Media Research Assignment

CLIENT:

IceBreak

PRODUCT:

Brand Campaign

Briefing received :

Tuesday 28.02.17

Campaign Start Date :

Annual Brand Campaign

Business issue and challenge What is/are the key issues that face your product or brand, why are we advertising?

Category/competitive:

Iced Coffee operates within the context of the broader impulse beverages category, where it competes for “share of throat” of consumers.

Within this broader impulse beverages category is 8 core markets: energy, water, juice/iced tea, flavoured milk, cola, non-cola, sports and UHT milk.

Iced coffee is a segment within the flavoured milk market.

Petrol & Convenience channel (P&C) is a distribution channel that provides a good representative of the total category.

Flavoured milk is currently the 2nd largest market within the category behind energy, with 26% value, 22% of units sold and 26%of volume. This solid growth has created greater competitor activity with the launch of Barista Bros (Coke) in 2014 & 8-Bar (MG) in 2015. Additional entrants are anticipated in the future via Schweppes and other smaller, niche players.

Brand/product:

The brand has had a repositioning in 2016, launching new pack graphics and a new outdoor campaign with a revised look and feel. The objective was to modernise the brand and increase the coffee credentials. The new look pack launched in late June.

Consumer:

Iced Coffee consumption is a ritual, typically in the morning to get into the day. Although purchased as an impulse beverage it is often a planned purchase where he is single minded in entering a store to purchase his iced coffee. The intensity of this ritual varies slightly between the state markets, however the intent remains the same regardless of the state.

Objectives What are we aiming to achieve from this activity? ENSURE there are tangible goals included that are measureable

Business:

· Increase from 12% to 16% market share

*Business Objectives are made up for purpose of assessment item.

Communication:

· Drive brand switch (from Dare, Barista Bros, Farmers Union) by reinforcing messaging: [ice break – real coffee. Made with real coffee and milk giving it a serious caffeine kick] and image cues: [popular, modern, work hard/play hard]

Media:

· Drive top of mind awareness (esp. Unprompted) through reach and frequency.

Who is the Target Audience for this communication? Detail as much information as possible including demographics and psychographic, e.g. what do they do on a daily basis, what are their opinions etc.

Primary: males 18-39 years

Consumer benefit and proof points What is the single -minded benefit/message you want consumers to understand from this communication, what do you want them to do as a result of the communication and what do you have to back it up?

Extra coffee kick – pushing the coffee credentials.

Timing Detail Start and End date of campaign.

Financial Year (Jul 17-Jun18)

Budget Detail total Budget for Campaign (media and creative if possible), and any specific split requirements

$3.5M

Markets Are there areas of focus for this activity?

Queensland, Victoria and Western Australia are priority #1 markets, whilst New South Wales, South Australia and Northern Territory are priority #2 markets.

Creative considerations Are their any creative needs or mandatory’s that we must factor into our planning, e.g. TVC available

All creative options are available

IceBreak sponsored the Bathurst 12-hour race which was held on 3-5 February 2017. Channel 7 have the rights for this event and in the past we have leveraged this event through the station. We are considering using this sponsorship again in 2018.