Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.

1. 1
Déjà-Brew.

2. EXECUTIVE SUMMARY
Eight O’Clock Coffee has been around as a
quality choice of coffee since 1919. However,
the brand is not as recognizable to younger
coffee drinkers. Royals Advertising has taken
on the challenge to bring back Eight O’Clock
Coffee in the minds of consumers.
OVERVIEW
Our campaign will effectively reach our tar-
get market, women ages 35-54, and second-
ary target market, woman ages 24-34. These
women have heard or seen Eight O’Clock
Coffee, but view it as a brand of the past.
Royal’s “DejaBrew” campaign will bring back
the brand while relating to our target market.
Our ads will be seen in magazines, online,
and out-of home.
1
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
2 AGENCY STRATEGY
3 HISTORY
4 ENVIRONMNETAL
5 COMPETITOR
6 SWOT ANALYSIS
7 OBJECTIVES AND BUDGET
9 RESEARCH
11 BRAND VALUE PROPOSITION
12 TARGET MARKET PROFILES
14 CAMPAIGN STRATGEGY
15 BIG IDEA
16 CREATIVE STRATEGY
17 EXECUTIONS
20 CREATIVE TESTING RESULTS
21 MEDIA OBJECTVIES&STRATEGY
22 MEDIA CHOICES
25 MEDIA SCHEDULE
26 MEDIA BUDGET
27 BRAND ACTIVATION
30 EVALUATION
32 CREATIVE BRIEF
33 PROFILES
35 END NOTES

3. 3
Baron
Reseach
Duke
Creative Brainstorm
Princess
Manufacture
Prince
Finalize
Queen
Implement
King
Critique
We’ve never seen a diamond in the flesh, but we know
good advertisements when we see them. Here at Roy-
als Advertising Company, we strive to make all of our
clients’ ads rule over their competition. We were found-
ed in 2002 by Lorde Barrington as a full-service agency
and ever since then, we’ve treated every customer as a
“Queen Bee”; making sure all their needs are met. Our
advertising plans are unique and create a different kind
of buzz in the industry. And everybody that knows us
knows, we’re fine with this, it gives our clients the edge.
We don’t embellish in all of the luxe that the big adver-
tising firms usually do because we care about keeping
our costs down for our customers while still providing
the best quality possible. Pleasing the customer runs in
our blood and with Royals Advertising Company, we’ll
let you live your fantasy.
2
for ideas that reign

4. HISTORY
In 1859, The Great Atlantic & Pacific Tea Company (A&P)
started selling their own brand of whole coffee beans. In 1919,
this brand became known as Eight O’Clock Coffee. The name
came from a survey that A&P did which revealed that most
Americans drank their coffee at 8 a.m. and 8 p.m. By 1930, the
brand became the most popular brand of coffee in the USA
and remained in that position until the 1950’s when A&P start-
ed closing many of their stores and began leaving the U.S. mar-
ket. In 2003 the brand started selling ground coffee, but at that
time the brand was in the process of changing ownership and
eventually ended up in the hands of Tata Global Beverages in
2006. In August of 2013, the Eight O’Clock Coffee rebranded
to resemble their initial “vintage” look.
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5. 5
ENVIROMENTAL ANALYSIS
TECHNOLOGICAL FORCES:
It is statistically proven that k-cups and single brewing coffee systems are on the rise which is no problem for Eight
O’ Clock Coffee. Even though the brand started in the mid 1900’s with just ground coffee and whole beans, it has
been evolving with the changing times and can accommodate all of the new styles and techniques people are using
to make their own coffee at home.
COMPETITIVE FORCES:
Eight O’ Clock Coffee’s main competitors are Folger’s and Maxwell House, but Eight O’ Clock has set itself apart
from the competition with its unique selling propositions. Eight O’ Clock Coffee a traditional and old-fashioned
brand that has become a household name passed down through generations. They have multiple different forms,
flavors, and packages for their coffee and support the Dress for Success Campaign, helping them gain a competitive
advantage over other coffees targeted to people in the professional world.
ECONOMIC FORCES:
Consumers are looking to purchase a brand of coffee that makes them feel thrifty and financially savvy yet isn’t so
inexpensive that the quality and taste appear to be dissatisfactory. Eight O’ Clock Coffee distributes their products
at convenient locations around the country including Walmart, Wegman’s, Price Chopper, Winn Dixie and tons of
others and overall strives to be the best quality coffee for the most reasonable price.
SOCIOCULTURAL FORCES:
Eight O’ Clock Coffee is ethical; in fact it is a huge part in the Dress for Success Campaign. Dress for Success is an
international not-for-profit organization that promotes the economic independence of disadvantaged women by
providing professional attire, a network of support and the career development tools to help women thrive in work
and in life. Since starting operations in 1997, Dress for Success has expanded to more than 120 cities in 15 countries.
To date, Dress for Success has helped more than 650,000 women work towards self-sufficiency partially due to the
assistance and support Eight O’ Clock gives the campaign.
4

