Its time to take your

adventure of a lifetime

HIGH BREW COFFEEBY: ANN RAMSETT

After the creators of High Brew Coff ee sold their previous company of 13 years they decided to take their adventure of a lifetime. They homeschooled their children on a boat and traveled from St. Thomas to Granada while exploring every country in-between. During their adventure they needed something to keep them awake at night and that is where their great idea of a cold brew coff ee came about. They wanted something portable, convenient, ice-cold and premium and that is exactly what they created with High Brew Coff ee.

Strategy: Since High Brew Coff ee was created on the adventure of a lifetime, I want to encourage people to take their own adventure of a lifetime with this campaign.

BACKGROUND

Current Belief: The current belief of the product is that it’s a brand that could expand internationally and become popular among the ages of 18-30. It is portable and fi ts in the palm of a hand, which makes it appealing to those who are on the move. The problem is that not many people are aware of this product since they do not have many advertisements running at the moment. That is what I hope to change through these advertising strategies.

Desired belief: After seeing and hearing the advertising I hope to increase the brand awareness by 50%. I want consumers to view the brand and product as an exciting drink to start their day.

CURRENT BELIEF/DESIRED BELIEF

Convince: Young adults/adults between the ages of 18-30.

That: High Brew Coffee is the best premade coffee choice on the market.

Because: High Brew Coffee gives them the push they need to start every adventure.

CTB STATEMENT

Advertise the roots of the company; how the successful concept of High Brew Coffee came about during a families adventure of a lifetime, through TV, print, radio, OOH, media advertisements and promotions in hopes to increase brand awareness and revenue.

SELLING IDEA

PRINT AD #1

HIGH BREW COFFEE WAS CREATED DURING AN ADVENTURE OF A LIFETIME SO IT’S TIME TO TAKE YOURS! TRY ANY OF OUR FALVORS,

WHICH INCLUDE SALTED CARAMEL, MEXICAN VANILLA, DARK CHOCOLATE MOCHA, DOUBLE ESPRESSO AND BLACK AND BOLD!

Cold-Brew High Brew Coffee

PRINT AD #2

High Brew Coffee is your new go-to cold brew coffee drink! By cold brewing our coffee slowly, you get a

smooth and sweeter taste that is better, not bitter. So, stop by the nearest Whole Foods near you to pick up

your favorite High Brew flavor!

TELEVISION AD – STORYBOARD 1

TELEVISION AD – STORYBOARD 2

Air Date: July 1 s t , 2015 SFX: Birds chirping and the sound of the ocean in a background Mike Rowe VO (Spoken at a slower than normal speed): High Brew

Coff ee was born from an adventure of a l ifetime. This cold-brew blend made over time, not heat, results in a coff ee that is better than your average cup of joe. High Brew’s cans are palm-sized so you can bring it along where ever your day may take you; because there are no bad days with our cold-brew High Brew Coff ee. Grab a High Brew coff ee at your local Whole Foods and go take your own adventure of a l ifetime with any of our High Brew Coff ee fl avors; whether it be Mexican Vanil la, Double Espresso, Dark Chocolate Mocha, Salted Caramel or Dairy Free Black and Bold. So go pick up your favorite fl avor at Whole Foods to enjoy your self and your day of adventure that much more.

SFX: High Brew coff ee can opening SFX: Mike Rowe slurping coff ee from the can SFX: Birds chirping and the sound of the ocean in the

background SFX: Fade out

RADIO SPOT

OOH –TRANSIT

IT’S TIME TO TAKE YOUR

ADVENTURE OF A LIFETIME WITH THE

MANY DELICIOUS

FLAVORS OF HIGH BREW

COFFEE!

Can be found at all Whole Foods

LocationsSalted Caramel, Mexican Vanilla, Dark Chocolate Mocha, Double Espresso & Black & Bold.

Theme: The Adventure of A Lifetime, presented to you by High Brew Coff ee.

Promotion: Who ever purchases the “Gold Can” will win an adventure of a lifetime.

How it works: There will be a total of fi ve cans dispersed around the country at all Whole Foods locations. The cans will have sticker on it that says “The Adventure of A Lifetime”. After the consumer purchases the can they will then peel off the sticker and if the can is gold underneath they will be one of the fi ve winners. The fi rst fi ve people who purchase and fi nd the “Gold Can” will be given an all-inclusive adventure with themselves and a guest. The cans that do not display gold under the sticker will have a sad emoji face with “sorry but stil l enjoy your high brew” underneath the face.

Objective: Brand awareness and an increase in sales of the product.

SALES PROMOTION CONCEPT

SALES PROMOTION PRINT

So why not take yours?Be one of five to find the golden High Brew Coffee can to win your own

adventure of a lifetime! The winning High Brew Coffee cans can be found at your local Whole Foods.

Digital Media Space: Instagram

Description: There will be a launch of the High Brew Coff ees updated Instagram account. Consumers of the product as well as followers of the account will be encouraged to share videos and pictures of them holding/drinking their High Brew fl avor of choice while on an adventure, whether it be big or small. They will use the hashtag, #myhighbrewadventure, to caption the picture or video; that way the High Brew Coff ee account will be able to repost to share with its followers. Whichever picture gets the most likes in the course of a week will win a variety of High Brew Coff ees that will last them 2 weeks. In addition to the complimentary High Brew’s, the company will give away a day adventure in a city near them for the winner and a friend.

MEDIA CONCEPT