BAI

HI

definition

Kait Turkett, Dominique Falcone, Emily Helwig, Jess Merrill

&
11
Marianna Dunbrook

AGENCY STRATEGY

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EXECUTIVE SUMMARY
Bai 5 is an all-natural drink made from coffeefruit, the antioxidant filled shell that
covers the traditional coffee bean. Bai 5 boasts five reasons for consumers to love
its many tropical flavors. Its all-natural, certified organic including the sweeteners used to flavor the drink. Its packed with antioxidants from the superfruit casing of the coffee bean, and has only one gram of sugar per serving.
Additionally, Bai is gluten free, soy free, vegan and Kosher, and it all comes together in a great tasting, five calorie drink. But what does Bai mean? Bai 5s
founder Ben Weiss said, The name - the Mandarin word for pure - was chosen
to represent the simple, natural goodness of a beverage dedicated to fostering
great health.
Our mission is to place Bai as the top juice drink choice for ladies on the go. We
want to let them know that they can balance their work hard, play hard approach towards life, and Bai 5 will help them get there. Through print, television,
and online advertisements, paired with out-of-home and brand activation strategies, HiDefinition will instill in the minds of our target market that Bai 5 is the
best choice when enjoying a healthy, delicious drink.

HI

BEST
DECISIONS

definition

EXECUTIVE SUMMARY PAGE 2

AGENCY STRATEGY PAGE 3
HISTORY PAGE 4
COMPETITOR ANALYSIS - PAGE 5
SWOT page 6
environmental analysis page 7
objectives & budget page 8
research page 9
Brand value proposition page 10
Target audience page 11
campaign strategy page 12
big idea page 13
creative strategy page 14
print ads page 15
print & internet ads page 16
commercial storyboard page 17
ooh ad page 18
creative testing page 19
media strategy page 20
media choices page 21
media schedule page 26
media budget page 27
brand activation page 28
evaluation page 32
creative brief page 34
bios page 35

THE

TABLE OF CONTENTS

ARE MADE IN

high definition.

As a full-service Integrated Marketing Communications firm, we at HiDefinition are committed to

providing our clients with effective and innovative campaigns. We are an ambitious team of professionals dedicated to developing and implementing new and cutting edge strategy. Our goal is to
discover new trends in the industry and make sure our clients stay updated in their different markets
with their respective audiences. Our firm encompasses the five principles below to define our different clients brands with a campaign strategies that bring only success.

dedication
ambition

creativity
innovation
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HISTORY

COMPETITOR ANALYSIS

BAI 5 IS A CERTIFIED ORGANIC, ALL NATURAL FRUIT JUICE

CONTAINING COFFEEFRUIT.

VITACOCO
Strengths
- Popular celebrity endorsers including Madonna & Rhianna
- Distributed internationally
- Unique packaging
- Consistent branding throughout
all platforms

CEO & Founder Ben Weiss travels for twenty years to exotic locations in search of the best quality green coffee available. In his
travels, Weiss discovers coffeefruit, the casing that surrounds the
coffee bean, a powerful antioxidant.
Weiss starts a makeshift lab in his familys kitchen working for
over a year to combine coffeefruit with different ingredients to
create a delicious and healthy drink.

VITAMIN WATER

2009

BAI 5 IS OFFICIALLY ESTABLISHED.

Initially, Bai 5 is distributed solely to health food stores in Princeton, NJ, but soon grows to be nationally distributed.

