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Poppi Soda Senior Capstone Ad Campaign
Client
Poppi
Location
James Madison University
Role
Researcher, Strategist, Art Director, Copywriter, Film Director, Designer
Date
2023
Type
Campaign
Medium
Print, Television, Social Media, Branded Product Placement, Viral Video, Out-of-Home, Geurrilla Marketing
The Task
For my senior capstone project in my Creative Advertising Campaigns class,
we were asked to pair up with several of our classmates to form a miniature
ad agency. In a semester-long endeavor, we developed a comprehensive
ad campaign from start to finish for a brand and target audience of our
choice. My collaborators and I established Cosmos as our agency and
chose Poppi as our brand. We spent many days together building our
campaign, researching, brainstorming, filming, and working on the book
in Adobe InDesign. We are extremely proud of the results!
The Research
We started with secondary research about and product. Then conducted primary research by sending out a survey and hosting a focus group -- both approved by the Institutional Review Board (IRB). Here are some key takeaways:
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Participants have been interested in healthy soda before and most have heard of Poppi
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Raspberry Rose and Strawberry Lemon tied for first place in the taste test
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93% of those who've tried Poppi before said they liked it and 89% said they would try it again
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95% of the participants said that Poppi's packaging would peak their interest when shopping
The Target
Our target was 18-24 year olds, which is represented in our persona Jules Martinez. The target would likely be in college, graduate school, or living their best post-grad life. Here's a little bit more about Jules:
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22 years old
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Female
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$71,459 average yearly salary
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College graduate
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Resides in Crystal City, Virginia 22202
The Desired Mindset
We want Jules to desire poppi over unhealthy sodas and other healthy alternatives (Oli Pop). We want her to go straight for Poppi when she walks down the soda aisle. Ideally, Jules would feel that Poppi is a brand that acknowledges their customers’ health and produces high-quality products.
The Product
Poppi was founded in 2015 initially as a soda called Mother Beverage. After
appearing on Shark Tank in 2018, the company rebranded to Poppi. The
timing of Poppi’s relaunch was a huge factor in their success because it was
during a time where a lot of people were focused on their health (pandemic)
and very conscious of what they put in their bodies.
The Objective
Our first goal was to recall the health benefits of Poppi. The second was to emphasize the taste and the 10 delicious flavors Poppi has to offer. We wanted to back the notion that Poppi is the first-choice soda alternative, while promoting the health benefits provided by Apple Cider Vinegar as the main ingredient.
We crafted our tagline together: "Poppi: feel good, drink better."
The Big Idea
Poppi gives wellness a new flavor.
The Deliverables
1 Brand product placement scene
1 Guerilla marketing ad
1 Viral video
1 Television commercial
3 Print ads
2 Out-of-home ads
10 Social media ads
Collaborators
Meredith Orne, Rachel Nohe, Kameron Franks, Carson Polk, and Ally Farber
Professor Feedback
This is the first time I've given a one-hundred percent on any research submission in...
MANY, MANY YEARS.
"
"
Print Ads and Mockups
Out-of-Home Ads Mockup
BILLBOARD
MALL DISPLAY
Branded Product Placement Mockup
I was in charge of this entire part of our project, from editing the images in Adobe Photoshop to writing the screenplay! We chose the popular reality show Love Island as the ideal candidate for a partnership with Poppi. Contestants like to balance their time between doing fun and healthy activities like going to the on-site gym. Poppi is an ideal drink to keep them feeling happy and healthy.
THE SCENE
On one night, the men cook a 3-course meal for the girl they’re coupled up with. We chose to put a large group of Poppi on the counter when the men first started cooking to encourage them to grab one.
Then, our second image sees a contestant reaching for his Poppi.
In the third image, we see the men playing around instead of cooking, with Poppi cans sprawled across the kitchen while a conversation about the benefits of Poppi progresses.
THE SCREENPLAY
TV Commercial
This commercial is my brain baby! Filmed and edited by Carson Polk, the television spot is the creative conceptualization of a storyboard I drew during our brainstorming sessions, as well as a script I wrote. It's a humorous take on the sound of a soda can opening, substituting the soda can for fresh fruit, intertwining the two and creating a metaphor for the combination of health benefits and delicious flavor Poppi has to offer.
Once the woman (a college student in her apartment) figures out that what she actually makes is Poppi, she is shocked at first, but then takes a sip, surprised that she enjoyed the soda alternative.
Guerilla Marketing Mockup
POPPI PICKIN'
What better way to reach our target than right on their college campus? Our guerrilla marketing Poppi Pickin' stands would pop up on campuses all over the country. Students could grab one on their way to class, the library, or back to their dorms. This is a creative play on the apple cider vinegar in Poppi!
Viral Video Mockup
Social Media Ads Mockup
LEMON8
