Daria Sunum - Tipeez Blog

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Senior Bra
ndDaria Dem Manager Cheetos
shina-Teb
ar
Agenda
1) Cheetos – Brand Overview,
2) On-line as a basic media to support new brand
communication campaign
-Brand integration in Social media –how to bring excitement to
the world of tweens
3) New promo digital-based model
4) Main results and learnings
Cheetos – brand №2 on Russian Salty snack
market, and also №2 in Europe
Cheetos occupies 2nd place on
SOM on Salty Snack market
Russia – market #2 in Europe
SOM, vol, Salty Snacks, %
Sales Volume, tns
Lay's
Spain
Cheetos
№2
Russia
Estrella
Poland
RK
MK
Greece
Estrella
Poland
Pringles
Portugal
Источник: ACNielsen, YTD – May 2010
Источник: Внутренние продажи, 2010
№2
Yet Cheetos sales has been decreasing…
Main Reason for Sales decline
Communication
Promotion
Focus on Licences
(Shrek, Маdagascar)
Focus on younger kids
Childish brand image
No innovation
mechanic (insertbased not digital)
Character and
Chester behavior (lihthearted, not cool)
No cool prizes
Demographic gap
TА – 8-12 y.o, mln.
2009
Vs.08
6 437
-3%
Source: GKS
Vs.07
-5%
How
Howto
tosucceed
succeedwith
withtweens
tweensand
and teens?
teens?
WHO ARE TWEENS AND HOW DO THEY LIVE?
Finding
lves
themse r
i
and the lity
ua
individ
Can’t miss
Disney Channel
or Nick
Ages 9-14
Follow all the latest
trends
Relate to
humor
Friends are the
center of their
universe
Health
conscious
Have one
foot in
childhood,
one foot in
adolescen
ce
Always
connected,
Gaming is a
a
is
g
in
Care about
never without
Social network
favorite
Base: Kids 8-12. Q42. Now please tell us how much
theSource: Disney Channels Worldwide
f life Tween Scene; Confidential and Proprietary. Not For Further Distribution.
way oResearch;
their
mobile
you agree or if you disagree with the feelings below. Do you agree a pastime
lot, agree a little, or disagree? (Percent agree
a lot shown)
environment
phones
The Hyper Connected youths
Television
Magazines/
Comics
Today’s tweens are like no generation before
them. As a demographic group, they move
and live in an environment where they are
more exposed to technology and
consumerism than any generation before
them. They’re literally born into the digital
world. They are connected to and interact with
the world across multiple platforms daily.
Radio/iPod/Mp3
Gaming
Source: Initials 2010
Internet via
PC/Laptops
Mobile
Tweens are Multitaskers and exposed to a 4Screen World
Tweens interact with the world like no other group and are exposed
to marketing messages across multiple screens
Television
Mass Appeal
Passive
Engagement
Cinema
Mass Appeal + Social
Connectivity
Passive Engagement
Internet
Social
Connectivity
Active
Engagement
Mobile
Social
Connectivity
Personal/Priva
te
Engagement
ENAGEMENT: Building deeper understanding about
target and exploring new promotional platforms
Opportunity to link promo Concept/mechanics with tween motivation
10 Truths about Tweens
1. Continually connected
2. Speak their own language
3. Skeptical of authority
4. Influenced by peers
5. Seek recognition and fame
6. Enjoy absurdity and odd humor
7. Embrace a variety of subcultures
8. Skim text and information quickly
9. Easily bored
10. Expressive & digitally creative
Source: Initials 2010
ENGAGEMENT: Engaging tweens beyond TV &
Digital
Opportunity to mirror A&M spend with consumer lifestyle & life stage
Tween behavior
A&M behavior
TV
Digital Communication
Digital Sharing
On-ground
Peer to Peer (Social)
In-store
OMD 2010
360° Re-launch plan, based on new brand-platform
New RE-launch Campaign
New positioning:
From FUN to EXPRESS YOURSELF
Broader TA:
From KIDS (8-12) to KIDS and TWEENS (8-14)
Aspirational Brand
New Communication
“Reveal your talent”
• Relevant celebrity
• Image building
New Promo Model
• Strengthening
image
• Non insert
• Aspirational prizes
Digital activation
• www.Tvidi.ru
• Social networks
• Banners
• Viral videos
Re-launch campaign details
Change of brand-platform
Old
New
Brand Character
Emotional
benefits
Funct ben
Make a
statement
Inspires
Imaginati
on
Different,
expressive
fun, with POV
Adventure,
Naughty fun
Multi sensory &
naughty experience
Great tasting and
fun to eat
Fun shapes, puffy yet crunchy, lots,
colorful
•More cool and adult
•In trendy outfit with musical stuff
A fun choice that reflects
the new, older you
Unusual looking and
shaped great tasting
snack, a big mouth experience
intense flavors and colors,
unusually shaped
Communication:
Communication:
Promo dependant
Image driving
New logo and new pack
Cool, stylish, bright
More appetising
New Chester Image:
Improved product
Improved base, shape and flavor
New funny and aspirational Copy with Russian
Celebrity
Relevant and popular celebrity
New Communication Platform
EA
V
E
R
O
LY
UR
NT
E
L
TA
New Copy
30” и 20” Copies
How to use Psychology of Kids…to build
effective digital campaing
Four underlying factors that motivate kids’ attention & interest
Pleasure
& Fun
A&M
behavior
Power &
Control
Social
Acceptance
Personal Development &
Self Confidence
OMD 2010
Based on the insights,
all ideas should relate
to the following territories
Cheetos Digital: User mindset– discover…anything
fun can happen!!
