3. PAGE 1
EXECUTIVE SUMMARY
The purpose of this report is to analyze the internal and external environment of Ice
Breakers Cool Blasts in order to develop objectives and tactics to increase awareness,
Situation Analysis
better engage with
millennials who are the primary target market. The campaign will capitalize upon findings
that millennials aspire to better manage their time, achieve their goals, and have
meaningful experiences. With the familiar and market-dominant Ice Breakers brand name,
Cool Blasts will leverage the loyal customer base that the mother brand already holds.
Target Market
The initial target market for this marketing program is young millennials from the ages of
18-24. Based on primary and secondary research findings, the target m
Few Chews -34. Ages 25-34 are the second leading users of breath
fresheners behind 18-24. With similar behavior and aspiration insights based on both
groups, the target market was extended to attain a higher and more strategic messaging
reach.
The Marketing Program
of Ice Breakers Cool Blasts. The marketing plan was informed by the following positioning
statement:
-34.
This innovative product is uniquely positioned in the breath freshening product category
because it provides a novel consumption experience, long lasting fresh breath results
Objectives and tactics were designed to better engage and drive trial for Ice Breakers Cool
Blasts within the target market. The following are main
campaign.
Target Market: 18-34
Innovative sampling at top millennial populated cities nation wide
Paid Advertising includes Instagram, Out of Home, Online, and sponsorships
Distribution channels include grocery stores and convenience stores
Humorous, light-hearted advertisements, videos, and social media posts will engage the
target market by attracting their attention and encouraging them to interact with the brand
4. PAGE 2
online and share Ice Breakers content with friends. By creating content of this nature, Ice
Breakers Cool Blasts will successfully attain increased awareness, trial, and interest.
AN ICEBREAKERS INTRODUCTION
While gum usage has declined over time, sales of breath fresheners and mints continue
Breakers, a brand which is owned by The Hershey Company, released Ice Breakers Cool
Blasts in reaction to these declining gum sales. The company also capitalized on
(2015-2016 American Marketing Association Collegiate Case Competition, 2015, p. 3).
Released in April 2015, Cool Blasts are an innovative new product that does not fit into any
preexisting breath freshening categories. The product contains the same cooling crystals
that are widely recognized in other Ice Breakers products yet have a chewy texture and
dissolve in just a few chews, resulting in fresh breath in seconds. Due to the innovative
nature of the product, it is important that customers understand the unique value that Cool
Blasts provide. With the implementation of effective marketing, Ice Breakers can increase
interest, awareness, and trial of this new product.
The report that follows provides a situation analysis paired with both primary and
secondary research that was used to develop the
ed report includes: a SWOT analysis, primary research, the
a media platform plan,
budgeting, and metrics.
SITUATION ANALYSIS
The following situational analysis describes aspects of both the internal and
external environment that Ice Breakers Cool Blasts are present within. Included is a SWOT
analysis followed by evaluation of the following external environment aspects: economic,
legal and political, sociocultural, and technology.
SWOT ANALYSIS: INTERNAL STRENGTHS
Leadership Position
As of 2014, The Hershey Company is currently the largest player in the United States
Confectionary segment with 39.4% market share. In respect to the breath freshener mint
category, The Hershey Company also exceeded its competitors by 10% in market share as
of December 2014 (MarketLine Advantage, 2015). This identifies that The Hershey
Company has a prominent and successful market position in relation to its competitors
that be leveraged when introducing new products. The Hershey Company was also ranked
5. PAGE 3
among the leading global companies which allows for a reputation advantage when
introducing new products into the market (MarketLine Advantage 2015).
Marketplace Dominance: Candy, Mint, Gum
According to the 2015 -2016 American Marketing Association Collegiate Case
Competition, Hershey has also led CMG sales in 2015 (2015, p. 8). Also in 2015, Hershey
led the mint market with 40% of the market share. This statistic indicated that the Ice
Breakers brand is a favorable brand considering sales were double that of the second
largest mint producer (2015-2016 American Marketing Association Collegiate Case
Competition, 2015, p.6). This market share advantage suspects that the likelihood of
brand success will continue.
Cooling Crystals
Ice Breakers Cool Blasts contain the cooling crystals that are widely recognized as effective
breath fresheners. The cooling crystals are unique to the Ice Breakers brand and are
already part of the current brand positioning (2015-2016 American Marketing Association
Collegiate Case Competition, 2015, p.3). Consumers affiliate the cooling crystals with the
desired results of fresh breath. Within the primary research, respondents initially
associated Ice Breakers Cool Blasts with these cooling crystals.
SWOT ANALYSIS: INTERNAL WEAKNESSES
Weak Presence of Instagram
Ice Breakers has a Facebook page but the brand does not have an active Instagram page.
Research done by Nielsen found that out of 400 Instagram campaigns, 97% had a
statistically signific
of Instagram presence is a weakness because the brand is missing out on a beneficial
platform for increasing brand awareness.
