RedRoute Agency - Old Product Development

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The credentials of a very different kind of brand communications agency based in London's Soho. Whilst working with many very different types of brand across all categories, RedRoute prides itself on what it calls OPD - Old Product Development: i.e. taking a brand that has been neglected, ignored or under-supported for some time and reviving its fortunes, representing it to a contemporary market.

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RedRoute Agency - Old Product Development

  1. 1. © REDROUTE LTD 2011
  2. 2. Our peopleMartin Smith Frank Brady Steven Cooper Matt Percival Dan DaviesChairman Director Managing Director Creative Director Planning Director35 years brand Over 20 yearrs 25 years brand advertising 25 years brand creativity 25 years brand planningexperience, a founder international marketing experience at Publicis, experience around the experience at Publicis,and MD of BBH and experience working JWT, McCann-Erickson world at Interbrand Lowes, O&M, DDB andChairman of their across a wide range Worldwide and TBWA Saatchi’snon-advertising division of sectors including& ex-CEO of Grey Telecoms, IT and financial services. © REDROUTE LTD 2011
  3. 3. London officeCreativeAccount/ Project management;Strategic PlanningSheffield office Marketing partners Our offerDesign OMD Global media planning & buying group. Brand strategy. Brand research.Artwork Chameleon London PR Brand creation.Web build City Press, Manchester PR Above the line advertising.Online comms Rainmakers Research Design. Online Comms. Web Build. Social media.Production Direct marketing. Print production.Digital & litho print Television and video production. P.O.S. & Collateral. © REDROUTE LTD 2011
  4. 4. Active clientsProperty Charity Consumer Business © REDROUTE LTD 2011
  5. 5. What is RedRoute?STRATEGIC AD EVENT DESIGN DIGITAL DM AGENCY AGENCY AGENCY AGENCY AGENCY AGENCY Not defined by what we are... But by what we do... Whatever it takes to Drive Brands... © REDROUTE LTD 2011
  6. 6. Driven by history The brand’s relationship with its market over time must never be forgotten: like people, a brand may age but much of its personality remains constant over timeTHE REDROUTE IS… © REDROUTE LTD 2011
  7. 7. Driven by history The brand’s relationship with its market over time must never be forgotten: like people, a brand may age but much of its personality remains constant over time Driven by experienceTHE REDROUTE IS… Media may change but the reasons for using them do not – strategic insight and consistency of delivery are still the essence of a great campaign © REDROUTE LTD 2011
  8. 8. Driven by history The brand’s relationship with its market over time must never be forgotten: like people, a brand may age but much of its personality remains constant over time Driven by experienceTHE REDROUTE IS… Media may change but the reasons for using them do not – strategic insight and consistency of delivery are still the essence of a great campaign Driven by opportunity There are always many opportunities to reconnect – or to connect more effectively – a brand to its consumers © REDROUTE LTD 2011
  9. 9. Driven by history The brand’s relationship with its market over time must never be forgotten: like people, a brand may age but much of its personality remains constant over time. Driven by experienceTHE REDROUTE IS… Media may change but the reasons forDriven by truth using them do not – strategic insight and consistency of delivery are still the essence of a great campaignA single essential truth abouthow the brand fulfils an emotionalneed of its target market Driven by opportunity There are always many opportunities to reconnect – or to connect more effectively – a brand to its consumers © REDROUTE LTD 2011
  10. 10. The best brand communications are always based on: Simple brand truthsTHE REDROUTE IS… About the benefit they deliver to their market Brought alive emotionally © REDROUTE LTD 2011
  11. 11. The best brand communications are always based on: Simple brand truthsTHE REDROUTE IS… About the benefit theyBased on product deliver to their marketdemonstrations Brought alive emotionally © REDROUTE LTD 2011
  12. 12. Even historic‘lifestyle’ brandsused productdemonstration... Boddingtons = Creamy texture Levi’s = Definitive cool Heineken = Refreshment VW = Reliability © REDROUTE LTD 2011
