Nackard Pepsi Bottling Co.
Advertising · April 2021
Advertising Campaign - Product Launch
Nackard Pepsi Bottling Co. needed to launch Propel Immune Support in Flagstaff, a drink no one in our focus groups had heard of. We turned that research into one idea, “Taste the flavor. Feel the hydration.”, and built it across social, outdoor, video and radio. Nackard Pepsi chose it as the best campaign presented, and the radio spot Jimmy Moreau wrote and produced ran on air.
- #1
- campaign chosen by Nackard Pepsi from those presented
- Influencer
- creator partnership built into the launch plan
- 4 formats
- social, outdoor, video and radio from one idea
What we did: Research · Positioning · Social · Outdoor · Radio · Video storyboard
Read the Case Study
The challenge
People in our focus groups knew the category, but none of the six participants had heard of Propel Immune Support. The campaign needed to make Orange Raspberry and Lemon Blackberry easy to remember, then use zero sugar, electrolytes, vitamin C and zinc to show why the drink was worth trying.
What we did
- Ran two Zoom focus groups on March 12 and 17, 2021, with six people aged 18 to 25. Awareness was low, simple nutrition cues mattered and flavor made the idea more appealing.
- Built the campaign around one line, “Taste the flavor. Feel the hydration.”, leading with the two launch flavors before explaining the product and giving people a next step.
- Created social posts for the launch, flavor discovery and a creator partnership, plus an outdoor board, a 15-second video storyboard and a radio spot.
- Planned a two-week Flagstaff rollout across paid social, online video, field sampling and creator partnerships, with a plan to measure awareness, whether people took away the key message, and trial.
Radio spot
“Meet Propel Immune Support. Orange Raspberry or Lemon Blackberry, with electrolytes and zero sugar. Taste the flavor. Feel the hydration. Find Propel Immune Support near you.”Radio spot · written and produced by Jimmy Moreau
Outcome
Nackard Pepsi chose our campaign as the best of those presented, and the radio spot Jimmy wrote and produced ran on air. The plan set two targets to measure against: a 20 percent lift in aided awareness, and 70 percent of people who saw the campaign taking away its key message.
More from the project
Credits
Team: Taylor Blackwood, Cassidy Ledford, Jimmy Moreau, Sarah Patterson and Sammy Pieri. Jimmy Moreau: team lead and creative executions. Cassidy Ledford: background, creative brief and creative executions. Sammy Pieri: focus groups. Sarah Patterson: media plan and social calendar. Taylor Blackwood: creative strategy. Created as Team 4 in NAU’s ADV411C course, April 2021. Lifestyle and fruit photography in the visuals was generated to illustrate the concept, and the product images show the 2021 packaging.
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