RedRoute Agency - Old Product Development

Our people

Martin Smith Frank Brady Steven Cooper Matt Percival Dan Davies
Chairman Director Managing Director Creative Director Planning Director

35 years brand Over 20 yearrs 25 years brand advertising 25 years brand creativity 25 years brand planning
experience, a founder international marketing experience at Publicis, experience around the experience at Publicis,
and MD of BBH and experience working JWT, McCann-Erickson world at Interbrand Lowes, O&M, DDB and
Chairman of their across a wide range Worldwide and TBWA Saatchi’s
non-advertising division of sectors including
& ex-CEO of Grey Telecoms, IT and financial
services.

© REDROUTE LTD 2011

London office
Creative
Account/ Project management;
Strategic Planning

Sheffield office Marketing partners Our offer
Design OMD Global media planning & buying group. Brand strategy. Brand research.
Artwork Chameleon London PR Brand creation.
Web build City Press, Manchester PR
Above the line advertising.
Online comms Rainmakers Research
Design. Online Comms. Web Build. Social media.
Production
Direct marketing. Print production.
Digital & litho print
Television and video production.
P.O.S. & Collateral.


Active clients

Property Charity Consumer Business


What is RedRoute?

STRATEGIC AD EVENT
DESIGN DIGITAL DM AGENCY
AGENCY AGENCY AGENCY AGENCY
AGENCY

Not defined by what we are... But by what we do...
Whatever it takes to Drive Brands...


Driven by history
The brand’s relationship with its market over time
must never be forgotten: like people, a brand
may age but much of its personality remains
constant over time

THE REDROUTE IS…


Driven by history
constant over time

Driven by experience
THE REDROUTE IS… Media may change but the reasons for
using them do not – strategic insight and
consistency of delivery are still the essence
of a great campaign


Driven by history
constant over time

of a great campaign

Driven by opportunity
There are always many opportunities to
reconnect – or to connect more effectively –
a brand to its consumers


Driven by history
constant over time.


Driven by truth
of a great campaign

A single essential truth about
how the brand fulfils an emotional
need of its target market Driven by opportunity
There are always many opportunities to
reconnect – or to connect more effectively –
a brand to its consumers


The best brand communications
are always based on:

Simple brand truths

THE REDROUTE IS… About the benefit they
deliver to their market

Brought alive emotionally


The best brand communications
are always based on:

Simple brand truths

THE REDROUTE IS… About the benefit they

Based on product deliver to their market

demonstrations Brought alive emotionally


Even historic
‘lifestyle’ brands
used product
demonstration...

Boddingtons = Creamy texture
Levi’s = Definitive cool

Heineken = Refreshment
VW = Reliability


Tesco = Delivers best value

Lynx = Makes anyone desirable

...as do successful,
more contemporary
Compare the Market.com = brands.
Ease of use (simples!)


Too many great brand campaigns
deviate from their original targets due to
Commercial tactics
Economic pressure
THE REDROUTE IS… Creative peccadilloes


Commercial tactics
Economic pressure

To avoid this, an agency needs ‘grip’:
an ability to return continually to the
original road map for the brand...
the RedRoute


Commercial tactics
Economic pressure
Handled
with ‘grip’ To avoid this, an agency needs ‘grip’:
an ability to return continually to the
original road map for the brand...
the RedRoute


THE REDROUTE IS…


THE REDROUTE IS…

Driven by
truth


THE REDROUTE IS…

Driven by
truth
Product
demonstration


THE REDROUTE IS…

Driven by
truth
Product
demonstration
Handled
with ‘grip’


THE REDROUTE IS…

Driven by
truth We
Product
demonstration drive
Handled
with ‘grip’
brands


At RedRoute,
we enjoy driving...

New brands Current brands But most of all... Old brands
The excitement of Feeling the pulse of • Especially involving
the launch the consumer and
• aking an historic, often dormant brand
T
expressing the brand’s
and reinterpreting it to be relevant to 2011’s
personality to make it
consumers
race!

... ld Product
O
Development

OPD New Marketing for Old...

In a tough economic
environment, smart
marketers are often
looking to the past to
invent their future.



In a tough economic During the ‘good
environment, smart times’ as businesses
marketers are often merged and ‘big
looking to the past to brands’ took over,
invent their future. many much-loved
brands slipped off
the shelves and into
obscurity.