Initial Marketing Miscommunication
Ice Breakers Cool Blasts, a hybrid of mint and gum, are the first product of their kind to
enter the Candy, Gum, and Mint marketplace (2015-2016 American Marketing Association
Collegiate Case Competition, 2015, p. 12). From primary research, respondents expressed
confusion about what the Ice Breaker Cool Blasts are which may have led to dissatisfaction
toward the product. Marketing efforts have not been as effective as they could be in terms
of communicating what the product actually is and its benefits.
Packaging Difficulty
Primary research respondents stated that they look for breath fresheners that elicit as little
effort as possible. During in depth interviews, respondents had struggled with opening the
packaging and feared dropping Cool Blasts on the ground.
6. PAGE 4
Reputation Conflicting
In September of 2015, a lawsuit was filed against The Hershey Company over the
allegations of using child labor to harvest cocoa beans in West Africa. Ironically, The
Hershey Company is a huge proponent of bettering the lives of disadvantaged youth
through The Milton Hershey School. This lawsuit has been thought to be detrimental to the
reputation of The Hershey Company and their high standards for youth around the world
(Rosenthal, 2015).
SWOT ANALYSIS: EXTERNAL OPPORTUNITIES
Innovation
According to Mintel Academic, 50% of breath freshener purchasers say that innovation is
needed in the breath freshener category (Mintel Academic, 2015). This indicates that
consumers will be open to new product launches in the CMG marketplace.
Usage of Co-Branding
Studies have shown that there has been a significant increase in sales percentages
for brands that have merged their marketing efforts with other brands. In January of 2014,
-branded their Juicy Fruit sugarless gum with Starburst fruit chew flavors.
Within half of a year, the candy flavored gum earned an estimated $18.5 million in sales
(Mintel Academic, 2015). The co-branding effort was created in response to declining Juicy
Fruit sales (6.9%) and increasing Starburst sales (13%) during the year of 2014 (Mintel
Academic, 2014). In the confectionary market, co-branding opportunities such as these
present the ability for brands to increase sales.
SWOT ANALYSIS: EXTERNAL THREATS
Breath Freshener Competition
Although Hershey is leading the breath freshener mint category, there is still a
threat of new entrants and current players. While conducting primary research, it was
discovered that people use other products to freshen their breath besides mints and gum.
Respondents claimed that they use items such as breath mouthwash, vegetables, and
toothpaste to freshen their breath. In the eyes of the consumer, all of these competitors
elicit the fresh breath result;; which is what respondents value the most when consuming a
breath freshener. For a competitive analysis, see Figure 2.
Ingredient Controversy
Although many ingredients are approved and regulated by the FDA, there have been
both political and medical disputes on whether the ingredient aspartame is harmful for
long term health (Morris, 2014). Hershey discloses their use of this ingredient on their
website however they may want to be weary of consumer and industry regulations that
may arise in the future (Hershey: The Hershey Company, 2015).
Mintel also reported that 51% of consumers have an important choice factor that
the product must contain all-natural ingredients (Mintel Academic). 73% of millennials are
7. PAGE 5
willing to purchase regular gum, compared to 59% who would purchase sugarless gum
(59%), indicating a possible aversion to artificial sweeteners (Hofbaur, 2015).
ECONOMIC ENVIRONMENT
Retailer Business Cycles
Currently, many retailers have been stagnant upon implementation of the product being
present at checkout lines. Each retailer has a different schedule as to product review,
confirmation orders, and stocking the actual shelves (2015-2016 American Marketing
Association Collegiate Case Competition, 2015, p. 11). These varying schedules could
threaten the potential revenue and trial exposure that could have been executed as they
have in other retail stores with faster order schedules.
Rise of Discounter Retailers
There has been a shift in how consumers shop for packaged goods that has the potential
to greatly impact sales for and the Ice Breakers brand. Retail sales by
discounters (such as Aldi) have grown by 22% between the years of 2009 and 2014, which
is twice the rate of supermarket sales. This trend could potentially limit the sales of Ice
Breakers Cool Blasts because they currently are not sold at these outlets. (Euromonitor,
2015).
Tensions Between Manufacturers and Retailers
Recently, there have been many disputes with retailers and manufacturers over pricing. As
grocery chains are in competition with one another combatting in price wars, retailers are
forcing manufacturers into lower prices. Retailers are looking to lower prices to increase
their store visits while manufacturers are looking to increase in-store prices due to higher
internal commodity prices (Euromonitor, 2015). desires oppose those of
manufacturers.
Retailer Response to Consumer Health Trends
Across the globe, retailers are deciding to remove unhealthy products and count lines from
checkout displays in order to reduce impulse buying of certain products that are not
demand to provide opportunities in this new space for other products, such as nuts and
fruits. (Euromonitor, 2015).
TECHNOLOGICAL ENVIORNMENT
Centralization of Platforms
Technology has allowed consumers to access reviews on products or services at the touch
of their fingertips on their mobile device. Reported in September 2015, 61% of adults read
reviews online. There are only a few electronic platforms that consumers are consistently
turning to so brands have fewer options when reaching consumers. Ownership of desktop
computers and home gaming consoles have decreased (Mintel Academic, 2015). This
displays an abandonment of traditional media.
