NotCo

Presentation 100% plus-

Moment 4

Julio Gondell [Public Relations] 0111950

María Mercedes Astesiano [Public Relations] 0103335

Francisco Uzubiaga [Public Relations] 0111900

Public Relations III / Prof. María Ruiz / 2021 – 1st

semester
Index
PRODUCT/CASE AND MARKET REPORT................................................................................3

N O T C O................................................................................................................................................................... 3
O BJECTIVES............................................................................................................................................................ 4
- OR OFFER A HEALTHY DIET , SINCE THE PRODUCTS DO NOT HAVE GLUTEN , TRANSGENICS ,
LACTOSE OR CHOLESTEROL......................................................................................................... 4
SWOT ANALYSIS N OT C O................................................................................................................................ 4
A PESTEL ANALYSIS N OT C O..................................................................................................................... 5
CONSUMER PROFILE................................................................................................................ 7

ANALYSIS OF DIRECT AND INDIRECT COMPETITION...........................................................7

PRESS REVIEW ABOUT THE PRODUCT AND ITS DIRECT COMPETITION 8

N OT C O ADVERTISING.................................................................................................................................... 8
COMPETITION ADVERTISING.................................................................................................................... 15
POSITIONING............................................................................................................................ 20

SYSTEMS, MEDIA AND VEHICLES TO SUPPORT THE NOTCO CAMPAIGN.......................21

CAMPAIGN AXIS = P UBLIC VIA.................................................................................................................... 21

SUPPORT SYSTEM = SOCIAL NETWORKS : I NSTAGRAM.......................................................................23
SUPPORT SYSTEM = MEDIA : INTERNET . CHANNEL : G OOGLE A DS AND OUTUBE.............23
CAMPAIGN DEVELOPMENT.................................................................................................... 23

ANNEX WITH RATES AND INFORMATION CORRESPONDING TO THE PLANNING

...................................................................................................................................................... 26

BIBLIOGRAPHY........................................................................................................................ 27

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Product/case and market report
NotCo

The current agroindustrial system operates under inefficient and abusive standards: it
is based on pollution and the careless use of water, land and energy. This is the main
cause of deforestation, greenhouse gases and virtually all environmental damage
known to humans.
Today, to maintain a system based on animal husbandry and production, we are using
up to 1/3 of the habitable land and emitting more CO2 than all means of transportation
combined.

The Not Company is a company that uses artificial intelligence to recreate flavors,
textures and colors of various products in our diet: dressings, milk, milk-free and egg-
free yogurts, as well as ice cream.

Founded in 2015 by three young entrepreneurs -Matías Muchnick, Karim Pichara and
Pablo Zamora-, the company uses an artificial intelligence program called Giuseppe to
prepare foods by replacing ingredients of animal origin with vegetables, but maintaining
their original flavor, making them healthier and richer. .

For the good of the planet, they manage to reinvent the food industry. The formula
combines about 1,000 types of vegetables, achieving a product that they argue is more
sustainable and healthier than its traditional versions. Its first success on the market
was NotMayo, a mayonnaise prepared from chickpeas that has no cholesterol, gluten,
eggs or soy.

Under their motto Why Not?, they seek to change the way food is made, maintaining
the texture, aroma, functionality and flavor through 100% natural products.

Mission: Remove the animal from the equation of how we produce food, due to the
impact it has on the environment.

Vision: Usher in a new era of food consumption and perception in which traditional,
unsustainable meat, dairy and egg-based diets are displaced by 100% plant-based
ones.

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Goals:

- Offer a healthy diet, since the products do not contain gluten, GMOs, lactose or
cholesterol.
- Put aside animal exploitation, to move towards a more sustainable world

NotCo SWOT Analysis

Positive internal strength: As a strength, the company has a very clear and defined
vision for the future, as well as its objectives and goals. Also, the quality and innovation
of its products can be highlighted, since it is not something that is so established in the
market. This company has great protection from new investors, so it manages great
economic liquidity, and thus use it for great expansion opportunities to other countries.
Lastly, and the greatest strength that NotCo has, is the implementation of cutting-edge
technology. The use of artificial intelligence puts them one step ahead of the rest of the
protection.