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Strengths
- Vitamin Water is a progressive, wellknown brand recognized for its low
calorie count
- Variety of distinct flavors
- Variety of different products including Smart Water
- Strong social media presence
- Popular celebrity endorsers such as
Ellen, Jennifer Anniston & 50-Cent
Weaknesses
- Product contains no real fruit juice
- Deceiving serving sizes
- Contains unnatural ingredients
such as corn syrup
- Higher in sugar

Weaknesses
- Specific/acquired taste
- Easily damaged packaging
- Smaller serving
- Higher in sugar & calories
- Comes in one specific flavor

SPARKLING ICE
Strengths
- Low in calories
- Variety of different flavors
- Low price
- Widely distributed
Weaknesses
- Includes artificial sweetener (Splenda)
- Artificially colored
- Dated packaging and website
- Perceived as lower quality partial
to its lower price

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SWOT

OPPORTUNITIES

ANALYSIS

STRENGTHS

Product is highly innovative

Only drink that uses the
newly discovered health
benefiting coffee superfruit
Wide variety of multiple
flavors
Product contains caffeine
which can reach a sub-target
market
High in antioxidants and low in
sugar
Five calories per serving gives
products competitive advantage in
health drink market
Sensitive to food allergies and dietary restrictions
such as gluten free, kosher, soy and glycemic free creates
a niche market
Website is easy to navigate and minimalistic

WEAKNESSES
More expensive product which decreases potential
market share
Product has very low level of awareness
Because the unique ingredient of coffee superfruit has
never been used before, there is speculation of its credibility and its claimed health benefits

Audiences could be under the impression
that the health drink is dehydrating because it
derives from coffee
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More flavors can be added to the brands collection

There is potential to reach more than target market of 18-24 year old females
Society is continuing to become more health
conscious
Ability to expand the brands types of products
and promotions- recipes, daily exercise routines, and/
or create ways to enhance mental and psychological
health
Increase social media presence
Increase overall product awareness
Potential to introduce a marketing strategy similar
to that of Toms the social responsibility approach
could increase sales and help establish
the brands credibility and reinforce
its mission

THREATS

Competitors have a higher brand

awareness
The price of repackaging and relabeling due to new food labeling
regulations
Distribution is scattered
The slow rise from the recent
recession is causing people to
spend less, cutting out products like Bai 5

ENVIRONMENTAL
ENILDAEHANALYSIS
FORCES
There is a growing interest in todays society to be healthy, and the natural foods movement is quickly
spreading, especially among young people. Bai 5 has just five calories, and is made out of 100 percent
natural ingredients which makes it appealing to those who want to be seen buying healthy products. It
also contains antioxidants, which help combat the negative effects of stress, and is gluten free.

COMPETITIVE FORCES
Bai 5s competitors include brands such as Vitamin Water, VitaCoCo and Sparkling Ice. Bai 5 offers a super
low calorie, low sugar, and antioxidant rich drink infused with natural flavors -- all of which can only be
found together in Bai. One thing that sets Bai 5 apart from the competition is the boost of caffeine it gives
you. Its the light energy from a cup of tea, but in a great tasting, crisp, 5 calorie juice.

ECONOMIC FORCES
When looking for an on-the-go drink, young consumers are looking for something that tastes great, makes
them feel good, and is easy on the wallet. While Bai 5 may be a little more expensive than some of its competitors, it offers unique elements like antioxidants and caffeine in a super low calorie, tasty drink -- not
found together in any other juice drink on the market. Plus, Bai 5 is sold at stores like Target, WalMart, and
CostCo, all places where price conscious consumers shop.

REGULATORY FORCES
With all of the regulatory laws banning high sugar sodas and other drinks, Bai 5 is a healthy alternative for
young people that follows these new regulations and standards. Also, the FDA encourages natural foods
and drinks with low sugar, and Bai 5 fits that standard.

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OBJECTIVES
MARKETING OBJECTIVE
To increase the sales of Bai 5 by 9%. We will highlight Bai 5s unique and beneficial attributes
relative to our target audience to accomplish this objective.

ADVERTISING OBJECTIVE
To increase comprehension by 70% and conviction by 50% within our primary target market of 18-24 year old women. Therefore, 70% of our target will understand and recognize
our message and 50% will act on it. Our effective reach is 70% with an effective frequency
of 4.

TIME FRAME
The Indulge Your Health campaign will run for a year. It will begin April 1, 2016 and end
April 1, 2017. We are using a pulsing media campaign that allows us to have audience.

