5 campaign we feel good

insight

HELLO!We are team 1 :- Lê Vy- Nguyễn Thị Thơm- Đinh Thị Ánh Thuỳ- Võ Thanh Bình

1.Coca Cola

“Taste the feeling”

The strategy extends the equity and iconic appeal of the world’s No. 1 beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life. It also underscores the company’s commitment to choice, offering consumers whichever Coca-Cola suits their taste, lifestyle and diet – with or without calories, with or without caffeine.

Brand truth : Excited Inspiration / Open the happiness

Category truth:

Driver

Youngsters want to use the same thing with people they care about, especially drinks or food.

Barrier

Coca cola have many products that some of them event cannot be recognized belong to Coca cola. People have their own favorite drinks from coca cola, which result to the gap between them in one moment

Customer Truth : - Great taste - Refreshment

INSIGHT : People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola to be a simple pleasure that makes everyday moments more special

2.Fami

“Nhà là nơi”

With the objective of aligning the brand closer to consumers. From "House" is a familiar way to mention family and loved ones in the family.

Brand Truth : Attached to family values. Warm and Peaceful.

Category Truth : Fresh Soymilk. Nutrition.

Consumer Truth:All of family members. Not expensive. Sweet. Nutritive.

INSIGHT: "Gia đình là nơi mỗi người thuộc về, mang ý nghĩa đặc biệt trong lòng họ. Tuy để bày tỏ thành lời những suy nghĩ, cảm xúc về ý nghĩa đó thật khó khăn, nhưng đây vẫn là cách thể hiện thật nhất."

3.Nestlé

“Chọn bữa sáng với Nestlé, mỗi sáng Tươi”

Category

Nestle food

Brand truth: Nutritive Energetic Delicious

Consumer truth:All of family members Have a good breakfast Be with their family at every morning Do not need to think a lots about what mothers will prepare for the breakfast Spend time on other activities (jobs, babies,…)

Insight: Nestle breakfast- Why do we use it? Because breakfast is the very

important meal- Why is it important? Because it influences the family a

lots: energy, time together, time for other things,…- Why are these things important? Because people hope

their family have a better life Having a happy family

4. Colgate

Keeping Britain Smiling

Brand Truth: Reliable Family Oral protection

Category truth: The campaign encourages people to take pictures and share smiles to charity (share a smile for charity), with an outdoor event where each family, friends and those who go on the road will receive a package gift from Colgate and took a picture will then be uploaded and shown on a digital billboard big.

Also use Facebook as digital center of the campaign, all the photos were taken and uploaded to the Facebook page will be charged 10 Colgate smile, with a commentary on it will be charged 2 smile and a "Like" will change is one smile. When Colgate has collected enough a million smiles, it will be converted into 100,000 pounds to donate to the organization.

Barnardo's with the slogan "Believing in children" - was founded in 1867 and is now the charity for child's largest and most famous of England, Barnardo's believes that helping children smile will give them more confidence and that will help increase the likelihood that children achieve their potential selves, organizations working with 100,000 children and their families each year, made more than 400 community projects across the UK.

Through brand campaign wants to remind consumers is Colgate brand they trust, respect and love.

Customer truth:

5. Knorr

Có mẹ là có tết

Category: Delicious Easy to use Can be used for many dishes

Brand truth:“Ngon tu thit, ngot tu xuong”

Consumer Truth Mothers Good meals for their family Appropriation from their family members

Insight:- Why do they choose Knorr? Because they want to

prepare a good meal for their family- Why they have to? Because their family satisfaction

about meals makes them proud and happy- Why (proud and happy)? Because it means their love

and contribution are highly appropriated by other members of family.

Women today do not worry about cooking for their family but look forward to appropriation from their husbands and kids.

THANKS!