3. OBJECTIVES
• Convey the ingredients and craftsmanship story to support a premium
positioning
• Transform ice-cream to a luxury experience
• Increase brand penetration and trial
• Convey premium nature of the brand, process and ingredients which
make it a world above the rest
4. COMPETITIVE CONTACT
• Competitor:
• Magnum
• Magnum’s main target market is women like Haagen-Dazs’s. However,
Magnum offers women limited pleasure on the go, with an ice-cream
on the stick. Whereas Häagen-Dazs offers unlimited pleasure in a tub.
Every spoon is a moment of pure pleasure. You savour the moment.
5. TARGET MARKET
• A confident, self-aware 29 year-old woman who has a clear vision of
where she is going in life. She is open-minded and curious and is
drawn to experiences that help her live up to her aspirations.
• She finds fulfilment in her passions such as travel, music, food, and
fashion. Because she is discerning, she often chooses “the best” to
make times memorable.
• Luxury isn’t her standard, it’s her indulgence, and she knows that a
true luxury is not a social currency but more importantly, it also brings
personal meaning.
6. KEY CONSUMER INSIGHT
• Problem: “I’m a woman who doesn’t have time for myself or have
time to go out .
• When I get home, I want to take off my bra, kick my heels to the
ceiling and breathe.”
• Solution: get home, get a tub of Häagen-Dazs and have time for me .
A date with “Häagen” is what I look forward to at the end of the day.
7. BIG IDEA
• Line: ”Every woman deserves a Häagen”
• Big Idea: To personalise the brand to be an escape.
(A go to happy place).
8.
9. CREATIVE RATIONALE
• Ice cream is an impulse purchase
• However, when we make our target market take ownership of
“Häagen-Dazs”, we’ll create personal stories with each woman
• When women think of “Häagen-Dazs”, they think of an escape where
there’s happiness.
10. DIGITAL EXECUTION
• Pre-awareness campaign
• The mystery of “Häagen” begins
• “Who is Häagen?”
• We’ll find personal stories online of women that need to be treated
well, desk drop offs(a gift and sample of Häagen Dazs) flowers at their
work with a message “from Häagen with love” in a card.
• Find “Häagen” on social media with hashtag
#everywomandeservesaHäagen and join the conversation.
• MAKE A NOTE OF THE PURPOSE OF THIS DRIVE.
13. RADIO EXECUTION
• This is an extension of Print
• Tell stories of what “Häagen/moments” means to different women.
14. RADIO EXECUTION
• Radio script
• Fvo: It’s always soo damn busy here
• Sfx:”fax machine…phone ringing…”
• Only Haagen keeps me going
I could just cuddle with him
• I look forward to our time together
• It’s our routine…
• I get home, kick my heels to the ceiling and take off my bra
• Sfx: sighs…relief
• Suddenly there’s cold air in my apartment…and there he is so
• refreshing and beautifully crafted all my girlfriends know “my
• Haagen”…
Anncr: Don’t be left out. Get a Häagen-Dazs ice-cream because, every
woman deserves Häagen.
17. OBJECTIVES
• To generate awareness of Nature Valley brand amongst current users
and potential users new users
• To grow the brand by 35% for the annum
• Grow the category
• Collaborate with other brands where possible to ensure maximum
utilization of brand exposure
18. COMMUNICATION OBJECTIVES
• To ensure that top-of-mind awareness for the Nature Valley Granola
Bars are created and maintained amongst the target market
• To encourage trials amongst non-users
• Increased brand footprint and numeric distribution
20. TARGET MARKET
• Primary Target Market
• White
• Female or Male
• 25-40 year olds
• LSM 8-10
• Married/Living with a Partner
21. TARGET MARKET
SECONDARY TARGET MARKET
• Black, Indian, Coloured
• Female or Male
• 25-40 years Old
• LSM 8-10
• Married/Living with a Partner
22. CONSUMER INSIGHT
• Problem: “I don’t know if I will make it out of bed. I’m demotivated
and uninspired to do what I have to do because, it’s all too much”.
• Solution: There comes a point when you realise you need energy to
complete a task, but completing it requires a psychological drive as
much as a physical drive. Granola bar is a life coach that encourages
consumers to finish their daily tasks.
24. BIG IDEA
• Line: “Go all the way”
• Big Idea
• Position Granola bar as a life coach that motivates people to go after
what they want or rather finish what they started. Like a coach that
motivates players to win a game or perform at their best.
25.
26. CREATIVE RATIONALE
• In order for someone to finish something, they usually have to
psychologically drive themselves to see it through. Its something
inside, it’s what separates winners from losers.
• The Granola bar enables consumers to go all the way.
29. DIGITAL EXECUTION
• We run a “Go all the way” campaign on social media, radio, POS
• Where people will use the hashtag #goalltheway for tasks that they
are about to complete or have completed.
Social media
• For example, if you’re about to run or have completed the comrades
marathon… we’ll use prefix(comradesmarathon with alltheway)
#comradesmarathonalltheway and sample Granola bars at different
active lifestyle events. The copy in orange should be written up as
part of an activation or sample drive
30. ACTIVATION
• Awareness /Real activity
• Create an event at Gold Reef City like an Amazing Race, where
families/friends have to compete and finish a race for a prize.
31. RADIO EXECUTION
Tell stories of people that need to go all the way to finish a task. Bring to
life people’s internal struggles when faced with a task and need
motivation, and get a feel of how it escalates from giving up to success.
• EXAMPLE: late nights at work
new born babies
jogging in the morning
33. POS EXECUTION
Ask emotional questions at the till that will lead/drive people to buy/see
the Granola bar
• Problems:
• thinkingonyourfeet?
• meetingdeadlines?
• Solutions:
• #Goalltheway
