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Tootsie Pop Plans Book

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Tootsie Pop Plans Book Table of Contents Executive Summary . 4 Situational Analysis . 6 Consumer & Brand Insight . 8 Advertising Strategy . 12 Creative Plan and Execution . 14 Print Ads . 16 Alternative Ads . 18 Digital Ads . 22 Media Plan . 24 Promotion . 26 Page 22 Advertising Team: Colin Stuart, Joshua McCarty, Lydon Christensen, Jared Autrey, Treston Dunn Page 3 Executive Summary Tootsie Pop is widely recognized as one of the sweetest and most reliable brands of lollipop on the market today . More than just being another delicious treat, the Tootsie Pop has been around for 86+ years, is the largest lollipop company in the world and has become a nostalgic symbol of Ameri- can culture and tradition for several generations . In today’s fast-paced world and with cultural shifts towards healthier eating, Tootsie Pop faces challenges such as an outdated advertising campaign,the younger generation’s lack of brand awareness, a very weak social media pres- ence and an overall lack of positive buzz and energy for the brand . Page 44 The “Timelessly American” campaign aims to change all of that by recognizing and celebrating Tootsie Pop’s parallel timeline with many important and historical events in modern American history while conveying a mood of patriotism, posi- tivity and unity in today’s harshly divided America . In order to accomplish this goal, a series of creative print and digital ads, billboards and interactive events have been crafted and are slated to run on, and around, the 4th of July, 2017 . From Abraham Lincoln holding a hat full of Tootsie Pops, Ronald Reagan offering one to his wife Nancy and even the famous ‘candy bomber’ dropping Tootsie Pops over the Wash- ington Monument on the 4th of July, the “Timelessly Ameri- can” campaign is sure to breathe life back into the Tootsie Pop brand while making the consumer laugh and experience a feeling of American pride that will stick with them throughout the holiday and beyond . Page 5 Situational Analysis Category and Brand Background The Tootsie Roll was invented in 1896 by Leo Hirschfield while he was working at the candy shop owned by the Stern & Staalberg firm, which later became The Sweets Company of America . 35 years later, in 1931, they began manufacturing their second candy, the Tootsie Roll Pop, which was invented by Lukas Weisgram . Short- ly thereafter, a new and much larger factory opened in New Jersey which gave them the opportunity to manufacture more candy, thus expand more rapidly . Throughout the 1950’s and 60’s, the company focused primarily on increasing their market share through paid advertising, with a concentrated emphasis on television advertisements . In 1968, Stern & Staalberg moved their manufacturing to Chicago and in 1969, they changed their name to Tootsie Roll Industries . Page 66 The year 1970 marked the beginning of the original “Mr . Owl” commercials that would later become a widely recognized symbol for Tootsie Pops and a mascot for the company as a whole . During this same era and into the twentieth century, Tootsie Roll Industries turned their focus to expanding their product line to include many more can- dies as well as acquiring other large candy manufacturing companies . In 2016, Tootsie Roll Industries (along with their sub- sidiaries) earned a net profit of $67,510,000 and stands to- day as the largest lollipop manufacturer in the entire world . Page 7 Brand Evaluation, Market Analysis Brand Evaluation Tootsie Pops are lollipops with a chewy, chocolate-flavored Tootsie Roll in the center. There are currently 38 flavors of Tootsie Pops ranging from the Sweet and Sour variety to Wild Berry and, of course, the classics: orange, cher- ry, grape, and chocolate . Tootsie Pop is no stranger to the world of candy in the United States . With Tootsie Rolls themselves dating back into the 1800s, Tootsie Pops are truly an all-American candy . All of this being brought to light, the brand has not had any new notable advertising in decades . They are in need of a revival of sorts, thus creating a nostalgia of simpler times and what it means to have a rich American heritage . Strengths • Credibility- Product was invented 86 years ago • Brand Awareness- Easily recognized by the general public • Nostalgia- People associate brand with positive childhood memoriesLargest variety of flavors compared to competitors Weaknesses • Weak Online Presence- Not very active on social media platforms • Lack of Modern Advertising- Same advertising campaign since the year 1970 • Weak appeal to younger generation • Image of being ‘unhealthy’ and ‘not very tasty’ Opportunities • Advertising to younger generations • New methods and technologies not previously