10. President is France’s #1 cheese but there’s a lot of room to grow elsewhere in
Europe.With entrenched habits keeping people buying local cheese e.g.
Cheddar in the UK, President only comes out for special occasions e.g.
Christmas
Drive penetration
1
We want to position President Brie as an everyday special food to entice a lot of
new cheese-lovers to buy President
Strengthen brand associations e.g. French, pleasure, expertise, quality
Build brand equity
2
what’s the business challenge &
opportunity?
11. The communication’s challenge
Build emotional relationships with President that prompt purchase
Capture and own the right expression of France to resonate across
multiple markets
Cut through with a lighter weight media plan then the competition
Create advertising that can support President for years
12. mood/tone/behaviour
It’s vital to capture authentic Frenchness and this is best expressed
through fresh food locations (market, bistro, fromagerie) and ambience,
rather than using a clichéd French spokesperson
These attractive foodie situations allow us to hero the product and show off
President’s food values and expertise naturally
President’s Frenchness is more urban, modern and at the heart of the
kitchen table than La Rustique, who have a traditional, country feel
13.
14. Presentation theme
‘Choosing Costain’ 1
148
178
214
Colour pallette for charts/diagrams
79
128
181
197
213
233
132
143
161
175
182
193
199
203
211
217
221
227
Regular
pointer
arrow
Highlight
pointer
arrow
Callout text for numeric
tables and charts only
Callout
Arrow
Map pointer
Map point
City / country
Name Detail
(description)
Name Detail
(description)
Title
Name Detail
(description)
Name Detail
(description)
Title
Team member box
Source Schumberger
Notes
1 For any acquisitions which increase holding
2 Exceptions
Source/note
Map
148
178
214
79
128
181
2011 2012 2013 2014
Timeline
A
11%
B
23%
C
11%
D
11%
E
11%
F
11%
G
11%
H
11%
Strapline
243
153
0
8
62
109
16. HSBC fire escape plan.
FSA
Bank of
America HSBC KPMG
Barclays
Waitrose
McGraw HillReuters
To River
Ferries
To the McDonald’s
Roundabouts
Jubilee Park
Canada
Square
Cabot
Square
Canary wharf
Canary wharf
To Ropemakers Fields
Via Narrow street
CITIGROUP
Black arrows show
exit directions in the
event of a full
evacuation of the
Canary Wharf estate
17. Scope of the problem
7100
870
World population
Undernourished
2010 – 2012
175 million
239 million
0
50
100
150
200
250
300
2010 2012
2010 – 2012 Low income countries
Population distribution
2010 – 2012 High income countries
15%
85%
High income
countries
Low income
countries
16
million
Population of
undernourished in
High income countries
13 million
16 million
0
2
4
6
8
10
12
14
16
18
2010 2012
Source : http://www.worldhunger.org/articles/Learn/world%20hunger%20facts%202002.htm#Number_of_hungry_people_in_the_world
18. “By improving nutrition, we
can build human capital
and fuel economic growth
for generations to come.
However, nutrition’s full
impact can only be
unleashed when all sectors
do their part”
UNICEF conceptual framework
Source : http://www.unicef.org/eapro/Brief_Nutrition_Overview.pdf
25. Stella Artois Toolkit
The Brand
PTW / PTR / PTC & Assortment
Media Strategy
Events
On Trade
Off Trade
RTM
Tech Sales
Initiatives
26. Stella Artois Toolkit
The Brand
The Ritual
The Chalice
The Legacy of the Stella Artois Chalice:
Part of a brewing tradition stretching back to 1366, Stella
Artois is a beer for true connoisseurs that’s also the best-
selling Belgian beer in the world. Integral to its success is
The Chalice – Stella Artois’ iconic glassware and the ideal
way to experience the pride of Belgium.
The Art Of The Belgian Pouring Ritual
The Belgians take beer seriously – and the Stella Artois
nine-step Pouring Ritual is beer at its most serious. Each
step serves a specific purpose, optimizing serving
consistency, drinking enjoyment, and the romance of the
beer itself.
Stella Artois should be skillfully poured
and artfully presented.
Belgium Artistry
32. To Barefootly Go
To dance like no-one’s watching
To sing like no-one’s listening.
To embrace life’s loves & laughs and feel an energy that
starts at the tips of your toes and ends, well, who knows
‘‘ ‘‘
To forget about Brand.
And Wine.
And Demographics.
And everything in between
To look down and discover
your feet are Bare.
And it’s time to Barefootly Go
‘‘
‘‘
‘‘
‘‘
To make friends on the journey
And walk a mile in their joy-filled shoes
If only they had some‘‘
‘‘