  13. 13. Tesco = Delivers best value Lynx = Makes anyone desirable ...as do successful, more contemporaryCompare the Market.com = brands. Ease of use (simples!) © REDROUTE LTD 2011
  14. 14. Too many great brand campaigns deviate from their original targets due to Commercial tactics Economic pressureTHE REDROUTE IS… Creative peccadilloes © REDROUTE LTD 2011
  15. 15. Too many great brand campaigns deviate from their original targets due to Commercial tactics Economic pressureTHE REDROUTE IS… Creative peccadilloes To avoid this, an agency needs ‘grip’: an ability to return continually to the original road map for the brand... the RedRoute © REDROUTE LTD 2011
  16. 16. Too many great brand campaigns deviate from their original targets due to Commercial tactics Economic pressureTHE REDROUTE IS… Creative peccadilloesHandledwith ‘grip’ To avoid this, an agency needs ‘grip’: an ability to return continually to the original road map for the brand... the RedRoute © REDROUTE LTD 2011
  17. 17. THE REDROUTE IS… © REDROUTE LTD 2011
  18. 18. THE REDROUTE IS…Driven bytruth © REDROUTE LTD 2011
  19. 19. THE REDROUTE IS…Driven bytruthProductdemonstration © REDROUTE LTD 2011
  20. 20. THE REDROUTE IS…Driven bytruthProductdemonstrationHandledwith ‘grip’ © REDROUTE LTD 2011
  21. 21. THE REDROUTE IS…Driven bytruth WeProductdemonstration driveHandledwith ‘grip’ brands © REDROUTE LTD 2011
  22. 22. At RedRoute,we enjoy driving...New brands Current brands But most of all... Old brandsThe excitement of Feeling the pulse of • Especially involvingthe launch the consumer and • aking an historic, often dormant brand T expressing the brand’s and reinterpreting it to be relevant to 2011’s personality to make it consumers race! ... ld Product O Development © REDROUTE LTD 2011
  23. 23. OPD New Marketing for Old...In a tough economicenvironment, smartmarketers are oftenlooking to the past toinvent their future. © REDROUTE LTD 2011
  24. 24. OPD New Marketing for Old...In a tough economic During the ‘goodenvironment, smart times’ as businessesmarketers are often merged and ‘biglooking to the past to brands’ took over,invent their future. many much-loved brands slipped off the shelves and into obscurity. © REDROUTE LTD 2011
  25. 25. OPD New Marketing for Old...In a tough economic During the ‘good But an agingenvironment, smart times’ as businesses population ofmarketers are often merged and ‘big consumers rememberlooking to the past to brands’ took over, those brands – andinvent their future. many much-loved recall them with brands slipped off affectionate nostalgia. the shelves and into obscurity. © REDROUTE LTD 2011
  26. 26. Back to basics – Ten key questions 1) Analyse the brand’s history – where does it come from? 2) Analyse its marketing record – how was it sold?OPD: 3) Analyse its core market – why did they buy it?The RedRoute 4) Research the brand’s status – how remembered is it? 5) How might an equivalent market respond to it now?approach 6) How might other markets might respond to it now? 7) Rejuvenate the brand – what is its modern proposition? 8) Develop creativity from that proposition – what is its ‘voice’? 9) Develop this for pack/shelf/advertising – how does it look? 10) Research the ‘New Old Brand’ – what is the likely ROI? © REDROUTE LTD 2011
  27. 27. OPD in action © REDROUTE LTD 2011
  28. 28. © REDROUTE LTD 2011
  29. 29. The context: a high street master butcher who didn’t evolveto meet the threat of supermarkets and became extinct.The task: translate this ex-retail brand to anFMCG brand.Be true to the original: For 70 years it helped housewives– to serve fresh, quality meat, to provide a more balancedand nutritional diet, and to find more adventurous ways forthem to serve food.The core brand truth: The family butcher and thehousewives friend. © REDROUTE LTD 2011
  30. 30. The opportunity: Re-express this core truth relevantlyto today. And bring the traditional master butcher tothe supermarket in a way own brand couldn’t.The branding stayed true to the original: mass-market, the quality and cuts of a master butcher;the little touches of difference that make for a bit ofadventure, nutritionally balanced, affordable, and,unmistakably Dewhurst.An entire range of products built around meat andmeat-related products that would fuel a sustainabledirection for the brand and offer far greater andlonger-term commercial opportunities. © REDROUTE LTD 2011
  31. 31. © REDROUTE LTD 2011
