Vi a dios most have channels
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Pond's is launching a new anti-aging skincare line called Age Miracle. To promote it, they are developing a connection strategy called "The Look of Love" which focuses on helping women feel attractive and desired. Their communication plan involves three key elements: 1) Inspiring and promoting romance to influence purchase behavior, 2) Proving skincare expertise through clinical trials and endorsements, and 3) Achieving masstige credibility through high-end retail partnerships. Major channels include television, magazines, and outdoor advertising to build awareness, along with experiential activations to encourage trial.
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Vi a dios most have channels
- 1. “Vi a Dios”
- 2. Agenda Brand Imperatives Consumer Insights Connections Strategy Connection Essentials Potential Channels Food For Thought: ‘Activation Zones’ Most Have Channel
- 3. Main Objectives MCO MMO • Entering Masstige market • Leadership in anti-aging segment • Recruit competence users To be perceived as the leading brand on Face Care Experts, Innovative Brand and Effectively Fights Ageing • Establish leadership in the anti-aging segment. • Win in Anti Aging in all price points, driving volume migration towards upper tiers
- 4. Helps you realise your dreams of love. From the heart • Straight-talking knock-out claims that make you want to give it a go. • The Ponds Institute Playful, inventive and surprising. Resourceful and Intuitiive as only a woman can be. Functionally: 9. Essence Romance realized • Sensorial experience of the product Makes you more beautiful Emotionally: Only Pond’s gives you the beauty that brings romance into your life The magical feeling of love 4. Insight At heart every woman craves the magical feeling of love. Being more beautiful enhances your chances of love. 3. Target 2. Competitive Environment All face care solutions The romantic side of every woman. 1. Roots • A long advertising history linking beauty to romance. • First skin care regime in the USA comprising Cold Cream & Vanishing Cream. • A second wave of introduction in Asia based on skin-lightening Taking in mind the “Romance Realization” as an important strategic driver
- 5. turning information and insights into ideas
- 6. The Challenge of a New Product Line Romance Ponds Miracle Masstige Antiaging treatment
- 7. About she…
- 8. Ocupation Women 35-50 ABC (4 Countries) Total 4C Married ARG COL 60% 61% 16% Single 8% Separated 7% 8% Divorced 5% 8-29 h/w Less than 8 h/w Unemployed 15% 19% 24% 5% 9% 7% 7% 6% 3% 5% 8% 3% 2% 2% 2% 69% 59% Employed Employed pt 51% 7% 2% 15% 19% 13% 17% 41% Source: TGI Latina Women 35-50 ABC Universe Wom ABC 35-50: 6.857.000 48% 21% 15% 5% 2% 3% 31% 54% 68% 50% 43% 30 hours wkl VEN 67% 19% 8% Widowed 51% 13% Union with mate MEX 42% 33% 11% 22% 9% 18% 2% 32% 55% 4% 47% 44%
- 9. Direct Sales Business • US$100,000 millions Worldwide Business – 50% = cosmetics and personal care • 54 millions of sales persons – 24% just in U.S.A. – 75% Women – Omnilife Mexico has almost 3 million of distributors – Direct Sales have access to the 63% of Colombian Sources: World Federation of Direct Selling Association
- 10. Botox • Incredible change: – 3-7 days Latin America • Effect: • Women start using it at 38 y.o. • Cost: • Business increase 33% per year worldwide, the fastestgrowing cosmetic. • USA, Mexico and Argentina: Top 3 countries with Botox ussage (annual market increases in value up to 80%) • 40% of Botox users are Heavy Users – 4-6 months – US$400 - US$1,000
- 11. Key Findings • 65% of women declare to be open for a esthetic surgery. • The hispan market increases 67% in esthetic surgeries during the last year Sources: Allergan, American Society for Aesthetic Plastic Surgey, Terra Hispanic PR Wire, AmericaOn Line Latino
- 12. How is the Masstige media environment
- 13. Masstige: building in conjunction Medio Producto
- 14. Facial Care Category Spending By Medium 2006 Argentina Colombia 27 22 47 3 3 74 15 8 Mexico 19 5 74 Magazine 1 Outdoor 2 Pay TV Press Radio TV