BUDGET
SUMMARY
We have been allocated 12 million
dollars to execute our campaign.

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Television: $1,620,000
(13.5%)
Transit/ BB: $2,610,840
(22.5%)
Internet:
$5,393,372 (45%)
Magazine: $1,075,937 (9%)
Production Costs: $ 1,200,000
(10%)

RESEARCH
RESEARCH OBJECTIVES
1. Determine womens awareness and perception of the Bai 5 brand within our target
market
2. Determine what women want and need from a health beverage and further understand their purchase behavior
3. Determine the best media channels and vehicles to target our audience most effectively

PRIMARY RESEARCH
1. HiDefinition Agency conducted one-on-one personal interviews with women within our target market to further understand their perception of the brand and their relationship with the product. We interviewed 10 women within our primary and secondary target markets.
2. We designed a survey using SurveyMonkey to further determine the consumer behavior of our target audiences. We want to know what the consumer is looking for in a
health drink and further determine when they would consume the product.

SECONDARY RESEARCH
Production Costs
Television
Out of home
Internet
Magazine

HiDefinition used Simmons OneView to determine the media vehicles and channels our
primary and secondary target markets use most frequently. We are targeting people
within the age of 18-24, but primarily women. We discovered there is a high social media and Internet presence amongst these segments. After, we examined social media
and product reviews to further solidify our target markets psychographic.

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TARGET MARKET

BRAND VALUE PROPOSITION

FUNCTIONAL BENEFITS
Bai 5 is an innovative and unique health beverage that comes in a variety of nine exotic flavors and provides a multitude of functional benefits. It is specified in the brand name that
there are five major benefits that the products provide, which include it being five calories,
100% natural, gluten free, glycemic free and antioxidant packed. Additionally, Bai 5 is kosher, low sugar, and has a boost of caffeine. What makes this product unique is the wide
range of health benefits it provides for its consumers without a lack of unique and fruity
taste.

QUINN
Quinn is a junior in college majoring in Environmental Studies. She is originally from Burlington,
Vermont and is determined to positively impact
the world. Quinn is the head of the Compost Club,
an avid gardener, and strict vegan. Between her
schoolwork, saving the environment, and doing
yoga she looks for a natural, vegan health drink.

EMOTIONAL BENEFITS
Since Bai 5 only contains five calories, consumers do not have to feel guilty for drinking a
satisfying, fruit drink. Health conscious consumers want to receive the value of fruit and vitamins, while not consuming too many unwanted calories that will derail the benefits they
are trying to achieve. Consumers can feel confident in their decision of choosing Bai 5 as a
drink on-the-go or anytime. Additionally, they can gain self-confidence because they are
following the health-focused goals they have set for themselves.

SELF EXPRESSIVE
Consumers that drink Bai 5 can be identified as both health and environmentally conscious, adventurous, and dedicated to having a balanced
life. They are highly passionate people that take their health and work seriously, while still living an adventurous and ambitious lifestyle. They understand the amount of effort they need to put into their health and that
Bai is the best ways to achieve their personal goals. The naturalness of
the product contributes the cultural revolution of going green and being
environmentally conscious.

10
10

RACHEL
Rachel is an 18-year-old high school
senior from Hershey, Pennsylvania.
She is the treasurer of her class and
captain of the soccer team; a natural leader. Rachel is a highly involved
and well-rounded woman that enjoys spending time with her friends,
exercising, and reading. As
shea prepares to go to her
dream college and keep
up with all her extra activities,
she tries to lead the
healthiest lifestyle
she can.

HEATHER
Heather is a young professional that
just moved to San Francisco, California. She works in the Human Resources Department for a Fortune
500 company. This job setting has a
high stress environment that is fast
paced, which requires her to take
on a multitude of responsibilities.
Off the job, Heather focuses on her
health by running and hiking with
her friends. As she is working hard
in all the realms of her life, she
needs a tasty and fruity drink that
will not derail her efforts.

