A fun take on rebranding brand Smoov using Douglas Holt's cultural branding framework and Leo Burnett Humankind Philosophy. THIS IS AN UNOFFICIAL BRIEF!

1. An imaginary re-launch Proposal For Smoov Chapman Brand (unofficial)

2. This is about
advertising

3. Inspired by two awesome approach to cultural
communications
Humankind philosophy by Leo
Burnett
Cultural Iconic brand strategy by
Douglas Holt

4. The Back Story
The Smoov Chapman Story | The Task | Objectives | Building A Culture Identity

5. The Evolution of Ready To Drink Chapman
Ever since, the category has being gaining
steady growth with the entrants of new
competitors “Happy Hour & Vecktro (2016)
etc
Nigerians were first introduced to a ready to drink
chapman in the 90s “Fanta Chapman”
In 2014, Smoov Chapman enticed the ready
market with the PET ready to drink Chapman.
The origin of chapman is shrouded in mystery.
Although it is arguably Nigerian, it is universally agreed
that it is a West African delight.

6. Total Awareness score of 36%
and TOMA 1% (Brief, 2017)
1%
At launch in 2014, the brand enjoyed
immediate adoption among consumers
pan Nigeria. Exceeded sales target by
18% same year
The Smoov Journey So Far…
0.2%
At the end of 2016,
Smoov’s market share
was 0.2% of the total CSD
Market. (Nielsen Retail
Audit, 2016)
1st PET ready to
drink chapman.
Launched an outdoor
campaign pan Nigeria
Market in 2016
“Celebrate with Smoov”.
(Brief, 2017)

7. The Task
Re launch Smoov in a new package in 2017 by delivering on the following tasks;
Re launch Smoov Chapman in the new packaging
Develop a thematic campaign strategy for brand Smoov.
OBJECTIVES
Increase brand awareness for Smoov amongst all CSD drinkers.
Induce trial and consideration
Take current consumers through a seamless transition from Old packaging to the new Look.
Build a culture and identity for the brand amongst the primary target audience.
Establish Smoov as Nigeria’s one and only RTD Chapman; Smoov becomes the word for Chapman

8. Our holistic view of the brief
Leverage on the change campaign to achieve
the following:
1. Ensure a smooth transition from the old
package design to the new (same
content).
2. Increase brand awareness and visibility
among stakeholders
3. Increase brand engagement and affinity
4. Increase share of consumers’ wallet by
inducing trial and repeat purchase
5. Increase Market share by 80% within first
6 months of re launch.
Ultimately transform the Smoov Chapman brand into a cultural icon over time

9. How to identify a cultural iconic brand?
Cultural Branding is based on self expression and powerful shared ‘myths’ that drive self identity
and resolve cultural contradictions. A cultural icon brand has the follow attributes:
Icons act as cultural leaders, as activists encouraging
people to think and act differently through their stories.
The most powerful iconic brands are prescient,
anticipating changes in society.
Moves beyond product attributes; Solves a
cultural tension & is a social or behavior
disruptor.
A voice that elicits Emotional connections
(reflects their values, pop-culture among the TA
and strong associations)
Acts as a cultural activist Has an authentic populist voice Reflects a strong belief

10. Examples of Cultural Iconic Brands
Celebrates the vibrancy of African culture and
consumers now see Orijin as the traditional drink for
modern Nigerian men
Great adoption of Orijin from consumers, many of
whom have dubbed themselves “Orijinals”.
Since entering the market in 2013, Orijin has gained
more than 50% market share of bottled drinks with a
similar ABV.*
Populism:
Cultural
activist
Results:
Belief Our beloved bitters can now be shared with the world
without stigma
Promoting an adventurous and curious social
lifestyle
UEFA Champion’s League
We can create a better world if everyone
understood each other’s world
Rated the 87th best global brand in the world by
Interbrand, 2016 with a brand value of 5.1million
dollars.
Celebrate the culture and identity of the
Igbos in Nigeria
Local Festive celebration & Football
The most hardworking people
deserve a befitting acknowledgement
Hero Lager boasts an ABV of 5.2% in
it’s first year

11. So what’s our cultural identity?
Chapman in Nigeria: symbol of
upscale jollification, Celebration,
Natural, safe and Fruity
Red color: Chapman, Attractive, Bold
and Passionate
SMOOV: playful “if you are not having
fun, you are doing something wrong”
PET Bottle: first RTD chapman “take
the jollification anywhere”

12. What’s Going On In The Market?
NotableGaps|TheCSDIndustry|RealityCheck|TheGaps

13. Notable gaps in the market
Wevisited4ontradechannelsand3Markets
Smoov has had little or no
communication in a cluttered
market in the past 3 years
and as a result of the low
engagement the following
gaps were noted across
visited locations:
Low awareness and brand association of
Smoov among Target Audience.
Low visibility across on-Trade
channels in Lagos, Benin, Port
Harcourt and Abuja.
Price hikes by retailers: they are taking
advantage of the low availability of the
product and high demand. Price varied
from N100 – N170.
Steady rise of substitutes and possible new
entrants from aggressive competition.
Low Brand Engagement Attractive Subcategory Low Brand Awareness
Low Visibility Price Instability

