http://www.youtube.com/watch?v=DNT7uZf7lew

INTRODUCING

VEGEMITE

Situation

Vegemite is more popular in the world than peanut butter.

Americans have never tried it.

Kraft Foods owns Vegemite.

Kraft Foods loves making money

Kraft Foods wants you to figure out how to make Vegemite a HUGE hit in America

Vegemite history Invented 1922 by Dr. Cyril Callister. He had the task of developing a spread from

the used yeast being dumped by breweries.

Vegemite is one of the world’s richest known sources of B vitamins thiamine, riboflavin, niacin and folic acid.

Sales took off in 1939 when Vegemite was officially endorsed by the British Medical Asssociation as a rich source of B vitamins.

Rationed in Australia during World War II it was included in Australian Army rations and by the late 1940s was used in nine out of ten Australian homes.

Vegemite is produced by Kraft Foods in Melbourne.

Over 22 million jars per year.

The billionth jar of Vegemite was produced in October 2008

They actually really do like it…

http://www.youtube.com/watch?v=BSiMI5xmR84

Some Advertising History

http://www.youtube.com/watch?v=0yA98MujNeM

We're happy little VegemitesAs bright as bright can be.We all enjoy our VegemiteFor breakfast, lunch and tea.Our Mummies say we're growing strongerEvery single weekBecause we LOVE our Vegemite.We all ADORE our Vegemite.IT PUTS A ROSE IN EVERY CHEEK!We're growing stronger every week!

More Advertising History

http://www.youtube.com/watch?v=y6GCmpxo1JM

http://www.youtube.com/watch?v=GoRcU0Ul7tU

WHAT IS THE PRIMARY PROBLEM YOU MUST SOLVE FOR VEGEMITE

TO BE SUCCESSFUL?

WHAT IS THE COMPETITION?

What is a “Blue Ocean Strategy?”

Name everything good about Vegemite

What do Americans think about Australia?

Name everything negative Vegemite

How might Americans use Vegemite?

Why do you think Australians LOVE Vegemite?

What do you advise Vegemite to do to become successful?

Product

What do you advise Vegemite to do to become successful?

Price

What do you advise Vegemite to do to become successful?

Place

What do you advise Vegemite to do to become successful?

Promotion

Write a positioning statement for

Vegemite

What’s the BIG IDEA for Vegemite?

Let’s write the creative brief

What do we want the advertising to do?  Who is our target?   What do they currently think?  What would we like them to think? What is the single most compelling promise we can make them?  How do we make it believable?  Is there anything else worth considering that may get to great creative

work?

 Are there any executional mandatories?