Introduction_to_Advertising__Suntory®_C.C._Lemon

Background C.C. Lemon is a lemon-flavoured soft drinks produced by Suntory Holdings Limited (三得利) since 1994. Suntory is a Japanese company established in 1899. It first started its main business in wine beverages and then further developed to other drinks like Green tea, orange juice, soft drinks and others beverages products. There are different products lines sold in Japan, China, Taiwan and Hong Kong. C.C. Lemon has different sizes of packaging, for example, 330ml, 500ml and 1350ml. it tries to position itself as a healthy drink which contains rich amount of vitamin C and states that the product is good for customers’ health. It mentions that it contains 100mg vitamin C in a 500 ml bottle size C.C. Lemon which value’s equal to 70 lemons of vitamin C. Moreover, it is a daily need for a person. However, C.C. Lemon did not do a very good business in Hong Kong market. The brand and the product have way too low public awareness. Also, C.C. Lemon is definitely not an outstanding product since it cannot differentiate itself well from other soft drinks and healthy in the market. Besides, the product has very similar product name and even packaging to its competitors like C+. Customers can hardly distinguish C.C. Lemon and other competitors. Therefore, C.C. Lemon cannot be the top of mind brand in both categories and customer may find it so hard to recall the brand. Communication objective Therefore, three objectives are set to be achieved through this advertising plan. The first one is to announce the attributes of the product to the target customer; the second one is to arouse the awareness of the product to the target customer; and finally, to establish the brand recognition among competitors. Major selling idea C.C. Lemon is a healthy soft drink which can provide sufficient Vitamin C for you. It can be a substitute of other unhealthy soft drinks. The benefit of vitamin C will be told in our advertisement. Therefore, our positioning will be differentiating our product from other soft drinks without vitamin C. Besides, as soft drink is typically good sell in summer, we focus on the product attribute which is satisfying thirst of consumers in our advertising campaign. Our product provides refreshing mouth feel and tasty lemon favour for customers in a hot summer. Thus, customers can enjoy a refresh and healthy summer by drinking C.C. Lemon. Target audience The target audience is young adults who are between 18 and 29 years old and health-conscious. Since C.C. Lemon is a healthy soft drink, young adult is the proper target audience that they may consume soft drink frequently. Besides, they are active user of internet and social media. Thus, our advertising campaign will be promoted through those channels. Creative Strategy Statement Campaign theme The campaign slogan is ‘檸出SUN体驗’. The communication objectives will be achieved through the theme ‘檸出SUN体驗’ by using different appeal and techniques. It is a win-win situation. On one hand, we can hold a campaign for C.C.lemon in summer. On the other hand, the three communication objectives can be achieved along with the campaign. Appeal The campaign has both rational and emotional appeals. For the rational appeal, there is a lot of information of C.C lemon provided inside the campaign for example the ads, TVC, billboard etc. For the emotional appeal, the ads, TVC, billboard etc make good use of the sharp yellow colour which represents C.C lemon and the catchy slogan ‘檸出SUN体驗’ . Also, the slogan ‘檸出SUN体驗’ gives people the feeling of Summer holiday which sends out the message of ‘happiness’, ‘Sunshine’ and ‘Young’. Execution Techniques Advertising in either broadcasting media or print media Print ad Strategy Print Ad can provide detailed information of the brand or product. It plays both an informational and visual function. With an outstanding and talented design of the print ad, it can more effectively market its product to the audience. It also helps a brand to establish an image/attribute online and offline. Tactics The print ads of C.C lemon will be placed in famous magazines like Milk, 東 Touch, 新Monday, etc. The main reason these magazines are chosen is that they are widely read by different groups of people for example young adult, adult etc. It is one of the best ways to reach our targets. It arouses people awareness and also helps establish brand recognition. TVC Strategy TVC is a platform that consists of both visual and audio elements. TVC can widely cover a large umber of audience and impress audience by making good use of different visual and audio elements. Tactics The TVC will be placed in TVB which acts as a major media platform in Hong Kong and also has a large amount of audience. It will be broadcasted during prime time, as this period of time has large number of ratings. For a not well-known product – C.C. Lemon, TVC can be an important way to get people recognition. It can increase the awareness of the product. At the same time, it can establish brand recognition. Billboard Strategy Billboard is a huge advertisement which is so eye-catching. It can draw your attention much easier than those crown ads, poster etc. Tactics Placing an ad at billboard in MTR station, KMB station make the audience compulsively read the message conveyed. Also, there are a large number of audiences taking bus; MTR and walk pass the streets every day. Therefore, it reaches many audiences. Helium Balloon Strategy It is a new and innovative way to promote a brand in Hong Kong. Helium Balloon is stable, eye-catching and comparatively a funny way to present the brand. Using this new way can help C.C. Lemon to build up an image that it is a creative and innovative company, instead of a conservative one. Arouse