14. Industry Overview
(CarbonatedSoftDrinks)
1. Ajeast Nigeria saw the biggest share increase in off-trade volume sales in 2016 and gained penetration by targeting
lower-income consumers through the reduced price of its new 650ml PET bottle (for the same price as the 500ml of
competitors).
2. Vektro foods Nigeria LTD with the leading product Vektro Chapman saw a quick growth in market shares of 0.2% in 2016.
3. In 2016, Coca Cola maintained its visibility through its “taste a feeling” campaign which followed on from the very
successful “share a coke, share a feeling” campaign of 2015.
4. The tendency for consumers to shift attention from the more popular cola and orange carbonates is increasingly prevalent,
with new flavour types such as Vektro Chapman becoming popular in 2016. There are opportunities for growth through
the creation of new fruit-flavoured carbonates, bearing in mind the fact that Nigeria's relatively young population desires
novel products.
Euromonitor, 2016

15. March, 2017 Euromonitor
Coca Cola, 28
La Casera,
11.4
Fanta, 10.8
Spirit, 6.4
Pepsi, 5.8
Mirinda, 4.9
7
Up,
4
Big Cola (Aje group), 3 Vektro, 0.1
LBN Brand Shares off Trade Carbonates % Vol 2016

16. Company Shares of Off-trade Carbonates
Vektro gained 0.2% of the market
in the first year of launch.
March, 2017 Euromonitor

17. Consideration Set
Ready To Drink Chapman Other Substitutes
Fighting to own the original taste in chapman
SKU parity
Smoov: 50cl | Vektro: 330ml | Chapman Happy Hour: 150ml |Fristee: 350ml
N400
N100-170
N60
N100
N100 N150 N100
N150-N200
N500- N3000
N100

18. Competitive Activities & Message Analysis
Current Campaign: Taste the Feeling
2017 Properties
Coke Studio | Airtel The Voice | Big Brother Naija
Cultural Identity: communal happiness

19. Competitive Activities & Message Analysis
Current Campaign: No shaking carry go 2017 Properties
One Africa Music Fest| Rhythm Unplugged | Football-Fan sponsorships | COPA Lagos Sponsorship
Cultural Identity: Dynamic Individual

20. Competitive Activities & Message Analysis
2017 Properties
Bold Charity Concert & Award sponsor | Market Storm Activites
Big Cola: Think Big // Big Cola cares
Cultural Identity: Loud People’s Democrate

21. Competitive Activities & Message Analysis
Refreshment Naija Style
Cultural Identity: Proudly Nigeria
Key Product Attribute: Refreshment

22. Competitive Activities & Message Analysis
Campaign: Taste of Africa
Cultural Identity: African
Key Product Attribute: Healthy Choice

23. Overall, how well is Smoov differentiated from the pool of substitution?
So far, the brand owns an
interesting proposition
“Celebrate with Smoov” but
has not clearly defined the
brand world via differentiated
experiences.
In order to craft a strong point
of difference for the Smoov
Brand within the highly
competitive market, its
important the brand has a
clearly defined product
functionality that fuels up the
brand experiences for the
target audience.
Product
functionality Brand experienceCommunication/
Proposition

24. Brand Prism: building a culture and identity for the brand
Physique
Playful letters, Young, Vibrant,
Attractive and inviting.
Relationship
Freedom, Non Discriminating
and Celebration
Reflection
Young, Afrocentric, Exciting,
Attractive and Upscale
Externalization Internalization
Personality
Playful, Interesting and
Afrocentric
Culture
Celebration culture
Self Image
Life is worth celebrating

25. Dimensioning The Smoov Celebration Culture
The Act
Acknowledging
Accomplishments
To observe a day/event
State of mind
The mannerism and style of
celebrating
It’s beyond owning a word
“Celebrate” but owning a
brand experience that solves
cultural tension and
is driven by the people’s
motivation….

26. Let’s take a delve into the world of the Smoov
target consumer
To understand the celebration culture a bit better, we employed 2 methodologies-
One on one Interviews (16 respondents; Ikeja | Lekki | Surulere)
Chapman taste test (6 respondents)

27. Meet the Smoov Consumer
The Afrocentric Urbanites
Male & Female |18 – 30 years old | Live a fast-paced busy lifestyle | opinionates | Seeking Expressions | Highly Aspirational |
Digitally Savvy | Social Bees
Dayo Brith 30,
An Account Manager at
Nokia and a painter at
nights. He recently
exhibited his works at Art X.
He looks to chaos to create
his master piece.
Enjoys spending time with
his daughter, friends and
family.
Stacey Onoja 24,
A final year student at
University of Lagos. During
the weekends she works
overtime at weddings doing
bridal make ups.
Looks forward to public
holidays and strikes to stay
engaged learning a new
skill.
Loves volleyball and going
on vacations.

