Advertising
Taste the flavor. Feel the hydration.
A Flagstaff launch campaign for Propel Immune Support, created for Nackard Pepsi, the local Pepsi bottler. Jimmy Moreau led the 2021 team and the creative work, connecting research and positioning to social, outdoor, audio and video. Nackard Pepsi chose our campaign as the best of those presented.
- Chosen
- by Nackard Pepsi as the best campaign presented
- On air
- radio spot written and produced by Jimmy Moreau
- 4 formats
- social, outdoor, video and radio from one campaign idea
The challenge
Introduce a drink people didn’t know.
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
One idea, across every format.
- 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 · written and produced by Jimmy Moreau
“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.”
The outcome
Chosen by the client. Heard on air.
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.
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.