Steri Stumpie 'Everyone Has a Favourite

A Flavoured Milk Fairy Tale

Once upon a time,there was a melkie

35 years later, there was a brief

- To reinforce loyalty amongst existing fans 16 - 28

- To increase awareness amongst 6 - 12- To find a contemporary context for the brand

via look & feel / messaging / activation- FMCG = mass market

-Existing consumer loyalty

-Strong sense of nostalgia

-Consumer-owned: no advertising in 20 years

-Dual-market appeal = priority

-New work can’t alienate consumer’s idea of Steri

-Small budget = focused media choices

To set the scene…

To set the scene…cont

Insight 1:

Consumers already have an opinion

about Steri Stumpie.

http://beastinsight.com/index.php?option=com_content&view=article&id=409%3Asteri-stumpie-your-questions-answered&Itemid=27

Insight 2:

Consumers profess extreme love for thebrand in an ironic manner.

Far away, in a magical land…

Emotional checkpoints:-Low-Fi-Not intimidating, fun, light-hearted, doesn’t take itself too seriously

Rational checkpoints:-Pack & brag, a world of flavoured treats-Based on a consumer insight-Yummy

Activating Steri Stumpie

• Traditional Media: – Volume-Driving Promotion (still coming)– Billboards– Support Radio

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Activating Steri Stumpie

• Non-traditional media:

- Facebook Fan Page (database)

- Microsite = Blog

- Twitter account = blog support

- Riders

- Ambassador Campaign

Team SteriMnemonic:

Digital design & back-end

RSVP: Design, messaging & campaign concepts, blog, promotion

Atmosphere:PR, blog, twitter

Client Service: campaign management



Facebook Fan PageQuickTime™ and a

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What we don’t do:

-Suggest fans-Send mass spam mail-Pretend to be anything we’re not

Twitter.com/Steri_stumpie

What we don’t do:Tweet about anything irrelevantFollow people who don’t follow us first







The Steri Blog

-Flexible

-Unintimidating

-A conversational format consumers are used to

-A reason to visit again

-A place to share Steri love

-Client gave us complete control over content

Steri Riders


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Official Unofficial Steri Stumpie Ambassadors







“Please accept this humble Steri Six-pack as a token gesture to your Extreme radness. If it weren’t for your extreme radness, the world would be a boring place. And if the world was a boring place, no one would want to live there, which would suck. So thanks for making the world not suck. Just wanted to say we’ve noticed your efforts at sucking-avoidance, and we approve in a very big way. Rock on. Visit steristumpie.com to nominate someone you think is as awesome as you are.”

















Steri Hunts









Steri Micro-Parties







Chilling with the Wedding DJs







Rad people drink Steri























Good Old Fashioned Values

- You can’t beat good ideas

- Understanding your consumer is key

- The medium is not the message

If you want consumers to talk, you have to give them a stage.

Moral of the Story



The Brothers Streep



“When the road is bumpy,drink a Steri Stumpie,Cause you can’t be grumpy,with a Steri StumpieDonald Trumpy, Steri Stumpie,never lumpy, my Steri Stumpie”

And they all lived happily ever after. The End.



Business

Steri Stumpie 'Everyone Has a Favourite