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

13. the creative vision

14. the creative vision
print advertising

15. the creative vision
POS

16. the creative vision
print ads

17. the creative vision

18. the creative vision

19. 19
the proof: case studies
+ results:
– 2007: best year in the last 14
– 2008 PM offers $10.3B for USST