Somewhere I can
hang with my
friends after
school
I can test my
skills as a savvy
gamer
I can make my
friends laugh
I can win
prizes
I can be creative
and view the
creativity of others
Digital activations
Otmocheetos in Cheetos style!
Viral pictires
Virtual games
Vkontakte
WEB site www.tvidi.ru
Viral videos
Interation in social
networks Vkontakte
TV
on TVIDI.RU:
Cheetos Cheetos
WORLD:
Key experiences and applications
Cheetos created a trusted destination for tween girls filled with great
content, tools and partnerships with TVIDI site
Tvidi – 950 000 users.
Chester pages: visits – 305 000, friends – 13500, comments - 12800.
to
al
tu
Vir
ty
ali
Re
Promotion/Chats
Games
Comics
New Equity based promo model
From: Insert Driven
TO: Brand Equity Driven
H
O
U
IT
EQ
TY
LICENSE
UNIQUE
CONCEPT
ENGAGEMENT
UNIQUE
CONCEPT
FU
N
GAME
HOOK
O
K
AC
C
ES
S
EC
TA
BIL
ITY
I LI
AB
AY
PL
CO
LL
BRAND IDEA
Y
ITEM
MECHANIC
PRIZE
Unique platform – music mixer on
www.otmocheetos.ru
Promo support – TV and non-TV interartion
TV COPY - 4 weeks
VIRAL PICTURES
BANNER CAMPAIGN
VIRAL COPY
Viral pictures
Results Brand Impact is very positive
OVERALL BRAND IMPACT
2008
1.
2.
2009
Joyful / lively / sociable / open / mobile / fun
Curious, bright, Childish, noisy, restless / overactive / extreme / naughty
‘Freaky’ / creasy / fussy
Like a small kid
Extreme sport
3.
4.
5.
1.
2.
3.
4.
5.
Trendy / modern / stylish
Cool
Youthful
Joyful, sociable, attractive
Interests: modern music, clubs, parties, sports
LACK OF ASPIRATIONAL COOLNESS, ADULTNESS
COOL ASPIRATIONAL IMAGE
Source: Brand Architecture, Atelier. Nov-Dec’2009. Consumers aged 8-14 y.o.
BRAND KPIs
CHEETOS ON COOLNESS MAP
CHILDISH
PWP
FPLM
+18 pt
+22 pt
Jul'09
+6 pt
43
38
20
CLASSIC
COOLNESS
34
40
Nov'09
Source: Consumer Regard
Jul'09
Nov'09
Jul'09
Nov'09
BROADER AUDIENCE – YOUNGER AND OLDER
KIDS
AGELESS
SPARK
COOLNESS
BROADER AUDIENCE – YOUNGER AND OLDER
KIDS
2009
21
Сonsumer Regard, Май 09 vs.
Дек o9 -8-14 лет
2008
Great Taste
ADULT
Source: Brand Architecture, Atelier. Nov-Dec’2009. Consumers aged 8-14 y.o.
Main learnings from such promotions
Balance digital and in-pack
promotion
Mechanic, allowing kids to be
decision makers
Simplicity of mechanic
Keep utilize relevent topics
Garanteed prizes
Link with purchase
Promo increases Volume sales, SOM and consumer
demand on Cheetos
SALES VOLUME, tn
Rotation increase, kg
18%
18%
2010
++ 74%
74%
Aug
Jan
H1
H2
8 weeks
670 000 visits
SOM increase, vol
+0,9pp
+0,9pp
vs.
vs. Aug
Aug
Jan
Aug
Nov
4 times
more
3 times
more
Nov