In a tough economic During the ‘good But an aging
environment, smart times’ as businesses population of
marketers are often merged and ‘big consumers remember
looking to the past to brands’ took over, those brands – and
invent their future. many much-loved recall them with
brands slipped off affectionate nostalgia.
the shelves and into
obscurity.


Back to basics – Ten key questions
1) Analyse the brand’s history – where does it come from?

2) Analyse its marketing record – how was it sold?

OPD: 3) Analyse its core market – why did they buy it?

The RedRoute
4) Research the brand’s status – how remembered is it?

5) How might an equivalent market respond to it now?
approach 6) How might other markets might respond to it now?

7) Rejuvenate the brand – what is its modern proposition?

8) Develop creativity from that proposition – what is its ‘voice’?

9) Develop this for pack/shelf/advertising – how does it look?

10) Research the ‘New Old Brand’ – what is the likely ROI?


OPD in action


The context: a high street master butcher who didn’t evolve
to meet the threat of supermarkets and became extinct.

The task: translate this ex-retail brand to an
FMCG brand.

Be true to the original: For 70 years it helped housewives
– to serve fresh, quality meat, to provide a more balanced
and nutritional diet, and to find more adventurous ways for
them to serve food.

The core brand truth: The family butcher and the
housewives friend.


The opportunity: Re-express this core truth relevantly
to today. And bring the traditional master butcher to
the supermarket in a way own brand couldn’t.

The branding stayed true to the original: mass-
market, the quality and cuts of a master butcher;
the little touches of difference that make for a bit of
adventure, nutritionally balanced, affordable, and,
unmistakably Dewhurst.

An entire range of products built around meat and
meat-related products that would fuel a sustainable
direction for the brand and offer far greater and
longer-term commercial opportunities.


The context: a 200 year-old Scottish
whisky brand with no brand stock.

The task: Take an historic, dormant
brand and re-interpret so as to connect
a 19th Century whisky with a target
audience in its late twenties.

Driving the truth: 200 years of being
unconventional. From the moment Glen
Rossie was created with a 90% malt
content - which flew in the face of the
norm and signaled it as a disruptive
brand – to the present day and its rock
and roll owner: Francis Rossi.

The core brand truth:
The Maverick Spirit
The opportunity: Create a truly non-
conformist whisky brand aimed at
non-stereotypical whisky drinkers –
a lifestyle brand as much as a
whisky brand.


The branding is a pure product demonstration of
the emotional benefit of the brand – rebellion.

rebel
We built the brand around:

Whisky Punk: Tapping into the spirit of rock and

rebel roll and its intimate relationship with whisky – we
squared the conundrum the target drinker feels –

your face
wanting to drink whisky but not wanting to signal
they’re conforming to a life stage. The brand will
be driven by its packaging and advertising, so we

is a created packaging that deliberately challenged
the conventions. And we created a multi-staged

mess
campaign that drove the long-term advertising
THE direction for the brand.
MAVERICK
SPIRIT

hey babe, i’m the
take a type of guy
all we ask is walk who’ll never
DRINK IT
on the
wild side. settle down.

responsibly
THE THE
MAVERICK MAVERICK
SPIRIT SPIRIT

NEVER
ACCEPT
THE THE
MAVERICK STATUS
SPIRIT QUO THE
MAVERICK
SPIRIT


The context: an online payment
business, two years old, but having
to constantly react to an eternally
dynamic market.

The task: To evolve the brand to
maintain its momentum, whilst being
true to the Sage Pay brand.

Driving the truth: The lifeblood of
online commerce, Sage Pay has
created products services and solutions
that deliver business continuity.

Keeping Business Going.

The opportunity: Place the brand
as the answer for a business world
shaped by whiplash change, fleeting
advantage, omnipotent customers
technological disruptions - a mobile,
connected, interactive and immediate
world. …by positioning Sage Pay as
single-minded, uncompromising and
somewhat obsessive in its pursuit of
customer’s business.


The branding is a pure demonstration
of the brand promise:

Business non-stop.
The identity and branding device builds Sage Pay as
the beating heart of online business – creating the
lifeblood and genuinely caring for customers – the
heart has become the central branding device.

We have created advertising that gives Sage a
unique voice – and demonstrated the delivery of
Business non-stop through their products and
services in an emotionally engaging manner.

And because the market will not get any
less dynamic and Sage Pay has aggressive
business targets, we have created branding and
communications that can grow with the brand as it
continues its rapid growth trajectory.


