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Skoal Casestudy
- 1. 1 how do you make the brand... worthy of the man?
- 2. 2 the proof: case studies + November 2006 – the street? down on UST: – losing ground to aggressive discounters – facing the arrival of true global giants: BAT & PM
- 3. 3 the proof: case studies + November 2007 – the street? singing USST’s praises: – UST is a silent change agency story… UST is operating under a new management regime… making better strategic decisions – the proof is in the pudding – “UST has delivered/exceeding on all of it’s commitments…” – ending the best year in the last 14 – what changed? a new CEO and, less noticed, a new agency
- 4. 4 ...so what was missing? the proof: case studies + the challenge – Skoal: category leader ravaged by well-funded discount competition out of touch with its consumer living on line extensions
- 5. 5 the proof: case studies + CSM on point – revitalization begins with consumer insight… – if you think this is your consumer: – then you have no reason to be embarrassed that this is your advertising: (even the bubbas know you don’t walk away from a 12’ leap into 2’ of water)
- 6. 6 UNDERSTAND ELEVATE CELEBRATE EMBRACE our consumer’s lives, values and dreams let them know that we share those values, those dreams be proud to be their brand do all we can to make our brand make things better everywhere we touch our consumer’s daily lives the proof: case studies + the power of insight
- 7. 7 instant camaraderie: all the barriers come down the proof: case studies + the insight: – walk a mile in their shoes – listen – and pay attention see what happens when dippers, unknowing, get in a room together... notice the silence when three good old boys, two African Americans, two Hispanics and an Asian-American walk into a focus group room and what happens when the first can of Skoal comes out
- 8. 8 brand architecture: painting the target Skoal
- 9. 9 the proof: case studies + boiling it down: our guys demanding brand architecture I live hard. work hard. play even harder. I earn my share of the good stuff. sure, I love to hang with my friends, and we love to have a good time you O.K. with that? then come on in… or step off and give us some room! connecting with customers part of a brotherhood pleasure-seeking independent/ rebellious active/ engaged
- 10. 10 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
- 11. 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 leaderfearless leader rich in flavorrich in flavor game ongame on fraternalfraternal unspoken bond for the love of dip respect diversity catalyst
- 12. 12 the proof: case studies + our vision in other words... Skoal will offer an open invitation to join the fraternity of experienced dippers
- 14. the creative vision print advertising
- 16. the creative vision print ads
- 19. 19 the proof: case studies + results: – 2007: best year in the last 14 – 2008 PM offers $10.3B for USST
Editor's Notes
- This is where we obliquely kill the question: can these damn Yankees connect with good ‘ol boys. For the PITCH: I want to set up the straw man: short video of Jeff Foxworthy one liners, Smokey & the Bandit, Dukes of Hazzard. Even venture into the dark side: the squeal like a pig bit from “Deliverance.” Then we concentrate on the core values that make these people who they are. Data to support: God Family, country, honor etc. A perspective that sets up the possibility that, by associating the brand with the best attributes of CD county culture, can make the brand an embodiment of values that are highly ASPIRATIONAL to future urban smokers….