CI Summary Digital

8/2/2019 CI Summary Digital

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CI summary

Digital and gum

Carole ROSSI

January 2012


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Digital strategies should differ depending of targets& countries and has to be considered in a broadermedia context

It depends of:

On line usage level of the country: with its heavy internetusage, on line is a must have in Sweden. Sweden should be usedto inform on the changes occurring with heavy Internet usage.

Openness to on-line brand activities depending of the countryand the target: the Swedish, the French and the Teens are themost acceptant and the Spanish and the +40 years the mostbrand cynical.

On-line strategies do not work in isolation but should be part of

multi media brand strategies. Knowing that the on-line legitimacy of the gum category is

neutral: strong consumer consensus around humour andlightness as fitting territories.

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Internet is a practical tool but with a deepemotional bonding

The Internet has fundamentally changed the notions oftime andspace. The promise of access to infinity transcends the finitenature of mankind.

Its a space of individual choice, enabling self-development andself assertion and a superior tool for communication and

sharing. It enables the individual to do more and gives him theopportunity to exist more intensely.

BUT it creates a fear oflack of control, a fear of virtual life

taking overreal life. In Sweden, Internet is no longer a mediabut an extension of oneself. There are strong underlyingtensions between Internet a tool to build the self and Internetwhich dilute the self.

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Knowledge and information: for every targets

Knowledge provider: both for leisure and work (news, personalinterests, for school work)

Information for everyday life for being more efficient (time andmoney saving: shopping, banking, cooking).

Communication: the discriminating dimension between targets

One to one communication: primary communication for the oldestone: mails.

Social networkingis a powerful self-enhancing tool, enabling to revealmore of oneself while retaining more control than in a face-to-face relationship.Even if with heavy usage of it, some feel the need to take break, to self censor

and to take measures to restrict access. Facebookis a space where Teens can exit; a space where 18-34 years can

shine as socialisers and a space where the oldest can bond with friends and theworld.

Entertainment provider: Sweden and teens. Less important than the 2previous one. Its download/ replay or gaming.

There are three main needs fulfilled by theInternet

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Associations with on-line brand presence aremostly negative

On-line brand are perceived as invasive; this is drivenespecially by banners.

This is due to the fact that Internet is experienced as a social andpersonal space, more than a commercial space. Wheretraditional media are accepted as commercial spaces, there is

more sense of personal ownership with the internet. Itsparticularly true in Spain where people assume that Internet isowned by people and brands should remain outside.

Hence the right strategy for gum brand is: Propose not impose: let the consumer chose to be involved.

Offer interaction: use current relationship with the media.

Chose the right time and place: browsing to make a purchase or checkingmails of face book account.

Push the creative boundaries: engage and interest. Use motivation torelay. Edginess expected.

Use the social dimension: for some only: Teens and 18-24 years.

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On-line strategies for gum brands

The light-hearted nature of the category does play inits favor when operating on Internet.

Hence a light-hearted and humorous hook is the mostobvious.

A strong link to the gum brand needs to be made:indeed with on-line humorous campaigns, risk ofbrand lack of attribution is important.

And before being on-line strategies, campaigns shouldbe relevant brand strategies.

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2 case examples of successful on-line brandactivities in the gum category

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Some Swedish teens hadactually entered the competition Had learnt about it on Facebook

Had been reassured by the fact othertends had been doing it before them

Motivated by the desire to create theirown mix and sense of importance

Prize money a driver

A game where the winnerwins SEK 100 000.

You need to create your ownchewing gum mix andcomplete the game

Lkerol (SW)Caf Bajon (SP)

How a core functional message of stainsremoval can be turned into an engaging on-line campaign In tune with the media

Money back not taken at face value, but addscredibility

Orbit promises to get rid of stains in 15

days, otherwise your money backCaf Bajon goes around spoiling the goodmoments in life (viral ad)

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