For an advertising class, a team of five students worked with the San Pellegrino brand to craft an advertising campaign complete with original targeted advertisements on multiple mediums. Attached is a presentation that was reviewed by the creative team at Ogilvy & Mather responsible for San Pellegrino.

1. Presented By Roots Media

3. Goals, Time Frame and
Budget
Marketing Goals
- Increase sales by 10%
Communication Goals
- 80% comprehension,
- 45% conviction
Time Frame
- January to December 2016
Budget
- $15 million

4. Competitor Analysis

5. Strengths
-Variety of flavors
-Owned by Nestle
-Thrive in the global marketplace
-Consumers index high in brand
loyalty
Weaknesses
-High price
-Awareness since reformulation in
2009 is almost nonexistent
-Only contains 13-18% real juice
Opportunities
-Health benefits compared to soda
-Expansion to more groceries
-Upscale sparkling beverages are
being consumed as an alternative
alcohol
Threats
-Cheaper competitors
-Increasing interest in sugar free drinks
-Worldwide droughts may create a
fruit shortage
SWOT Analysis

6. Research
Primary
- Qualtrics Survey
Secondary
- Simmons OneView
- -SRDS

7. Brand Value Proposition
Functional Benefits
-Provides consumers with a crisp, fruity experience with a taste that is unique to its product line.
-Compared to other carbonated water based beverages, water used by the Pellegrino brand
is enriched with the mineral sulfate
Emotional Benefits
-Consumers can be confident in making a purchase that will benefit them in the long run.
-San Pellegrino is often used as an alternative to alcoholic beverages, which provides our
consumers with a safe drink that they can trust if a selection without alcohol is desired.
Self-Expressive Benefits
-San Pellegrino is associated with a life of luxury and travel.
-San Pellegrino is an indicator of a life of affluence and ensures consumers that they are
choosing a product that fits their lifestyle.

8. Target Profile
Rachel
Age: 32
Chicago, IL
Nancy
Age: 26
Boston, MA
Kelly
Age: 40
Scarsdale, NY

9. Key Insight
Women in our target market want to be
perceived as distinguished and classy, yet
conscious of what they are consuming.

10. Campaign
Strategy
Problem: How do we get San Pellegrino into the minds of our
target consumers as a product that they can rely on and trust
will represent their lifestyles?
Our Promise: San Pellegrino is a drink that our consumers can
count on in flavor, versatility, health, and an association with a
lifestyle of affluence.

11. Big Idea
“How do you say ______ in Italian?”

12. Magazine Advertisements

13. Magazine Advertisements

14. Magazine Advertisements

15. Transit Advertisements

16. Transit Advertisements

17. Los Angeles

18. Boston,
Chicago,
New York City

19. Direct Mail

20. Online Video

21. Geographic Scope,
Reach and Frequency
-National
-Effective Reach: 80
-Effective Frequency: 5
Through our carefully selected media vehicles we want
80% of the target market to have an opportunity to
see the advertisements 5 times

22. Media Strategies and Vehicle choices
-Pulsing Strategy
-Magazines
Websites-

23. Media Budget
-10% of the budget is allocated
to Production and Web Ads
-9% dedicated to direct mail
-We expect to spend most of
the money on print and transit
ads especially in the months of
May, June, and July
-Of the $15 million Roots Media
was granted, we expect to
spend less than $14 million

24. Brand Activation
“Find Your Italy” “How do you say
___ in Italian?”

25. Evaluation
-Increase Sales by 10%,
-Comprehension by 80%,
-Conviction by 45%
-We predict that we will
be able to achieve these
objectives with
advertisements placed in
our carefully selected
media vehicles and our
brand activation
techniques.

26. We Thank You