slims presentation- ad brief
TRANSCRIPT
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Task
And to give new look
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Afia Sadia Ovais SyedAmjadHussain
Teamwork is our strength
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Product SLIMS
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Introduction
Slims was introduced in 1970 by Mr. SyedIbn-e-Hassan Shah.
They developed a product after the market
insight that people here love spicy food hencethey will like spicy snacks too such as chilichips.
In 1970 there was no concept of snacks, hencewith the introduction of Slims crisps becamea popular snack.
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Introduction ( continue)
The product was Mass Marketed and subsequentlyreceived a splendid response
Everybody liked these unique spicy flavored crisps.Since beginning, the prime focus of Slims was to deliver
a quality product, catering to the spicy taste buds ofconsumers.
The product came in a transparent plastic pack withthe label of Slims, however the packaging has changed4-5 times in these 3 decades for various reasons.
Currently, Slims come in a pearl-white, non-transparentpackaging to protect it from air / sunlight and to ensurethat the quality remains at its best.
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PRODUCT
Slims : Fiery chilli chips made from afghan and
Pakistani potatoes and contain no artificial
preservatives. Slims are available in packets
priced between five rupees and Rs35
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Core Target market -Agegroup : 13- 19
Likes to eat spicy stuff
Middles tier
Enjoys eating snacks and having fun time withfriends
Secondary target market are people in the 20sand 30s who have grown old eating slims with anemotional attachment to it.
Target market
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No efforts are made in branding the productdespite its excessive popularity and this hasled to many me too products in the market.
Real crisps came up with a crisps similar toslims in taste and by the name twitch.
Bakeries are also making their own slims like
crisps. Besides this, there are myriad ofcounterfeits available in the market place too.There is strong need to brand slims.
Brand Profile
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Where that ad will publish?
30 mins tvc :
The TVC be aired on the top rated channels Mainly between soaps
Morning shows
Reality showsNewspapers:
English and Urdu newspapers including Jang
and express , dawn etc
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Conti
Billboards
Near schools and other popular spots of youth
Near open roof restaurantsRadio
The jingle be played on radio as well
Time 7-9 pm Youth shows
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Facebook
Identify new usage competition where peoplewill be asked to send in their slims recipes.
Winner will get cuisine dinner at a good desi
restaurant It is based on insight thatconsumers are using
slims with daal, maggi and soups.
In this way new product usage will be identified
Competition of making online Slims BrandAmbassadors
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Communication objectives
The objective of the campaign is to brand the real Slims as they are thepioneers in the fiery chips category and even today their taste isunsurpassed by the me too brands in the market.
Branding slims will add to the brand equity and the market share shallincrease. With branding we aim to increase its awareness which is the mainobjective while also increasing the brand recall amongst old loyal
customers who have an emotional attachment with this product. The ad focuses on benefits of slims based on consumer insights. One
benefit is that it is added to meals to get a more spicy taste. People likeeating it with soups, noodles and other dishes like daal chawal . Thecampaign also focuses on whether you have it alone or with friends itenhances your taste buds with its unique irresistible taste
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Communication vehicle strategy
TV spots, 30%
Magazines,
20%
Billboards,
20%
Posters and
flyers, 5%
In storedisplays, 15%
Distribution of
free samples,
10%
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Brand promise
The brand promise of slims is its unique taste
which shall be shown in the ad to be
irresistible and loved by the youth.
Advertising appeals: Youth appeal , slice of
life appeal and music appeal .
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Story Board
The ad will portray youth from the middle tier particularly collegestudents as they are the primary target market for the brand. Thead starts with focusing on a group of friends who are engrossed instudying but one girl is disinterested and she distracts everyone bytaking out a pack of irresistible fiery slims the sight of which temptsthe studying group to snatch it from her and enjoy for themselves.The next clip shows a boy and girl who are displeased by the mealat home but then this idea clicks the girl to add slims to the meal toenhance its taste after which the boy is also tempted to have themeal and tries to snatch it from her for the love of slims in themeal. Lastly in the TVC two girls are shown enjoying the taste of
slims. The ad incorporates a really catchy Jingle throughout the adwith the tag line Mazay main zaroori hai Slims Slims Slims
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Billboard Add