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...