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ROMANIAPepsi
2014New Occasion Packs launching campaign
21th May , Bucharest
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COLAS CATEGORY/ SWITCHERS DYAGNOSE
PEPSI MARKETING CHALLENGE
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•Romania has a leading per capita consumption on CSDs and Colas across Eastern Europe Region, reaching an 80% of LRBexW consumption. Also average Romanian consumer drinks highest PC volume of Pepsi TM within EER.
•Pepsi has a very strong local relevance, having been considered social currency in the past. First cola category product to enter the Romanian boarders. Still high dependency on 2 packs : 0,5L and 2.5L.
•75% of the market is represented by switchers and repertoires, loyalty to brands being very low.
•The category prices are higher than in most countries and pressured by low affordability.
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ROMANIA – Unique Opportunity for Pepsi to capture share from Switchers (80% of heavy cola users)
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KEY MESSAGE
WHO
WHY
MORE for ME along the DAY
1,25L 1,75L 2,25L 2 x 2,25L 2,75L
ME
TO FEEL ALIVE
MORE for ME & YOU
US
TO FEEL INLOVE
MORE TASTY MOMENTS AT
HOMEWE
TO BELONG
MORE FRIENDS
WE
TO HAVE FUN
My time out
1L
Couples Time
1.5L Couples Time/ Family Time
Lunch& Dinner
2.5L AS IS
2L / 2x2L
Competition
OCCASION MARKETING PLATFORM 2014Reset and launch New PEPSI Pack Line-up as CONCEPTUALIZED RANGE New Pepsi + 250 ML extra on pack specific communication
New PEP
SHOPPER DTS, ON THE GO
OT & DTS, MED
SHOPPER2,25L – DTS Med
Shopper, 2x2,25L OT Med Shopper
DTS, HEAVY SHOPPER
TO BE
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DISRUPTIVE ENGAGEMENT
TARGETING KEY TOUCHPOINTS
One Campaign – Umbrella execution
(12 months tracking)
Brand EquityTide in
LFN Positioning
Full Range
Availability
Packs
Signature(Unified
Look & Feel)
(Perceived)
Price
ParityOT
TailormadesAccount Specific
Expand
Warm Shelf
Differentiate in Coolers
Instore
DisruptivePOSM
360CommsONE PLATFORM/ KEY OCASSIONS
2014 New PEPSI Pack Line-up RIGHT ActivationMust Haves – The 10 Commandments for Success
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3
4
56
7
8
9
10
+250 ml M RE. N W!
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INTEGRATED COMMS BRIEF
360 execution
1. WHY:
CHALLENGE: CHANGE THE STANDARD IN THE COLA CATEGORY.
PREMISES: •Current Pepsi SKUs don’t cover all the opportunities in terms of demand moments across a day.•The need for a stronger “Value for me” in order to differentiate.•The opportunity to support the LIVE FOR NOW statement, a desire for MORE of everything right NOW, both in terms of brand & package.
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BIG IDEAWith the new Pepsi +250ml variety, I am ON PLUS (in advantage) in my everyday key moments…
Because I am part of my Gang…The Pepsi Gang!
.
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CREATIVE CONCEPT
Headline : Acum sunt pe plus.
Semnatura campaniei:Cu noile sticle + 250ml.
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KVs
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Why
Who
Mai mult pentru
amandoiNOI DOI
Mai mult pentru
petrecereNOI
KVs addressing distinctive demand spaces throughout the day
1,25L ME MOMENT
EBT:NOW I HAVE A PLUS.The new bottles +250ML
1,75LUS MOMENT
EBT:NOW I HAVE A PLUS.The new bottles +250ML
2,25LFAMILY MOMENT
EBT:NOW I HAVE A PLUS.The new bottles +250ML
2,75LPARTY MOMENT
EBT:NOW I HAVE A PLUS.The new bottles +250ML
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TVCs
4x 30” TVCs
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2x Finished Films test
Communication ResponseBranded EngagementWill the ad
connect with the consumer and leave a branded
impression?
