Table of Contents

Table of Contents
Situation Anaylsis 4-8

Company History 4
Marketing Mix 5
Brand Analysis 6
Competitive Analysis 7
Competitive Matrix 8

Research 9 - 10

Survey 11 - 12

Target Audience 13

SWOT Analysis 14

Objectives 15

Creative Executions 16 - 20

The Big Idea 16
Non- Traditional 17 - 19
Traditional 20

Media Strategy 21 - 23

Media Plan 21
Flow Chart 22
Evaluation 23
 Situation Analysis
Situation Analysis
Mission:
Company History
“Not all metal bottles are created equal when it comes to
The Klean Kanteen company is family owned health and human safety….Sure it costs more to produce a
and was started in Chico, California in 2004 by Darrel stainless steel bottle compared to aluminum or plastic, but
Cresswell and his children, Jeff Cresswell and Michelle we’ve always thought you were worth it. At Klean Kanteen, our
Kalberer. goals are simple: to provide affordable, high quality beverage
The Klean Kanteen Company is an originator containers and accessories that are good for people, and good
in the stainless steel industry and jumped into the for the planet.” - The Cresswell Family
reusable beverage container market before the
current widespread concern about health and
environmental issues in relation to Bisphenol-A
(BPA) being found in plastic containers worldwide.
The company was founded because the Cresswell
family wanted to give people something longer lasting
and safer than aluminum or plastic containers. Klean
Kanteen wanted to offer a lightweight, reusable,
body-friendly bottle free of bisphenol-A, and a bottle
durable enough to last a lifetime.
Klean Kanteen has grown over the past five
years from a tiny, upstart company to a leader in the
stainless steel bottle industry. In 2006, the company
brought in one million dollars, and in only two years
time projected sales of eighteen million dollars in
Situation Analysis - Company Analysis

2008. During this time, Klean Kanteen has taken

significant steps toward lowering their environmental
footprint through consideration and adjustments in
 
every aspect of their facilities and practices. Ensuring
their office paper is 100% postconsumer content, Kanteen partners with local, national, and international
providing hand and dish soaps that are fair trade and organizations to support efforts toward health, clean
eco-friendly, and using Energy Star-certified office drinking water, and protecting the environment. The
equiment, are just a few of Klean Kanteen’s earth-in- Klean Kanteen brand is dedicated to product and service
mind internal operation choices. excellence and treats their customers like good neighbors,
In addition to including environmental and fair and their partners like dear friends (KleanKanteen.com).
labor consciousness in their business practices, Klean
4
Marketing Mix
Marketing Mix

Product: Place:
The Klean Kanteen brand brings a new way of
thinking and drinking to the reusable beverage container Klean Kanteen is largely known on the internet and on its
industry. First released in 2004, Klean Kanteen was started internet site kleankanteen.com. Klean Kateen is steadily
in Chico, California made,of items found in the local making a name for itself in the reusable beverage container
hardware store. Five years later, Klean Kanteen is still the market. You can find Klean Kanteens at REI’s nationwide,
same family- owned and operated company. Klean Kanteens specialty stores and others that support and cater to those
are made of 100% stainless steel threads, 18/8 food– grade who live healthy, active, green, alternative lifestyles.
stainless steel, and boasts features such as large mouth
openings, easy to clean curves, BPA- free caps, and being
eco- friendly & recyclable. The company prides itself on a
“design engineered for function in every way.”

Price: Promotion:
The price for a Klean Kanteen is slightly above the Klean Kanteen has no advertising and extremely
average for reusable containers because of the high quality limited promotion other than its website. You can find
materials used to make them. Prices range from $19.95 to Klean Kanteen on social networking sites such as Facebook
$27.95 for a classic bottle and $16.95 to $32.95 for the and Twitter. Klean Kanteen also has a monthly photo

Situation Analysis - Marketing MIx

wide style. Accessories for the Klean Kanteen range from contest on Flickr. These websites allow interaction between
$2.99 for carabineers to $8.99 for insulated totes. Klean Kanteen and their consumers. Klean Kanteen has
also received a large amount of positive press for their
philanthropic work that supports the healthy people
and healthy world that the Klean Kanteen company is so
dedicated to, creating a positive brand image amongst
consumers.

