how do you make the brand... worthy of the man?
the  proof: case studies <ul><li>November 2006 </li></ul><ul><ul><li>the street? down on UST: </li></ul></ul><ul><ul><li>l...
the  proof: case studies <ul><li>November 2007 </li></ul><ul><ul><li>the street? singing USST’s praises: </li></ul></ul><u...
the  proof: case studies <ul><li>the challenge </li></ul><ul><ul><li>Skoal: </li></ul></ul><ul><ul><ul><li>category leader...
the  proof: case studies <ul><li>CSM on point </li></ul><ul><ul><li>revitalization begins with consumer insight… </li></ul...
the  proof: case studies <ul><li>the power of insight </li></ul>UNDERSTAND ELEVATE CELEBRATE EMBRACE our consumer’s lives,...
<ul><li>Click  here  to see video </li></ul>
the  proof: case studies <ul><li>the insight: </li></ul><ul><ul><li>walk a mile in their shoes </li></ul></ul><ul><ul><li>...
Skoal brand architecture: painting the target
the  proof: case studies <ul><li>boiling it down: our guys </li></ul>brand architecture I live hard.  work hard.  play eve...
building the bridge BRAND CHARACTER what are the brand’s  motives, ethics  and  vision? CONSUMER NEEDS / VALUES what is im...
the benchmark championing the community  what next? choices  options originator balanced alive optimistic 100% American ce...
the  proof: case studies <ul><li>our vision </li></ul>in other words... Skoal will offer an open invitation to join  the f...
 
print advertising
 
 
 
POS
print ads
 
 
the  proof: case studies <ul><li>results: </li></ul><ul><ul><li>2007: best year in the last 14 </li></ul></ul><ul><ul><li>...
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Skoal Case Study For Prestone

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  • This is where we obliquely kill the question: can these damn Yankees connect with good ‘ol boys. For the PITCH: I want to set up the straw man: short video of Jeff Foxworthy one liners, Smokey &amp; the Bandit, Dukes of Hazzard. Even venture into the dark side: the squeal like a pig bit from “Deliverance.” Then we concentrate on the core values that make these people who they are. Data to support: God Family, country, honor etc. A perspective that sets up the possibility that, by associating the brand with the best attributes of CD county culture, can make the brand an embodiment of values that are highly ASPIRATIONAL to future urban smokers….
  • Skoal Case Study For Prestone

    1. 1. how do you make the brand... worthy of the man?
    2. 2. the proof: case studies <ul><li>November 2006 </li></ul><ul><ul><li>the street? down on UST: </li></ul></ul><ul><ul><li>losing ground to aggressive discounters </li></ul></ul><ul><ul><li>facing the arrival of true global giants: BAT & PM </li></ul></ul>
    3. 3. the proof: case studies <ul><li>November 2007 </li></ul><ul><ul><li>the street? singing USST’s praises: </li></ul></ul><ul><ul><li>UST is a silent change agency story… UST is operating under a new management regime… making better strategic decisions </li></ul></ul><ul><ul><li>the proof is in the pudding – “UST has delivered/exceeding on all of it’s commitments…” </li></ul></ul><ul><ul><li>ending the best year in the last 14 </li></ul></ul><ul><ul><li>what changed? </li></ul></ul><ul><ul><ul><li>a new CEO </li></ul></ul></ul><ul><ul><ul><li>and, less noticed, a new agency </li></ul></ul></ul>
    4. 4. the proof: case studies <ul><li>the challenge </li></ul><ul><ul><li>Skoal: </li></ul></ul><ul><ul><ul><li>category leader </li></ul></ul></ul><ul><ul><ul><li>ravaged by well-funded discount competition </li></ul></ul></ul><ul><ul><ul><li>out of touch with its consumer </li></ul></ul></ul><ul><ul><ul><li>living on line extensions </li></ul></ul></ul>...so what was missing?
    5. 5. the proof: case studies <ul><li>CSM on point </li></ul><ul><ul><li>revitalization begins with consumer insight… </li></ul></ul><ul><ul><li>if you think this is your consumer: </li></ul></ul><ul><ul><li>then you have no reason to be embarrassed that this is your advertising: </li></ul></ul><ul><li>(even the bubbas know you don’t walk away from a 12’ leap into 2’ of water) </li></ul>
    6. 6. the proof: case studies <ul><li>the power of insight </li></ul>UNDERSTAND ELEVATE CELEBRATE EMBRACE our consumer’s lives, values and dreams let them know that we share those values, those dreams be proud to be their brand do all we can to make our brand make things better everywhere we touch our consumer’s daily lives
    7. 7. <ul><li>Click here to see video </li></ul>
    8. 8. the proof: case studies <ul><li>the insight: </li></ul><ul><ul><li>walk a mile in their shoes </li></ul></ul><ul><ul><li>listen </li></ul></ul><ul><ul><li>and pay attention </li></ul></ul><ul><ul><ul><li>see what happens when dippers, unknowing, get in a room together... </li></ul></ul></ul><ul><ul><ul><li>notice the silence when three good old boys, two African Americans, two Hispanics and an Asian-American walk into a focus group room </li></ul></ul></ul><ul><ul><ul><li>and what happens when the first can of Skoal comes out </li></ul></ul></ul>instant camaraderie: all the barriers come down
    9. 9. Skoal brand architecture: painting the target
    10. 10. the proof: case studies <ul><li>boiling it down: our guys </li></ul>brand architecture I live hard. work hard. play even harder. I earn my share of the good stuff. sure, I love to hang with my friends, and we love to have a good time you O.K. with that? then come on in… or step off and give us some room! connecting with customers demanding part of a brotherhood pleasure-seeking independent/ rebellious active/ engaged
    11. 11. building the bridge BRAND CHARACTER what are the brand’s motives, ethics and vision? CONSUMER NEEDS / VALUES what is important to the consumer? how can the brand make them feel? what is the soul, the essence of the brand? brand idea SKOAL. UNITING DIPPERS OF AMERICA BRAND ASSETS what does the brand do? what are it's key assets and capabilities? BRAND BENEFITS what can the brand do for its consumer? what can the brand do for its consumer? shared experience zero 3rd party impact great tastes/exciting choices convenient pure pleasure superior quality hands- free American made from all American leaf smokeless matchless tobacco satisfaction range of varieties active engaged demanding part of a brotherhood pleasure-seeking independent/ rebellions user-friendly adaptable committed to making good stuff smarter than smoke understanding & supportive creative masters of our craft
    12. 12. the benchmark championing the community what next? choices options originator balanced alive optimistic 100% American celebration the hunt play by the rules, kinda possibilities strength in numbers invitation SKOAL: UNITING DIPPERS OF AMERICA fearless leader rich in flavor game on fraternal unspoken bond for the love of dip respect diversity catalyst
    13. 13. the proof: case studies <ul><li>our vision </li></ul>in other words... Skoal will offer an open invitation to join the fraternity of experienced dippers
    14. 15. print advertising
    15. 19. POS
    16. 20. print ads
    17. 23. the proof: case studies <ul><li>results: </li></ul><ul><ul><li>2007: best year in the last 14 </li></ul></ul><ul><ul><li>2008 PM offers $10.3B for USST </li></ul></ul>

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