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Coco Pops Choco Krispies Vote

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Information about Coco Pops Choco Krispies Vote

Published on March 21, 2009

Author: marktylerb

Source: slideshare.net

Description

Presentation of first APG gold winner to use the internet I think.
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Making Friends with Coco Pops Mark Brown - Planning Director Leo Burnett

The Story The Background The Planning bit What we saw Making friends with kids The pitfalls The solution The brief The Final Picture The moral of the story

The Background

The Planning bit What we saw Making friends with kids The pitfalls The solution The brief

The Final Picture

The moral of the story

Once Upon a Time...

Until One Bleak Day...

Until One Bleak Day...

Until One Bleak Day...

 

Then One Day...

 

Percy?

Percy Planning takes a peek…

The situation... Coco Pops had been a huge success creating a new category Europeanisation had led to watering down of a very strong UK brand European focus on Nutrition - disconnect with fun kids brand The planning bit

Coco Pops had been a huge success creating a new category

Europeanisation had led to watering down of a very strong UK brand

European focus on Nutrition - disconnect with fun kids brand

The situation changed The people changed at client and agency We could now re-think the strategy and take a fresh look The planning bit

The people changed at client and agency

We could now re-think the strategy and take a fresh look

What we saw Choco Krispies copy had got too worthy and nutritionally focussed We know that Coco Pops has greater saliency, is more fun The planning bit

Choco Krispies copy had got too worthy and nutritionally focussed

We know that Coco Pops has greater saliency, is more fun

What we saw Choco Krispies copy had got too worthy and nutritionally focussed We know that Coco Pops has greater saliency, is more fun And fits the song better The planning bit

Choco Krispies copy had got too worthy and nutritionally focussed

We know that Coco Pops has greater saliency, is more fun

And fits the song better

The name can change back The challenge for planning -rebuild the franchise If we are to change back the name we must bring back the consumers We have to be fun again The planning bit

The challenge for planning -rebuild the franchise

If we are to change back the name we must bring back the consumers

We have to be fun again

In short we have to find out how we could re-engage 7 & 8 year old kids with the Coco Pops brand It is rather like becoming friends again The planning bit

In short we have to find out how we could re-engage 7 & 8 year old kids with the Coco Pops brand

It is rather like becoming friends again

What makes a good friend? Kids like their friends AND kids like their parents But friends are generally more fun What is the difference that makes friends more fun? The planning bit

Kids like their friends AND kids like their parents

But friends are generally more fun

What is the difference that makes friends more fun?

The research Telephone conversations with 7 & 8 year old friends of niece Caitlin What do they like/dislike about their friends and their parents? The planning bit

Telephone conversations with 7 & 8 year old friends of niece Caitlin

What do they like/dislike about their friends and their parents?

Friends are people who.. The planning bit

Friends are people who.. you can trust The planning bit

you can trust

Friends are people who.. you can trust listen and care about what you think The planning bit

you can trust

listen and care about what you think

Friends are people who.. you can trust listen and care about what you think don’t treat you like children The planning bit

you can trust

listen and care about what you think

don’t treat you like children

Friends are people who.. you can trust listen and care about what you think don’t treat you like children Coco Pops has to demonstrate this The planning bit

you can trust

listen and care about what you think

don’t treat you like children

Coco Pops has to demonstrate this

But.. You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals The planning bit

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

But.. You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals The planning bit You have to do it.

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

But.. You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals The planning bit You have to do it. You have to enter into a relationship.

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

Building a relationship We have to listen and care We have to trust We have to treat them as equals The planning bit

We have to listen and care

We have to trust

We have to treat them as equals

Problems of talking to kids directly You can’t mail or speak one to one The authority figure gets in the way Not behaving truly like a friend The planning bit

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

Problems of talking to kids directly You can’t mail or speak one to one The authority figure gets in the way Not behaving truly like a friend Unless? The planning bit

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

Unless?

Problems of talking to kids directly You can’t mail or speak one to one The authority figure gets in the way Not behaving truly like a friend Unless? Get the kids to speak to you! The planning bit

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

Unless?

Get the kids to speak to you!

The name change gives us a great opportunity The planning bit

The name change gives us a great opportunity Let the kids decide The planning bit

Let the kids decide

The name change gives us a great opportunity Let the kids decide Give them a vote The planning bit

Let the kids decide

Give them a vote

The name change gives us a great opportunity Let the kids decide Give them a vote Get them to respond, to talk to us directly The planning bit

Let the kids decide

Give them a vote

Get them to respond, to talk to us directly

The name change gives us a great opportunity Let the kids decide Give them a vote Get them to respond, to talk to us directly Get them to re-start the relationship The planning bit

Let the kids decide

Give them a vote

Get them to respond, to talk to us directly

Get them to re-start the relationship

Which way would they vote? Would they vote at all? The planning bit

Which way would they vote? Would they vote at all? Went to Kidscope school Omnibus to check out parents The planning bit

Went to Kidscope school

Omnibus to check out parents

Which way would they vote? Would they vote at all? Went to Kidscope school Omnibus to check out parents Indicated High interest & involvement Clear preference for Coco Pops The planning bit

Went to Kidscope school

Omnibus to check out parents

Indicated High interest & involvement Clear preference for Coco Pops

The brief Role: Create a dialogue with kids, re-engaging them with what is to be their brand Single important message: Use your vote! Other thoughts: Create election fever for kids Use TV, PR, Freephone number & Website The planning bit

Role: Create a dialogue with kids, re-engaging them with what is to be their brand

Single important message: Use your vote!

Other thoughts: Create election fever for kids Use TV, PR, Freephone number & Website

 

Web Banners

Web Site

The Kids got something fun back

 

Coco Pops returns…

 

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