leveraging the brand essence for an iconic & lovemark brand - nestle

Qualitative 360 Europe 2014

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Strictly Confidential - Feb 20th, 2014

Leveraging the brand essence for an iconic & love-mark brand


https://www.youtube.com/watch?v=8Ijk3nepXmM


2 Aspects of being «legendary»:

1. Extremely well-known; famous 2. Transferred from generation to generation

Source:www.thefreedictionary.com


ME MY SON MY MOM MY GRANDMOM

Born in 1979 Born in 2008 Born in 1953 Born in 1924

from 1990 from 2014 from 1966 from 1933

Favorite brand of generations...


Today’s topics:

1.Risk of interpreting the data and the magic of listening to consumers.

2. The challenge in creating new ideas for iconic brands 3. Generating WOM in digital, through big brand ideas.


DAMAK Free Associations

Pistachios

Whole/large pieces of

pistachios Packaging

White color

Classic

Unique Consistent quality & pack

Childhood memories

Combination of white & green

Classy

Different

Gusto/ delicacy-’damak tadı’

High quality

‘my father used to bring it home’

All to myself

With coffee

Source: Sever Impeks Consultancy, 2007


DAMAK Brand Personality*

Proper, knows how to behave, mature

Well-educated, well-rounded, has refined taste

Principled, trustworthy, consistent, self-confident, sophisticated

Articulate, plain, simple, clear, convincing, strong

Admirable, attractive, mysterious, well-groomed

Contemporary, modern but also classic, has roots from the past

Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile

Source: Sever Impeks Consultancy, 2007 * Collage done by participants.


Most premium retail chocolate

Average Price Index (kg)

Source: AcNielsen, 2013 Full Year


DAMAK consumption is AB SES skewed.

Source: IPSOS Household Panel 2013 Full Year


How about the consumer ?


Key points from the consumer portait*

Source: Consumer Portait Visits

Young adults, who appreciate finer things in life.

Very optimistic about their future.

They like to be known as selective and they believe that they are

distinguished.

Real chocolate lovers and are ready to pay more for DAMAK.

Average income is between 1.000-1.500 TL/month.

Have never been to abroad, their dream is to go to Paris in the future.

* Pictures are representatitve.


Dream of DAMAK Consumers: Go to Paris with their beloved ones...


5 Criteria of an Iconic Brand

1. Design

2. Shape

3. Color

4. Logo

5. Appetite Appeal

Source: Roman Klis Design


Leverage the inherit values...

Brand Essence: « The Legendary love of chocolate and pistachio»

Brand Ques:

White

Unique font and special use of Green

Square pack

Pistachio


The idea came !!! An internal workshop, May 2013.


Teaser period of 1 week...

damak tvc subtitle-teaser.mp4


80th Year Film after the teaser...

damak tvc subtitle.mp4


Results...

Source: IPSOS BHT, Dekathlon Social Listening

- 36.430 tweets during campaign. - 74% of the tweets were with DAMAK branded

content during teaser. All organic. - 0.1% negative tweet.

- 70.000 new fans. (almost doubled the base) - Engagement rate: 0.95%.


Then came the St Valentine’s Day

Damak Sevgililer Gunu TVC_Subtitle.mp4


Last words:

1. Don’t be too much data freak. Simply talk to your consumers. 2. Always inspire by the brand essence

3. If you really have a big idea, things are easier to spread over.


Thank you...

Qualitative 360 Europe 2014

Silver Sponsor Gold Sponsor

Supported by

Organised by

leveraging the brand essence for an iconic & lovemark brand - nestle

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