What are we advertising?

S’well, a reusable bottle for cold and hot beverages. The company was launched in 2010 with a mission to rid the world of plastic bottles. S’well bottles are available in 3 sizes (9 oz, 17 oz and 25 oz) and in about 95 designs.

 

Why are we advertising?

To increase brand awareness of the S’well products.

 

Who are we talking to?

Females, older Generation Z and Millennials, They value trendy, fashionable, stylish things and willing to express their individuality through the product designs. They care about nature related issues.

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Persona 1. Samantha is a 19-years-old college student whose HHI is lower than $25K a year. She is single and lives in sorority. She has one S’well bottle but wants to buy one more of another color, because she treats S’well as a trendy accessory and believes that having several bottles will highlight her creativity and personality (especially, when she put the bottle on a table in a class).

Favorite brands: Lululemon, H&M, Victoria’s Secret, Tory Burch

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Persona 2. Julie is a 27-years-old architect who earns $60K a year and she is currently single. She is a social active, likes to spend time with her coworkers and friends, and often discusses fun ideas with them. She thinks that she is highly creative and talented but her current employer surprisingly hasn’t promoted her for several years. She doesn’t have a S’well bottle but saw them before in yoga classes and at stores. It will be her present for Christmas for herself. Also, she wants to give it as a present to her friends.

Favorite brands: Banana Republic, Houzz, Kinfolk, Pinterest, Uber and Starbucks.

 

What do they currently think?

It has great designs, but is expensive and doesn’t perform as good as Yeti or Hydro Flask. It is unnecessary to spend more money for a product that shares similar functional characteristics with other cheaper brands. It is for kind of people who are obsessed with Kardashians.

 

What do we want them to think?

By having S’well product, they can keep up with trends, be stylish, have an “individual” design a bottle, and support nature. It is a great gift for friends and family on special occasions.  

 

What is the Single Most Important Thing?

Be stylish being responsible

 

Why should they believe it?

• Fashionable design and celebrity endorsement and partnership with Starbucks (barista endorsement)

• Social mission (ecological sustainability, reduce usage of plastic bottles, supporter of the U.S. Fund for UNICEF, American Forests and Drink Up)

 

What is the tone of the ad?

Modern, Urban, Trendy, Fancy, Stylish