Transcript
By: Erin Chappell, Jon Mabley, Jaden Heffering, Marc Thomas, Michelle Webb,
Shelby Jones and Tyler Forester.
Agenda1. Brand Foundation2. Brand Objective 3. Campaign Objective4. Demographic/Audience 5. Competitive Landscape 6. Brand Quadrant 7. Actions8. Benefit/Reward9. Branding
10. Insights 11. Positioning12. Big Idea/Concepts
Brand Foundation● ESKA began as a brand of Eaux Vives Water
Inc. in St. Mathieu, Québec, 2006
● Started distribution in 2008
● Distributes across Québec, Ontario, and other parts of Canada.
● Sources high quality, naturally purified water from the 8,000 year old Québec eskers
Brand Objectives
● Dominate Ontario’s premium-bottled water market
● Maintain price, integrity and image at all times without getting sucked into the abyss of value-priced waters
● Grow as a brand, but maintain identity as a pure, high quality and value based brand of water
● Inform consumers that Eska water is free of toxic elements
Campaign Objectives
● Increase overall brand awareness
● Increase retail sales over a 12-month period (2-5% increase in Canadian market share (English markets))
This Strategic/Ad Campaign has been designed to:
Demographic/AudienceWe are targeting individuals that are:
● Specifically 18+ in age
● Working & can afford to pay for premium water
● Ontario citizens that live in urban areas
● Active, busy & health conscious
● Wanting a fresh beverage that’s worth the cost
● Wanting to experience something different, tasteful & pure
● Active on social media
Competitive LandscapeIn 2015 the bottled water market grew modestly at 3% in volume and 2% in current value terms, becoming a $2.4 Billion market.
Trends
Canadians are shifting away from sugary, carbonated drinks and looking for a healthier alternative.
Although the demand for sparkling water is
increasing, still water is highly preferred.
Competitive LandscapeTop Competitors
Nestle Pure Life Glaceau Smart Water Fiji Water
Brand QuadrantQuality
Price
EskaSmart Water
Fiji
Nestle
DasaniAquafina
ActionsWe want consumers to…
• Buy Eska Products
• Interact with our Brand
• Trust our Brand
The Benefit / Reward
● Perfectly drinkable right from the source that nothing needs to be added or taken away.
● Eska water does not contain any added fluoride.
● Purchasing Eska water helps and supports the growth of a Canadian company as well as the economy.
Branding● Above everything we want our brand to be inspirational
and motivational.
● The ultimate goal is to adhere to every possible consumer's needs and really make an impact on those that are exposed to our messaging.
● Every single interaction with our brand/water should feel pure, real and exciting.
● We would achieve this by being extremely simple and clean in both messaging and overall design.
Insights● Fast Paced Lifestyles Increasing
● Health Trends are Starting to Grow
● Water Bottles are a Fashion Statement
● Since there’s a High Variety of Bottled Water,
People are More Specific
Positioning● For health conscious individuals, the ESKA Natural Spring Water is
the most pure, fresh, spring water amongst all other bottled waters.
○ We believe that consumers deserve the healthiest water straight from the source.
● ESKA digs a little deeper to find you the source of water that is most
beneficial to you.
Big Idea/Concepts
Relate to consumers on a more personal level through Eska Is ______.
Have consumers view our brand as a positive feeling or mood whenever they see us in stores or online.
Mobile Marketing
Search Marketing
Display Media
Leaderboard
Display Media
Big Box / Mobile Ad / Pop-Ups
Visual Content Marketing - Instagram
Visual Content Marketing - Gifs
Visual Content Marketing - Infographics
Video Marketing
Email Marketing
Social Media - Facebook
Introduction of #EskaIs______ to Facebook
Social Media - Facebook
#EskaIs Examples
Social Media - Twitter
Introduction of #EskaIs______ to Twitter
Social Media - Twitter
#EskaIs Examples
Blog ContentBlog Idea 1
Headline : Eska is the Thirst Quencher You Need
This blog would discuss:
● What Eska is● Why it quenches their thirst ● How it benefits the consumer● What makes it different from competitors● The different available products (with links)● Where the nearest location is to them
Suggested Type of Visual
Blog ContentBlog Idea 2
Headline : Eska is the Healthy Decision You’ve Been Waiting To Make
This blog would discuss:
● How Eska is great for you and your family ● How the filtration process works● How it can benefit your active lifestyle● The variety of products offered (with links)● Where the nearest location is to them
Suggested Type of Visual
Timeline/Plan/Execution CalendarProvides a “bird's eye view” on the amount of content eska will produce on social media.
Includes the date, time, and platform where social media content will take place.
Posts are scheduled strategically based on the optimal posting times for generating the most interaction with the target audience on each specific platform.
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