  32. 32. The context: a 200 year-old Scottishwhisky brand with no brand stock.The task: Take an historic, dormantbrand and re-interpret so as to connecta 19th Century whisky with a targetaudience in its late twenties.Driving the truth: 200 years of beingunconventional. From the moment GlenRossie was created with a 90% maltcontent - which flew in the face of thenorm and signaled it as a disruptivebrand – to the present day and its rockand roll owner: Francis Rossi.The core brand truth:The Maverick SpiritThe opportunity: Create a truly non-conformist whisky brand aimed atnon-stereotypical whisky drinkers –a lifestyle brand as much as awhisky brand. © REDROUTE LTD 2011
  33. 33. The branding is a pure product demonstration of the emotional benefit of the brand – rebellion. rebel We built the brand around: Whisky Punk: Tapping into the spirit of rock and rebel roll and its intimate relationship with whisky – we squared the conundrum the target drinker feels – your face wanting to drink whisky but not wanting to signal they’re conforming to a life stage. The brand will be driven by its packaging and advertising, so we is a created packaging that deliberately challenged the conventions. And we created a multi-staged mess campaign that drove the long-term advertising THE direction for the brand. MAVERICK SPIRIT hey babe, i’m the take a type of guyall we ask is walk who’ll neverDRINK IT on the wild side. settle down.responsibly THE THE MAVERICK MAVERICK SPIRIT SPIRIT NEVER ACCEPT THE THE MAVERICK STATUS SPIRIT QUO THE MAVERICK SPIRIT © REDROUTE LTD 2011
  34. 34. © REDROUTE LTD 2011
  35. 35. The context: an online paymentbusiness, two years old, but havingto constantly react to an eternallydynamic market.The task: To evolve the brand tomaintain its momentum, whilst beingtrue to the Sage Pay brand.Driving the truth: The lifeblood ofonline commerce, Sage Pay hascreated products services and solutionsthat deliver business continuity.The core brand truth:Keeping Business Going.The opportunity: Place the brandas the answer for a business worldshaped by whiplash change, fleetingadvantage, omnipotent customers technological disruptions - a mobile,connected, interactive and immediateworld. …by positioning Sage Pay assingle-minded, uncompromising andsomewhat obsessive in its pursuit ofcustomer’s business. © REDROUTE LTD 2011
  36. 36. The branding is a pure demonstrationof the brand promise:Business non-stop.The identity and branding device builds Sage Pay asthe beating heart of online business – creating thelifeblood and genuinely caring for customers – theheart has become the central branding device.We have created advertising that gives Sage aunique voice – and demonstrated the delivery ofBusiness non-stop through their products andservices in an emotionally engaging manner.And because the market will not get anyless dynamic and Sage Pay has aggressivebusiness targets, we have created branding andcommunications that can grow with the brand as itcontinues its rapid growth trajectory. © REDROUTE LTD 2011
  37. 37. © REDROUTE LTD 2011
  38. 38. The context: a global leader in IT networking, drivenby the consumer market but wanting to emerge inthe b2b space.The task: Create a strong technology brand.Driving the truth: D-Link was seen to live at theperiphery of the market, as a poor relation brand thatwas prisoner to a price point with a limited range andlow salience. The reality is that itoperated at the centre of the network – offeringcomplete connectivity, driving evolved networks andminimising cost and maximising RoI.The core brand truth:The Network CoreThe opportunity: to take D-Link from existing at theperiphery to operating at the core of business…driven by the growing importance of the network -from the thing that connected stuff to a critical driverof the business. © REDROUTE LTD 2011
  39. 39. The branding was pure productdemonstration of the fact that D-Linkwas at the centre of the new networkthat drove business needs.It graphically brought the heart of thenetwork to life, communicated thebreadth of the D-Link products andsolutions, and, demonstrated thatD-Link inter-links to benefit businesses.…the impression is that the brandis at the centre of everything and thecritical point of convergence.We developed advertising that createdthe voice of a business-technologybrand: D-Link talked to the pressuresand strains the target audiences facedaily.The emerging campaign bridged avariety of business decision makersas well as channel partners – as wellas many European markets wherethe brand’s power and the marketdynamics differed. © REDROUTE LTD 2011
