International Delight: CoffeeHouse Inspirations Skinny

This case study describes a campaign to create awareness and trial for the International Delight Coffee House Inspirations Skinny beverage among a target audience of health-conscious North American women interested in lifestyle topics.

International Delight: CoffeeHouse Inspirations Skinny

BUSINESS OBJECTIVE

To create awareness and trial for new International Delight CoffeeHouse Inspirations Skinny

MARKETING STRATEGY AND BIG IDEA

Marketing Strategy: Extend brand reach across multiple platforms (TV, Print, Digital) to build awareness among the target audience of health-conscious females interested in lifestyle topics (entertainment, fashion, food)

Big Idea: Measure and optimize the brand impact and brand-building effectiveness of the digital campaign to maximize user awareness and effective media spend

CAMPAIGN DEVELOPMENT AND EXECUTION

Creative:

TV: :05stags were added to existing :30s cable spots, which supported the core CoffeeHouse Inspirations line, to help generate awareness...

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