Creative

By: Scott Butler, Sierra Dungan, Josh Jacobs, Mauricio Mora, Mike Moran

Strategy statement
Product: Apple Jacks
Advertising will: encourage kids to be adventurous by using the
energy they get from the apple flavor in Apple Jacks.
Support will be: Shown through kids going on adventures with
Apple Jack, having fun learning about the new places they go.
Tone or brand character statement will be: Adventurous, fun, and
educational
Tag or theme line: Pour a bowl of adventure!

Big Idea / New tagline

Big Idea: Apple Jacks help foster a sense of adventure, learning,
and imagination.
Slogan: Pour a bowl of adventure!

TV Advertisement
Client: Apple Jacks
30 Second TV Spot
Name of Spot: Pour a bowl of adventure!
Slice of Life
VIDEO

AUDIO

ESTABLISHING WIDE SHOT

SHOWS A BOY CLIMBING A
MOUNTAIN, FROM BELOW.
CUT TO A CLOSE UP OF THE
BOYS FACE.

SFX: MUSIC 300 VIOLIN

ORCHESTRA BY JORGE
QUINTERO, UP
BOY: (grunts)

CUT TO A WIDE SHOT OF THE

BOY CLIMBING ON A
BACKYARD PLAYGROUND.

SFX: 300 VIOLIN

ORCHESTRA BY JORGE
QUINTERO FADES OUT
BOY: Im almost there!

CUT TO MEDIUM SHOT OF

THE BOYS PARENTS,
WATCHING THROUGH THE
KITCHEN WINDOW

FEMALE: (calling out to

the boy) Ethan, come eat
your breakfast so you can
make it the rest of the
way up Mt. Everest!

WIDE SHOT OF THE

BOY RUNNING INSIDE

BOY: (yelling excitedly)

Can I have Apple Jacks?!

CLOSE UP ON THE BOY,

EATING APPLE JACKS

BOY: (smiles)

SUPER: POUR A BOWL OF

ADVENTURE!

Radio Advertisement
Apple Jacks Cereal
Weekend Adventure
30 Seconds
Situation
SFX:

BELL RINGS TO SIGNAL THE START OF CLASS. CLASSROOM NOISES

TEACHER: (30 YEAR OLD FEMALE VOICE) Timmy, what did you do this weekend?
SFX:

TIMMY:
SFX:
TIMMY:
SFX:
TIMMY:
SFX:

NOISES FADE OFF INTO THE DISTANCE, REPLACED BY MUSIC 300

VIOLIN ORCHESTRA BY JORGE QUINTERO
(IN A PIRATE VOICE) Argh!! The gold is mine! (HYSTERICAL LAUGHTER)
CANNONS FIRING IN THE DISTANCE
(IN A PIRATE VOICE, PANICKING) Oh no! They found us!
BATTLE SOUNDS, YELLING, CANNONS FIRING, SWORDS CLASHING
(YELLING, TRIUMPHANT) We got them on the run boys! Charge!
SOUNDS AND MUSIC FADES OUT, CLASSROOM NOISE FADES BACK IN

TEACHER: (QUESTIONING, CONCERNED) Timmy?

SUPER:

(MALE VOICE) Apple Jacks! Pour a bowl full of adventure!

Print Advertisement
Half page print ad to be put in magazines such as FamilyFun, Parenthood, and
National Geographic Kids.
Type: One-Liner/Story

Pour a Bowl of
Adventure!

New

Me

di

Online interactive
comic book featuring
Apple Jack, that is in
a Choose Your Own
Adventure format.

Ads will show a

combination of kids
imagining themselves
adventuring with
Apple Jack, and
their moms watching
them play outside in
real life.

Apple Jacks help

foster a sense
of adventure,
learning, and
imagination.
E v e n t M ark et

in g

Fairs in big cities

across the US called
Apple Jacks
Adventure Camp.
The main attraction
will be a scavenger
hunt around the fair.
At each station of the
hunt, kids will learn
something new.