Positive external opportunity: Something that influences positively is the world's trend
towards natural and vegan protection, it is something that becomes stronger every day,
which is why the consumption of this type of products grows exponentially. Also,
expansion through third parties, in this case nothing less than the investment of
30,000,000 USD from Jeff Bezos, founder of Amazon. The support of such a
businessman generates a lot of confidence in the public, in addition to generating great
economic support.

Negative internal weakness: Regarding the weaknesses, we can say that they are very
modern products, which have a high level of risk in terms of consumer reaction, since
there can be great resistance to change. Another weakness is that the production costs
of the products are very high, due to the advanced technology used, and the search
and import of different types of plants. This causes the sales prices of the products to
be so high, causing NotCo's product to exceed the price of other common products.

Negative external threat: The main threat is the emergence of new competitions, since
large food brands such as Carrefour, Unilever, and many more, begin to invest in
natural and vegan products, added to

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many other new and growing brands entering the natural and vegan food and products
business.
Another external threat would be the current moment that Argentina is going through,
entering the worst economic crisis since 2001.

PESTEL NotCo Analysis

6) Politicians

In Argentina there is no legal definition for vegan foods, so it is not allowed to label
them as such and/or use identifying logos. Meanwhile, the National Food Commission
(CONAL) is currently addressing the issue, and a report has been presented in 2019
on “Artisanal, natural, vegetarian and vegan attributes” with the analysis of national and
international legislation in this regard.

The International Plant Protection Convention dealt with in Argentine Law N 25,218,
“establishes standards for the safe and safe transportation of plants and plant products,
with the purpose of preventing the international spread of plant pests and diseases.”

Law 27182 approves the International Treaty on Plant Genetic Resources for Food and
Agriculture, which promulgates an “international agreement that has the general
objective of supporting sustainable agriculture and global food security.

2) Economical

Financial crisis situation throughout Argentina.

Economic crisis: monetary inflation, devaluation.
Taking into account different variables such as lunch, dinner, breakfast, clothing or
personal care, among others, according to a study by the newspaper La Nación, being
vegan has a higher cost than having an omnivorous diet since plant-based products
they're more expensive.

3) Social

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Currently, society has more responsibility and concern for the environment. Studies
carried out by Ingredion together with the consulting firm Opinaia in different countries
in South America, “diet is indicated as the most relevant aspect to have a good state of
health (65%), followed by physical activity (47%). ” In turn, the COVID-19 Pandemic
generated an increase in personal care and health in society.

According to Andrea Favre, South American Marketing Director of Ingredion, “citizen-

consumers demand both quality and reliability from brands, but they are also asked to
be healthy, respecting the environment.”

4) Technological

NotCo uses artificial intelligence software called Giuseppe, whose algorithm analyzes
and produces products similar to meat, but made with plant ingredients.

5) Ecological

NotCo highlights on its website the pollution and careless use of water, land and energy
that is generated through the agroindustrial system and affirms that this is the main
cause of deforestation, greenhouse gases and practically all known environmental
damage. By humans.

There are 4 most important policies that stand out in Argentina with respect to caring
for the environment and responsible consumption. First of all, we find Casa Común,
which is a comprehensive plan that provides technical and financial assistance to local
governments and community organizations to carry out environmental projects with
social impact. In turn, the Open Garbage Eradication plan, as well as the
Environmental Education Law project and the National Fire Management Program.

6) Legal

According to Article 3 of Law 18,284, the “Argentine Food Code (CAA) is the
fundamental standard of the National Food Control System.” It includes all regulations
that refer to “the preparation, transformation, transportation, distribution and

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marketing of all foods for human consumption. But as we mentioned previously, in
Argentina there is still no legal definition for vegan foods.

INTERNATIONAL CONVENTION ON PHYTOSANITARY PROTECTION – Law 25,218

International Treaty on Plant Genetic Resources for Food and Agriculture – Law 27182

Regarding the protection of the Environment and the treatment of waste, we find
ourselves with Law 1,854, which deals with Comprehensive Management of Urban
Solid Waste.

