School project - one day one brand one thought

1. RICOLA
Carolina Ivarsson Sp.2012

2. RICOLA

3. RICOLA
Ten herbs makes Ricola’s magic mix
Only a few people know how to make it

4. SECRET FORMULAS
Tracked back through centuries
Variations of usage areas

5. WHY KEEP THESE
FORMULAS A SECRET
?

6. TODAYS CATEGORIES
1. Secret for competitors
2. Fooling customers

7. IS IT MORE TO IT
?

8. PERCEPTION OF VALUE
Adding an extra layer by keeping it a secret
For both competitors and customers
DOES IT WORK?
Yes, it does
Perception: It must be important

9. BUT WHAT IS THEN
THAT EXTRA LAYER
OF VALUE
?

10. IT IS THE
MYSTERY

11. “I KNOW SOMETHING THAT YOU DON’T”
Triggers interest
You are now getting curious
But why?

12. A LIFE OF UNSOLVED MYSTERIES
Who are we? Is it real? What Is it
happened? possible?

13. WHAT HAPPENS
WHEN THE MYSTERY
IS SOLVED
?

14. THE MYSTERY DIES
You loose interest
Move on to find something new
IF ANSWER NOT REVEALED
YO U K E E P S E A R C H I N G !

15. WHAT HAPPENS
THAT GOES FOR
WHEN THE MYSTERY
PRODUCTS ASWELL
IS SOLVED
?

16. TRENDS and what it does
WHAT HAPPENS
Transparency = possibilities for knowledge
I can find what I want to know MYSTERY
WHEN THE
IS SOLVED
?
New: Might drive customers away
Mystery is gone

17. WHAT HAPPENS
WHEN THE MYSTERY
IS SOLVED
?
Now: Finding flavours and brand personalities

18. Insight:
WHAT HAPPENS
MYSTERIES
WHEN THE MYSTERY
OVERCOME
IS SOLVED
KNOWLEDGE AND
?
INFORMATION

19. WHAT HAPPENS
WHEN THE MYSTERY
Imagination is more important than knowledge.
Knowledge is limited. Imagination encircles the world.”
IS SOLVED
- Albert Einstein
?

20. MYSTERY OVER KNOWLEDGE
WHAT HAPPENS
WHEN THE MYSTERY
IS SOLVED
?
At First:
Had a twitter, did not tweet, did not answer
Still got over 6 million followers

21. RICOLA
Secret Perception Mystic Long-term interest

22. Thank you