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Packaging That Sells Moosehead Presentation 2015
The document discusses the development and marketing of Moose Light Radler, a new seasonal product from Moosehead Breweries. It describes Moose Light Radler as a highly refreshing mixed beer drink using a 85% beer and 15% grapefruit, grape, and lemon juice blend. The product aims to appeal to experiential beer drinkers looking to experiment with new styles. Market research found declining beer consumption in Atlantic Canada, so Moose Light Radler was developed as an innovative seasonal launch to attract new customers and leverage Moose Light brand equity during the summer months.
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Packaging That Sells Moosehead Presentation 2015
- 1. Moose Light Radler l Making the right packaging connec4on
- 2. client perspective Moosehead Breweryand Moose Light Radler
- 3. P Moosehead Breweries • Located in Saint John, New Brunswick, Canada • Canada’s oldest independent brewery • Sixth genera4on family-‐owned and operated • Retraces its roots to 1867 • Currently distributed in 14 countries around the world • Produces, markets and/or sells over 30 brands across Canada
- 4. P background • Beer consump4on in Atlan4c Canada has been on the decline • Beer consumers are becoming increasingly experien4al, sampling and experimen4ng with new categories and styles • Moosehead plays a unique role in Atlan4c Canada and competes directly against major global compe44on • Moose Light strategically launches flavored line extensions annually– this strategy would be con4nued with the launch of an incredibly refreshing, flavourful Radler-‐style product for the Summer 2015 season 4 4
- 5. P defining the opportunity The challenge was crea4ng an iden4ty for Moosehead’s new Summer product for Atlan4c Canada, keeping in mind the following: • Produce a modern, dynamic and interes4ng packaging & POS design for MLR that will appeal to the experien4al drinker • Packaging design must leverage the equity and connec4on to Moose Light, but should also communicate the uniqueness of the product 5 5
- 6. P considera4ons • Taking into account the Moose Light target demographic and market considera4ons, the brand name “Moose Light Pa4o Radler” was selected as the product working 4tle • Highly seasonal product—launch 4ming is developed to fully leverage key Summer consump4on period (May – September) • Monthly retail promo4on would be planned in all three relevant markets • Aggressive tas4ng plans would be executed to support the brand launch 6 6
- 7. P innova4on at Moosehead • Innova4on is key to con4nued growth • Innova4on must: ü Be based on a real need ü Truly push boundaries ü Increase transac4onal price or appeal to a new market ü Relate to large scale trends or insights ü Taste really, really good
- 8. P understanding global trends • Trends last at least 10 years and simply cannot be ignored • For every trend there is a counter trend that ocen offers untapped opportuni4es • When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al • Fads when underpinned by a mega-‐ trend are a good way to maintain interest Source: Datamonitor Source: Hazelton
- 9. P global trends: Moose Light Radler • Trends last at least 10 years and simply can not be ignored • For every trend there is a counter trend that ocen offers untapped opportuni4es • When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al • Fads when underpinned by a mega-‐ trend are a good way to maintain interest Source: Datamonitor Source: Hazelton
- 10. P Our brief format !!Marketing!Brief! Project:! Click!here!to!enter!text.! Date:! Click"here"to"enter"text." Brand:! Click"here"to"enter"text." In!Market!Date:! Click"here"to"enter"text." Market(s):! Click"here"to"enter"text." Budget:! Click"here"to"enter"text." ! " WHAT! WHAT!DO!WE!WANT?!!! WHAT!ARE!THE!OBJECTIVES:! ! ! QUALITATIVE:"" " QUANTITATIVE:" WHAT!IS!THE!SINGLE!MOST!IMPORTANT!IDEA?!! ! WHY! WHY!ARE!WE!DOING!THIS?!!DESCRIBE!THE!PROBLEM.!!! WHY!WILL!THEY!BELIEVE!OR!CARE?!!DESCRIBE! THE!INSIGHT.! ! " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! OW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! !
- 11. P Our brief format 1" " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! HOW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! ! ! ADDITIONAL!NOTES!THAT!WILL!GET!TO!GREAT!WORK:!!! ! Reviewed"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Approved"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Last"Updated"By:" Click"here"to"enter"text." Date/Time:" Click"here"to"enter"text." "
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- 13. Think Blink Process Deliver r e s u l t s PHASE 3 Implementa4on Measurement Design c r e a 4 v e PHASE 2 Turning strategic vision into reality Define s t r a t e g y PHASE 1 Audit & informa4on gathering Consumer & business insights Alignment
- 14. research & innovation understandingthe market
- 15. P • Highly refreshing, excep4onally seasonable beer-‐based mixed drink • Hugely popular in Eastern Europe, and moving through North America with the emergence of several new market entries • Radlers represent a huge opportunity for experien4al consumers, looking to try not only new beer styles, but embracing non-‐tradi4onal beer alterna4ves. • Radlers are historically a 1:1 or 3:2 beer mixed with soda, juice or lemonade • Ours is developed using a 85 beer/15 juice split • Ours is brewed to 4% alc/vol. • Fruit juices used: Grapefruit (primary flavour) as well as grape & lemon juices phase 1 define l what is a radler?
- 16. 16 phase 1 define l what is a shandy?
- 17. 17 phase 1 define l what is a cider?
- 18. 18 phase 1 define l what is a radler?
- 19. 19 phase 1 define l how to innovate?
- 20. 20 phase 1 define l how to innovate?
- 21. 21 mood boards determiningthe creative direction
- 22. 22 phase 2 design l mood boards
- 23. 23 phase 2 design l mood boards
- 24. 24 creative exploration narrowingthe focus through collaboration
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- 36. 36 creative refinement choosingthe right option
- 37. 37 phase 2 design l design refinements
- 38. 38 phase 2 design l design refinements
- 39. 39 phase 2 design l design refinements
- 40. 40 creative execution ensuringa coherent design
- 41. 41 phase 3 deliver l final art: packaging
- 42. 42 phase 3 deliver l final art: POS
- 43. 43 phase 3 deliver l final art: OOH
- 44. 44 phase 3 deliver l final art: graphic standards
- 45. P launch strategy • Eliminate Risk • “Radler” is an unknown term – create mystery and build demand prior to launch
- 46. P • Know where your target gets engaged • Focus on social media, leveraging consumer generated content and ‘megaphone’ posi4ve word of mouth • “Try it & Report Back!” launch strategy
- 47. P • Believe we can grow the beer category • New products appeal to new consumers – prepare to embrace and market to non-‐beer consumers launch strategy
- 48. P • Mul4-‐channel execu4on • On and Off-‐premise promo4onal ac4vity • Tradi4onal and social media focus • Point of sale and educa4onal support • Public rela4ons out-‐reach • Tas4ng sessions with key influencers launch strategy
- 49. P results • Moose Light Radler has been the most successful brand launch in relevant markets in over ten years • Over-‐achieved target 5X • Has helped to grow a historically mature beer market • Has resulted in compe44ve pressure and new offerings from major compe4tors • Immediate SKU prolifera4on to include cans • Currently defining Na4onal poten4al and flavor extensions
- 50. P • The crea4ve and collabora4ve design process between Moosehead and Shikatani Lacroix on the Radler project produced innova4ve, out-‐of-‐the-‐box design thinking with less revisions, ensuring faster speed to market. • The final result produced a final iden4ty and design that delivered beyond expecta4ons and forged a strong partnership between client and agency, leading to further design projects. 50 collabora4ve partnership
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