From branding to the ‘I Feel Orange’ Project
Presentation to Tetra Pak March, 2012 Support:
BRANDING
BRANDING AND ITS RESULTS Top Brands branding study on the orange juice
Study Analysis o f 10 non-alcoholic beverages categories
Positioning
Strategy
Brand Equity
SWOT
Positioning Statement
Strategic guidelines for implementation
Main attribute
I Feel Orange CitrusBR and Apex-Brasil’s project, resulted from the branding research
BRANDING STUDY Orange Juice Perceptual Map CURRENT POSITION
HEALTH
SOCIAL ACCEPTANCE
PLEASURE
HYDRATION
NUTRITION
BRANDING STUDY Beverage Categories and their 5 Key Drivers
BRANDING STUDY Beverage Categories and their 5 Key Drivers
BRANDING STUDY Beverage Categories and their 5 Key Drivers
BRANDING STUDY Beverage Categories and their 5 Key Drivers
BRANDING STUDY Beverage Categories and their 5 Key Drivers
BRANDING STUDY Orange Juice Perceptual Map
CONCLUSION • Orange juice has a strong positioning in the ‘Health’ key driver, benefiting from a good perception in ‘Nutrition’ and ‘Hydration’;
• The orange juice key drivers focus on the rational decisions (functional benefits); • ‘Pleasure’ key driver: It is hard for the orange juice to change its perception on all the 5 key drivers, but it could take advantage of the feeling of nostalgia from the good moments, an important compound of the ‘Pleasure’ driver.
• There is an opportunity to enhance the orange juice perception on key driver ‘Social Acceptance’ (increase of consumption occasions and broadening of the targeted audience).
BRANDING STUDY Orange Juice Perceptual Map SUGGESTED POSITION
HEALTH
SOCIAL ACCEPTANCE
PLEASURE
HYDRATION
NUTRITION
BRANDING STUDY Current Orange Juice Perceptual Map
BRAND PERSONALITY RELATIONSHIP MODEL:
BRAND PERSONALITY RELATIONSHIP MODEL:
RESONANCE FUNCTIONAL BENEFITS
MOTHERHOOD RELATIONSHIP JUDGEMENTS
FEELINGS
• Perceived Quality • “Good for flu prevention”
• Trust • Credibility • “Part of our lives”
PERFORMANCE • Prevention: flu and diseases • Rich in Vitamin A,C,B6, etc.. • “Good for everything”(?) • Fresh and Pure • Ingredient for other beverages
IMAGERY HABITS AND BRAND ELEMENTS:
• Home: Kitchen/Fridge • Breakfast • Color: Orange Gold, Sunshine • Carton Packaging
SALIENCE – Top Mind in Juices
BRANDING STUDY Branding Equity Proposal
BRAND PERSONALITY RELATIONSHIP MODEL: • Already consolidated. • Focus on protection attributes • No need to prove performance
FUNCTIONAL BENEFITS
BRAND PERSONALITY RELATIONSHIP MODEL: RESONANCE (LOYALTY)
JUDGEMENTS FEELINGS • Proved performance • “Good for my protection”
SENSE OF LOYALTY: “part of the good and simple things in life”
PERFORMANCE • Protection (immunity) • Rich in Vitamins • Fresh and Pure • Replenish it’s real value (not an only ingredient)
• stronger efforts in order to change current perception
FRIENDSHIP
• Trust: ”always there for me” • Complicity: present in the good moments of life”
IMAGERY • Gathering for good moments • Outdoor drink • Color: Orange • Modern packaging • On- the- go servings
SALIENCE : Top Mind in Juices (increase image outdoors / other occasions)
PERSONALITY: • Best friend • Caring/protective • Honest and truthful • Happy
BRAND POSITIONING Positioning Statement
For people who value the simple but fundamental things of life, Orange Juice is the beverage present at good moments, that protects you, as only your best friends would do.