Brand Analysis
Brand Analysis
Visual Branding Visual Elements
Klean Kanteen comes in an array of colors Klean Kanteen has branded itself as a leader in
that can be found in nature. Names such as: Indicator sustainable companies that promotes consumers to be both
Red, Green Moss, Orange Sunset, Ocean Blue, environmentally friendly and healthy through their products.
Black Eclipse, Pink Renewal, Tree Bark, and Brushed As creators of one of the original stainless steel containers,
Stainless go along with the eco-friendly position that Klean Kanteen has dedicated itself to the advancement of
Klean Kanteen takes. Klean Kanteen is available in reusable drinking containers, and also to the advancement
multiple sizes to fit consumers needs. There is also a and the push for a more eco-friendly world. Klean Kanteen
Sippy cup lid for young users as well. Klean Kanteen is involved with many philanthropic organizations including:
updated their logo to look more modern by changing 1% for the Planet, Healthy Child Helathy World, ClifBar
its lettering, layout, and adding a splash of color. Klean GreenNotes, The Breast Cancer Foundation, and Nature
Kanteen has also adopted the motto: “Not all Metal Bridge. Klean Kanteen not only wants to be known for their
Bottles are Created Equal”, which refers to the design revolutionary products, but also as a company who gives
and features that makes Klean Kanteen a step above back to the world around them.
the rest.
Situation Analysis - Brand Analysis

 
 

   
6


Competition
Competition
Competing Brands
Klean Kanteen is a leader and originator in the
stainless steel water bottle industry. Other leading
name brand beverage containers such as CamelBak,
Nalgene, and Sigg compete with Klean Kanteen in the
mid to high price range market. The average reusable
bottle price ranges from $15.00 to $35.00 with Klean
Kanteen priced at about $20.00.

It is important to note that all of the companies

offer different sizes and features that effect pricing.
Reusable beverage containers that are not name
brand and can be found at grocery stores, gas stations, Nalgene
and one stop shop locations such as Walmart also CamelBak
provide competition with Klean Kanteen because
they offer a similar product at a much lower cost.

Finally, Klean Kanteen competes with the

plastic water bottle industry overall as the reusable
container market works to convert non-reusable
container users to reusable container users. Beyond
promotions and the competing companies websites,
all of the competitors do limited advertising with

Situation Analysis - Competition

Nalgene, CamelBak, and Sigg doing the only true
advertising within magazines that focus on outdoor
recreation such as camping, biking, and rock climbing.
Sigg

7
 Competitive Matrix
Competitive Matrix
CamelBak Nalgene Sigg Generic Nestle Water
Bottles
- Drink The original Swiss - Nestle Pure Life
Drink responsibly Bottle - Ice Mountain-n-
Smarter - Genuine N/A Pure as the
Nalgene, ask for it Driven Snow
Philosophy by name
Based in California and Founded in 1949 A European Started a trend of Founded in 1976
found 1989, CamelBac and started favorite that making similar dustributing
is the originator and producing water started in 19990 products of name Perrier and now
world leader in hands bottles in the and came to the brands for a owns 15 of the
free hydration 1970’s USA in 2005 cheaper price country’s best
bottled water
History brands

