Burt's Bees

Growing the Brand

Dr. Morton

Andrés Puentes Randy Pulayya Sean Solomon

Nicole Martinez

Karen Kayir

Amy Allen

Table of Contents

Executive Summary Challenge Statement Situation Analysis Problems and Opportunities Analysis Opportunities Recommendation Marketing Objectives Brand Essence Marketing Strategy Target Market Profile Positioning Statements Communication Strategy Communication Objectives Strategy Brief Media Strategy Integrated Brand Communications Tactics Measurement and Evaluation Appendix

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Executive Summary

Central Focus of the Campaign: We decided to focus our campaign on growing the Burt’s Bees brand through the promotion of the Super Shiny Grapefruit and Sugar Beet Shampoo and Conditioner. Recommended Target: The target market on which we recommend concentrating efforts is women between the ages of 18 and 34 who are concerned with the ingredients in their health and beauty products. We suggest concentrating on young, urban professionals. They are willing to spend more money on products with natural ingredients, believing they work better. Creative Strategy: The “Big Idea” behind our campaign is tying the product directly to the grapefruit and sugar beet ingredients by portraying the shampoo and conditioner in garden settings as though the user is “harvesting” the products. We wanted to set the gardens in urban settings on rooftops and in window boxes to contrast the natural benefits of the brand in such a polluted world. Also we intend to give off an image of independence as the women featured in the ad will be taking control and harvesting their shampoo on their own. General Media Recommendations: We recommend predominately using television and magazine spots to get publicity for the Burt’s Bees brand through both advertising and public relations. We also suggest supplementing this with occasional out of home advertising that will be seen in high pedestrian...