6. COMPETITOR ANALYSIS
GREEN MOUNTAIN
Strengths: Green Mountain has
captured the green niche market. It
is the top brand for socially respon-
sible coffee in terms of fair trade.
Weaknesses: People pay for this so-
cial responsibility and green coffee
with a higher price tag. They are
less widely known and distributed.
MAXWELL HOUSE
Strengths: Maxwell House has also
done a great job in branding them-
selves to stay on the top of people’s
minds. They also have a classic slo-
gan that people identify with.
Weaknesses: Maxwell House is far
less present in online searches for
coffee products. They are also lower
in quality.
FOLGERS
Strengths: Folgers is the leader
in ground coffee. Their biggest
strength is in how they use inte-
grated marketing communications.
With a catchy slogan and jingle,
they have expanded the brand into
mobile apps and created a commu-
nity feel.
Weaknesses: Folgers is a lower qual-
ity coffee than Eight O’Clock.
5

7. 7
SWOT ANALYSIS
STRENGTHS
• “America’s original gourmet coffee” 3rd largest
seller in the USA.
• Acclaimed to be best tasting in its original coffee
by consumer reports, (best taste for best price)
beating brands like Folger, Maxwell, and Star-
bucks.
• Many different types of coffee - variety of roasts
and media (ground, whole bean, k-cups.)
• Suits different consumer type “beginning, explo-
ration, expression”
WEAKNESS
• Doesn’t have an instant coffee.
• Eight O’clock Coffee brand is not big in interna-
tional market.
• Not many coupons available to consumer - they
are hard to find if not specifically searched online.
THREATS
• Good Earth and Green Mountain coffee due to its
environmentally friendly approach
• People choosing healthy drinks over coffee.
• Juan Valdez brand (a colombian coffee brand) since
colombian coffee is Eight O’Clock Coffee’s best
seller.
• Bad harvest in Colombia is making prices rise.
• Starbucks, Folgers, Maxwell all have higher brand
recognition
OPPORTUNITIES
• K- cups - only four of its flavors are offered for
keurig.
• “Good for you, good for the environment.”
• Open coffee shops or be main provider to coffee
shops.
• Sell other types of coffee related merchandise ,
“machines, mugs, ect”
6

8. OBJECTIVES AND BUDGET
Marketing and Advertising Objectives:
This campaign will increase sales of Eight O’Clock ground coffee by 8% while
raising awareness of the product and our product line. We will target the work-
ing woman aged 35-54 with messages aimed at increasing awareness to 85% and
comprehension to 75%. Royals Advertising Company will reach 75% of our pri-
mary target audience with an effective frequency of 5.
7
Budget Summary:
Royals Advertising was given $11 million to work with.
Time Frame:
This campaign will run for a year starting in September 2014 and end-
ing in August 2015. We will implement a pulsing strategy, focusing
advertising in the fall and winter months and lightening up advertising
as we head into spring and summer.
Research objectives:
1. Identify what brand of coffee our target drinks and gauge their aware-
ness of Eight O’Clock
2. Identify what type of coffee (ground, whole bean, k-cups) they drink.
3. Identify what factors go into the purchasing decisions.

