Post on 15-Aug-2015
transcript
Advertising Agency
Daniel RodriguezGeorge Giannoulis
Irina RybiniaNatalia Garcia
Lucrezia SquillanteCynthia Wainaina
COMPANY OVERVIEW
Born1978
UK1994
Unilever2000
Here at Ben & Jerry’s, we spend our days and nights finding foods from around the world, mixing, blending, chopping, whipping, and tasting them until we come up with unique, unmatched food euphoria.
290 300295
UK SCOOP SHOPS
PRODUCT
More than 40 Flavours
More than 37 years ago, two men had an idea about using their creativity to create unique and fun ice cream flavours that would not only spark customers’ taste buds, but that would bring them back and keep them guessing and waiting for the new creation.
AUDIENCE
WHAT THEY HEAR
WHAT THEY THINK & FEEL
WHAT THEY SEE
WHAT THEY SAY & DO
@DoctorChristian@SoVeryBritish
Individually sound people
I like to try new brands
MARKET TRENDSICE CREAM SALES GROWTH BY CATEGORY
2010
Frozen Yogurt
Impulse IC Ice Cream
Take Home IC
Retail Artinsan IC
10%
2%
2011
9%
4%
6%
4%
3%
3%
3%
2014
3%
10%
2%
3%1%
2013
4%
10%
3%
1%1%
2012
16%
7%
4%
3%1%
2%
132
VANILLA
CHOCOLATE
STRAWBERRY
MESSAGEBen and Jerry’s is a premium ice-cream brand that is associated with pleasure and enjoyment in every situation. The flavours cater to all individual tastes and lifestyles.
“Don’t make the decision based on the weather, you can enjoy Ben & Jerry’s whenever.”
OBJECTIVESGENERAL OBJECTIVE
To maintain consumption of Ben & Jerry’s at a steady rate all year around and raise awareness of Ben & Jerry’s, keeping the brand at the top of consumers’ choice set.
SPECIFIC OBJECTIVES
Associate of ice cream consumption with
‘moments’.
Associate flavours with personality
and lifestyle traits.
Generate loyalty towards the brand
12% increase in consumption
4% increase of loyal customers
33% Increase of web traffic
WHAT IS YOUR MOMENT?#B&JMoment
Benjerryuk@benandjerryUK
WALK IT OFF
MY BIRTHDAY
IN LOVE
EASING JUST STARTING
CUDDLING
EASING BACK TO WORKDURING NEW YEAR’S EVE UPGENTLY
INTO SEMI
RSNA
THE DAYIN WITH OR WITHOUT FRIENDS...
COUPLESTO SHARE
FOR A MIDNIGHT
TREAT
The press ad will be:- Printed in 30 magazines - Published in 5 newspapers
PRESS
BILLBOARDS
4 locations Posters replaced after 6 weeks - Near hyper and supermarkets- On highways- In the most populated areas (working, living).
BILLBOARD
Don’t make the decision based on the weather, you can enjoy Ben & Jerry’s whenever. #B&JMoment
SOCIALMEDIA
1. QR Codes in the tubs2. Social media registration and twitting. #B&JMoment3. Promotion4. Weekly winners5. Final winners:
In-store navigation directing shoppers through “in-store activation point”1. With constant flow of social media.2. Partnership with 30 major hypermarket stores (Sainsbury’s and Tesco) around
IN-STOREIPADS
FRIDGE- Point of conection with consumers. - Increase sales. (15%)
RELAX AREA:- Customer attraction- Customer engagement.- Interact with the brand.
SAMPLES:- Reach 11.700 consumers.- Brand awarness.- Explanation of the on-line activity with promoters.
IN-STOREACTIVATION
Activation of 30 stores
COWMOBILE
3 months across the UK starting in March in Brighton.London- It will stop in 12 cities only during weekends.- 20 different flavours - 40 varieties of chunky bits
PERFECT MOVIE COMPANION
CINEMA
4 posters per location770 Cinemas in the UKFor a total of 3080 impresions
TV
PRESS
BILLBOARDS
SOCIAL MEDIA
IN-STORE IPADS
IN-STORE ACTIVATION
COWMOBILE
POSTERS
Core of the advertising campaign, Introduction of concept
Core of the advertising campaign, Introduction of concept
Will run through the entire campaign, placed near hypermarkets and highways
Will run through the entire campaign, announcing weekly winners
Will run through the entire campaign, displayed only in cinemas
Shopping carts will be placed in all partner stores, entire campaign
Will run every month in 10 different hypermarkets
MARCH APRIL MAY
2’303,500
5’000,040
319,200
20,000
85,500
310,000
85,000
12,320
TOTAL10,000 Fee 8%OTHER COSTS 8’578,155
Each weekend promoting in a different city