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Skoal Case Study For Prestone
- 1. how do you make the brand... worthy of the man?
- 9. Skoal brand architecture: painting the target
- 11. building the bridge BRAND CHARACTER what are the brand’s motives, ethics and vision? CONSUMER NEEDS / VALUES what is important to the consumer? how can the brand make them feel? what is the soul, the essence of the brand? brand idea SKOAL. UNITING DIPPERS OF AMERICA BRAND ASSETS what does the brand do? what are it's key assets and capabilities? BRAND BENEFITS what can the brand do for its consumer? what can the brand do for its consumer? 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-friendly adaptable committed to making good stuff smarter than smoke understanding & supportive creative masters of our craft
- 12. the benchmark championing the community what next? choices options originator balanced alive optimistic 100% American celebration the hunt play by the rules, kinda possibilities strength in numbers invitation SKOAL: UNITING DIPPERS OF AMERICA fearless leader rich in flavor game on fraternal unspoken bond for the love of dip respect diversity catalyst
- 19. POS
- 20. print ads
Notes de l'éditeur
- This is where we obliquely kill the question: can these damn Yankees connect with good ‘ol boys. For the PITCH: I want to set up the straw man: short video of Jeff Foxworthy one liners, Smokey & the Bandit, Dukes of Hazzard. Even venture into the dark side: the squeal like a pig bit from “Deliverance.” Then we concentrate on the core values that make these people who they are. Data to support: God Family, country, honor etc. A perspective that sets up the possibility that, by associating the brand with the best attributes of CD county culture, can make the brand an embodiment of values that are highly ASPIRATIONAL to future urban smokers….