Law No. 26,967, Ministry of Agriculture, Livestock and Fisheries; seal of

“ARGENTINIAN FOOD A NATURAL CHOICE”

Consumer profile
The products are aimed at all people, not only vegetarians/vegans, since the brand's
objective is to achieve the same flavor as traditional products, so it should not be
differentiated that it is made from plants. As a target audience we will focus on
Millennials, since they are very socially committed, and look for the same in brands,
which is why we believe that NotCo is a great example of this, since they are
committed to eliminating animals from the equation. , and thus help the environment.
Another point that seems important to us is the purchasing capacity, since the selected
products tend to have higher prices.

Analysis of direct and indirect competition

1. Direct competition

Healthy and Diet Stores-Vegetable Drinks-Vegan Foods Observations:

Kaira: Coconut and almond-based ice cream. +35 thousand followers on
Instagram Veggieland: Vegan burgers and sausages. +18 thousand followers on
Instagram. Tratenfu: Almond, cashew, coconut and rice milk. +30 thousand
followers on Instagram Amande: Coconut and almond milk. +20 thousand
followers on Instagram

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Happy cows: Ice cream, burgers, cheeses, vegan pizzas. +194 thousand followers on
Instagram
Cocoon: Coconut and almond milk. +17 thousand followers on Instagram
Vrink: Almond and peanut milk in different flavors. +30 thousand followers on Instagram
Green Kitchen: Vegan burgers and nuggets. +15 thousand followers on Instagram
Silk: Oat, coconut and almond milk. +25 thousand followers on Instagram.
Vegetalex: Soy burgers, soy sausages, soy Milanese
Tina & Co: Sale of organic and vegan products and supplies. +59 thousand followers on
Instagram
Tomy Dietetics: They have 20 locations around the Federal Capital. +40 thousand
followers on Instagram
Callao Diet: Home delivery buying through the web. +10 thousand followers on
Instagram

2. Indirect competition

Supermarkets and Hypermarkets: Great variety of products, there is an increasing

amount of supply in this sector
Hellman's: venturing into some vegan products, recently with their mayonnaise.
Ri-K: Offers a vegan mayonnaise variation
La Serenisima: They offer rice milk and other aptovegan options.

Survey of press about of the

product and your direct
competition
NotCo Advertising

1. NotCo Advertising year 2017

September: NotCo launches the first audiovisual advertising for its initial product Not
Mayo which is a mayonnaise based on only vegetable ingredients. The video which is
on YouTube shows an animated process of making mayonnaise, the ingredients and
machines are shown in a very entertaining way. In the end, he appears as an animated
character made of fruits and vegetables who dances to this same song and presents
Not Mayo.

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 https://youtu.be/fKBKAwXE1zo

2. NotCo Advertising year 2019

July: After a year and a half, NotCo appears again with its audiovisual advertisements,
launching 3 identical ones in a row but in different languages, Spanish, Portuguese and
English. Under its present motto “Why Not?” The idea of this video is about awareness,
how the future depends on us, because industries are not going to change, they show
different types of panoramas, society and environment, it is an institutional type of
advertising.

https://youtu.be/ag0EDAv51gw

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 In addition, this same month, he also launched a recipe for potatoes with Not
Mayo, the style is creative, minimalist in which they show how those potatoes are
cooked without speakers, and always showing Not Mayo in every second of the video.
The music he uses in the background is repeated from his last three publicity
awareness videos.

August: The brand launches an informative advertising video, as it tries to raise

awareness while also presenting its new artificial intelligence system. NotCo scientists
and Co-Founders of the company, Karim Pichara (CTO) and Pablo Zamora (CSO)
developed, together with Matías Muchnick (CEO), a unique machine learning algorithm
and an extensive database on various plant ingredients, those they turn to to develop
their products. This algorithm, named Giuseppe, analyzes foods at a structural level
and then cross-references the information with different sources to identify patterns that
allow it to detect which plants should be combined to replicate the desired product and
its properties. The advertising shows us the main authors in the company and some of
its chefs, while they explain this entire process.

August, September and October: NotCo launches three more advertising videos
on recipes with Not Mayo, in which the same technique is applied as its previous one
made in July of this same year. The music is the same, style as action. And its
aesthetic is clean, it shows how to cook the recipe in a very simple and fast way, at the
same time, it uses striking colors, which turns the brand into something that attracts
attention.

