1. The Challenge

The assignment was a six-minute, Shark Tank-style pitch to develop an innovative advertising campaign for a client of choice. The primary objective was to conceive a unique solution that addressed a key business need for the chosen brand.

2. My Role & Contributions

This was a Solo Project. I was responsible for all phases: client selection, market research, identifying the strategic problem, developing the media partnership concept, and creating the final execution and pitch presentation.

3. The Strategy & Rationale

The strategy was to increase Poppi’s salience by intercepting consumers at the point of maximum thirst and purchase intent. I proposed a partnership with local theaters, placing Poppi in concession stands, reaching moviegoers before they bought a competitor’s beverage.

4. Key Executions

The primary deliverable was a detailed campaign pitch. The creative execution was an advertisement disguised as a movie preview. This was designed to highlight negative ingredients in traditional sodas, encouraging the immediate purchase of a healthier Poppi alternative at the concession stand.

5. Skills Demonstrated

Market Research, Strategic Planning, Concept Development, Presentation Skills, Media Strategy, Persuasive Copywriting.