Making Friends with Coco Pops Mark Brown - Planning Director Leo Burnett
The Story <ul><li>The Background </li></ul><ul><li>The Planning bit What we saw Making friends with kids The pitfalls The ...
Once Upon a Time...
Until One Bleak Day...
Until One Bleak Day...
Until One Bleak Day...
 
Then One Day...
 
Percy?
Percy Planning takes a peek…
The situation... <ul><li>Coco Pops had been a huge success creating a new category </li></ul><ul><li>Europeanisation had l...
The situation changed <ul><li>The people changed at client and agency </li></ul><ul><li>We could now re-think the strategy...
What we saw <ul><li>Choco Krispies copy had got too worthy and nutritionally focussed </li></ul><ul><li>We know that Coco ...
What we saw <ul><li>Choco Krispies copy had got too worthy and nutritionally focussed </li></ul><ul><li>We know that Coco ...
The name can change back <ul><li>The challenge for planning  -rebuild the franchise </li></ul><ul><li>If we are to change ...
<ul><li>In short we have to find out how we could re-engage 7 & 8 year old kids with the Coco Pops brand </li></ul><ul><li...
What makes a good friend? <ul><li>Kids like their friends  AND kids like their parents </li></ul><ul><li>But friends are g...
The research <ul><li>Telephone conversations with 7 & 8 year old friends of niece Caitlin </li></ul><ul><li>What do they l...
Friends are people who.. The planning bit
Friends are people who.. <ul><li>you can trust </li></ul>The planning bit
Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul>The planni...
Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul><ul><li>do...
Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul><ul><li>do...
But.. <ul><li>You can’t just tell kids    that they can trust you,    that you care about what they think,    that you thi...
But.. <ul><li>You can’t just tell kids    that they can trust you,    that you care about what they think,    that you thi...
But.. <ul><li>You can’t just tell kids    that they can trust you,    that you care about what they think,    that you thi...
Building a relationship <ul><li>We have to listen and care </li></ul><ul><li>We have to trust </li></ul><ul><li>We have to...
Problems of talking to kids directly <ul><li>You can’t mail or speak one to one  </li></ul><ul><li>The authority figure ge...
Problems of talking to kids directly <ul><li>You can’t mail or speak one to one  </li></ul><ul><li>The authority figure ge...
Problems of talking to kids directly <ul><li>You can’t mail or speak one to one  </li></ul><ul><li>The authority figure ge...
The name change gives us a great opportunity The planning bit
The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul>The planning bit
The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul>The ...
The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul><ul>...
The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul><ul>...
Which way would they vote? Would they vote at all? The planning bit
Which way would they vote? Would they vote at all? <ul><li>Went to Kidscope school </li></ul><ul><li>Omnibus to check out ...
Which way would they vote? Would they vote at all? <ul><li>Went to Kidscope school </li></ul><ul><li>Omnibus to check out ...
The brief <ul><li>Role:  Create a dialogue with kids, re-engaging them with what is to be  their  brand </li></ul><ul><li>...
 
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Web Site
The Kids got something fun back
 
Coco Pops returns…
 
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Coco Pops Choco Krispies Vote

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Presentation of first APG gold winner to use the internet I think.

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Coco Pops Choco Krispies Vote

