Grace Needham, Isabelle Vetter, Lauren DeFerro, John Paul Dunphy

Brand: International Delight 

Advertising Goal: To increase brand awareness of the seasonal Pumpkin flavors that International Delight has to offer. This can be done through social media, in-store displays, commercials, etc. 

Product Background: International Delight is a popular coffee creamer brand that was created in the 1980s and includes a wide variety of coffee creamers and fun flavors. They also have created cold foam creamers, and they make pre-made iced coffee drinks that are all ready to drink. International Delight also has lactose-free, sugar-free, and fat-free creamers, which allows them to cater to everyone’s dietary needs. This specific product is their seasonal coffee creamer, which is Pumpkin Pie Spice, which is available throughout the fall season.

Creative Strategy Statement: To convince coffee lovers that International Delight will make their coffee creamier and sweeter because of its sugary taste and specialty holiday flavors.

Target Audience: The specific target audience for International Delight creamer usually consists of people over the age of 18 and younger than 45 years old. The reason for this age bracket is that coffee is usually consumed by adults, not children. Typically, older adults do not like sweetened coffee because it tends to be something that wasn’t as popular in the past, so they are not used to it. Creamer that is sweetened is also popular amongst many college kids. These students have a lot of schoolwork, so they drink caffeinated drinks like coffee to stay energized. The younger generation, such as Generation Z, does not like drinks that do not have a sweet kick to them. Therefore, International Delight creamer is perfect for these ages because it has flavors that are sweet and savory. This brand is also available to all individuals, no matter their dietary restrictions. International Delight offers regular creamers containing dairy, as well as lactose-free, sugar-free, and fat-free creamers. People who enjoy coffee are in the target audience as well because this particular brand is used in coffee products. International Delight is also perfect for people who want to save money because they can make their drink at home and use all the ingredients they like, instead of buying a coffee every time they want one. People that like the season of Autumn are also within the target audience. The Pumpkin Pie Spice creamer is a seasonal product based on pumpkins and other elements of the Fall.

Competition: International Delight is challenged by other coffee creamer brands like 

Coffeemate and Chobani. These coffee creamers offer a variety of flavors and sweetness, so they are major competitors to International Delight. Almond and oat milk are also major competitors to this brand because many people may want a healthier option that doesn’t contain as much dairy. Chain coffee stores are also competitors to International Delight. Places like Starbucks and Dunkin have their own brand of creamer that people may prefer. People may also want to go out and buy a coffee with creamer instead of making it in their house with International Delight.

What Does Target Currently Think: Customers currently see the brand as strong since it offers many different flavors, including holiday specials. This brand is extremely affordable and convenient since you can make great coffee in the comfort of your own home. One thing customers would like to see out of this brand is a change in the sugar content, since it is so high. Overall, the brand has a pretty positive reputation and many loyal customers.

Consumer Benefit: Consumers are able to get a taste of fall by drinking the delicious Pumpkin Pie creamer and experience the seasonal, limited-time flavors they have to offer. They also get convenience as they can simply add the creamer to their coffee at home, which leads to saving money and time. 

Why Buy?: Buy this product because it is perfect for getting in the fall spirit, it is extremely convenient, the brand offers gluten-free along with lactose-free creamers, it is affordable, and a great sweet touch on your coffee at home.

One Thing: Each sip will bring you a cozy and comforting taste of fall right in the comfort of your own home.

Positioning: Position International Delight Pumpkin Coffee Creamer as the must-have flavor for fall, allowing consumers to have a simple and accessible way to bring seasonal flavors and warmth to their morning cup of coffee.

USB: Delivers the signature pumpkin spice cafe flavor instantly and conveniently, allowing consumers to enjoy the seasonal taste of a fall beverage without having to leave the comfort of their own home and without breaking the bank.

Brand Character / Personality: International Delight products offer a warm and joyful personality. The brand manifests an inviting and friendly feeling that allows and encourages consumers to enjoy every small sip of happiness in their morning routine. 

Tone: This International Delight product has a fun and cozy tone to it, as it is able to provide a 

light and playful vibe, as this is a seasonal flavor that gives off nostalgia, and reminds people of the fall season, just simply by tasting the product. Drinking this product with a cup of coffee can give a sense of comfort and warmth, because it may remind people of the holidays, fun experiences,  the fall season, and everything that comes along with it.  

Point of View: International Delight speaks for the perspective of a brand that believes every sip of coffee deserves its own special moment. Consistency is key, and each bottle and taste of creamer is the same amazing flavor. The brand allows consumers to create their own unique beverages through affordable and simple joys.

Tactics and Media to be Used: Our specific advertisements for International Delight will focus on the seasonal coffee creamer flavors, particularly the Pumpkin flavor. The advertisements will contain elements of the season of Autumn, such as colored leaves, Halloween, pumpkins, and the colors of orange, red, yellow, and brown. The forms of media that will be used to promote this specific brand are social media, billboards, emailed information and coupons, and commercials. Social media is very important because that is where many people get their information, and it is the main platform that people check. International Delight can post short videos that align with trending topics. Billboards and commercials would also be beneficial because they can be quick and to the point, attracting the attention of the audience. If a billboard were located on a street that had grocery stores, the audience could be reminded not to forget to pick up that specific brand of creamer at the store.

Generate Interest and Create Buzz: Teasing the return of the beloved flavors around August and September, then releasing the product when fall starts in mid-September. Advertising on social media is one of the easiest ways to spread the word, since it is free to post on your own social media accounts. Specifically on apps such as Instagram and TikTok, since many people are on these apps almost every day. Posting about the general feeling and vibes of fall will get people in the mood and then interested in buying the product. Using specific hashtags will also help when posting. 

Tagline to be Used: Spice Up Your Season One Sip At A Time

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