MCA 603: Effective Speaking for Industry Professionals

Dr. Sager
Advertising Agency Pitch
Spring 2016

CRUDE JUICE
Re-Branding & Events Proposal
April 5, 2016

Presented by:

ZebraSurf Advertising
Sara West
Steve Gruber

Khalil Brown
Angela Ekwu

CRUDE JUICE: RE-BRANDING PROPOSAL

Table of Contents
Table of Contents ................................................................................................................ page 2
Crude Juice History ............................................................................................................ page 3
About ZebraSurf Advertising .................................................................................... page 4
Our Plan ............................................................................................................................... page 5
Event One: Winter X-Games ............................................................................................. page 7
Event Two: South By Southwest (SXSW) ......................................................................... page 8
Event Three: NCAA Mens Final Four ............................................................................. page 9
Event Four: Electric Daisy Carnival (EDC) ............... page 10
Event Five: Reebok CrossFit Games ............................................................................... page 11
Budget ................................................................................................................................. page 13
Conclusion .......................................................................................................................... page 19
References .............................. page 20

CRUDE JUICE: RE-BRANDING PROPOSAL

Crude Juice History

Crude Juice has a mixed-history in terms of success. The 16-ounce, raw, cold pressed, fruit
juices were launched by Robinson Beverages, LLC in February 2015. Crude Juice started with
three distinct flavor concoctions of fruit and vegetables that are handpicked to create the most
potently energizing combinations.

However, soon after Crudes initial launch, the juice company hit a brick wall. Although buyers
were big fans of the flavors, sales had become stagnant. It seems the listless logo was hard to
spot in a lineup of drinks at the grocery store. Additionally, the logo feels inadequate,
unfinished, and lacking. Drink names, although elaborate in recipe and ingredients, are missing
catchy names to gain audience attention, or even consistent recognition. Yet, the biggest
consumer complaint is that the bottles mouth, or opening, is too small resulting in an
insufficient amount of fluid per sip.

If Crude wants to continue to compete against companies like Naked, Evolution Fresh, and
BluePrint, a new approach needs to be implementedwhich is where ZebraSurf Advertising
comes into the picture.

CRUDE JUICE: RE-BRANDING PROPOSAL

About ZebraSurf Advertising

For over seven years, ZebraSurf Advertising agency has been a leader in novel advertising
campaigns around the United States. Their clientele base ranges in diversity as much as the
highly qualified staff that is the heartbeat of the company.

The four head members of ZebraSurf received their Master of Arts in Communication and Visual
Media Arts from Pace University in Pleasantville, New York. The, then students, had at least
one class together all four semesters they attended Pace, and worked on several group projects
together. At the end of their scholastic career, Sara, Khalil, Steve, and Angela knew from their
previous experience that they needed to stay together and create a cohesive advertising agency
that could really connect with the up-and-coming Millennial population.

Now, a little over half a decade later, the core four have created successful advertising
campaigns for start-up companies, Mom and Pop shops, and even multi-million dollar
enterprises. Companies such as Crude Juice, Francescas Boutique, and Under Armor.

CRUDE JUICE: RE-BRANDING PROPOSAL

Our Plan
Initially, ZebraSurf was asked by Crude Juice to create an outline for five event campaigns to
have around the United States over the next fiscal year. However, ZebraSurf wants to take this
opportunity to manufacture five spectacular parties to celebrate the launch of the new bottle, the
new logo, and the new flavors that Crude Juice has to offer for 2017.

The first step of the plan is to re-design the bottle. This will include re-shaping the mouth in
order to allow a bigger gulp and a more free-flowing process when taking a sip of Crude Juice.
Although this step is smaller than the other two, it is still just as important because this is one of
the biggest complaints from the customer base.

