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CIAO BELLA GELATO

CIAO BELLA GELATO. Presentation By: Danielle Davis, PJ Witt and Pat Fox. Advertising Problem. The brand Ciao Bella is slightly more upscale then the local Starbucks, meaning it should be placed in a mall or shopping center with more upscale stores. .

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CIAO BELLA GELATO

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  1. CIAO BELLA GELATO Presentation By: Danielle Davis, PJ Witt and Pat Fox

  2. Advertising Problem • The brand Ciao Bella is slightly more upscale then the local Starbucks, meaning it should be placed in a mall or shopping center with more upscale stores. . • One of Ciao Bella’s problems is that they do not have any pre-existing stores in Florida, Georgia, Alabama or Texas. • Although they are not a new product, they may have to create more brand awareness for the success of Ciao Bella.

  3. Target Audience • Women ages 20-early 40’s • Health conscious • Innovators and thinkers • Young, upper-middle class families

  4. Key Selling Point • Ciao Bella Gelato is a pleasure that’s not so guilty. Their gelato is a delicious, lighter and healthier treat.

  5. Media Plan Magazines Radio Stations Country Pop Disney Classic Rock TV Stations Local Stations for each city • Health • Self • Women’s Health • Shape • Men’s Journal • O, The Oprah Magazine • Family Fun • Reader’s Digest • Good Housekeeping • Southern Living

  6. New Ciao Bella Locations • Atlanta, FL- Peachtree Road • Birmingham, AL- The Summit Shopping Center • Dallas, TX- North Park Mall • Ft. Lauderdale, FL- Riverwalk • Houston, TX- Galleria Mall • Jacksonville, FL- St. Johns Town Center • Miami, FL- Bayside • Naples, FL- Waterside shops • Palm Beach, FL- 150 Worth

  7. Radio Ad

  8. TV AD“Gelato, Mr. Right”

  9. Storyboard Girl 2 Girl 1 Girl 1 : (Sniffling) “He said it just Girl 2: I think it’s time wasn’t going to work out… you meet someone new.

  10. Storyboard Girl 2: This guy is smooth, rich, Girl 1: You mean bodyfat? and sweet. Oh, did I mention he’s Italian! And, he’s only got Girl 2: Nuh uh… 12% butterfat.

  11. Storyboard SFX: Song begins:Girl 1: (Laughing) (Happy Together by The Turtles)

  12. Storyboard Girl 1: (Smiles) Girl 1: (Smiles)

  13. Storyboard SFX: Sound of horse galloping Girl 1: (Facing gelato) Maybe you are Mr. Right.

  14. Storyboard ANNCR: Ciao Bella Gelato, Taste what you’ve been missing!

  15. There’s an app for that.. Ciao Bella

  16. Non Traditional • New iPhone app for Ciao Bella Gelato • Also compatible with the new iPad

  17. Non Traditional • Create your own combination • Choose the location closest to you • Send your order in • Pick it up at your convenience

  18. Create your own gelato • An extra incentive to download the app • Create the next flavor for Ciao Bella • Enter in the “New location, New flavor” sweepstakes to create your own gelato flavor by June 15, 2010. • Go to www.ciaobellagelato.com for official rules and how to enter. • Ciao Bella Gelato, “Taste what you’ve been missing!” What’s your flavor?

  19. Print Ad and Direct Mail

  20. CIAO BELLA GELATO Taste what you’ve been missing!

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