怡宝苏打水全球战略整合方案.pptx

IMC Toolkit,Character Required,8TH February,2017,Classified-Confidential,Classified-Confidential,01.Strategy Business background Business objectives Opportunities Brand&Product truths,02.The Idea Creative platform,03.Connections recommendations Insights guiding our Connections Connection strategy The Schweppes connection strategy The 4 pillar test,05.Print,06.Key contact,07.Back-up Caucasian versions Pan-African versions Alternative sots PODs,04.Film Caucasian TVC Pan-African TVC Suggestions for markets Visual ID End frames Music rights Talent rights,Classified-Confidential,Declines in awareness,trial and overall performance.,Squeezed between private labels and premium brands.,Lack of sustained investment,consistent advertising and compelling brand story across markets.,Classified-Confidential,01Strategy,Drive reappraisal and increase recruitment against younger adult audience:30-49.,Classified-Confidential,01Strategy,Leverage Schweppes product truths with its brand values of self assurance,resourcefulness and sophistication.,Make Schweppes the Adult beverage of choice away from home(evening social occasion).,01Strategy,Classified-Confidential,Increase recruitment of a younger adult audience.,Drive desirability by leveraging our brand&product truths.,Restore the timeless iconicity of the brand.,01Strategy,Classified-Confidential,PRODUCT TRUTHS,BRAND VALUES,Sharp effervescencePerfectly Balanced TasteAdult Palate,THE SCHWEPPES CHARACTER,DistinctSelf-assuredWittyTimeless original,02.The Idea,Classified-Confidential,Classified-Confidential,02The Idea,CCI,THE ROLE OF THE BRAND OR BRAND POV,THE CONVERSATION,THE STORYTELLERS,Life prepares you to appreciate the character of Schweppes.,Appreciation for the sharp and tingly taste of Schweppes comes with experience.,The value of experience.What is truly strong character.How do you know youre ready for Schweppes?Schweppes heritage.,People who have learnt form experience,entrepreneurs,truly global people,risk-takers,bartenders,mixologists,waiters,bar/club owners,Not everyone is ready to appreciate the taste of Schweppes.Its not a matter of age,gender or socioeconomic status.Its a question of having forged the character thanks to the experiences they have lived.We call them,AmateursLet us introduce you to The Schweppes Social Club,a special place where amateurs are welcome to join once they are ready to appreciate the intense and unique taste of Schweppes.We are expecting you,The Schweppes Social Club,02The Idea,Inclusive:We dont leave anybody behind.We just wait for them to be ready to enjoy the sharp,tingly taste of Schweppes.Welcoming:Everyone is invited to enjoy what Schweppes has to offer.Unique:But on the other hand there will only be people like you.Easy to join:The moment you stop being a amateur,you are in.Character:Every member is different,but all share the love for the sharp and tingly taste of Schweppes.,What is The Schweppes Social Club like?,Classified-Confidential,03.ConnectionsRecommendations,Classified-Confidential,03Connections,Classified-Confidential,CONSUMER INSIGHTS,Have money and desire but lacking time and inspiration.Looking for new experiences and drinks.Reading curated lists for inspiration.Following curators of experience.,CONNECTION INSIGHTS,TV is still king though multi screening is the new norm.They are connectors and curators of content;they are not creators.Facebook usage significantly higher than Instagram/Snapchat.Seeking utility on digital.,CATEGORY INSIGHTS,Mixer brands are wallpaper consumers ask for gin and tonic not gin and Schweppes.Fever Tree(and smaller brands)appear more meaningful by signalling premium or distinctiveness.Growing romance with GIN(e.g.craft Gin,local Gins etc).Women are an increasingly larger segment redefining category consumption norms.,INSIGHTS Summary:Redefine Schweppes by building meaning and equity behind the CHARACTER REQUIRED message by leveraging both mass media to deliver the story and digital/social to build a role for the brand(inspiration and utility).,Insights guiding our Connections,Utility and digital do not need to be capitalized.,03Connections,Classified-Confidential,In 2017,we will get 30-49 yo to reappraise Schweppes by establishing that being a Schweppes drinker needs character,inviting them into the Schweppes Social Club and rewarding them with Schweppes real and virtual experiences.,Connections Strategy,03Connections,Classified-Confidential,The Schweppes Connections Strategy,03Connections,Classified-Confidential,15,EXPERIENCE,CONVERSATION,CONTENT,M1,M3,M5,M7,M9,M11,M2,M4,M6,M8,M10,M12,PRESENCE,TV,WWW,OVD,OOH,MOBILE,INFLUENCERS,WWW,MOBILE,SOCIAL,SOCIAL,BARTENDERS,WOM,POS,MOBILE,Presence starts 3 weeks before personalize to allow for wear-inPersuade starts with presenceAlways on:search+facebook,PERSONALIZE,PERSUADE,BARS,03Connections,Classified-Confidential,