Does the ad effect brand associations in the right
way?
Do the brand associations make it more desirable at key decision moments?
Method
• Quantitative • Link measurement + facial coding• N=150• Media target
Key Msg A
Key Msg A
Copy Testing Dashboard
100%
83%
50%
33%
17%
0%
67%
100
83
50
33
17
0
67
COMMUNICATION
RESPONSE
BRANDED CUT-THROUGH
TOTALSPONTANEOUS
AIDED
Average
Weak Strong
Average
Weak Strong
Average
Weak Strong
83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores.
OVERALL ASSESSMENT
IDEAL
NOTE: STSL is a raw percentage, Average percentile
SAMPLE DEFINITION: N =
OBJECTIVE:
COMMUNICATION OBJECTIVE:KEY MSG A:
COMMUNICATIONSHORT TERMSALES LIKELIHOOD
KEY FINDINGS
Awareness IndexBranding
Enjoyment
Engagement
Adjusted Persuasion
New News
Relevance
Credibility
Differentiation
Appeal
Percentile
77
72
75Norm: 55%
Very Strong
Pepsi - Romania2.25 Friends GatheringFinished film
February, 2014
ESTABLISHED/ LARGEBRAND
150
Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context
With the new Pepsi SKU's with extra 250 ml, now I am on +
Percentile
95945970
Strong
Percentile
30
85
53
55
46
33
Weak• The overall assessment of Friends gathering lays into the ideal scenario: both
short term sales likelihood and communication are strong.
• The high potential to cut through comes from the ad’s ability to involve consumers into the story of the ad, while at the same time associating the communication to Pepsi.
• The main message is well conveyed and drinkers see a plus in the extra quantity offer.
• Given the overall evaluation of the ad, the recommendation is “Progress to air”
Strong
85%
Key Msg A
Key Msg A
Copy Testing Dashboard
100%
83%
50%
33%
17%
0%
67%
100
83
50
33
17
0
67
COMMUNICATION
RESPONSE
BRANDED CUT-THROUGH
TOTALSPONTANEOUS
AIDED
Average
Weak Strong
Average
Weak Strong
Average
Weak Strong
83+0-16 17-32 33-49 67-8250-66CUT THROUGH, COMMUNICATION & RESPONSE: PERCENTILES VERSUS COUNTRY DATABASE NOTE: US percentiles are based on top box measures. All other countries are mean scores.
OVERALL ASSESSMENT
IDEAL
NOTE: STSL is a raw percentage, Average percentile
SAMPLE DEFINITION: N =
OBJECTIVE:
COMMUNICATION OBJECTIVE:KEY MSG A:
COMMUNICATIONSHORT TERMSALES LIKELIHOOD
KEY FINDINGS
Awareness IndexBranding
Enjoyment
Engagement
Adjusted Persuasion
New News
Relevance
Credibility
Differentiation
Appeal
Percentile
62
38
50Norm: 55%
Above Average
Pepsi - Romania2.75 PartyFinished film
February, 2014
ESTABLISHED/ LARGEBRAND
150
Win on Colas category by succeeding a smooth conversion of the switchers segment in a declining market and an insecure economical context
With the new Pepsi SKU's with extra 250 ml, now I am on +
StrongPercentile
92
75
80
85
Average
Percentile
30
92
58
49
45
28
Weak
82%
• The ad “Party” has a good potential to generate short term sales. This comes mainly from the ad’s high potential to generate branded memorability. Consumers like seeing the ad, get involved emotionally and moreover remember that it is for Pepsi.
• The message “With the new Pepsi SKU's with extra 250 ml, now I am on +” is delivered averagely. The good news is that consumers mention spontaneously the extra quantity to a high extent. Remembering the extra 250 ml is visible by the high perception of novelty too.
