2. Launch “ To love is to share” campaign
TG portrayed
Young Married
Couples
Positioning
Affordable
premium
chocolates for
sharing
Execution
Style
Light hearted
yet real
Key Consideration for next campaign
1. Next Campaign to be an extension of the first campaign , to further establish the
differentiated positioning
2. Stories based on the new insight should be real and relatable with the TG
3. Perception of affordable premium chocolate to be maintained.
3. Thompson’s Total Branding Model
Where are we?
The last campaign
positioned our brand as an
affordable premium
chocolate but it dint help us
gain market share.
Why are we here?
The positioning limits our
growth in the segment
Where do we want to go?
The objective is to
reposition the brand and
expand the market.
How will we get there ?
Communication Strategy
(slide no 4 and 5)
Are we getting there?
-Awareness Scores
-Attitude/ Behaviour
Change
- Share of Heart
- Market Share
Situational Analysis
Root Cause Analysis
Why the next
campaign?
Strategy
Communication
and Marketing
Objective
4. How we going to achieve it?
Communication Strategy
Present Chocolates
Market
Chocolates
Premium
Chocolates
Proposed Chocolate Market
Mass
Chocolates
Premium
Chocolates
Affordable
Premium
Chocolates
STEP 1
Carve out a new sub segment called affordable premium chocolates.
5. STEP 2
Communication Strategy
Ferrero Rocher Nestle Alpino ( Old) Nestle Alpino ( New)
Toblerone
Gifting Sharing (Between Couples) Medium to express
PROPOSED
Position it differently from Market Leader of the premium segment ,Ferrero
Rocher
STEP 3
Expand Affordable Premium Chocolate Market by getting more users
6. Big Idea
Big Idea
The brand to be
positioned as a
medium to express.
Nestle Alpino to
serve as a medium to
help the TG express
their feelings towards
their loved ones “
non-verbally”.
TG
Everyone who
wishes to
communicate
his/her
feelings/emotions
non verbally to
other person but is
hesitant to do.
Insight
Some people find it
awkward and hard to
convey feelings to their
loved ones( friends,
family, better half etc.),
feelings of love, apology,
appreciation, gratitude
etc. verbally.
Research : We conducted a small research among 15 members of the TG ( first campaign)
and asked them the following questions which helped us arrive at our big idea.
1. Apart from the functional benefit , what do chocolates mean to you?
2. When was the last time you expressed your feelings to your loved ones verbally?
Its been 27 years
of our marriage
and I don’t
remember when
was the last time
I said I love you to
her.(wife)
I use it for sweet
gestures to show
people that they
are important
Chocolate is
suitable in any
situation so
when I am in a
mess with my
GF its saves
me.
Never, I am very bad
at expressing my
feeling especially
towards my family.
Its like I take them
for granted.
They say there is
no Thank you
and sorry in
friendship. So it
feels weird now
to say all this
7. New Proposed
Tagline :
“ You say it best
with a Nestle
Alpino”
Communication
Alterations
The love messages, a
part of the packaging
to be made more
general. I.e..
Messages which are
rooted to the TG (
psychographics),
insight and big idea.
A son meets with an
accident and is admitted in a
hospital. The father rather
than being angry takes care
of his son. Looks after him,
feeds him, does his bed. The
son overwhelmed with his
Dads gesture wants to
express his feelings but cant.
He gives his father a Nestle
Alpino and the father smiles
back and continues doing his
work.
A 50 year old man plans to do
something different on his 25th
anniversary for his wife. He
prepares a I love u speech for his
wife. He practises it in his office,
washroom and in front of his dog.
But on the day, at a restaurant he
goes blank, tries but decides to
drop the plan. Next moment the
old woman hesitant herself, takes
out a Nestle Alpino from her bag
and gives it to him with an
infectious smile. “You say it best
with a nestle Alpino.”
TRADITIONAL
TVC
Print
Radio
Cinema ( In
theatres and in film
product placement)
00H
Example of
Instances
Tone of advertising
should reflect the
affordable
premiumness of
Nestle Alpino also
connect with the TG
with real emotional
stories
DIGITAL
Microsite
Interactive Social
Media campaigns
Special 5 secs ads
for YouTube
Mediums
Several
stories can be
ideated based
on the
insight, TG
and big idea.
8. Estimated budget and returns
• Budget ( Monetary): Rs. 15 crore (approx)
• Measure of returns:
– Awareness scores
– Attitude Behaviour shift
– Share of Heart
– Market Share
How will this campaign help the product/brand and the parent
company? ( Change )
• This campaign will help Nestle in entering a new segment of i.e. "affordable
premium” thereby maintaining its core identity of being affordable.
• At the same time it is helping Nestle Alpino to expand its market in the segment by
increasing number of users.
• Also, it will help brand in creating good recall amongst its target audience as Nestle in
the chocolate category is quite inactive in its communication of late.
