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Launching Better Brands for Tougher TimesJos McNulty
Launching Better Brands for Tougher TimesJos McNulty
The Oreo Launch StoryThe Oreo Launch Story
3 Learnings for today3 Learnings for today
1.1. Global is goodGlobal is good
2.2. Thinking big is betterThinking big is better
3.3. Insight beats researchInsight beats research
Three basic fundamentals…
Just in case you missed it...
Moments of childlike delight & family
togethernessUnique Ritual
Instantly recognisableflavour, colour &
embossing
*Source: Euromonitor 2007
A consistent A consistent globalglobal positioning and execution positioning and execution
Based on a universal insightBased on a universal insight
Strong Strong locallocal empathy in more than 30 different markets empathy in more than 30 different markets
Oreo is a globally consistent brandOreo is a globally consistent brandOreo is a globally consistent brandOreo is a globally consistent brand
Plenty of examples for inspiration..Plenty of examples for inspiration..
II
Student ProgrammesStudent Programmes
Oreo was not 100% New to UkOreo was not 100% New to Uk
Background - 2007Background - 2007
Oreo a £1M brand in UK via a distributorOreo a £1M brand in UK via a distributor
– Nothing new to the tradeNothing new to the trade– Low consumer awareness 0% unaided, <30% aidedLow consumer awareness 0% unaided, <30% aided
Kraft took control July 07Kraft took control July 07– UK team initially unimpressedUK team initially unimpressed““It’ll never work here”It’ll never work here”““It’s just a black biscuit”It’s just a black biscuit”““We already have plenty of sandwich biscuits”We already have plenty of sandwich biscuits”
Launching Better Brands for tougher times…Launching Better Brands for tougher times…
3 Learnings for today3 Learnings for today
1.1. Global is goodGlobal is good
2.2. Thinking big is betterThinking big is better
3.3. Insight beats researchInsight beats research
Best of Global?Best of Global?
Global case studies Global case studies
Fast-track developmentFast-track development
Speed to market Speed to market
– NOT a way to save TV production ££NOT a way to save TV production ££
Best of Global? Best of Local…Best of Global? Best of Local…
The Local UK ConsumerThe Local UK Consumer
Puts her biscuits in a “Biscuit Barrel”Puts her biscuits in a “Biscuit Barrel”
Rejects “perfect family” imageryRejects “perfect family” imagery
Likes dunking, but in tea not milkLikes dunking, but in tea not milk
Boy/Dog US best performing Oreo ad in researchBoy/Dog US best performing Oreo ad in research
But too American for UK But too American for UK AudienceAudience
And legal issues with script…And legal issues with script…
Successful UK advertising
But this success is in line with Oreo around the worldBut this success is in line with Oreo around the world
Other Countries
66 6069
82
28
78
70
7885
45
Oreo - How To Eat AnOreo
Spain Oreo -Dilemma
Portugal Oreo -Dilemma
Venezeula - OreoDuo
Ipsos Norm (1000TVRs)
NormUK
Simple “Twist, Lick,Dunk” Communication
48 Sheet Panels Bus T Sides 6 Sheet Panels
Gave the UK the language to talk about Gave the UK the language to talk about Oreo….Oreo….
Devon – April
And Britain is Talking About Oreo…
The Grocer – 15/03/08
Daily Mirror – 06/05/08
Daily Mail – 26/06/08
Launching Better Brands for tougher times…Launching Better Brands for tougher times…
3 Learnings for today3 Learnings for today
1.1. Global is goodGlobal is good
2.2. Thinking big is betterThinking big is better
3.3. Insight beats researchInsight beats research
Thinking Big – If you don’t, they won’tThinking Big – If you don’t, they won’t
The UK Local TradeThe UK Local Trade
Had seen Oreo presented several times beforeHad seen Oreo presented several times before– We needed to convince them we mean businessWe needed to convince them we mean business
Give you 12 weeks to succeed or fail for NPD…Give you 12 weeks to succeed or fail for NPD…– So we had to invest in store to ensure success…So we had to invest in store to ensure success…
Oreo 165gOreo 165g
Oreo 176gOreo 176g
Mini Oreo 115gMini Oreo 115g
Oreo 66gOreo 66g
Biscuit barrel favourite Biscuit barrel favourite
Lunchbox companionLunchbox companion
Snacking & sharingSnacking & sharing
On the GoOn the Go
Thinking Big - Multiple Formats key to Success
Kids Treats
Lunchbox / Choc bisc bars
Everyday Treats
Con/ AFH
Thinking Big - 5 * Integrated retailer support
Joint sampling with Cravendale
Pictorial shelf barker
Online shopping branding
6 million door drop leaflet
Gondola end with Shipper
Security covers & trolley media
Trial - Benchmarked vs Total Grocery AverageTrial - Benchmarked vs Total Grocery Average
0
5
10
15
1 2 3 4 5 6 7 8 9 10 11 12 13
Pe
ne
tra
tio
n %
BRAND EXTENSION
FAILURE
LINE EXTENSION
NEW BRAND
NEW CATEGORY TO BRAND
Total Oreo
Total Oreo (inc Mini)
Source: Homescan
market=Total Sweet
The Results? Trial outperforms benchmarks
Launching Better Brands for tougher times…Launching Better Brands for tougher times…
3 Learnings for today3 Learnings for today
1.1. Global is goodGlobal is good
2.2. Thinking big is betterThinking big is better
3.3. Insight beats researchInsight beats research
Insight is better than researchInsight is better than research
Initial research said “No Go” Initial research said “No Go”
Consumers often respond very literallyConsumers often respond very literally
The Oreo insight is universal and The Oreo insight is universal and powerfulpowerful
And in this case, has been And in this case, has been proven… proven…