Business Problem
The Ready-To-Drink cold brew category is currently dominated by few coffee brands. 75% of the category is owned by Starbucks, Stok, and International Delight. These brands are globally recognized and have a vast distribution. Bizzy owns ~1% of the category. Bizzy asked us to attract Gen Z and take market share from larger brands while poking fun at them to become a challenger brand.
BIZZY COLD BREW CAMPAIGN
The Powerhouse
Ella grew up in a suburb outside of the Twin Cities. She attended school at The University of Minnesota, where she got a degree in Interior Design. She lives with her twin sister in an apartment in St. Paul and works at a firm close enough for her to walk or take the bus. Ella and her sister are incredibly close, sharing the same friend group and working the same job. Ella is a new professional determined to put her best foot forward in every aspect of life. She enjoys a clean, put-together outfit for work and a trendy, stylish outfit on the weekends and after work. She likes to maximize her time between work, social life, and personal time, preferring not to miss out when it comes to her friends and fun. She likes when her life feels put together and as a new professional in her field, she thinks this is one of the best ways to feel confident.
5:15 AM
5:30 AM
6:30 AM
6:45 AM
7:00 AM
7:45 AM
8:00 AM
12:00 PM
12:30 PM
5:00 PM
6:00 PM
7:00 PM
7:30 PM
9:30 PM
WAKE UP
WORK OUT
SHOWER
MAKE BREAKFAST
HAIR, MAKEUP, CHANGE
LEAVE FOR WORK
WORK
LUNCH BREAK
RESUME WORK
GO HOME
MAKE DINNER
CHANGE AND GET READY
DRINKS WITH FRIENDS
SLEEP
A DAY IN THE LIFE
Be The “It-Girl”
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We want people to feel like Bizzy is the most efficient way to consume caffeine.
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People care about the status coffee gives them more than the coffee itself.
From our research, we found that over half (57%) of survey respondents buy Starbucks Cold Brew over other brands. However, people listed caffeine as one of the top factors when buying cold brew. Starbucks is not the most caffeinated but, it is the most popular and recognizable wherever you go.
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People want a coffee that will help them play the part, not just look it.
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You can't be a badass if you're running on E.
We felt inspired by our target audience and her drive to become the "It Girl." She's the kind of girl that strives to have her shit together and be the best version of herself that she can be. She works hard to be successful in her career, she takes time to focus on herself, she carefully curates her closet, and she never misses on an opportunity to have a good time. But having so many ambitions comes at a cost and that cost is often fatigue, resulting in the need to cut out aspects of her day she rather wouldn't. Our consumer deserves a coffee brand that will help her get through her day, accomplish all she wants to accomplish, and still come out feeling on top.
Taking all of this into consideration, we have carefully and creatively devised the theme for our campaign...
Media Objective
Increase website traffic by 10%
Strategy
Strategy
Connect with young professionals in places where they are practicing their ambitions
Test three platforms by using provocative campaigns disrupting the audience's current perceptions of different media platforms
Tactic:
Tactic:
Tactic:
Tactic:
Tactic:
Print ad at Lifetime Gyms in Chicago, Milwaukee, & Minneapolis
Print ad on local transportation in Chicago, Milwaukee, & Minneapolis
Video ad on TikTok
Video ad on Hulu streaming service
Ad on multiple podcasts
Ad Placement
These three cities will help reach a broad audience. Each of these cities has a high population of Gen Z and is home to many postgraduate, new professionals. They are also close to Bizzy's headquarters, giving the brand a niche, local feel.
Chicago, IL
Twin Cities, MN
Milwaukee, WI
Larger sized city. Population: ~2.7 million
Medium sized city. Population: ~700,000
Smaller sized city. Population: ~500,000
Media Plan
Budget Plan
Total Impressions: 17,181,940
.5% of people who view the ad convert.
Total Conversions: 85,909 x $6/bottle
= $515,458 | 2X ROI