The second step of the plan is the re-brand of the bottle, but most importantly the Crude Juice
logo itself. The new logo will incorporate a Cherry Blossom flower, a Japanese symbol that
represents fragility and beauty of life. People who drink Crude Juice are usually organic
shoppers who are more concerned with living more purely. A Cherry Blossom flower is not only
beautiful, but also frail and has to be taken care of, much like our frail human bodies. The
Crude Juice title will be bigger, bolder, and more prominent at the top of the bottle. The bottle
will read 100% Juice in a thicker font, because after all, that is the biggest draw to Crude
Juice- the fact that it is 100% juice. To help with consumer loyalty to certain flavors, we have
taken the four unique blends of flavors already in place and re-named them to incorporate a sense
of divine nature. Instead of Red 1, the flavor will now be called: Crimson Libation. For
Green 1, it will be called, Revive Ritual; Orange 1 will now be, Citron Sin; and a new flavor
combination will be introduced: Indigo Divinity.

CRUDE JUICE: RE-BRANDING PROPOSAL

Part three of the plan is the most pivotal part: the events. ZebraSurf has done extensive
background research in order to pick the five of the most popular social events around the
country. Crude Juice will show up at these events, have a table, and give out free samples of
each juice flavor at each event. In addition, the event tents will have interactive iPad stations for
the audience to learn about Crude Juice and why they need to start drinking Crude. The
locations and the reasons for their choices are described in further detail later on.

CRUDE JUICE: RE-BRANDING PROPOSAL

Event One:
Winter X-Games

Sara, head historian and head of product design will present Event One: The 2017 Winter XGames, held in Aspen, Colorado on Thursday, January 26 through Sunday, January 29, 2017.
Crude Juice has only budgeted for a two-day involvement for each event, so the five-person
Crude Crew will be present from Saturday, January 28 through Sunday, January 29, 2017.

Every year, Aspen welcomes over 200,000 people to the base of Buttermilk Mountain for the
Winter X-Games. That translates to a two-day opportunity to impact at least 200,000 active,
diehard, adrenaline-driven, people to be Crude customers. ZebraSurf chose this audience and
event because of the sheer volume of people and exposure it gains every year. In addition to the
large physical viewership, the X-Games are televised worldwide via ESPN. Ergo, during
primetime hours of programing, over 200 million people around the world could hear about
Crude Juice for the first time.

Since this is the first event of the year for the Crude Crew, it will be extra important that the
Crew emphasize the new bottle design, mouth opening, and fancy flavors that have been
introduced. However, the other four events will also follow suit and stress the new aspects of
Crude Juice.

CRUDE JUICE: RE-BRANDING PROPOSAL

Event Two:
South By Southwest

Angela, who is in charge of Crude public relations and customer service, will head the Crude
Crew for one of the biggest events of the Southern United States: South By Southwest (SXSW)
in Austin, Texas. SXSW is usually a 10-day event, so the Crude Crew will strategically be there
on the two most crowded days to present the product: Wednesday, March 15 through Thursday,
March 16, 2017.

At the festival, Crude Juice will have volunteers who will give the free samples of our drinks to
participants at the event. In addition, Crude Crew members will give out voluntary, short
surveys for tasters to fill out. The surveys will help provide feedback on what they think about
the new bottle design, logo re-branding, and especially on the new flavor, Indigo Divinity.
Overall, this survey will impact Crude by letting the company know if the re-brand has been
generally accepted, or if it is back to the drawing board for more adjustments.

The SXSW annual festival is a perfect location for one of our five publicity events as there
would be over 400,000 visitors in Austin, Texas that week. Of those 400,000 people, it is
expected that at least 75,000 people will pass by the Crude Crew tent.

CRUDE JUICE: RE-BRANDING PROPOSAL

Event Three:
NCAA Mens Final Four

Steve, in charge of feedback management, and human resources will head up the Crude Crew for
the event at the National Collegiate Athletic Association Mens Division One Basketball
Tournament, better known as the Final Four. On Saturday, April 1 through Sunday, April 2,
2017, the Crude Crew will set up an event tent in the parking lot of Harmon Park in Phoenix,
Arizona.