28. The Nigerian Celebration Culture is 2nd to none

29. They celebrate differently
Owambe Celebrants Opportunist Celebrants Hush Hush Celebrants
Loves to go the extra mile to celebrate
achievements with friends.
Jumps on any opportunity to
celebrate an event or
accomplishment.
Ambience is everything, it has to be
quiet and with special friends.

30. Their personalities shows up in their choice of celebration?
My last celebration was
my dad’s birthday. It
was just family and it
was fun
Canopies, big
party, owambe
I can celebrate
anywhere…club,
house…anywhere
Drinks, alcohol. Just
get drinks and music
and you’re good to
go
It’s music and
cake. Alone or
with people.
It’s food. Drinks.
People coming
together. A happy
environment
For me, celebration
is simple – with
friends and family
If I’m celebrating,
they must know
The economy is
hard. Still, you have
to live your life

31. Even What they celebrate defers
Successful events. Academic
excellence. Career
progression.
Birthdays, milestones, positive
results, weddings, owambe
Nothing needs to happen to
celebrate. You just want to
celebrate life
Stress cannot keep me from
celebrating. In fact, it will even
ginger me sef
When my friend’s baby grew out
a tooth, she called for a
celebration

32. What are the elements of a great celebration to you?
AchievementsFriends FashionMusic Food Drinks

33. List of non-alcoholic drinks that popularly pops up during
their celebration moments
Coca Cola
Orijin
Farouz
Fruit juice
Fruity wines
Chapman

34. Their Chapman Preference
We conducted a chapman taste test to find out if the TA perceived Smoov as having the Naija-style chapman taste. For the test, we used Happy Hour by Chivita
Chapman, Vekrto Chapman, and Smoov Chapman.
Methodology: Happy Hour, Smoov, and Vektro C were poured into cups A, B, and C, respectively. The participants were asked to taste it and answer a short
questionnaire as they did.
Respondents: A sample size of 12 were chosen from the TA
Venue: Leo Burnett Meeting Room, Lagos.

35. 17%
33%
50%
Happy Hour Smoov Vektro
50%
17%
33%
Happy Hour Smoov Vektro
Which is your most favorite? Which is your least favorite?
0%
46%
54%
Happy Hour Smoov Vektro
Which one tastes the most like
Chapman?
Let the real chapman stand up
TheTasteTestResult
Smoov gives off the real taste, colour and smell of chapman, however, due to
the lesser carbonates in Vektro, it came out as the brand with the most likely
chapman taste

36. Cultural Nuances Influencing Behavior
Going Glocal Fitful & Wellness
Explosion of International
Cuisines Restaurants,
Lounges & Bars

37. In their quest for celebration, they are still bombarded by the daily tension
of living in Nigeria
I am a hustler birthed in this
country. I’m used to it.
Cost of living is ridiculously
high
I am a hustler birthed in this
country. I’m used to it.
It’s a lot of drama! So many
different people and
perspectives and cultures. It’s
fun sha
The streets are always alive.
There’s always something to do,
look at, learn. It’s a blend of good
& bad
I like the lifestyle, the accent,
the languages…I love
pidgin…I like the culture.
It’s tough. The police keep
stressing me because I am a
young man with dreadlocks
The economy is hard.
Still, you have to live your
life

38. IF WE DON’T ACKNOWLEDGE OURSELVES, WHO
WILL?
“Living in Nigeria can be so suppressive, from the
Government to NEPA trying to undermine our efforts. So
in order to avoid drowning in the whole mess, we celebrate
anything that shows off our progression in this
environment in any way we can, no matter the size of our
pocket at the moment”
Dayo Brith, 27
Hence they share a common attitude towards Celebration:

39. Culture Profile for Smoov
Cultural Value: Extreme Optimistic in chaos
Cultural Tension: The suppressive environment undermining
their efforts
Social Disruption: Acknowledge every positivity
Brand Myth: Naija, the celeb nation

40. Smoov – A Brand with a Purpose
Exists to celebrate the little
things that makes Nigerians
remarkable

41. Smoov on! EVERYTHING IS A BIG
DEAL!
The Naija Style of Celebration

42. Bringing the communication strategy to life #Smoovon
New year culture of celebrating the
previous year achievement #Smoovfest
Coupons to get 1 free Smoov across
fashio and game sections of modern
markets
Owning a happy hour mixing
experience across bars
Build a map of best places to
celebrate across key sites e.g. airport
Focus on celebrating good news on
SoMe Sponsor wedding celebrations (drinks on
Smoov)

43. THE END