CREATIVE BRIEFING DOCUMENT

POMEGRANATE PEACH WHITE TEA

Chammi Basnayake - 000908417

Jaspreet Bhogal - 000909226

Sahil Patel - 000886488

Spencer Calhau - 000906690

Vy Vab– 000905602

Advertising Public Relations – MRKT 10072-02

 2

Contents
Market Information.....................................................................................................................................3

Challenge Statement...................................................................................................................................8

Advertising Objectives.................................................................................................................................8

Positioning Strategy Statement...................................................................................................................9

Creative Objectives......................................................................................................................................9

Creative Strategy.......................................................................................................................................10

Creative Execution.....................................................................................................................................10

References.................................................................................................................................................12

Image Credits.............................................................................................................................................16
 3

MARKET INFORMATION
This section of the report will explore all crucial information surrounding the iced tea market. This
includes; Market Profile, Product Profile, Competitor Profile. Target Group Profile, as well as the given
budget for the advertising project.

Market Profile

Description

The iced tea market within Canada holds significant value. As of 2021, the iced tea market in Canada
holds revenue totals of $1.42 million USD (Ltd., 2023). Globally, the iced tea market is valued at $52.64
billion USD and is expected to see a CAGR (Compound Annual Growth Rate) of 6.12% over the next 5
years (Mordor, n.d.). This large market is seeing consistent growth and will provide bountiful
opportunities.

Segmentation

The iced tea market is divided into 4 main segments; Product Type, Product Form, Distribution, and
Geography. Using information gathered from MordorIntelligence, the list below details these 4 segments
of the iced tea market (Mordor, n.d.).

1. Product Type
 Black Iced Tea
 Green Iced Tea
 Herbal Iced Tea
 Other (Ex. White Tea)
2. Product Form
 Powder/Pre-mix
 Liquid/Ready-to-drink
3. Distribution Channel
 Supermarkets/hypermarkets
 Convenience Stores
 Online Retail
 Restaurants
4. Geography
 North America, however, this report will focus primarily on Canada
 4

Trends

The iced tea market is an always evolving market. However, staying in the scope of this report, some
trends are much more important than others. The following list will highlight three of these very crucial
trends.

1. Growing demand for functional Teas. Consumers have an increasing demand for products with
some sort of health benefits (joshuaweatherwax842, 2023).
2. Ready to drink tea (from a can or bottle). The growing need for speed and convenience has
increased the demand for ready-go products amongst consumers (Editor, 2023).
3. Consumers won't quit sugar. Regardless of social health trends, consumers still tend to prefer
sweet drinks (BevNET, 2023).

Product Profile

The ensuing section of the report will describe the 4 main components of the Pomegranate Peach White
Tea.

1. Rich in Polyphenol antioxidants

a. It is suitable for post-workout muscle strength recovery because it is rich in polyphenol
antioxidants and helps to increase nitric oxide, which helps with body oxygen absorption.
(Power through your workout, n.d.). A study at the University of Texas found that those
who drank two servings (8oz each) of pomegranate juice daily maintained more post-
exercise arm strength than the placebo group. (Power through your workout, n.d.)
b. Fight free radicals since polyphenols are known to fight molecules that cause cell damage
over time. (Hello antioxidants. goodbye free radicals, n.d)
c. Help with biological age, slow down cognitive decline and age-related health conditions.
(Age to perfection. at any age, n.d.)
2. Certified Kosher
a. The tea is manufactured and handled under Jewish dietary law.
b. It helps to guarantee the authenticity and safe Kosher-certified food for the Jewish
community. (Kosher certification: Benefits: Documents: Procedure, n.d.)
3. Gluten-Free
 5

a. According to the Gluten-Free certification website, this will reassure consumers that the
tea is safe for celiac disease. (Free certification: Gluten-free food program, 2023)
4. Non- GMO
a. The tea has been verified that the ingredient does not contain generic modifications.
b. The certification promotes transparency and assures consumers looking for this type of
product. (Clear the confusion about organic and Non-GMO Food, n.d.)

