GENERAL MILLS PRESENTATION13 May 2015

OBJECTIVES

• Convey the ingredients and craftsmanship story to support a premium positioning

• Transform ice-cream to a luxury experience• Increase brand penetration and trial• Convey premium nature of the brand, process and ingredients which

make it a world above the rest

COMPETITIVE CONTACT

• Competitor:• Magnum• Magnum’s main target market is women like Haagen-Dazs’s. However,

Magnum offers women limited pleasure on the go, with an ice-cream on the stick. Whereas Häagen-Dazs offers unlimited pleasure in a tub. Every spoon is a moment of pure pleasure. You savour the moment.

TARGET MARKET

• A confident, self-aware 29 year-old woman who has a clear vision of where she is going in life. She is open-minded and curious and is drawn to experiences that help her live up to her aspirations.

• She finds fulfilment in her passions such as travel, music, food, and fashion. Because she is discerning, she often chooses “the best” to make times memorable.

• Luxury isn’t her standard, it’s her indulgence, and she knows that a true luxury is not a social currency but more importantly, it also brings personal meaning.

KEY CONSUMER INSIGHT

• Problem: “I’m a woman who doesn’t have time for myself or have time to go out .

• When I get home, I want to take off my bra, kick my heels to the ceiling and breathe.”

• Solution: get home, get a tub of Häagen-Dazs and have time for me . A date with “Häagen” is what I look forward to at the end of the day.

BIG IDEA

• Line: ”Every woman deserves a Häagen”• Big Idea: To personalise the brand to be an escape. (A go to happy place).

CREATIVE RATIONALE

• Ice cream is an impulse purchase• However, when we make our target market take ownership of

“Häagen-Dazs”, we’ll create personal stories with each woman• When women think of “Häagen-Dazs”, they think of an escape where

there’s happiness.

DIGITAL EXECUTION

• Pre-awareness campaign• The mystery of “Häagen” begins• “Who is Häagen?”• We’ll find personal stories online of women that need to be treated

well, desk drop offs(a gift and sample of Häagen Dazs) flowers at their work with a message “from Häagen with love” in a card.

• Find “Häagen” on social media with hashtag #everywomandeservesaHäagen and join the conversation.

• MAKE A NOTE OF THE PURPOSE OF THIS DRIVE.

PRINT EXECUTION

• PORTRAY MOMENTS: office, home etc.

PRINT EXECUTION

• PORTRAY MOMENTS: office, home etc.

RADIO EXECUTION

• This is an extension of Print• Tell stories of what “Häagen/moments” means to different women.

RADIO EXECUTION

• Radio script• Fvo: It’s always soo damn busy here• Sfx:”fax machine…phone ringing…”• Only Haagen keeps me going I could just cuddle with him• I look forward to our time together• It’s our routine…• I get home, kick my heels to the ceiling and take off my bra• Sfx: sighs…relief• Suddenly there’s cold air in my apartment…and there he is so

• refreshing and beautifully crafted all my girlfriends know “my • Haagen”… Anncr: Don’t be left out. Get a Häagen-Dazs ice-cream because, every woman deserves Häagen.

POS EXECUTION

• Have points of interaction with the brand in store

OBJECTIVES

• To generate awareness of Nature Valley brand amongst current users and potential users new users

• To grow the brand by 35% for the annum• Grow the category• Collaborate with other brands where possible to ensure maximum

utilization of brand exposure

COMMUNICATION OBJECTIVES

• To ensure that top-of-mind awareness for the Nature Valley Granola Bars are created and maintained amongst the target market

• To encourage trials amongst non-users• Increased brand footprint and numeric distribution

COMPETITIVE CONTACT

• Competitors:• Jungle Oats Energy bar• Special K

TARGET MARKET

• Primary Target Market• White • Female or Male• 25-40 year olds• LSM 8-10• Married/Living with a Partner

TARGET MARKET

SECONDARY TARGET MARKET• Black, Indian, Coloured• Female or Male• 25-40 years Old• LSM 8-10• Married/Living with a Partner

CONSUMER INSIGHT

• Problem: “I don’t know if I will make it out of bed. I’m demotivated and uninspired to do what I have to do because, it’s all too much”.

• Solution: There comes a point when you realise you need energy to complete a task, but completing it requires a psychological drive as much as a physical drive. Granola bar is a life coach that encourages consumers to finish their daily tasks.

VIDEO

BIG IDEA

• Line: “Go all the way”• Big Idea• Position Granola bar as a life coach that motivates people to go after

what they want or rather finish what they started. Like a coach that motivates players to win a game or perform at their best.

CREATIVE RATIONALE

• In order for someone to finish something, they usually have to psychologically drive themselves to see it through. Its something inside, it’s what separates winners from losers.

• The Granola bar enables consumers to go all the way.

PRINT EXECUTION

PRINT EXECUTION

DIGITAL EXECUTION

• We run a “Go all the way” campaign on social media, radio, POS• Where people will use the hashtag #goalltheway for tasks that they

are about to complete or have completed.

Social media• For example, if you’re about to run or have completed the comrades

marathon… we’ll use prefix(comradesmarathon with alltheway) #comradesmarathonalltheway and sample Granola bars at different active lifestyle events. The copy in orange should be written up as part of an activation or sample drive

ACTIVATION

• Awareness /Real activity• Create an event at Gold Reef City like an Amazing Race, where

families/friends have to compete and finish a race for a prize.

RADIO EXECUTION

Tell stories of people that need to go all the way to finish a task. Bring to life people’s internal struggles when faced with a task and need motivation, and get a feel of how it escalates from giving up to success. • EXAMPLE: late nights at work new born babies jogging in the morning

RADIO EXECUTION VIDEO EXAMPLE

POS EXECUTION

Ask emotional questions at the till that will lead/drive people to buy/see the Granola bar• Problems:• thinkingonyourfeet?• meetingdeadlines?

• Solutions:• #Goalltheway

THANK YOU