8. PAGE 6
There has been a rapid adoption of smartphones which is reducing activity on desktop
computers as a digital platform. Activities such as managing photos, checking the weather,
shopping, social media, music, that were once done on the computer screen are now
taking place on the consumer
opportunity for Ice Breakers Cool Blasts in terms of shifting their marketing toward
advertising online on mobile smartphones.
LEGAL AND POLITICAL ENVIRONMENT
Serving Size Regulations
In 2014, the FDA withdrew from a previous ruling that all mints have to represent a serving
size that corresponds to 2 grams, the previous Reference Amount Customarily Consumed
for the product category. A petition arose considering that small mints, like Ice Breakers
Cool Blasts, with the intensity of normal sized mints were regulated to display a serving
size of 5 mints in adherence to the 2 grams RACC. This does not adequately represent a
customary consumer usage of the product. Therefore, using a label statement of one unit
to display as the serving size for all breath mints is more appropriate than recognizing the
serving size to the number of mints closest to the 2 grams of previous RACC. The FDA ruled
to create a new product category, small breath mints, to have a serving size of 1 mint with
a new RACC of 0.5 grams (Federal Register, 2014).
SOCIOCULTURAL ENVIRONMENT
Millennial Demographics
The millennial target market is the most racially diverse generation in the United States.
About 43% of this population is non-white. This may make
marketing efforts more challenging to target to because different ethnicities may have
varying preferences for products and communication receptions (United States Census
Bureau, 2013).
Millennial Values
Aspirations of millennials include living a healthier lifestyle, traveling more, and managing
their time better (Mintel Academic, 2013). This research also allowed the identification
that millennials place a higher value on experience and lifestyle promotion instead of only
the product and its features (Suddath, 2014). As a brand that wants to be an integral part
opportunity to better relate to their lifestyle as a brand and product.
They also value a sense of entitlement and receiving positive feedback for their believed
hard work that they pursue on a daily basis. They focus on achieving their goals, getting
good grades if they are in school, all while demonstrating high levels of optimism (Suddath,
2014).
Marketing To Millennials
There is also an opportunity for Ice Breakers to understand the trend of how millennials
feel toward marketing and advertising. They expect marketing to be engaging, meaningful
and targeted to them as an individual. Millennials are also more likely to be responsive if
the brand is encouraging a two way conversation and intent for relationship.
9. PAGE 7
They are more likely to resonate with brands who demonstrate authenticity and
transparency in their branding and marketing messages (Suddath, 2014). More specifically
in terms of messaging, 80% of millennials said that they are more likely to remember an
advertisement if it is funny (Mintel Academic, 2015).
Research demonstrated that millennials favor brands that communicate a message
reflecting who they are. The top words that millennials used to describe themselves were
-
Social Norms
Millennials have tightly scheduled lives and often do not know what to do with their free
time or how to manage it effectively (U.S.Chamber of Commerce Foundation and Rice.edu,
2014). They believe in multitasking;; however this often leads to poor quality work. Due to
busy lives, millennials are believed to have lost their sense of play and seek spontaneous
experiences (Inc., 2015).
The Green Movement
comes to understanding the importance of ecological and environmental conditions, and
claimed that 76% of them stress an importance for brands to be ecologically conscious,
making the brand more credible (Gaudelli, 2009).
Both focus groups also mentioned efforts to be ecologically friendlier in terms of disposal
procedures with breath fresheners. Respondents did not want to litter their gum wrappers
and also were unpleased with having a wrapper in the first place.
(See Figure 1).
PRIMARY RESEARCH
A series of primary research methods were conducted to attain insights to better strategize
further marketing efforts.
In Depth Interviews: Thirteen in-depth interviews were conducted with respondents aged
18-53. The interviews were designed to gather insight into:
preferences, breath freshener purchase behavior, consumption behaviors, brand
preferences, and awareness of Ice Breakers Cool Blasts
Man on the Street Taste Test/Interviews: Interviewees sampled Cool Blasts and were
initial attitudes (both positive and negative) toward the product upon trial, in order to
understand what product values to focus on while creating the marketing strategy. These
10. PAGE 8
interviews were conducted in a high-traffic shopping center plaza and throughout an east-
coast university campus.
Online Survey 1: s favorite and
least favorite aspects of breath fresheners, as well as reasons for consuming breath
of breath fresheners, their current perception of Cool Blasts, and awareness of Ice
Breakers Cool Blasts. This online survey was distributed using Facebook, E-Mail, and text
message communications. (See Figure 3).
Online Survey 2: The objective for the second survey was to strategically identify a second
target market outside of the current 18-24 year old age group. The survey was distributed
on platforms including LinkedIn, Facebook, Email, In Person, and Text Message. Questions
were asked to attain insight as to which age group is the most open to purchasing and
using products that they have never tried before. One prominent question of this
questionnaire asked how often, on a monthly basis, participants purchased items they
have never tried before. This was asked in order to understand which age group was most
open to trying a new product, such as Ice Breakers Cool Blasts. This survey had 427
respondents with ages that varied from 18-55+. A Chi Square Test was conducted to
analyze and determine which age group was most open to purchasing and trying a new
product. (See Figure 4).
