Packaging That Sells Moosehead Presentation 2015
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Moose Light Radler | Making the right packaging connection
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Packaging That Sells Moosehead Presentation 2015
- 1. Moose Light Radler l Making the right packaging connec4on
- 2. client perspective Moosehead Brewery and Moose Light Radler
- 3. P Moosehead Breweries • Located in Saint John, New Brunswick, Canada • Canada’s oldest independent brewery • Sixth genera4on family-‐owned and operated • Retraces its roots to 1867 • Currently distributed in 14 countries around the world • Produces, markets and/or sells over 30 brands across Canada
- 4. P background • Beer consump4on in Atlan4c Canada has been on the decline • Beer consumers are becoming increasingly experien4al, sampling and experimen4ng with new categories and styles • Moosehead plays a unique role in Atlan4c Canada and competes directly against major global compe44on • Moose Light strategically launches flavored line extensions annually– this strategy would be con4nued with the launch of an incredibly refreshing, flavourful Radler-‐style product for the Summer 2015 season 4 4
- 5. P defining the opportunity The challenge was crea4ng an iden4ty for Moosehead’s new Summer product for Atlan4c Canada, keeping in mind the following: • Produce a modern, dynamic and interes4ng packaging & POS design for MLR that will appeal to the experien4al drinker • Packaging design must leverage the equity and connec4on to Moose Light, but should also communicate the uniqueness of the product 5 5
- 6. P considera4ons • Taking into account the Moose Light target demographic and market considera4ons, the brand name “Moose Light Pa4o Radler” was selected as the product working 4tle • Highly seasonal product—launch 4ming is developed to fully leverage key Summer consump4on period (May – September) • Monthly retail promo4on would be planned in all three relevant markets • Aggressive tas4ng plans would be executed to support the brand launch 6 6
- 7. P innova4on at Moosehead • Innova4on is key to con4nued growth • Innova4on must: ü Be based on a real need ü Truly push boundaries ü Increase transac4onal price or appeal to a new market ü Relate to large scale trends or insights ü Taste really, really good
- 8. P understanding global trends • Trends last at least 10 years and simply cannot be ignored • For every trend there is a counter trend that ocen offers untapped opportuni4es • When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al • Fads when underpinned by a mega-‐ trend are a good way to maintain interest Source: Datamonitor Source: Hazelton
- 9. P global trends: Moose Light Radler • Trends last at least 10 years and simply can not be ignored • For every trend there is a counter trend that ocen offers untapped opportuni4es • When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al • Fads when underpinned by a mega-‐ trend are a good way to maintain interest Source: Datamonitor Source: Hazelton
- 10. P Our brief format !!Marketing!Brief! Project:! Click!here!to!enter!text.! Date:! Click"here"to"enter"text." Brand:! Click"here"to"enter"text." In!Market!Date:! Click"here"to"enter"text." Market(s):! Click"here"to"enter"text." Budget:! Click"here"to"enter"text." ! " WHAT! WHAT!DO!WE!WANT?!!! WHAT!ARE!THE!OBJECTIVES:! ! ! QUALITATIVE:"" " QUANTITATIVE:" WHAT!IS!THE!SINGLE!MOST!IMPORTANT!IDEA?!! ! WHY! WHY!ARE!WE!DOING!THIS?!!DESCRIBE!THE!PROBLEM.!!! WHY!WILL!THEY!BELIEVE!OR!CARE?!!DESCRIBE! THE!INSIGHT.! ! " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! OW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! !
- 11. P Our brief format 1" " WHO! WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:! ! THINK:!! FEEL:!!! DO:! HOW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!! ! ! ! ADDITIONAL!NOTES!THAT!WILL!GET!TO!GREAT!WORK:!!! ! Reviewed"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Approved"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date." Last"Updated"By:" Click"here"to"enter"text." Date/Time:" Click"here"to"enter"text." "
- 12. designer perspective Moose Light Radler
- 13. Think Blink Process Deliver r e s u l t s PHASE 3 Implementa4on Measurement Design c r e a 4 v e PHASE 2 Turning strategic vision into reality Define s t r a t e g y PHASE 1 Audit & informa4on gathering Consumer & business insights Alignment
- 14. research & innovation understanding the market
- 15. P • Highly refreshing, excep4onally seasonable beer-‐based mixed drink • Hugely popular in Eastern Europe, and moving through North America with the emergence of several new market entries • Radlers represent a huge opportunity for experien4al consumers, looking to try not only new beer styles, but embracing non-‐tradi4onal beer alterna4ves. • Radlers are historically a 1:1 or 3:2 beer mixed with soda, juice or lemonade • Ours is developed using a 85 beer/15 juice split • Ours is brewed to 4% alc/vol. • Fruit juices used: Grapefruit (primary flavour) as well as grape & lemon juices phase 1 define l what is a radler?
- 16. 16 phase 1 define l what is a shandy?
- 17. 17 phase 1 define l what is a cider?
- 18. 18 phase 1 define l what is a radler?
- 19. 19 phase 1 define l how to innovate?
- 20. 20 phase 1 define l how to innovate?
- 21. 21 mood boards determining the creative direction
- 22. 22 phase 2 design l mood boards
- 23. 23 phase 2 design l mood boards
- 24. 24 creative exploration narrowing the focus through collaboration
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- 36. 36 creative refinement choosing the right option
- 37. 37 phase 2 design l design refinements
- 38. 38 phase 2 design l design refinements
- 39. 39 phase 2 design l design refinements
- 40. 40 creative execution ensuring a coherent design
- 41. 41 phase 3 deliver l final art: packaging
- 42. 42 phase 3 deliver l final art: POS
- 43. 43 phase 3 deliver l final art: OOH
- 44. 44 phase 3 deliver l final art: graphic standards
- 45. P launch strategy • Eliminate Risk • “Radler” is an unknown term – create mystery and build demand prior to launch
- 46. P • Know where your target gets engaged • Focus on social media, leveraging consumer generated content and ‘megaphone’ posi4ve word of mouth • “Try it & Report Back!” launch strategy
- 47. P • Believe we can grow the beer category • New products appeal to new consumers – prepare to embrace and market to non-‐beer consumers launch strategy
- 48. P • Mul4-‐channel execu4on • On and Off-‐premise promo4onal ac4vity • Tradi4onal and social media focus • Point of sale and educa4onal support • Public rela4ons out-‐reach • Tas4ng sessions with key influencers launch strategy
- 49. P results • Moose Light Radler has been the most successful brand launch in relevant markets in over ten years • Over-‐achieved target 5X • Has helped to grow a historically mature beer market • Has resulted in compe44ve pressure and new offerings from major compe4tors • Immediate SKU prolifera4on to include cans • Currently defining Na4onal poten4al and flavor extensions
- 50. P • The crea4ve and collabora4ve design process between Moosehead and Shikatani Lacroix on the Radler project produced innova4ve, out-‐of-‐the-‐box design thinking with less revisions, ensuring faster speed to market. • The final result produced a final iden4ty and design that delivered beyond expecta4ons and forged a strong partnership between client and agency, leading to further design projects. 50 collabora4ve partnership
- 51. P more ini4a4ve
- 52. P
- 54. THANK YOU