Upload
karinfitzpatrick
View
1.064
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
BRAND COMMUNICATIONS CAMPAIGN
Presented By Karin Fitzpatrick
Product Benefit: H30 Pro is an isotonic sports drink scientifically formulated for absorption, hydration,
energy, stamina and protection Consumer Benefit:Contains a combination of:
energizing B-vitamins for improved energy release from food provides you better absorption essential electrolytes provides you with rapid hydration Energizing carbohydrates for immediate and sustained release of energy provides you with
quick energy release and stamina Antioxidants vitamins A, C and E provide you with antioxidant protection
Emotional Benefit: I am now confident to win any competition; fundamental human value I can compete at my best; fundamental human value
Target Market: Primary – Male & Female segmented to: Fitness Professionals Fitness Enthusiasts (general gym goers, recreational or amateur sports)
Product Brief – Brand Communications
Strategy: Approach H30 & H30 PRO as different in the same global product line.
Product Name H30 Pro H30
ISOTONIC DRINK FITNESS DRINK
Energize. Hydrate. Protect. Energize. Hydrate. Protect.
Big Idea Performance Hydration
Communication Objective Convince: Distributors & Consumers
That: H30 Pro Isotonic Drink is an exceptional fluid that will help power an exceptional performance.
Because:It contains 5 key ingredients that will provide hydration, absorption, energy, stamina and
protection to help you experience the difference in your sporting performance
Campaign Headline:Powering Exceptional Performances
5 reasons why……. Strapline:
experience the difference!
Strategy: Approach H30 & H30 PRO as different in the same global product line.
Product Name H30 Pro H30
ISOTONIC DRINK FITNESS DRINK
Energize. Hydrate. Protect. Energize. Hydrate. Protect.
Big Idea Performance Hydration
Campaign Headline Powering Exceptional Performances Everyone Needs to HYDRATE
Strapline: experience the difference No strapline
To create an effective wholly integrated campaign to feature on all on & off-line marketing tools
Create ‘best in class’ materials - high energy, vibrant, dynamic, impactful
Communicate headline, strapline, product positioning, USP and ‘pitch’
Target new customer segments and retailing & recruiting opportunities
Testimonials - Athletes
EMEA Regional MarketingBRAND COMMUNICATIONS BRIEF
Product Name H30 Pro Isotonic Drink
Country EMEA
Project Name H30 Pro Isotonic Drink Launch Campaign
Launch date Extravaganza – 21st – 23rd June 2008
Portfolio Category
Energy & Fitness Submitted by Karin Fitzpatrick
Contents1. ------------------- Product position2. ------------------- Country Launch Phases3. ------------------- Verbal Creative Concept4. ------------------- Summary of Materials to be Produced5. ------------------- Agency Briefing
Approvals Corporate Branch
Product Marketing – Nina Iroha / Violetta Zlatareva
Marketing Managers (Top Markets)
Brand Communications – Karin Fitzpatrick
VP of Marketing – Sue Egstrand
Regionally Developed Product Launch Brand Regionally Developed Product Launch Brand Communications Process Flowchart – offline/online Communications Process Flowchart – offline/online
*Develop Material Timeline For Project Manager
1 DAY
VenrayMarComs MarketsProject Manager - Product MarketingActivity Owner:
Print Quantities Confirmed and
Quotes are Sourced21 DAYS
Design/Copy is Translated(Offline/Online Materials)
33 DAYS
Brief Copywriter &Approve Cost (Offline/Online)
1 DAY
Brief Design Agency & Approve Cost (Offline/Online)
1 DAY
Copy is Written and Legally Approved
25 DAYS
Design is Developed (Offline/Online)
and Approved with Global30 DAYS
Present to VP Marketing(with Project Manager)
Feedback, Amends & Signoff3 DAYS
Present Campaign Theme & Marcoms Brief to Markets
(signoff)2 DAYS
7 MONTHS PRIOR TO LAUNCH*Project Manager Presents
Product Brief & Runs Weekly Project Team
Meetings until Launch
*Develop Marcoms Brief Positioning / Materials(with Project Manager)
5 DAYS
*Finalise Page Pagination & Copy Direction Brief
-All Materials Offline/Online(with Project Manager)
5 DAYS
Project Cost TrackingONGOING
*Final Amends, Proof Reader & Sign Off Sheet
– PDF to Production Agency3 DAYS
Launch
Develop Campaign Message(with Project Manager)
10 DAYS
SKU’s Organised & Set Up
Design/Copy Merged (Offline)3 DAYS
Test Final Core CollateralWith Distributors
10 DAYS
Artwork Sent To Printer –Proofing Takes Place
4 DAYS
Coding Undertaken (Online)10 DAYS Total Weeks = 27
Printing/Deployment (Offline)20 DAYS
Implementation (Online)
* Templates Used
Design Direction Brief…….design of the key materials to depict the emotional benefit of the product and reflect the campaign headline – Powering Exceptional Performances and strapline with an associated design direction/theme but also that H30 Pro should be taken in junction with ‘balanced nutrition’, through use of nutritional foods imagery, targeted and tailored to varying fitness related customer segments with differing nutritional requirements.
