Objective
As a new product with very distinct attributes that sets it apart from the competition, the objective to this campaign will be to increase brand awareness while emphasizing the benefits of Wind in relation to the competition.
The Target Audience
The consumers of Wind are aged 18-35, and have busy, active lifestyles. They are intelligent, cultured, environmentally conscious, internet savvy, and well-connected to the world around them. They are people who have many roles to play, including those of students, parents, professional go-getters, friends, and community members. The target audience has a desire to better themselves and the world around them, and are ambitiously driven to succeed at both. Their health is important to them, as is the health of the environment and those they care about. Predominantly non-conformist, they march to the beat of a different drum as much as possible, viewing the mainstream culture as shallow and unrefined. They have a great appreciation of art, philosophy, music, fashion, and literature, and work hard to stay ahead of anything overly trendy. Too smart to be fooled by traditional advertising, they tend to avoid anything overly saturated in commercialism, and make purchases based on a products merits as opposed to clever advertising.
The overall message behind the campaign is that Wind is a natural alternative to traditional energy drinks. Wind is unique in that it's not only naturally good for you, it's also better for the environment than other products in the category. By treating yourself better, you will be better able to change the world. By making smart choices in what you consume, you will make a difference. By fueling yourself with natural energy, you'll be armed and ready to fight for what you believe in. These points will all be demonstrated in the messaging of the campaign, appealing to the target audience while highlighting the key benefits of Wind, which include better health, better world, and better you. By combining the emotional appeal of making the world a better place by supporting a better you (naturally), and a rational appeal of the benefits of greener packaging and natural ingredients, the campaign will effectively appeal to right and left-brained thinking. The goal is to have it make sense to drink on all levels, emotionally and rationally, making it a good-for-you product that you can actually feel good about.
Support
Support for the product in this campaign will be easy to obtain. Being an all natural energy drink, produced in an environmentally sustainable facility, it will be able to achieve many certifications. For it's manufacturing practices, it will have the LEED certification from the US Green Building Council. It's sugar, honey, and fruit ingredients will be Fair Trade Certified and USDA Organic. It will also have the Green Seal certification for it's manufacturing process and it's biodegradable plastic package. These certifications will all serve to prove that Wind is dedicated to the providing the most responsible, sustainable product with the lowest negative impact on health and the environment. These points will not be a strong focus within the campaign, but mentioning them will certainly give credibility to the claims made in the advertising.
It will be important to mention that the drink contains caffeine. The amounts will be disclosed, unlike on other energy drinks, and the advertising will also be pointed towards adults, with the packaging listing the ingredients as well as a warning for children, those sensitive to caffeine, and pregnant women. In the creative executions, this will be mentioned in fine print in a place that is noticeable without taking away from the aesthetics of the ads.
This blog is intended for educational purposes only, and is not affiliated with or endorsed by PepsiCo in any way.
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