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1 Launching Better Brands for Tougher Times Jos McNulty.

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1 1 Launching Better Brands for Tougher Times Jos McNulty

2 The Oreo Launch Story 3 Learnings for today 1. Global is good 2. Thinking big is better 3. Insight beats research

3 Three basic fundamentals… Just in case you missed it... Moments of childlike delight & family togetherness Unique Ritual Instantly recognisable flavour, colour & embossing *Source: Euromonitor 2007

4 TVC Father / Son - US

5 l A consistent global positioning and execution l Based on a universal insight l Strong local empathy in more than 30 different markets Oreo is a globally consistent brand

6 Son/Father China

7 Son/Father Greece

8 Son/Father Netherlands

9 A vast portfolio... Part of US portfolio

10 Plenty of examples for inspiration.. I I Student Programmes Student Programmes

11 11 So how did we launch it in the UK?

12 Oreo was not 100% New to Uk Background Oreo a £1M brand in UK via a distributor Oreo a £1M brand in UK via a distributor –Nothing new to the trade –Low consumer awareness 0% unaided, <30% aided Kraft took control July 07 Kraft took control July 07 –UK team initially unimpressed “It’ll never work here” “It’s just a black biscuit” “We already have plenty of sandwich biscuits”

13 Launching Better Brands for tougher times… 3 Learnings for today 1. Global is good 2. Thinking big is better 3. Insight beats research

14 Best of Global? Global case studies Global case studies Fast-track development Fast-track development Speed to market Speed to market –NOT a way to save TV production ££

15 Best of Global? Best of Local… The Local UK Consumer The Local UK Consumer Puts her biscuits in a “Biscuit Barrel” Puts her biscuits in a “Biscuit Barrel” Rejects “perfect family” imagery Rejects “perfect family” imagery Likes dunking, but in tea not milk Likes dunking, but in tea not milk

16 Boy/Dog US best performing Oreo ad in research l But too American for UK Audience l And legal issues with script …

17 Boy/Dog UK

18 Successful UK advertising But this success is in line with Oreo around the world Other CountriesNormUK

19 Simple “Twist, Lick,Dunk” Communication 48 Sheet PanelsBus T Sides6 Sheet Panels l Gave the UK the language to talk about Oreo ….

20 Devon – April And Britain is Talking About Oreo… The Grocer – 15/03/08 Daily Mirror – 06/05/08 Daily Mail – 26/06/08

21 Launching Better Brands for tougher times… 3 Learnings for today 1. Global is good 2. Thinking big is better 3. Insight beats research

22 Thinking Big – If you don’t, they won’t The UK Local Trade The UK Local Trade Had seen Oreo presented several times before Had seen Oreo presented several times before –We 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…

23 Oreo 165g Oreo 176g Mini Oreo 115g Oreo 66g Biscuit barrel favourite Lunchbox companion Snacking & sharing On the Go Thinking Big - Multiple Formats key to Success Kids Treats Lunchbox / Choc bisc bars Everyday Treats Con/ AFH

24 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

25 Trial - Benchmarked vs Total Grocery Average Total Oreo (inc Mini) Source: Homescan market=Total Sweet The Results? Trial outperforms benchmarks

26 Launching Better Brands for tougher times… 3 Learnings for today 1. Global is good 2. Thinking big is better 3. Insight beats research

27 Insight is better than research Initial research said “No Go” Initial research said “No Go” Consumers often respond very literally Consumers often respond very literally The Oreo insight is universal and powerful The Oreo insight is universal and powerful And in this case, has been proven… And in this case, has been proven…

28 This is how consumers respond to a great brand… Oreo Rap Oreo Rap


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