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Packaging That Sells Moosehead Presentation 2015

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Moose Light Radler | Making the right packaging connection

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Packaging That Sells Moosehead Presentation 2015

  1. 1. Moose  Light  Radler    l    Making  the  right  packaging  connec4on  
  2. 2. client perspective Moosehead Brewery and Moose Light Radler
  3. 3. P Moosehead  Breweries     •  Located  in  Saint  John,  New  Brunswick,  Canada     •  Canada’s  oldest  independent  brewery     •  Sixth  genera4on  family-­‐owned  and  operated     •  Retraces  its  roots  to  1867   •  Currently  distributed  in  14  countries  around  the   world     •  Produces,  markets  and/or  sells  over  30  brands  across   Canada    
  4. 4. P background   •  Beer  consump4on  in  Atlan4c  Canada  has  been  on  the  decline       •  Beer  consumers  are  becoming  increasingly  experien4al,  sampling  and  experimen4ng   with  new  categories  and  styles   •  Moosehead  plays  a  unique  role  in  Atlan4c  Canada  and  competes  directly  against   major  global  compe44on     •  Moose  Light  strategically  launches  flavored  line  extensions  annually–  this  strategy   would  be  con4nued  with  the  launch  of  an  incredibly  refreshing,  flavourful  Radler-­‐style   product  for  the  Summer  2015  season     4 4  
  5. 5. P defining  the  opportunity   The  challenge  was  crea4ng  an  iden4ty  for  Moosehead’s  new  Summer  product  for   Atlan4c  Canada,  keeping  in  mind  the  following:       • Produce  a  modern,  dynamic  and  interes4ng  packaging  &  POS  design  for  MLR  that  will   appeal  to  the  experien4al  drinker   • Packaging  design  must  leverage  the  equity  and  connec4on  to  Moose  Light,  but  should   also  communicate  the  uniqueness  of  the  product   5 5  
  6. 6. P considera4ons   •  Taking  into  account  the  Moose  Light  target  demographic  and  market  considera4ons,  the   brand  name  “Moose  Light  Pa4o  Radler”  was  selected  as  the  product  working  4tle     •  Highly  seasonal  product—launch  4ming  is  developed  to  fully  leverage  key  Summer   consump4on  period  (May  –  September)     •  Monthly  retail  promo4on  would  be  planned  in  all  three  relevant  markets     •  Aggressive  tas4ng  plans  would  be  executed  to  support  the  brand  launch   6 6  
  7. 7. P innova4on  at  Moosehead   •  Innova4on  is  key  to  con4nued  growth     •  Innova4on  must:     ü  Be  based  on  a  real  need     ü  Truly  push  boundaries     ü  Increase  transac4onal  price  or  appeal  to  a  new  market     ü  Relate  to  large  scale  trends  or  insights     ü  Taste  really,  really  good      
  8. 8. P understanding  global  trends   •  Trends  last  at  least  10  years  and  simply   cannot  be  ignored   •  For  every  trend  there  is  a  counter  trend   that  ocen  offers  untapped   opportuni4es   •  When  products  sa4sfy  two  or  more   mega-­‐trends,  providing  mul4ple   benefits,  it  increases  growth  poten4al   •  Fads  when  underpinned  by  a  mega-­‐ trend  are  a  good  way  to  maintain   interest   Source:  Datamonitor      Source:  Hazelton  
  9. 9. P global  trends:  Moose  Light  Radler   •  Trends  last  at  least  10  years  and  simply   can  not  be  ignored   •  For  every  trend  there  is  a  counter   trend  that  ocen  offers  untapped   opportuni4es   •  When  products  sa4sfy  two  or  more   mega-­‐trends,  providing  mul4ple   benefits,  it  increases  growth  poten4al   •  Fads  when  underpinned  by  a  mega-­‐ trend  are  a  good  way  to  maintain   interest   Source:  Datamonitor      Source:  Hazelton  
  10. 10. P Our  brief  format   !!Marketing!Brief! Project:! Click!here!to!enter!text.! Date:! Click"here"to"enter"text." Brand:! Click"here"to"enter"text." In!Market!Date:! Click"here"to"enter"text." Market(s):! Click"here"to"enter"text." Budget:! Click"here"to"enter"text." ! " WHAT! WHAT!DO!WE!WANT?!!! WHAT!ARE!THE!OBJECTIVES:! ! ! QUALITATIVE:"" " QUANTITATIVE:" WHAT!IS!THE!SINGLE!MOST!IMPORTANT!IDEA?!! ! WHY! WHY!ARE!WE!DOING!THIS?!!DESCRIBE!THE!PROBLEM.!!! WHY!WILL!THEY!BELIEVE!OR!CARE?!!DESCRIBE! THE!INSIGHT.! ! " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! OW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! !
  11. 11. P Our  brief  format   1" " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! HOW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! ! ! ADDITIONAL!NOTES!THAT!WILL!GET!TO!GREAT!WORK:!!! ! Reviewed"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Approved"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Last"Updated"By:" Click"here"to"enter"text." Date/Time:" Click"here"to"enter"text." "
