Uber-honest
iced tea.
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I was tasked with solving a brief as part of a challenge for role as Strategist at Mediacom Canada. The strategy exercise involved creating a deck based on a brief given by Mediacom. The brief focused on a ‘client’ launching a new iced tea product into the market with a ‘health-food’ approach to it, catered towards Millenials. The goals of the exercise were to find a way to drive awareness and trial of the new iced tea product and push the message of change in the market, and a healthier way to enjoy iced tea for this audience.
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By diving further into audience segments, I honed in on 2 main insights - millennials associate simple and fewer ingredients most with healthier products, and 6 in 10 millennials have ordered in food in the last month. I worked on finding a way to drive honesty in the iced tea industry by choosing to partner with Uber Eats to break through into the market. Uber Eats serves as a way to earn millennials’ respect by aiding with health-informed decisions.
The idea centered around an Uber-honest iced tea. A campaign introducing a new line of healthier iced teas, each having just four ingredients, driven with honesty through Uber Eats.
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Uber Eats serves as the main driver of the ‘leading with honesty’ strategy and acts as the funnel between all media channels. By utilizing Uber Eats, Youtube, Instagram, and Public Transportation, the client can then drive community content (mentions), reactivity (impressions), and referral (post-purchase promos).
This deck was presented to the Chief Strategy Officer (CSO) at Mediacom.