- 15. Mexico Media Mix / Competencia 2005 1 Televisión 4% 8% 0.8 10% 5% Pay Tv 12% Radio 1 16% 6% 7% 6% 1% 8% 21% 14% 1% 13% 33% 6% 0.8 52% 20% 18% 5% 70% 0.6 0.4 2006 Impresos 0.6 81% 90% 95% 82% 84% 0.4 28% Avón Nivea L´oreal Ebel Vichy 2007 4% 9% 67% Ebel Vichy 0 Olay Pond´s Inversión Categoría Ene – Dic 2005: $225,769 1 79% 68% 0.2 0 Pond´s 80% 74% 2% 48% 0.2 92% 89% Avón Nivea L´oreal Inversión Categoría Ene – Dic 2006: $323,669 4% 7% 4% 11% 11% 0.8 34% 37% 66% 63% Magazine 0.6 95% 0.4 91% 96% 89% 77% 0.2 0 Pond´s Avón •Source: Ibope/ Prepared by Mindshare •Rates UL / ‘000 MPX Olay Nivea L´oreal Ebel Vichy Olay Inversión Categoría Ene –Mayo 2007: $222,570 Pay TV
- 17. Argentina Magazine Pay TV Medio Diarios Cap. Diarios Int. Revistas TV Cable Total Porcentaje 16% 2% 54% 28% 100% Inversión 551,220 66,830 1,854,601 978,150 3,450,801
- 18. Argentina Magazine Pay TV Medio Diarios Cap. Diarios Int. Revistas TV Cable Porcentaj e 9% 2% 43% Inversión 515,537 105,014 2,339,923 OOH Vía Pública Total 33% 13% 100% 1,788,815 679,405 5,428,694
- 23. Therefore we need a Connection Strategy that allow us •Be in the right mindset •Be in the right place •Have the perfect excuse to talk to her
- 24. What about her vision of love/romance
- 25. What about the vision of love/romance: A cross country opinion Love •Love is forever Social •Love is open, is free. •Family •Love is unconditional ∙The maximum state of tranquility Expression Emotional •It make me happy ∙Is the reason to live ∙Love is the motor of life. ∙Love it is the only reason why I came to this world. •Love is the most profound manifestation of a human being •Love is sacrifice, understanding, patience, building, sharing, admiration, recognition. •Hugs, words, tenderness Romance •Wonderful limited period of time •Romance is intimate private •Couple •Expects reciprocity •Romance is temporary ∙It feeds Love •Romance equals passion wiliness, seduction •Today is not the romance alive •The romance is Details, Kissing, touching, hugging •Sex, to be desired •Clandestine Source: Initiative
- 26. I wish my skin looked younger and fresher I’m a little overweight I feel younger than I look I still crave romance Romance seems to take more work than it used to I know beauty only skin deep, is but if I don’t feel good about how I look, I don’t feel romantic.
- 27. Consumer Insight I like to feel attractive …I still want to be desired She needs reassurance that her romantic spirit still shines through
- 28. Pond’s Age Miracle Needs to Work on Two levels Age Miracle needs to help her feel romantic by reminding her that true romance comes deep from within Age Miracle needs to help her feel romantic by making her face look and feel younger younger looking skin feeling younger looks of love (from her) romanti c feelings looks of love (from him)
- 29. Refining the Connection Strategy Brand idea: “romance realised” Consumer insight “I like to feel attractive & still want to be desired” Connection Platform: “the look of love”
- 30. Connection Platform “The look of love!” We want her to bask in the look of love ...the look of love from a partner ...the look of love coming from inside her self
- 31. “The look of love”
- 32. It’s true. Women love romance.
- 34. But what does romance mean to her?
- 35. Does it mean… unexpected romantic gestures?
- 36. Yes.
- 37. Does it mean… long-stemmed roses?
- 38. Of course.
- 39. Does it mean… a walk on the beach?
- 40. Mmmm
- 41. Does it mean… closeness and touching?
- 42. Definitely.
- 43. But the true meaning of romance is deeper than a gesture…
- 44. Better than a hug
- 45. And goes beyond roses, chocolates, champagne and the bedroom.
- 46. True romance is the miracle of two people loving each other.
- 47. the story they’ve written together, told through their children,
- 48. and through their own secret code of words and signs.
- 49. True romance is about unlocking the intimacy forged across years.
- 50. It’s about ‘miracle moments’…
- 51. Those rare and precious moments when one look spans a lifetime of love.
- 52. And time has no meaning.
