The document discusses strategies for revitalizing the Skoal tobacco brand, which was losing market share. It describes conducting focus groups with diverse dippers who bonded over using Skoal. The agency proposed a brand architecture positioning Skoal as uniting dippers of America through a shared experience and brotherhood. The strategies aimed to understand customers better and make Skoal a brand they were proud to embrace.

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

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. 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. 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 ...so what was missing?

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. the proof: case studies the power of insight 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

7. Click Here for Skoal Presentation

8. 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 instant camaraderie: all the barriers come down

9. Skoal brand architecture: painting the target

10. the proof: case studies boiling it down: our guys 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 demanding part of a brotherhood pleasure-seeking independent/ rebellious active/ engaged

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

13. the proof: case studies our vision in other words... Skoal will offer an open invitation to join the fraternity of experienced dippers

15. print advertising

16. POS

17. print ads

20. the proof: case studies results: 2007: best year in the last 14 2008 PM offers $10.3B for USST