PAIGE.PORTER MORGAN.CROCKETT ERIN.STAY DANAAN.

CLARKE

BLUE LINE ADVERTISING

TABLE OF CONTENTS

Executive Summary Situation Analysis Advertising Plan Strategy Strategy Statement Creative Plan Media Plan Integrated Marketing Communication

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pg. 4

EXECUTIVE SUMMARY

This campaign is specifically targeted towards college-aged young adults who frequently find themselves in awkward dating situations. From our research, we found that they want to be respected by their peers and feel a sense of belonging. PEZ will offer our target market a relief from the moments in their lives that detract from their social needs. Other research showed that embarrassing situations are most frequently encountered while dating. It also showed that PEZ is viewed as being light, fun, and happy. Having a PEZ dispenser during those awkward moments would have lightened the atmosphere and diffused the situation. A large portion of our target market goes to school and works part time. They get relief from the daily grind by participating in social events, mostly dating. Movie theaters, restaurants, and bowling alleys are hot spots for dates. With our creative media plan, PEZ will be the topic of conversation for those dates. After the implementation of our advertising campaign, sales will increase and brand awareness will increase in our target market.

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SITUATION ANALYSIS

Category and Brand Background

PEZ is a confectionary company that originated in Austria in 1927. It gets its name from the German word, Pfefferminz, meaning peppermint as which it was originally marketed. The mints were first contained in small tins, in which later PEZ manufactured dispensers that were similar to the shape of cigarette lighters. World War II slowed production, but after which PEZ started placing characters as the head of the dispenser, which is now used today.

Brand Evaluation
PEZ is well known for its dispenser, which comes in a variety of characters and has become a popular collectable. PEZ can be found in a variety of stores ranging from mass distributors to exclusive candy stores. PEZ also hosts many conventions, in which collectors from all over come to participate, trade, and auction for special PEZ collectables. PEZ candy comes in a variety of flavors including cola flavored to sour green apple. The wide variety is able to appeal to more people. PEZs price ranges from $1.25 to $3.00 but collectors sets can range from $20-$30. Collectors are more willing to pay higher prices for rare PEZ dispensers, and the highest verifiable sale of PEZ is $7000 for a Mickey Mouse softhead dispenser. The majority of consumers has at least heard of PEZ and has

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bought PEZ. Most people buy PEZ for the dispensers rather the candy. They view PEZ as a figure from their childhood.

Statement of the Problem

PEZ is a figment from the past. Many people view it as something that isnt as much used today as it was years ago. PEZ does not have any current advertising that is being used to promote its product, thus PEZ is becoming a forgotten product. Based on our research, many did not enjoy the flavor of PEZ and agreed that they usually do not buy PEZ for themselves.

SWOT Analysis
Strengths:
PEZ provides a unique candy experience with its unique dispenser that comes in many different characters. PEZ has developed a name for itself over the years and has managed to have a lasting impression on its consumers. PEZ is simple to use, provides entertainment, and an easy snack, all in one.

Weaknesses:

According to our research, we have found that PEZ is no longer accepted as a current trend. Many people have forgotten about PEZ and dont know where to find it. Many have said that it was just a childhood item and that the only time they would buy PEZ would be if someone gave it to them. Also, many complained that they did not enjoy the taste of PEZ candy.

Opportunities:

PEZ is unique compared to its competition. Its dispenser stands for itself and gives the satisfaction of a quick snack as well as a keepsake. It is fun, cheap, and easy to use.

Threats:

The candy market is large and very competitive. Major brands of candy are well known for their advertising, which pushes PEZ into the background. The appeal of other candies with their unique style of advertising gives PEZ a disadvantage, considering PEZs lack of advertising and energy to place themselves above other products.

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ADVERTISING PLAN

Advertising Objectives

Increase sales and awareness of PEZ dispensers and the PEZ brand. Rebuild the PEZ brand image to attract young adults. Help young adults use PEZ to make light of their awkward social experiences

Target Audience Analysis

Our goal is to increase the sales of PEZ dispensers and to increase awareness of the PEZ brand. In our campaign, we would like to rebuild the PEZ brand image to attract young adults.