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CAMPAIGN STRATEGY

KEY INSIGHT

HiDefiniton Agency found through audience research that women are looking
for a health beverage that is a natural and great tasting low calorie drink that
they do not have to feel guilty about. Women in our target audience are in a
major growth stage of their life and attempting to keep a balance throughout
their busy lives, especially when it comes to their health. Our focus is to purify
and enhance the health of the ambitious and busy woman.

THE PROMISE
HiDefintion Agency will focus on providing Bai 5 drinkers with a guilt-free duality of indulgence and health benefits to support the balance they attempt to preserve as they take on
their daily adventures with confidence, energy and satisfaction.
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12

BIG

INDULGE
E
D
I

YOUR
health.

Not many people know about Bai 5, its incredible health benefits and its unique
ingredients. There are also a lot of competitors that are highly established
brands already and Bai 5 needs to differentiate itself from them. HiDefinitions
challenge is to increase Bai 5s awareness and show our target market that this
is the healthiest option on the market. Bai 5 is for anyone that wants a low sugar
or low calorie drink that has a fruity delicious flavor.

THE

THE CHALLENGE

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1

CREATIVE

PRINT ADS

CREATIVE STRATEGY
Through careful research and analysis, we at Hi Definition have devised a creative strategy
that will draw more attention our brand, Bai 5, by incorporating the beliefs and needs of
our target audience with a friendly and insightful design. Our creative is centered around
our active and hardworking targets desire for something both healthy and indulging. Our
campaign strategy focuses on how Bai 5 is the perfect indulging treat that is also guilt-free
and healthy.

INDULGE

ART DIRECTION

YOUR
health.

Each of our print advertisements show our target audience engaging in active, hardworking, and healthy activities. To play up the healthy and energizing aspects of Bai 5 we have
developed advertisements with high contrast, saturation, and clarity. We felt that it was important to show the package on all of our creative, so you can find a flavor of Bai 5 on all of
our media. We consistently use green text in our ads to associate our product with healthy
and natural connotations. The transparent curved break that appears on our magazine ads
is used for motion and a break for our text to lay.

COPYWRITING
On each of our advertisements, our tagline Indulge your health will appear. This tagline is
used to promote our big idea that Bai 5 is both an indulging treat and a healthy drink. There
is also a second placement of copy that explains why Bai 5 fits in perfectly with the lifestyle
of the woman in each scene of our ad as well as including a health benefit of drink that relates to the scene. We have include a call to action in some of our print ads, prompting our
target audience to either go to our website or like us on Facebook.

14
14

INDULGE
YOUR
HEALTH.
The perfect balance of health & taste.
100% Natural.
FOR MORE INFORMATION, VISIT DRINKBAI.COM

WE MADE A
DRINK THAT
WORKS AS
HARD AS YOU
DO.

PACKED WITH ANTIOXIDANTS AND A SHOT OF WHITE

TEA THAT WILL GIVE YOU THE EXTRA BOOST YOU NEED.
FOR MORE INFORMATION, VISIT DRINKBAI.COM

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PRINT AD

STORY BOARD

INTERNET AD

Length: 30 Seconds
Track: Rather Be - Clean Bandit
Ft. Jess Glynne

Voice over: LADIES, WE TRAIN HARD,

WORK HARD, AND EAT RIGHT. BUT
WHEN ALL OF THAT LEAVES YOU
WANTING MORE DONT CAVE IN TO
SUGAR...

Indulge
YOUR health.

Adventure time means

youll need a guilt-free
pick me up.

YOUR
INDULGE

YOUR

HEALTH.
5 Calories.
1 Gram of Sugar.

2.

1.

