Skoal Casestudy
Transcript of Skoal Casestudy
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how do you make the brand...worthy of the man?
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the proof: case studies
+ November 2006– the street? down on UST:
– losing ground to aggressive discounters
– facing the arrival of true global giants: BAT & PM
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the proof: case studies
+ November 2007– the street? singing USST’s praises:
– UST is a silent change agency story… UST is operating under a new management regime… making better strategic decisions
– the proof is in the pudding – “UST has delivered/exceeding on all of it’s commitments…”
– ending the best year in the last 14
– what changed?
a new CEO and, less noticed, a new agency
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...so what was missing?
the proof: case studies
+ the challenge– Skoal:
category leader ravaged by well-funded discount competition out of touch with its consumer living on line extensions
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the proof: case studies
+ CSM on point– revitalization begins
with consumer insight…
– if you think this is your consumer:
– then you have no reason to be embarrassed that this is your advertising:
(even the bubbas know you don’t walk away from a 12’ leap into 2’
of water)
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UNDERSTAND
ELEVATE
CELEBRATE
EMBRACE
our consumer’s lives, values and dreams
let them know that we share those values, those dreams
be proud to be their brand
do all we can to make our brand make things better everywhere we touch our consumer’s daily lives
the proof: case studies
+ the power of insight
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instant camaraderie: all the barriers come down
the proof: case studies
+ the insight:– walk a mile in their shoes
– listen
– and pay attention
see what happens when dippers, unknowing, get in a room together...
notice the silence when three good old boys, two African Americans, two Hispanics and an Asian-American walk into a focus group room
and what happens when the first can of Skoal comes out
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brand architecture: painting the target
Skoal
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the proof: case studies
+ boiling it down: our guys
demanding
brandarchitecture
I live hard. work hard. play even harder.
I earn my share of the good stuff.
sure, I love to hang with my friends,
and we love to have a good time
you O.K. with that? then come on in…or step off and give us some room!
connecting with customers
part of a brotherhood
pleasure-seeking
independent/rebellious
active/engaged
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building the bridge
BRAND CHARACTER
whatarethe
brand’s motives,ethics and
vision?
CONSUMER NEEDS / VALUES
what is important to the
consumer?
how can the brand
makethem feel?
what is the soul, the essence of the brand?brand idea
SKOAL. UNITING DIPPERS OF AMERICA
BRAND ASSETS
what doesthe brand
do?
what are it's key assetsand
capabilities?
BRAND BENEFITS
what canthe
branddo for
itsconsumer?
what canthe
branddo for
itsconsumer?
shared experience zero 3rd party impact
great tastes/exciting
choices
convenient
pure pleasure
superior quality
hands- free
American made from all American leaf
smokeless
matchless tobacco satisfaction
range of varieties
active engaged
demanding
part of a brotherhood
pleasure-seeking
independent/ rebellions
user-friendlyadaptable
committed to making good stuff
smarter than smoke
understanding &supportive
creative masters of our craft
the benchmark
championing
the community
what next?
choices options
originator
balancedalive
optimistic
100% American
celebration
the huntplay by the rules, kinda
possibilities
strength in numbers
invitation
SKOAL:UNITING DIPPERS OF AMERICA
fearless leaderfearless leader
rich in flavorrich in flavor game ongame on
fraternalfraternal
unspoken bond
for the love of dip
respect
diversity
catalyst
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the proof: case studies
+ our vision
in other words...
Skoal will offer an open invitation to join the fraternity of experienced dippers
the creative vision
the creative vision
print advertising
the creative vision
POS
the creative vision
print ads
the creative vision
the creative vision
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the proof: case studies
+ results:– 2007: best year in the last 14
– 2008 PM offers $10.3B for USST