Neon Chemistry Meeting - Beer Client

CHEMISTRYSESSION WEDNESDAY 19TH JUNE 2013
Planning The Path to Purchase

TODAY
THANKS FOR MEETING US AGAIN
MEETING STRUCTURE
1. INTRODUCTIONS
2. AB INBEV OVERVIEW
3. ABOUT NEON
4. OUR APPROACH & PHILOSOPHY
5.THOUGHTS ON YOUR QUESTIONS:
A) ACTIVATING PREMIUM BRANDS IN MAINSTREAM RETAIL
B) ELEVATING THE OFF-TRADE DRINKING EXPERIENCE
6.CONVERSATION

1. INTRODUCTIONS
NEON TEAM
Nick Cunningham
Managing Director
Phil Pawsey
Creative Director
Zoja Micunovic
Account Executive
Hugh Taylor
Head of Digital
Previously MD at
Dynamo and MAA
Board Director.
14 years working on
CCE
across all trade
channels.
Also worked on
Budweiser,
Unilever, Bacardi-
Martini,
S&N, GSK, Cadbury's,
Wolf Blass,
Pernod Ricard, Sanyo,
Sainsbury's,
HJHeinz and HPBulmer.
Jeff has over 20 years
marketing experience,
working on some of the
world’s largest brands
such as Nokia,Bacardi
and Nestle. As Global
BrandDirector for
Bacardi,he built the
global music property
Bacardi B---Live. A
passionate brand
builder with expertise
in brand identity and
positioning,campaign
development,activation
strategy and innovation.
Hugh has worked in
Marketing for over 20
years and heads up a
great digital team.
They are responsible
for technical spec, build
and delivery of all our
digital work.
Having this resource
based in the same office
has been a huge benefit,
saving cost and increasing
efficiency.
MSc Marketing
graduate with 2
years of international
experience working
on a variety of
integrated disciplines
including
experiential, digital
and live event
management.
Worked on Bacardi-
Martini, First Drinks
Brands and Pernod
Ricard accounts.
Previously Creative
Director of Wax
Communications.
Winner of many
industry awards
including Best
Integrated Campaign
MAA Awards.
A wealth of
experience in FMCG,
retail, electronics and
finance across all
marketing disciplines.
Jeff Macdonald
Exec Planning Director
Sarah Hodge
Account Director
Sarah has five years
agency experience
working on leading
brands.
She specialises in the
digital channel and
oversaw the
Design and build of
our Sanyo Xactivate
Your Passion
Campaign. 5M views
were generated for
the launch of the
New waterproof
camera through the
use of key
influencers.

YOU
OVER TO
2. AB INBEV OVERVIEW

3. ABOUT NEON
PEDIGREE
THE NEON
Neon benefits from a powerful blend of agency and client-side experience.
Born from a classic promotional / shopper marketing background at top 10 agency Dynamo.
Anheuser Busch was one of our major clients for six years, with budgets totaling £3M during Budweiser’s
sponsorship of the soccer World Cup.
We have developed and activated campaigns across all channels and key customer accounts
Senior client-side expertise is provided by Jeff, former global brand director of Bacardi and Nokia.

CLIENTS
SOME OF OUR
3. ABOUT NEON

STRUCTURE
THE NEON
We became disillusioned with the standard big agency model, and saw first hand that often it doesn't work
in the clients' favour.
Often it was a case of which team needs a new client - not which team is right for our new client!
So we set up our flexible structure to enable us to be nimble and to deliver more.
Once we have worked out the strategic and creative solution, we then build on the right resources to the
core team to deliver the campaign perfectly, this also helps to keep management fees at the right level.
Our aim is that you’ll see us as reliable partners in your team when it comes to implementation, as well as
insightful, talented creators of winning campaigns.

PHILOSOPHY
THE NEON
Neon's mission is to create and execute the best marketing campaigns for the best brands.
Campaigns that deliver clear business results whilst building long term brand equity.
Our media philosophy is to be media agnostic, choosing the appropriate media strategy to
deliver identified marketing objectives as effectively and efficiently as possible.
To be recognised by our clients for having the ability to out think and out do our rivals.
To build long term client relationships through dedicated service and the results that we achieve.