- 53. Because like you, love is timeless.
- 55. Let’s review our goals… Romance Ponds Miracle Masstige Antiaging treatment
- 56. Opportunities Age Miracle to become her skin expert and a romantic advisor
- 57. To achieve this we must influence a chain of behaviors I know about it I‘m going to give it a try I see it working I use it on a daily basis A ‘POND’S Age Miracle pathway’ I try other Age Miracle products
- 58. Unlocking the Pond’s Age Miracle Pathway I know about it I‘m going to give it a try I see it working I use it on a daily basis I try other Age Miracle products We need to work in Connections that: Inspire Build Trust
- 59. Translating communications to ‘connections’ Communication Strategies Inspire Build Trust Connection essentials Romance Prove expertise
- 60. Channel Guidelines Connect the right moment through the right media to the right mindset
- 61. Outdoor Mass Magazines TV TV Talkshows Cable Radio News/ Music Impact & Visibility Interact with ‘product’: (Sampling, demonstrations) Radio Web ‘her’ Forums Magazines friends Trust Books TV Open Right Mobile Restaurants Mindset Newspaper Masstige Quality Enviroment Merchandising Prestige Internet Malls Restaurants Parks Cinema TV Films Cable Quality Events Places Quality Magazine Vacation Cinemas Places Romantic Books High Potential Channels TV Soap Opera
- 62. Outdoor Mass Magazines TV TV Talkshows Cable Radio News/ Music Impact & Interact with ‘product’: (Sampling, demonstrations) Radio Web ‘her’ Forums Magazines Visibility friends Trust Books Books TV Open Right Mobile Restaurants Mindset Newspaper Parks Masstige Quality Enviroment Merchandising Prestige Internet Malls Restaurants Cinema TV Films Cable Quality Events Places Quality Magazine Vacation Cinemas Places Romantic Books High Potential Channels TV Soap Opera
- 63. Food For Thought Recognize this variant is more than just a perfum choise. It delivers of a specific kind of cleaning: iluminated whites and the smell of sundried clothes. Can’t separate channels from activation ideas… [think] …or activation ideas from channels
- 64. Activate Connection Brand Essence “Romance realized” Campaign Idea “Miracle Moments” Connection Platform “The Look of Love”
- 65. Activate Connection Connection Platform “The Look of Love” Activation Activation “Inspiring & Promoting Romance” “Prove expertise “Masstige endorsement”
- 66. Reach “Look of love” connecting channels TV Visible , fast Awarness Radio Mobile & Bluetooth NICE TO HAVE NICE TO HAVE CHANNELS CHANNELS AREA AREA WEB Activations Excuse to contact in the right place at the Right time Experience will generates talkability Merchandise Experience & reinforcing Ponds commitment. Quality boxes/Kits MUST HAVE MUST OOH/Indoor HAVE CHANNELS Visibility, CHANNELS Dramatization and AREA Impact AREA Prove Cinema Quality locations Ponds Institute Prove Expertisse Magazines Quality supports Endorse masstige credential Newspaper Strategic Fit
- 67. Reach “Look of love” connecting channels TV Visible , fast Awarness Radio Mobile & Bluetooth NICE TO HAVE CHANNELS AREA WEB Activations Excuse to contact in the right place at the Right time Experience will generates talkability Merchandise Experience & reinforcing Ponds commitment. Quality boxes/Kits MUST OOH/Indoor HAVE Visibility, CHANNELS Dramatization and Impact AREA Prove Cinema Quality locations Ponds Institute Prove Expertisse Magazines Quality supports Endorse masstige credential Newspaper Strategic Fit
- 69. Proof TV Programming Seven Day Separation = Seven Years Younger •TV Makeover show (nonsurgical, go to Spa) Activation Prove •Before & after Expertise
- 70. Expert / Real Experience Concept: Make the experience real, something she can touch Pond’s Institute
- 71. How it works: Consumer Engagement Channel Call to Action Women who “touched” the experience/ Talkability Stage Timeline One Month permanet How Attract women to touch the real Pond’s experience Mobile clinique with scientific skin assesment Online scan + analysis of skin, beauty tips Media Insert e Pull-out supplements with history and Lov k of s latest developments Loo rie The al sto ance e R Individual file, record on t R o m u abo improvements Radio Internet TV Magazines