$24.00 $5 - $8 / 24
$12.00 $20 - $30 $7 - $15
pack
Price
- Stainless Steel - Made of BPA - Made out of - Available in Wide variety of
- Insulated Option free Eastman aluminum with an aluminum, plastic, sizes and also
- No tip bite valve - Tritan inside coating stainless steel and flavors
also sell hands free Co-polyester - Variety of sizes a wide variety of
hydration systems - Stainless steel and caps shapes, sizes, and
Design container - 100’s of color colors
Feature - Wide variety of and design
Situation Analysis - Competitive Matrix

sizes, shapes options

- Online - Online - Online
- Online - Online
- Sporting good - Sporting good - Grocery Stores
- Sporting goods - Grocery Stores
stores stores - Vending Machines
stores - Retail outlets
- Outdoor gear - School book - One-stop shops
- Specialty Stores - One-stop shops
suppliers stores -Gas Stations
- Gas Stations
- Other specialty
Availability shops
Turn in your old BPA - Nalgene Choice Express your Many companies Nestle Pure Life’s Go
aluminum bottle for a - New online aid to originality and enjoy and organizations Play Campaign asks
free insulated help consumers pick the functionality and purchase generic families to collect
CamelBak stainless the Nalgene product quality of a Swiss bottles and put labels and Nestle
steel bottle best for them design with our SIGG their name in them donates to the
Promotions children’s school
8
 Research
Research
Observational Research

In-store research at the retail stores that sell of reusable water bottles. They were all located in
Klean Kanteens and competing beverage containers the plastic reusable Tupperwear section, except for a
has given our group better insight as to where Klean few in the sporting goods section. The associates had
Kanteen stands in the reusable beverage container never heard of the Klean Kanteen brand and were
industry. The research also helped us see where not aware of the benefits of using them.
improvements could be made to build brand
awareness and improve consumer perceptions of Shawnee Trails, a locally owned outdoor gear
the company. Because there are no Klean Kanteen outfitter, did carry the Klean Kanteen brand and
retail stores, the observational research that our team had quite a wide variety of sizes, colors, and styles,
gathered was from Dick’s Sporting Goods store, including the water bottles and the wine carafe. The
Walmart Super Center, Shawnee Trails, and the local Klean Kanteen products were located in the center of
neighborhood Co-Op Grocery store. the store on a Klean Kanteen display case. The display
used at Shawnee Trails was the first and only display
The first store visited was Dick’s Sporting we had encountered for the brand and it was very
Goods and they did carry the Klean Kanteen brand, simple and unimpressive. The store owner said that
but we had a very hard time finding it within the store. the Klean Kanteens sold pretty well, but that Nalgene
After searching for Klean Kanteens we could only find and CamelBak were still the most popular.
one bottle, which was placed on a shelf along side
clothes and hats. It was unclear if the Klean Kanteen At the local Neighborhood Co-Op Grocery
was placed in this location on purpose or by mistake there were no Klean Kanteen products. The main
because there was no specific location where they brand they carried was Sigg and a brand called Go
were kept. The sales associates explained that they Green. They were located in the back of the store
only carry the brand at certain times during the year, where people can refill their gallon water containers.
primarily in the summer months. However, when the The sales associate said that the store does not carry
brand is carried many customers purchase them. The the Klean Kanteen brand, but she was aware of the

Research - Observational
competing brands like CamelBak and Nalgene were brand and was surprised that the store did not carry
the main reusable bottles that they carried.They were Klean Kanteens.
located in the far right corner of the store and also
on kiosks in the middle of the store.

Walmart didn’t carry the Klean Kanteen

brand. They only carried the generic Wal-mart brand
9
 Research Con’t
Research Con’t
Focus Group
To better understand how consumers view
the Klean Kanteen brand and the reusable beverage
container industry overall, our team conducted a
focus group consisting of seven college students.
Two male and five female students participated in
our focus group. We asked a variety of questions
about reusable containers in general, including if
they used reusable containers, what brands they
use or have heard of, what their position was on
being environmentally friendly, and if they had ever
heard of the Klean Kanteen brand. Not one of the
seven focus group members had ever heard of Klean
Kanteens. The leading competitors of Klean Kanteen
were not mentioned either, but generic brands from
stores such as Wal-Mart and Target were the most
used by the focus group members because of the
 
low price and convenience at which the bottles could
be purchased.

