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Global Fanta Brand Vision Architecture

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  1. Global Fanta Brand Vision Architecture Luciana Feres - Global Group Brand Director, Sprite & Fanta, Sparkling Beverages Info.shoppermarketing@coca-cola.com

  2. FantaBrand Vision & Architecture

  3. BRAND AMBITION The business ambition BE THE DRIVING FORCE OF EARLY RECRUITMENT FOR TCCC SSDs AND GROW THE BUSINESS +50% BY 2020(vs. 2010) Our brand ambition TO BECOME EVERY YOUNG TEENAGERS FIRST ‘LIQUID LOVE’ Classified - Internal use

  4. MARKET TRUTH Category Insight BRAND IDEALS RULE! Competitive Environment BRANDS TEENS LOVE & PARENTS FEEL GOOD ABOUT Fanta competes against many categories in this sweet spot, from fruity beverages to other brands teens use their pocket-money to buy. Classified - Internal use

  5. CATEGORY INSIGHT: WHAT WE MEAN Private Label and B-Brands are knocking-off of our products at a fraction of the price. Wellness macro-trends continue to spur the growth of ‘more natural’ and ‘better for you,’ products e.g., stills with juice content. We need to deliver continuous product superiority. Our changeable formula allows us to continuously innovate for competitive advantage. But, we’re not playing to our full potential if we compete for product-share only. The right product is just the beginning. We must unleash the full power and scale of our brand to earn a greater share of the future. Fanta has to be a brand teens, and their parents, want to buy into. This approach makes us more resilient to price competition and/or new product offers. • Nike sells products people want to buy & a ‘winning performance’ ideal people want to buy into. • Apple sells products people want to buy & a ‘creativity’ ideal people want to buy into. Leading brands will increasingly compete to be agents of social change, helping construct a better world. Consumers will choose brands based on whether or not they share their ‘vision of the worldas it should be.’ • Toms sells a line of shoes that people want to buy because Tom’s business is really about giving shoes to people who need them. FROM: TO: A PRODUCT TO BUY AN IDEAL TO BUY INTO Classified - Internal use

  6. COMPETITIVE ENVIRONMENT: WHAT WE MEAN Our competitive set is BIG and BROAD. It includes direct competitors and in-direct competitors that teens spend their time on and use their pocket money to buy. • Direct Competition: e.g., other fruit beverages like Mirinda, Tango, Five Alive • Indirect (In-Store) Competition: e.g., gum, ice-cream, candy bars • Indirect (In-Life) Competition: e.g., movie theatres, videogames • Indirect (Iconic) competition: e.g., Wii, Sony PlayStation, Disneyland The most successful teen brands are ‘brands teens love and parents feel good about. We need to fan teen desire & earn parental approval to win. • Teen LOVE creates huge demand for brands. “We need to think beyond retention and frequency, which are mere behaviors. Leading brands measure commitment, delight and evangelism.’ -- Gallup Organization • Parent approval (and frequent financing) enables huge sales. Parents don’t want their teens spending money on things that aren’t good for them, e.g., food & beverages that are seen as unhealthy or brands that sell sex, drugs or violence. They don’t want their teens ‘growing up too fast.’ They strongly influence their teens’ independent choices and heavily influence household choices as Primary Shoppers. NOT TEEN LOVED TEEN LOVED/PARENT APPROVED NOT PARENT APPROVED JUICE BOXES FRUITY SPARKLING & STILL BEVERAGES FRUITY ENERGY DRINKS (Rockstar, 4 Loco) GUMMY FRUIT BEARS SKITTLES CHOCOLATE BARS NICK Jr. (Dora the Explorer) DISNEY XD (Suite Life on Deck) HBO (True Blood) BARBIE Wii DANCE HALO Classified - Internal use

  7. PEOPLE TRUTH Human and Cultural Context PLAY MATTERS Target Insight TWEEN & TEEN ‘WISHFUL PLAYERS’ 12-15 year olds who need to play for their Development. And 8-11 years old Tweens, who we communicate with through their older siblings and parents Classified - Internal use