- 72. Trial Seven Days Before the Big Event… •Trial Pack/merchandise •Dress Shop Partnership (when you are looking for the dress) •Hair Salon: Tied to once-aweek salon visit Activation Prove Expertise Masstige endorsement : Fashion and category dress shops and stylish hair salons
- 73. The Effect (Dramatization) Outdoor Ideas Giant “Unwrinkling” Display •Image starts wrinkled an then pulled-out smooth – over 7 days Activation Prove Expertise
- 76. Provoking the “right mindset” Concept: Open TV Ponds sponsorship of classic romance movies played in the evening’s prime time Idea: Romance de Película Activation Inspiring Romance
- 77. How it works: Channel: Open TV Type: Sponsorship Prime Time (8-11 pm) Woman TV Audience TV “Romance de Películas” Sponsorship + + =
- 78. Make romance a relevant “matter” Concept: -Prevoiuos to launch -A 7-days love story, each day -Engaging consumer through make them “think about it” Idea: “Milagros del Amor” Activation Inspiring Romance
- 79. How it works: Stage Timeline Preparing Content: 7 love stories Concept spread into market/ Blog launch 3 months 7 days Hired Contemporary Woman Writer Each day story publication in blog Consumer Engagement Valentine’s Day (14/02) Consumer Content 7 days How Women start commenting and sharing their own love-experiences Internet Blog Launch PR (Writer’s Interviews) TV Magazines Magazines (stories printed edition) Radio Section Love story Narration ve f Lo ok o ies Lo r The al sto ance Re Rom ut abo
- 80. Provoking the “right mindset” Concept: Activation to give the couple the lost spark of love again 7-day Quality Boutique Hotel Romance Activation Inspiring Romance
- 81. How it works: l Hote Exp yro to sk ve for lo ng looki ce erien ck ... Timeline ...Years of Marriage How Couple runs into routine and love slightly drops 7 days One Month Announcement of the Romantic Revival TV “7 day Miracles” (Master Campaign) “7 days Btq Htl Romance” Magazines Radio Internet 7 days Masstige endorsement For Second : Well know Time Quality Boutique Hotel (Located on prestige zone) PR (Couple’s Interviews)
- 82. Activation Inspiring Romance Right Place, Righ Mindset: “Summer Nights Movies for Two” •7 night program in a park • Tied to phase of moon? •Romantic theme •Flowers Masstige endorsement: Nice place, secure, well located in cities (near of prestige zone)
- 83. How it works: Channel Call to Action Consumer Engagement Audience Presence Stage Timeline One Month 7 days How Exhorting couples to life a new romantic experience A classic romantic movie to be played by night each of the 7 days activation in big fields or city parks Radio Digital TV Magazines OOH Masstige e Lov k of s endorsement Loo rie The al sto ance e R Rom o u t place, : Nice ab secure, well located in cities (near to prestige zone)
- 84. Provoking “a romantic moments” Concept: Promotional Merchandising looking forward to leverage into romantic situations Win a 7-day Romantic Kit Activation Inspiring Romance
- 85. Trade/Merchandis ing: 7 CD’s of Love Classics 7 Classic Love Movies 7 Chocolates/ Pralines Masstige endorsement : Quality well 7 Bath Candles finished wood or metal box.
- 86. Indicative Activity Plan P1: ‘Establish Awareness P2: ‘Amplification’ Bringing consumers into romance experiences P3: ‘Reinforce’ Consumer Engagement through participation in romance activities and experiences Must Have Channels Nice to Have Channels Launch: Launch: Master Campaign Master Campaign •Romance de Pelicula •Romance de Pelicula •The Look of Love Book •The Look of Love Book •CV Milagros del Amor •CV Milagros del Amor • •Boutique Hotel Boutique Hotel • •Romantic Kit Romantic Kit • •Open Cinema Open Cinema • •77 days before big event days before big event • • 77 days separation... days separation... • • Unwrinkling Display Unwrinkling Display • •Pond’s Institute Pond’s Institute •Pond’s Beauty Kit •Pond’s Beauty Kit TV (Open & Cable) TV (Open & Cable) Magazine Magazine Internet Internet
- 87. THANK YOU
Editor's Notes
- Taking in mind the “Romatice Realization” as an importance strategic driver
- The cuddle tight booster
- Love Miracles Virtual Club
- 7 days cruiser