  12. 12. designer perspective Moose Light Radler
  13. 13.     Think  Blink  Process   Deliver   r e s u l t s   PHASE  3   Implementa4on     Measurement   Design   c r e a 4 v e   PHASE  2   Turning  strategic   vision  into  reality   Define   s t r a t e g y   PHASE  1   Audit  &   informa4on     gathering     Consumer  &   business  insights     Alignment    
  14. 14. research & innovation understanding the market
  15. 15. P •  Highly  refreshing,  excep4onally  seasonable  beer-­‐based  mixed  drink   •  Hugely  popular  in  Eastern  Europe,  and  moving  through  North  America  with   the  emergence  of  several  new  market  entries     •  Radlers  represent  a  huge  opportunity  for  experien4al  consumers,  looking  to   try  not  only  new  beer  styles,  but  embracing  non-­‐tradi4onal  beer  alterna4ves.     •  Radlers  are  historically  a  1:1  or  3:2  beer  mixed  with  soda,  juice  or  lemonade   •  Ours  is  developed  using  a  85  beer/15  juice  split   •  Ours  is  brewed  to  4%  alc/vol.   •  Fruit  juices  used:    Grapefruit  (primary  flavour)  as  well  as  grape  &  lemon   juices   phase  1   define        l    what  is  a  radler?  
  16. 16. 16   phase  1   define        l    what  is  a  shandy?  
  17. 17. 17   phase  1   define        l    what  is  a  cider?  
  18. 18. 18   phase  1   define        l    what  is  a  radler?  
  19. 19. 19   phase  1   define        l    how  to  innovate?  
  20. 20. 20   phase  1   define        l    how  to  innovate?  
  21. 21. 21   mood boards determining the creative direction
  22. 22. 22   phase  2   design              l    mood  boards  
  23. 23. 23   phase  2   design              l    mood  boards  
  24. 24. 24   creative exploration narrowing the focus through collaboration
  25. 25. 25  
  26. 26. 26  
  27. 27. 27  
  28. 28. 28  
  29. 29. 29  
  30. 30. 30  
  31. 31. 31  
  32. 32. 32  
  33. 33. 33  
  34. 34. 34  
  35. 35. 35  
  36. 36. 36   creative refinement choosing the right option
  37. 37. 37   phase  2   design              l    design  refinements  
  38. 38. 38   phase  2   design              l    design  refinements  
  39. 39. 39   phase  2   design              l    design  refinements  
  40. 40. 40   creative execution ensuring a coherent design
  41. 41. 41   phase  3   deliver              l    final  art:  packaging  
  42. 42. 42   phase  3   deliver              l    final  art:  POS  
  43. 43. 43   phase  3   deliver              l    final  art:  OOH  
  44. 44. 44   phase  3   deliver              l    final  art:  graphic  standards  
  45. 45. P launch  strategy   •  Eliminate  Risk     •  “Radler”  is  an  unknown  term  –  create  mystery  and  build  demand   prior  to  launch  
  46. 46. P •  Know  where  your  target  gets  engaged   •  Focus  on  social  media,  leveraging  consumer  generated  content   and  ‘megaphone’  posi4ve  word  of  mouth     •  “Try  it  &  Report  Back!”       launch  strategy  
  47. 47. P •  Believe  we  can  grow  the  beer  category   •  New  products  appeal  to  new  consumers  –  prepare  to  embrace   and  market  to  non-­‐beer  consumers     launch  strategy  
  48. 48. P •  Mul4-­‐channel  execu4on     •  On  and  Off-­‐premise  promo4onal   ac4vity     •  Tradi4onal  and  social  media  focus   •  Point  of  sale  and  educa4onal  support       •  Public  rela4ons  out-­‐reach   •  Tas4ng  sessions  with  key  influencers   launch  strategy  
  49. 49. P results   •  Moose  Light  Radler  has  been  the  most  successful  brand  launch  in  relevant   markets  in  over  ten  years     •  Over-­‐achieved  target  5X     •  Has  helped  to  grow  a  historically  mature  beer  market     •  Has  resulted  in  compe44ve  pressure  and  new  offerings    from  major   compe4tors     •  Immediate  SKU  prolifera4on  to  include  cans   •  Currently  defining  Na4onal  poten4al  and  flavor  extensions  
  50. 50. P •  The  crea4ve  and  collabora4ve  design  process  between  Moosehead   and  Shikatani  Lacroix  on  the  Radler  project  produced  innova4ve,   out-­‐of-­‐the-­‐box  design  thinking  with  less  revisions,  ensuring  faster   speed  to  market.   •  The  final  result  produced  a  final  iden4ty  and  design  that  delivered   beyond  expecta4ons  and  forged  a  strong  partnership  between  client   and  agency,  leading  to  further  design  projects.   50 collabora4ve  partnership  
  51. 51. P more  ini4a4ve  
  52. 52. P
  53. 53. P •  /Users/jp/Desktop/Radler_Moosehead/Moosehead  Cans.jpg  
  54. 54. THANK  YOU  

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