  8. HUMAN AND CULTURAL CONTEXT: WHAT WE MEAN Society sees teenage play as a frivolous activity. Something that can and should be set-aside for important things. As a result, play often gets squeezed out of teenagers’ everyday lives. New science proves that play is a biological human need that’s as important to teens’ healthy development as sleep. Play enables a better life: A life with play enables: Trust, curiosity, exploration, perseverance, mastery, emotional regulation, contextual memory, imagination, creativity, innovativeness, adaptability, flexibility, personal intimacy, friendship, anger management, empathy and stress management. Play gives teens a sense of belonging and helps uncover their innate talents. • A life without play: Impairs trust, diminishes the desire to explore, diminishes perseverance, impairs the internal narrative, lessens agility and motor control, narrows cognitive ability, creates rigidity in problem solving, lowers the threshold of addiction, impairs emotional regulation, impairs management of aggression and impairs the ability to manage stress. “Humanity has advanced, when it has advanced, not because it has been sober, responsible and cautious, but because it has been playful.” - Tom Robbins FROM: TO: THERE’S NO TIME TO PLAY PLAY IS A VITAL PART OF EVERYDAY TEEN LIFE Classified - Internal use

  9. TARGET INSIGHT : WHAT WE MEAN 12-15 Year old ‘Wishful Players’ who need to play for their development and future success. Younger Tweens (8-11) emulate older-teen play patterns. They are: • Carefree, like to enjoy life and avoid routine and responsibility where they can • Impressionable and very concerned with personal style and image • Seeing relationships as important with a dose of ‘social aspiration’: being popular, having good friendships, feeling connected and in the midst of it all • Beginning to have busy lives – school work for the first time, active at sport and forming friendships • Showing the first signs of independence / growing up and are embracing this with excitement • Engaged with digital media and are primarily using it for entertainment and relaxation purposes • Common connection platforms include: Gaming, Sports participation and fitness, Fashion, Theme parks, Music Teenagers need to play in specific ways. This play can happen in real life or virtually. It can be structured or un-structured. ‘Social Play’:Enables friendship and personal intimacy (e.g., Wii or virtual tag) ‘Hard Play’:Enables contextual memory, motor skills, anger management and empathy for others (e.g., Running an obstacle course or playing a video game) ‘Celebratory Play’: Enables trust and a sense of belonging between family, friends and community (e.g., A virtual party or a live music festival) ‘Object Play’: Enables creative thinking, problem-solving, perseverance, adaptability and mastery (e.g., virtual game play or building a model) FROM: TO: GENERIC FUN TEEN-SPECIFIC PLAY Classified - Internal use

  10. BRAND TRUTH Consumer Benefits ACTIVATES YOUR PLAYFUL SIDE EVERDAY Product and Brand Equities A PLAYGROUND OF SENSORY AMAZEMENT An enthusiastic, less serious attitude. Many tweens first soft-drink– always social. Fanta’s animated world and characters. Fanta splash bottle. Fanta logo. Continuous formula improvement – delicious fruity taste that’s always superior to competition, always bubbly, Fanta Orange , all natural primary colors, less artificial(no caffeine, no preservatives). Classified - Internal use