The context: a global leader in IT networking, driven
by the consumer market but wanting to emerge in
the b2b space.

The task: Create a strong technology brand.

Driving the truth: D-Link was seen to live at the
periphery of the market, as a poor relation brand that
was prisoner to a price point with a limited range and
low salience. The reality is that it
operated at the centre of the network – offering
complete connectivity, driving evolved networks and
minimising cost and maximising RoI.

The Network Core
The opportunity: to take D-Link from existing at the
periphery to operating at the core of business…
driven by the growing importance of the network -
from the thing that connected stuff to a critical driver
of the business.


The branding was pure product
demonstration of the fact that D-Link
was at the centre of the new network
that drove business needs.

It graphically brought the heart of the
network to life, communicated the
breadth of the D-Link products and
solutions, and, demonstrated that
D-Link inter-links to benefit businesses.
…the impression is that the brand
is at the centre of everything and the
critical point of convergence.

We developed advertising that created
the voice of a business-technology
brand: D-Link talked to the pressures
and strains the target audiences face
daily.

The emerging campaign bridged a
variety of business decision makers
as well as channel partners – as well
as many European markets where
the brand’s power and the market
dynamics differed.


The context: a toweling nappy brand
struggling for a place in a market
overwhelmingly dominated by Huggies
and Pampers.

The task: create a market and a
positioning for the Zorbit and product
range.

Driving the truth: Zorbit went way
beyond nappies to the fabric and its
ability to blend powerful absorbancy
with absolute softness and gentleness.
It fulfilled the most fundamental need
of motherhood – to protect and to care
– for 5 generations…providing a strong
history and experience.

The fabric of family Life


The opportunity: Carve a position in the nappy market
around modern fabric technology and a history of mother
and baby care. And evolve this positioning into mother and
baby products.

The branding captured the essence of the Zorbit brand:
powerful care and blended the modern, fresh and
contemporary with the strength, comfort and assurance of
the old. The result was a retro-brand with real authenticity.
The fabric, care and protection positioning is enabling
us to spawn an entire new product range is now being
created for the brand – encapsulating baby ware as well
as toweling. Zorbit now has a road map that is true to its
origins and ensures it doesn’t have to deviate to absorb
short-term commercial tactics or economic pressures.


The context: A Yorkshire pie maker with a 220 year-
old tradition that was failing to realise its business Where we’ve come from... All the ingredients for growth...
Increased sales volumes An extended pie

potential. from existing regional
national distribution
range, beyond frozen,
mainstream pies to fresh,
fruit, pork and ultimately
convenience pies

* Local hand-made
* Regional distribution
The task: Help it achieve aggressive growth targets. * A 220 year old tradition Aggressive
* The special occasion pie From a pie focus to a
food focus, and from a a
distribution growth,
locally, regionally
* The heart of the Yorkshire pie single market company
to a brand.
and nationally.

Driving the truth: Denby Dale went way beyond * An award-winning recipe

a Yorkshire pie, baked to a 220 year-old recipe. It
An expanded
food portfolio

was built on a passion for authentic, wholesome
traditional food; a commitment to unearth the best
local and classical recipes; a refusal to ever mass
produce; and a fanaticism about only using the best
Our visual language
natural ingredients that were then jam-packed into Our tone of voice
Provenance
Our food comes from
their food. wonderful places and we
Quality without believe it’s important to show
…not to mention a Yorkshire love of food. compromise No Nonsense
where the goodness of our
produce comes from. Part
of our distinctive visual
language is to display
The core brand truth: Fresh
the provenance of our
Authentic
ingredients, wherever that
Sincere
Honest to Goodness Food. Passionate
may be. This is an important
benchmark for our customers
about food and lets themof our that
Proud know
roots
we’re as good as our word.
The opportunity: Build a brand around the core
values, that could be extended into other types
of pies, into related food sectors and beyond into
deserts. And in doing so create the opportunity to
increase distribution from regional to national.
Home-made
Core colours goodness
What makes our food so
mouth-watering is it’s
home-made quality and
Our colours
Our core palette of colours wholesomeness. So why not
heralds from our homeland celebrate it and show our
and all the qualities and
values that represents for our customers just how great it
brand. is. Our frozen foods should
When it comes to defining
display images that show
and segmenting our quite how exceptional they
product ranges, we look no
further than the colours that
are and leave no doubt
represent all the natural as to the contents, the
goodness that they contain. craft, individuality and
Should we need to create care that has gone into
further distinction within Range colours their production, and how
product ranges, a spectrum
of stnger accent colours are delicious they are to eat.
there to help. supplementary
coloursmuch as we distinguish
As
our products with beautiful
photography, for fresh foods
we should minimise our
packaging and take great
pride in displaying the © REDROUTE LTD 2011
real goods.

