Brand: Goldspot

Category Analysis

Drivers

There are three major drivers to this constant increase in consumption:

Long Summers . Higher Disposable Income. Rise of Organized Retail.

RTD format is slowly picking up all across the nation- boosting soft drink sales. Product innovation in terms of health and taste is also influencing demand.

Fruit and Lime Carbonates

Lime and Fruity carbonate drinks have been strong performers in the category in the recent years. Considered to be healthier Major marketing push for these brands.

Opportunities

Growth opportunity for soft drinks in India sits on two planks:

Increasing demand led by higher disposable incomes , specially in urban areas. Increasing rural penetration will help the industry grow at around eleven percent for the next five years.

Segmentation

They adapt fast , and think agile.

They want to be a part of something, They search for belonging.

They are loyal. Once they endorse something, they dont part with it.

Targeting

Trend setters and followers

Positioning

Long Lasting, Unforgettable

Campaign Objective

Attention and Inform

Creative Strategy

Key Observation

Orange based carbonated drinks leave behind an orange tongue. People find this to be the element of fun while consuming orange drinks.

Campaign Idea: Ab Har Zuban Par

Ab Har Zubaan Par

Teaser

TVC

Story of a boy called Goldy, as normal as everyone but never accepted in any group because of his very normal tongue.

Print

The print advertisements release a fortnight after the TVCs. Goldy the character from TVC is part of these advertisement . The advertisement picks up from where the TVC left. Through a series of three advertisement , we establish how Goldys life has changed after his tongue became normal again . Three situations : His parents gifting him a car, He is out celebrating his 21th birthday with friends, He is now part of a football team.

Outdoor

Goldy with his LED lit orange tongue sticking out. Copy reads, Ab Har Zuban Par. We can have a huge Gold Spot bottle in selective places in various cities where we can distribute free glasses of gold Spot. And a person can only get a refill once they show their orange tongues!

Digital

A digital campaign called Golden Moments will be launched on social networks.

Basically, we will ask people to share their golden and cherished moments in order to build an instant connect with the brand. Apart from social networks, the TVC will run on Youtube as an advertisement before the video starts for almost a week. Our ads will also be put up on various websites, popular for attracting youth traffic.

Media Plan

Media Objective

Media Objective:

To build maximum awareness

Re-establish the connect with the existing brand name.

Media Strategy

Media Strategy: Target Audience : everybody whos had a history of soft drink consumption Decide to go with a 360 degree campaign Start out with a fifteen day teaser on television and outdoor. All major channels will be targeted. 15 Day outdoor installation to generate curiosity amongst the people. A day before the final unveil, we have a countdown building up to the unveil.

Media Strategy- Unveil

Fifteen days later, final unveil on all major channels. A countdown before the unveil is released.
Digital program goes alive after the TVC unveil. Targeted advertisements in various platforms, focus on increasing consumer engagement on social networking sites. A following print campaign be launched fifteen days after the TVC unveil which will cover 3 incidents in Goldys life after he starts drinking Gold Spot. 3 incidents- Each covered every week with a Full Spread Page in Times of India newspaper. Week 1- His acceptance in the football team

Week 2- He gets a car from his parents.

Week 3- His 21st birthday is a hit!