THINK ABOUT
SOME THINGS
“Traditional marketing isn’t working anymore”…
“Marketing investment is having limited impact”
It’s harder to cut through
So much choice and competition
Noise and fragmentation
Cynical consumer
Complex global organisations
Speed of change

OPPORTUNITY
AND YET THERE IS MUCH
Targeting
Deeper connection
Engage and involve consumer
measurement
Speed of change
Lower cost of production

MARKETING LEADERSHIP
A FUNDAMENTAL ISSUE IS POOR
Lack of rigour in strategy (yet too
much rigour in strategy
frameworks!)
Small, short lifecycle ideas that
keep changing
Indistinct (unbranded) execution
Weak organisational process
(esp. decision making control)
that drives inconsistency

CLARITY, COHESION &
CONSISTENCY
IT’S VITAL THERE IS
IN STRATEGY & EXECUTION

NEON PRINCIPLES
THE CORE
Great ideas require great strategy and execution to work
Integrated is a way of thinking and doing not just a nice marketing buzz word
Make it easy for consumers to choose our path
Make it so relevant it is difficult not to want to engage
Branded solutions built on existing equity
Premium at all times – but clarity on primary marketing objective

STRATEGY>CREATIVITY>EXECUTION
• Great works come from the following essential
ingredients
– Understanding (consumer, brand, category)
– Clarity of marketing objective
– Brand framework (brand idea, brand properties and
visual identity, engagement platforms)
– Solutions (ideas!)
• Effective
• Engaging, interesting, creative, fresh
• Branded / own-able
– Execution
• Especially important for premium brands
– Measurement (and optimisation)
• Great ideas will only happen when the strategy and
execution are great
STRATEGY
CREATIVITY
EXECUTION
WINNING

INTEGRATED
MARKETING CAMPAIGNS
• We believe that effective (and efficient ROI) is driven by a truly strategic and
integrated approach to marketing activity
• This is built on a clear and cohesive approach to:
– Proposition – clarity on target consumer and the value proposition / brand
identity (incl. big idea and associated brand properties)
– Activation Plan - against clear marketing objective priorities
• And strong cross-agency working groups and agreed roles and responsibilities

FRAMEWORK
BRAND ACTIVITY
WHO (incl. WHY, WHAT NOW)
WHAT (POV, Specific Positioning Messages)
WHERE /
WHEN
(Consumer
Journey Focus
Points and Touch
Point Strategy)
HOW
(Creative Idea,
Creative
Properties and
Visual Identity,
Creative
Chapters and
Engagement
Platforms)
Value Proposition /
Brand Idea
Consumer Journey /
Marketing Objectives

MODEL
BRAND IDENTITY & POSITIONING
CORE IDENTITY
EXTENDED IDENTITY
KEY BENEFITS
SOCIETY / CULTURECATEGORY /
COMPETITORS
CONSUMER /
NEEDS
BRAND IDENTITY
DETAILED POSITIONING FOCUS
BRAND POV BRAND PROMISE WITH A CULTURAL
RELEVANCE
SPECIFIC MESSAGES – BENEFITS & IDENTITY
SUPPORT
Brand Promise (Essence)
Brand Core Values
Brand & Product Facts
Key Product Experiences
Brand & Product Perceptions
Brand Properties & Symbols
Brand Personality
Functional Benefits
Emotional Benefits
Self-Expressive Benefits
Belief Benefits
Focus on real equity
– essential
discriminators and
value propositions
1
3
2
4
BRAND

FRAMEWORK
MARKETING STRATEGY & PLANNING

PRINCIPLE
THE PLEASURE / PAIN
• Humans want to maximise pleasure and minimise pain
• Make it easy for consumers to take our path
– Provide value
– Avoid excessive effort and disruption to existing habits

RELEVANCEDRIVES VALUE & ENGAGEMENT
• Proposition / ‘Big Idea’ built on relevant consumer need and current cultural
tensions
• Promotion ideas should also build in relevant passion points and topical
themes to drive deeper consumer connection (and social currency) with activity