9. 9
BUDGET (CONT’D)
MEDIA DOLLARS
MEDIA PERCENTAGES
8

10. RESEARCH
PRIMARY RESEARCH:
In order to get the clearest
sense of our primary target, each
member of Royals Advertising con-
ducted research by handing out sur-
veys to coffee drinkers in various lo-
cations such as the Triphammer Mall,
Wegman’s, and the Ithaca Commons
close to Starbucks. We also used an
online survey to increase the number
of our responses and thus have more
data available for analysis. In the end,
we had 109 responses from people
aged 16-78. The mode was 19 with a
mean of 36.7 and median of 34. Of all
the responses, 39 fell within our pri-
mary target audience of 35-54 and 60
responses fell within 22-54, capturing
our secondary target audience.
We first isolated the responses
in the target market to interpret this
data. From this, we determined that
71.8% of these people had heard of
Eight O’Clock, but only 15.4% con-
sume it.
One person said they used to
before k-cups, which became a very
significant response as about 43.5% of
our respondents said they preferred
k-cups.
This tells us that although
awareness of the brand name with-
in our target was rather high, this
does not translate well to total brand
awareness. Essentially, people have
heard the name, but they do not know
that k-cups or flavor varieties exist.
What is also interesting is that of the
15.4% that say they consume Eight
O’Clock themselves, 85.7% say that
their family members also consume
Eight O’Clock. (We included the in-
dividual who said they used to drink
Eight O’Clock but switched to k-cups
recently in this calculation.) We also
looked at the break down of age and
marital status - most of them were
married women with kids between
the ages of 40 and 52.
This was not surprising be-
cause this reinforces that consumer
behavior concept that women do the
shopping for the household. It also
reinforced who our target audience is
as a “super mom.”
The next step we took was in
analyzing the data that included our
secondary target. Total awareness
dropped to about 58.3%, as expected
due to the open ended responses as a
whole. When we looked at these, we
noted that many people talked about
the age of the brand. This was espe-
cially prevalent in respondents over 55
saying that they remembered old A&P
stores or their parents grinding the
beans in the morning. On the whole,
our secondary audience does not
add anything that stands out. 38.1%
use k-cups and 33.3% enjoy flavored
coffee. Altogether, this suggests that
k-cups are still very popular, but our
younger demographic really like pre
made coffee from Dunkin or Star-
bucks.
In the end, our primary research
was most useful for the members of
Royals to have firsthand experience
with who our target was. It also point-
ed us in the “vintage” direction that
eventually led to our big idea.
9

11. 11
SECONDARY RESEARCH:
We started with secondary research to narrow our focus for what would lat-
er become our primary research. For our secondary research, Royals Advertising
audited all of the data available from MRI by placing any data with an index over
100 into a spreadsheet. With 339 entries available, we organized the data by the
highest index to the lowest. We first looked at that top 20 entries, 14 of which were
magazines. This showed us that this is one of the most valuable media to advertise
in. The type of magazine also started to give us background interests that we could
infer the type of people they represented. This was reinforced later through our
primary research.
As we walked down the list into the top 50 results, we continued to see a lot
of special interest magazines such as Yoga Journal, All You, and Runner’s World,
Natural Health, Garden Design, and Baby Talk. Many of these magazines fall into
similar categories that reflect a woman that is devoted to her health, her interests,
and her family. We also paid special attention to their income and location within
the United States, regionally and what size of county. From here, we gathered that
our primary target audience consisted of the professional super-mom.
They make a lot of money and they enjoy taking care of the home in a me-
dium sized city or suburb - they like the city, but they want to give their children
the best environment to grow up in. With an age range of 35-54, women are ei-
ther preparing to start a family now that they are financially secure, or they have
children that are a bit older. However, they are still above average in the index in
children ages 2-5 and 6-11. Again, they do not live in major metropolitan areas,
but they live close to big cities mostly in the South, but also in the Northeast and
Midwest. This gave us the notion to target our advertising and brand activations
towards Atlanta, NYC, Boston, Chicago, and Minneapolis-St. Paul.
10

