Submitted by: Submitted by sardor
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Pages: 31
Category: Business and Industry
Date Submitted: 11/03/2012 12:47 AM
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...