BRAND “X” COPY STRATEGY

To convince (customer/consumer) that Brand X offers the unique benefit of….

The social (or “end, end”) benefit special to Brand X will be presented as….

BRAND “X” YEAR 1 MEDIA STRATEGY

Strategy Launch

To achieve a high level of reach of target consumer audience during Months 1-6.

Ongoing Thereafter (Months 7-12) build frequency.

Execution Launch

TV and other high reach mass media (target 75% reach) Ongoing

Internet Display, Search, Streamed Event Sponsorship and Viral Promotions for frequency plus one month’s burst of TV per 6 month period to sustain reach

BRAND “X” YEAR 1 PROMOTION STRATEGY (Consumer)

Strategy Launch

To achieve a high level of trial (and awareness of advertising message) of target consumer audience during Months 1-6.

Ongoing Thereafter (Months 7-12) achieve ongoing retrial.

Execution Launch

Free sample distribution in Retail Stores (target 50% reach)

Ongoing Price Promotion from month six in major retailers

BRAND “X” YEAR 1 PROMOTION STRATEGY (Distribution)

Strategy Launch

To achieve a high level of retail distribution and (non price) featuring in supermarkets and specialist retailers.

Ongoing Thereafter (Months 7-12) maintain distribution and promote

regularly through gondola end featuring and price activity. Execution

Launch Free sample distribution in Retail Stores (target 50% reach)

coupled with BOGOF gondola end featuring and inclusion in retailer advertising/promotion activity

Ongoing Regular single unit Price Promotion

COPY STRATEGY SUMMARY Interrogate the brand until it confesses its

strengths The strategy must be designed to sell It must be designed to convert

consumers to the brand every time. It must differentiate versus the target

competition If the strategy does not do this, the

advertising won’t. And the advertising “wont be good”.

“MUST HAVE” What is the brand? What is it selling? Is its strategy clear:

To whom addressed? What is it offering – its benefit – its

proposition? Why should I buy it rather than the

competition?

Understand exactly what’s important to customers

Example based on packaged food product

Product Cooking Packaging Distribution PricingTaste/texture Ease of use Appearance Channels Price levelAppearance Convenience Statutory info Price strategyPortion size Cooking time Discretionary

infoIndividual

Ingredients Cooking method

Appearance Multi-buy

Nutritional content

Cooking temperature

Size/shape/footprintEase of openingStorageRe-sealingMaterialRecyclability

The advertising message

The message• Single• Single – minded• Simple

Attention

ObjectivesDagmar stage Desire and action

• Differentiate: create interest,stand out from the crowd• Motivate: stimulate consumerto action

The right benefit• Unique• What do you do better• Own a motivator• Build on a lesser benefit• Ad as differentiator

Communicate the benefit• What’s in it for me?• Functional/psychosocial benefits/values

Communicating the benefitWhat’s unique?• Usually short term competitive edge• Exploit whilst it exists• Patented property• Dyson “Root Cyclone”• Kia 7 year Warranty• Apple OS

Own a motivator• Colgate’s “Ring of Confidence” (fresh mouth and breath)• Persil owns “whiteness”• Heineken owns “refreshment”• Dyson owns “bagless”

What do you do better?• How do you perform on what’s important toCustomers• On which factor do you perform best?• John Lewis on “customer service”

Build on a lesser benefitWhen all the main motivators are owned• Ariel – “Febreze” the fresh smell of laundry• Ecover – detergent that’s “green”

If you don’t have anything• Show off/ad likeability• Lynx• Carlsberg

MUST HAVE Strategic clarity Focus Differentiation Conviction Credibility

Does one ad make you want to rush out and buy?

You are spending a lot of money on this m…. If each expenditure doesn’t sell – put the cash

in your pocket.

Nolan cheese http://www.youtube.com/watch?v=6tCtM

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bridgestone http://www.youtube.com/watch?v=gnuK4

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guardian http://www.youtube.com/watch?v=vDGrf

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ariel http://www.youtube.com/watch?v=HnqDS

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audi http://www.youtube.com/watch?v=Lv1gd

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vw snow http://www.youtube.com/watch?v=ABcck

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vw funeral http://www.youtube.com/watch?v=fCHWh

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Duracell later bunny http://www.youtube.com/watch?v=XVTo4

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Duracell bunny original http://www.youtube.com/watch?v=FNAKg

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Duracell P&G http://www.youtube.com/watch?v=Kvfbz

wNzaWs

apple http://www.youtube.com/watch?v=axSnW

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flash http://www.youtube.com/watch?v=Bqbz7

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schweppes http://www.youtube.com/watch?v=gUZC9

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schweppes http://www.youtube.com/watch?v=Twe2H

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meerkat http://www.youtube.com/watch?v=0xiC9

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Guinness   http://www.youtube.com/watch?v=69MpL

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Guinness http://www.youtube.com/watch?v=Qlt0hL

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Guinness   http://www.youtube.com/watch?v=B5Ued

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Barclays   http://www.youtube.com/watch?v=T4BOR

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Lloyds   http://www.youtube.com/watch?v=lrThhN

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jaguar   http://www.youtube.com/watch?v=KAruy

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vw darth http://www.youtube.com/watch?v=R55e-

uHQna0

audi vampire http://www.youtube.com/watch?v=j8UTi7

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f liquid http://www.youtube.com/watch?v=ynBWt

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coke real thing http://www.youtube.com/watch?v=GVag7

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coke xmas http://www.youtube.com/watch?v=kr7h8c

rYAYQ http://www.youtube.com/watch?v=GVag7

D85b24 http://www.youtube.com/watch?v=fi0BeX

egW24 http://www.youtube.com/watch?v=_2smY

Vl0zrk http://www.youtube.com/watch?v=ZOa9V

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pepsi mod http://www.youtube.com/watch?v=fi0BeX

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pepsi old taste oz http://www.youtube.com/watch?v=v7lw_v

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pepsi personality beyonce http://www.youtube.com/watch?v=_2smY

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diet pepsi p diddy http://www.youtube.com/watch?v=ZOa9V

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bounty old http://www.youtube.com/watch?v=UDeD

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bounty new http://www.youtube.com/watch?v=ruIpTQ

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mcdonalds bears http://www.youtube.com/watch?v=5ZdAL

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burger King clydesdale http://www.youtube.com/watch?v=1a27N

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mars old http://www.youtube.com/watch?v=uZW-LI

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mars new http://www.youtube.com/watch?v=AE9zA

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galaxy http://www.youtube.com/watch?v=QU7Z

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Direct line

http://www.youtube.com/watch?v=JGeDS9UGA1g

http://www.youtube.com/watch?v=2Sbe73D9WnM

http://www.youtube.com/watch?v=x89xAXHd2l8

http://www.youtube.com/watch?v=w9J_q2OUzis

NIKE TV http://www.youtube.com/watch?v=Pp5dZ

ZBKTXQ

Direct line

http://www.youtube.com/watch?v=JGeDS9UGA1g

BRAND “X” COPY STRATEGY

To convince (customer/consumer) that Brand X offers the unique benefit of….

The social (or “end, end”) benefit special to Brand X will be presented as….