3.
VOICE OVER: INSTEAD,
INDULGE IN YOUR HEALTH GRAB A
BAI 5, WITH ONLY 5 CALORIES, LOADS
OF ANTIOXIDANTS, AND 9 DELICIOUS
TROPICAL FLAVORS ITS THE PERFECT
CRAVING KILLER THAT FITS IN WITH
YOUR HEALTHY LIFESTYLE.
We at HiDefinition created a commercial
that every health conscious woman could
relate to. We show the simple problem of
working hard, eating right and conquering the craving for something sweet. Thats
where Bai 5 comes in, with a satisfying taste
to defeat that craving and remain on par
with every woman's healthy lifestyle.

FOR MORE INFORMATION, VISIT DRINKBAI.COM

16
16

FOR MORE INFORMATION, VISIT DRINKBAI.COM

4.

5.

717
1

OUT OF HOME AD

CREATIVE TESTING
THROUGH OUR CREATIVE STRATEGY DEVELOPMENT AND IMPLEMENTATION, WE RECEIVED A
GENERALLY POSITIVE RESPONSE FROM OUR TARGET AUDIENCE.
GENERALLY, PARTICIPANTS HAD LITTLE TO NO KNOWLEDGE OF BAI 5 AS A BRAND.

indu
lge
FOR MORE INFORMATION, VISIT DRINKBAI.COM

18
18

.
h
t
l
YOUR ea
h

HOWEVER, AFTER SHOWING THEM OUR ADVERTISEMENTS, WE WERE ABLE TO GENERATE A BETTER UNDERSTANDING AND RECEIVE DIFFERENT REACTIONS.
ADDITIONALLY, WE HAD SEVERAL PARTICIPANTS NEW TO THE BRAND TRY BAI 5 FOR THE FIRST
TIME. THEIR REACTIONS WERE POSITIVE, AS ANTICIPATED.
PARTICIPANTS DESCRIBED BAI 5 AS:

g
n
i
h
s
e
r
f
e
r

tropical
trendy

p
s
i
r
c
healthy

919
1

MEDIA OBJECTIVES
REACH
TARGET AUDIENCE

Bai 5s target market is women ages 1824 years old, with a secondary target
market of men ages 18-24 years old.
Our primary target market consists
of health conscious, versatile women
that attend college or are young professionals. These women want to keep
a balance in their life, especially when
it comes to their health and do not
want to feel guilty for drinking something they enjoy. We would also like
to reach our secondary target market
of men that are trying to achieve the
same healthy, balanced lifestyle.

GEOGRAPHIC
SCOPE PLACEMENT

20
20

HiDefinition will run this advertisement campaign on both national and

regional levels. Due to Bai 5s recent
expansion to a national distributor, we
will be advertising our television commercials, magazine and internet ads
nationally. Our billboards will be displayed regionally in major cities, such
as New York City, Los Angeles, Boston
and Miami. These cities are all heavily
populated with college students and
young professionals.

MESSAGE WEIGHT
The women within our target market
mostly use the internet as their main
media source. HiDefinition Agency
will put a higher weight on the internet advertisements. We also recognize
that the women in our target market
are constantly on the go, so we have
also placed a heavier weight on Out
of Home advertising. These women
also read magazines and watch television, but to a lesser degree, so we have
placed less weight on these mediums.

REACH & FREQUENCY

HiDefinitions effective reach is 70%
with an effective frequency of 4.

REACH & FREQUENCY

A pulsing media schedule will be used
during this campaign. There will be
continuous exposure to Bai 5s advertisements with heavier frequency
during strategically specific times
throughout the year. We will advertise more heavily during the spring
and summer months when women
are more focused their body image.
We are also keeping in mind the times
when college students will be present
in the major cities that our billboards
will be displayed in.

MEDIA CHOICES
DIMENSIONS
Television : 30
Second Commercial
Magazine: 1 full
page color &
page color
Internet: Banner (468xx 60
px), Skyscraper
(120 x 600 px), 30
Second Pre-Roll
Commercial, &
Rectangle (300 x
100 px)
Billboard: 48 feet
x 14 feet

INTERNET
BANNER AD
HiDefiniton Agency found through audience research that women are looking for a health beverage that
is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our
target audience are in a major growth stage of their life and attempting to keep a balance throughout their
busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the
ambitious and busy woman.

