McCann Worldgroup 1
BISQUICK
April 18, 2013
CREATIVE REVIEW
McCann Worldgroup 2
F14 CREATIVE REVIEWBROAD OBJECTIVES
What are trying to accomplish?Drive penetration among Millennial households
Spark relevance through the power of Bisquick’s simple
versatility
Create an organizing idea as a creative platform for all
Bisquick communications
McCann Worldgroup 3
F14 CREATIVE REVIEWOVERVIEW
The strategic context…Growth IdeaBisquick helps you create those wow moments!
BarriersSeen as an old fashioned brandLow awareness among Millennials of its versatility
Communication Takeaway“Bisquick gives me simple ways to WOW my family beyond just pancakes.”
McCann Worldgroup 4
F14 CREATIVE REVIEWOVERVIEW
What you will see today…Purpose-driven, consumer centric organizing ideas
Themes vs. a taglines, logos or end treatments
No “lead touch point” - different touch points bring the
theme to life in different ways
Design infused concepts, not matchy-matchy
4/1/2013
Bisquick helps you creates those Wow Moments!
Bisquick
06/01/13
Give More Power to Wow
Business Objective: Introduce a new target (Millennials) to the power and versatility of Bisquick to drive penetration growth.
Communication Takeaway: “Bisquick gives me simple ways to WOW my family beyond just pancakes.”
The modernized yellow box
Pancakes and more
Recipe Heritage
Family favorites since 1945
Bisquick Website
Real “doable’ food (achievable, easy recipes, on-hand ingredients)
Wow-worthy (family favorites, fun, exciting, personal)
Reliably delicious (consistent, crave worthy)
Wow-maker’s Sidekick
Clever, Supportive, Delightful
“My kids are my world. When I see joy on their faces, I know I’m doing a good job as a mom.”
• When planning weeknight meals• When planning for weekend breakfasts• Holiday/Long weekends (pancake consumption spikes)
Simple ways to WOW my family
TBD
Enthusiastic Novice: A Millennial mom who is motivated to create a sense of home and build traditions for her family that will generate moments to remember. She embraces the chaos of raising kids, placing great emphasis on having fun and finding ways to inject creativity into the every day. She sees food as a way to connect with her family, but when it comes to cooking, she is still building her confidence in the kitchen. She is very enthusiastic to learn because nothing makes her happier than seeing the delight on her kids’ faces when she truly wows them. She thrives on the recognition and validation.
Seen as an old-fashioned brand; Low awareness of its versatility
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