Ember Mug Integrated Marketing Campaign

An exercise from Intro to Copywriting class. Visuals will be produced later in the semester.

Print Ad

Goldilocks, your coffee is ready.

It’s not too hot. It’s not too cold. It’s just right. How? Goldilocks is drinking from her Ember Smart Mug. Ember’s advanced technology allows her to set her desired drinking temperature (ranging between 120°F - 145°F) on the mug itself or through the Ember app. The app also lets her customize presets for her favorite drinks, personalize her mug, and get notified when her desired temperature has been reached – making everything just right. When she goes on walks to the forest, Goldilocks adjusts the temperature of her drink using the touch display of her Travel Mug. She knows what she wants and does not need to settle for anything less. Neither should you.

For more information on the Ember Smart Mugs, visit Ember.com or your favorite electronics e-tailer today.

Ember - Drink just right

TV Spot Script

Ember script.pdf

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Digital Media Ad Script

Ember script.pdf

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Radio Ad

Ember Mug Radio.pdf

Download PDF • 50KB

The Creative Brief

Product:

• Ember brand of smart hot beverage mugs. Available in 2 standard mug sizes and as a travel mug for use in vehicles or while commuting/traveling. Marketed as the “world’s first temperature control mug,” the Ember mug features a self-contained heating element and battery that keeps hot beverages at a user-controlled temperature for hours longer than traditional coffee mugs, cups, thermos or other insulated drink containers.

Background:

• Ember was created to solve a simple, yet universal problem for coffee and tea drinkers. Using patented temperature control technology, Ember invented a way to extend the moment of perfection with your favorite hot beverage.

Goals & Objectives:

• Develop a digital ad for placement on Facebook or Instagram. Ad unit can be static (visual + copy + CTA) or a video ad unit (can be based on your video treatment from last week, but limited to a :15 version). Goal is to increase awareness and demand for the Ember line of smart hot beverage mugs and to drive incremental traffic to the product website and increase sell-through (purchases) in online and offline retail channels.

Target Audience:

• Hot beverage drinkers (coffee & tea primarily) in the US. 50/50 gender split, with slightly older age demographic of 25 to 55 years of age. With a $129 price point for the 10oz mug, $149 for the 14oz mug and $179 for the travel mug, Ember mugs are quite expensive compared to traditional mugs, thermoses or insulated beverage containers. But it appeals to tech savvy buyers and early tech adopters as a “connected smart device” that can be monitored and controlled via smartphone and the available Ember App.

Product USP / Value proposition

• Advanced technology for the perfect sip. Ember’s technology makes it more than a coffee cup warmer by building the heating components directly into the mug and leveraging precision sensors to allow for perfect temperature regulation.

Key product features/specs:

• Smart LED: indicates when beverage has reached its perfect temperature and more

• Built-in rechargeable battery: 1.5 hours heating time for the 10oz mug, 80 mins for the 14 oz mug, and all-day heating when placed on included charging coaster

• 3 hours heating time for Travel Mug, or all day when placed on charging coaster

• Auto Sleep: intelligently senses when to turn on and off

• Temperature Range: 120°F - 145°F (50°C - 62.5 °C). Select your temperature on the mug or with the Ember App

• New Touch Display: increase or decrease your temperature on the go by tapping the + or – symbol (Travel Mug only)

• Ember App: set your temperature, customize presets for your favorite drinks, receive notifications when your desired temperature is reached, personalize your mug and more

• Ember Mugs are safe to hand wash and submersible up to 1 meter in water.

Key takeaway or CTA:

• For hot beverage enthusiasts and heavy coffee/tea drinkers, visit Ember.com website to learn more and buy their mug(s)

• Secondary action: visit their favorite electronics e-tailer (online) or retailer and buy their Ember mug(s) that way

• Media channels:

• Facebook or Instagram

• Other channels optional: Pinterest, Snapchat, TikTok, YouTube, LinkedIn, etc.