Consumer Leaflet – GN 6937DRG A4 Format - BTO
Design direction……Powering Exceptional PerformancesVisual illustration of the Herbalife proposition, sports drink market demand/business opportunities and key functional product benefits of H30 Pro
Design direction……Exceptional Performance, Exceptional TasteVisual illustration of the science, exceptional taste, USP’s & retailing & recruiting opportunities
Design direction…… Exceptional Performance, Exceptional NutritionVisual illustration and product fit within the overall Herbalife portfolio:
• Easy-to-sell Fitness Programmes to target different customer groups• Programmes provide a full nutritional coverage to satisfy customer needs
Design direction…… Exceptional Performance, Exceptional Support
Brand Communications Plan / ToolsDistributor/Consumer (Uploaded on BTO) – Wave 1 Launch 24 market versions:o Distributor Reference Guide - 210mm x 210mm 8 Page x 24 (Extravaganza only thereafter as A4 Format on BTO)o Consumer Leaflet -168mm x 225mm x 24 (Ongoing print item packs of 20’s – saleable SKU 6937 followed by country code)o Product Brochure – July 6th Front Cover & DPS x 24o Today Magazine – Q2 Edition/Theme Front Cover & Multiple Inside Pages/Features x 24o Distributor Single Page Prompt Sheet x 24o Distributor Single Page Advertorial - (3 hero model versions) x 24o Distributor Double Page Advertorial - (3 hero model versions) x 24o Distributor Single Page Advertising Template - (3 hero model versions) x 24o Distributor Double Page Advertising Template - (3 hero model versions) x 24o Distributor Poster - (3 hero model versions) x 24o Distributor Product Fact Sheet - (3 hero model versions) x 24o Distributor FAQ’s - (3 hero model versions) x 24o Distributor 3 Target Group Fact Sheets - (3 hero model versions) x 24 o Distributor Sports Manual – x 24o Distributor Banner - (2 sizes) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/Banner_UK_446x166_Distributor.html o Distributor Email Animated GIF x 24 o Distributor Exact Target Campaign - (pre-launch / launch / post launch – 6) x 24 o Consumer Banner - (3 sizes) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/Banner_UK_446x166_Consumer.html o Consumer Microsite www.h30pro.com - (2 sites – multiple pages) x 24 http://www.enginecreative.co.uk/microsites/herbalife/uk/
50 individual items x 24 individual market languages – 1,200 Distributor assets
Distributor Tools - BTOProduct Brochure
Single Page Prompt Sheet
Single Page & Double Page Advertorials
Distributor Tools - BTOSingle & Double Page Advertisement Templates Single Page Poster
Double Page Product Fact Sheet
Distributor Tools - BTOSingle Page Target Group Fact Sheet
Double Page FAQ’s Sports Manual
Distributor Tools – BTO - Banners & GIF
Brand Communications Plan / ToolsCorporate Tools (Uploaded on HAL) – Wave 1 Launch - 24 market versions:
o H30 Pro Style Guide H30 Pro Pixel Bar x 1 H30 Pro Logo x 24 H30 Pro Campaign Headline x 24 Carton Artwork x 24 Sachet Artwork x 24 750ml Bottle Artwork x 1 3 ‘Hero’ Model Shots H30 Pro Strapline x 24
o Corporate Single Page Advertorial - (3 hero model versions) x 24o Corporate Double Page Advertorial - (3 hero model versions) x 24o Corporate Single Page Advertising Template - (3 hero model versions) x 24o Corporate Double Page Advertising Template - (3 hero model versions) x 24o Corporate Poster - (3 hero model versions) x 24
23 individual items x 24 individual market languages – 552 Corporate assets
1,752 pieces of artwork
Style Guide – Artwork Components on HAL
Pixel Bar Logo
Secondary Headline
Campaign Headline
Male ‘hero’ modelFemale ‘hero’ model
Carton Sachet 750ml Sports Bottle
Strapline
Dual Sex ‘hero’ model
Corporate Tools - HAL
Single & Double Page Advertisement Templates
Single & Double Page Advertorials
Poster
Corporate Tools – www.h30pro.com
RECOGNITION
Angela Natasha Sanjay Bryan Peter Boris Gurvinder
CLOSE