• Considering the overall evaluation of this ad, the recommendation is “Progress to air”
Extend the reach of the commercials by using Shazam as a “second screen” companion
Using Shazam Technology on all 4 TV commercials we give our young target the opportunity to listen and download on their mobiles the full version of the TV soundtrack “Esti pe plus” composed by Marius Moga - the famous Romanian
producer.
1st Shazam media integrated project for TV in Romania!
Online campaign to maximize the TV campaign for young target
Youtube views 1.75L – 531.474. It was the main focus TVC as it was launched in the second wave with the online media campaign.
Shazam tags – 2097 .Mixed Media plan to maximize Pepsi PE
+ TVCs reach within high affinitive touchpoints with the Shazam project and Youtube.
+
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OOH / Transit
KV 1,25 L
KV 1,75 – v2
FULL RANGE LANDSCAPE
RANGE PORTRAIT
Execution
Tranzit Deco – Sides
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Packs
PEPSI PE + 2014 Range
1,25l
1,75l
PEPSI PE + 2014 Range
2,25L2x2,25L
PEPSI PE + 2014 Range
2,75l
PEPSI PE + 2014 Range
ROMANIA – New PEPSI 2014 Upgraded Line-up
0,5l 1,25l
1,75l
2,5l 0,5l 1,25l
1,75l
2,25l
2,75l
CAROLINE LOOK NEW GLOBAL DESIGN
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In Store
2,75 “pe+” Full Range POSTERS
Poster New Pack Line 50x70
ShelfTalkerPoleSign StopperWobbler Ghid de Executie New Pack Line
(Brosura) Calendar Embosat
Poster New Pack Line 70x100
Poster Pepsi 2.75L 50x70
POSM Pepsi New Pack Line TT
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Insula Stand cartonStand carton +Header DubluStand carton +Header Simplu
Temporary Tools TT
Coltar
Stopper
Wobbler
Calendar Embosat
PoleSign
Linner HP
Linner FP
Linner QP
Linner Client
POSM Pepsi New Pack Line OT
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Insula Stand cartonStand carton +Header Simplu
Temporary Tools OT
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Campaign MEDIA PLAN
PEPSI +250 ml Marketing Plan Q1/Q2 2014
JANUARY ‘14
FEBRUARY ’14
MARCH ‘14
APRIL’14
DECLARE1
ENGAGE
TV
OOHTRANSIT
ON LINE
PRIN STORE
ACTIVATIONPOSM
PLACEMENTS
OUT STORE
2 POSMs/ DTS new guidline execution
DTS/OT new pack line placements
Hypermarkets activation (1.25l, 1.75L, 2x2.25L) /
POSM’s
OT - Easter special price
POSM’s (2x2.25L)
PR
Soft transition
to new packs (DTS)
10th Jan
Radio
TVC 3200 GRPs 30” / Build fast reach in the first 2 weeks/Use customize TV planning for
each TVC
Viral videos
TRANSIT: Top 5 CITIES
OOH High Traffic location Top 10 CITIES – backlit campaign
Winning in all brand KPIS vs 2013 ( Brand I love + 3 pp, Daily Ritual : +2 pp)
FY 2013 Mar- April 2014
CONSUMPTION P4W Usage 40 41
Outcome EquitiesLove Brand I love 22 25
Daily Ritual Is good for everyday 15 17
Primary DriversSocial Lubricant
Is a drink that I have when I’m out with my friends 29 31
Food Accompaniment Are drinks that go well with food 27 28Worth/ Value Is worth what you pay for it 35 36
Lynchpin EquityGreat Taste Taste better than other brands 27 28
Refreshment Offers ultimate refreshment 19 20
AWARENESS KPI'sTOM 21 23
Spontaneous Awareness 78 84Any Media Awareness 62 62
Pepsi sale out on upward trend P3M, showing early potential for “pe+250ml”
Appeal to end consumers