12. BRAND VALUE PROPOSITION
FUNCTIONAL: Eight O’Clock coffee delivers high quality coffee that tastes good and will
kickstart the day for a low price. It’s a coffee that gives the consumer options; you can pur-
chase it as a whole bean, ground coffee with or without flavors, and as k-cups.
EMOTIONAL: Drinking a rich tasting coffee in their preferred medium that doesn’t
break the bank is the best way to start the morning. Eight O’Clock is one of the things from
the past that is still fun and relevant in the present. Women can feel good about their tasty
coffee and feel like they are integrating a vintage gem into their modern lives.
SELF-EXPRESSIVE: Women who drink Eight O’Clock are do-it-alls that take care
of the home, the family, and themselves. They need a coffee that is as sophisticated as
they are. Balance is their favorite word. Whether it refers to their busy schedule, or a
particular yoga pose, or work and play, these women are fearless, fun, and hard work-
ing.
11

13. 13
TARGET MARKET
PROFILES
PRIMARY:
MEET LINDA.!
She is a 39-year-old, married mother of 2 living in
Woodbury, NY. She is a Bank Manager and her hus-
band, Matthew, works as a lawyer. Her two children,
Jeffrey and Nicole, are ages 9 and 11 respectively.
Linda wakes up early every weekday to make sure
her kids (and husband) get off to school and work
on time. In order for her day to start off on the right
foot, she pops in an Eight O’Clock K-Cup into her
Keurig to make sure that she gets her coffee and still
has time to prepare the rest of the family for their
day. Eight O’Clock coffee is a vital part of her day
and gives her the energy she needs to balance her
work day and her family functions. She constantly
finds herself running from her job at the bank to
her children’s activities which include dancing and
soccer.
MEET MATILDA!
Matilda is a 51-year-old woman that balances her job research-
ing genetics at a medium sized university just outside of Atlanta
with taking care of her two kids aged 12 and 17. Her husband
teaches graduate students web programming at the same uni-
versity. Together, they take their kids hiking at Sweetwater
Creek State Park. He takes photographs and she paints what
they see. When she isn’t with her kids or at work, she recently
just got certified to be a yoga instructor at a locally based gym.
Matilda is an intelligent, hard working free-spirit that would
do anything for her family which manifests itself by purchasing
nutritious foods without breaking a budget – she loves finding
quality $12 bottles of wine and strong coffee.
12

14. TARGET MARKET
PROFILES
MEET ERIN!
Erin is 25 years old and just finished earning her masters degree in
Business Administration at Villanova University. She is working a
full-time starting position at a Minneapolis office close to her very
first apartment 30 minutes outside of the city where she lives all
on her own. On the weekends she likes to wake up early and do
zumba and sometimes, she even drives to the country club where
she supports her family’s horse in races with her fianceé Christo-
pher. Erin wants a coffee that will help her keep up with the fast
pace of the city and fuel her independence as well as make her
have enough energy to start up her own family in a couple of years.
And, because she is buying groceries on her own for the first time,
Erin is ready to commit her brand loyalty to a brand of coffee that
does just that.
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SECONDARY:

15. 15
CAMPAIGN STRATEGY
CHALLENGE: Our challenge is that many professional women in
our target market are not aware of Eight O’Clock Coffee as an option
when purchasing their coffee. We need to create wider recognition for
the brand in order for consumers to consider Eight O’Clock as they pur-
chase coffee.
KEY INSIGHT: In our research we found that coffee consumers in
our target market are not very brand loyal to other brands but choose
others over Eight O’Clock because they didn’t know about it. We found
that they people that do know about Eight O’Clock coffee view it as an
old brand and were surprised to know it is still sold.
SOLUTION: As a result we would like to appeal to this vintage feel
and nostalgia associated with the brand and bring Eight O’Clock coffee
back into professional women’s homes as their quality choice of coffee
that they can depend on to get them through their daily grind.
14