  40. 40. © REDROUTE LTD 2011
  41. 41. The context: a toweling nappy brandstruggling for a place in a marketoverwhelmingly dominated by Huggiesand Pampers.The task: create a market and apositioning for the Zorbit and productrange.Driving the truth: Zorbit went waybeyond nappies to the fabric and itsability to blend powerful absorbancywith absolute softness and gentleness.It fulfilled the most fundamental needof motherhood – to protect and to care– for 5 generations…providing a stronghistory and experience.The core brand truth:The fabric of family Life © REDROUTE LTD 2011
  42. 42. The opportunity: Carve a position in the nappy marketaround modern fabric technology and a history of motherand baby care. And evolve this positioning into mother andbaby products.The branding captured the essence of the Zorbit brand:powerful care and blended the modern, fresh andcontemporary with the strength, comfort and assurance ofthe old. The result was a retro-brand with real authenticity.The fabric, care and protection positioning is enablingus to spawn an entire new product range is now beingcreated for the brand – encapsulating baby ware as wellas toweling. Zorbit now has a road map that is true to itsorigins and ensures it doesn’t have to deviate to absorbshort-term commercial tactics or economic pressures. © REDROUTE LTD 2011
  43. 43. © REDROUTE LTD 2011
  44. 44. The context: A Yorkshire pie maker with a 220 year- old tradition that was failing to realise its business Where we’ve come from... All the ingredients for growth... Increased sales volumes An extended pie potential. from existing regional national distribution range, beyond frozen, mainstream pies to fresh, fruit, pork and ultimately convenience pies * Local hand-made * Regional distribution The task: Help it achieve aggressive growth targets. * A 220 year old tradition Aggressive * The special occasion pie From a pie focus to a food focus, and from a a distribution growth, locally, regionally * The heart of the Yorkshire pie single market company to a brand. and nationally. Driving the truth: Denby Dale went way beyond * An award-winning recipe a Yorkshire pie, baked to a 220 year-old recipe. It An expanded food portfolio was built on a passion for authentic, wholesome traditional food; a commitment to unearth the best local and classical recipes; a refusal to ever mass produce; and a fanaticism about only using the best Our visual language natural ingredients that were then jam-packed into Our tone of voice Provenance Our food comes from their food. wonderful places and we Quality without believe it’s important to show …not to mention a Yorkshire love of food. compromise No Nonsense where the goodness of our produce comes from. Part of our distinctive visual language is to display The core brand truth: Fresh the provenance of our Authentic ingredients, wherever that Sincere Honest to Goodness Food. Passionate may be. This is an important benchmark for our customers about food and lets themof our that Proud know roots we’re as good as our word. The opportunity: Build a brand around the core values, that could be extended into other types of pies, into related food sectors and beyond into deserts. And in doing so create the opportunity to increase distribution from regional to national. Home-made Core colours goodness What makes our food so mouth-watering is it’s home-made quality andOur coloursOur core palette of colours wholesomeness. So why notheralds from our homeland celebrate it and show ourand all the qualities andvalues that represents for our customers just how great itbrand. is. Our frozen foods shouldWhen it comes to defining display images that showand segmenting our quite how exceptional theyproduct ranges, we look nofurther than the colours that are and leave no doubtrepresent all the natural as to the contents, thegoodness that they contain. craft, individuality andShould we need to create care that has gone intofurther distinction within Range colours their production, and howproduct ranges, a spectrumof stnger accent colours are delicious they are to eat.there to help. supplementary coloursmuch as we distinguish As our products with beautiful photography, for fresh foods we should minimise our packaging and take great pride in displaying the © REDROUTE LTD 2011 real goods.