Competitor Profile

The iced tea market consists of countless competitors, however two stand out above the rest; PepsiCo and
Nestle. This section of the report will focus on both PepsiCo and Nestle overview as a company, as these
two juggernauts account for a substantial portion of the market.

BRANDS MARKET SHARE REVENUE AS OF 2023

PEPSI CO. 16.3 23.45 BILLION DOLLAR

NESTLE 10.2 46.3 BILLION DOLLARS

PepsiCo

 Strength: PepsiCo holds a lot of power in their sheer amount of capital, with an annual revenue in
2023 totaling $46.3billion USD (Macrotrends, N/D). This is an enormous advantage when
compared to POM Wonderful annual revenue in 2022 of $183 million (Zippa, N/D).
 Lipton and PepsiCo have a joint venture to produce Pure Leaf; a prominent competitor to POM.
“Lipton continues to be a market leader in the US with a market share of 26.5%.” (Bhasin, 2019).
 Weakness: PepsiCo has expanded its product line, but it still relies primarily on
carbonated drinks like Pepsi, which might be impacted by shifting consumer tastes
towards healthier drinks, according to ("PepsiCo SWOT Analysis," The Strategy Story).
(The Strategy story, N/D).
 Positioning Statement: PepsiCo is the global leader in convenient foods and beverages,
focused on creating joy for our consumers and value for our shareholders. (PepsiCo,
2023)
 6

 Advertising Campaigns: To ring in the summer in style, PEPSI® releases a new commercial
featuring Bad Bunny and his most recent number-one single, "WHERE SHE GOES" (Pepsi Co,
N/A).

Nestle

 Strength: Nestlé is one of the most recognizable brands in the world, with a strong reputation for
quality and reliability. This gives the company a significant advantage over its competitors.
(Consumer Reports, 2022)
 Weakness: While nestle has a diverse product portfolio, it still depends on a few key products,

such as Nescafe and KitKat, for a significant portion of its revenue. And has cluttered market for
the drinks, including Nespresso (The strategy story, N/A)
 Positioning Statement: Nestlé is the world's leading provider of nutrition, health, and wellness,
committed to empowering people to live healthier and happier lives. ‘Good food, Good life’ ~
(Nestlé. (2023)
 Advertising Campaigns: The 2023 Tonnies for Tummies Campaign and any other
initiatives to raise money and awareness for Canadian students' nutrition and food
poverty are gratefully supported by Nestlé Canada and Nesquik (Nestle, N/D).

Target Group Profile

“Young and Fit”

 Demographic Profile
o Our target segment consists of people of all genders, from 20–39-year-old young adults.
They are College/University students or young workers earning between $30,000-60,000
in annual individual income (Indeed Editorial Team, 2023).
o This “Young and Fit” demographic is active, busy and gym-goers interested in a health
and wellness lifestyle.

 Psychographic Profile
o These young, active, health-conscious individuals are interested in participating in health
trends such as going gluten-free, vegan, and buying all organic and non-GMO foods. This
lifestyle aligns with the Gen-Z consumer conscious mentality, where they are now
 7

actively watching their consumption, for themselves and the environment as well.
(Hefferon, et al., 2016).
o They have adapted to an “Athleisure” type lifestyle, where health and wellness has
become trendy and a part of daily life. These individuals are modern, tech-savvy and
knowledgeable about the latest lifestyle trends, as they are active online and are well
connected to the internet. (Haaland, 2020)
o They have a Gen-Z attitude towards their lifestyle, where they care about aesthetics and
presentation and a modern way of doing things. In a fast-paced world, they are always
looking for ways to multitask their life, as they have less time to prep at home. They want
the health benefits without having to spend time shopping or prepping. (Siegner, 2019).

 Geographic Profile
o Ontario, Canada.
o Urban/Suburban areas
o In the Greater Toronto Area, Hamilton, London, Ottawa

 Here’s what our Target looks like

Figure 1: POM Wonderful. Image from POM Wonderful Facebook

Budget
 8

o The available budget for this marketing campaign is $500,000.