Demographics

Our target market ranges from ages 18 to 24. Because of the general affordability of PEZ, we are targeting all income brackets. We feel that PEZ will be most appealing to witty and unique individuals of both genders.

Psychographics

Most individuals in the target market are students with part-time jobs. They wake up around 8 According to surveys, the target market values friendships and family relationships. They are most concerned with school, dating and finding careers. The target market is interested in pop culture. Many recall figures and characters from their childhood such as Tweety Bird, Yoda, Superman

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and Cinderella. They enjoy watching movies at the theater as well as at home on the couch. When going on a date, our target market would enjoy popping in a flick and cuddling on the couch. They are interested in fun dates that are easy on the pocket. They enjoy fun activities such as sporting events, bowling and concerts. Our target market appreciates keeping it cool. They are concerned with saying the wrong thing at the wrong time and horrible first dates. They want to avoid awkward and stressful situations that make them feel unaccepted. The target market sees PEZ as a way to build friendly relationships. They remember receiving a PEZ in their stockings every Christmas and in their baskets every Easter. If they were to go to the store to buy a PEZ, they would most likely be purchasing it as a gift for their frie nd. A PEZ would generate a few laughs and memories, bringing a group closer together. Individuals in the target market dont feel that PEZ is strictly for children. They feel that PEZ is more of a nostalgic item that people in their age group would most likely appreciate. If they were to describe PEZ with one word they would say, nostalgic, fun, quirky, and awesome. If PEZ went to their high school, they think PEZ would associate with the band or the drama club. The target market enjoys shows such as The Hills, Modern Family and The Office and they rock out to music by Lady Gaga, The Shins, Imogen Heap and Lil Wayne on their iPods.

Product Usage

Our target market uses products and brands such as Apple, Gap, MAC cosmetics, TOMS shoes, Coca-Cola and Facebook. They buy most of their clothes at the mall and eat mostly out of the home at fast food restaurants and cheaper sit-down restaurants. They are attracted to products that have humorous eye-catching advertisements.

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Lifestyles

Our target market includes older teenagers who are going to school at a college or university, working part time, and dating frequently. The following is a day in the life of Shayla, a girl in our target market. Shayla wakes up to her idock playing Jay-Zs Young Forever and hits the snooze without opening her eyes. She immediately falls back to sleep, praying silently that the power will go out. It doesnt. The speakers blare ten minutes later and shes up for good. She staggers to the shower but doesnt have time to wash her hair. She throws it up in a ponytail as she puts on her favorite T-shirt that she bought at a concert 3 months ago. She applies a little makeup, some primer and eye liner, and then pours herself some marshmallow mateys for breakfast. She grabs her cute purple backpack and walks to campus, just 5 minutes away. She snacks on swedish fish from her purse as she takes notes on her macbook. She has a break at noon and eats a 6 inch sub from Subway, where she almost forgets to use her subway point card. She goes back to class, and at 3:30 she heads back to her apartment. She sees a cute boy from her apartment complex, but looks away when their eyes meet. She turns just a little red and smiles to herself. She gets home and checks her facebook, watches a few links of youtube videos, and reads her moms blog. At 6 o clock she skims through her reading assignment thats due tomorrow, but she gets a text from a friend and heads over to her place to talk about the blind date her friend went on last night. So awkward! At 8 o clock they watch the office and make some brownies and eat half of the pan. Theyre both feeling bored, so they pull out Scattergories and play a few rounds. After awhile, Shaylas friend announces that

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she has a 10 page research paper due the next morning and hasnt started on it, so they call it a night. Shayla returns to her apartment and watches some old episodes of Friends on DVD until she falls asleep on the couch. At 2 AM she wakes up with a kink in her neck, turns off the TV, and crawls into her own bed.

