![Brand Message and Big Idea
S’well bottle stands out as a high quality and thoughtfully designed product that
proudly represents sustainability with class and style unique to the
customers.
EXPRESS
YOUR[S’WELL]F](https://image.slidesharecdn.com/swellpresntation-171211013951/85/S-well-Presentation-19-320.jpg)
S'well Presentation
- 1. Trang Kim Lucas Young Keyana Taffe
- 2. Agency Identity: Evolve Media Evolve Media is a multi-faceted advertising agency composed of dedicated professionals. We are committed to creating the most innovative approaches and solutions to meet our clients needs. We take pride in our unique strategies formulated around viewing our clients as fluid and crucial pieces to the ever-changing world market-place. Problem Identification. Category Market Research. Creative Brainstorm. Finalizing Solution. Campaign
- 3. About S'well 2016: Fastest growing woman-owned organization 2010 - 2015: 4 million bottles Eco-friendly: non- toxic, non- leaching, and BPA free. Support NGOs focusing on environments, support UNICEF to provide clean water to children 50 colors and styles, 8 textures Price: $35 and up
- 4. Objectives Our mission: Increase the brand awareness, comprehension, and activation Focus on the styles, quality, and benefits of S’well bottles. Marketing: increase sales by 15% Advertising: ● Target market: Men & women ages 18-34 ● This campaign’s goal is to increase comprehension by 85% and conviction by 65%. ● Effective reach of 85% with a frequency of 5
- 5. Objectives continued Time Frame: 12 months (January 2017 - December 2017) Budget Breakdown: 10 million dollar
- 6. Primary Research Objectives: To learn more about: ● What consumers look for in reusable bottles ● The influences of design and sustainability ● S'well’s strength and weaknesses Key Discoveries: 115 responses for the survey ● Preferred characteristics: affordable price and high quality ● 50% value nice design and style. ● 61%: more willing to pay more for sustainable products and 59% for well-designed products
- 7. Primary Research Continued Comparing brands ● With only design, 45% chose S’well ● With price, only 15% chose S’well ● Combined with sustainability, over 50%
- 8. Secondary Research Objectives: ● To gain insight into the target market and important demographic/psychographic information ● To further discover the strengths, opportunities, weaknesses and threats of the brand ● To better understand the brand awareness and comprehension that S’well currently possesses Methods: ● We first utilized the Simmons OneView database, which gave us significant contextual information on recyclable bottles as well as the demographics of the consumers. ● To gauge the level of brand awareness and measure the public perception of the brand, we read both negative and positive reviews on the bottles via Amazon.
- 9. Key Discoveries ● Because S’well is a relatively new brand, it wasn’t listed on the Simmons OneView database, however we did find information that pointed to a target market of 18-34 male and females. ● This helped to gain a better understanding of the benefits that our target market seeks from utilizing reusable bottles. ● Negative reviews on Amazon mostly consisted of complaints about the price being too expensive and not being able to use it in the dishwasher.
- 10. SWOT Analysis STRENGTHS ● Teams up with multiple organizations such as the U.S. Fund for UNICEF to help provide clean drinking water to children around the world ● Keeps drinks cold for 24 hours and hot for 12 hours, it is insulated and vacuum sealed ● Bottle doesn’t sweat, is wide enough for ice cubes, and fits practically in a standard sized cup holder ● It features include double-walled stainless steel, non-toxic, non-leaching and BPA free ● Has a multitude of designs as well as 8 different textures to choose from and provides the opportunity to create your own design. WEAKNESSES ● You have seen S’well Bottles but chances are, you never knew the brand. Despite a heavy social media presence, there is a strong lack of brand awareness ● Very expensive- The starting price for bottles are 35$ and up ● These bottles are not dishwasher safe and must be hand washed
- 11. SWOT Analysis continued OPPORTUNITIES ● Increase brand awareness and comprehension to attract new customers ● Continue to engage with old customers ● Expand CSR through more sponsorships and sustainability efforts to significantly set itself further apart from other brands ● Team up with other eco-friendly and sustainable brands THREATS ● There are bottles that are being sold in stores that look virtually identical to S’well and are significantly cheaper (however, the quality is unspoken for) ● There are more well known competitors
- 12. Environmental Analysis Competitive Forces: ● S’Well is one of the fastest growing water bottle companies in the United States. ● Since its start in 2010, S’Well has successfully and quickly expanded their product to over 90 different color designs and variations, along with three different sizes for everyone’s various needs. ● Its major competitors are other eco-friendly water bottle companies such as Nalgene, Klean Kanteen, Thermos, and Camelbak. ● Due to rising environmental concerns around the world. ● S’Well has a unique opportunity to expand into the water bottle market, competing against some of the top water bottles brands in the world.