  11. PRODUCT & BRAND EQUITIES: WHAT WE MEAN IMPORTANT NOTE: This section of the BVA is meant to be read from the bottom-up. Starting with Product & Brand Equities and moving up to Consumer Benefits. (Think of it this way, if we stand for certain equities and bottle certain intrinsics, what benefits do our drinkers enjoy when they experience our brand?) What Does ‘A Playground Of Sensory Amazement’ Mean? • Playground: Open, universal, co-created and inviting to anyone who wants to join. • Sensory: Our product tickles all five senses. Smell. Taste. See. Listen. Feel. Your senses are immersed in Fanta and the Fanta World. • Amazement: Fanta will be an ever-evolving thrill that keeps consumers coming back for more. Continuously innovating and championing play in a way that inspires the world. We must continue to remind audiences of our delicious taste and capture the magic in our drinking experience that gets better the more you drink. While ‘More Natural’ product attributes remove barriers to purchase and consumption. ‘More Natural’ is/will never be the sole the reason Teens love Fanta. We must equally strive to communicate our more emotional benefits. Our social and irrepressible spirit. Our enthusiasm. Our desire is to positively impact people’s lives by creating communities where play matters. IS NOT IS NOT CARBONATED JUICE LIQUID CANDY FUNCTIONAL BEVERGE (i.e Vitamins) FLAVORED WATER INTENSLY CARBONATED STILL PALE FLOURESCENT Classified - Internal use

  12. CONSUMER BENEFITS: WHAT WE MEAN Fanta creates more play in the world by activating teenagers’ playful sides, everyday. Fanta is always an invitation to play more. Here are some of the roles we could play: • Fanta invites you out to play (brand as peer) • Fanta makes meals more playful (brand as enhancer) • Fanta triggers play (brand a instigator) • Fanta makes other activities more playful (brand as amplifier) • Fanta is your passport to play (brand as access to experience) • Fanta symbolizes play (brand as badge that attracts others) • Fanta brings you play (brand as surprising experiences or content) • Fanta champions play (brand as advocate) • Fanta quorums play (brand as social connector) • Fanta gives play purpose in your community (brand as change-agent) FROM: TO: BEVERAGE CATALYST Classified - Internal use

  13. BRAND VISION CREATE MORE PLAY IN THE WORLD FROM: TO: A LINE OF FLAVORED SODAS ICONIC CHAMPION OF A MORE PLAYFUL SOCIETY Classified - Internal use

  14. BRAND VISION: WHAT WE MEAN It’s time to liberate the true potential of the Fanta brandby getting serious about PLAY. • Play is big business worldwide: video gaming ($70B), amusement ($23B), youth entertainment companies (e.g., Disney $23B) and sports companies (e.g., Nike & Adidas $26B) all projected to grow. • Play science is near the tipping point. Society will soon know that play is not frivolous. That play is a biological human need. That particular types of play enable the healthy development and future success of their teenagers. We are on the forefront of this macro-trend. Let’s ride the wave! • The world’s most innovative companies are championing play because play fuels creativity. Their playful practices are starting to get worldwide attention (e.g., Google and Facebook). • The world’s leading brands will increasingly compete to be agents of social change, helping construct a better world. Our ‘Play with Purpose’ program lives the values of Fanta and benefits the teenagers, customers and communities we serve. FROM: TO: TALKING ABOUT PLAY LIVING PLAY – SAY, BE, DO Classified - Internal use

  15. PERSONALITY & CHARACTER Brand Archetype FANTA IS A JESTER BRAND Personality & Character SPONTANEOUS, ENTERTAINING, COMEDIC, INNOVATIVE Classified - Internal use

  16. PERSONALITY & CHARACTER: WHAT WE MEAN To help clarify the personality and character of our brands, TCCC has become fluent in the visual and verbal language of archetypes. Archetypes are elemental human stories that have stood throughout human history, in every corner of the globe. Fanta best aligns with the archetype of the Jester. Jester Brands play very specific roles, they: • Injects mirth and laughter into the world • Help us lightenup and laugh more • Challenge us to be freer, less self-conscious • Invite us to be playful, spontaneous, quirky, impulsive • Enjoyment is their bottom line, comedy is their gift • Like bright, stimulatingcolors The Jester brand motto: “Laugh and the world laughs with you.” PERSONALITY IS IS NOT JACK BLACK / JIM CAREY “JACKASS” MAINSTREAM / POSITIVE SLAP-STICK / OFFENSIVE SARCASTIC / MEAN SPIRITED Classified - Internal use

