 To convince (customer/consumer) that Brand X offers the unique benefit of….  The social (or “end, end”) benefit special to Brand X will be presented as….

 Strategy  Launch  To achieve a high level of reach of target consumer audience during Months 1-6.  Ongoing  Thereafter (Months 7-12) build frequency.  Execution  Launch  TV and other high reach mass media (target 75% reach)  Ongoing  Internet Display, Search, Streamed Event Sponsorship and Viral Promotions for frequency plus one month’s burst of TV per 6 month period to sustain reach

 Strategy  Launch  To achieve a high level of trial (and awareness of advertising message) of target consumer audience during Months 1-6.  Ongoing  Thereafter (Months 7-12) achieve ongoing retrial.  Execution  Launch  Free sample distribution in Retail Stores (target 50% reach)  Ongoing  Price Promotion from month six in major retailers

 Strategy  Launch  To achieve a high level of retail distribution and (non price) featuring in supermarkets and specialist retailers.  Ongoing  Thereafter (Months 7-12) maintain distribution and promote regularly through gondola end featuring and price activity.  Execution  Launch  Free sample distribution in Retail Stores (target 50% reach) coupled with BOGOF gondola end featuring and inclusion in retailer advertising/promotion activity  Ongoing  Regular single unit Price Promotion

 Interrogate the brand until it confesses its strengths  The strategy must be designed to sell  It must be designed to convert consumers to the brand every time.  It must differentiate versus the target competition  If the strategy does not do this, the advertising won’t.  And the advertising “wont be good”.

 What is the brand?  What is it selling?  Is its strategy clear:  To whom addressed?  What is it offering – its benefit – its proposition?  Why should I buy it rather than the competition?

Example based on packaged food product ProductCookingPackagingDistributionPricing Taste/textureEase of useAppearanceChannelsPrice level AppearanceConvenienceStatutory infoPrice strategy Portion sizeCooking timeDiscretionary info Individual IngredientsCooking method AppearanceMulti-buy Nutritional content Cooking temperature Size/shape/ footprint Ease of opening Storage Re-sealing Material Recyclability

The message Single Single – minded Simple Attention Objectives Dagmar stage Desire and action Differentiate: create interest, stand out from the crowd Motivate: stimulate consumer to action The right benefit Unique What do you do better Own a motivator Build on a lesser benefit Ad as differentiator Communicate the benefit What’s in it for me? Functional/psychosocial benefits/values

What’s unique? Usually short term competitive edge Exploit whilst it exists Patented property Dyson “Root Cyclone” Kia 7 year Warranty Apple OS Own a motivator Colgate’s “Ring of Confidence” (fresh mouth and breath) Persil owns “whiteness” Heineken owns “refreshment” Dyson owns “bagless” What do you do better? How do you perform on what’s important to Customers On which factor do you perform best? John Lewis on “customer service” Build on a lesser benefit When all the main motivators are owned Ariel – “Febreze” the fresh smell of laundry Ecover – detergent that’s “green” If you don’t have anything Show off/ad likeability Lynx Carlsberg

 Strategic clarity  Focus  Differentiation  Conviction  Credibility  Does one ad make you want to rush out and buy?  You are spending a lot of money on this m….  If each expenditure doesn’t sell – put the cash in your pocket.

 Nolan cheese  EQv8 EQv8

 bridgestone  THlo THlo

 guardian  H1P4 H1P4

 ariel  48yo 48yo

 audi  sVPQ sVPQ

 vw  snow  Vqao Vqao

 vw funeral  HIuhY HIuhY

 Duracell later bunny  e08k e08k

 Duracell bunny original  po72U po72U

 Duracell P&G  NzaWs NzaWs

 apple  ygU5g ygU5g

 flash  jROg jROg

 schweppes  BNwI BNwI

 schweppes  ioyg ioyg

 meerkat  NODE NODE

 Guinness   hsXw hsXw

 Guinness  a5c a5c

 Guinness   ySQk ySQk

 Barclays   Q49gs Q49gs

 Lloyds   0zBc 0zBc

 jaguar   hn4Y hn4Y

 vw darth  uHQna0 uHQna0

 audi vampire  RUMA RUMA

 f liquid  0lmQ 0lmQ

 coke real thing  5b24 5b24

 coke xmas  AYQ AYQ  5b24 5b24  W24 W24  0zrk 0zrk  hhzo hhzo

 pepsi mod  W24 W24

 pepsi old taste oz  xtNc xtNc

 pepsi personality beyonce  0zrk 0zrk

 diet pepsi p diddy  hhzo hhzo

 bounty old  dI74Q dI74Q

 bounty new  IbLE IbLE

 mcdonalds bears  Z6aA8 Z6aA8

 burger King clydesdale  ZboI ZboI

 mars old  LIAyY3k LIAyY3k

 mars new  mmq7Q mmq7Q

 galaxy  4me_w 4me_w

 Direct line Direct line  GA1g GA1g

 WnM WnM  d2l8 d2l8  Uzis Uzis

 KTXQ KTXQ

 Direct line Direct line  GA1g GA1g

 To convince (customer/consumer) that Brand X offers the unique benefit of….  The social (or “end, end”) benefit special to Brand X will be presented as….