16. Our Big Idea “DejaBrew” captures the vintage essence Eight O’Clock Coffee has
while reminding consumers of a quality coffee brand that’s been around before.
BIG IDEA
Déjà-Brew.
15

17. 17
CREATIVE STRATEGY
Our research has brought us to the conclusion that people in our target market purchase their coffee
based on quality, price, and form that works with the brewing technologies they have at home. Surpris-
ingly we discovered that not many people have brand loyalty for one particular brand of coffee which is
why we needed to do research on Eight O’ Clock and its unique selling propositions and a way to adver-
tise them in a way that would build brand awareness, ultimately increasing the sales of the product itself.
We decided to focus on the tradition and long history of Eight O’ Clock and show that some things just
keep on getting better with time. Déjà Brew.
ART DIRECTION
In order to clearly and efficiently portray the idea of “Déjà Brew”, our advertisements will use of variety of
colors, fonts, and images in a nontraditional and comparative way. To stand out from all other advertise-
ments of its kind, Eight O’ Clock Coffee will use the steam of a coffee cup to show incredible past experi-
ences and use the present scene to show those same experiences but in the present day. Using black and
white images in the smoke and colorful images in the scene will show a contrast and make the images
both “pop out” of the page. On the bottom of the advertisement will be a red banner with “Déjà Brew”
written in white to be seen as clearly as possible and the product will be sitting on top of this banner in
the bottom right hand corner. Red is used so heavily in this advertisement because red is the signature
color of Eight O’ Clock and is one aspect of the brand image that is recognizable.
COPYWRITING
On each one of our advertisements, our slogan “Déjà Brew” is written in white script on a red banner.
We chose this particular color and font because we thought that it represented quality, class, and respect
and that, unlike Eight O’ Clock’s competitors, it is fancy and elegant and representative of the brand as a
whole. The body copy of the advertisements was also carefully designed to stand out less than the slogan
and the brand name, but still remain enticing to read and encourages people to take the time to learn
more about the product itself. We chose its color and font to remain consistent with the image of Eight O’
Clock and make it easy and clear to read.
16

18. 17
PRINT ADS

19. 1918
TRANSIT AD
INTERNET AD METROCARD AD

20. 19 The steam subsides.
*Fade Up* (Boogy Swing by Parov
Stelar is playing)
A woman has just made a cup of
steaming Eight O’Clock Coffee.
The shot cuts to the steam
coming out of the Coffee
Within the steam, an image of
the woman appears giving a
presentation with her cowork-
ers as her audience.
(Still in the steam) The presen-
tation goes on with the audience
looking interested and animated.
(Still in the steam) The woman
finishes the presentation and the
audience gives her a standing
round of applause.
(Still in the steam) The shot cuts to
a profile shot of the woman look-
ing happy and triumphant after
giving an incredible presentation.
The image of the woman fades
into the steam. The Eight O’Clock Coffee logo
appears within the steam.
The woman picks up the cup
of coffee and walks out of the
shot.
The woman appears in front of the
presentation room, similar to the
one she previously gave. (The one
within the steam.)
The Eight O’Clock Coffee Bag
appears with the Slogan Deja Brew
across the screen.
Female Voiceover: “Eight O’Clock
Coffee, Deja Brew.”
STORYBOARD

21. 21
CREATIVE TESTING RESULTS
Overall, the majority of the responses to our ads were positive. The aesthetically pleas-
ing image of our ads drew people in and made them want to look at them for a while. In
the first few moments of looking at our ads, many of the people we tested were slightly
confused. However, after reading the text on the ads and thinking about it for a mo-
ment, they had an “Aha!” moment and understood the ad. Our ads really seemed to res-
onate with the people and they seemed interested in learning more about Eight O’Clock
Coffee and having that Déjà Brew moment.
QUOTES FROM PARTICIPANTS
“I think its really good and I understand the slogan. I like the placement of the call to action at the bottom.”
“I really like the colors and the font.”
“I can see this being a real advertisement.”
“I have never heard of Eight O’ Clock Coffee before, but I am excited to buy a red bag of my own.”
“This is so different from any coffee ads I have seen before. Folgers and Maxwell House have nothing this creative.”
“Absolutely brilliant. Deja Brew is really grwoing on me.”
20

