Online Strategy for Kinley a.k.a. the Underdog Strategy by Bori Toth 25.02.2013, Berlin

How is a world without !zzy drinks?

Quite boring.

And how is the world of !zzy drinks?

Quite boring.

Schweppes is being too lonely on the top.

If only people knew about Kinley...

Kinley is the original.

The oldest.

With a distinctive bitter taste.

The problem is...

1.  Schweppes = category

2.  And well. No one knows about Kinley.

Brief

Business goal:

Successful brand launch + increase of off-trade and on-trade sales.

Business strategy:

1.  Target opinion leaders in order to establish a distinctive image (B2C - targeting connaisseurs, bar enthusiasts) .

2.  Become attractive as a differentiator for points of sales (B2B - targeting bar owners, professionals).

Online communnication goal:

Attract interest of opinion leaders by offering related and exclusive content and reach their social networks with the help of social media.

Goal

Unknown player → Challenger underdog

Insights

People are more particular about the brand of the alcohol they drink than the brand of the !zzy drink/mixer: when they say tonic/bitter lemon/ginger ale they mean Schweppes.

Opinion leaders are „!rst-to-knows“ looking for exclusivity.

They are social and love to indulge in great drinks and food. Quality and experience are key.

Consumer

Insight 1.

Insight 2.

Insight 3.

Kinley is the oldest soft drink in the world (since 1771).

With a distinctive bitter taste.

The brand is currently positioned as a „kind of a rebel“, a piece of affordable luxury, claiming quality and exclusivity.

Brand

Insight 1.

Insight 2.

Insight 3.

Schweppes OWNS the category.

Schweppes is not only lonely on the top but quite comfortable as well: they do not put much effort into social media (see appendix).

Main form of consumption: mixed drinks.

Market

Insight 1.

Insight 2.

Insight 3.

Strategy

Strategy

The key strategic insight:

When people say tonic/bitter lemon/ginger ale they mean Schweppes.

Strategy

The key strategic insight:

When people say tonic/bitter lemon/ginger ale they mean Schweppes.

The strategy:

Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste and experience.

Strategy

The key strategic insight:

When people say tonic/bitter lemon/ginger ale they mean Schweppes.

The strategy:

Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste and experience.

One thing to communicate:

Kinley‘s mission is to inspire people to rethink their standards.

Strategy

The key strategic insight:

When people say tonic/bitter lemon/ginger ale they mean Schweppes.

The strategy:

Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste and experience.

One thing to communicate:

Kinley‘s mission is to inspire people to rethink their standards.

The reason-to-believe:

From time to time we have to rethink the things we just accept, even if they seem to be obvious.

Kinley is a premium soft drink thus represents rock solid quality. It is a self-con!dent brand and ready to occupy its own market niche.

How will we communicate this?

We launch a digital campaign that inspires people to rethink their standards.

We provide the core target group (opinion leaders: connaisseurs and„bar enthusiasts“) with exclusive and brand related content (bar culture, food, music, culture, etc.). We even involve them in content development which we then distribute with the help of various social media channels.

DO

•  Act like a rebel with a cause

•  For satisfaction and enjoyment

•  Self-con!dent and clever

•  Inspire others too, act social

DON‘T

•  Act only for the sake of rebelling

•  Show off

•  Address Schweppes directly

•  Give ready-made solutions

Communications Framework

AWARENESS!!Creative Message:!Rethinking your standards leads you to new experiences.""Reason to believe:"Kinley is a surprising new alternative with a distinctive taste."

CONSIDERATION!!Creative message:!Kinley is like an insider friend who knows about what`s cool and happening."!Reason to believe:!Kinley takes its „business“ seriously and wants to challenge the topdog."

BUYING!!Creative message:!Where Kinley can be found, there is something interesting happening.""Reason to believe:!Kinley doesn‘t want to be standard."

STOCK (on-trade)!!Creative message:!Having Kinley in your sortiment is a statement.""Reason to believe:!Kinley has an established image amongst opinion leaders."

MEDIA!"Microsite/Blog"Facebook"Pinterest"Seeding"

MEDIA!"Microsite/Blog"Instagram"Earned media"Community management"Youtube"Search"

MEDIA!"Search"Website"Microsite/Blog"Social ads"Banners"Search"

MEDIA!!Website"Facebook"Pinterest"Youtube"Search"

CURRENT CONSUMER BEHAVIOUR Unaware bar enthusiasts, cocktailnerds, connaisseurs (21-45 yrs)

DESIRED OUTCOME Purchase and loyalty

Facebook

Website

Youtube Pinterest

Google Lifestyle blogs Instagram Blog

Search

RECOMMENDED MEDIA CHANNELS

KPI

AWARENESS

xxxx impressions to the target market"xx % increase of competitive share of voice"

xx blog articles by influential bloggers""

CONSIDERATION

xx% increase in website traffic"Facebook Fans (benchmark: 241 500) "

"

PREFERENCE

xx% increase of Facebook Talking about this"xx% increase of purchase preference"

"

PURCHASE

xx% increase of on-trade and off-trade sales"

RETENTION

xx% increase of on-trade stocks"

Positive sentiment"Facebook fans"

Appendix: Content inspiration Main competitors

Inspiration Rethink your standards

Main competitors: Schweppes Thomas Henry

Schweppes Online Platforms

Schweppes Online Platforms

Pure product website, basic information.

Schweppes Facebook

Schweppes Facebook

FACEBOOK (25.02)

241 450 Fans"7154 Talking about it"2,96 % „people talking about this rate“"

POSTS, CONTENT Product info"Cocktail recipe"Illustrations"

TABS, EXTRAS Photos"Profile App"Videos"

TONALITY Friendly and chatty but flat"

GOAL Generate engagement by reacting on current events in a fun way"

Schweppes Facebook

STRONG Clear branding"Reaction on real time events"

WEAK Not much content (12 posts this year)"Low fan activity (2,96% vs. AV. 4%)""

Source: quintly.com "

Thomas Henry Online

Thomas Henry Website

Product website with „Where to buy“ and a shop.

Thomas Henry Facebook

Thomas Henry Facebook

FACEBOOK (25.02)

5940 Fans"93 Talking about it"1,56 % „people talking about this rate“"

POSTS, CONTENT Product info"Illustration"Events"Testimonials"

TABS, EXTRAS Photos"Events"Videos"Drink Guide"Magazine"

TONALITY Friendly, grown up, informal and informative"

GOAL Inform fans and professionals about the products and news of company"

Thomas Henry Facebook

STRONG Branding"Diverse content"Integration of offline commercial activity"

WEAK Bit unstructured"Low fan activity (1,56 % vs. AV. 4%)"Unclear targeting: B2B or B2C?"

Source: quintly.com "

Thomas Henry Pinterest

•  Only 40 Followers and 42 Following

•  B2B or B2C?

Thomas Henry Youtube

Content for professionals (events, techniques and testimonials) - B2B channel

Thank you