  45. 45. The branding captured the heart of what the brand stood for; the love of the land; the brand’s ‘Yorkshireness’ and its dedication to simple, good quality, natural food. RedRoute also redesigned the packaging to display the real goods. And we created a visual language dedicated to the food – rich with photography that shows the wonderful places and highlights just where the goodness of the Denby Dale produce comes from. With photography that emphasises home-made quality and wholesomeness. And a colour palette chosen for each product to represent all the natural goodness that they contain. Honest to Goodness Honest to Goodness The brandingDenby Denby Dale YORKSHIRE SAUSAGES ® ® coupled with the product Dale ® CORNISH PASTIES extensions we identified have created a ® PORK LEEK CHIVE SAUSAGES Prime cuts of British Beef braised to a BEEF POTATO PASTY very clear direction for the brand and a road traditional recipe in a rich mouth watering Prime cuts of British Beef braised to a traditional recipe in a rich mouth wateringWEIGHT DISPLAY UNTIL: BEST BEFORE:360g e Honest to Goodness map that ensures Denby Dale continues to Denby WEIGHT DISPLAY UNTIL: BEST BEFORE: Dale deliver its core truth - and can adapt and ® 150g e YORKSHIRE SAUSAGES ® PORK BRAMLEY APPLE SAUSAGES Prime cuts of British Beef braised to a traditional recipe in a rich mouth watering grow whilst still staying true to its originalWEIGHT360g e DISPLAY UNTIL: BEST BEFORE: road map. ...and beyond Honest to Goodness Honest to Goodness Denby Denby Dale ® ® Dale ® ® FRUIT PIES FRUIT PIES BLACKBERRY PLUM APPLE PIE PIE Prime cuts of British Beef braised to a traditional recipe in a rich mouth watering Prime cuts of British Beef braised to a traditional recipe in a rich mouth watering WEIGHT BEST BEFORE: SEE FLAP WEIGHT BEST BEFORE: SEE FLAP 360g e KEEP FROZEN 360g e KEEP FROZEN © REDROUTE LTD 2011
  46. 46. © REDROUTE LTD 2011
  47. 47. The context: A 110 year old football brand- the name could have been an anagramof Goal!The task: Our task is to build on theheritage and history of the brand andmake it relevant in today’s cluttered andvery competitive sports marketplace.The brand has been endorsed by someof the most famous sports and rock stars,including Noel Gallagher, Sir Alf Ramsey...even Roy of the Rovers.It was the footballers choice of bootsand latterly the sports persons choice offootwear, whatever the sport from rugbyand football to shot putt and boxing!Driving the truth and creating a new WWW.GOLA.CO.UKopportunity: We are currently developingthe core brand proposition that will allowthe brand to be true to where it camefrom, whilst allowing the brand to expandinto other areasof sportswear and sportsmerchandise – making it ‘the’ cool sportsbrand of choice. © REDROUTE LTD 2011
  48. 48. We are confident in our ability to change the future of a brand.The RedRoute And we are happy to putchallenge… that confidence to the test… © REDROUTE LTD 2011
  49. 49. Do you instinctively feel there is latent awareness and affection for a brand you own but haven’t supported for some time? Try test driving RedRoute!The RedRoute We shall start by asking the first Seven of our Ten Keychallenge… Questions and present you with an analysis of what we believe needs to be done to revive the brand’s fortunes. © REDROUTE LTD 2011
  50. 50. Test driving Back to basics – Ten key questionsRedRoute… 1) Analyse the brand’s history – where does it come from? 2) Analyse its marketing record – how was it sold? 3) Analyse its core market – why did they buy it? 4) Research the brand’s status – how remembered is it? 5) How might an equivalent market respond to it now? 6) How might other markets might respond to it now? 7) Rejuvenate the brand – what is its modern proposition? 8) Develop creativity from that proposition – what is its ‘voice’? 9) Develop this for pack/shelf/advertising – how does it look? 10) Research the ‘New Old Brand’ – what is the likely ROI? © REDROUTE LTD 2011
  51. 51. Test driving RedRoute… next exit If you agree, If you don’t,we are appointed you can drive away under contract owing nothing © REDROUTE LTD 2011
  52. 52. “In this bright future you can’t forget your past” B ­ ob Marley © REDROUTE LTD 2011

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