Case Study 6:AM : Powerade
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Transcript of Case Study 6:AM : Powerade
Challenge: • How to make a remineralizing drink for high-level sportsman a competitor of soft
drinks
Our approach:• Develop a branded platform which allows the brand to be repositioned in a mainstream market• Create a brand territory which is at the same time anchored in a sport DNA and opened to everybody who is looking for self-transcendence• Accelerate the change of image by using statutory mass media: posting and TV
Branded platform
Positioning
The soft drink which allows self-transcendence
Vision
We can expect from a soft drink more than
just freshness and fun
Mission
Give to those who want to push back
their limits the booster drink they expected
Experience
Beyond the intense thirst-quenching: the revitalization
Branded Platform
Moving Power
SIGNATURE
Positioning
The soft drink which allows self-transcendence
Vision
We can expect from a soft drink more than
just freshness and fun
Mission
Give to those who want to push back
their limits the booster drink they expected
Experience
Beyond the intense thirst-quenching: the revitalization
Posting
TV movies
Website
Social marketing (UGC operations)
Results
Business Performance: • A 3% increase in volums in th 6 months after the campaign
Brand performance: • A 10 points increase on brand reputation • A 12 points increase for “ a brand made for me” on 15/24 years old target
. Strategic Brand & Marketing Consulting
. Digital Strategy
. Integrated Advertising
. Digital Advertising & Media
. Social Marketing, Content & Events
. Performance Based Media - Acquisition
. eCommerce
. Relationship Marketing
. Websites, Platforms & Applications
. Mobile & Shopper Marketing
. Consumer Research
. Analytics, Data & Performance
. Conversation Tracking & Analysis
Enjeu : • Comment faire d’une boisson reminéralisante pour sportif de haut niveau un
concurrent des soft Drinks.
Notre approche :• Développer une plateforme de marque qui permette de repositionner la marque dans un marché mainstream • Créer un territoire de marque qui tout en s’ancrant dans son ADN sportif l’ouvre à tout ceux qui recherchent le dépassement de soi. • Accélérer le changement d’image en utilisant des mass media statutaires : affichage et TV.
Plateforme de Marque
Positionnement
Le soft drink qui permet de se dépasser.
Vision
On est en droit d’attendre d’un soft drink plus que de la fraîcheur et du fun.
Mission
Donner à ceux qui cherchent à repousser leur limite la boisson
booster qu’ils attendaient.
Expérience
Au-delà de la désaltération intense : la revitalisation
Plateforme de Marque
Moving Power
SIGNATURE
Positionnement
Le soft drink qui permet de se dépasser.
Vision
On est en droit d’attendre d’un soft drink plus que de la fraîcheur et du fun.
Mission
Donner à ceux qui cherchent à repousser leur limite la boisson
booster qu’ils attendaient.
Expérience
Au-delà de la désaltération intense : la revitalisation
Affichage
Films TV
Site Internet
Marketing social (opérations UGC)
Résultats
Performance business : • + 3% en volume sur les 6 mois qui ont suivi la campagne
Performance de marque : • +10 points de notoriété + 12 sur « une marque faite pour moi » sur la cible 15/24 ans
. Strategic Brand & Marketing Consulting
. Digital Strategy
. Integrated Advertising
. Digital Advertising & Media
. Social Marketing, Content & Events
. Performance Based Media - Acquisition
. eCommerce
. Relationship Marketing
. Websites, Platforms & Applications
. Mobile & Shopper Marketing
. Consumer Research
. Analytics, Data & Performance
. Conversation Tracking & Analysis