An Advertising campaign on bubble juice

• Main Authors: Ascalon, Jason P., Feliciano, Corinna V., Go, Rachelle C., Grey, Claudette G.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16765
• Institution: De La Salle University

As a newcomer in the competitive fruit juice industry, Pinnacle Commodities Manufacturing Corporation has introduced the first product to utilize carbonated ice with the dazzling new Bubble Juice. The campaign aims to inform at least 60% of A, B, and upper class C children about this unique fruit flavored juice fortified with Vitamin C that not only tastes great but offers fascinating smoking and bubbling effects. In line with this, the advertising materials convey the central theme of Bubble Juicer's unique position as the only ready-to-drink fruit juice that combines great taste, original flavors, Vitamin C nutrition and delightful c-ice effects to provide kids a cool and fun experience. The big idea is manifested by the presentation of Bubble Juice as much more than a drink - a unique, novelty experience children must try. Specifically, the advertising employs an emotional appeal through one child's fun experience with Bubble Juice during a day at the mall with his mother. This is intended to directly communicate to children the benefits of the novelty Bubble Juice experience while indirectly enticing parents to let their kids try it for their sheer enjoyment. Essentially, a campaign composed of a point-of-purchase video, jingle, television commercial, cinema ad and Pearl and Dean posters will maximize Bubble Juice's novelty concept, variety of flavors, smoking and bubbling effects, colorful packaging, attractive booth, young market and overall aesthetic value to create the fun, vibrant and delightful image for the product. Bubble Juice's consumer promise to offer the triple benefit of nutritional value, unique taste and dazzling c-ice effects that provide a cool and fun experience for kids more than any other drink is best captured by the campaign tagline- Coolin' with a Bubble of Fun . In line with the creative strategy, the media objective is to reach at least 60% of A, B, and upper C children, ages 5-10, at least nine times a week during their purchase cycle. The proposed media placements for television are based on their popularity and high exposure to the target market in relation to their media itineraries. This includes a healthy mix of day-time children shows and variety programs. The cinema ads are likewise aired during afternoon general patronage movie screenings that coincide with the recreational time of students. Videos and jingles to be played at the Bubble Juice booths themselves are situated to reach the market at these commercial areas at the accessible point of purchase. Finally, the ads are supported by Pearl and Dean posters, which aim to generate awareness and curiosity from the market while they stroll through the malls themselves. Advertising levels will be heavy during the peak Christmas months of December, maintain medium levels from January to March and heavily burst again during peak summer months of April and May.