We were tasked with a final project in our Advertising course to collaborate with a group and create a full advertising campaign for a brand of our choosing. We developed a campaign for Pretzel Crisps with a focus on creating overall brand awareness and differentiating the brand from other pretzel thin competitors. Our overall goal was to increase sales by 8% with a budget of 13 million dollars.

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3. Agency and Brand Strategy
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4. 4
Environmental Analysis

5. 5
Competitor Analysis

6. 6
SWOT Analysis

7. 7
Objectives and Budget

8. 8
Research

9. 9
Brand Value Proposition

10. 10
Target Market

11. 11
Campaign Strategy

12. 12

13. 13
Creative Overview

14. 14
Creative Executions

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16. 16

17. 17

18. 18
Media Objectives

19. 19
Media Choices

20. 20
Media Choices

21. 21
Media Choices

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23. 23
Brand Activation

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27. RADIOSCRIPT-ClientsName:PretzelCrisps
BeingAdvertised:PretzelCrisps
AgencyName:6Strings
Title:“PretzelCrispsParty”
Duration:30Seconds
Writer:ChrisMurch
IntendedRadioStations:Pandora,Spotify
SceneOne:Int.Location#1-Night
SOUND:Glassesclink,chatteramongpatrons,partyscene
MAN:Youknow,itwasreallynicetoseeJonathanandPaigetonightit’s
unfortunatetheyhadtoleaveearly.
MAN:Iknow!YouknowwhatIcouldgoforrightaboutnow?Anicesnack.
WOMAN:Icouldalsogoforthat.Let’snotforgethoweveraboutthedietwe
startedonMonday.
SceneTwo:Int.Location#2-Night
SOUND:MANandWOMANwalktokitchen.Stepsheard,morechatter
amongpatrons.
WOMAN:HeylooktheyhavePretzelCrisps!
MAN:Whatarepretzelcrisps?
WOMAN:Ohmygoodnessyouhaven’theardofPretzelCrisps?Theyare
thesethin-likepretzelswithalltheseamazingflavorslikebuffalo,jalapeno,
Parmesanandmore.Lookslikethisoneisbuffalo.
MAN:Ooh,givemethat,I’lltakeanytypeofflavorthatremindsofthepre-
diet.
SOUND:BiteCrunch
MAN(cont’d):Wowtheseareactuallygreat!
WOMAN:Iknowright!HerepairitwiththisMonterreyjackcheese,dressitup
alittle.
SOUND:BiteCrunch#2
MAN:Youknowthiswholedietthingisn’tsobadafterall.
WOMAN:OhDennis
MUSIC:Lightmusic.ThinkALLSTATEFlocommercials.
WOMAN#2:(OverMusic)“Don’tbeboringwithyoursnackchoice.Dressup
yourpretzelwithPretzelCrisps.”
TheEnd
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28. CreativeBrief-PretzelCrisps
HistoricalBackground
PretzelCrispswereliterallymadeoutoflove.AfterSaraandWarrenWilsonmetsellingfunnel
cakesatanamusementparkandgotmarried,theywentintobusinesstogethercreatingpopular
snacksliketheNewYorkStylePitaandBagelChips.Itwasn’tuntiltheydecidedtorethinkthe
averagepretzelwhenPretzelCrispswerecreated.Thesethin,versatilecrispswerecreatedtobe
dipped,stacked,andpairedwithjustaboutanything.In2004,TheWilson’senduredabattlewith
competitiontotrademarktheirnameandkeepbiggerbrandsfromcopyingtheirproduct.Today,
thenumberofdifferentPretzelCrispflavorsmakesthemappealtoalltastebuds.
Goals
MarketingObjectives-Asanagency,wewanttocreatemoreawarenessofPretzelCrispsasan
individualizedbrand.Wewanttheretobea70%comprehension,(understandmessage)and45%
conviction(value)
AdvertisingGoals:Theeffectivereachofthiscampaignis70%withaneffectivefrequencyof5
TimeFrame:ThiscampaignwillbeayearlongbeginninginJanuaryandendinginDecember.
TargetMarket:ThetargetmarketforPretzelCrispsisbothmenandwomenfromtheagesof
25-44.Thisincludesabroadrangeofindividuals,fromyoungprofessionals,toparents,and
foodies.
AdvertisingProblem:Forstarters,PretzelCrispsdoesnotadvertiseatall,whichissomething
weasanagencywanttochange.WewanttocreatemoreawarenessaboutthePretzelCrispbrand
andhaveitstandoutamongstthepretzelmarketasaversatilesnackthatcanbepairedwithjust
aboutanything!Ourtargetmarketinherentlygravitatestowardssnackfoodslikechipsand
crackersinsteadofutilizingthemanyoptionsPretzelCrispscanoffer.Wewanttosolvethis
problembypositioningPretzelCrispsasafun,uniqueproductwithanimmenseamountof
varietythatworkswellwithotheringredients.
EmotionalNeed:Werecognizethatamajorityofpeopleinourtargetmarkettendtobeavid
snackers.However,mostofthesepeoplesnackwhentheyhavedowntime.Throughthis
campaignwewanttoencouragethisaudiencetousePretzelCrispsforrecipesandinsocial
gatherings.73%ofoursurveyrespondentssaidtheyalreadypairtheirpretzelswithother
spreadablesanddipssowiththiscampaignwecancontinueencouragingthisaspectinnewand
excitingways.
Competitors:RoldGold,PepperidgeFarms,Stacey’s
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Meet Our Team!

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