The document discusses revitalizing the Skoal brand of smokeless tobacco products. It notes that the brand was previously out of touch with its consumers and living on line extensions. A new agency emphasized understanding consumer insights and values in order to elevate and celebrate the brand's consumers. The agency worked to position Skoal as uniting dippers of America through shared experiences and camaraderie. The goal was to make Skoal the champion of the dipping community through an open invitation to join the fraternity.

1. how do you make the brand... worthy of the man?

9. Skoal brand architecture: painting the target

11. building the bridge BRAND CHARACTER what are the brand’s motives, ethics and vision? CONSUMER NEEDS / VALUES what is important to the consumer? how can the brand make them feel? what is the soul, the essence of the brand? brand idea SKOAL. UNITING DIPPERS OF AMERICA BRAND ASSETS what does the brand do? what are it's key assets and capabilities? BRAND BENEFITS what can the brand do for its consumer? what can the brand do for its consumer? shared experience zero 3rd party impact great tastes/exciting choices convenient pure pleasure superior quality hands- free American made from all American leaf smokeless matchless tobacco satisfaction range of varieties active engaged demanding part of a brotherhood pleasure-seeking independent/ rebellions user-friendly adaptable committed to making good stuff smarter than smoke understanding & supportive creative masters of our craft

12. the benchmark championing the community what next? choices options originator balanced alive optimistic 100% American celebration the hunt play by the rules, kinda possibilities strength in numbers invitation SKOAL: UNITING DIPPERS OF AMERICA fearless leader rich in flavor game on fraternal unspoken bond for the love of dip respect diversity catalyst

15. print advertising

16. POS

17. print ads