Ryan McDaidBRAND PLANNER &STRATEGIST908-‐334-‐9900 MCDAIDR@GMAIL.COM
My Process as a plannerO k THE Challenge from the clientKey InsightsResearch on category,competitors and consumerK Strategic Approachf REASON TO BELIEVE in the brandTHEWHY?p
SEVENTH GENERATION :: It ain’t easy being greenCHALLENGE:Seventh Genera;on has always been a fan favorite among dark green consumers but it scared away the mainstream with aggressive environmental messaging and rumors of poor eﬃcacy. We were tasked with the challenge of making the brand image more approachable and giving the mainstream a reason to believe without loosing the core dark green consumer.
k How do we become more approachableto mainstream consumers?- Tired of guilt trips- Concerns over efficacy- Green starts with what you put in your body- brand health and communications audit- Interviews with employees- Focus groups with moms- Facebook surveysK Make our communication a little brighterf “We believe there is always a brighter way”THEWHY?p O SEVENTH GENERATION :: It ain’t easy being green
SEVENTH GENERATION :: It Ain’t easy being Green
TROJAN CONDOMS :: Pickin’ up Good VibrationsCHALLENGE:Trojan Condoms has always been known as the trusted brand for “safe sex”. When Church & Dwight decided it was ;me to expand the porSolio beyond contracep;ves we were tasked with iden;fying new innova;on territories and building strategic communica;on plaSorms that would maintain the brand integrity while evolving the image.
k Where else can we play with our consumers?- “sexual Health” & pleasure are codependent- Condoms established consumer trust & loyalty- Couples had Barriers to purchasing toys- Lead Interagency brainstorms- Client Ideation Sessions- Focus groups with Millennial & Gen X couples- Trojan listserv surveysK Pleasure from the feminine perspectivef “We believe in the next generation of pleasure”THEWHY?p O TROJAN CONDOMS :: Pickin’ up Good Vibrations
Chobani :: Disrupting Healthy SnackingCHALLENGE:Chobani is the leader in Greek Yogurt sales. They asked me to ID some ways they could disrupt the healthy snacking category through innova;ve products and tac;cs
k How can we disrupt and ultimately ownhealthy snacking?- Healthy snacks drive growing snack category- Snacking occasions are rising in frequency- Millennials drive trends in category- K 1. Portfolio innovation2. Communication clarity3. Distribution revolutionf “We believe in making healthy snacking easier”THEWHY?p O Chobani :: Seducing Healthy Snackers
Chobani :: Portfolio innovationk f - Snacks must be portable & be able toreplace a meal- fruit, nuts & yogurt rank among thetop 5 snacks chosen- Popularity of Chobani Soho store &Starbucks Bistro boxesCreate yogurt based bars, bistro boxes &yogurt-covered nuts to be sold in therefrigerated dairy aisle
Chobani :: communication clarityk f - Consumers are tired of being told their foodis “bad for them”- 66% of consumers want retailers to clearlyidentify healthier products in the store- 49% of snackers are interested in snacks thatare helpful with health issues- Yogurt can wear the badge of the AmericanHeart AssociationTranslate the conversation intoconsumer language
Chobani :: Seducing Healthy Snackersk f - 48% of snackers eat on-the-go or at work- Nutritional snacks had the largest number ofitems added to vending machines in 2012- Addition of healthy snacks contributedsignificantly dollar & unit sales since 2010launch a line of interactive,refrigerated vending machinesand place in hubs where snackersare most hungry
COLANGELO :: Building an Organic insights machineCHALLENGE: Insights are the lifeblood of crea;ve campaigns but harves;ng them takes ;me and resources. The Colangelo strategy team was constantly stretched thin across a myriad of campaigns and couldn’t serve every account. We set out to ﬁnd a way to empower account & crea;ve teams to derive insights on their own.
COLANGELO :: THE TENTACLE BLOGThe Work:-‐ To date, the site has over 12K posts -‐ Employees post from online & mobile sources -‐ High engagement on posts fosters conversa;on in agency