PRE-ROLE COMMERCIAL
HiDefiniton Agency found through audience research that women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it
comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.

PRE-ROLE COMMERCIAL & BANNER

HiDefinition wants to grab the attention of college students and grow their awareness of the brand. The frequency of the
advertisements on this website will increase the attention of the viewers to the product, making them more apt to interact
with the ad.

PRE-ROLE COMMERCIAL
HiDefinition wanted to also target a less formal online news source that was used often by 18-24 year
olds. The Onions journalism provides humor, relatable daily life pieces and opinionated news.

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2

INTERNET CONTINUED

MAGAZINE
COSMOPOLITAN - 3,015,858

SKYSCRAPER

HiDefinitions target market are young women trying to keep up with

fashion, general news and entertainment. E! Network is beneficial for
our primary target and synergistic with the television advertisements.

BANNER & RECTANGLE

HiDefiniton wanted to use the same frequency tactic with Cosmo, just as we did with CollegeHumor. HiDefinition also used
the synergistic tactic of using ads in both the magazine and the
website. Cosmopolitan is a very well established and popular
source of media to our primary target market.

BANNER

CNN attracts a large amount of viewers, but young professionals and college students particularly have a need to
be up to date with their current events. CNN is a reliable
and popular news source often used by this target market.
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22

For all the women who are looking for fashion, dating tips, and celebrity
news, Cosmo has been the ultimate source of this information. The psychographics of our target match with Cosmos status oriented articles
and relatable tips about health, beauty and fashion.

ALLURE - 1,168,138
HiDefinition recognizes our target market as young professionals that are
concerned with their appearances and health. Allure is a great media vehicle to grab womens attention and point it towards Bai 5.

FITNESS MAGAZINE - 1,501,058

Fit Magazine is for women who are serious
about their health and having a balanced
lifestyle. Bai 5s values and missions are very
similar to Fitness Magazines and HiDefinition
feels that this properly targets the ideas and
goals of the women within our target market.

323
2

TELEVISION
HiDefiniton chose to advertise on
E! Network because a majority of
our target market watches one or
more shows that are broadcasted
on this network.

24
24

TLC is a very popular network that our target market watches because it revolves
around personal stories, lifestyles and family life; three main factors that our target
market considers very important.

TELEVISION
The people within our target market are in a
somewhat transitional stage of their life and
attempting learn and find inspiration on
how to establish organization in their own
homes.

There is a heavy weight of our target market

that watches ABC Family. This will increase our
exposure and frequency.

525
2

MEDIA SCHEDULE

TRANSIT

INTERNET

TELEVISION

PRINT ADS

MEDIA BUDGET

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26

727
2

BRAND ACTIVATION
1. Bai 5 and the Fab 5:
Objective: To raise brand awareness and equate our brands name with one of
the biggest events in the world.
Strategy: With the 2016 Summer Olympics taking place in Rio de Janeiro, Brazil,
its a perfect opportunity for Bai 5 to extend its brand activation through a partnership with returning Olympian Gabby Douglas and the United States womens
gymnastics team. Bai 5 is a healthy, natural way to get energized for the day, a
good alternative to soda or coffee drinks for the athletes. Rio is a tropical locale, a
great pairing with Bai 5s tropical flavors. Also, women in our target market identify with Olympians who are around their age.

28
28

2. Bai 5 flavor challenge

Objective: To increase brand recognition and interaction within our target market of
18-24 through social media platforms they use most.
Strategy: Our target market is the most active generation in terms of social media usage on both computers and mobile devices. Through the platforms of Twitter, Facebook, and Instagram, anyone with an account can propose the newest Bai 5 flavor by
Tweeting, uploading a photo, or creating a status with the hashtag #Bai5FlavorChallenge. Along with this promotion, anyone who likes our Facebook page will have access
to a coupon for 50 cents off any Bai product at any retailer.