November: The brand launches three similar advertisements, only with different
themes but which all lead to the same thing: consuming Not May. Using the motto
“NotMayo for everything. AND EVERYONE.” They are short videos, lasting 7 seconds,
but I think they impact the consumer very quickly thanks to their attractive colors, as
they use in their other advertisements. In this case, it was carried out

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only with the colors fuchsia, white, black and light blue as the main colors in the color
palette.

3. Notco Advertising year 2020

https://youtu.be/u67JfK68chg

March: NotCo launches a medium-length advertisement in which it uses the slogan

“NotCo, it's the same but Not. In which it shows different situations such as a man
enjoying a sandwich with Not Mayo and an animal nodding that they are doing things
right. It is an almost animated advertisement, very visually attractive and like in almost
all of their others, they try to raise awareness about why to choose NotCo, since it is
just as delicious but without animal products, which helps the environment. This
advertisement refers to all of NotCo's products so far, not just its mayonnaise.

- The brand in turn carries out the same advertising only changing some words, instead
of at the end saying “NotCo, it is the same but Not” it uses the slogan “Not Mayo, it is
the same but Not”

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- NotCo this month launched several advertisements in similar sequences, they were
all the same except that the languages changed, it used Spanish, English and
Portuguese. Therefore, I carry out this type of audiovisual advertising for their ice
creams, mayonnaise and milk, using the same slogan mentioned before.

October: “Conheça o NotBurger” with this title NotCo creates a very short
advertisement in which a hamburger is shown cooking. It is very simple, but striking,
but with just those 9 seconds everything is explained without having to say anything.
The brand is now more positioned in the market, and people are beginning to know
about it, therefore, the mere fact of showing a hamburger and using that title says it all.
It is already beginning to be known that the brand is all plant-based. This advertising is
launched first in Brazil.

December: NotCo launches the “Not Burger Challenge” in which several people
are shown in an advertising video of just 7 seconds, consuming this Not Burger and
making comments. It happens very quickly, but it says it all. Use bright colors as you
always have,

In this case yellow predominates. In this case, everyone is being challenged to try it
and see the flavors for themselves.

4. Notco Advertising year 2021

January: The brand shows three similar advertisements called “Mindblowing” showing,
in a very creative and semi-animated way, people who try milk with different
ingredients, for example, one does it with cereals, another prepares it with coffee with
Not Milk and a lady making muffins. The moment they try their food, everyone's head
"explodes" at how incredibly similar the flavor is to regular animal milk. It uses bright
colors like in all its other advertisements, therefore, it maintains the same style which is
short sounds, and a fun aesthetic.

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 https://youtu.be/s1kZblSWvyk https://youtu.be/s1kZblSWvyk

-NotCo in the last 3 months begins to make more creative and shorter advertisements,
this is due to its great growth, the brand seeing itself positioned in the market, allows it
to make its advertisements in a shorter way and with fewer explanations.

In January, it is presented at a well-known hamburger chain in Williamsburg, and it

does so in a very short form in an audiovisual advertisement encouraging you to try
NotBurguer there. Then it also launches dulce de leche Not Ice Cream on the market
and does so in an attractive way through its short videos.

https://youtu.be/vvar9a3b1zg

February: NotCo launches an advertisement for its Not Burgers without referring
to them exactly since it is titled Notburguer #NotConcert in which a

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famous Chilean artist, Francisca Valenzuela Méndez who is a pop-rock singer,
songwriter and instrumentalist. In this video she is shown cooking the Notburguer and
this scene is presented in a very creative way since every time she presses the
hamburger with her spatula music plays, therefore, Francisca ends up dancing, and at
the end they tell us that without Notburguer There is no music, since they show the
date of their next concert, this also makes a bit of an allusion since I think due to the
2020 pandemic, holding one was impossible due to isolation.

https://www.youtube.com/watch?v=J8PPYn98z28

-The brand makes a very entertaining post-pandemic video, as it calls people's

attention to use the hashtag #YoVivoEnEl2020 or just upload something referring to
2020 and tag NotCo. Encourage these people to try their products, and not miss them,
in the video this is done in an unrealistic way by showing house bells that say 2020 as
if mocking 2021. The use of the pandemic is not something new in 2021 in terms of
advertising, but this one is quite entertaining and looks a little different.

https://youtu.be/BZmt858CWxc

March: So far, the latest audiovisual advertising launched by NotCo is this one,
which is titled “Not Ice Experience” in which 6 well-known people are seen trying Not
Ice Cream blindfolded, and each one comments on what they think. think. It is a
medium-length video, quite simple, but it maintains the same style as its original
advertisements, bright colors with many “fun” high-pitched sounds.