employed Threats • More “current” competitors • Buyer's Attitude- “Healthy” fad with a decrease in consumers purchasing junk food Page 9 Direct Competitors Indirect Competitors Advertising Objectives • Positively impact consumer’s brand perception by associating Tootsie Pop with a greater, more meaningful cause • Rebrand in a way that appeals to younger generations • Increase Sales outside of the Halloween season • Position Tootsie Pop as socially ‘savvy’ and ‘hip’ and shed the stigma of ‘old’ and ‘out of touch’ Page 10 Target Market Analysis • Patriotic Americans: This is not some brand new candy that is entering a new market . This is a timeless candy that all Americans all familiar with . Product Position (Current and Desired) • Current: Tootsie Pops are a candy that has always been around, and there isn’t anything that exciting about that . • Desired: Draw on the nostalgia of the candy “always having been there” as a staple in American history . We want people to realize that Tootsie Pops are an important part of being American . Research Findings • Research shows that most Americans are familiar with Tootsie Pops and the old “owl” commercials, mainly because that is the most recent ad the company has run, and it has been around for nearly 50 years . • Most current consumers were in the 40-60 age range and typically pur- chase for kids or grandkids rather than for themselves . • The majority of current consumers have full-time jobs, or a spouse that does . Page 11 Advertising Strategy Consumer Insights Brand Insights • Value Sharing Experiences with • Triggers Childhood memories their children (Nostalgia) • Like to carry on traditions • Appeals to people who like op- tions and affordability • Believe America is special • Reliable/Consistent Page 1212 Strategy Statement “For the patriotic American looking for a candy they can trust, Tootsie Pops have been offering sweetness in the USA for nearly a century ”. Page 13 Creative Plan and Executions Creative Strategy • Sweetness and Trust • Through patriotic events and American heros Tootsie Pops puts off the impression that they have always been there and that their Pop’s have had the same, consistent sweetness as always . • “Tootsie Pop’s making America sweet since 1931” Tone and Manner of Advertisements • Tootsie Pop advertisements use photos and events from Amer- ica’s history with Tootsie Pop’s in them to show that they have been offering the same sweetness for years. They have a retro american look with a clean and genuine humor to show Tootsie Pop’s being used throughout the years to promote sweetness . Page 1414 Creative Executions Page 15 CreativePrint Executions Ad #1 Cont . Page 16 Print Ad #2 Page 17 Alternative Ad #1 Candy Bombing Page 18 Alternative Ad #2 American Flag Billboard Page 19 Alternative Ad #3 Creative Executions Wrigley Field Cont . Page 20 Aternative Ad #4 Light Posts Page 21 Digital Ad: Promoted Post Page 22 Digital Ad: Paid Advertisement Page 23 Media Plan Schedules Tootsie Pop’s “Timelessly American” campaign will take a puls- ing approach with primary ad buy occurring over the course of 5 weeks, from June 1st to July 6th . The Billboards, Print Ads and Digital Ads will run continuously for the 5 week period while the D .C . Light Pole Decorations, Wrigley Field Event, and the Candy Bomber will take place only on the 4th of July . Budget Summary Media Strategies • In conjunction with both the campaign and the creative strat- egies, Tootsie Pop will aim to utilize appropriate mediums and strategic scheduling techniques to reach a mass audience of patriotic Americans. Based off of extensive current market re- search and analysis, the following methods have been deter- mined as the most efficient strategies to reach the largest num- ber of people possible while positioning the Tootsie Pop brand as a symbol of American unity and positivity . 1 . Out of Home • Billboards- Placed in Downtown Washington D .C ., Time Square (NYC), Chicago, and L.A. California • Light Poles- The light poles and street poles through out Washington D .C . (Downtown, Capitol Hill and sur rounding areas) • Wrigley Field • “Candy Bomber” Stunt at the Washington Monument 2 . Print (2 ads in each publication) 3 . Magazines- Sports Illustrated, Time, and People (all pub- lished by Time Inc .) 4 . Digital • Promoted Posts- Instagram and Facebook • Paid Advertisement- Twitter Page 25 Promotion For every specially marked box of Tootsie Pops sold in the month of July, we will donate those profits to help military veterans readjust to ci- vilian life . While we recognize that such a pro- motion will generate short-term losses, the goodwill and publicity garnered by it will increase consumer traffic and strengthen brand loyalty . Page 2626 Page 27 .
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