Everyone in the focus group, male and female,

Price was one of the most important factors our participants focused on when
had similar answers to all of our questions. Overall,
considering the purchase of a reusable beverage container. The entire group thought that
about half the group considered themselves to be
the Klean Kanteen was overpriced. There was a general consensus that if Klean Kanteens
somewhat environmentally conscious, and willing
were less expensive or given out as complimentary samples, the members would be much
to take at least small steps toward living greener
more likely to use one. However, when we informed them about the ways in which Klean
lifestyles. The participants were also aware of the
Kanteen gives back to the community, and that the company’s values and ideals are strongly
negative effects of water bottles that are not recycled
Research - Focus Group

influenced by helping people maintain their health and a healthy planet, the group agreed
filling up landfills. On the other hand, the group was
that this would definitely help sway their opinion on whether or not they would buy a Klean
predominantly unaware of the negative health effects
Kanteen. Furthermore, the focus group participants were semi-satisfied with the aesthetics of
that can result from refilling plastic bottles, including
the product, and enjoyed its durable quality. Everyone agreed that if the brand could have a
the very unsanitary germ infested nature of a reused
more personalized aesthetic or was designed to represent a certain cause or organization the
water bottle, and the fact that the bottles could
group would be more likely to purchase a Klean Kanteen.
release harmful chemicals into the water and their
10 bodies.
 Survey
Survey
Section 1 It was also important for us to find out Reusing Plastic Bottles is a Good Way to
Our survey was posted on Google docs if consumers understood that plastic bottles are Lessen Carbon Footprints
and was filled out by 107 participants. The study harmful toward the environment, and that their reuse Strongly Disagree
participants were predominantly female, between the is potentially harmful to themselves. Results revealed 25%
ages of 18 to 24 and are currently attending college. that our survey participants agree that plastic bottles Disagree

The survey proved to be very valuable in evaluating are harmful to the environment; but the majority of 44%
Neutral
the attitudes of our target audience and gaining insight them refill their plastic water bottles, and believe that
19% Agree
into their awareness of the Klean Kanteen brand and doing so is helpful to reducing their carbon footprint.
other reusable beverage containers. Please see the 8%
Strongly Agree

appendix for the complete survey questions. Plastic Bottles Harming the Environment
Strongly Disagree
5%

The first section of our survey was designed

to gain a better understanding of consumer’s buying 34%
Disagree
0 10 20 30 40 50

habits of plastic bottles and the attitudes held about 48%

This information is valuable because
Neutral
them. We thought this would be a good way to help we now know that people think they are
understand why people use plastic over reusable 13% Agree helping their environment and thus themselves
containers. We found that the majority of the study by refilling their plastic bottles, while in reality
participants do purchase plastic bottles and half of them 4% Strongly Agree
they are risking their health and eventually
use three or more bottles a week. This information still putting plastic bottles into landfills, which
1%
gives a good idea of just how high the consumption are two problems the Klean Kanteen brand is
of water bottles actually is, and also shows that there positioned against.
is a large population of people who could potentially 0 10 20 30 40 50

be converted to loyal reusable beverage container Response to Refilling Plastic Bottles

users.
No
Average Number of Plastic Bottles Used Per Week
Yes
9 or more

10% 6 to 8
41%
13% 3 to 5
59%

51% 0 to 2

26%

Survey
11
 Survey Con’t
Survey Con’t
Section 2
Reusable Drinking Container Owners Awareness of Drinking Container Brands
The second section of our survey asked
questions about people’s use and attitudes toward Other
No
reusable beverage containers. We were happy to 63%
Enviro New Wave
see that a majority of respondents did use their Yes
18%
21%
reusable drinking container because it is better for Camelbak
the environment which matches values of the Klean 29%
Klean Kantene
Kanteen brand. However, the fact that 84 of the 107 57%
respondents already own a drinking container and Sigg
79%
that only 30% of the respondents had heard of the 9%

