1. Market surveys in different countries indicate that Brand Origin is a consistent key driver besides the functional & emotional elements and can differentiate the brand from other competitors. Luminarc is the most copied brand across ID countries. In order to make a distinction against counterfeit products, we need to come up with a specific & inclusive idea (visual or written) which can emphasize the Brand origin and makes the French originality stands out. In numerous country of the DI, the French origin means a lot of things in the Consumer mind ( quality, romantic, fashion, “art de vivre”, luxurious, … ) so saying that Luminarc is a french brand it yet saying a lot to the consumer with just one word Luminarc is often more expensive than the others, so need to justify a brand premium. French origin can help for the Brand premium.

2. To Develop an idea as a single ID-Solution to be associated with Brand which can highlight the country Origin by referring to France or French heritage. The new idea needs to be associated strongly with Brand to build a stronger brand image and establish Luminarc’s distinctive image, thus make Luminarc brand to be familiar and unique in consumers’ mind through a close connection to France and/or French heritage. Its highly recommended that the new idea to be used by all supply centers and in order to keep the consistency to be a part of the corporate guidelines. Main Deliverables: 1) Enhance the brand promise “French” 2) Inspire consumers to learn more about the brand 3) Differentiate the brand from the competition & counterfeits 4) Create an emotional bond 5) Ensure the product quality & origin regardless where it’s produced

3. Scope - What we aim to achieve Luminarc products made in different factories in China, France, UAE but all are original and with the same perfect quality. Whereas the new idea should claim the original quality, design & French heritage but should not cause any legal problems at the same time. In the meantime should explain that French origin is the guarantee for having an elegant table made with harmony “de bon gout” French Origin Perfect Quality Elegance & harmony table will be elegant, made with harmony, “ de bon gout” Original Design

4. Creative Pitch What the new idea should offer – 6Qs 1. It’s Memorable The shorter, the better 2. It Differentiates should make a claim that only Luminarc can own 3. It’s simple & easy to undreestand 4. sparks the imagination 5. It’s trademarkable 6. It isn't forever The new Idea should contain 6 qualities (depends on the form of visual or written) and should be a powerful tool helping consumers to link Luminarc to French origin promise and message. means that even if people can not read it ( written in Alphabet what is not readable in Iran or in China ) people can understand it. Let's Do Amazing (There's an app for that) Times change and tagline should change too NEW IDEA With broad diveristy adpataple for different regions means that even if people can not read it ( written in Alphabet what is not readable in Iran or in China ) people can understand it.

5. Virtually is the fashion capital of the world French cuisine is “a sort of theatre you can eat” It’s all about art, culture & history Think romance, immediately think paris! French design is unique! French quality, French style!

6. What other Brands do Slogan express product attributes Slogan express brand origin Slogan express product attributes & origin i'm lovin' it Memorable tagline – Say it first, say it often Country of Origin OTHER INDUSTRIES