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Launching Better Brands for Tougher Times Jos McNulty

Launching Better Brands for Tougher Times Jos McNulty . The Oreo Launch Story. 3 Learnings for today Global is good Thinking big is better Insight beats research. Just in case you missed it. Three basic fundamentals…. Instantly recognisable flavour, colour & embossing.

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Launching Better Brands for Tougher Times Jos McNulty

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  1. Launching Better Brands for Tougher TimesJos McNulty

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

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

  4. TVC Father / Son - US

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

  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 • Student Programmes

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

  12. Oreo was not 100% New to Uk Background - 2007 • 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 • 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 • Global is good • Thinking big is better • Insight beats research

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

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

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

  17. Boy/Dog UK

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

  19. Simple “Twist, Lick,Dunk” Communication 48 Sheet Panels Bus T Sides 6 Sheet Panels Gave the UK the language to talk about Oreo….

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

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

  22. Thinking Big – If you don’t, they won’t The UK Local Trade • 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… • So we had to invest in store to ensure success…

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

  24. Thinking Big - 5 * Integrated retailer support Security covers & trolley media Joint sampling with Cravendale Gondola end with Shipper Online shopping branding Pictorial shelf barker 6 million door drop leaflet

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

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

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

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

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