THE ASK: Use smart comms planning to help Polar Seltzer improve awareness and brand perception among two audiences in the Eugene demographic area: healthy moms and general audiences ages 25-54.
THE STRATEGY: Create more seltzer drinkers in a market with weak category development by converting diet soda drinkers into seltzer drinkers.
THE WORK: Conducted primary research including surveys and store visits, used data from Simmons OneView, WARC, eMarketer, Mintel Reports, MarketResearch.com, IBISWorld, and SRDS to learn about the seltzer market, identify opportunities for Polar, and build a comms plan.
Selected as the winning student media plan by a brand representative from Bigfoot Beverages, Polar's local distributor.
Student Spec Work
Group: Hannah Lewman, Wenxuan Nie, Dana Norder, Oscar Santos