Geographics

Our target market lives on or near college campuses around the United States. Some live in basement apartments, but most live in complexes that house men and women.

Competitive Summary and SWOT

Summary of Direct Competitors
PEZ is unique because it doesnt really have any direct competitors. There are no other candy dispensers that are also collectibles.

Summary of Indirect Competitors

Chupa Chups, Mars Candy Co, Gumball Machines

Brand Image and Personality

Brand image of PEZ is primarily happy memories with other people. Sharing pez at holidays or for special occasions. They are also seen as collectibles, although not worth a whole lot of money. They are collected for fun, and not as an investment.

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STRATEGY

Research Findings

PEZ has more of a negative connotation regarding the product personality (nerdy, boring, studious) People told that they would feel more comfortable having a PEZ in class than any other social situation Movies and dating are a large part of our target markets life Most said that when they run out of PEZ, they either lose it or put it on a shelf Our target market fears saying the wrong thing at the wrong time, and often encounters bad first dates. (or can relate to them well) PEZ is more often received/given as a gift then purchased for you personally Our target market enjoys PEZ because the dispensers are well liked, and it reminds them of their childhood Our target market enjoys eating candy, but likes to portray it as controlled eating Although PEZ reminds them of childhood, most do not see PEZ as strictly a candy for children Target market spends money when have a good day and bad day.

Key Insights

Social interactions are important Members of our target market often encounter socially awkward situations Values--- Sense of belonging, warm relationships, self-confidence

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Support
PEZ has been positioned in our target markets mind to either a) be outdated or b) primarily for children. Because of this positioning we believe that by taking PEZ and portraying it as a device to easily diffuse awkward situations that our target market fears, they will begin to see PEZ as more than a childrens toy. It will become something that they can carry with them to bring humor into the stresses of life. Its a simple candy/toy that mostly everyone is familiar with and will accept in a situation, but a large part of our target market would not specifically go to the store to get a PEZ.

I like PEZ because...

It reminds me of my childhood it tastes good

I collect them

Its portable

the dispensers are pretty sweet

others buy it for me

FUN
SUG AR
AWKW A RD

RE

TR

Y LL SI

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Strategy Statement

STRATEGY STATEMENT

For young adults who fall victim to lifes awkward and stressful situations, PEZ lightens the mood.

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CREATIVE PLAN
Creative Strategy
Our creative strategy is targeted to the awkward moments that couples encounter while dating. Our target market is worried about feeling accepted, and a bad date was found to be detrimental to a young persons social status. Our ads will show our target market that having a PEZ dispenser makes dating easier.

Tone of Advertisements
Ad #1: Vintage Date Night Magazine Because our research points to the fact that our target market often encounters awkward situations and seeks for ways to be relieved from them, we decided to use this ad to portray a common dating situation where one person has done something that makes the other uncomfortable. In line with our strategy we used PEZ as an outlet for situations similar to this by creating humor from a well-known awkward situation. We wanted to make the design appealing to our target market but also avoid a childishfeel.

Ad #2: Sweaty Hands Magazine This ad introduces another common awkward situation for our target market holding hands. We wanted to potray a couple holding hands despite all of the awkwardness that can surface. We placed PEZ in the pocket of the guy because its usually the guy who tries to initiate the first hand-holding. But, because he had a PEZ and most likely shared it with her, the situation was diffused or produced a little humor instead of stress.

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Ad #3: Blind Date Television This advertisement has the same warm feel as the print ads. The ad includes upbeat music and bright colors. A boy skips up to a front door with a PEZ in his hand. He knocks on the door, feeling confident and excitedly nervous. The door opens to a noticeably taller girl, whose smile turns into an awkward face and the music is quickly changed to the SFX of crickets chirping. The boy doesnt know what to do because he was expecting someone around his height, but then remembers his PEZ and pulls it out and offers her one. They both smile and the upbeat music is played once again, and we see the girl with her arm around the boys arm as they walk away. This again displays the ability to take any awkward situation and with PEZ, create either relief or humorous attitude.