29
29

4. bai 5 & lulu for a healthy life

3. Bai 5 gives back
Objective: To increase Bai 5s corporate social responsibility and public image by
giving back to the community that helps make Bai 5 what it is.
Strategy: In the six weeks leading up to Earth Day 2016, Bai 5 will lead a fundraising effort to give back to the Indonesian community where founder Ben Weiss
discovered the coffee superfruit that is an integral part of the Bai 5 brand. With
every Bai 5 purchased, a percentage of the total sales will be donated to the community where the coffeefruit is found.

30
30

Objective: Enhance the healthy and active image of the brand by directly linking it to our target's favorite
athletic clothing brand, Lululemon Athletica.

Strategy: Our brand will put out dual advertisements, media and promotions with Lululemon Athletica.
Lululemon is a self described yoga-inspired athletic apparel company that appeals to our target audience. To
promote Bai 5's healthy image, we decided to partner with Lululemon to increase our sales. First, we promote an incentive coupon of when you make a purchase of $75 or more, you get a free bottle of Bai 5. This
will ultimately bring first the awareness of the product. Next, we will place vending machines of Bai 5 in the
Lululemon flagship stores. In those particular bottles of Bai 5 will have a code at the top of the bottle which
will have unlock coupons on the Lululemon clothes. One bottle per machine will also have a code to unlock
$50 gift card to the store. Lastly, to incorporate social media in our partnership with Lululemon, we will
hold an instagram contest where we will encourage women to take a pictures of themselves with their Bai 5
bottles while wearing their Lululemon apparel on Instagram using the hashtag #BaiandLuluForAHealthyLife.
Using the has tag we will pick a winner every week and repost their picture and name on our Bai 5 Instagram
account and Lululemon's Instagram account. Whether they are at the gym, going for a jog in the park or out
walking their dog, the Instagram will promote both the active and healthy images of both Bai 5 and Lululemon.

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3

CONVICTION & COMPREHENSION

HiDefinition has three main objectives: to increase comprehension of

Bai 5 by 70%, increase total conviction by 50%, and increase total sales
by 9%. These goals and their accomplishments will be solely met and
determined through the intensity and frequency of advertising and
brand activation tactics throughout the year, varying with each month.
MONTH

COMPREHENSION

CONVICTION

PERCENTAGE

EVALUATION
SALES

TIME /MONTH

PERCENTAGE

PERCENTAGE OF SALES

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32

TIME /MONTH

333
3

HI

definition

competitors: VItamin water, vitacoco coconut water & sparkling ice

Bai 5 provides five great benefits that are unique and innovative within its product market. Bai 5 is the only drink
that has 5 calories per serving and as low of sugar as it does. Bai 5 drinkers can feel confident drinking the product because it is both satisfying and benefits their health. It provides a guilt free feeling that consumers cannot
gain from their other more well known competitors. Bai 5 will allow consumers to maintain their natural, healthy
and balanced lifestyle.

underlying emotional need:

We will solve this issue by positioning the product to highlight its unique attributes and benefits as well as its
great taste. HiDefinition will focus on the duality of the product as both a satisfying treat and a beneficial addition to the consumers diet. We will establish this duality by using balance as a parallel and reiterating the five different health benefits that consist of the product being 100% natural, antioxidant packed, 5 calories, low sugar,
and naturally sweetened as supporters. This campaign will reiterate the fact that people can enjoy Bai 5 without
having to feel guilty for it being unhealthy. They can indulge their health in the exotic and delicious flavors of
Bai 5. The satisfaction of its taste and the health benefits it provides will allow people to feel confident in their
decision of choosing Bai 5 and also give them extra support while attempting to balance their busy lifestyles.

