March 2010

Branding & Regional Communication Strategy for Legador Ocean Heroes

The assignment

Make Legador Ocean Heroes Pasta the most coveted regional brand combining fun with health ?

Basic Proposition

Take the pasta business initiative towards innovation

Define a creative route

Revamp the brand and create excitement

Position brand as leading regional player

THE CONSUMER ENGAGEMENT DYNAMICS

Understanding the industry

Industry dynamics

CommodityAbsence of evolved conceptNo value additionNo excitementClutteredMe too & private label dominance

Consumer Engagement

Low involvement decision making segment

Advertising influence on ‘Low Engagement’ purchase

Advertising is a Influencer It helps in aligning virtue, convenience, self branding into a self statement

Advertising is not PersuasiveIt does not lead to “it wouldn’t make me run out and buy it affect”

The advertising affect in changing ‘Consumer Engagement’

Advertising Leads to influence

Influence aligns with

virtue

Virtue converts low involvement

to high involvement, emphasizing

self statement

Self statement leads to

subconscious ‘beam

balance’ evaluation

Evaluation establishes

Mental Purchase Agenda

Illustration: Perrier /Evian bottled water; although the segment is similar to pasta industry i.e. commodity market, but still consumer prefers to align his/her personality with the virtues associated with Perrier (sparkling) or Evian (still) water. Thus the brands are market leaders in their respective segments.

The role of advertising

‘The feather affect on the beam balance of purchase evaluation process’

Achieved by

Character establishingRepeated exposureMnemonicUSPPoint of sale activationConsumer engagement

Character

Exposure

Mnemonic USP

Activity

Consumer Engagement

Target audienceChildren of all ages, mothers , peer group

Values & personality

Young and fun loving

Adventure of exploring world

Headiness of freedom

Explosive

Outgoing

Friendly

Key consumer insight

Kids : Food tastes better when it is fun I like my food to be different every day

I don’t like boring meals Mom :My kid is a troublesome eater, needs different things everyday

I want to be sure my child gets nutrition

Leverage the fact that children of all

ages are very IMAGINATIVE. No

matter what the age band, they

imagine, to them it is real

The big idea

“Your imagination is your only limitation”

The brand positioning platform

The creative rationale:

This line works equally well for mothers as well as for children.

For mothers we can sharp focus communication with recipes and competitions wherein ideas are exchanged .

For children we can run school promos .

Creative ideas

FREE TO BE MERoute 1

CREATIVE PLATFORM: 1 The use of a JINGLE In the voice / voices of the characters . this can be easily translated to tv, radio, print , posters & innovative media.

Especially in light of the 3 d animation , it will lend credibility and add drama to the brand

Sign off : FREE TO BE ME

CREATIVE PLATFORM: 2 Create an AUDIO BURR; A sound or sfx that will forever be associated with Legador ocean heroes. For e.g. Sound of the sea through a sea shell or the sound of waves .

Give names to the characters : e.g. sea horse called LOLLIE , dolphin called ANNABELL, octopus called CHARLIE etc

CREATIVE PLATFORM: 3 COOKING UP IDEAS This works for mothers as well as for children .

For mothers, its simply tasty recipes with Legador Ocean Heroes characters.

In the context of children we can lead in with puzzles , games , solve the mystery , video games etc depending on age targeted

OCEANS AND OCEANS OF FUN

Route 2

The creative platform

a’ JINGLE

The Jingle   His Italian mama took one look And said oh hello , here’s what we’ll

cook And pulled out all her pots and pans OOOHHH ! When we saw that away we

ran !!   But she dreamt of us all night and day And said I’ll make you some more like

them today We love to eat and eating should be

fun Who wants to eat a boring old bun !   So she poured and mixed and sang

along , And now in here on this earth , we do belong !!   Octopus and starfish To dream upon and cherish Dolphin and clownfish , Choose any & never feel foolish   You can soup us and sauce us dip us or poke us no matter what you do , you’ll be adventurous !!   SIGN OFF : LEGADOR OCEAN’S

HEROES:

“FREE TO BE ME”

There I was swimming happily in the sea ,

And one fine day I wanted to be Living in the land of do re mi   So I went to the queen of the very

deep Woke her up from a century of

sleep while she drank pearls from her

cup I said to her , I wanna go up   She looked at me as if she couldn’t

see What on earth I was meant to be !!   I swam away so no one saw my

tears But what do you know I was not alone with my fears.   I wiggled and woggled and

woggled again And found myself in a little hidden

den! There they were !! All sorts of

magical spells Elbows and butterflies and even

shells !!   So we swam and swam and made a

plan And made us a boat with an old

dishpan Waited till we saw a little boy Playing in the sea Who thought he found a shiny new

toy !!

21 GREAT IDEASThe execution

Execution ideas

I. Can be used as a track for TV and radio II. Can be illustrated into press ads , posters III. New media can use animation , e.g. : Web

, MMS, Pop ups etc

Execution ideas

IV. Jingle can be acted out V. Can do talent hunts in schoolsVI. At a later point can run contest to write in

with new song

Execution ideas

VII.VOX pop film, showcasing even celebrities, all saying “ I am having oceans of fun”

VIII.Press ads, visual rendition of same idea.

IX. Non traditional media to expose idea in all possible ways

X. Cinema halls to run same film.

XI. Posters in ice cream shops , burger shops etc

Execution ideas

XII.Create ring tones for mobiles

XIII. Screen savers , emails using visual idea

XIV. Run a pre –marketing contest campaign, saying, “are you having oceans of fun ?”

Execution ideas

XV.Create an icon/ logo that will be used extensively across media: e.g.: metallic finish sipper bottles, and all extendable merchandize options like T shirts, caps, wristbands, mouse pads

XVI. Create a wrist band with character , in sea blue finish, with the legend “oceans and oceans of fun”

Execution ideas

XVII. Involve schools to mobilize all children to participate in promos , so winners can be in the dolphinarium with a cinema star

XVIII. Engage colleges

XIX. Enthuse offices, corporate houses

XX. Activate video game parlor's

XXI. Take over bus stations, train stations, buses, trains, wrap them with the characters , use the legend “oceans and oceans of fun”

POWER OF INFLUENCING

In summary

The Power of persuasion

Only an idea big enough to encompass more than just the event, will have the power to make an impact for Legador the brand

The emotion of imagination goes beyond the tactical, one off idea.

It has the power to move people , to power them to think beyond the ordinary.

To make them believe

& how to persuade

Use it across mediaAcross timeAcross citiesAnd over the yearsThis is an idea that is campaignable.

“Finally it has the power to become a property that can transcend merely an event”

We look forward to be of service to you

Thank you