Ad #4: Awkward Armrest This will be a short message written on the armrests at movie theaters. The messages will help couples come together and make a fun, happy evening out of a potentially awkward first date.

Ad#5: Napkin Dispenser These ads will be wraps that are put on napkin dispensers, and, similar to the armrest ads, will feature short messages that encourage daters to lighten up and enjoy the moment they have together because of PEZ helping them along. Ad#6: Bowling Nightmare We will display text on the bowling alley floor, portraying our strategy statement, such as the following example: It turns out she wasnt the one who needed the bumpers. We will change the sayings for each lane, that way enabling curiosity for our target market to continue to read the sayings and to learn more about the product. It helps relieve the awkward tension of a date by letting the guy know it is okay if she beats him in bowling and with a PEZ, he can lighten up.

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pg. 19

Alternate Ad 3

Alternate Ad 2

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. ad e ah Get r. e os cl t n e o D tm n le et i g he . t ay w

Alternate Ad 3

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Title: Blind Date

Commercial Spot #193

DESCRIPTION A boy walks up to door, with a PEZ behind his back and knocks on the door.

AUDIO Im a Believer by Smash Mouth plays

A girl answers, about a whole foot taller than him and gives him a surprised, and embarrassed look.

After it says, When I saw her face... Music cuts out moment of silence, crickets chirp.

Camera zooms to his shocked face, and slowly removes the PEZ from behind his back and offers it to the girl.

When he pulls out the PEZ, and her face lightens, the beat picks back up and Im a believer line comes in and the song plays until the end of the commercial.

The moment her eyes catch the PEZ, her expression considerably lightens and a wide smile spreads on her face.

They walk out together, with her arm around his shoulder, both smiling, with PEZ in hand.

Commercial Broadcast

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MEDIA PLAN

Media Strategies
In order to most effectively distribute our budget we have decided to use the following media vehicles: Magazines: Seventeen InStyle Sports Illustrated Television: ESPN prime access (restaurant rush) FOX primetime (Glee, American Idol) NBC primetime (The Office, Community) Online: Hulu YouTube Facebook page Pandora Alternate Ads: Bowling Alleys Movie Theaters Local Fast Food Restaurants (i.e. Sammys, J-Dawgs, Dennys

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Budget Summary

Budget
based on a 12 week campaign

3.1 5 1 0.5

Television Magazines Online Alternate Ads Promotion

0.4
*values are in millions

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MARKETING

INTEGRATED

COMMUNICATION

At a pa rticipati ng thea ter nea you, co r uples w ill rece ive free novelty PEZ wit h the p urchase movie tickets of on Frid ay nigh Theate ts.* rs will be host ing boo and even ths ts that will sure up any ly liven date. *See th eater

for date s

Its PEZ night at the movies! On select Friday nights, couples at participating theaters will receive free novelty PEZ with the purchase of tickets. Participating theaters will host booths and events targeted towards couples on dates. Our promotion is aimed to encourage young adults to have fun on dates and gives them a common interest of PEZ. This plan will increase brand awareness and possibly lighten the mood of several dates.

Date N

ight at

the Mo vies...

Get clo

se. Eve

ry cou

ple rec

eives n

ovelty PE

Z.

ht Date Nigs ie at the mov

We will advertise the events on college campuses around the country. Examples of media placement include campus bus stops and sidewalk ad boards.

le Every coup Get close.

velty PEZ. receives no

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We will access student mailing information and send promotional postcards out. The ads will encourage couples to reserve an upcoming Friday night for a fun date night at the movies.

Our promotion includes a PEZ photo booth where couples can get their pictures taken with their PEZ dispensers. Photo booths are light, fun, easy to use, and will give them a tangible photo that they can take with them.

Dates will leave the theater with new PEZ dispensers in hand and some souvenirs to remember the fun night. The PEZ will have alleviated any awkwardness, allowing the dates to get closer and have a good time.

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