  17. BRAND IDENTITY SYSTEM Brand Design Principles 1. Playful 2. Genuinely Fruity 3. "Own Orange" Sensorial, Natural, & Colorful Classified - Internal use

  18. BRAND IDENTITY SYSTEM: WHAT WE MEAN As a leader in its category, Fanta is often copied by competitors. Shortly after Fanta introduced its latest visual identity system, many brands followed with similar iconography and design principles. While we can’t control the competition, we can continue to evolve and ensure that our ideas and executions are as proprietary-Fanta as possible. Fanta's visual identity will continue to remind moms and teens what makes Fanta truly unique — that great taste and feeling of “sensory amazement” that bursts from a playful, imaginative spirit. Therefore, Fanta's brand identity follows three key design principles: • PLAYFUL - The Fanta landscape - a playground of sensory amazement - is created using elements that have a playful sensibility. This includes incorporating unexpected ways to communicate product attributes, as well as connecting back to youth culture. • GENUINELY FRUITY - Fanta is known for its bold fruity taste. Incorporating natural elements that are realistic and ownable communicates that Fanta is fresh and natural, never artificial. • "Own Orange" - In almost all markets, Fanta's Brand heritage is strongly tied to the color orange. To reinforce this, and to create a strong shelf impact, our communications are predominantly orange. The Fanta identity is the totality of all touchpoints (media, platforms, channels). Those who come into contact with Fanta will experience its identity, which influences their opinion. Central to all touchpoints will be Fanta's defining - or core - elements, the visual keys that create an integrated, distinctive and differentiated brand. LOGO SPLASH BOTTLE (PET) Fanta Orange PMS 151C Leaf Icon Fruit Depictions SPLASH BOTTLE ICON The Fanta Crew Classified - Internal use Typography

  19. As ARCHETYPE: Jester PERSONALITY & CHARACTER: Spontaneous Entertaining Comedic Innovative BRAND IDENTITY SYSTEM 1. Playful 2. Genuinely Fruity 3. "Own Orange" Sensorial, Natural, & Colorful : BRAND VISION CREATE MORE PLAY IN THE WORLD MARKET Category Insights Brand Ideals Rule! Private Label and B-Brands are knocking-off our products for less. Wellness trends are spurring growth of ‘better for you’ products. Product superiority is a must have but we can’t compete on the product-level only. We must unleash the full scale of our brand to earn a greater share of the future. Let’s give them a product they want to buy & a ‘brand ideal’ they want to buy into. This approach will make Fanta more resilient to price and new product competition. Competitive Environment Brands Teens Love & Moms Feel Good About Fanta competes against many categories in this sweet spot, from fruity beverages to other brands teens use their pocket-money to buy. BRAND Consumer Benefits Activate Your Playful Side Everyday Product and Brand Equities A Playground of Sensory Amazement An enthusiastic, less serious attitude. Teens ‘first’ soft-drink. Always social. Fanta’s animated world and characters. Fanta splash bottle. Fanta logo. Continuous formula improvement – delicious fruity taste that’s always superior to competition. Always bubbly, Fanta Orange , all natural colors, less artificial, no caffeine, no preservatives. • “Humanity has advanced, when it has advanced, not because it has been sober, responsible and cautious, but because it has been playful.” - Tom Robbins PEOPLE Human & Cultural Context Play Matters Society sees teenage play as a frivolous activity, something that can and should be set-aside for important things. As a result, play often gets squeezed out of teenagers’ everyday lives. New science proves that play is a biological human need that’s as important to teens’ healthy development as sleep. Play enables a better life. . Target Tween and Teen ‘Wishful Players’ 12-15 year olds who need to play for their Development. & 8-11 years old Tweens, who we communicate with through their parents. AMBITION Business: Be The Driving Force Of Early Recruitment For TCCC Sparkling And Grow The Business +50% By 2020 Brand: To Become Every Young Teenagers First ‘Liquid Love.’ Classified - Internal use

  20. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com