- 13. Competitor Analysis Camelbak Strengths: ● Practicality/functionality (belt loop, “flip, bite-and-sip,” internal straw design) ● High brand awareness/brand image in the outdoorsy, nature loving demographic ● Makes variety of products from backpacks, to water filters, to water bottles. ● Competitive price: (range from $10-$30) ● BPA-free plastic Weaknesses: ● Can really only consume water/cold drinks (limiting) ● Limited style/design/color options
- 14. Competitor Analysis Nalgene Strengths: ● Well-known and respected brand (been around for thirty years) ● Significantly less expensive; ranging from $5- $20 ● Made with BPA free plastic ● Practical/functional (wide mouth that accommodates most water filters, measurements on side of bottle) ● Zero animal testing Weaknesses: ● Not much variation in style/design ● Less quality of materials (break easier)
- 15. Competitor AnalysisSigg Strengths: ● Sleek metal design ● Competitive prices (range $10-$40) ● Brand awareness across the globe (primarily the U.S, Europe, and Canada) ● Varying sizes Weaknesses: ● Limited design options ● No social media presence
- 16. Brand Value PropositionFunctional Benefits: - ● By purchasing S’well, you are one less person who utilizes plastic bottles and one more person helping to save the environment with the simple switch to a reusable bottle. ● Plastic bottles become expensive, buying a S’well keeps money in your pockets. ● These reusable bottles are also highly fashionable, and come in a wide range of options. If none of those options work for you, you can even customize your own bottle with your own logo for personal use or for your business. Self-Expressive Benefits: ● If you purchase S’Well, you are in charge of your own beverage and have made a great decision that benefits not only you, but others around you. ● By choosing S’well you aren’t choosing between being green and being trendy, because S’well successfully merges aesthetic with sustainability. ● S’well allows you to express your creativity and uniqueness all the while maintaining a healthy and eco-friendly lifestyle.
- 17. Brand Value Proposition continuedEmotional Benefits: ● S’well supports the U.S. Fund for Unicef and has donated 200,000 dollars. Since 2015, the company has devoted itself to providing clean water for children in need. ● S’well supports American Forests, which is an organization that protects and restores forests through donations, organization partnerships, and planting trees for the past 140 years.. American forests are in danger due to crises like climate change, water quality, and deforestation. ● S’well supports Drink Up, which is a movement that partners with First Lady Michelle Obama to get Americans to drink more water and practice healthier habits. ● By supporting S’well, you are supporting access to clean water, American trees, and a Healthier America.