There is lack of awareness of the Bai 5 product within our target market. The target needs to be informed and exposed to the benefits of Bai 5, because it is comparatively unique to the market it is in. Bai 5 is often perceived by
our target audience as an unknown product compared to their more well-known competitors. They are unaware
of the ingredients and how it is better than the other products.

advertising problem:

Our primary target market is women ranging from the ages of 18-24. Our secondary target market is men ranging from ages 18-24. The primary target market for this campaign focuses on women that are college students,
graduate students, or young professionals. These women are active and status oriented individuals that lead both
social and health conscious lifestyles. They want a product that will reflect and benefit their lifestyles as well as
their values.

target Market:

Time Frame: This will be a year-long campaign, starting in April 2016 and ending in March 2017.

Advertising Objective: HiDefinition will increase comprehension by 70% and conviction by 50% in the target market of women ages 18-24 after the completion of the this campaign. The effective reach of this campaign is 70,
with an effective frequency of 4.

Marketing Objective: This campaign will increase the sales of Bai 5 by 9%.

goals:

Our mission at Bai is to share the powerful antioxidant goodness of coffees superfruit with the world while impacting our communities locally, inspiring individuals personally and always moving forward toward optimum,
healthy living.

mission statement:

Bai 5 is a privately owned company founded by Ben Weiss while searching for the best quality green coffee. This
is where Weiss discovered the power and antioxidant packed shelling of the coffee bean could be made into
a healthy and delicious beverage. The word bai actually means pure in mandarin, which displays the products
focus on naturalness. Bai 5 was only sold in Princeton, New Jersey at first, but through word of mouth the brand
began distributing nationwide in a variety of nine flavors. As Bai 5 continues to grow, they consistently focus on
the unique attributes of low sugar, five calories, gluten free, kosher and 100% naturalness.

History:

CREATIVE BRIEF

MEET OUR
TEAM
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HI

Kait Turkett

Kait is a sophomore at Ithaca College pursuing a degree in Integrated Marketing

Communications with a minor in Politics.
Currently, Kait is a marketing intern for the
United Way of Tompkins County as well as a
leader within the on-campus organization,
Ithaca College United Way. Kait aspires to
work in the field of government relations
after graduation and move to Washington,
D.C. Kaits favorite Bai flavor is Pomegranate.

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MEET OUR
TEAM
Emily Helwig
Emily is a senior journalism major at Ithaca
College, with a minor in Integrated Marketing Communications. Most recently, Emily
served as an editorial intern in Los Angeles
at The Hollywood Reporter, and a public relations intern at Love PR. After graduation,
she plans to leave her hometown of Buffalo, NY to pursue a career in entertainment
journalism or television scriptwriting. Emilys favorite Bai 5 flavor is peach.

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MEET OUR
TEAM

HI

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Dominique Falcone
Dominique is a sophomore Ithaca College
student studying Integrated Marketing
Communications with a minor in Art History. Dominique has been a middle distance
runner of the Ithaca College Track and Field
team. Currently, she is a sales associate at
kate spade new york. She plans to study in
Los Angeles for the spring of her Junior year.
She is originally from Westchester, New
York. She hopes to pursue a career in marketing in the fashion industry. Dominiques
favorite flavor of Bai 5 is Dragonfruit.

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MEET OUR
TEAM
Marianna Dunbrook

Marianna is a sophomore Integrated Marketing Communications student at Ithaca

College. Currently, Marianna is the Design
Editor at The Ithacan and next semester
will be Co-Advertising Chair for SAB. This
summer Marianna will be interning at MediaVest in New York City and next spring
will be spending the semester in LA. Upon
graduation, Marianna intends to pursue a
career in branding or public relations. Mariannas favorite Bai 5 flavor is Mango.

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MEET OUR
TEAM

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Jess Merrill
Jessica is a sophomore Ithaca College student studying Integrated Marketing Communications with a minor in Still Photography. Currently, Jessica is a photographer
for the on campus organization, HiFashion
Studios and hopes to study in New York
City the spring of her Junior year. She is
originally from Manchester, Vermont and
hopes to move to New York City after graduation and pursue a career in photography
or public relations. Jess favorite Bai 5 flavor
is also peach.

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