PRINCIPLE
THE BRANDING
• We create branded solutions
• Branding is fundamentally about sub-conscious mental
associations that make it easy for consumers to recall the value
that drives their preference for the brand
– Agree what we want to be known for
– Create branded mnemonics and build them consistently across all
touch points
– Over the long term

VALUE
PREMIUM
• Core role of any premium brand is to justify the premium price
• Provide rational and emotional values across a ‘premium value ladder’ that
will make our consumers believe that the brand is better and worth paying the
premium
– The story – ingredients, process, history, provenance
– The functional performance
– Emotional engagement – a premium ‘brand world’ and associations
• Deliver premium stories and experiences at every touch point (incl. trade and
sales staff)

VALUES & PROMOTION
PREMIUM
• There is a commercial reality to drive sales
• Need to balance long-term reinforcement of
premium values and short-term sales generation
• Can deliver both but need for clarity on primary
marketing objective for activity to deliver
appropriate solution

QUESTIONSAND ANSWERS
Planning The Path to Purchase

A) HOW DO YOU ACTIVATE A PREMIUM BRAND
IN MAINSTREAM RETAIL ENVIRONMENTS?
5. THOUGHTS ON YOUR QUESTIONS
Premium brand ideas should drive the following in consumers:
PRIDE (emotional)
PLEASURE (functional)
PASSION (behaviour)

-          Price
-          Packaging
-          Merchandising
-          Innovation / technology
-          Consumer advocates and fanatics
-          Artisanal
-          Association with ‘experts’
-          Process or ingredients story
(= a non standard approach)
-          Product delivery proof points
-          Provenance
-          Rituals
(that reinforce product
superiority / story)
-          History
-          Trust and respect
-          Special occasions
-          Premium event associations
-          Emotional value premiumness
-          A brand world
-          Retail staff believe in it
PREMIUM BRAND
EXAMPLES OF
ACTIVITY & BEHAVIOUR

STELLA ARTOIS
OUR THINKING FOR
• Our observation is that there is a dis-joint between your
ATL and on trade activity vs. promotions that have run in
the off trade
• What seems to be missing is the common thread (or
idea), that links to the brand DNA and will ensure that
every execution serves to feed into and build the brand,
as opposed to just focusing on the offer itself
• In our minds all Stella Artois activity should be true to the
core brand ideas
• We would also position creative execution at the higher /
more sophisticated level, so that they are aspirational to
mainstream consumer, but appeal directly to the top end

DIGITAL & SOCIAL
THE ROLE OF
• Integrated approach to marketing activity
• Digital is one of many channel means to an
end
• But one that offers huge benefits from
– Targeting
– Depth of engagement
– Measurable
– Fast optimisation

THROUGH SOCIAL
BUILDING A PREMIUM WORLD
• Invite social interaction and affirm exclusivity of group membership
• Stress inaccessibility to preserve an element of mystery
• Establish premium credibility and authority
• Encourage a passion for the product that goes beyond consumption
REACH
CONVERT*/*RECRUIT
ENGAGE
ACTION
PAID STRANGERS
OWNED POTENTIAL CUSTOMERS
EARNED FANS

AND
Tullamore Dew is a brand that seeks to establish
its premium positioning in the UK.
Neon has created a campaign that promotes 2
‘perfect’ serves, owns the toasting
occasion and engages consumers by asking the
question:
Where do you stand? NEAT or LONG?
This gets the debate about how whiskey should be
drunk out on the table,
and shows that there is no right or wrong serve.
This message is also clearly
communicated to the trade.
Promotional mechanics are designed to expand
the debate, and create content on
social media.
Off trade gift packs contain a toasting glass to
promote perfect serve in the home.

4 YEARS AGO JAMESON WERE SEEN AS
‘A BRAND YOUR DAD DRINKS’.
AND
UNTIL WE CREATED

We connected the brand to a younger audience via the on trade
and social media. Our sampling strategy focused around
delivering a smaller version of the perfect serve to 25-35 year
olds, and encouraged them to follow up with a purchase.
Neon involved Fever Tree, as high quality mixers and 60
samples per outlet were delivered in branded glasses with ice
and a slice.
Customers texted to receive an SMS voucher, and enter a prize
draw.
Staff were incentivised to create content and publicise the events
on social media. 40,000 high quality samples delivered per
year. Jameson grew in the on trade +18%
Summer and Autumn perfect serve campaigns also ran.

