JOIN THE PRIDE
How do we get there?
BOLD IN FLAVOR
BRAVE IN PURPOSE
Safari Pride is a brand that is bold in flavor and brave in purpose and the same could be said about our audience. Our audience demonstrates bravery through their situations and behavioral patterns showing that they are not afraid to break from societal stereotypes on how life should be lived and we would like to incorporate this into their coffee.
“Join the Pride” is meant to act as a call to action to our audience and bring out their unique and bold attributes in a community of like-minded individuals and goals. Safari Pride promises to bring its consumers the bold luxurious flavor of African coffee while leaving a positive footprint.
“Join the pride” cannot only be used to attract customers but also to gain brand loyalty such as rewards programs for customers gaining the sense of strong community we are striving to create.
JOIN THE PRIDE
North Star
The tone we will be using is a friend advising you to try Safari Pride Coffee. The friend will inform you about everything unique about Safari pride and how different they are from other brands.
The colors will be consistent with Safari Pride's current palate as well as introducing natural high quality imagery to showcase the attention of the brand on quality.
The creative strategy revolves around the idea of community and beauty coming from hard work of those around them. Safari Pride coffee is dedicated to the quality that comes from the human touch in the process of making, this must also be present in the campaign materials.
Creative Strategy
Our message strategy is going to convey Safari Pride's mission of creating community and making a change by creating a personal connection with our audience's beliefs. To do this we are going to use a straightforward approach appealing to customers who view their coffee to be a necessity in their daily routines while also incorporating their desire to be a part of something bigger to create positive change.
We would also like to add a sense of adventure inviting consumers from average conventional coffee tastes over to the bold luxurious new flavor of Safari Pride Coffee.
The brand is the community Safari Pride will create with people who would like to experience the adventure and bold flavor of Safari Pride and be a part of its purpose supporting the community that cultivates and is a piece of the Safari Pride brand.
Message Strategy
Media Schedule
The media schedule and budget break down places an emphasis in investing into socials. Based on Safari Pride's brand positioning they need to develop a community on social media that talks about, appreciates and shares the product. By engaging viewers and paying to come across the consumers screens Safari Pride can work towards this campaigns goal to raise brand awareness.
With 62% of the budget being allocated for social media advertising as well as influencer content this campaign aims to reach the target demographic where they are spending hours looking a day, their phone. The investment into influencer marketing is due to the demographic trusting micro influencers especially ones with a background in the pursuit of quality coffee.