Launching Better Brands for Tougher Times Jos McNulty

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Launching Better Brands for Tougher Times Jos McNulty . The Oreo Launch Story. 3 Learnings for today Global is good Thinking big is better Insight beats research. Just in case you missed it. Three basic fundamentals…. Instantly recognisable flavour, colour & embossing. - PowerPoint PPT Presentation

Transcript of Launching Better Brands for Tougher Times Jos McNulty

  • The Oreo Launch Story3 Learnings for todayGlobal is goodThinking big is betterInsight beats research

    #XXXXX - Senackerib - Biscuit TH 7-27-05

  • Three basic fundamentalsJust in case you missed it...Moments of childlike delight & family togethernessUnique RitualInstantly recognisableflavour, colour & embossing*Source: Euromonitor 2007

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  • TVC Father / Son - US

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  • Oreo is a globally consistent brand

    A consistent global positioning and execution

    Based on a universal insight

    Strong local empathy in more than 30 different markets

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  • Son/Father China

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  • Son/Father Greece

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  • Son/Father Netherlands

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  • A vast portfolio...Part of US portfolio

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  • Plenty of examples for inspiration.. I

    Student Programmes

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    *

    So how did we launch it in the UK?

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  • Oreo was not 100% New to UkBackground - 2007 Oreo a 1M brand in UK via a distributorNothing new to the tradeLow consumer awareness 0% unaided,
  • Launching Better Brands for tougher times3 Learnings for todayGlobal is goodThinking big is betterInsight beats research

    #XXXXX - Senackerib - Biscuit TH 7-27-05

  • Best of Global? Global case studies Fast-track development Speed to market

    NOT a way to save TV production

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  • Best of Global? Best of Local The Local UK Consumer Puts her biscuits in a Biscuit Barrel Rejects perfect family imagery Likes dunking, but in tea not milk

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  • Boy/Dog US best performing Oreo ad in research But too American for UK Audience And legal issues with script

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  • Boy/Dog UK

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  • Successful UK advertisingBut this success is in line with Oreo around the worldOther CountriesNormUK

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  • Simple Twist, Lick,Dunk Communication48 Sheet Panels

    Bus T Sides

    6 Sheet Panels

    Gave the UK the language to talk about Oreo.

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  • Devon AprilAnd Britain is Talking About OreoThe Grocer 15/03/08Daily Mirror 06/05/08Daily Mail 26/06/08

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  • Launching Better Brands for tougher times3 Learnings for todayGlobal is goodThinking big is betterInsight beats research

    #XXXXX - Senackerib - Biscuit TH 7-27-05

  • Thinking Big If you dont, they wont The UK Local TradeHad seen Oreo presented several times beforeWe needed to convince them we mean business

    Give you 12 weeks to succeed or fail for NPDSo we had to invest in store to ensure success

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  • Oreo 165g

    Oreo 176g

    Mini Oreo 115g

    Oreo 66gBiscuit barrel favourite

    Lunchbox companion

    Snacking & sharing

    On the GoThinking Big - Multiple Formats key to SuccessKids TreatsLunchbox / Choc bisc barsEveryday TreatsCon/ AFH

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  • Thinking Big - 5 * Integrated retailer supportJoint sampling with CravendalePictorial shelf barkerOnline shopping branding6 million door drop leafletGondola end with ShipperSecurity covers & trolley media

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  • Trial - Benchmarked vs Total Grocery AverageTotal Oreo (inc Mini)Source: Homescanmarket=Total SweetThe Results? Trial outperforms benchmarks

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  • Launching Better Brands for tougher times3 Learnings for todayGlobal is goodThinking big is betterInsight beats research

    #XXXXX - Senackerib - Biscuit TH 7-27-05

  • Insight is better than research Initial research said No Go

    Consumers often respond very literally

    The Oreo insight is universal and powerful

    And in this case, has been proven

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  • This is how consumers respond to a great brandOreo Rap

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