  1. 1. Making Friends with Coco Pops Mark Brown - Planning Director Leo Burnett
  2. 2. The Story <ul><li>The Background </li></ul><ul><li>The Planning bit What we saw Making friends with kids The pitfalls The solution The brief </li></ul><ul><li>The Final Picture </li></ul><ul><li>The moral of the story </li></ul>
  3. 3. Once Upon a Time...
  4. 4. Until One Bleak Day...
  5. 5. Until One Bleak Day...
  6. 6. Until One Bleak Day...
  7. 8. Then One Day...
  8. 10. Percy?
  9. 11. Percy Planning takes a peek…
  10. 12. The situation... <ul><li>Coco Pops had been a huge success creating a new category </li></ul><ul><li>Europeanisation had led to watering down of a very strong UK brand </li></ul><ul><li>European focus on Nutrition - disconnect with fun kids brand </li></ul>The planning bit
  11. 13. The situation changed <ul><li>The people changed at client and agency </li></ul><ul><li>We could now re-think the strategy and take a fresh look </li></ul>The planning bit
  12. 14. What we saw <ul><li>Choco Krispies copy had got too worthy and nutritionally focussed </li></ul><ul><li>We know that Coco Pops has greater saliency, is more fun </li></ul>The planning bit
  13. 15. What we saw <ul><li>Choco Krispies copy had got too worthy and nutritionally focussed </li></ul><ul><li>We know that Coco Pops has greater saliency, is more fun </li></ul><ul><li>And fits the song better </li></ul>The planning bit
  14. 16. The name can change back <ul><li>The challenge for planning -rebuild the franchise </li></ul><ul><li>If we are to change back the name we must bring back the consumers </li></ul><ul><li>We have to be fun again </li></ul>The planning bit
  15. 17. <ul><li>In short we have to find out how we could re-engage 7 & 8 year old kids with the Coco Pops brand </li></ul><ul><li>It is rather like becoming friends again </li></ul>The planning bit
  16. 18. What makes a good friend? <ul><li>Kids like their friends AND kids like their parents </li></ul><ul><li>But friends are generally more fun </li></ul><ul><li>What is the difference that makes friends more fun? </li></ul>The planning bit
  17. 19. The research <ul><li>Telephone conversations with 7 & 8 year old friends of niece Caitlin </li></ul><ul><li>What do they like/dislike about their friends and their parents? </li></ul>The planning bit
  18. 20. Friends are people who.. The planning bit
  19. 21. Friends are people who.. <ul><li>you can trust </li></ul>The planning bit
  20. 22. Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul>The planning bit
  21. 23. Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul><ul><li>don’t treat you like children </li></ul>The planning bit
  22. 24. Friends are people who.. <ul><li>you can trust </li></ul><ul><li>listen and care about what you think </li></ul><ul><li>don’t treat you like children </li></ul><ul><li>Coco Pops has to demonstrate this </li></ul>The planning bit
  23. 25. But.. <ul><li>You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals </li></ul>The planning bit
  24. 26. But.. <ul><li>You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals </li></ul>The planning bit You have to do it.
  25. 27. But.. <ul><li>You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals </li></ul>The planning bit You have to do it. You have to enter into a relationship.
  26. 28. Building a relationship <ul><li>We have to listen and care </li></ul><ul><li>We have to trust </li></ul><ul><li>We have to treat them as equals </li></ul>The planning bit
  27. 29. Problems of talking to kids directly <ul><li>You can’t mail or speak one to one </li></ul><ul><li>The authority figure gets in the way </li></ul><ul><li>Not behaving truly like a friend </li></ul>The planning bit
  28. 30. Problems of talking to kids directly <ul><li>You can’t mail or speak one to one </li></ul><ul><li>The authority figure gets in the way </li></ul><ul><li>Not behaving truly like a friend </li></ul><ul><li>Unless? </li></ul>The planning bit
  29. 31. Problems of talking to kids directly <ul><li>You can’t mail or speak one to one </li></ul><ul><li>The authority figure gets in the way </li></ul><ul><li>Not behaving truly like a friend </li></ul><ul><li>Unless? </li></ul><ul><li>Get the kids to speak to you! </li></ul>The planning bit
  30. 32. The name change gives us a great opportunity The planning bit
  31. 33. The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul>The planning bit
  32. 34. The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul>The planning bit
  33. 35. The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul><ul><li>Get them to respond, to talk to us directly </li></ul>The planning bit
  34. 36. The name change gives us a great opportunity <ul><li>Let the kids decide </li></ul><ul><li>Give them a vote </li></ul><ul><li>Get them to respond, to talk to us directly </li></ul><ul><li>Get them to re-start the relationship </li></ul>The planning bit
  35. 37. Which way would they vote? Would they vote at all? The planning bit
  36. 38. Which way would they vote? Would they vote at all? <ul><li>Went to Kidscope school </li></ul><ul><li>Omnibus to check out parents </li></ul>The planning bit
  37. 39. Which way would they vote? Would they vote at all? <ul><li>Went to Kidscope school </li></ul><ul><li>Omnibus to check out parents </li></ul><ul><li>Indicated High interest & involvement Clear preference for Coco Pops </li></ul>The planning bit
  38. 40. The brief <ul><li>Role: Create a dialogue with kids, re-engaging them with what is to be their brand </li></ul><ul><li>Single important message: Use your vote! </li></ul><ul><li>Other thoughts: Create election fever for kids Use TV, PR, Freephone number & Website </li></ul>The planning bit
  39. 42. Web Banners
  40. 43. Web Site
  41. 44. The Kids got something fun back
  42. 46. Coco Pops returns…

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