Klean Kanteen brand helped us identify the weakness 18%

Nalgene
of low brand awareness, and also that converting
consumers to the Klean Kanteen brand will be one
0 10 20 30 40 50 60 70 80
of our biggest challenges. The survey showed that
reusable beverage containers can be purchased at
every type of store and are also given out as free
promotions, which shows that Klean Kanteens need
to appear more available in order to compete with
the other brands.
Eco-Friendly Costs Keep Consumers Furthermore, it was excellent to see that the
from Purchasing majority, 77%, of study participants are interested in
Section 3 Strongly Disagree
making changes in their lifestyles to become more
The third section of our survey was designed 15%
Disagree eco-friendly, which could easily be done by using a
to gain insight into consumer attitudes and purchasing 44% product such as the Klean Kanteen. Also, 88 of study
Neutral
habits of eco-friendly/green products because the participants are more likely to purchase a product
Klean Kanteen company is founded on the principles 27% Agree
that supports a cause they believe in. This indicates
of being a sustainable company with eco-friendly 11% Strongly Agree
that by framing the Klean Kanteen brand in a way
production and promotion. It was great to see that 4% that shows people they are not only purchasing a
95 of our participants use green products. However, great quality product, but also fulfilling their desire to
the cost of such products is what keeps consumers 0 10 20 30 40 50 become more eco friendly will send a good message
from purchasing them more often. and create a positive relationship between the brand
Survey Con’t

and its potential and current consumers.

12
Target Audience
Target Audience
Primary Secondary
The primary target market for the 2010 The secondary target market for the 2010
Klean Kanteen campaign will consist of both males Klean Kanteen campaign consists of males and
and females between the ages of 18 to 34 living in or females 35-54 with families. These people are also
around Chicago. The target audience is well educated well educated, health conscious, and environmentally
and has either attended college or is attending college aware. These people are older and more successful
at the moment, making them web savvy and in touch than the primary market, giving them a larger amount
with technology. These people are health conscious of spending money. Also, people who are married
and lead busy active lifestyles, and have an appreciation with families will want to make purchases that are
for the outdoors. They have interest in entertainment, good for themselves and their loved ones. This group
sports, fashion, and the green movement. . of people will give the brand an opportunity to be
adopted by entire households, and become the
beverage container of choice for family outings.

Target Audience
13


SWOT Analysis
SWOT Analysis

• Strong eco-friendly brand identity

• Green Market popularity on the rise
• The product can be used by all ages • Lack of advertising in general
• An originator, and thus trustworthy brand • Price
in the stainless steel beverage container • Low brand awareness
industry • Lack of aesthetic design options
• Positive philanthropic company identity
• Availability in popular retail outlets
• Ultimately helps consumers save money
• BPA free
• Maker of high quality products

• Advertising and promotions • Less expensive generic brands

• Aiding people in living greener lifestyles • Competing brands, whose
by making a statement, and a difference in
companies are older and more well
their health and the environment
• Potential conversion of heavy plastic bottle known
users to reusable containers • Saturated reusable beverage
• Create a niche market for stainless steel container market
containers vs. plastic and non BPA free • Any company that puts their
• Create a buzz around the company’s beverage in a plastic container
SWOT Analysis

actions that combat negative

• Many people already own
environmental and health issues
reusable containers

14


Objectives
Objectives
Communication Marketing Media
The Klean Kanteen brand has a huge Because Klean Kanteens brand awareness Focusing on the Chicagoland area, the
opportunity to promote the brand in a big is so low, we think that it is important to drive 2010 Klean Kanteen campaign will make use of
way because the level of promotion they do sales at both retail outlets and online to take its budget of $100,000 efficiently by spending
now is miniscule. One of the main goals of the advantage of the online and instore shopper less than 25% on traditional media, including
2010 Klean Kanteen campaign is to build brand markets. Klean Kanteen does not have its own the internet and the L train and use 75% of the
awareness in the Chicagoland area. store, and many of its retail outlets are small scale. budget on nontraditional touch points that will
This means we need to drive consumers to the resonate in consumers’ minds by helping us to
- Increase awareness of the Klean Kanteen bigger name retailers where the Klean Kanteen build brand awareness and increase sales.
brand among our primary and secondary target is available, such as REI, and also push website
audiences in Chicago and the surrounding purchases. And so, our main marketing objective Our goal is to reach 25% of the primary
suburbs by 45% in the fiscal year 2010 is to increase the annual sales of Klean Kanteens and secondary target audience at least three
by 15% in the Chicago land area between the times throughout the campaign, and attempt to
- Build interest in the brand and drive consumers online store and other retailers. reach them five times throughout the yearlong
to the Klean Kanteen website and social media, campaign.
such as Facebook and Twitter, to find out more
information about the brand and to make
purchases.