BRAND POSITIONING Main Attribute PROTECTION
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
BEST FRIENDS
PERSONALITY EVOLUTION MOTHER-SHIP
FRIEND-SHIP
SUPPORTIVE CARING/PROTECTIVE HONESTY AND TRUST
SUPPORTIVE CARING/PROTECTIVE HONESTY AND TRUST
INTIMACY IMPOSIVE
COMPLICITY LOYALTY
‘HOME SWEET HOME’ ‘INSIDE’ ‘OTHER GENERATION’
‘GATHERING AND SHARING ‘ ‘OUTSIDE’ ‘MY GENERATION’
BRAND POSITIONING TARGETED AUDIENCE
Abstract
People who value simple but fundamental things in life, specially the ‘new generation’, connected and open to new trends CATEGORY EXTENSION
Orange juice (100% orange juice and nectars) FUNCTIONAL ATTRIBUTES Protection (immunity)
Highly proved performance EMOTIONAL AND EXCLUSIVE ATTRIBUTES Best friend (shares the goods moments in life)
Confidence (protects me and it is always with me)
BRAND STRATEGY Implementation: Guidelines and Strategy
5.
1.
Promote OJ´s – emotional attributes – “friendship” and
Disseminate OJ´s Branding Strategy “word of mouth”
“trust”
4.
2.
Promote OJ`s functional attributes
Create partnerships with bottlers and Juice associations to implement branding strategy
– “protection”
3.
Educate consumers about OJ´s subcategories (differences and benefits)
BRANDING STUDY Conclusions • Orange juice lives in the past; other beverages have a better response to people’s lifestyle and to the new marketing trends, because they’ve invested in their images and in new drinking occasions
• Consumption is restricted to breakfast and home drinking occasions. Other beverages have managed to extend consumption to other places and parts of the day, thus changing their perceptual maps. • Regarding the functional benefits, there are products that can replace orange juice (i.e., vitamin C capsules) • Other traditional beverages have already started to update their images, such as tomato juice, water, milk, etc.
BRANDING STUDY Challenges: 1. We don’t reach the consumer = We don’t control the image of the end product In spite of this, the Brazilian industry can (and should) do something to change the orange juice image: while bottlers have many other beverages in their portfolios, which can compensate the decrease of orange juice consumption, the juice is our only product. 2. We have a short budget There are plenty of possibilities to use the alternative media: internet (websites, social media, youtube, facebook, etc) and actions that involve low costs. 3. The Brazilian orange juice industry worries about other equally important problems, such as price volatility and devastating citrus diseases in the orange orchards Consumption fall already affects all members of the Brazilian citrus chain. Even if it is not an urgent matter in the short-term, in the long-term it is crucial to the sector’s survival.
Brazilian Industries
Bottlers
Distributors
Retailers
Consumers WE NEED TO GET HERE
WE ARE HERE
WATER EVOLUTION PLEASURE
HEALTH
HYDRATION
SOFISTICATION SOCIAL ACCEPTANCE
NUTRITION
GROWTH OF WATER CATEGORY – MORE THAN 15% OF THE TOTAL BEVERAGES
SOCIAL ACCEPTANCE
FUNCTIONAL BENEFITS
EVOLUTION OF ENERGY DRINKS From night to day
AFTER BRANDING From Branding to the
Project
• The update of the orange juice image is the main goal of our project with Apex-Brasil – the Brazilian Trade and Investment Promotion Agency. • ‘I Feel Orange’ is the name of this platform which intends to bring the orange juice closer to the younger generations, being perceived as an updated beverage, present in good and fundamental moments of life and always protecting people (as indicated in the branding study)
• The first months of the project were dedicated to the construction of a new internet website, to the elaboration of monthly monitoring reports and to interactions in social media. Our goal was to learn more about our competitors and the environment in which we would develop our project, as well as to prepare our digital platform to a more complex stage. • After studying and testing the potential of our website and social media interaction, we started a pilot project targeting the UK market. Support:
PROJECT GOALS
To help updating the orange juice image at a global level. To offer an effective promotion tool, which will also improve relationships within the sector, both at national and international levels.
I FEEL ORANGE PROJECT From April to September 2011
METHODOLOGY Analysis of Branding study from Top Brands. Research on consumption and communication trends, mainly in Europe and the USA. Special focus on the beverage market.
BACKGROUND Global orange juice consumption is flat or decreasing (world average growth from 2003 to 2010 was -5.3%).
In traditional consumer markets, the consumption decrease was even harder (USA -19.3%, Germany -22.8% and Japan 18%). The number of new beverages multiplies, gaining more and more space in the market.
BACKGROUND In 2010 orange juice represented 1.5% of total beverages consumption
BACKGROUND
In the beverages market, the traditional orange juice competes with beverages that have updated themselves, such as energy and sports drinks or even bottled water, among others.