CHALLENGE STATEMENT
Problem Identification

Pomegranate Peach Passion White tea is a new product in the tea market. Consumers are not aware of its
existence so there could be hesitation regarding its taste, health benefits and overall quality. Pom Juices
and Teas have been on the market for years but haven’t reached a younger audience. These individuals
gravitate toward delicious drinks that also have many health benefits, and this is where our opportunity
lies.

Goal

The goal would be to position Pom Wonderful in the minds of these younger individuals as a delicious
healthy alternative to their drinks and promote the new Pomegranate Peach Passion White teas to get
them interested.

ADVERTISING OBJECTIVES
The objective of this advertising campaign is to gain 90,000 accounts made by our “Young and Fit” target
group through the creative strategy, between October 2023 to October 2024.

 According to Statistics Canada, about 22,852,329 people exist in our target demographic
(Statistics Canada, 2023) and within that, about 4 in 10 are active (Simpson, 2018). From this, we
can find that approximately 10% of this group will actively engage in the campaign, which gives
us 90,000 individuals
 9

POSITIONING STRATEGY STATEMENT

Unique Selling Proposition

 POM Wonderful won the Product of the Year award: the product was voted by thousands of
Canadian consumers for product innovation. The Pom tea innovation was made from whole-
pressed pomegranates to release polyphenol antioxidants (MRKT 10072 Advertising and PR
Group Project (F2023), 2023).
 100% Authentic, POM is the first premium, natural pomegranate juice made exclusively from
California Wonderful pomegranates, held at some of the highest standards in the world. (Caring
for the well-being of our planet, n.d.)
 Simple ingredients, Certified kosher, non-GMO verified, Gluten-free.

Tagline

 “Unlock Pure POM Power”

CREATIVE OBJECTIVES
The content of the message to be communicated to our “Young and Fit” target:

 To promote a healthy alternative iced tea to a younger audience.

 To form a modern, vibrant and youthful position of health drinks in the minds of the youth.

Key Benefit

Pom Wonderful promises to provide a natural, healthy and revitalizing drink that supports the needs of
consumers seeking a healthy alternative.

Support Statement

POM’s Product of the Year Award serves as evidence of the company’s ability to deliver exceptional
products. POM’s promises dedication to quality, and guaranteed perfection in their juicing methods.
“The pomegranates are whole pressed using custom-designed, proprietary extraction equipment. This
unique process delivers our vibrant flavor and captures the maximum polyphenol antioxidants possible.”
(POM Wonderful – tree to table, n.d.) According to the study on Pom’s website, polyphenol antioxidants
 10

help with muscle recovery, fight radical cells and slow down biological aging. (Power through your
workout, n.d.)

CREATIVE STRATEGY
Central Theme - “Unlock Pure Pom Power”

Each sip of Pom Super Tea is not just a taste of refreshing pomegranate peach white tea but a step
towards a healthier, youthful self. The “Unlock Pure Pom Power” campaign aims to create an interactive
experience and rejuvenate a healthy drink perspective for our target audience. This journey will intertwine
elements of health, modernity, activity, excitement and experience.

Tone and Style

 Vibrant, Engaging, Approachable, Modern, Colorful

 Youthful imagery, Minimalistic and clean design, engaging fonts
o Use persuasive to highlight the health benefits and great flavor profile.
o Use entertainment to keep our audience engaged with our campaigns.

Appeal Techniques

 Positive appeal: presented as an enjoyable, upbeat experience for the consumer.