Focus Groups: Two focus groups were conducted. One all-male focus group and one all-
female focus group. The objectives for these focus groups were to find out the following:
o It is vital to know the touch points of their daily lives, where they could be
reached, and how to resonate effectively with them.
To understand why respondents use their social media platforms.
o This was asked in order to better choose relevant platform placements for
campaign media planning.
o This was asked to find out reasoning why marketing or advertisements are
appealing to respondents.
To learn about why respondents choose to try new products.
o This was asked to better understand what drives trial.
To understand the reasoning behind impulse buying.
o Since Ice Breakers Cool Blasts can be found in the checkout line where
impulse items are placed, it was important to gain understanding of what
drives this type of buying.
KEY FINDINGS
In Depth Interviews
There was confusion amongst respondents about what exactly the product was
while consuming.
-dissolve quality. They were
unaware of what was happening as the product dissolved which lead to
11. PAGE 9
Majority of respondents expressed skepticism towards the product or feelings that it
Respondents expressed feelings of dissatisfaction with the longevity of the product
once they put it in their mouth. Multiple participants elaborated on the idea that the
product dissolved too quickly.
Respondents experienced difficulty in understanding how to open the product
packaging. They expressed nervousness that the chews would all fall out at once.
Man on the Street Interviews
Respondents can find Ice Breakers Cool Blasts useful in the following situations:
attending meetings, going to work, going on a date, or before an interview.
Respondents between the ages of 18-34 use Facebook, Television, Word of Mouth,
and the checkout line to find out about new products on the market.
Respondents expressed that Ice Breakers Cool Blasts are comparable to toothpaste
and Ice Breakers gum cubes.
Survey 1
Survey results indicated that 45% of respondents between the ages of 18-34 value
fresh breath results as being their favorite thing about consuming a breath
freshener product.
o Behind fresh breath results, 18-34 year old respondents listed their favorite
things about consumption of breath fresheners as feelings of confidence and
security, satisfaction of a clean mouth, and the act of chewing.
The two most disliked aspects of consuming a breath freshener amongst 18-34
answers) or too
strong of a flavor sensation (also 18.3% of respondents answers).
o Other leading things that respondents disliked about consumption of breath
fresheners include the price associated, aftertaste, and disposal procedure.
Most 18-34 year olds currently think of strips and Listerine when prompted with the
Most 18- ferenced another Ice
Breakers products
Figure 5).
81% of 18-34 year olds purchase their own breath freshener products.
o 19% stated that they get their breath fresheners from someone else.
Survey 2
After running and analyzing Chi Square Tests, insights were discovered regarding the
willingness between age groups to try and purchase new products.
There was not a significant difference between age groups regarding their openness
to trying new products. According to the Chi Square test conducted, all ages
expressed the same level of openness to purchasing new products that they have
never tried before. (See Figure 6).
The Chi Square test revealed that there was not a significant difference between
males or females, in regard to their openness to purchasing a new produc
never tried before. (See Figure 7).
12. PAGE 10
There is strategically no significance in tailoring the marketing efforts to a specific
age group or gender.
The primary target, ages 18-34, finds out about new products through Word of
Mouth, Television, Social Media, and the Internet.
Focus Groups
Exposure: Respondents were most exposed to news outlets, television, streaming
services, and social media. Respondents also explained that they spend time at
bars, their university campus, and eating food at fast casual establishments.
Influence: Respondents are influenced to try new products primarily through word of
mouth from friends or if the product is on sale. One female respondent claimed that
she tried a new product because of the way it was described on a Pandora
commercial. She appreciated how the description matched up with how the product
actually felt when consuming.
Impulse Buying: Respondents will impulse buy if the product is on sale, associated
with a brand that they are already familiar with, or if they see a new flavor.
Value in Breath Freshener: Respondents valued breath fresheners that require little
effort and are easy to use. Females expressed value in the car cup-holder
packaging.
New Product Information: Respondents said that they find out about new products
in grocery stores, on television commercials, social media, and word of mouth.
Social Media Uses: Respondents said that Snapchat is used to see what friends are
doing. Males said that they do not check the live stories unless they are local.
Females said that they check live stories often, without referencing an importance
on location. Respondents use Facebook to find out about events, birthdays, news,
and company updates. Respondents use Twitter to read certain conversations about
news happenings. Male respondents said that Instagram is used just to look at
respondents said that they often follow companies on Instagram and engage if
there is something of value offered inside of the post. An example being a healthy
recipe link or workout fitness link attached.
LIMITATIONS
Limitations for both of the online surveys would include the possible exclusion of potential
consumers who do not spend time on the internet and were therefore not exposed to or
delivered this survey. A limitation for the second online survey regarding openness to
purchasing new products could be the way in which it was distributed. A few respondents
offered to send the survey to their work colleagues and friends. This effect led to the belief
that many of respondents had a job which allowed them more discretionary income to
purchase new products than someone unemployed.
