Milestone #1 Project Super Coffee

SPONSORED BY

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POSITIVE ENERGY Positive energy is a choice. A choice to pursue progress. To put forth passion. To practice perseverance.

And when you choose Positive Energy, it becomes a super power that propels you forward through life.

It is as much an attitude as it is a force for good. It is a means for meaning. It is fuel for doing. It is optimistic. Not over the top. And definitely not perfect. It is an outlook of goodness.

And it is the stone thrown into the pond of potential that creates infinite ripples of impact.

IN SHORT, IT MEANS

Choose Good. Feel Great. Be Super.

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OUR PROMISE

Our products are not our brand, but they have to deliver on the brand promise every, single day.

Sure, we have a FUNCTIONAL PROMISE to make high-quality, great tasting, healthy products that replace negatives with positives.

But the only reason we make product is to fulfill our BRAND PROMISE. And that’s to unlock the healthy and happy within all of us so that each person can be the best version of themselves.

By putting better ingredients into our products, like MCT oil, protein, caffeine, no-sugar natural sweeteners, and L-Theanine, we are giving you better inputs.

The better energy you put into yourself, the better you you’ll get. That’s our Super promise to you.

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FROM DORM ROOM TO ACROSS THE U.S.

It all started in our little brother’s dorm room.

As a collegiate student-athlete, Jordan was tired. His campus store offered energy products with empty caffeine, excessive sugar and harmful chemicals. He wanted a drink that promised powerful energy and delicious flavor from healthy, organic ingredients.

Not one to settle, Jordan turned his dorm room into a culinary kitchen and got to work! Determined to solve his energy crisis, he consciously blended organic Colombian coffee with grass- fed milk protein, and healthy fats from coconut oil to create an unparalleled source of focused energy.

Every Sunday, he brewed enough Super Coffee to get him through the week, but soon, everyone from his coaches to the girls across the hall, were buying his dorm room brew faster than he could make it! That’s when he called his older brothers, Jimmy and Jake, and said, “Guys, we gotta bottle this stuff!”

What started out as one kid’s energy remedy ended up fueling the whole team, the whole campus and now, the whole country.

Cheers to a healthy, productive life!

Jordan, Jake and Jimmy

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FROM DORM ROOM TO ACROSS THE U.S. WE KEEP GROWING

Heading into 2021, Super Coffee continues to grow and has just under 100 employees nationwide.

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OUR UNIVERSAL SUPERSONA

Healthy Hustlers are always on the go, and not just on the go, but moving toward something.

Regardless of where they’re going, they’re always heading to Better. Better health. Better friendships. Betterment to society. Better anything.

And in this race to Better, their only competition is themselves. Sometimes their rivals are their former selves. Sometimes their rivals are fat gain and weight gain. All the time, they want to be their best so that others can have them at their best. So that they can have whatever it is they set their minds to and achieve any pursuit.

The Healthy Hustler is not a gender; not an age; not a geographic area; the Healthy Hustler is a shared mentality. A belief in a better future. Much like Super Coffee’s founder, they don’t just envision the future, they have the willingness and work ethic to create it.

Super Coffee is the Healthy Hustler’s fuel that they can count on for healthy, long lasting, indulgent energy on their way to Better. And beyond.

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LIFE STAGE PERSONAS

Whereas our Healthy Hustler SuPersona is a psychographic – united by a mindset – they generally fall into three life stages: College Carrie (18-25), Ath-Lifer Abe (23-30), and Multitasking Mid-Career Mona (31-50).

For the competition, we’d like you to focus on:

COLLEGE CARRIE 18-22 years old

She’s a sophomore in college who has “figured out” college, however she is still figuring out how to be an adult. She’s busy and needs energy for her double major and all her social obligations. And she needs energy and fuel to power this transition. But for the first time in her life, she is establishing herself as her own person outside of the shadow of her parents and hometown.

She discovered Super Coffee on a monthly Target run with a roommate and is debating whether or not to split a case with her.

PLEASE NOTE: Even though Carrie is in college, we don’t want you to forget about the 18-22 year-olds that aren’t in college. There’s Super value there too.

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CAMPUS STRUGGLES

Due to exclusive campus agreements with large beverage providers, fulfillment on college campuses can be difficult. While we’ve been able establish a foothold in the grocery, C-store, club, online, Walmart, and Target locations off campus, we want a unique approach to target the new collegiate lifestyle; wherever that is these days due to COVID. Since this is a digital competition, and since COVID has continued to change the collegiate new norm, we’re looking for you to move beyond the too often used brand ambassadors and pop-up tents no longer happening at collegiate events, and show us what digital ideas can break through the clutter to target Carrie, wherever she is these days.

IN SHORT, THIS MEANS

Be Creative. Use Technology. Bring Something Unique.

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MOVING DOWN THE FUNNEL

In 2021, one of our main goals is to drive awareness and new consumers into the funnel and move our existing occasionalists toward our end goal – loyalists.

A W

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LI ST

LO YA

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ADDITIONAL CAMPAIGN REQUIREMENTS

JUNE

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J DECEMBER

D SEPTEMBER

S JULY

J OCTOBER

O AUGUST

A NOVEMBER

N CAMPAIGN TIMELINE: 2021 CAMPAIGN BUDGET

PRODUCT AVAILABLE TO USE

$250K

12 OZ. BOTTLES

11 OZ. CANS

32 OZ. MULTISERVE

6 OZ. CANS

SUPER CREAMER CARTONS

SUPER GROUNDS

10 OZ. BAGS

10CT/32CT CARTONS &

PODS

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INGREDIENTS THAT MAKE YOUR CAMPAIGN SUPER

Drive 18-22 year-olds from awareness to loyalists, all while emotionally connecting them to the brand and the lifestyle Super Coffee represents.

Breakthrough the digital clutter and provide disruptive solutions to stand out among other brands online.

Build a digital campaign that embraces “positive energy” and increases purchases both online and in-store.

Channel your inner “better” and develop the best marketing presentation you’ve ever developed.

COMPETITION CRITERIA

RESEARCH

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25%

JUDGING CRITERIA IMPORTANT DEADLINES

Primary and secondary research findings

APR. 6 All teams must be registered by midnight (CST)

OWNED STRATEGY

30%

Strategy for owned assets (website, social, etc.)

PAID STRATEGY

30%

Paid placement strategy (paid search, social advertising, etc.)

MEDIA & EVALUATION

15%

Scheduling, budgeting, and evaluation methods

APR. 7 First round video submissions due by 5 PM (CST)

APR. 17 Finalists announced

MAY 15 Online finals competition with Super Coffee

To review all competition rules, visit: DigitalMarketingCompetition.com/competition-rules/

Good Luck! We can’t wait to hear your ideas for helping us continue to grow the fastest growing food and beverage company in the U.S. – Super Coffee.

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