PROFILE:
Client:   AM/PM®
Project: Summer marketing promotion
               for high school students
Quantity: 25,000
Budget: $6.00 per item

TARGET:
High School Students

OBJECTIVE:
AM/PM® wanted a summer promotion targeting high school students. The objectives were to obtain marketingdata regarding students' mini-market shopping preferences and to build store traffic while promoting
AM/PMs® "Too Much Good Stuff" message.

SITUATION:
AM/PM® identified a variety of events that are well attended by their target audience. These included high school athletic competitions and tournaments throughout the Western United States. In addition, AM/PM® maintained a presence at several high visibility outdoor events. These included skateboarding, surfing, and volleyball competitions such as Mervyns® Beach Bash® and The Pro Surfing Championships.

SOLUTION:
The Promotions Dept. was selected to design and develop a high perceived value product that would be practical at the venue and would be likely to be used regularly by the recipient. The product had to be original and appealing to a young audience. The Promotions Dept. recommended an insulated cooler bag and produced virtual renderings for AM/PM® to review. The completed design included a roomy leak proof cooler with several pockets and an expanding compartment large enough to accommodate recreational items, a pair of shoes, a helmet or even a change of clothes. The bag strap converts easily from a shoulder strap to a backpack in order to allow students to wear it while carrying other items or while skateboarding, roller blading or riding a bicycle.