There also could have been limitation for one of the questions that was asked in the
Participants may not have been adequately able to remember each time they had bought
a new product off the top of their head.
13. PAGE 11
Other limitations include the geography that the survey was distributed. The potential of
Facebook distribution demonstrates that participants could have been nationwide however
it is believed that most respondents reside on the East Coast.
TARGET MARKET
Primary Target Market: 18-34
Secondary research was gathered with the goal of attaining a better understanding of the
current target market and to help identify a secondary target market. According to
Mediamark, 51.4% of 18-24 year olds reported using breath fresheners in the last six
months (2014). The 25-34 age group followed, with 46.3% reporting that they used a
breath freshener in the last six months. Based on the volume of users, the 18-34 age group
will be the target market. It is also important to note that women use breath fresheners 9%
Identifying the target market of 25-34 was a decision made based on insights obtained
from primary and secondary research. Key findings from conducted primary research
demonstrated that respondents within these age groups value fresh breath and
confidence. Cool Blasts could provide them with these secured expectations, match their
values, and potentially turning the millennial into a lifetime loyal consumer.
Secondary research explained millennials as a single group, ages 18-34, with similar
characteristics and aspiration (Bonetto, 2015). Identified from primary research, the top
three platforms of which respondents between the age group of 18-34 consisted of Word
of Mouth, Social Media, and Internet. The following marketing capabilities will be strategic
in targeting both of these age groups moving forward including these identified platforms
and values. (see Figure 8).
CONSUMER PROFILES
Sweet Sally
Sally is a college student who feels like she is
finally at home now that she is a sophomore.
At school, she majors in marketing and wants
to get a job at a global advertising agency. She
is 20 years old and is still dependent upon her
middle-class family for financial support.
However, she will begin to establish her financial
independence when she graduates and (hopefully)
get a job next year. She spends her free time exercising, checking social media (her
favorite is Instagram), and hanging out with friends. She is very outgoing so she enjoys her
position as social chair of her sorority. Sally finds herself becoming more concerned with
the environment as she learns about how her consumption habits impact the environment.
Her favorite website is Greatist.com because she loves to read about health and fitness.
Photo from www.pexels.com
14. PAGE 12
Photo from www.pexels.com
Sally is money conscious so she reads reviews online before buying anything new. Before
she goes to her internship with a local ad agency, Sally loves to stop at Starbucks. She
loves the way coffee tastes but hates the way that it leaves her breath. In high school, she
n gum
during important meetings with her bosses. Lately, she brings mints to work but she
misses the chewy texture of gum.
Joe the Bro
Joe is 30 years old and works as a sales representative at a
s
stop at the gym and taking care of his dog, Chester. He spends
his free time doing a variety of activities, including: dinner and
drinks with friends, watching Netflix, playing Call of Duty,
watching football, and checking social media. Joe likes to spend
time with people and wants to be perceived as involved with the
community, so he occasionally volunteers at the local food bank. Before work, Joe turns on
getting ready and to inform him of current events. He
often finds out about new products or ideas while browsing the internet. Joe likes his job
He
likes the taste of
his boss wants him to do.
POSITIONING
Positioning Statement: Ice Breakers Cool Blasts Chews are targeted to millennials
between the ages of 18-34. This innovative product is uniquely positioned in the breath
freshening product category because it provides a novel consumption experience, long
lasting fresh breath results within a few chews, and eliminates the need for disposal
procedures.
The identified target market places a high value on experience and lifestyle (U.S.
Chamber of Commerce Foundation). By being able to provide fast fresh breath results, this
will improve the experiences that millennials take on each day by eliminating time doing
other tasks. Instead of feeling insecure about their breath as indicated in primary survey
results, the target market can now feel confident throughout their life experiences.
Secondary research also found that the target market feels more inclined to be engaged
with messaging that elicits positive reinforcement. They value being recognized for having
done a good job (Rice.edu, 2014). The Ice Breakers Cool Blasts will be positioned as an
instrument used to achieving a job well done. This is a product that will make positive
recognition possible. Whether that be going on a first date or obtaining a job after a
successful interview, Ice Breakers Cool Blasts will be part of that achievement.
Secondary research stated that the target market wants to engage with brands that
encourage a two way conversation (Bonetto, 2015). Ice Breakers Cool Blasts will be
inviting and conversational in terms of marketing communications and positioning. The
15. PAGE 13
Cool Blasts side of this conversation will elicit positive reinforcement to the target market
and then positive feedback upon response in order to ensure consumers confidence as an
individual.
Primary research has also demonstrated that respondents are more likely to try a new
product if they are already familiar and loyal to the associated brand. It is hypothesized
that the target market will be more at ease with trying a brand that is already familiar to
them and to the market considering Hershey Mint holds 41% of the Mint share (2015-
2016 American Marketing Association Collegiate Case Competition, 2015, p. 6).
Other secondary research stated that millennials are on the cusp of the latest trends
(Suddath, 2014). By positioning Ice Breakers Cool Blasts as an innovative and new
product, this will drive interest from the target market.