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https://youtu.be/R_F-PsfTuS0

SOCIAL NETWORKS

Regarding its social networks, NotCo uses Instagram and Facebook.

In both they make the same publications, which have a similar style to their audiovisual
advertisements. Regarding the interaction with its audiences and consumers, the brand
does it informally but without any type of spelling error. He uses a lot of emojis and
plays with his followers by asking questions or making jokes about something.

Competition Advertising

1. Direct

Kaira

The advertisements made by this company focus entirely on social networks, and from
what can be seen they show images of their products, in this case ice cream. They take
advantage of the arrival of summer to promote them. On Facebook, they advertised in
video form. It could be said that being a relatively new and medium-scale brand, they
target a young audience, through social networks, added to the low spending they
have.

-Advertising in Instagram: Ice creams to base of coconutand almond.

https://www.instagram.com/p/CMdPI1LjlVP/
-Launch Advertising on Instagram Kaira: Coconut and almond-based ice cream https://
www.instagram.com/p/BrqddzPB1HC/
-Advertising on Facebook: Coconut and almond-based ice cream.

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https://www.facebook.com/watch/?v=2257977334495100

Veggieland

In the case of this company's advertisements, they are similar to Kaira's, images and
photos promoting their burgers on social networks. The second advertisement shows
the work with the large supermarket Jumbo, warning that from now on the products can
be found in Jumbo. Like Kaira, they generate content and advertising only on social
networks.

-Veggieland: Vegan burgers and sausages.

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https://www.instagram.com/p/CErUcyaAxNS/

-Jumbo & Veggieland

https://www.instagram.com/p/CF2vVY8iS51/

Happy Cows: In this case, we can see that the company published a video showing
one of their hamburgers, and then they show the response they received from their
followers, this generates feedback with their audience and their followers, showing the
interest that the company has. brand with your audience. The second advertisement is
a campaign where they make a challenge with the famous burger chain Burger King,
where they invite their followers to tag the Burger King chain as many times as
possible, so that they can make a new vegan-style burger. . This advertising again
shows an interaction with the public.

-Happy the cows: Ice cream, hamburgers, cheeses, vegan pizzas

https:// www.instagram.com/p/CAEGwISjljc/ https:// www.instagram.com/p/CLFmM-

BJBVX/

-Challenge Burger King for Happy Cows: Ice cream, burgers, cheeses, vegan pizzas

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https://

www.instagram.com/p/CMYD72VrITp/

Dietéticas Tomy

This advertising on Instagram too, like the rest of the companies. The product is shown,
in this case a granola. The purpose of the publication is to explain and show all the
benefits contained in granola and the products of this brand. So we can say that it is a
type of informative advertising.

Tomy Dietetics on Instagram: They have 20 locations around the Federal Capital
https://www.instagram.com/p/CMnLQasFtlj/

2. Indirect

Mans hell

Here the company launches its new product, a vegan mayonnaise. Use social media
too, Instagram and Facebook. They are videos where he announces his new
mayonnaise and shows images telling about its benefits and its incredible flavor.
Finally, you can see the campaign made in Chile, where you can see the same video,
but in a longer version in the form of an advertisement. It also shows the launch of
mayonnaise, performed at meals among friends and family. The campaign was via
YouTube.