 Factual appeal: support the claims for all the nutrition benefits and what the consumer will gain
from drinking our super iced tea.
 11

CREATIVE EXECUTION
The campaign “Unlock Pure POM Power” will turn Ontario into a giant scavenger hunt. Using a QR code
system, users will be able to access a mobile-friendly site where they can create their account, collect and
track points, and gather information about the health benefits of POM Wonderful products. At the end of
the campaign, the user with the highest number of points earned will be given numerous prizes. These
prizes may include a free supply of tea, free workout equipment, and more.
The QR code will be located on newly made products and out-of-home advertisements during the time of
the campaign. These out-of-home ads will include billboards, posters, and murals scattered primarily
throughout urban and suburban areas of the GTA. Within these locations, the campaign will focus on
targeting schools, gyms, public stations, highways, and health food stores like Whole Foods. Not only do
these areas see high foot traffic, but they also perfectly align with the healthy-minded target group that
frequents gyms and health food stores.
Additionally, the campaign will utilize video advertisements showing young individuals sipping tea with
vibrant splashes of refreshing pomegranate iced tea and animated radiant energy. Revealing a hidden QR
code at the bottom of the bottle, the background slowly transitions into the billboards, posters, and murals
outdoor advertising. This video will resonate with the younger demographic as it portrays the drink as a
trendy choice for the youth. The vibrant and refreshing imagery will visually stimulate and create a
connection between the drink with a burst of energy and youthfulness. The QR code integration urges the
audience to take action and participate.
 12

REFERENCES

Age to perfection. at any age. POM Wonderful. (n.d.-a).

https://www.pomwonderful.com/science/age-to-perfection-at-any-age

Bhasin, (2019) Marketing strategy of Lipton Tea. Marketing91

https://www.marketing91.com/marketing-strategy-of-lipton-tea/

Caring for the well-being of our planet. Wonderful Company.

(n.d.).https://www.wonderful.com/brands/pom/

Clear the confusion about organic and Non-GMO Food. NSF. (n.d.).
https://www.nsf.org/blog/consumer/clearing-confusion-organic-non-gmo-
labels#:~:text=Non%2DGMO%20certified%20products%20have,and%20processed%20without
% 20genetic%20modification.

Consumer Reports (2022). Financials. Consumer Reports.

https://www.consumerreports.org/annual-report/2022/financials/

Editor, W. (2023, January 4). Six trends the tea industry needs to watch in 2023. World Tea News.
https://www.worldteanews.com/issues-trends/six-trends-tea-industry-needs-watch-2023

Free certification: Gluten-free food program. Gluten. (2023, August 18).

https://glutenfreefoodprogram.com/?gclid=Cj0KCQjw1aOpBhCOARIsACXYv-
dwVgGBAbS6soNTfYq0JCJA9vxz9C641Qr3FYdIYx2j2w0_QY_25LcaAk6BEALw_wcB
 13

Haaland, (2020). Study shows Gen Z is more concerned about their health than Boomers. New York
Post.
https://nypost.com/2020/07/07/gen-z-more-concerned-about-their-health-than-boomers-
according-to-study/

Hefferson, et al. (2023) Younger generations stand out in their beliefs about organic, GM foods.
Pew Research Centre.
https://www.pewresearch.org/short-reads/2016/12/07/younger-generations-stand-out-in-their-
beliefs-about-organic-gm-foods/

Hello antioxidants. goodbye free radicals. POM Wonderful. (n.d.-b).

https://www.pomwonderful.com/science/hello-antioxidants-goodbye-free-radicals

Indeed, Editorial Team. (2023). What Is the Average Canadian Salary By Age Group? Indeed.
https://ca.indeed.com/career-advice/pay-salary/average-canadian-salary-by-age

joshuaweatherwax842. (2023, August 22). The state of tea: 5 key tea trends. NIQ.
https://nielseniq.com/global/en/insights/education/2023/5-tea- trends/#:~:text=Growing
%20Interest%20in%20Loose-leaf,interested%20in%20high- quality%20tea

Kosher certification: Benefits: Documents: Procedure. Corpbiz. (n.d.)

https://corpbiz.io/kosher- certification#:~:text=Kosher%20Certification%20is%20a
%20process,handled%20by%20Jewish %20dietary%20law.
 14