Differentiation From Current Popular Product Categories
It is important to highlight why this product is more beneficial than the common mint or
gum present within the breath freshening category consideration set. There are a variety of
aspects of consumption of gum that Ice Breakers Cool Blasts does not exhibit. Mintel
Academic stated that gum has unpleasant characteristics such as determining whether to
spit out or swallow gum when finished chewing, causing actionable and unnecessary
decision making (2014). Disposal procedures can be eliminated with the use of Ice
Breakers Cool Blasts. Gum has been known to annoy parents, co-workers, or even disrupt
romantic interests with its noise. The gum product can additionally cause wear and tear on
the jaw which would not happen with Cool Blasts due to short chewing action (Hofbaur,
2015).
In regards to packaging, Cool Blasts have several advantages that traditional gum does
not. Sticks of gum are covered with thin pieces of paper that are usually one-sided with foil
or wax. This type of packaging does not protect gum from being bent when transported in
bags or purses. Also, paper packaging would not protect the gum from harmful
environments such as the heat from a car in the summer months.
Another competing product category similar to Ice Breakers Cool Blasts are the use of
mints. According to primary research, it was found that respondents were dissatisfied with
how strong mint flavors arise upon consumption, stating that this is one of their least
favorite aspects of consuming a breath freshener. Respondents did not claim this ultra-
strong sensation when consuming Ice Breakers Cool Blasts.
Leverage and Differentiation from other Ice Breakers Products
There are two ways in which the Cool Blasts brand will leverage the Ice Breakers brand.
The Cool Blasts product will also be positioned with the cooling crystals that are associated
with Ice Breakers Cubes. During the in depth interviews, respondents expressed positive
excitement when they realized that the cooling crystals were present in Ice Breakers Cool
Blasts.
16. PAGE 14
Ice Breakers Cubes packaging will also be used as they were associated with positive
responses when asked about what Ice Breakers Cool Blasts were. Therefore, the Ice
Breakers brand recognition will be utilized and implemented into further new product
category marketing efforts through Facebook and product bundling promotion.
points of confusion regarding the product and consumption. It was identified that
research interviews. This campaign will communicate that it is supposed to be consumed
Along with communicating the quick dissolve property of the product, this campaign also
incorporates secondary research into marketing strategy. Millennials aspire to manage
their time more effectively within their tight schedules (U.S. Chamber of Commerce
Foundation). This campaign message elicits the notion of quick consumption and provides
fresh breath results without taking any major time out of their day. Ice Breakers Cool
Blasts will not interrupt their desired experiences throughout their lives as it only takes,
Understanding that millennials value both experience and positive feedback, this
campaign theme communicates the ability of this product to be the gateway into
experiences that can elicit positive feedback. Cool Blasts will be marketed to help
millennials gain desired experiences, achieve their goals, and receive positive
can have fresh breath that will have
the potential to garner all of the positive feedback that they desire.
OBJECTIVES
The following objectives were created in order to increase trial, awareness, and interest
among the 18-34 year old target market by the end of the Just a Few Chews campaign in
March 2017. (See Figure 9).
To increase Cool Blasts Sales by 6%
To increase awareness by attaining 5,743 Facebook likes
To increase awareness by serving 100,000 Instagram impressions
To increase interest by eliciting 80% more mentions to the Cool Blasts brand
DISTRIBUTION MIX
Packaging
In order to improve the user experience of consuming Ice Breakers Cool Blasts, changes
within the packaging will need to be implemented. During in depth interviews, respondents
17. PAGE 15
showed confusion, frustration, or an inability to open the package to obtain the actual
chew. Along with this, a respondent from the conducted female focus group stated that her
ideal breath freshener was one that required as little effort as possible.
An improved Ice Breakers Cool Blasts package will have a section similar to what Ice
Breakers mints currently has. The consumer will be able to open the panel and pick a chew
out from the top. Respondents stated that they were afraid of all of the chews falling out.
This will allow easy access with complete knowledge of the containment of the chews
inside. The panel to flip open will take up half of the top portion of the package. This
change also encourages sharing which is something that millennials value, being part of a
team (U.S. Chamber of Commerce Foundation).
In addition to the current rectangular shape, there will be packaging in a form that fits into
a car cup holde. Secondary research from the U.S. Census stated that 84.5% of persons
between the ages of 18-34 drive a car, truck, van, or carpool to work. One of the common
situations that respondents said Ice Breakers Cool Blasts could be useful during moments
at work. They have the convenience of consuming a chew on their way to work or to social
gatherings.
In terms of the packaging visual design, positive reinforcement will be put onto each
package. On each Ice Breakers Cool Blasts
in small font on the bottom side of the package followed by an emoji. These brief
statements will elicit either positive reinforcement or a humorous idea to improve their
mood.
Examples include but are not limited to:
Reference to the common culture phrase of YOLO: You Only Live Once.
ji)
Emoji)
y Emojis)
Primary and secondary research has demonstrated that millennials want messages to be
targeted to them individually and give positive feedback (U.S. Chamber Foundation). One
focus group respondent talked about how much she appreciated special notes from the
popular brand, Five Gum that gave different truth or dares challenges on each wrapper.
