Naturally Square - PP1 Presentation
-
Upload
mellymonka -
Category
Technology
-
view
240 -
download
0
Transcript of Naturally Square - PP1 Presentation
Naturally Square is a water bottle company.
They decide to enter the digital world by creating a social media presence and overhauling their
slogan, logo & water bottle design.
The premise
“On one hand, convergence represents an expanded opportunity
for media conglomerates, since content that succeeds in one sector can spread across other platforms.
On the other, convergence represents a risk since most of these media fear a fragmentation or erosion
of their markets.”
– H. Jenkins
Convergence represents risk
The End of the Transmedia Narrative
21stMay2012
· Naturally Square Apologises for “M isguided” Campaign
· Recalling New Flavours
· Returning to original logo and slogan
Naturally Square, a subsidiary of Wilson & Sons Brewing Pty Ltd, would like to
formally respond to the recent concerns over its social media strategy.
Naturally Square recognises that there was a misguided attempt to join existing social
media channels without having undergone significant research in the predevelopment
phase. Naturally Square, in its attempt to appeal to a younger demograp hic,
misjudged the demand for change and sincerely apologise to their exisiting clientele
and stakeholders for there legitimate concerns over the past month. I t has been a
difficult time at Naturally Square, as the criticism has taken an emotional toll on the
employees at the Head Office in M elbourne, Australia.
Naturally Square have decided to rollback their plans in the area of social media to
focus on brand rebuilding and reestablishing trust between themselves and their
existing clientele.
As a result of this decision, Naturally Square’s Facebook, Twitter and YouTube
accounts will be deleted, along with the “New Flavor” Campaign. Naturally Square
will recall the new flavors from supermarkets and grocery stores and continue to sell
the iconic original Naturally Square water.
Additionally, the original logo and slogan, “There M ust Be Something in the Water”
will be phased back into marketing material and water bottle labels.
Naturally Square has been extremely humbled by the criticism over the past mo nth,
and look forward to quenching Australia’s thirst once again.
CONTACTS
Investors and Analysts
Carl Perskons
Group Chief Financial Officer
Tel: 02 9650 1219
Official Press Release
M edia
Sue Jessup
Head of Corporate Communications
Tel: 02 9652 1012
Naturally Square Head Office Level 2, Building 9, Bowen Lane Melbourne, Australia
• Naturally Square
Apologises for
“Misguided”
Campaign
• Recalls New Flavors
• Returns to original
logo and slogan