WE HELPED THE MARTINI GET ON THE RADAR OF
TRADE & CONSUMERS WITH
AND
WE HELPED THE MARTINI GET ON THE RADAR OF TRADE &
CONSUMERS WITH

In 2012 the promoted serve was the Martini Royale, and both trade
and consumer needed to be educated about the serve.
Our campaign ecruited UK consumers for the global LUCK IS AN
ATTITUDE promotion,
but also educated bar staff on how to create the perfect Martini
Royale:
branded glass, 50% Martini Bianco, 50% Prosecco, quart of lime,
mint sprig and ice.
A partnership with ES Magazine helped to promote awareness and
drive traffic into selected bars to ask for Martini Royales. An
innovative
‘With Compliments’ sampling campaign promoted trial and bars
were issued with tablets to track redemptions. Key influencers were
recruited, and high profile events
sponsored to create further awareness for the Martini Royale serve.

SERVE LED POS
As European Creative Lead on Southern Comfort I
created integrated campaigns for the brand, creating
a BTL tone of voice and creating big ideas that
worked across all channels.

ONES WE’D LIKE TO HAVE DONE

Peroni: Aspirational design, single focused idea
Tapping into emotion
Innocent- going against what we
expect from on-packs
ONES WE’D LIKE TO HAVE DONE
Havana Club: Ritual & Heritage

B) HOW DO YOU ELEVATE THE OFF-TRADE
DRINKING EXPERIENCE?

SOME LOOSE THOUGHTS TO SHOW YOU HOW WE’D APPROACH A BRIEF:
• People are time poor, but will invest in richer experiences / rewards
• We need to uncover a key insight on which to build the story
• Create a creative angle to champion and own it
For example
Insight: ‘Serving a beer correctly makes an everyday occasion something special.’
Supported by: Experts / scientific research proves that serving beer correctly makes drinking it a
more enjoyable experience + historic Belgian ritual
Championed: Stella Artois is on a mission to increase the enjoyment from drinking beer at home
Desired: Consumers / shoppers engage and want to try the Stella Artois in home ritual
Motivated by: Emotional drivers, rewards, in store promotions, recognition, social media and a
personal dialogue via CRM with the brand

She’s A Thing Of Beauty
– For A Moment of Beauty
• Objective – To make consumers believe that Stella Artois is a better product
that justifies the price premium
• Marketing Challenge - AND drive consumption
• Insights – In our increasingly complex and hectic lives, consumers seek
everyday luxury. Economic recession has made ‘staying in’ the new ‘going
out’. Emasculation of traditional male roles makes ‘man time’ (and associated
places and pastimes) important to men and a source of male camaraderie that
is shared between them to assert their male credentials.
• Solution – Encourage and support (male) consumers to find and celebrate
everyday opportunities to enjoy a premium (male) experience – where the
Stella Artois product and perfect pour rituals are the source of the premium
celebration of the occasion (NB: with suitably premium values and ‘world’)
• Activation Strategy – awareness, recruitment, engagement, facilitation,
celebration
• Tactics – PR, tips, tools, (proud) social sharing, public celebration
• Long-term goal – To create and own a premium Stella Artois moment that has
the potential to deliver modern premium values and frequency of occasion /
consumption.

• PR
• Off and on
• Experiential
• Digital CRM / social – engage / facilitate
• UGC celebration (digital / ATL / PR)
??

Stella Artois - She is a thing of beauty
For a moment of beauty
Driving perfect serve in the home
PR Launch:
- Study
- Heritage
- Key
Influencers
CRM:
- DM
- Occasions
- Offers
- Digital
promo
Phone App:
- Capture the
beauty
- Instant
Share /
upload
Off trade:
- Support retailer
programmes
- Occasion based
- Added value
- Shopper heroes
- Digital
On trade:
- Same
theme
- Separate
activity
User generated content: Photo upload comp
Outdoor / At
store:
Winners photos
On pack:
On outer or
can
On line:
Viral seeding
Social sharing
In home:
- Win occasion
> content

BRIEF AGENCIES TO CREATE A WORKABLE PLATFORM
Beauty Perfection Ritual Heritage
?