Social media promotion will be especially important for this event as there is expected to be over
100,000 people in attendance, in addition to the worldwide viewership of over 11 million people.

At this event, there will be a sign-up sheet to order a Final Four Deal of Crude Juice, which
will include one case of all four flavors (24 juices in total) for ONLY four dollars. The catch
will be, only the first 400 people to sign up will be eligible for the Final Four Deal.

CRUDE JUICE: RE-BRANDING PROPOSAL

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Event Four:
Electric Daisy Carnival

The Electric Daisy Carnival (EDC) music festival is one of the most popular music festivals in
the United States. The Crude Crew will set up an event tent at EDC from Saturday, May 13
through Sunday, May 14, 2017. This event is important because over 100,000 people, mostly
young people between the ages of 18-28, attend every year. Additionally, the entire festival is
live streamed on SiriusXM Satellite Radio on Channel 52: Electric Area.

This event will be similar to the other events in that Crew will focus on customer interaction and
feedback in accordance to the new flavors, new bottle, and new logo.

CRUDE JUICE: RE-BRANDING PROPOSAL

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Event Five:
Reebok CrossFit Games

Khalil, who is in charge of the social media outreach department and accounting, will be the
head Crew member for the last event of the 2017 year: the Reebok CrossFit Games that are being
held in Carson, California.

The Crude Crew will set up an event tent at the CrossFit Games on Saturday, July 29 through
Sunday, July 30, 2017 that will include all the bells and whistles of the previous events.
However, this is the most impactful event, because it is the last event of the 2017-year, even
though it is held only halfway through the fiscal year. In other words, this is the Crude teams
last chance to make an impact on their public.

Being that we are based in Michigan and are a beverage company we will also publicize our
understanding for those in Flint, Michigan who were harmed by the pipe water. Crude will show
that we are making a change by simply donating our time and effort to medical centers and food
shelters. This will not be one of our events but an effort to make people want to endorse our
product but we are helping those who have been affected by the poor water supply. There will be
an importance to stay away from any political expression as that may hurt us greatly since we are
not a well-established company yet.

There will be a great deal of effort put toward our environmental awareness and proper treatment
to those who are a part of Crude. The target audience will be young adults because they are

CRUDE JUICE: RE-BRANDING PROPOSAL

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technologically savvy and a generation that is very aware of the damage that has taken place on
our planet, so they are conscious and wary of companies that have a specific business missions
that incorporate social responsibility.

CRUDE JUICE: RE-BRANDING PROPOSAL

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Proposed Budget

Event Budget
Item

Approximate Cost

Event tent
10 x 10
Banner
10x2
16 GB Wi-Fi Apple Air iPad
$300
x2
1,200 count package of Dixie Cups
$10/each
x 175 packs
Flat screen TV
50
Extension cords
$9/each
x 10
Event tables
$70/each
x3
Standing lamps
$20
x6
Juice
$1.50/bottle (manufacture cost)
x 25,000
Event Shirts
$15/shirt
x 5 people
x 2 days
Event Spot Rental
Misc./Emergency

$400
$150
$600
$1,750
$350
$90
$210
$120
$37,500

TOTAL
TRIP COST: $5,036
EVENT COST: $43,070
COLORADO GRAND TOTAL: $48,106

$150
$1,500
$250
$43,070

CRUDE JUICE: RE-BRANDING PROPOSAL

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Winter X-Games
Aspen, CO base of Buttermilk Mountain
Saturday, January 28 Sunday, January 29, 2017
Trip Budget
Item

Approximate Cost

Flights
MI > CO
$332/flight x 5 people
CO > MI
$332/flight x 5 people
Rental Car
Denver
$13/day x 4 days
+ $100 insurance
Gas
$3/gallon
+ 2 days of using 16 gallons
+ 2 days of using 3 gallons
Food
$20/meal/person
x 3 meals/day
x 4 days
x 5 people
AirBNB
$200/night
x 3 nights
Misc./Emergency

