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PHASE II PRESENTATION YUBAN

PHASE II PRESENTATION YUBAN. amanda. lauren. elaine. jeff. lily. YUBAN PHASE II. 8.7.2007. AGENDA. WHAT’S THE BIG IDEA WHO WE ARE HOW WE WORK WHY YB. Strategy Recap. Brand & Packaging Considerations. Online College City In-store. Conclusion & Future Insights.

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PHASE II PRESENTATION YUBAN

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  1. PHASE II PRESENTATION YUBAN

  2. amanda lauren elaine jeff lily YUBAN PHASE II 8.7.2007

  3. AGENDA WHAT’S THE BIG IDEA WHO WE ARE HOW WE WORK WHY YB Strategy Recap Brand & Packaging Considerations OnlineCollegeCity In-store Conclusion & Future Insights

  4. What’s the big idea? Strategy Recap

  5. It’s e a s i e r to be g r e e n than you t h i n k.

  6. US COFFEE MARKET ANALYSIS WHAT IS MISSING? Ground Coffee for Gen-Y I Inexpensive AND Green SUSTAINABILITY OVERVIEW WHAT IS MISSING? THE BIG IDEA Value in CertificationsI Visible & Tangible Impact TARGET ANALYSIS WHAT IS NEEDED? CREATIVE STRATEGY simplicity

  7. manifest.

  8. introducing the yb campaign.

  9. OBJECTIVE ACTIONABLE Our objective is to generate Yuban awareness.

  10. MARKETING & COMMUNICATION GOAL GENERATE AWARENESS INNER-DIALOGUE CONSUMPTION HABITS EXTERNAL DISCUSSION YUBAN SALES

  11. OBJECTIVE Campaign Description Drive Awareness Short-Term Sales Brand Advocacy ANNOYING CATCHY CLEVER COMPLEX CREATIVE EXTREME FLASHY FUNNY GLAMOROUS HAPPY HONEST INSPIRATIONAL MEANINGFUL ORDINARY OVERWHELMING RELAXING TRITE Think Dove Real Beauty Campaign

  12. yb campaign

  13. Who we are. Brand & Packaging Considerations

  14. PACKAGING BROWN LIME GREEN CAN BAG Bland Just Coffee Ordinary Youthful Fun Energy Our Parents Old Industrial Modern Recyclable Fun

  15. PACKAGING

  16. PARTNERSHIPS BRAND ASSOCIATIONS DRIVE CONSUMERS TO STORE TOOL FOR BREWING COFFEE PROMOTION OF PRODUCTS SIMPLE & MODERN BOTH PRODUCTS SOLD AT TARGET

  17. How we work. Online Presence

  18. WEBSITE

  19. WEBSITE YUBAN - ORDER YUBAN PRODUCT AND MR. COFFEE BREWERS - CHOOSE WHERE YOU WANT YOUR PROCEEDS TO GO - HOW-TO-BREW - ABOUT US (360 BRIEF TONE) SIMPLICITY - TIP OF THE DAY GREEN - INTERACTIVE CALCULATOR (COST SAVINGS & DAILY IMPACT) - DOWNLOADABLE CHECKLISTS (ROOM, DAILY LIFE, FOOD, TRANSPORTATION) THOUGHT - VIEW COLLEGE TOUR VIDEOS THROUGH YOUTUBE

  20. YOUTUBE FRONTPAGE TAKEOVER ONLINE

  21. we bought this ad so you could think about something else. yuban.

  22. we bought this ad so other advertisers won’t pester you. yuban.

  23. don’t worry about clicking this. yuban.

  24. CONTEXTUAL TARGETING ONLINE Budget Travel: East Coast & Midwest: Entertainment/Gossip: Social Networks:

  25. CONTEXTUAL TARGETING ONLINE Nightlife: Apartment & Job Search: Environmentalism: Sports:

  26. ONLINE we bought this ad space so that you could think about something else. yuban.

  27. How we work. College Tour

  28. YB COLLEGE TOUR: 1 week at 8 US colleges COLLEGE TOUR U. of Michigan Penn State U. Mass U. of Maryland U. of Georgia U. of Texas U. of Colorado UC Berkeley

  29. COLLEGE TOUR YB COLLEGE TOUR: Tactics - School newspaper mystery package - Facebook Flyers - Thought Bubbles - Yuban Stand - Free coffee all week (no cups) - Yuban insulated mug give away - “Overwhelming” green screen

  30. yb overwhelmed?Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. NEWSPAPER KIT COLLEGE TOUR

  31. SCHOOL SPECIFIC FACEBOOK BANNER COLLEGE TOUR

  32. CAMPUS THOUGHT BUBBLES COLLEGE TOUR

  33. y boverwhelmed?u n p l u g* yb.com y boverwhelmed?t u r n o f f* yb.com y boverwhelmed?w a l k* yb.com y boverwhelmed?r e u s e* yb.com y boverwhelmed?t h i n k* yb.com THOUGHT BUBBLES y b overwhelmed?d r i v e l e s s*yb.com

  34. y b overwhelmed? BOOTH DESIGN COLLEGE TOUR

  35. INSULATED MUG GIVE AWAY COLLEGE TOUR

  36. GREEN SCREEN COLLEGE TOUR

  37. GREEN SCREEN COLLEGE TOUR

  38. GREEN SCREEN COLLEGE TOUR

  39. y bintermission

  40. How we work. City Tour

  41. CITY TOUR YB CITY TOUR Denver Boston New York Atlanta San Francisco

  42. PUBLIC TRANSIT ADVERTISING CITY TOUR RATIONALE - Our generation will go home and find out what Yuban is - Our generation is curious and will ask others what it is - Success demonstrated with Windorphins campaign - Can be used as billboard advertising - It is simple, refreshing, and breaks the clutter we bought this ad so you could think about something else. yuban.

  43. CITY TOUR

  44. CITY TOUR

  45. CITY TOUR

  46. How we work. In-Store Tactics

  47. IN STORE y boverwhelmed?walk more* *it’s easier to be green than you think.find out more. www.yb.com OTHER MESSAGING go natural* use less water* drive less* unplug*

  48. IN STORE y boverwhelmed?use less water* *it’s easier to be green than you think.find out more.www.yb.com

  49. y bpredictable?try somethingn e w. It’s my favorite brand,but is itg r e e n? What I buy doesn’teffect the Earth,d o e s i t? I dare you to trysomethingd i f f e r e n t. y b reckless?consumeresponsibly. What doess u s t a i n a b i l i t ymeanto me?

  50. Why yb. Conclusions & Future Insights

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