Ltd., G. U. (2023, April 12). Canada Iced/RTD tea drinks (soft drinks) market assessment and forecast to
2026. Market Research Reports & Consulting | GlobalData UK Ltd.
https://www.globaldata.com/store/report/canada-iced-rtd-tea-drinks-market-analysis/

Macrotrends (N/D). PepsiCo Revenue 2010-2023 | PEP. MacroTrends

https://www.macrotrends.net/stocks/charts/PEP/pepsico/revenue

Mohawk College McKeil School of Business. (2023). MRKT 10072 Advertising and PR Group Project
(F2023). Hamilton. POM Wonderful. Facebook. (n.d.).
https://www.facebook.com/pomwonderful/photos

MordorIntelligence. (N/D) ICED TEA MARKET SIZE & SHARE ANALYSIS - GROWTH TRENDS &
FORECASTS (2023 - 2028). MordorIntelligence.
https://www.mordorintelligence.com/industry-reports/iced-tea-market

Nestle (N/D). About. Nestle. https://www.nestle.com/about

Nestle (N/D). Nestle Canada's Nesquik proudly supports the Toonies for Tummies Campaign. Nestle.
Nestlé Canada’s Nesquik proudly supports the Toonies for Tummies Campaign | Nestlé (nestle.ca

Nestle(N/D). Nestle swot analysis. The strategy story

https://thestrategystory.com/blog/nestle-swot-analysis/

POM Wonderful. Facebook. (n.d.). https://www.facebook.com/pomwonderful/photos

POM Wonderful – tree to table. POM Wonderful – Tree to Table. (n.d.).

https://www.pomwonderful.com/tree-to-table
 15

Power through your workout. POM Wonderful. (n.d.-d). https://www.pomwonderful.com/science/power-

through-your-workout

PepsiCo (N/D). Company. PepsiCo.

https://www.pepsico.com/company

PepsiCo. (2023). Our company. PepsiCo.

https://www.pepsico.com/company.

PepsiCo (N/D). PEPSI® Unveils New Commercial Featuring Bad Bunny and His Latest Chart-Topping
Track, "WHERE SHE GOES," To Kick Off the Summer in Style. PepsiCo.
https://www.pepsico.com/our-stories/press-release/pepsi-unveils-new-commercial-
featuring-bad-bunny-and-his-latest-chart-topping-tr06012023

Pomegranate peach passion white tea. POM Wonderful. (n.d.-c).

https://www.pomwonderful.com/products/pomegranate-peach-passion

Seigner. (2019). Gen Z consumers want healthier, more convenient food. FoodDive.
https://www.fooddive.com/news/gen-z-consumers-want-healthier-more-convenient-food/548299/

Simpson, (2018). Four in Ten (40%) Canadians Aged 25-64 get Less Than 30 Minutes Exercise or
Physical Activity Each Day. Ipsos.
https://www.ipsos.com/en-ca/news-polls/four-in-ten-aged-25-64-less-than-30-minutes-exercise
 16

Statistics Canada (2023). Population estimates on July 1st, by age and sex. Statistics Canada.
https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=1710000501

Sweet victory: Tea consumers just won’t quit sugar. BevNET.com. (2023, August 17).
https://www.bevnet.com/magazine/issue/2023/sweet-victory-tea-consumers-just-wont-quit-sugar/

The Strategy Story (N/D). PepsiCo SWOT Analysis. The Strategy Story
https://thestrategystory.com/blog/pepsico-swot-analysis/

Zippa (N/D) POM WONDERFUL'S REVENUE IS $183.0 MILLION. Zippa, The Career Expert.
https://www.zippia.com/pom-wonderful-careers-453382/revenue/

Zippia. (n.d.). Get the job you really want. https://www.zippia.com/pom-wonderful-careers-

453382/revenue/

IMAGE CREDITS
https://assets.wakefern.com/is/image/wakefern/82415022312-001?$Mi9Product_detail$

POM Wonderful. Facebook. (n.d.). https://www.facebook.com/pomwonderful/photos