【DENTSU电通】Pepsi品牌策略和创意案-20161102-119P

DOLE/TROPICANA/AQUAFINAKEYVISUALandTAGLINEDENTSUSHANGHAI2016.11.03AGENDA:1.DOLE(Strategy,Creative,IMC)2.Tropicana(Creative,IMC)3.Aquafina(Strategy,Creative)StrategyCreativeObjective:?-Leveragingtheincreasinghealthconscious-nesswiththeclaim“DelightinNaturalGoodness”?-Pushpeopletoswitchbrandsfromnon-100%juicedrinkers?-Createevenstrongeremotionalbondwithexisting100%juicedrinkerstogrowDoleBusiness.WhattoSay??“Tasty&Healthy”(DelightinNaturalGoodness)??-Premium-International-UrbanTheseareproducttruthsthatdifferentiateDolefromcompetitors.Target:-MoreHealthConsicous-Urban,CosmopolitanandTrendy-Seekingforsuccessfullife“Tasty&Healthy”??PremiumInternationalUrbanHealthConsciousTrendyCosmopolitanActiveSeekingforSuccessDOLEinChina=“Drinksupportsactiveurbanlife(seekingforsuccess)”