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-Hellman's Vegan mayonnaise advertising on Facebook:

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https://www.facebook.com/watch/?v=252636892834061

-Hellman's Vegan mayonnaise advertising on Instagram:

https:// www.instagram.com/p/BvPEsZ3he4j/ https://

www.instagram.com/p/Bu_7gXWAtZO/ https://
www.instagram.com/p/Bxcoedcgt1r/
-Advertising audiovisual mayonnaise Mans hell Vegan (Chile)
https://www.youtube.com/watch?v=HbjuIb6s2b4

The most serene

This company generated different advertisements for the launch campaign of its
almond milk, on social networks. Photos on Instagram showing the new almond milk,
also an advertising video on Instagram and YouTube showing their new mayonnaise
and explaining its benefits and characteristics.

-LA SERENÍSIMA Audiovisual advertising 2021 - Launch of almond and rice milk

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https:// www.youtube.com/watch?v=P0moYnZKu2k&t=2s https://

www.instagram.com/p/CJo5xNRh78K/

-LA SERENÍSIMA Advertising on Instagram 2021 - Launch of almond and rice milks

https://www.instagram.com/p/CKohU1vlmbh/ https://
www.instagram.com/p/CJWDwc-hsGY/ https:// www.instagram.com/p/CJYs1ZoBdZI/

Positioning
This company was founded in 2015, in Chile. At that time they went on the
market with “NotMayo” mayonnaise, since their country was among the highest in
mayonnaise consumption per person in the world. They quickly positioned themselves
below Hellmans, Unilever and Kraft, taking over 10% of the Chilean market. Today, it is
growing by leaps and bounds, adding products such as ice cream, hamburgers, and
milk, always following its solely plant-based model. Also shipping to several countries
such as Colombia, Peru, Brazil, Argentina, the United States and soon Canada. Today,
one of their largest investors and partners is Jeff Bezos, founder of Amazon, this allows
them, in addition to great capital and economic advantage, good connections to
embark in the United States and Europe. This brand generated a disruptive change in
food, so many large companies had to spend money and update their products so as
not to be left behind. Today this company aims to go public in 2023, and thus raise
large investments to expand its products and reach the entire world.

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NotCo campaign support systems, media and vehicles

1. Half TTL (through the line = BTL + ATL)

Medium: Public roads Vehicle: Not IceCream in a pacifier, Not Mayo as a statue in the
plaza and Not Burger on the shopping floor
Medium: Internet Vehicle: Google Ads
Medium: Social Networks Vehicle: NotCo Instagram Account

2. Communication strategy objectives:

Communication objectives: seek brand awareness among future consumers and
emotional connection (empathize and connect) with the target audience to achieve
engagement.
Marketing Objectives: get traffic on social networks and conversions through QR codes

CAMPAIGN AXIS = Public Roads

BTL media on public roads:
Not Mayo in the square Intrusion: Allows the advertiser to place their message in a
specific place where it has greater relevance to the recipient. The intrusion occurs in a
fun, witty, creative way.

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Not Icecream pacifier graphic Transformation: The technique consists of the physical
alteration of something real. The impact of this technique derives mainly from the fact
that it is built on the relationships we already have with the objects or places in our
environment.

Not Burger graphic on shopping mall floor Installation: Allows messages to come to
three-dimensional life and integrate into the landscape, interacting with the public. It
can be made of any material, take any shape or size and be placed anywhere without
the need to refer to something real.

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Through these BTL media, the target can participate in a contest on social networks:
the idea is for them to take an original photo with the advertising and upload it to their
Instagram accounts tagging Notco. This will ensure that the objectives of the
communication strategy are met.

Hoarding QR code with discounts on NotCo products. The message of these

graphics is that by purchasing NotCo products, the consumer is able to leave a mark
on the planet and contribute to the environment. In these graphs, different percentages
of the products will be published that demonstrate the impact they have on the
environment. The motto shows that every purchase adds up and is the following:
“Create your mark in the world”

SUPPORT SYSTEM = Social networks: Instagram

Filters for stories
Paid advertising of “create your mark” images

SUPPORT SYSTEM = Medium: internet. Channel: Google Ads Youtube

NotCo Advertising – Generate a campaign consisting of video images of the creation
process of NotCo products with the Guiseppe algorithm.

Campaign development
NAME
CREATE YOUR FOOTPRINT

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The campaign will be carried out starting in September (lasting three months) and will
consist of 3 stages. For this, a Mix of theories will be used during the duration of the
campaign.

