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Tom Brinton Pace Summary

Tom Brinton Pace Summary

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Published by Tom Brinton

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Published by: Tom Brinton on Jul 31, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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Tom Brinton
 Account Planner Comms 432, Winter 2012 Pace Salsa
 
The Assignment
Our assignment was to create a campaign for  Pace Salsa to increase brand trial and useamong Generation X and Y. We would useboth traditional and digital media tocommunicate a message that was aimed specifically at this target, whilst retaining thebrand personality that Pace has worked hard to build for decades. Our challenge was tointroduce this audience to this bold,Southwestern product.* *  My specific contributions to this project included filming a 3-hour ethnography,holding a focus group, compiling data and using our qualitative and quantitative resultsto develop a clear strategy.
 
The Research
Our first step was to filman ethnography with Dawna Nye, a brand loyalist in our target demographic. Later, we got some of her friends together for a “friendship group” where we gained  further insight into their perceptions of Paceand other salsas. Using activities like a picture sort, bubble captions, and  positioning statements helped us narrowdown our qualitative research. As we went back over the film and shared the insightswith the rest of the class, we were able todevelop a strategy that we believed would resonate with the target audience.
 
"I like the brand I've got.""Indifferent.""Looks good, I'll get it if it'son sale."

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