(See Figure 10).
18. PAGE 16
Ice Breakers In Store Product Bundling
In order to increase trial among consumers, Ice Breakers Cool Blasts will be
bundled and packaged with other various Ice Breakers products. Based on primary
research, respondents referenced their loyalty or familiarity with various Ice Breakers
products. Whether that be from Ice Breakers mints or gum, Cool Blasts will leverage this
loyalty by being packaged with them. This price will not be marketed as Buy One Get One
Free, however at a discount for both products. One individual Ice Breakers Cool Blasts
package will be packaged with the following:
Ice Breakers Duo
Ice Breakers Frost
Ice Breakers Original Sours
Ice Breakers Ice Cubes Gum
By feeling comfortable purchasing a brand they are already familiar with and loyal
to, this will make trial of Ice Breakers Cool Blasts seamless, decreasing risk associated
with the purchase of a single unit. (see Figure 11).
Retailers
Grocery Stores
According to secondary research from Statista, millennials make 4.1 trips per
month to the grocery store to shop in the U.S. Mintel also stated that consumers, both men
and women, between the ages of 18-34 are more enthusiastic about grocery shopping
than older counterparts (2014). Primary research respondents also stated that the grocery
store, particularly checkout line, is where they find out about new products. One female
focus group respondent stated that she actually goes to the grocery store looking for new
products.
EVENTS
Ice Breaker Personnel Social Event Sampling
and positioned with the campaign. These groups of pe
present themselves throughout the country at different citywide post work gatherings
throughout the summer of 2016. During these social city happy hours or post work
gatherings, the Ice Breakers will serve a dazzling display of Ice Breakers Cool Blasts
samples throughout these events. While serving samples, the Ice Breakers will verbalize
Millennials value optimism, attainment of various life goals, and positive feedback. The Ice
Breakers will offer the following phrases or statements as they serve to meet millennial
values:
19. PAGE 17
By presenting these statements, the Ice Breakers will also be breaking the ice upon
presence of groups of people who may or may not know each other. Those who receive the
sample are hoped to associate the product to the positive feeling received when hearing
these compliments or words of encouragement from the Ice Breakers people.
These Ice Breakers will be dressed in a way that elicits shock and a sense of
spontaneous play incorporating futuristic ideals. Costume designs are based on secondary
research that says millennials often feel as if they have lost their sense for spontaneous
play and are affected by shock advertising and marketing (Bonetto, 2015). These Ice
Breakers sampling servers will all have the same theme with segregated costumes upon
gender. The color scheme will resemble that of flavors offered by Ice Breakers Cool Blasts
peppermint (blue) or spearmint (green) paired with the color of the product - white. Both
male and female Ice Breakers will be hired models for events.
Female Ice Breakers will wear a royal dark blue, medium length wig and ice white
jumpsuit. Everything incorporated into their costume will align with the product ideas color
scheme;; from their eyelashes being white to the cooling crystal shoes.
Goals for these events include creating awareness in hopes that these costumes will
induce interest and user generated content from attendants. The exposure of this
innovative sampling technique will allow persons at these events to Snapchat, take
pictures of or with, and share word of mouth about the uniqueness of these Ice Breakers
characters. This will allow for viral, authentic user generated content across any platform
that the consumer chooses. Based on a report conducted by Lauren Bonetto, consumers
are more likely to internalize communication efforts if they are authentic (2015). The Ice
Breakers sampling server series will increase trial among different cities and also increase
awareness, even further if sharing video or picture of these characters occurs.
By being served at a social event after work or during the time of happy hour, it will allow
for the product to be non-
(See Figures 12, 13, and 14).
SOCIAL MEDIA
As part of conducted primary research, findings were used in order to present social media
improvements to better engage and increase awareness among consumers. The social
media marketing plan includes usage of Facebook and Instagram based on primary and
secondary research findings which stated that the millennial generation is spending 5.4
hours per day on social media (Entrepreneur.com)
Facebook
20. PAGE 18
Ice Breakers Cool Blasts will first create their own Facebook page that is differentiated
from the Ice Breakers brand. While this separate Facebook platform will allow the Cool
Blasts brand to have their own voice, the mother Ice Breakers page will still promote and
feature the Cool Blasts brand. Shout outs from the Ice Breakers brand page will encourage
the introduction to the Cool Blasts, asking current followers to like the new page. The Ice
Breakers Cool Blasts are different from other Ice Breakers products in what the product
offers to the lifestyle of the millennial. This different product will extend its own brand
voice.
Ice Breakers Cool Blasts will utilize organic impressions upon the creation of this Facebook
shareable in light of what millennials value in this product category (Bonetto, 2015). The
brand will post videos that hold characteristics that are not interrupting but pleasurable to
watch, in efforts that the viewer will share each of them after viewing.