- Build consumer traffic toward locations where

Klean Kanteens can be purchased

Objectives
15


Creative Executions
Creative Executions
The Big Idea
Klean Kanteen: Bottled Up? Break Free.
Creative Executions - The Big Idea

 
The Klean Kanteen brand is an eco-friendly, healthy, and positive choice in reusable containers for both people and
the planet. The Klean Kanteen Company believes in sustainability and breaking free from the overconsumption of goods
that are harmful to people and the environment. Being a part of the Klean Kanteen family involves taking action in one’s
own life to make moves toward positive change, and that is something to celebrate. The Klean Kanteen “ Bottled Up? Break
Free.” Campaign captures the essence of the brand by calling people to make a conscious lifestyle choice that will benefit
themselves and the world we live in.
16


Non-Traditional Advertising
Non-Traditional Advertising
Street Team Refill Station
The Klean Kanteen Crew will take The Klean Kanteen refill stations will help reach the “Bottled Up? Break
the Klean Kanteen “ Bottled Up? Break Free.” Free.” Campaign’s primary goal of building brand awareness amongst Chicagoans
Campaign to the streets in the months of May by creating an experience with the brand that is memorable and also encouraging
through October. Teams will consist of 5 or 6 people to lead healthy and active lifestyles for themselves and the planet which is a
members who travel around the city on bikes key value of the Klean Kanteen company. The Klean Kanteen refill stations will be
in Klean Kanteen gear talking to people about placed at three different popular summer events in Chicago: The Taste of Chicago,
Klean Kanteens, creating a buzz around the The Chicago Blues Fest, and The Wicker
Klean Kanteen brand, and setting up a trivia Park Summer Fest which cumulatively
wheel at prime locations where people can bring in 3,660,000 attendees a year. The
take advantage of the opportunity to win Klean stations will consist of Klean Kanteen
Kanteens, as well as magnet coupons. The Klean branded tents where people can come and
Kanteen Street Team will have a presence at have their reusable water containers
events such as the Grant Park Music festival, and or previously used plastic water bottles
locations such as Navy Pier, the Lake Shore Drive filled and refilled throughout the day.
bike path, College Campus’s, Millennium Park, The tents will be placed at central
Museum Campus, and other heavily populated locations at each of the outdoor festivals,
areas. and a very large Klean Kanteen helium
balloon will float above each location
 
so that the tents can be easily located, used
as a landmark for festival navigation, and

Creative Executions - Non-Traditional

ensure that all festival attendees are aware
of the Klean Kanteen brand. Klean Kanteen
team members   will distribute water

and also encourage people throughout the

festival to make use of the refill station. The first 100 people to refill their containers
will receive a free Klean Kanteen everyday of each festival. Klean Kanteens will be
available on site for purchase, and 25% off on-line purchase magnet coupons will be
distributed to everyone who makes use of the refill station. Also, a Klean Kanteen
“Bottled Up? Break Free.” Sticker will be placed on every plastic water bottle that
  is refilled to cover the existing label and remind consumers that Klean Kanteen is
the best choice when purchasing a reusable container.
17


