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Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
Case Study 6:AM : Powerade
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Case Study 6:AM : Powerade

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Our approach: …

Our approach:
Develop a branded platform which allows the brand to be repositioned in a mainstream market
Create a brand territory which is at the same time anchored in a sport DNA and opened to everybody who is looking for self-transcendence
Accelerate the change of image by using statutory mass media: posting and TV

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  • 1.
  • 2. Challenge: <br /><ul><li>How to make a remineralizing drink for high-level sportsman a competitor of soft drinks</li></ul>Our approach:<br /><ul><li>Develop a branded platform which allows the brand to be repositioned in a mainstream market
  • 3. Create a brand territory which is at the same time anchored in a sport DNA and opened to everybody who is looking for self-transcendence
  • 4. Accelerate the change of image by using statutory mass media: posting and TV</li></li></ul><li>Brandedplatform<br />Positioning<br />The soft drink which allows self-transcendence <br />Mission<br />Give to those who want to push back their limits the booster drink they expected<br />Vision<br />We can expect from a soft drink more than just freshness and fun<br />Experience<br />Beyond the intense thirst-quenching: the revitalization<br />
  • 5. Branded Platform<br />Positioning<br />The soft drink which allows self-transcendence <br />SIGNATURE<br />Moving Power<br />Mission<br />Give to those who want to push back their limits the booster drink they expected<br />Vision<br />We can expect from a soft drink more than just freshness and fun<br />Experience<br />Beyond the intense thirst-quenching: the revitalization<br />
  • 6. Posting<br />
  • 7. TV movies<br />
  • 8. Website<br />
  • 9. Social marketing (UGC operations)<br />
  • 10. Results<br />Business Performance: <br /><ul><li>A 3% increase in volums in th 6 months after the campaign</li></ul>Brand performance: <br /><ul><li>A 10 points increase on brand reputation
  • 11. A 12 points increase for “ a brand made for me” on 15/24 years old target</li></li></ul><li>. Strategic Brand & Marketing Consulting<br />. Digital Strategy<br />. Integrated Advertising<br />. Digital Advertising & Media<br />. Social Marketing, Content & Events<br />. Performance Based Media - Acquisition<br />. eCommerce<br />. Relationship Marketing<br />. Websites, Platforms & Applications<br />. Mobile & Shopper Marketing<br />. Consumer Research <br />. Analytics, Data & Performance<br />. Conversation Tracking & Analysis<br />
  • 12.
  • 13. Enjeu : <br /><ul><li>Comment faire d’une boisson reminéralisante pour sportif de haut niveau un concurrent des soft Drinks.</li></ul>Notre approche :<br /><ul><li>Développer une plateforme de marque qui permette de repositionner la marque dans un marché mainstream
  • 14. Créer un territoire de marque qui tout en s’ancrant dans son ADN sportif l’ouvre à tout ceux qui recherchent le dépassement de soi.
  • 15. Accélérer le changement d’image en utilisant des mass media statutaires : affichage et TV.</li></li></ul><li>Plateforme de Marque<br />Positionnement<br />Le soft drink qui permet de se dépasser.<br />Mission<br />Donner à ceux qui cherchent à repousser leur limite la boisson booster qu’ils attendaient.<br />Vision<br />On est en droit d’attendre d’un soft drink plus que de la fraîcheur et du fun.<br />Expérience<br />Au-delà de la désaltération intense : la revitalisation<br />
  • 16. Plateforme de Marque<br />Positionnement<br />Le soft drink qui permet de se dépasser.<br />SIGNATURE<br />Moving Power<br />Mission<br />Donner à ceux qui cherchent à repousser leur limite la boisson booster qu’ils attendaient.<br />Vision<br />On est en droit d’attendre d’un soft drink plus que de la fraîcheur et du fun.<br />Expérience<br />Au-delà de la désaltération intense : la revitalisation<br />
  • 17. Affichage<br />
  • 18. Films TV<br />
  • 19. Site Internet<br />
  • 20. Marketing social (opérations UGC)<br />
  • 21. Résultats<br />Performance business : <br /><ul><li>+ 3% en volume sur les 6 mois qui ont suivi la campagne</li></ul>Performance de marque : <br /><ul><li>+10 points de notoriété + 12 sur « une marque faite pour moi » sur la cible 15/24 ans</li></li></ul><li>. Strategic Brand & Marketing Consulting<br />. Digital Strategy<br />. Integrated Advertising<br />. Digital Advertising & Media<br />. Social Marketing, Content & Events<br />. Performance Based Media - Acquisition<br />. eCommerce<br />. Relationship Marketing<br />. Websites, Platforms & Applications<br />. Mobile & Shopper Marketing<br />. Consumer Research <br />. Analytics, Data & Performance<br />. Conversation Tracking & Analysis<br />

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