Communication Brief NOYNOY EKLEKTO 2 Strategic Strategic Communication Target Primary target audience: mainstream dairy users, incl current NoyNoy users,

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Presentation transcript:

Communication Brief NOYNOY EKLEKTO 2 Strategic Strategic Communication Target Primary target audience: mainstream dairy users, incl current NoyNoy users, women AB years, progressive thinking, forward looking, open for embracing the taste of great dairy as it is meant to be for them and their families Secondary target audience: loyal EKLEKTO users & all dairy lovers Brand Marketing Objective Noynoy Eklekto range (milk, cheese, yoghurt) should after launch achieve in a year15% penetration in the Natural Authentic Dairy market Communications Objective Create 70% consumer awareness NoyNoy EKLEKTO range resulting in shopper purchase consideration of 40% in 2016 Consumer Insight Desire to provide family with healthy and unmodified nutrition, excellent and pure quality products, produced in a genuine way but living in a big city doesn’t access to such product offers. Reconnection with these products bring back the simplicity & the essentials to taste, health & wellbeing What do our consumers/shoppers think/feel/do/now? EKLEKTO being the fresher dairy has a rich taste that brings back memories from childhood. Authentic, rich and natural taste, small scale production. Local products ‘from the village’, of purest and highest quality because closest to nature. Feeling of reassurance & familiarity (flavour from the past). Connect with my roots (childhood, village life, grand parents,…). Consumers expect from NOYNOY to offer such propositions, because of its long tradition & heritage in the market, a brand I grew up with etc. On the other hand, currently NOYNOY is not capitalizing on Greekness and naturalness that are crucial elements for EKLEKTO What is the desired think/feel/do? NoyNoy brings unique, excellent range of rich, tasteful, nutritious & authentic dairy products with a twist of today

3 Strategic Single Most important thing to communicate Inspired by beauty of simple pure ingredients, made even richer by expertise of NOYNOY with a taste as you never tasted it before Reasons to believe Simple, natural ingredients, being the hero Not over-complicated, known recipes, with individual twist Enhancing the benefits that nature provides Personal NoyNoy touch brings unique taste experience Passion to put people back in touch with the basics and richness of simple things “Rough around the edges” / real Initial Media Channel Recommendations Lead channel TV Other channels: In store, digital, social media, experiential Brand Essence NoyNoy Building strong families/ The family is the centre the heart of our brand Noynoy Brand Personality NoyNoy Expert, genuine, caring, forward looking, credible, quality, trust Inspirational, craftsmanship, transparent, passion, progression. Brings NoyNoy into today’s dairy market (freshness, authenticity, Greekness) and an unquestionable proof of craftsmanship & inspiration

4 Mechanics Assignment To develop a appealing, outward and forward looking campaign able big idea, supported and brought to life by a differentiating communication campaign. We need to be different in our tonality look and feel compared to our biggest competitors Olympus and Delta. In order to bring this big idea to life, think through and evaluate relevant & differentiating touch points along the path to purchase. The big idea should be strong enough to be brought to life even without ATL & BTL communication Οι επικοινωνία σήμερα: