It was the first day of classes in the spring of my Junior year here at Loras College, and I was starting the last class of my day, Advertising and Marketing Communications. After roll was called, we began to go over the syllabus that contained a bunch of deadlines for papers, which was part of a bigger, semester long, project.
Wednesday rolled around and we began talking about our semester long project in which we would be put into four separate 'firms' each having a 'CEO'. Each firm was competing for the prize, which was not having to take the final, and the sweet taste of victory.
A week later we were introduced to Mark. Mark is an employee from Mueller Sports, a company that specializes in sports medicine, who told us what product we would be using throughout the duration of the semester. We were to create an IMC Campaign for the launch of their new QuenchX gum, but they had limited time and a limited budget which could be hard to work with. Before he left he gave us samples to try, and a bunch more to hand out when we held our focus groups.
A quick background on QuenchX gum: Mueller sports has a brand of gum called Quench gum that most athletes chew on the field when they can't get water. This gum helps athletes avoid dry mouth, but doesn't last for long. QuenchX gum is the new and improved Quench gum, that now contains xylitol which is actually good for the health of your teeth, is a bigger piece of gum, and lasts longer!
The following week we were 'hired' by our firms CEOs and our firm wasted no time getting started on our SWOT analysis and figuring out how we were going to gain a larger part of the target market.