- 18. Target Market Profiles ● 27 years old ● Assistant producer in Los Angeles ● Career-focused, spontaneous, artsy ● Loves books, nature, LA’s art museums and outdoor sights ● Healthy, eco-friendly lifestyle ● Goes for S’well that keeps her smoothie cold all day, ● 22 years old ● Dedicated to community service & advocacy of conscious consumption ● Opens his own start-up in New York City ● Dressed in suit and tie or in a pastel polo shirt with a pair of oxfords ● Detail-focused, polish, and ● 32 years old ● Fashionable, trendy mom ● Builds eco-friendly, sustainable habits in her household ● Believes in self-care, “everyone deserves the best to feel the best” Thoughtful Trend-setters
- 19. Brand Message and Big Idea S’well bottle stands out as a high quality and thoughtfully designed product that proudly represents sustainability with class and style unique to the customers. EXPRESS YOUR[S’WELL]F
- 20. Print Executions Full page 4-Color Magazine Advertisements
- 21. Online Execution
- 24. Media strategy ● Geographic scope of placement: Our campaign will advertise primarily on a national scale except our transit ads will be featured on a regional scale. The transit ads will be placed in metropolitan areas such as New York City, Chicago, California, and Atlanta, where public transportation is a major proponent of travel and it will reach a multitude of people. ● Message weight: Our target market includes both male and females and we want our campaign to reach both genders effectively and consistently across each media platform. ● Reach and frequency: The effective reach is 85% with a frequency of 5 ● Continuity: This campaign will follow a pulsing schedule throughout the entire year but will increase the output of ads during the summer months of May through September and during the winter season. During the summer, due to the rise in temperature, there is a higher purchase of plastic water bottles, which leads to a higher need for reusable bottles. The winter season is a significant time to increase marketing because it closely follows the theme of giving and unity. This theme circulates throughout the brand, with its significant connections to multiple non-profit organizations such as UNICEF.
- 25. Media MixMagazines: ● Entrepreneur, Forbes, National Geographic, Men’s Health, Time Online: ● Hulu, Youtube, Facebook, Amazon, Instagram, Grubhub Transit: ● New York City, Atlanta, San Francisco, Chicago
- 26. Brand Activation #1 Design your own S’well bottle Objective: Our goal is to promote S’Well Water Bottle by having our loyal customers participate in the design of a new bottle that can be purchased in our catalog. Strategy: We will create a water bottle design competition by sending our customers the small 16 oz. bottle. The bottle will be a blank, white water bottle that comes with a dry-erase black pen. We believe that our customers will be inspired by this creative tactic by making amazing designs, and through social media will promote their own design. We will nominate a committee that will evaluate the water bottle designs, and the winner will get a compliment of S’Well merchandise. In addition, the winners will also have the opportunity to donate to a charity of their choice promoting environmental awareness or self-beauty organizations.
- 27. Brand Activation #2 Citibike & S’well partnership Objective: Our goal through our new membership with CitiBike is to promote an environmental campaign by reducing your carbon footprint, in addition to earning reward points that will discount S’Well water bottles and merchandise. Strategy: CitiBike and S’Well water bottles are merging together to provide an amazing service to people who love to explore and want to use public transportation to get around populous areas such as New York City. This fun and affordable way to get around town will enhance our product because we will be giving out reward points to your account for every mile you ride CitiBike. Depending on how many miles you use, it will give you rewards and discounts on our merchandise that CitiBank has agreed to help out with. We believe our customers will take advantage of this promotion because our audience loves to explore, while also giving back to the environment. It is a fun and creative way to promote sustainable living and well-being.
- 28. Brand Activation #3 Boston S’well-a-thon Objective: The Boston Marathon is a culmination of different cultures and backgrounds, so our partnership by providing a rest area and booths with our product will compliment this fitness event very “S’Well.” Strategy: S’Well will provide all Boston Marathon runners with merchandise such as stickers, water bottles, pins, and numbered-markers. Over 27,000 runners from all over the world participate in this amazing race, so our outreach to vast audience will create positive publicity and awareness to anyone who has interest in this fitness and wellbeing event. We will provide water throughout the competition to give the runners a quick rest, and we will also have informational booths gathered around the entire race course. As “the most celebrated road race,” we have put S’Well in a perfect situation to thrive and promote its product to a wide audience and will provide a lot of interaction and awareness. Welcome to the 1st annual Boston S’Well-A-Thon!
- 30. THANK YOU