MANY BEERS HIGHLIGHT STEPS TO A PERFECT SERVE.
PERHAPS A 3 OR 4 STEP PROCESS.
BUT ONLY STELLA ARTOIS HAS A 9 STEP, ALMOST
FANATICAL,SOME MIGHT SAY RELIGIOUS, ZEST FOR
PERFECTION THAT BORDERS ON OBSESSION.
EXAMPLE IDEAS PLATFORM1 :

PERFECTION
IN PURSUIT OF
A 360* CAMPAIGN TO DELIVER THE PERFECT SERVE IN THE ON & OFF TRADE.
(NOT NECESSARILY CONSUMER FACING WORDING)

PERFECTION?
HOW DO YOU DEFINE

PERFECT
IT LOOKS

PERFECT
IT TASTES

PERFECT?
WHAT IF IT SOUNDED

It’s a little known fact that once a Stella
Artois is lovingly poured (following the 9
Steps to Perfection of course) that only a
perfectly clean chalice, with the requisite
head and expertly chilled liquid will sound
the achingly beautiful note of A ﬂat when
tapped.
A miniscule head will sound a B.
A warm glass will sound a dull D.
A ﬁnger-marked chalice could ring out a
displeasing C sharp.
Only a perfect glass of Stella Artois will
sound the A Flat that rings true.
So to ensure the beauty of perfection, tap
your Stella Artois with a steel fork ( of the
dinner variety should a musical one not be
to hand) to see whether your chalice
measures up.
APERFECTION
THE SOUND OF
IS

PAUL VAN NEVEL
THIS IS
Belgian conductor, musical historian and the owner of the best left ear
in the symphonic business.
Only a perfect glass of Stella Artois will sound the A Flat that Mr Van Nevel
will accept.
So to ensure the beauty of perfection, tap your Stella Artois with a steel fork
( of the dinner variety should a musical one not be to hand) to see whether
your chalice measures up.

OFF TRADE ACTIVATION
CONSUMER INVOLVEMENT

IN A RECENT SURVEY, CARRIED OUT BY STELLA ARTOIS,
A TERRIBLE DISCOVERY WAS MADE.
IT SEEMS THAT A VAST AMOUNT OF PEOPLE ARE
MISSING OUT ON THE FULL ENJOYMENT OF BEER.
SUB-STANDARD SERVES, IMPERFECT GLASSES, YOU NAME
IT, WE FOUND IT.
IT’S TIME TO STRIVE FOR PERFECTION:
EXAMPLE IDEAS PLATFORM 2 :

ELEVATING THE OFF-TRADE EXPERIENCE
CREATE A BRAND STORY
FOR IN-HOME
CONSUMPTION
PR Campaign launch -
THE SURVEY
• Base story around pseudo scientific study,
blind tests, using different glasses,
temperatures, pouring for head etc.
• Base story around pseudo scientific study, blind tests, using different glasses, temperatures,
pouring for head etc.
• Reference Belgian heritage / ritual to back up the story
• Aim to involve females (shoppers) too. If you love your man show him that you appreciate him
• Link to events: Valentines, Father’s Day, Birthday’s, Christmas
• Build in to ECRM (like Guinness did) to build brand love with loyal disciples
• Offer perks to maintain the quality of the serve in home. A mechanic to replace glasses etc.
• Leverage on social media
• Make consumers into ‘heroes’, feature them in the ad campaign and reward them for this

STEP NINE NEXT STEPS
THANKYOU
Contact details:
Neon Marcomms Ltd
12 Melcombe Place
Marylebone
London NW1 6JJ
Tel 0203 4273232
email nick@neonmarcomms.com

STEP NINE NEXT STEPS
PREVIOUS IDEAS
Contact details:
Neon Marcomms Ltd
12 Melcombe Place
Marylebone
London NW1 6JJ
Tel 0203 4273232
email nick@neonmarcomms.com

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