NMDL Final Presentation: Crystal Light

New Media Drivers License: Final PresentationBy Rachael Chavez

Brand Background

• Launched in 1982• Parent company: Kraft Foods Inc.• Product: low-calorie powdered

beverage mix• 7 product lines; 40 unique flavors• Sold in the U.S. and Canada

Current Challenges & Opportunities

Threats• Many other

substitutes; refreshment beverage market is large and competitive

Opportunities• Increasing growth in

refreshment beverage market

• Use of social and digital media marketing

• Innovation and new uses for product

Digital Media Strategy Proposal

Goals & Objectives• Increase profits for Crystal

Light and Kraft Foods Inc. by 3% in one year

• Become the No. 1 preferred beverage mixer for 50 percent of women between the ages of 21 and 35.

• Develop a full digital media strategy to promote Crystal Light Mocktails, targeted toward young women

Kraft’s Mission Statement

“To meet consumer needs and to make food an easier, healthier, more enjoyable part of life.”Values

1. Innovation2. Quality3. Safety4. Respect5. Integrity6. Openness

1. Foundation of Social Media Efforts: Blogging

• Content written by Social Media and Communications departments at Kraft

• Create engaging content– Drink recipes (non-alcoholic and

alcoholic)– Food recipes using other Kraft products– Easy and effective exercises– Healthy living content

2. Social Media Platforms: Twitter, Facebook, Google+, Pinterest

Twitter• Promote using hashtags:

#CLMocktails, #CrystalLight

• Interact with followers• Prizes for retweets, new

followers

Facebook• Promote new blog posts• Offer freebies and coupons• Utilize Timeline feature by

adding a fun, visually appealing cover photo

Google+ Pinterest• Pin photos of:• Mocktail products• Female celebrities

endorsing Mocktails• Drink recipes with link

to blog

• Promote new blog posts•Schedule hangouts with female celebrities endorsing Mocktail drinks•Schedule hangouts with female fitness trainers to answer questions and share workout tips

3. Internet Marketing: Google AdWords

• Increase CTR and PPC• Sample ad copy for search words:

“low-calorie alcoholic drink”Low Calorie CocktailsCrystal Light Mocktails = 5 caloriesAvailable in three tasty flavorshttp://www.kraftbrands.com/crystallight/

Pages/default.aspx#/mocktails

4. Mobile Marketing: Mobile Game App

• Integrate current marketing efforts into a mobile app

• Current strategy: ‘Mocktails’ game• Objective: correctly answer questions

about Mocktail flavors to win coupons

• App will be free and available for Android, iPhone and iPad

Metrics for Evaluation• Track Insights on Facebook • Use Google Analytics to track visits

to blog and company site• Record increases in Facebook fans

and Twitter followers each month and chart growth

Budget & Timeline

Project Budget• Total Alloted: $30,000

– Google AdWords: $5,000

– Mobile App: $15,000– Coupons: $2,000– Labor: $8,000(salary increases for staff

developing social media content)

Campaign Schedule

• Launch nationwide in May 2012

• Heavy promotional efforts during summer months

• Less promotional efforts toward colder weather climates during winter months