S ale

sP

ro

People send in videos

showcasing their
adventurous side.
Winners will be selected
and given a 3-day trip
to Hawaii, where they
can continue their
adventures.

io n

Send a mini box of Apple

Jacks in the mail to
consumers. Could include
a coupon.

in g

Partner with Make-A-Wish

Foundation, because
every kid deserves an
adventure.
ns

ti n g

Di r

tM

ke
ar

ti s
er

ot

ec

Ad

Marcom Matrix

io
lat
e
Public R

Advertising
Advertising will be fun and adventurous with a slight emotional appeal to
mothers. Ads will feature Apple Jack, an outgoing and adventurous explorer
cartoon character. He will go on imaginary adventures with children. Children
will imagine they are climbing a mountain or white water rafting with Apple
Jack. When, in real life they will be swimming or climbing on the playground.
Mothers will enjoy watching their kids play and give them Apple Jacks so they
will continue to have the energy they need to adventure. All ads will have these
elements to appeal to both children and mothers.

Public Relations
We wish for Apple Jacks to put itself in the forefront of the thoughts of its target
audience as much as possible. One of the most important aspects of thinking
about the brand is what they think of the brand. For this reason, a part of our
campaign will focus on public relations. Our goal is to influence the thoughts
of mothers who buy Apple Jacks for their children. We want them to see our
brand not only as supporting adventure and learning, but also the dreams of
children who are in unfortunate circumstances.
As part of our campaign, we want Apple Jacks to partner up with the Make-AWish Foundation or other very similar organization. We have already positioned
our remade brand around the idea that Apple Jacks stands for adventure and
learning. We would create a PR project that would focus around the idea that
every kid deserves an adventure. We would team up with the foundation to
help kids fulfill dreams they have, whatever they may be. The kids would get
Apple Jacks T-shirts and so on. We would document the whole thing on video
and post in on YouTube.

Sales Promotion
Apple Jacks sales promotion will be centered on the tag line Pour a bowl of
adventure. Boxes will feature a contest that allows kids to post their adventure
videos to www.applejackadventure.com for a chance to win a trip for 4 to
Hawaii for 5 days (no purchase necessary). The video with the most views and
likes will be the winner and their photo will be featured on the box with Apple
Jack for a limited time only. This promotion will provide incentives for kids to be
adventurous and to eat Apple Jacks. Also, by featuring the kid on the box it
will show that Apple Jacks, as a brand, care about its customers and wants to
promote adventure not just the cereal.

Event Marketing
We believe large, well-documented and promoted events will be key to the
success of Apple Jacks as a brand. Children should be the focus of such events,
just as with our PR plans. As part of our advertising efforts, we have decided to
implement an event called Apple Jacks Adventure Camp. This event would
take place in select major cities across the country. Kids would be invited to
participate for 1-2 days. There would be rides and games, with a giant worldwide adventure themed scavenger hunt. At each station of the hunt, kids would
learn something new. Everything about the event would be focused around
our big idea of adventure and learning. The event would be filmed and made
into YouTube videos and the like.

New Media
As part of our new media aspect of the Apple Jacks campaign, we want to
focus on non-traditional media vehicles and platforms. We have two main
components to this area of the campaign: interactive games and an interactive
online comic book. The interactive games would be made available on the
Apple Jacks website, as they are currently, but also through an app for mobile
devices. The game would be free and would promote the Apple Jacks brand.
The interactive comic book would be found on the website or on the app.
The comic book would follow the adventures of our mascot, the adventurer
Apple Jack. Children would have the opportunity to choose events that would
happen at certain points along the story line, similar to a Chose Your Own
Adventure book. This would mean there are opportunities for dozens of different
storylines, all revolving around the adventures of Apple Jack. This would involve
opportunities to learn interesting facts about the world involving geography,
science, history, and other subjects. This would appeal to both children and
parents.

Direct Marketing
In areas with a high percentage of children under the age of ten, Apple Jacks
will send a miniature sample size of the cereal featuring the new look and the
new spokes-character Apple Jack. The box will say New Look, Same Great
Taste, to let people know that the cereal hasnt changed. The box will also
have a 20% off coupon to get mothers to buy Apple Jacks, have their kids see
the new exciting box, and the adventures with Apple Jack.