Non-Traditional Con’t
Non-Traditional Con’t
Lollapalooza Klean Kanteen Chicago Style Klean Kanteen
Cool Off Stations
The cool off station at LOLLAPALOOZA The members of the Klean Kanteen team decided that
music festival will consist of a Klean Kanteen water it would be ideal to create a limited edition Chicago style Klean
fountain that will go off every hour on the hour for Kanteen reusable container. This particular Klean Kanteen will
twenty minutes where people can come and have a feature the Chicago skyline on the front of the bottle, as well
fun and unique experience with the brand and take as the Klean Kanteen logo. Creating the Chicago style Klean
the opportunity to cool off in the extreme heat of the Kanteen, will help the Chicago target market identify with the
August festival. The fountain will be accompanied by brand. Potential Klean Kanteen customers will be able to find
the Klean Kanteen street team who will encourage this limited edition Klean Kanteen at each of the events that
people to enjoy the fountain, take pictures that can Klean Kanteen participates in as well as online and at local
be retrieved on Klean Kanteen’s facebook and flickr Chicago retailers.  
pages, and also encourage interaction with the brand
through trivia games and Klean Kanteen promotional
giveaways. Recycling Bin “Bottled Up?
Break Free.” Advertisements
Recycling bins offered by the Free Green Can
Recycling Company supplies large Chicago festivals
with recycling cans in exchange for revenue created by
advertisements placed on the cans for only a $1.00 a day.
Creative Executions - Non-Traditional

According to Free Green Can Recycling, Ads are open to

“any environmentally responsible company, organization
or person,” helping the sponsor “build a green
reputation. Klean Kanteen will place advertisements on
these recycling cans in order to capture the attention
of environmentally conscious people and encourage
people to switch from plastic bottles to a reusable Klean
Kanteen. Klean Kanteen will advertise on 100 cans at
each of the following festivals: Taste of Chicago, Blues
Fest, Chicago Air and Water Show, and Lollapalooza.  
18  


Non-Traditional Con’t
Non-Traditional Con’t
Chicago Green City Market
Chicago Triathlon Expo Booth Tote Giveaway
The Chicago Triathlon is the largest triathlon in Chicago’s only year round farmers market is
the world. The Multi Sport and Fitness Expo is the the perfect place to reach consumers who believe
mandatory site of the triathlon registration packet in leading healthy, active lifestyles for themselves and
pickup for the triathlons’ 11,000 participants, and is the planet. The Chicago Green city market supports
visited every year by over 18,000 sports enthusiasts. and promotes local, sustainable agricultural practices
Klean Kanteen’s booth at the Expo will give the brand and places it’s success in the hands of their 80,000
premium exposure amongst leading athletes who are “conscientious and caring” consumers. Klean Kanteen
both health and environmentally conscious. Klean reusable shopping totes, and coupons will be distributed
Kanteens will be available for purchase, and the Klean every Saturday that the market is indoors, November
Kanteen team will be present to encourage interaction 7th through April 24th. The totes will serve as great
with the booth through trivia and Klean Kanteen touch points for the Klean Kanteen brand, and will be
promotional giveaways. Magnet coupons will also be reused over and over again to keep Klean Kanteen at  
distributed at the booth. the top of consumer’s minds every time they shop.

College Gym Advertisements

There will be two types of advertisements placed
in the gyms and recreational centers of the following
colleges; DePaul University, Loyola University Chicago,
Columbia College Chicago, the University of Illinois

Creative Executions - Non-Traditional

Chicago, and the University of Chicago. First, posters
will be placed around the gyms and recreational centers
with our logo and tagline. Second, advertisements
will be placed in cup holders that are attached to the
work out machines. These small advertisements are
designed to look like a Klean Kanteen so that it appears
as if a Klean Kanteen is in the cup holder. This will hold
peoples attention while they spend time working out.
The benefits of these advertisements are high visibility
 
and exposure while building a relationship directly with
 
the consumers. It is also convenient and cost effective.
19


Traditional Advertising
Traditional Advertising
Klean Kanteen “L” Train
Advertisements
Klean Kanteen believes strongly in the benefits of public transportation to
people and the environment. And so, Klean Kanteen will be purchasing all of the ads
within two cars on Chicago’s “L” railway in order to create a noticeable and memorable
Klean Kanteen brand experience for train riders. Instead of placing ads sporadically
throughout the railway system Klean Kanteen will take over a car on each of Chicago’s
two most popular railways, the Red Line and the Blue Line, which are frequently ridden
by both students and professionals which will allow the ads to be seen by both the
primary and secondary target audiences. These ads will be placed during the three
winter months, December through February, and will maintain a bright, clean, positive
tone and color scheme so that people can have an aesthetically pleasing experience while
they ride the train and learn about the Klean Kanteen brand while being encouraged to
visit the website and make a purchase.

