5. Avis journey to ‘try harder’
• Europe-wide workshop development
• Extension of the proposition through
employee behaviour
• Creation of a ‘customer journey’ as a
workshop tool with engaging materials
• Working with key market training teams
from Avis London Head Office
6. Tenon top financial services
Not another ‘grey suit’
- but a guiding hand
Client not
company-centric
Name becomes
basis for dialogue
7. Duty free and drama free
Johnnie Walker
lost the walk
Display concepts
without meaning
Lost the brand’s
‘progressive edge’
8. Johnnie Walker Red given meaning
As a symbol, signal or sense….
Energising the travel trade
10. ‘Whey aye’ in the sky
A local hero on the World
stage
Global synergy in design
Initiated exclusive retail unit
in the ‘home’ airport
11. ‘Whey aye’ in the sky
Heritage stories
on-pack
Extended into
merchandising
opportunities
12. Mood-shift from history to mystery
Brand differentiation
explored visually
Glenmorangie;
meaning tranquillity
is explored as
peace-of-mind,
body or soul..
13. Say it in a letter
From tradition to nutrition
‘n’ for nairn’s
naturally …
Before
15. ….to find the right position
Separates physiological from psychological determinants
Functional/rational Inspirational/emotional
FuelHunger Health On-the-go Light bite Taste Pleasure
A broad exploration of need;
Sunshine energy
Real food
Vitality
Unprocessed
&
Nutrition
16. Core communication
‘n’ for nairn’s
‘n’ for natural
‘n’ for nutrition
… and more.
Tactical targeting -
in a word
17. Easy squeeze back to cheese
..with mouse expertise!
‘play food’ to
real food cues
Before
18. Potential – few fish-market brands
Our
provenance
Your
lifestyle
The product
A personality
John West
Bird’s Eye
Princes
FindusYoungs
Natural
foods
Explore
choice
Family
expertise
Quality
endorsed
Crafting
tradition
Community
origin
19. Family values favoured
Assets of knowledge
& expertise
Delicacy, not ‘luxury’
as the right premium
Before
Communicate new styling as ‘everyday tools’ without devaluing the Parker brand
Consider translation across packaging presenter literature, PowerPoint, 3D merchandising units and showcards and posters for Sanford
Strategic review of relationship with Parker Portfolio and recommended approach to discipline the ‘House’ brand styling
Translate proposition into “Made to Work” - creating transparent ‘X-ray’ imagery to convey product functionality for everyday needs
Iconography avoids verbal clutter, allowing communication of new variants
Display wins Bronze POP award
Synergise graphics with a ‘House’ discipline created for Parker using complimentary colour / angles and layouts
Carton graphics to complement new bottle design worldwide
Duty Free display to echo progressive brand status
Strengthen presence – but to what compromise?
Addressed sub-brand ‘emotion’ to add excitement
Alternative concept route
Create a global promotion, initiated in Asian Pacific markets to attract, engage and persuade the consumer to sample and buy Johnnie Walker Black Label
Build on the positive ‘Keep walking’ mind-set established in adverts
Scottish and Newcastle International markets to recognise brand as premium imported beer and to optimise variations of the design
USA especially key to align personality to ‘It aint bitter’ advertising campaign
Introduce back-label ‘snap-snots’ of heritage interest, to explain the equity of graphic detail
Scottish and Newcastle International markets to recognise brand as premium imported beer and to optimise variations of the design
USA especially key to align personality to ‘It aint bitter’ advertising campaign
Introduce back-label ‘snap-snots’ of heritage interest, to explain the equity of graphic detail
Maximise standout across applications on-pack, secondary multi-pack / shippers and fount dispense
Comprehensive archive investigation for brand‘legend’ - The One and Only
Sample mood stimulus to take category generic into brand ownership
Re-launch the Nairn's, brand as UK's biggest producer of oatcakes
Contemporise the offer from Scottish ‘tradition’ to ‘savoury biscuit’ …. and beyond
Planned the new strategy which lead to fresh packaging and a modern, more relevant through-the-line campaign, completed in summer 2003.
Uses the letter 'n' as a powerful graphic that conveys the values of natural, versatile and nutritious.
Through natural cues of oat ears, natural ingredients and of course the strong 'n' which sits central to all communication
Positions
Arrest declining brand appeal and increase purchase frequency, recruiting beyond the consumer core
‘Play-food’ category cues compromise food values and Kavli charity ethics
Unify tub and tube presentation
Positioning shift from ‘Squeezy ease’ to ‘Cheese to please’. Food and taste credentials re-established and made relevant.
Personality created through a doodle-mouse for fun appeal to ‘grown-ups’, quantified in research
Off-pack communication potential
Market mapping relative to explored positions proposed
Broaden the appeal of the brand
Help consumers to understand the product area as new generations ‘fear’ fish
Research established the core promise and values to create a brand platform.
Developed product qualities of natural food preparation and tradition through a deli sleeve ‘wrap’ for pack distinction as a delicacy
Use a family ‘S’ symbol to hallmark “Family expertise in Fish” and a history of RR Spink & Sons handing down knowledge and expertise