22. 21
MEDIA OBJECTIVES
TARGET MARKET: Our primary target for
this campaign is women 35-54. These women
are essentially “super moms” that work full
time, take care of the family, and take care
of themselves. Professional, intelligent, hard
working, and balanced describe them best.
GEOGRAPHIC SCOPE: This campaign is na-
tional in nature, using the Internet and maga-
zines that are available across the country.
MESSAGE WEIGHT: While some of our
media choices are nationally focused, we are
adding extra weight to the north east, the
south, and the Midwest. These three regions
have a particularly strong audience and each
have large cities that house a high number of
people in our target market.
REACH AND FREQUENCY: In this cam-
paign, we will reach 75% of our target audience
at least 5 times.
CONTINUITY: We will use a pulsing technique
for this campaign. Coffee sales increase in the
cooler months and therefore we will have more
advertisements during the end of the fourth
quarter and the beginning of the first quarter. We
will also utilize couponing during the holiday
season.
MEDIA STRATEGY
Magazine Ads will be full page
Our video will air on television and Youtube
On the internet, we will use a medium rectange
Transit ads are taxi toppers and standard sized
side ads.

23. 2322
MEDIA CHOICES: PRINT
Southern living: Part of our emphasis is reaching southern customers.
This magazine reaches the homeowner woman that wants to embrace
traditional southern comfort.
Handy: Some of the most popular media choices reflect wom-
en who like to do Do-It-Yourself home projects. They like
gardening, decorating, and improving the house.
Chicago Tribune Magazine: Again, this helps target our Midwest audience.
It also targets women that don’t necessarily live in Chicago who perhaps are
commuters.
New York Magazine: Same concept as the Chicago tribune, but with
an even larger reach and that is focused on the North Eastern part of
the United States.
Yoga Journal: His particular magazine also ranked very high
in popularity. It is a reflection of the women that take care of
themselves and are looking for a higher quality life.

24. 23
MEDIA CHOICES: INTERNET & TRANSIT
MTA: This allows us to reach commuters in our primary audience plus
our secondary audience that visits the city.
YouTube: There’s something for just about everyone on
YouTube. We chose to target how-to videos to regain our
customers. In addition, we have our own YouTube chan-
nel where we can put brand activation videos up and
links back to our website.
About.com: Many people use About.com to get infor-
mation fast. This especially applies to the professional
women target market.
The L: Midwestern focus with Integrated Mar-
keting Communications synergy.
taxi toppers Boston: Northeastern focus with
Integrated Marketing Communications synergy.
NOLA streetcar and bus: Targets our
southern audience plus tourists and
is one of the cleanest and most effi-
cient bus systems in the United States.
Echoes the quality of Eight O’Clock.
iVillage.com: This targets the younger side of our primary demograph-
ic as well as women in our secondary. Many of these women are young
moms that need energy and a good deal of information for their growing
families.

25. 25
MEDIA CHOICES: TELEVISION
1. AMC: Specifically during the show Madmen. Eight
O’Clock previously worked with them and it also works in
our favor because it is a very hot, recent show that is set with-
in our prime time period which is something we are trying to
refresh and revive.
2. Oxygen: Their programming matches our target market’s interests.
Moreover, this selection shows in syndication appeal to our secondary
target.
3. Good Morning America: Many professional women watch Good
Morning America as their getting ready for work in the morning. By
advertising on this show we are almost guarenteeing that we’re hitting a
good portion of our target market.
24