Online: Facebook, Flickr, Twitter

The “ Bottled Up? Break Free.” Campaign will also involve
creating a larger online Klean Kanteen community in order to build
brand awareness. This will involve Klean Kanteen making an effort
Creative Executions - Traditional

to friend as many Chicagoans as possible whose interests include

 
sports, health, outdoor recreational activites, music festivals, and
so on. The Klean Kanteen Flickr contest will remain, but will be
publicized more via Facebook and Twitter to build the number of
  participants. Also, instead of only Twittering sporadically, the Klean
Kanteen company will tweet everyday at least once a day with
news about the company, interesting facts about the benefits of
using Klean Kanteens, and offer special discount offers.

20  


Media Plan
Media Plan Impressions
We have allocated the majority of our budget to events, like the Blues
Target Audience Reach Festival, that will give us 3.9 million impressions,. We chose these types of events
because we thought it would be a great opportunity for the Klean Kanteen brand
to make it’s presence known in the Chicago community and make a memorable
The Klean Kanteen team has come up with
lasting impression on Chicagoans as a brand that is both responsible and fun.
many ideas and events to reach our primary and
Due to the “L’s” high ridership, the largest number of impressions, over 11 million,
secondary target audiences. The events that we chose
will come from our traditional media at the lowest cost of only 18% of our
to promote the Klean Kanteen reusable container were
budget. Non -Traditional media makes up the least amount of impressions, but
very effective in reaching both of our target audiences in
will be beneficial in the frequency with which we are able to reach consumers.
the Chicago area, 97% to be exact. 1% of our audience
was reached through providing our secondary audience Events

with reusable tote bags, and the other 2% was reached

Non-Traditional
through Lollapalooza and Wicker Park Fest, which are 3,910,000
music events that a lot of our younger target audience Traditional

attends during the summer months. 111,120 Total 15,335,730

11,315,610

2% 1%
Both

Secondary

Primary
Budget Breakdown
The largest part of our budget, 54.9%, was
Non-Traditional
allocated toward Klean Kanteen being a presence at
summer events in Chicago, which will make up almost Traditional

97% a quarter of our impressions. Less than a quarter of

27.1%
Events

our budget was spent on traditional media, but these 54.9%

Total $100,000

advertisements will receive the most impressions 18%

because of the high ridership of the “L” train. Finally,
27% of our budget was allocated to non- traditional

Media Plan
media that create memorable touch points for the
Klean Kanteen brand among consumers.
21


Flow Chart
Flow Chart
Flow Chart

22


Evaluation
Evaluation
An overall evaluation of the Klean Kanteen Bottled Up, Break Free campaign will take place at the end of the campaign.
Klean Kanteen online and retail sales from the Chicagoland area will be evaluated along with the number of page views on the
Klean Kanteen website. We will also be monitoring the Klean Kanteen facebook and twitter accounts to see if there has been an
increase in the brand’s friends and followers. Finally, a survey will be administered after the campaign to evaluate Klean Kanteen
brand awareness among Chicagoans, in order to assess if we have successfully reached our goal of increasing brand awareness
by 45%.

Evaluation
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Appendix
Appendix

Drinking Bottles Survey

Dear survey participant, we are Journalism students at Southern Illinois University. We are conducting this survey for
a class project dealing with the use of reusable drinking containers. By taking this survey you are helping to build a better
understanding of consumer attitudes, knowledge, and use of reusable drinking containers. We ask that you answer all questions
honestly and to the best of your ability.Thank you for taking the time to fill out this survey; it is greatly appreciated. Please follow
the instructions carefully.
Appendix

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 Appendix
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