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Insight Community Cases (All Public) 
Closed: 21 Apr 2008, 11:59PM PT
Earn up to $1,000 for Insights on this case.
Cadbury Schweppes sells a wide variety of beverages in the US including brands like Seven-Up, Dr. Pepper, Snapple, Motts, Hawaiian Punch, Canada Dry and A&W. The company is looking for ways to go beyond the normal web offerings of online coupons, and they want to create real value for their retail partners -- using the internet to drive customers to those retailers.
They want to focus their efforts on their top retail channels in the US, like Kroger, Safeway, Food Lion, Albertson, Stop & Shop, Wal-Mart, McDonalds, YUM, 7-Eleven, CVS. The key goal is to find ways to use Cadbury Schweppes brands as an asset to bring shoppers into the stores (not just to buy Cadbury Schweppes drinks). Don't limit yourself to just focusing on drinks. The ideal project drives more interest in getting shoppers into retail partners, increasing the overall amount of consumer spending.
What innovative and new ideas are there for engaging shoppers with retailers & Cadbury Schweppes brands online that can translate to added profitable sales for retailers? Please describe specific examples of strategies that could be employed, and estimate budgetary and return on investment factors for any proposed solutions.
16 Insights
Closed: 23 Jul 2007, 11:59PM PT
Earn up to $300 for Insights on this case.
As a Fortune 500 company considering a consumer-focused branding campaign that incorporates user-generated content, we are an office equipment and services provider looking to maximize the benefits of an online video campaign using YouTube and other online video communities. Obviously, we are aiming for a fresh and vibrant (and perhaps viral) response, but we also realize there may be somewhat negative portrayals of our brand.
1) Given our broad audience of consumers, how can we best encourage positive entries and on-message responses? Suggest online venues where the prevailing tone is upbeat -- or virtual locations that should be avoided if they are known to be too crass. How can these characterizations be determined?
2) Suggest creative ways to promote the collected video materials, after the submission period is officially over, that leverage online communities.
3) Other than ignoring or deleting content that may be negative, how should we handle submissions that are not entirely favorable to our brand?
11 Insights
