Media Plan for Advertising a Consumer Product: “ChillSip Lemonade”
Product Overview
Product: ChillSip Lemonade
Category: Non-alcoholic beverage (summer drink)
Target Audience: Youth (16–30 years), urban and semi-urban consumers
USP: Affordable, natural ingredients, cooling summer drink in eco-friendly packaging
Campaign Objective
- Create strong brand awareness in summer 2025.
- Encourage trial purchase in metros and tier-2 cities.
- Build recall value through catchy taglines and creative visuals.
Budget Consideration
As ChillSip is a new entrant, the campaign budget is moderate. Hence, the media strategy must balance reach, cost-effectiveness, and audience engagement.
Proposed Media Mix
1. Digital Media (40% of budget)
- Instagram & YouTube Ads: Short video reels showcasing youth enjoying ChillSip in college, at parties, and during travel.
- Influencer Marketing: Tie-ups with regional influencers, food vloggers, and travel bloggers to organically promote the drink.
- Social Media Contests: #SipAndChill challenge encouraging users to post creative content and win prizes.
Justification: Youth and young adults are highly active on digital platforms. These channels offer better targeting, measurable ROI, and engagement at a lower cost than traditional media.
2. Television Advertising (25% of budget)
- 15-second catchy ads on entertainment and music channels like MTV, Colors, Sony, and Zee.
- Local cable networks in tier-2 cities.
Justification: TV helps build brand trust and broad reach. Regional cable ads are cost-effective and ensure penetration into semi-urban areas.
3. Outdoor Advertising (20% of budget)
- Bus shelters, metro stations, and college areas in urban cities.
- Transit advertising on auto-rickshaws and food trucks.
Justification: Outdoor ads ensure high visibility in high-traffic areas and are perfect for impulse purchase products like beverages.
4. Point-of-Sale Advertising (10%)
- Posters, banners, and shelf displays in retail stores, kirana shops, and supermarkets.
Justification: Influences the consumer’s purchase decision at the point of buying, especially for low-involvement FMCG items.
5. Print Media (5%)
- Regional language newspapers and youth magazines for festival offers or product launch announcements.
Justification: While print is limited in reach among youth, it still holds trust value in tier-2 cities and families.
Campaign Duration
Start: March 15, 2025
End: June 30, 2025 (Peak summer)
Creative Strategy
Tagline: “ChillSip – Sip the Summer!”
The ads will use vibrant visuals, upbeat music, and youth-centric messaging focused on refreshment, fun, and eco-consciousness.
Conclusion
The proposed media plan for ChillSip Lemonade combines the wide reach of TV and outdoor ads with the interactivity of digital media. This multi-channel approach ensures maximum engagement within budget, tailored for the youth demographic during India’s summer season. The campaign aims to drive both awareness and sales, laying the foundation for long-term brand loyalty.