One video will be snippets of millennial aged faces when they sit down to feel used gum
under their seat or desk. After flash pulses of disgusted and surprised faces, the screen will
flash the text,
Another example of a video specifically to be posted on Facebook would be
briefs scenes of multiple people looking around for policemen or bystanders before they
spit out their gum or littering their wrapper as they as they are driving. The beginning of the
Each video would be no longer than ten seconds in efforts to not interrupt their lives or
take time out of their scrolling news feed consumption when using the platform.
Aside from shareable videos, the Ice Breakers Cool Blasts Facebook page will post
meaningful and conversational posts related to the lives of 18-34 year olds. Due to the fact
that secondary research states that millennials look to be part of a two way conversation,
curated posts will do just this in initiating this contact (Bonetto, 2015). Secondary research
also stated that 50% of millennials watch an online video at least once a day
(Entrepreneur.com). (See Figure 15).
Instagram
Another social media platform that Ice Breakers Cool Blasts will use to increase awareness
and interest is Instagram. As a platform with over 400 million users, Instagram has had a
successful record of lifting ad recall for their advertisers, an aspect that is expected to
increase awareness for Ice Breakers Cool Blasts. This platform also guarantees
Advertising, 2015). As of right now, Ice Breakers Cool Blasts do not have an Instagram
account (Instagram, 2015).
A photo ad will be purchased and will run once every two months. These photos will be
designed in a manner that will have minimal text and an Ice Breakers Cool Blasts brand
logo in the bottom of the photo underneath the main message. Today, users of Instagram
21. PAGE 19
are tagging their acquaintances in photo messages that they want them to see or relate to
something that they can both connect with. As this is becoming more common in how
Instagram is used, Ice Breakers Cool Blasts will utilize this to encourage advertising efforts
that are meaningful and engaging to the 18-34 year old target market. Photo ads will
focus on being humorous, relatable, and snackable. As these paid posts are hoped to gain
acceptance, users will be encouraged to like the brand on Instagram utilizing other
marketing efforts on different platforms such as television. (See Figure 16).
MEDIA PLATFORMS
Out of Home Advertising: Billboard
According to the 2014 Media Planner, billboards have a 98% reach potential and help
create simple awareness. This advertising space will also be utilized because 85% of
people age 18-34 are commuting to work by driving a car, van, truck, or carpooling. (US
Census) By strategically placing these billboard advertisements, awareness will be
generated for Ice Breakers Cool Blasts. (See Figure 17).
Subway Transit Advertising
exposed to millennial commuters (US Census). USA Today stated that millennials find
life satisfying. These advertisements will be placed in trains within the top millennial
populated cities. For list of these cities, please see figure 14.
Online Advertising
Man on the street and focus group respondents between the ages of 18-34 stated that
they found out about new products online from news channel sites, content generation
websites, and sports outlets. A 300x250 pixel sized advertisement will be purchased on
news sites, such as CNN.com, in order to create an opportunity for website viewers to click
through to the Ice Breakers Cool Blasts Facebook page encouraging them to like the page
and view the newest video promotion. Clicking through to social media will help the Cool
Blasts brand to better measure awareness and be more likely to stay with that consumer
upon liking the page.
Hulu Advertising
Strategically chosen as a medium based on
product will be purchased. This video will be snackable, relatable, and humorous in efforts
to strategize upon secondary research findings of millennial marketing values. Each video
will correspond with the Facebook video that will be promoted each month.
22. PAGE 20
Male focus group respondents claimed that they watch Hulu all the time. According to Ad
Week -34 are increasingly turning away from live TV time shifting into
programming on platforms like Hulu, according to new insights from data technology and
an sales
presentation from Hulu, research has also shown that 70% of 18-34 year olds are
streaming video (Hulu, 2015). (See figure 18)
Linear Television Commercial
Also found within the Hulu Internal Sales Presentation was the statistic that 84% of 18-34
year olds are watching television on a weekly bas
television that will also correspond with each Facebook video being promoted each month.
These television commercials will be pulse marketed throughout the 2016 year into March
2017.
(See Figure 20 for Media Schedule).
SALES FORECAST
Between 2014-2015, the Ice Breakers brand experienced a 10% increase in sales
(Hofbaur, 2015). Using this data as a benchmark, the Ice Breakers Cool Blasts sales are
campaign. In predicting these sales, it was important to take into consideration that the
initial goal was to increase trial rather to increase sales volume. While the campaign
continues throughout the next four years, sales are anticipated to rise based on increased
awareness of Cool Blasts. Due to the campaign gaining traction, Ice Breakers Cool Blasts
expects to remain at 6% sales for the 2017 sales year. Within primary and secondary
research, evidence shows that millennials are quick to share opinions and experiences
through social media (Mintel Academic, 2015). They also rely heavily on word of mouth for
suggestions to try new products. Therefore, in 2018, there should be an expected bump in
generating consumer buzz. In years four and five, there will be additional sales increases of
9% and 10% due to the purchaser loyalty. (See Figure 21)
CONCLUSION
funny, memorable, and relevant content. By effectively reaching the target market, the
campaign will increase awareness, interest, and trial.
40. PAGE 38
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2020 Marketing Communications LLC.