The branding captured the heart of what
the brand stood for; the love of the land;
the brand’s ‘Yorkshireness’ and its dedication
to simple, good quality, natural food.

RedRoute also redesigned the packaging
to display the real goods. And we created
a visual language dedicated to the food –
rich with photography that shows the
wonderful places and highlights just where
the goodness of the Denby Dale produce
comes from. With photography that
emphasises home-made quality and
wholesomeness. And a colour palette
chosen for each product to represent all
the natural goodness that they contain.
Honest to Goodness Honest to Goodness

The brandingDenby
Denby
Dale
YORKSHIRE SAUSAGES
®
®

coupled with the product
Dale ®

CORNISH PASTIES

extensions we identified have created a
®
PORK
LEEK CHIVE
SAUSAGES
Prime cuts of British Beef braised to a
BEEF
POTATO PASTY
very clear direction for the brand and a road
traditional recipe in a rich mouth watering

WEIGHT DISPLAY UNTIL: BEST BEFORE:

360g e

Honest to Goodness map that ensures Denby Dale continues to
Denby WEIGHT DISPLAY UNTIL: BEST BEFORE:

Dale
deliver its core truth - and can adapt and
®
150g e

YORKSHIRE SAUSAGES
®

PORK
BRAMLEY APPLE
SAUSAGES
grow whilst still staying true to its original
WEIGHT

360g e
DISPLAY UNTIL: BEST BEFORE: road map.
...and beyond
Honest to Goodness Honest to Goodness

Denby Denby
Dale ®
®
Dale ®
®

FRUIT PIES FRUIT PIES

BLACKBERRY PLUM
APPLE PIE PIE
traditional recipe in a rich mouth watering Prime cuts of British Beef braised to a

WEIGHT BEST BEFORE: SEE FLAP WEIGHT BEST BEFORE: SEE FLAP

360g e KEEP FROZEN 360g e KEEP FROZEN


The context: A 110 year old football brand
- the name could have been an anagram
of Goal!

The task: Our task is to build on the
heritage and history of the brand and
make it relevant in today’s cluttered and
very competitive sports marketplace.

The brand has been endorsed by some
of the most famous sports and rock stars,
including Noel Gallagher, Sir Alf Ramsey...
even Roy of the Rovers.

It was the footballers choice of boots
and latterly the sports persons choice of
footwear, whatever the sport from rugby
and football to shot putt and boxing!

Driving the truth and creating a new WWW.GOLA.CO.UK
opportunity: We are currently developing
the core brand proposition that will allow
the brand to be true to where it came
from, whilst allowing the brand to expand
into other areasof sportswear and sports
merchandise – making it ‘the’ cool sports
brand of choice.


We are confident in our
ability to change the
future of a brand.
The RedRoute And we are happy to put
challenge… that confidence to the test…


Do you instinctively feel
there is latent awareness
and affection for a brand
you own but haven’t
supported for some time?
Try test driving RedRoute!

The RedRoute
We shall start by asking the
first Seven of our Ten Key
challenge… Questions and present
you with an analysis of
what we believe needs
to be done to revive the
brand’s fortunes.


Test driving Back to basics – Ten key questions

RedRoute… 1) Analyse the brand’s history – where does it come from?

2) Analyse its marketing record – how was it sold?

3) Analyse its core market – why did they buy it?

4) Research the brand’s status – how remembered is it?

5) How might an equivalent market respond to it now?

6) How might other markets might respond to it now?

7) Rejuvenate the brand – what is its modern proposition?

8) Develop creativity from that proposition – what is its ‘voice’?

9) Develop this for pack/shelf/advertising – how does it look?

10) Research the ‘New Old Brand’ – what is the likely ROI?


Test driving RedRoute…

next exit

If you agree, If you don’t,
we are appointed you can drive away
under contract owing nothing


“In this bright
future you
can’t forget
your past”
B
ob Marley


RedRoute Agency - Old Product Development

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