awareness Tactics The helium balloon will float above one of the buildings near Victoria harbour. The helium balloon will be in lemon shape, yellow in colour and with the C.C lemon’s name printed on it. The innovative strategy can attract more attention. Internet and Interactive Media Facebook & Forum Strategy The social media such as Facebook and Forum is a popular media in Hong Kong. Furthermore it is an effective tool to create the Buzz, so it can create the awareness quickly. In the campaign, the social media will be used as assistant role that provides the support for the different promotional tools in the campaign. The purpose is enhancing the media impact via integrating the different promotional tools. Tactics Firstly the C.C. Lemon’s group page of Facebook will share the detailed information about the product and campaign. On the group page will show the company background and the product attributes, let audience get the comprehensive information of the brand. Furthermore issues the Fundraising information on the group page, let audience know that C.C. Lemon is the social responsible company that can build up the positive brand image to the audience. Secondly to supporting the “Flash mod” this is the event for the campaign: To upload the video on the famous video share platform - YouTube. Furthermore posting the video link and discuss it on the popular forum such as HK Discuss, HK Golden and Uwants to draw the audiences’ attention and noise. At the same time, they don’t know who the activity’s creator is. That can increase the audience’s curiosity as well as the attraction. Thirdly after generated the noise and publicity for the “Flash mod”, will post the video and information on the Facebook group page. Let the public know that the interesting activity is created by C.C. Lemon. This method can arouse the liking of public on the brand effectively. iPhone & Android Apps Strategy IPhone and Android mobile phone are the trendy and advance technology. Also they gain a very high market share in the mobile market. To gain greater awareness and increase the involvement of audience, C.C. Lemon will create the interesting games for the phone users. Tactics C.C. Lemon will create the phone games and people can download it for free. After downloaded the game onto their phone, they need to register the game account. The account is an important communication way. On the player side, they can get the reward of C.C. Lemon drink when they get the highest score every month. On the company side, they can deliver the latest activity information to the audience through accessing the audience’s information. Therefore it provides the mutual benefit to the two sides. Also, it is an effective and interactive communication platform. Public Relations/Publicity Flash mob Strategy Regarding on public relation, we suggest using the strategy of “Flash mob” (「快閃黨」)to draw people attention. A flash mob (or flash mob) is a group of people who gather suddenly in a public place, perform an unusual and sometimes seemingly pointless act for a brief time, and then quickly disperse, often for the purposes of entertainment and/or satire. Tactics To implement our idea, we will employ about 30 persons as a big group of people. They will perform “Flash mob” in some crowded district such as Mong Kok, Causeway Bay or Central etc. A big group of people who dress in yellow will suddenly appear and lift a huge lemon shape balloon together. They will run about 100 meters. Finally, they will get on a truck with the balloon to disperse. The truck is prepared in advance. We will finally notice the action to the public after a short period of time. The advantages of using this method to promote the product can draw people’s attention and create curiosity to the public as well as create noise in the society. Not only can impress the audiences but also can maximize the promotion effect. Because our staffs’ dress code and a lifted-lemon, people will remember the scene strongly. Because people will curious about the activity, they may search the information in the Internet. Sponsorship Strategy Sponsorship helps to increase the publicity. It is an effective way to gain the public attention and their further interest on a new brand. Also, it can build up a good image for the not well-known brand or product. Tactics C.C. Lemon will sponsor The Hong Kong Tour Beach Volleyball Competition. It can bring out the image C.C. Lemon can provide you enough nutrient and energy for the people. The audiences can get one free C.C Lemon by showing the ticket. Besides, the staff will be young adult and they will dress in bikini and swimming suit. It matches our campaign theme‘檸出SUN体驗’. Therefore, it helps increase awareness and creates a young, energetic and healthy image. Charity donation Strategy To strengthen brand image and build up brand recognition, charity donation is one of the effective and efficient way to show social responsibility and care to the society. It helps establish goodwill and alter any negative perspective among the public who considered CC Lemon as a money gaining oriented brand only. Tactic Concerning the strongest history recorded earthquake in Japan with a magnitude of 9.0, significant damage and casualties were reported. Suntory decided to organize a charity sell of CC Lemon. Every purchase of CC Lemon, either in bottle or can, at supermarkets or convenience stores on the coming two consecutive Saturdays and Sundays, fifty cents will be donated to Red Cross for charity purpose to assist recovery of Japan from earthquake. The initiatives of charity donation and sponsorship can contribute to a prosperous society and achieve corporate social responsibility. With efforts from business sector, a better society can be created.