Life Water

COMM 421W

Section 002

1

Table of Contents:

Executive Summary…2

Situation Analysis…3

Creative Strategy…12

Creative Executions…13

Media Objective and Strategy…14

Sales Promotions…19

Media Selection and Flowchart…23

References…27

Appendix…28

2

Executive Summary:

Since its inception, FUZE has embarked on a quest to create a healthy, innovative beverage for a vibrant, healthy

public. Since it was introduced in the market place in 2004, it has become known as a fresh health/sports and

new age beverage with real health benefits, all wrapped up in an iconic bottle, and branded with bold flashy

colors that correlate with their bold flashy brand image.

This media campaign will be targeted to adults, both men and women, who have a flare for creative self

expression. These consumers are looking for a drink that can keep their energy up with vitamins, minerals,

antioxidants and electrolytes.

With this marketing strategy, this media plan will emphasize

the idea that there is more to staying fit than just hitting the

gym. From dribbling down the basketball course, to breakdancing, to yoga to snowboarding, being active is about doing

what makes you happy.

Traditional and non-traditional media channels will work

synergistically with promotional events to break through to the

target audience and convince them that FUZE is the health

drink that is as unique and expressive as they are.

3

Situation Analysis:

Company and Brand Background

FUZE began in the basement of lawyer and drink-enthusiast

Lance Collins in 2000. Since its inception, FUZE has been

revolutionizing the Sports and Health beverage, and the New

Age beverage categories with its real vitamin, mineral and

antioxidant benefits without the high fructose corn syrup and

aspartame.

With its funky shaped bottles, and

vibrant colors, FUZE has an image of

being “refreshingly smart” both in its

approach to health drinks, and its

approach to brand building. FUZE is...