulpy, Freshly Squeezed, Blended Juice, Fresh Juice, Beverage

• Seasonal/Priority: New York Marathon, School Breakfast, Brunch, Summer cocktails, Holiday drinks

• Health/Nutrition: Vitamin C, Flu Season, Nutrition


Flighting: An always-on strategy throughout the year, reaching both Google and Bing users and catering creative to current campaign alignment, such as the NYC Marathon

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Search Query: NYC Marathon

Minute Maid® Pulpy Orange Juice - minutemaidpulpy.com www.minutemaid.com/NYCMarathonRun the NYC marathon with Minute Maid Pulpy

Out Of Home

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NYC Marathon: Capitalizing on its global popularity, a restaurant promotion and Bus advertising will amplify the Minute Maid sponsorship

• Restaurant Sponsorship along the marathon route during New York Marathon week

• Bus Advertising

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Budget: $350,000 | 1% Overall

Minute Maid Mimosas: A brunch partnership with restaurants along the route will make it the go-to drink for friends and family celebrating the runners

Take part in NYC’s most popular meal and support friends and family of runners by sponsoring ‘Marathon Mimosas’ at restaurants on the Manhattan portion of the route

• Boost Minute Maid brand awareness among mass crowd by supporting Manhattan local restaurants brunch during Marathon weekend

• For maximum exposure prior, during and after the event- aggressive local advertising indicating participating restaurants

• Support local restaurants in NYC and friends and family of marathon runners along the route

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Bus sides: Highly-visible, featuring custom marathon creative will run for four weeks surrounding the marathon

Transit• Half Showing of Bus Sides from 10/12 – 11/9

• Reaches highly trafficked local routes, both pedestrians and vehicular traffic, during busy Marathon weeks

• Custom NY Marathon Creative

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Route Borough Annual Ridership

M15 Local/SBS Manhattan 17,065,446

B46 Brooklyn 15,507,651

Bx12 Local/ SBS Bronx 15,299,111

B6 Brooklyn 13,352,953

B44 Local/SBS Brooklyn 12,112,521

Contingency Plan

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Contingency budget: 5% reserved for a Q4 opportunistic spend, to be allocated to a top performing medium pending client priority

• 5% of Budget

• Opportunistic for Q3-Q4 Sales Boost / Add’tl Presence during Holiday

• Allocate to top performing medium pending Q1-Q3 results

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5%

TVPrintDigital SearchContingencyOOH


Campaign RecapPLAN HIGHLIGHTSFULL TACTICAL OVERVIEWA YEAR WITH MINUTE MAID

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Plan Highlights: Media objectives achieved for all channels, within total budget of $35MM

TV • Heavy presence in key promotional periods (avg. 60 GRPs/week during launch and back-to-school period.)• Average 70% of Adults 35-54 reached, with 3.45x exposure • Premium placement in Prime; extended presence in Early Morning & Late Night

PRINT• A mix of premium print alignment will reach a broad audience effectively with an avg. coverage of 9.72% and

index of 123

DIGITAL & OOH• Maximize presence with websites, online display, and SEM/SEO• Competitive placement of OOH advertising to achieve high impact on NYC sponsorship opportunities

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Full Year at a Glance: The Journey with MM

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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Cost

Reward with MM

Cook with MM Re-energize with MM

Learn with MM

Run with MM Celebrate with MM $34,999,544

TV $21,347,630

Print $7,010,914

Digital $3,500,000

Search $1,041,000

OOH $350,000

Contingency $1,050,000

Your 2015 with Minute Maid:

We know the customer◦ Address their media consumption habit◦ Media campaign theme aligned with target audience’s attitude

We know the competition◦ Our voice is clearer where they are, louder where they aren’t◦ Contingency budget

We know you!◦ Product story throughout the year◦ Right people, right time, right place, and right message

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Refresh your mind, Reward your soul

Thank YouQ&A

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Appendix

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Competitive Spending per Daypart

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DAYPARTS Q1 Q2 Q3 Q4

Tropicana

Simply Orange

Florida's Natural

Tropicana

Simply Orange

Florida's Natural

Tropicana

Simply Orange

Florida's Natural

Tropicana

Simply Orange

Florida's Natural

NETWORK EARLY AM 0% 0% 3% 0% 0% 0% 0% 32% 0% 23% 0% 0%

NETWORK PRIME 0% 75% 4% 0% 66% 0% 0% 22% 2% 54% 0% 0%

CABLE EARLY AM 0% 1% 7% 0% 1% 7% 0% 2% 5% 2% 3% 9%

CABLE DAYTIME 0% 2% 5% 0% 4% 9% 0% 5% 8% 0% 8% 7%

CABLE EARLY FRINGE/ACCESS 0% 7% 22% 0% 11% 12% 0% 13% 12% 1% 23% 13%

CABLE PRIME 0% 10% 46% 0% 13% 55% 0% 20% 46% 4% 49% 55%CABLE LATE FRINGE/OVERNIGHT 0% 4% 14% 0% 5% 17% 0% 7% 27% 15% 17% 16%

NYC OOH Costs

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