$3,320

$152

$114

$700

TOTAL

$600
$150
$5,036

CRUDE JUICE: RE-BRANDING PROPOSAL

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Electric Daisy Carnival: EDM Festival

New York City, NY Citi Field
Saturday May 13 Sunday May 14, 2017
Trip Budget
Item

Approximate Cost

Flights
MI > NY
$286/flight x 5 people
NY > MI
$286/flight x 5 people
Rental Car
New York
$21/day x 4 days
+ $150 insurance
Gas
$4/gallon
+ 2 days of using 10 gallons
Cab Fares
$15/each
+ 2 days of cabs x 4 trips
Food
$25/meal/person
x 3 meals/day
x 4 days
x 5 people
AirBNB
$250/night
x 3 nights
Misc./Emergency

$2,860

$234
$80
$120

$1,500

TOTAL

$750
$200
$5,744

CRUDE JUICE: RE-BRANDING PROPOSAL

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Event Budget
Item

Approximate Cost

Juice
$1.50/bottle (manufacture cost)
x 12,500
TOTAL

$18,750
$18,750

TRIP COST: $5,744

EVENT COST: $18,750
NEW YORK GRAND TOTAL: $24,494
BUDGET
Trip Budget: Event Three
Item

Approximate Cost

Flights
5 round trip plane tickets: $300 for each worker

$1,500
Hotel Rooms
$300 x 3 nights
$900
Stipend
$300 for 5 workers
$1,500
Items
Tent $500
2 tables $100
Projector $80
Portable screen for video $50
Basketball Hoop $150
Basketball $25
Zebra Mascot outfit = $100
5 Boxes of our T-Shirts = $300
Large Sign of our Brand = $200
Promotions
$10 a day for the month of March

$1,505

$310
TOTAL

$5,715

CRUDE JUICE: RE-BRANDING PROPOSAL

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South by Southwest (SXSW): Music, Film, Interactive Festival

Austin, Texas
Wednesday, March 15 Thursday, March 16, 2017
Trip Budget
Item

Approximate Cost

Flights
MI > TX
$350/flight x 5 people
TX > MI
$350/flight x 5 people
Rental Car
Austin
$20/day x 4 days
+ $100 insurance
Gas
$3/gallon
+ 2 days of using 16 gallons
+ 2 days of using 3 gallons
Food
$20/meal/person
x 3 meals/day
x 4 days
x 5 people
AirBNB
$286/night
x 3 nights
Misc./Emergency

$4,900

$180

$114

$700

TOTAL

$858
$200
$6,952

Event Budget
Item

Approximate Cost

Juice
$1.50/bottle (manufacture cost)
x 12,500
TOTAL
TRIP COST: $5,744
EVENT COST: $18,750
AUSTIN GRAND TOTAL: $25,702

$18,750
$18,750

CRUDE JUICE: RE-BRANDING PROPOSAL

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2017 CrossFit Games

Carson, CA Stub Hub Center
Wednesday, July 26 Sunday, July 30, 2017
Trip Budget
Item

Approximate Cost

Flights
MI > CA
$413/flight x 5 people
CA > MI
$413/flight x 5 people
Rental Car
Carson
$26/day x 5 days
+ $100 insurance
Gas
$3/gallon
+ 3 days of using 16 gallons
+ 2 days of using 3 gallons
Food
$20/meal/person
x 3 meals/day
x 5 days
x 5 people
Hotel
$79/night
x 4 nights

$4,130

$230

$162

$1500
$316
TOTAL
Tentative Budget Totals
Trip Budget Totals = $29,785
Event Budget Totals = $61,820
Five Events Total = $91,605

$6,338

CRUDE JUICE: RE-BRANDING PROPOSAL

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Conclusion
ZebraSurf is honored to have been given the opportunity to pitch Crude Juice and possibly help
Crude with the expansion of their grass-roots effort for healthy living and clean drinking.