STAGES
LAUNCH MAINTENANCE FINAL
First month Second month Third
month
For this stage, the Media In this stage, the Theory of At this stage we will return
Dispersal Theory will be the dominant media will be to the Theory of Media
used since the target used: they focus on the Dispersion.
audience is very axis of the campaign
segmented in several (public street). All notices Besides HE
media at the same time. are conveyed through a It will complement the
single medium and the theory of the senses,
For this reason, the other two are used as carrying out tastings for
budget will be distributed support. customers so they can
over a period of one appreciate the product
month, focusing on the At this stage, the public directly.
axis of the campaign road posts mentioned
(public roads) and above will be maintained, For this stage, what was
providing support through and new ones will be done in the first month will
Social Networks and the added, in order to focus be done again, both in
Internet. more on the campaign public and on social
axis. We will add posters in networks.
For public roads, the the form of NotMilk posters,
intrusion of a NotMayo will it will be located on Cantilo In addition, tasting stands
be used in the United Avenue, which connects for the brand's products
Nations Plaza, in the with the Highway, on will be set up in the
Plaza de Mayo and in the Corrientes Avenue and on Shopings, Recoleta Mall,
forests of Palermo, since 9 de Julio, these places are Dot and Tortugas Open
they are characteristic interesting since they are Mall, to vary the location
places of the city and are traveled by many big of the public, and
very busy points. brands, and also at Being a generating a great
Then, a graph will be connection between the response from visitors to
made on a NotIceCream Province and the Capital, a the shopping malls.
pacifier, on Libertador, large number of public
Santa Fe and 9 de Julio views are generated.
streets since they are also
very busy streets in the At this stage, the Wave
city. Finally, graphics of a Theory will gain intensity
NotBurger will be made, for advertisements on
using the installation public roads.
technique in the Alto
Palermo shopping center,
the Dot and the Recoleta
Mall due to its great
history and its large
number of daily visitors.

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 On the networks, filters will
be generated, and the
“Create your footprint”
campaign will be carried
out, all through the brand's
Instagram.
Finally, GogleAds will be
created, which will lead to
the brand's YouTube
channel called “NotCo”.

At the same time, the

Wave Theory will be used,
giving an equal intensity
of exposure to all media.

The evaluation of the campaign will be carried out taking into account the following
parameters:
 Increased traffic on the website through the QR code
 Increase in followers on Instagram
 Views on YouTube videos
 Increase in the number of sales through the QR code
 Assistance at tasting stations
 Google Ads Data and Chart Analysis
 Facebook Ads data and graph analysis

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Annex with rates and information corresponding to planning

27
Public Roads Budget: $2,802,100
Social Networks Budget: $90,000
Internet Budget: $75,000 Fees:
$593,420
The total budget of the campaign will have a value of: $3,560.5 twenty

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NotCo (2020) The animal outside the equation, Notco Audit 2020
https://notco.com/ar/sustentibilidad

Forbes (October 22, 2020.) Why plant-based foods are the future of consumption
https://www.forbesargentina.com/negocios/por-alimentos-basados
plants-are-future-consumption-n4391

Ministry of AtmosphereandDevelopment sustainable.(sf). Policies

environmental.
https://www.argentina.gob.ar/ambiente/politicas-ambientales

National Administration of Drugs, Food and Medical Technology. (October 1 and 2,

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ally (18 of October of 2019). Food vegans: a niche that it

grows
http://www.aliargestiona.com/ver-nota-56

Karina Ocampo.( 28 of October of 2015) How much costs be

vegan
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https://www.lanacion.com.ar/sociedad/cuanto-cuesta-ser-vegano-nid1840327/

Publimark. (June 8, 2020). How technology is helping the vegan trend grow
https://www.publimark.cl/tecnologia/como-la-tecnologia-esta-ayudando-a-crecer-a-la-
tendencia-vegana.html _

-YouTube Channel “NotCo”

https://www.youtube.com/channel/UCT2H7LfjkiIQpusjjVlclxg/videos

-Official Instagram account “NotCo”

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https://instagram.com/notcoarg?igshid=1c10oe4jx7au8

-Official Facebook account https://www.facebook.com/NotcoArg/

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