26. 25
MEDIA SCHEDULE

27. 27
MEDIA BUDGET
26

28. BRAND ACTIVATION
1.) Dress for Success Campaign
a. Objective: Associate our brand with helping professional women while promoting brand im
age and increasing brand awareness.
b. Eight O’Clock Coffee will sponsor Dress for Success events by providing coffee and funds. The
event will be geared towards raising money to help dress women for jobs and interviews.
Attendees of the event will be encouraged to show pictures of what they wore when they first
entered the job market, playing on the Déjà Brew theme. We will create videos and spots for their
events as well as run a social media campaign on Twitter, Facebook and YouTube. This will also
help Eight O’Clock Coffee’s social responsibility. We will be hosting an event in New York City in Septem
ber, Atlanta in December, Minneapolis in April and Chicago in August.
27
2.) Klout
a. Objective: Target influencers in the coffee drinker target market which will in
turn talk about Eight O’Clock coffee on social media
b. An Eight O’Clock coffee Klout perk will be created and target the people who
are identified as “coffee” influencers on Klout. The perk will consist of a “get a free
bag of Eight O’clock coffee coupon” and then a second “$1.00 off” coupon so that
customers can try the coffee again and achieve the “Déjà Brew” status. The receiv-
er then would be encouraged to share the perk on social media with the hashtag
#DejaBrew.

29. 29
3.) Free-Standing Insert
a. Objective: Reach our cost sensitive couponing target market with an insert in their local
newspapers.
b. A freestanding insert will be placed in the newspapers of many of the big cities in the Northeast,
South, and Midwest. This insert will have a coupon and demonstrate many of the different types of
coffee (ground, whole beans, K-cups) that Eight O’Clock coffee has to offer. These ads will be placed
around holidays and the colder months.
BRAND ACTIVATION
4.) Taxi Take-Over
a. Objective: Provide a unique way for Eight O’Clock coffee to grab media attention in the big city
while promoting positive brand image and brand awareness.
b. Eight O’Clock coffee will sponsor a cab for a week that will be covered in red and the Eight
O’Clock coffee logo. This cab will offer free Eight O’Clock coffee to those climbing aboard and will
give the unsuspecting riders free rides to their destination. During the ride a camera will catch the
riders reactions as they relax in the enhanced car that features a TV constantly running Eight
O’Clock coffee commercials. The riders will be encouraged to tweet using the hashtag #8OClock
Cab and share their experiences.
28

30. 29
BRAND ACTIVATION CALENDER

31. 3130
EVALUATION

32. Awareness
Comprehension
EVALUATION
31

33. 33
CreativeBrief
HistoricalBackground:In1859,TheGreatAtlantic&PacificTeaCompany(A&P)started
sellingtheirownbrandofwholecoffeebeans.In1919,thisbrandbecameknownasEight
O’ClockCoffee.ThenamecamefromasurveythatA&Pdidwhichrevealedthatmost
Americansdranktheircoffeeat8a.m.and8p.m.By1930,thebrandbecamethemost
popularbrandofcoffeeintheUSAandremainedinthatpositionuntilthe1950’swhen
A&PstartedclosingmanyoftheirstoresandbeganleavingtheU.S.market.In2003
thebrandstartedsellinggroundcoffee,butatthattimethebrandwasintheprocessof
changingownershipandeventuallyendedupinthehandsofTataGlobalBeveragesin
2006.
Goals:Marketingobjective:ThiscampaignwillincreasesalesofEightO’ClockCoffeeby
8%
Advertisingobjective:Forwomenages35-54,RoyalsAdvertisingwillseean85%
comprehensionanda75%conviction.Wewillalsohaveaneffectivereachof75%andan
effectivefrequencyof5.
TimeFrame:ThiswillbeayearlongcampaignstartinginSeptember2014andendingin
August2015
Targetmarket:Ourprimarytargetmarketiswomenaged35-54withasecondaryaudience
ofabout22-34.Thesearewomenwhodoitall;theyliveinmid-sizedsuburbs,gotowork
duringtheday,buttakecareofthehouse,thefamily,andthemselveswiththerestoftheir
time.Theyemphasizetheimportanceofeducationandvalue.Fromgymmembershipsto
winetovacations,thesewomenstrivetogetthehighestqualityforthebestprice.
Advertisingproblem:EightO’Clockcoffeehastwomainissueswithinourtargetmarket.
Thefirstisageneralawarenessproblem.Thebrandreallyfellfromitspedestalinthe1950’s
andhasn’texactlyrecoveredyet.Thesecondissueisthatthepeoplewhoareawareofthe
coffeeoftenperceiveittobeofalowerqualitythanwhatitactuallyis.
Wewillsolvethisproblembypositioningtheproductasahighqualitycoffeethat
professionalwomeninouragegroupdrink.Wewillalsoattempttolinkthebrandtoits
successfulyearsinthe1930’sand1940’s.
Underlyingemotionalneed:EightO’Clockisahighqualitycoffeethatcomesatalowprice.
Forourtargetmarket,itistheperfectgroundcoffeethattastesgreatwithoutthrowingoff
theirthriftynature.Moreover,ithasacertainvintagechic.Thesewomenareuptodateon
style;theyknowthatthelatesttrendsareamoderntwiston1950sand1960sfashionand
EightO’Clockisthesameway.
Competition:Folgers,MaxwellHouseandGreenMountain.
32
forideasthatreign