Overall, choosing ZebraSurf Advertising as the new advertising agency for Crude Juice will not
only increase the sales of Crude, but also the brand awareness, and most importantly the demand.

The events we have proposed will promote the Crude Juice product to almost every age range
group on the juice market. With our efforts combined, we will be able to interact with
customers, get immediate and survey feedback, and get the name of Crude out there. Our point
of difference is the connection the Crude Crew will make with potential customers, and their
experiences those customers will have at our booths.

It is time that Crude Juice made a splash in the raw juice world, and with ZebraSurf Advertising,
that splash is inevitable.

CRUDE JUICE: RE-BRANDING PROPOSAL

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References

AshleyPercival. (2016). Zebra surfer in pineapple shirt. Retrieved from https://s-media-cacheak0.pinimg.com/736x/e2/f6/79/e2f67986425d52f11b83100ce6b94248.jpg

BEVNET. (2015, April 15). CRUDE launches Orange #1 [Press release]. Retrieved from
http://www.bevnet.com/news/2015/crude-launches-orange-1

BEVNET. (2015, February 27). Reviews. Crude Juice. Retrieved from

http://www.bevnet.com/reviews/crude/pear-beet-ginger-aloe-vera-coconut-water

CrossFit Inc. (2016). About the games. Retrieved from http://games.crossfit.com/about-thegames

CRDE. (n.d.). Crude Juice. Retrieved from http://drinkcrude.com/

Fuse TV. (2016). South by Southwest. Retrieved from http://www.fuse.tv/events/sxsw

Insomniac. (2016). Electric Daisy Carnival. Retrieved from

http://www.electricdaisycarnival.com/

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Lawrence, J. (2014, June 2). Final Four at AT&T Stadium may break college basketball
attendance record but not the bank. HuffPost Sports. Retrieved from
http://www.huffingtonpost.com/jesse-lawrence/final-four-at-att-stadium_b_5072026.html

MyWorldEvents. (2016). EDC New York 2016. Retrieved from

http://www.myworldevents.com/music-festival/edc-new-york.html

NCAA. (2015, April 7). 2015 NCAA tournament has highest average viewership in 22 years.
Retrieved from http://www.ncaa.com/news/ncaa/article/2015-04-07/2015-ncaatournament-has-highest-average-viewership-22-years

NCAA. (2015, November 10). NCAA unveils 2017 Phoenix Mens Basketball Final Four logo.
Retrieved from http://www.ncaa.com/news/basketball-men/article/2015-11-10/ncaaunveils-2017-phoenix-mens-basketball-final-four-logo

NCAA. (2014, November 14). Five future Final Four sites announced. Retrieved from
http://www.ncaa.com/futurefinalfour

SiriusXM Radio Inc. (2016). Electric Area. Retrieved from

https://www.siriusxm.com/electricarea/weeklyschedule

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Stabile, R. (2015, May 26). EDC New York 2015: statistics and raver poll. Retrieved from
http://www.axs.com/news/edc-new-york-2015-statistics-and-raver-poll-55230

Statista: The Statistics Portal. (2016). People who watched the X Games on TV (USA), 2015
(fee-based). Retrieved from http://www.statista.com/statistics/229093/people-whowatched-the-x-games-on-tv-within-the-last-12-months-usa/

TabataTimes. (2016). How fast are the CrossFit Games growing? The Numbers tell the story.
TabitaTimes. Retrieved from http://www.tabatatimes.com/how-fast-are-the-crossfitgames-growing-the-numbers-tell-the-story/

Theis, M. (2015, April 1). SXSW attendance up in 2015; Music fest grows the fastest. Austin
Business Journal. Retrieved from
http://www.bizjournals.com/austin/blog/creative/2015/04/sxsw-attendance-up-in-2015music-fest-grows-the.html

XGAMES. (2016). XGAMES Aspen 2017. Retrieved from

https://xgamesaspen.frontgatetickets.com