H3OPro Marketing Team Presentation - Brand Communications Campaign

BRAND COMMUNICATIONS CAMPAIGN Presented By Karin Fitzpatrick

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product Brief – Brand Communications

Strategy: Approach H30 & H30 PRO as different in the same global product line. Product Name H30 Pro H30 ISOTONIC DRINK FITNESS DRINK Energize. Hydrate. Protect. Energize. Hydrate. Protect. Big Idea Performance Hydration

Communication Objective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy: Approach H30 & H30 PRO as different in the same global product line. Product Name H30 Pro H30 ISOTONIC DRINK FITNESS DRINK Energize. Hydrate. Protect. Energize. Hydrate. Protect. Big Idea Performance Hydration Campaign Headline Powering Exceptional Performances Everyone Needs to HYDRATE Strapline: experience the difference No strapline

[object Object],[object Object],[object Object],[object Object],[object Object],VP of Marketing – Sue Egstrand Brand Communications – Karin Fitzpatrick Marketing Managers (Top Markets) Product Marketing – Nina Iroha / Violetta Zlatareva Branch Corporate Approvals Contents 1. ------------------- Product position 2. ------------------- Country Launch Phases 3. ------------------- Verbal Creative Concept 4. ------------------- Summary of Materials to be Produced 5. ------------------- Agency Briefing Karin Fitzpatrick Submitted by Energy & Fitness Portfolio Category Extravaganza – 21 st – 23rd June 2008 Launch date H30 Pro Isotonic Drink Launch Campaign Project Name EMEA Country H30 Pro Isotonic Drink Product Name EMEA Regional Marketing BRAND COMMUNICATIONS BRIEF

Regionally Developed Product Launch Brand Communications Process Flowchart – offline/online *Develop Material Timeline For Project Manager 1 DAY Venray MarComs Markets Project Manager - Product Marketing Activity Owner: Print Quantities Confirmed and Quotes are Sourced 21 DAYS Present to VP Marketing (with Project Manager) Feedback, Amends & Signoff 3 DAYS Present Campaign Theme & Marcoms Brief to Markets (signoff) 2 DAYS 7 MONTHS PRIOR TO LAUNCH *Project Manager Presents Product Brief & Runs Weekly Project Team Meetings until Launch *Develop Marcoms Brief Positioning / Materials (with Project Manager) 5 DAYS ,[object Object],[object Object],[object Object],[object Object],[object Object],Project Cost Tracking ONGOING *Final Amends, Proof Reader & Sign Off Sheet – PDF to Production Agency 3 DAYS Launch Develop Campaign Message (with Project Manager) 10 DAYS SKU’s Organised & Set Up Design/Copy Merged (Offline) 3 DAYS Test Final Core Collateral With Distributors 10 DAYS Artwork Sent To Printer – Proofing Takes Place 4 DAYS Coding Undertaken (Online) 10 DAYS Total Weeks = 27 * Templates Used Design/Copy is Translated (Offline/Online Materials) 33 DAYS Brief Copywriter & Approve Cost (Offline/Online) 1 DAY Brief Design Agency & Approve Cost (Offline/Online) 1 DAY Copy is Written and Legally Approved 25 DAYS Design is Developed (Offline/Online) and Approved with Global 30 DAYS Printing/Deployment (Offline) 20 DAYS Implementation (Online)

Design Direction Brief……. ,[object Object],Consumer Leaflet – GN 6937 DRG A4 Format - BTO

Design direction……Powering Exceptional Performances Visual illustration of the Herbalife proposition, sports drink market demand/business opportunities and key functional product benefits of H30 Pro

Design direction……Exceptional Performance, Exceptional Taste Visual illustration of the science, exceptional taste, USP’s & retailing & recruiting opportunities

Design direction…… Exceptional Performance, Exceptional Nutrition ,[object Object],[object Object],[object Object]

Design direction…… Exceptional Performance, Exceptional Support

Brand Communications Plan / Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distributor Tools - BTO Product Brochure Single Page Prompt Sheet Single Page & Double Page Advertorials

Distributor Tools - BTO Single & Double Page Advertisement Templates Single Page Poster Double Page Product Fact Sheet

Distributor Tools - BTO Single Page Target Group Fact Sheet Double Page FAQ’s Sports Manual

Distributor Tools – BTO - Banners & GIF

Brand Communications Plan / Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Style Guide – Artwork Components on HAL Pixel Bar Logo Secondary Headline Campaign Headline Male ‘hero’ model Female ‘hero’ model Carton Sachet 750ml Sports Bottle Strapline Dual Sex ‘hero’ model

Corporate Tools - HAL Single & Double Page Advertisement Templates Single & Double Page Advertorials Poster

Corporate Tools – www.h30pro.com

RECOGNITION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

H3OPro Marketing Team Presentation - Brand Communications Campaign

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Editor's Notes