34. MEET OUR TEAM!
Lorna Doone (Lauren Denecke) is a sophomore
Integrated Marketing Communications major with
a minor in Still Photography and Honors at Ithaca
College. She is from Pennsylvania, about 40 min-
utes Northwest of Philadelphia. Next fall, she hopes
to combine her love of photography and advertis-
ing to intern in Provence, France where she will be
studying abroad.
North Dakota Jones (Kyle James) is a soph-
omore Integrated Marketing Communica-
tions major with minors in Sport Studies,
Economics and Honors. He is from Massil-
lon, Ohio, the “City of Champions”. When
not spending his time obsessing over Eight
O’Clock Coffee, North Dakota enjoys do-
ing work within the two organizations he is
President of: Athlete Ally and IABC.
33
North Dakota’s
“deja brew” is vin-
tage sweaters.
Lorne Doone’s “deja
brew” is her old film
camera!

35. 35
Big Meg (Megan Cackett) is a soph-
omore Integrated Marketing Com-
munications major also majoring in
Economics. She is from in a suburb
outside of Rochester New York. In the
Summer she will be interning at an In-
tegrated Marketing Communications
firm, Dixon and Schwabl, in Rochester. Kit Kat (Katie Grudens) is a sophomore Integrated Mar-
keting and Communications major with minors in Deaf
Studies and Writing. She is from Huntington Station,
Long Island and grew up in a household where coffee
was a crucial part of her family’s daily routine. She is
hoping to studying abroad in London next spring and
pursue her passion in both advertising and traveling.
Queen P (Pamela Arbelaez) is a sophomore Inte-
grated Marketing and Communications major with
a minor in psychology. She resides in Baldwin, Long
Island but, being born in Colombia, coffee played an
essential part of her childhood. She hopes to enter the
field of research analytics in marketing after graduat-
ing from Ithaca College. She plans to study abroad in
Australia next semester and wait to meet kangaroos.
Big Meg’s “deja brew” is
collecting records!
Kit Kat’s “deja brew” is tea
time with her grandma!
Queen P’s “deja brew” is
using typewriters!
34

36. END NOTES
ABCD Counties. (n.d.). Investopedia. Retrieved December 2, 2013, from http://www.investopedia.com/terms/a/
abcd-counties.asp
Eight O’ Clock Coffee History. (n.d.). Story. Retrieved December 2, 2013, from http://www.eightoclock.com/
eight-o-clock-coffee-history
Flexible Spending Account. (n.d.). Welcome to Costco Wholesale. Retrieved December 2, 2013, from http://
www.costco.com
Maxwell House. (n.d.). Maxwell House Drops of Good. Retrieved December 2, 2013, from http://www.maxwell-
housecoffee.com
Walmart.com: Save money. Live better.. (n.d.). Walmart.com. Retrieved December 1, 2013, from http://www.
walmart.com
Wegmans. (n.d.). Wegmans. Retrieved December 2, 2013, from http://www.wegmans.com/webapp/wcs/stores/
servlet/HomepageView?storeId=10052&catalogId=10002&langId=-1&clear=true
35

37. 37
for ideas that reign