This document contains 5 marketing campaign summaries: 1. Coca-Cola's "Taste the feeling" campaign extends the brand's equity across various Coca-Cola products and underscores consumer choice. 2. Fami's campaign positions the brand as being attached to family values with the insight that family is where people feel a sense of belonging. 3. Nestle's campaign promotes the importance of breakfast for fueling families and allowing them to spend quality time together. 4. Colgate's campaign encourages sharing smiles on social media to raise money for charity, with the goal of reminding consumers that Colgate is a trusted brand. 5. Knorr's campaign focuses on the insight that

1. 5 campaign we
feel good
insight

2. HELLO!
We are team 1 :
- Lê Vy
- Nguyễn Thị Thơm
- Đinh Thị Ánh Thuỳ
- Võ Thanh Bình

3. 1.
Coca
Cola
“Taste the feeling”

5. The strategy extends the
equity and iconic appeal of
the world’s No. 1 beverage
brand to Coca-Cola
Light/Diet Coca-Cola, Coca-
Cola Zero and Coca-Cola Life.
It also underscores the
company’s commitment to
choice, offering consumers
whichever Coca-Cola suits
their taste, lifestyle and diet
– with or without calories,
with or without caffeine.

6. Brand truth : Excited Inspiration / Open the happiness

7. Category truth:
Driver
Youngsters
want to use
the same
thing with
people they
care about,
especially
drinks or food.
Barrier
Coca cola have many
products that some of
them event cannot be
recognized belong to
Coca cola. People
have their own
favorite drinks from
coca cola, which result
to the gap between
them in one moment

8. Customer Truth :
- Great taste
- Refreshment

9. INSIGHT : People want their Coca-Cola in different ways, but
whichever one they want, they want a Coca-Cola to be a simple
pleasure that makes everyday moments more special

11. 2.
Fami
“Nhà là nơi”

13. With the objective of aligning the brand closer to consumers.
From "House" is a familiar way to mention family and loved ones
in the family.

14. Brand Truth :
 Attached to family values.
 Warm and Peaceful.

15. Category Truth :
 Fresh Soymilk.
 Nutrition.

16. Consumer Truth:
All of family members.
 Not expensive.
 Sweet.
 Nutritive.

17. INSIGHT:
"Gia đình là nơi mỗi người thuộc về, mang ý nghĩa đặc biệt
trong lòng họ. Tuy để bày tỏ thành lời những suy nghĩ, cảm
xúc về ý nghĩa đó thật khó khăn, nhưng đây vẫn là cách thể
hiện thật nhất."

18. 3.
Nestlé
“Chọn bữa sáng với Nestlé, mỗi sáng
Tươi”

20. Category
Nestle food

22. Brand truth:
 Nutritive
 Energetic
 Delicious

23. Consumer truth:
All of family members
 Have a good breakfast
 Be with their family at every morning
 Do not need to think a lots about what mothers will prepare for the breakfast
 Spend time on other activities (jobs, babies,…)

24.  Insight: Nestle breakfast
- Why do we use it? Because breakfast is the very
important meal
- Why is it important? Because it influences the family a
lots: energy, time together, time for other things,…
- Why are these things important? Because people hope
their family have a better life
 Having a happy family

25. 4.
Colgate
Keeping Britain Smiling

27. Brand Truth:
 Reliable
 Family
 Oral protection

28. Category truth: The campaign
encourages people to
take pictures and share
smiles to charity (share
a smile for charity), with
an outdoor event where
each family, friends and
those who go on the
road will receive a
package gift from
Colgate and took a
picture will then be
uploaded and shown on
a digital billboard big.

29. Also use Facebook as digital center of the campaign, all
the photos were taken and uploaded to the Facebook
page will be charged 10 Colgate smile, with a
commentary on it will be charged 2 smile and a "Like"
will change is one smile. When Colgate has collected
enough a million smiles, it will be converted into
100,000 pounds to donate to the organization.
Barnardo's with the slogan "Believing in children" - was
founded in 1867 and is now the charity for child's
largest and most famous of England, Barnardo's
believes that helping children smile will give them more
confidence and that will help increase the likelihood that
children achieve their potential selves, organizations
working with 100,000 children and their families each
year, made more than 400 community projects across
the UK.

30. Through brand campaign wants to remind consumers is Colgate brand
they trust, respect and love.
Customer truth:

31. 5.
KnorrCó mẹ là có tết

33. Category:
 Delicious
 Easy to use
 Can be used for many dishes

34. Brand truth:
“Ngon tu thit, ngot tu xuong”

35. Consumer Truth
 Mothers
 Good meals for their family
 Appropriation from their family members

36.  Insight:
- Why do they choose Knorr? Because they want to
prepare a good meal for their family
- Why they have to? Because their family satisfaction
about meals makes them proud and happy
- Why (proud and happy)? Because it means their love
and contribution are highly appropriated by other
members of family.
 Women today do not worry about cooking for their
family but look forward to appropriation from their
husbands and kids.

37. THANKS!