food industry summit 2019 - sju wordpress sites
TRANSCRIPT
OCTOBER 15 , 2019
Food Industry Summit 2019
Yuvraj Arora
General Manager, Salty Snacking,
Kellogg North America
The Marketing World Today : Doomsday!
OR IS IT…?
A C A S E S T U D Y
O C T O B E R , 2 0 1 9
Brands are relevant
Marketing is dead
^
^
6
THE PRINGLESJOURNEY
B A C K G R O U N D
AN ICONIC CHIP IN A CATEGORY OF ONE
“People don’t buy what you do;
they buy why you do it. And what you
do, simply proves what you believe.”
-Simon Sinek
1. CLARITY OF PURPOSE
“If I had one hour to save the world, I’d spend
55 minutes defining the problem
and then 5 minutes solving it”.
-Albert Einstein
2. PROBLEM IDENTIFICATION
“There is one thing stronger than all the armies in the
world, and that is an idea whose time has come.”
-Victor Hugo
3. THE POWER OF AN IDEA
“Advertising isn’t a science.
It’s persuasion.
And persuasion is an art”.
-Bill Bernbach
4. PERSUASIVE COMMUNICATION
Super Bowl TV Spot
Real Time Social
Always on Social
In-Store
Activation
eComm
Pringles.com & KRM
2018 U.S. Flavor Stacking
Integrated Marketing Campaign
13
SOCIAL MEDIA & DIGITAL DISPLAY
IN-STORE
ACTIVATION
Consumers
responded
And
Business
responded
as well
IN 2018, PRINGLES SAW ITS FASTEST GROWTH
IN RECENT HISTORY
Our campaign was impactful, memorable, well-branded
and invited people to join in…
1 in 5 people who were aware of the campaign
created their own flavor stacks
And we had only just scratched the surface.
So, for Year 2, we decided that Repeating a good idea is a good idea!
Mind blown at the concept
of flavor stacking
Mind blown by the
endless possibilities
FROM TO
With a slight evolution of our creative focus
2019 U.S. Flavor Stacking
Integrated Marketing Campaign
THE PRINGLES JOURNEYB A C K G R O U N D
22
REAL-TIME SOCIAL
SMART DEVICE SKILL
IN-STORE
“Success is not final, failure is not fatal; it is the
courage to continue that counts”.
-Winston Churchill
5. COURAGE
29
2. COURAGE TO DISRUPTSTATUS QUO, AND INVEST TOTO REIGNITE THE BUSINESS
1. RECOGNIZE THE ISSUEAND HAVE THE COURAGE
TO CONFRONT IT
“Coming together is a beginning, staying together is progress,
and working together is success.”
-Henry Ford
6. TEAMWORK, TRUST & PASSION
A C A S E S T U D Y
O C T O B E R , 2 0 1 9
Brands are relevant
Marketing is dead
^
^
33
QUESTIONS?
THANK YOU