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Team 11 Agency: Team Clean ADV M/W

Team 11 Agency: Team Clean ADV M/W Aaron Greenfield Kiffanie Shoults Jared Liebmen Bryan Scott . Business Situation and Problem . Zest, a cleaner clean, for a fresher start.

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Team 11 Agency: Team Clean ADV M/W

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  1. Team 11 Agency: Team Clean ADV M/W Aaron GreenfieldKiffanie Shoults Jared LiebmenBryan Scott

  2. Business Situation and Problem Zest, a cleaner clean, for a fresher start Zest has fallen off the radar in the advertising word; bring Zest back into the market for a new generation of consumers.

  3. Competitive Map

  4. Brand Personality George Clooney Why George Clooney

  5. Positioning Statement Zest is currently attempting to rejuvenate their brand with a new line of body washes that will appeal to a more specific crowd of young men between the ages of 20 and 30 who’s ambitions for life are matched by Zest’s values.

  6. Introductory Campaign proposal • Types of Ads • We will advertise using Facebook by create interactive games to appeal to new younger consumers. The games and ads on Facebook will include special offers to entice Facebook users to use Zest products such as coupons or promotional sales for new products to be released. • We will also be advertising with TV and Billboards. This will allow us to make consumers aware of Zest’s newer products, such as the body wash series by giving them a visual of the new Zest.

  7. Purpose for Campaign The reason for our repositioning campaign of Zest is; Zest soap used to be a highly recognized and competitive soap brand that had good brand promotion and an innovative product, but as other products such as old spice and axe came on to the market Zest faded in to the background. With our new campaign we will attempt to restore Zest to its former glory by raising brand awareness and loyalty through our new ads on TV, Billboards, and in the Internet.

  8. Facebook Upon reaching Zest’s fan page on Facebook the target audience will be prompted to “Like” Zest. After clicking “Like” the user will be asked to provide their email address and be sent a confirmation email. After completing this step the user will then be notified whenever there is an upcoming event as well as be able to receive special promotions only available to fans of Zest on Facebook.

  9. Billboards and Commercials Billboards Commercials Zest’s billboard ads will be simple but catchy ads, used to show Zest’s new image. Zest’s commercials will tie in to its billboard ads and play off the George Clooney’s fame in a funny way to gain recognition from both men and women.

  10. Promotions Events Sales These events will be held to promote new scents and types of Zest. There will be free giveaways and samples available for those that attend. Zest will use point of purchase ads and samples of new products in order to gain recognition as well as customer loyalty.

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