DIAGNOSIS Beverages with higher growth rate aren’t those that invest more in communication (i.e. carbonated soft drinks).
High-growth segments are the ones that have a well-designed and persistent strategy, aligned with consumption trends of medium and long-term (i.e. bottled water/healthy generation and energy drinks/ connected generation).
CASE STUDY In 1993, milk sales were stagnated in the USA, though its benefits to health were well-known by consumers. Since 1945, milk was offered at schools and recommended by doctors.
Researches have pointed out that milk was perceived by the new generations was ‘a boring beverage’. Its competitors (soft drinks) were investing large amounts in young consumers. A renewal campaign for the image of the milk, with a very short slogan, was launched and since then it never left the media, helping to reverse the consumption fall process.
In the past, milk was also advertised as a morning beverage
CASE STUDY Got Milk: the internet as the campaign’s main tool
STRATEGY From 1990 to current days, communications and consumers have changed dramatically. The passive generation, from TV, was succeeded by the connected generation, from the internet and social media. The global consumer has become more demanding. But also more accessible when respected. It is not possible to advertise OJ in all TV channels, schools and grocery shops. But our campaign can be on every screen of the billion computers and smart phones on the planet. With a simple website and a good digital strategy.
STRATEGY The connected generation is not only linked through technology. It shares beliefs, causes, philosophies and truly supports brands and products that respect this behavior, by means of consuming or spreading the products campaigns to friends via Facebook, Twitter, Youtube, etc. In Europe and the USA, connected brands have more than consumers. They have ‘followers’.
STRATEGY CitrusBR’s project in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) was an opportunity to start advertising orange juice as a connected brand. Other commodities have already accomplished it, such as the American milk and the coffee from Colombia. Using the internet and the support of international partners, this is a viable goal, that doesn’t require huge investments to cause a positive effect on the product’s image.
STRATEGY Goal: to place the orange juice as the most popular juice in the world and, mainly, as the most popular juice for the new generation. Building an identity and a direct relationship channel with consumers that are trendsetters and opinionmakers. Our targeted audience are young people and adults who are connected, creative and heavy-users of the modern world communications: internet and social media.
STRATEGY A simple research on the internet or the streets shows us that orange is not only the name of the most popular juice on the planet. Orange is also an attitude, a symbol of energy, positivity and creativity that people worldwide use to amuse and color their daily lives. This is a valuable discovery. Many brands spend millions in communications to create an attitude like that (such as milk with the ‘Got Milk?’ campaign). The orange already has an attitude and a global community, in stand by.
STRATEGY We found a great opportunity to create a global concept for the orange juice and the attitude we want to represent. There is a world-famous sentence that translates a feeling of sadness and melancholy through a color: ‘I feel blue’. Our concept will be the positive, creative and optimistic version of ‘I feel blue’. It will be a ‘mantra’ to represent the orange and its attitude, like the ‘Got Milk’ of the connected generation.
IMPLEMENTATIO N
IFO ON THE WEB Aligned with the most efficient global communication projects, we have privileged internet and social media. Our website offers information and interesting content about the orange juice in two main categories: The Juice and The Attitude.
In The Juice we divulge nutritional data, health tips, recipes and drinks, besides a brief history of the orange fruit and juice. In The Attitude we reveal the influence of the orange color in design, fashion, arts, music and for the young and creative generation.
Website ifeelorange.com
Website ifeelorange.com
Website ifeelorange.com
Website ifeelorange.com
Website ifeelorange.com
SOCIAL MEDIA When the ‘I Feel Orange’ website was launched it was already connected to the main social media: Facebook and Twitter. Besides helping to spread the content of our website, social media have permitted our team to study and monitor our audience.
Afterwards, the team started to interact with users in a language proper to social media, encouraging them to access the project’s website. With this acquired expertise in social media, the ‘I Feel Orange’ project has grown to use all the potential of the internet, with new actions designed to the public on Facebook, Twitter and blogs.
The Characters
Phill
Lisa
CHARACTERS
The characters Phill and Lisa Orange are part of an ‘orange family’ whose members are the official ambassadors of the ‘I Feel Orange’ brand. Besides being the leading figures in movies and games, they have their own profiles on Facebook to interact with the audience.
