anhaar oz
DESCRIPTION
Pitch Presentation for Packaged Milk, Pakistan.TRANSCRIPT
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Creative Partner Pitch Presentation110512
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To re-launch Anhaar Milk and create awareness
to the target audience in such a way which will
give an image that Anhaar Milk provides FRESH
Milk and also the benefits associated with it that
is 100% pure without any human touch.
The Brief
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Target Audience
Upper and Upper-middle segments of the society.
Primarily SEC A, A- and B+
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What do we know about the TA?
The Target Audience is generally health
conscious and prefers to choose the purest
form of intake possible.
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The Core Brand Insight
Fresh and Purest Milk bottled at farms
and brought to you as nature wants you
to have it.
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What should the campaign say?
Only Anhaar brings to you the purest
milk as nature wants you to have it.
Without any additives and
preservatives, Anhaar Milk is a
corporate natural nutrition for the whole
family to stay fit and healthy.
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Why should the they believe it?
Because each bottle of Anhaar
Milk is brought to you straight
from our farms with all natural
nutritional values. From the cow to
the home under one vertically
integrated state-of-the-art system.
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What should the desired tone, manner and execution of the campaign be?
✓ Informative
✓ Fresh
✓ Natural
✓ Fit healthy
✓ Family oriented
✓ Fun
✓ Niche
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Consumption
• Milk is used for drinking just the way it is, as a tea
whitener and for making desserts.
• Milk is consumed at least twice a day.
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Current UsageNestle Milk Pak (36%),
Everyday (33%)
Olper's (29%) are top three brands
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Existing Brand Position
“A Taste of Heaven”
Anhaar Milk is a premium brand positioned
at top tiers of society for people who want to
stay fit and healthy with natural ingredients
of milk and enjoy the natural taste of purity.
Anhaar is currently available in Lahore, but
soon it will be available in all major urban
cities.
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Desired Brand Perception
Only Anhaar Milk is the purest milk.
It is a complete natural nutrition for the
whole family to stay fit and healthy. It is
100% pure without any additives and human
touch.
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The Challenge
Leave a mark in the market
•A market that is already defined by
established giants
•A market with lots of cultural
tension
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TextSolution
Get our advertising noticed by breaking
the norms, by being different & innovative.
By establishing that Anhaar milk is not just
there to sell its product, but it’s there for
people to enjoy the healthier moments &
the finer things in life.
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Why?
What is different about us?
And how do we establish that in our consumers mind?
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Our Best Self
• We believe that our product is
uncompromising on quality and delivers
only the best.
• We believe our worth is earned by
delivering only the most fresh milk without
any preservatives and additives in a user
friendly pack unlike any other in the
category.
• “We offer the best to derive the best from
within the consumer”
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Manifesto
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YOU ARE...
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You are... how you’ve been brought up....
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...how you’ve been in your past
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what you do in the present....
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and how you see yourself in the
future...
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You are...
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....what you can take
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and what you can give...
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You are how you live
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...what you do
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and what you say
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You are what you eat...
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how you think...
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...what you drink
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You are what you drinkYou are what you drink
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Mood Board
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Mood-boardPurity
Liberation
Healthy Lifestyle
You are what you drink
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RationaleYou are what you drinkMilk, like everything else nature provides, is pure.
It is supposed to be consumed that way.
And we at Anhaar firmly believe this. It is our credo:
We are:
Fresh
Natural
Family-oriented
Informative and
Fun
Our product ‘empowers’ the consumer to be who they
are, telling them that their best comes out when they
drink Anhaar.
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Rationale100% FARM FRESHMilk, like everything else nature provides, is pure.
It is supposed to be consumed that way.
And we at Anhaar firmly believe this. It is our credo:
We are:
Fresh
Natural
Family-oriented
Informative and
Fun
Our product is ‘100% FARM FRESH” and we seal it with
our guarantee. It is the freshest milk one can have for the
whole family.
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Story Board
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We see a family casually having breakfast as usual, talking to each other, enjoying the moment. The strange thing about this family is there is a ‘cow’ in the house, and the cow reacts to the family’s actions, like laughter or movement, but the family seems oblivious to the cow!
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Whether the family is at home or enjoying a picnic outdoors, the omnipresent cow is ALWAYS there with them whenever, wherever they interact with Anhaar
Milk. Even when purchasing Anhaar Milk from the super market or driving back home...the cow’s
presence is an analogy for 100% Farm Fresh
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Posters/Press
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Experiential branding
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Milk Shake Kiosk branding
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In Store branding
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Outdoor
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Thank youYou can visit us at:
251-A
Block 6
PECHS
Karachi
Pakistan
L: 021-34522123
F: 021-34522124
E:
Note: Showreel of previous work can be posted if
requested