BuzzBallz Marketing Campaign

Students were asked to create a Blue Ocean Strategy for BuzzBallz in which they designed and executed a comprehensive campaign.

Our Blue Ocean Strategy would focus on a differentiation approach in a reimagined company pursuit for BuzzBallz. BuzzBallz sees an opportunity to enter a new business market: mixology. Mixology will allow us to couple our unique flavored RTD beverages with the industry of creating individualized cocktail experiences. Rather than seeing BuzzBallz as a singular product, we could shift it to become a multifunctional consumer good. For example, our espresso martini BuzzBallz could be drunk as is or coupled with chocolate, heavy cream, and candy canes creating one of a kind holiday cocktail. We will begin to print suggested recipes on the BuzzBallz label to encourage the consumer to use our product as a mixer as well. This will create an entirely different consumer experience and further propel BuzzBallz into a more sophisticated position in the consumer awareness set. In terms of communication and advertising, we will enact a PR initiative in which the PR packages are sent to celebrities and food influencers to unbox on their prospective social media channels. These PR packages would include BuzzBallz and the corresponding ingredients to make an at-home BuzzBall cocktail. In addition to the ingredients being provided a printed advertisement would be included containing step-by-step instructions on how to make the recipe. Thus, the videoed celebrity unboxing is not solely an unboxing but rather a mixing tutorial in which the celebrity will film themselves on their platform mixing the cocktail. We would send the PR packages to Hailey Beiber to unbox on her Youtube channel Who’s in My Bathroom, Selena Gomez to unbox on her HBO show Selena + Chef, and Meredith Hayden to unbox on her TikTok Wishbone Kitchen. The celebrities and or influencers receiving the PR package would then post a provided link to their Instagram story that would take the consumer to a digital copy of the recipe. This advertisement strategy couples social media advertising, influencer advertising, and print advertising all at once. It also will allow us to reach an abundance of consumers in a fun, unique manner that encourages socialization and replicates the perfect “craft” cocktail you enjoy at your favorite restaurant at home.