• The 3D movie ‘The Rise of Master of Juices’ was launched in June ,2011
WEBSITE’S INTELLIGENCE More than a website connected to social media, the ifeelorange.com platform works as a business intelligence tool. Each month a monitoring report about social media (Facebook, blogs, Twitter) is released. The information gathered will help to analyze the website’s receptivity and to classify and monitor different orange juice consumers and website users, as well as to find interesting topics to be covered on the website and opportunities for strategic action, among other possibilities.
WEBSITE’S INTELLIGENCE The analysis of competitors’ strategy is also part of the website’s intelligence.
The main online campaigns for the orange juice were identified in order to define their practices, which of their initiatives brings more results, how do brands advertise orange juice, what is the audience’s reception to this kind of content and so on.
I FEEL ORANGE PROJECT From October 2011 to Current Days
AUDIENCE
For whom?
What?
Inspired
Cool/trendy content. Art,
Entretainment, fun and
design, fashion, culture.
relationships.
Opinion makers. Trendsetters.
Orange Blog.
How?
Connected
Integrated to offline actions (Apartamento magazine/website experience).
Young people, children and adults.
Healthy
Positive
Information about
Content that focuses in a
healthy lifestyle, in a
better world.
light, modern language.
Sustainability.
Family, specially young mothers.
General audience.
Blog with tips on Games integrated to the
activities, eating and
‘I Feel Orange’ movies.
lifestyle. Other content
Platform of casual
and tools such as a
games.
calorie calculator might be considered.
Posts on how to make the world a better place with simple initiatives.
ACTIONS Deepening of the content directed to opinion-makers and to the ‘mothers’ audience.
October
• Launch of a new version of the
website and a new fan page on Facebook; • Beginning of the ‘moms’ posts; • Investment in online media.
November
• Launch of the ‘I Feel Orange’ suplement
in Apartamento Magazine and magazine’s launch party in London •Special content from the ‘I Feel Orange’ magazine and party on the website; • New ‘moms’ posts.
December
• Launch of the first online game; • Investment in online media; • New posts by character Lisa Orange (written by a blogger in London).
NEW WEBSITE Adjustment to new audience segmentation and new content
APARTAMENTO MAGAZINE • Focusing on the cool audience (opinion makers), we have accomplished our first action outside virtual world. The ‘I Feel Orange’ project gained its own supplement in Apartamento Magazine, November/2011 edition. • The ‘I Feel Orange’ supplement has two main parts: one is artistic, with illustrations by Jody Barton , inspired in the juice; and the other dedicated to recipes using OJ, by the Italian girls from the food collective Arabeschi di Latte.
APARTAMENTO MAGAZINE
DJ Kei Fish .Arabeschi di Latte.Rebel Dining Society .Apartamento Magazine.Jody Barton
Another action along with Apartamento Magazine was the sponsorship of the launch party of the nov/2011 edition in London. The party was all inspired in the ‘I Feel Orange’ concept and the food collective Arabeschi di Latte was responsible for the creation of the menu (made with recipes contained in the supplement). Our target-audience were the opinion makers.
MOMS AUDIENCE Interaction with Blogs: weekly exclusive content by known mom bloggers with a good audience. Our briefing is ‘Get Inspired by Orange’.
LISA ORANGE ď ą Lisa Orange is the main character of the campaign, once the female audience is more worried about their health and eating, besides participating from the orange juice purchasing process in a more active way. They also interact more on social media. ď ą Lisa's posts are written by a blogger in London. The character mock-up strolls through London streets and gives tips on nice pastime activities, eating, design, etc.
MOMS AUDIENCE In order to attract not only mothers but also their children, we created games and movies starring the characters of the campaign. Game IFO: the first game was customized with the visual of the movie Pirates of Scurvy (released previously).
ONLINE MEDIA Some months after the beginning of the project we started investing monthly in online media, focusing on the ‘moms’ audience. This plan has two goals: repercussion and engagement.
The channels where we have chosen to advertise were selected according to its relevance and affinity with the targeted audience: young mothers interested in health, well-being and eating.
NEXT STEPS • The ‘I Feel Orange’ project in 2012
• The agreement with Apex-Brasil will be renewed for 2 more years in May 2012
• New promotional activities – maintain focus in London
• Keep appraising brand’s attributes,
maintaining its initial ‘DNA’, following Red Bull’s strategy
• Keep buying online media -> good results
Thank you! Christian Lohbauer – President cl@citrusbr.com Larissa Popp Abrahão – Manager of the Apex Project lp@citrusbr.com www.citrusbr.com