Skoda  “The Czech manufacturer has gone from motoring joke to huge success story in just a few short years”  How?

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Presentation transcript:

Skoda  “The Czech manufacturer has gone from motoring joke to huge success story in just a few short years”  How?

Funny, little Skodas

Lee Jeans  Where was the big brand idea found?

Buddy Lee

EDS  What was the strategic challenge?  How did they solve it?

Herding Cats

Conventions  Of Representation  Of Medium  Of Product experience

INTRODUCING VEGEMITE

Situation  Vegemite is more popular in the world than peanut butter.  Americans have never tried it.  Kraft Foods owns Vegemite.  Kraft Foods loves making money  Kraft Foods wants you to figure out how to make Vegemite a HUGE hit in America

Vegemite history  Invented 1922 by Dr. Cyril Callister. He had the task of developing a spread from the used yeast being dumped by breweries.  Vegemite is one of the world’s richest known sources of B vitamins thiamine, riboflavin, niacin and folic acid.  Sales took off in 1939 when Vegemite was officially endorsed by the British Medical Asssociation as a rich source of B vitamins.  Rationed in Australia during World War II it was included in Australian Army rations and by the late 1940s was used in nine out of ten Australian homes.  Vegemite is produced by Kraft Foods in Melbourne.  Over 22 million jars per year.  The billionth jar of Vegemite was produced in October 2008

Some Advertising History   We're happy little Vegemites As bright as bright can be. We all enjoy our Vegemite For breakfast, lunch and tea. Our Mummies say we're growing stronger Every single week Because we LOVE our Vegemite. We all ADORE our Vegemite. IT PUTS A ROSE IN EVERY CHEEK! We're growing stronger every week!

More Advertising History  

Name everything good about Vegemite

What do Americans think about Australia?

Name everything negative Vegemite

How might Americans use Vegemite?

Why do you think Australians LOVE Vegemite?

What do you advise Vegemite to do to become successful? Product

What do you advise Vegemite to do to become successful? Price

What do you advise Vegemite to do to become successful? Place

What do you advise Vegemite to do to become successful? Promotion

Write a positioning statement for Vegemite

What’s the BIG IDEA for Vegemite?

Let’s write the creative brief What do we want the advertising to do? Who is our target? What do they currently think? What would we like them to think? What is the single most compelling promise we can make them? How do we make it believable? Is there anything else worth considering that may get to great creative work? Are there any executional mandatories?

Big Idea of the Day