Post on 14-Apr-2017
Moose Light Radler l Making the right packaging connec4on
client perspective Moosehead Brewery and Moose Light Radler
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Moosehead Breweries • Located in Saint John, New Brunswick, Canada
• Canada’s oldest independent brewery
• Sixth genera4on family-‐owned and operated
• Retraces its roots to 1867
• Currently distributed in 14 countries around the world
• Produces, markets and/or sells over 30 brands across Canada
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background
• Beer consump4on in Atlan4c Canada has been on the decline
• Beer consumers are becoming increasingly experien4al, sampling and experimen4ng with new categories and styles
• Moosehead plays a unique role in Atlan4c Canada and competes directly against major global compe44on
• Moose Light strategically launches flavored line extensions annually– this strategy would be con4nued with the launch of an incredibly refreshing, flavourful Radler-‐style product for the Summer 2015 season
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defining the opportunity
The challenge was crea4ng an iden4ty for Moosehead’s new Summer product for Atlan4c Canada, keeping in mind the following: • Produce a modern, dynamic and interes4ng packaging & POS design for MLR that will appeal to the experien4al drinker
• Packaging design must leverage the equity and connec4on to Moose Light, but should also communicate the uniqueness of the product
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considera4ons • Taking into account the Moose Light target demographic and market considera4ons, the brand name “Moose Light Pa4o Radler” was selected as the product working 4tle
• Highly seasonal product—launch 4ming is developed to fully leverage key Summer consump4on period (May – September)
• Monthly retail promo4on would be planned in all three relevant markets
• Aggressive tas4ng plans would be executed to support the brand launch
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innova4on at Moosehead
• Innova4on is key to con4nued growth
• Innova4on must:
ü Be based on a real need
ü Truly push boundaries
ü Increase transac4onal price or appeal to a new market
ü Relate to large scale trends or insights
ü Taste really, really good
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understanding global trends • Trends last at least 10 years and simply
cannot be ignored
• For every trend there is a counter trend that ocen offers untapped opportuni4es
• When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al
• Fads when underpinned by a mega-‐trend are a good way to maintain interest
Source: Datamonitor
Source: Hazelton
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global trends: Moose Light Radler
• Trends last at least 10 years and simply can not be ignored
• For every trend there is a counter trend that ocen offers untapped opportuni4es
• When products sa4sfy two or more mega-‐trends, providing mul4ple benefits, it increases growth poten4al
• Fads when underpinned by a mega-‐trend are a good way to maintain interest
Source: Datamonitor
Source: Hazelton
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Our brief format !!Marketing!Brief!
1""
Project:! Click!here!to!enter!text.! Date:! Click"here"to"enter"text."
Brand:! Click"here"to"enter"text." In!Market!Date:! Click"here"to"enter"text."Market(s):! Click"here"to"enter"text." Budget:! Click"here"to"enter"text."
! "
WHA
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WHAT!DO!WE!WANT?!!! WHAT!ARE!THE!OBJECTIVES:!
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QUALITATIVE:"""QUANTITATIVE:"
WHAT!IS!THE!SINGLE!MOST!IMPORTANT!IDEA?!!!
WHY
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WHY!ARE!WE!DOING!THIS?!!DESCRIBE!THE!PROBLEM.!!! WHY!WILL!THEY!BELIEVE!OR!CARE?!!DESCRIBE!THE!INSIGHT.!
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WHO
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WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:!
! THINK:!!
FEEL:!!!
DO:!
HOW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!!
! !
! ADDITIONAL!NOTES!THAT!WILL!GET!TO!GREAT!WORK:!!!
!
Reviewed"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date."
Approved"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date."
Last"Updated"By:" Click"here"to"enter"text." Date/Time:" Click"here"to"enter"text."
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Our brief format
!!Marketing!Brief!
1""
Project:! Click!here!to!enter!text.! Date:! Click"here"to"enter"text."
Brand:! Click"here"to"enter"text." In!Market!Date:! Click"here"to"enter"text."Market(s):! Click"here"to"enter"text." Budget:! Click"here"to"enter"text."
! "
WHA
T!
WHAT!DO!WE!WANT?!!! WHAT!ARE!THE!OBJECTIVES:!
!
!
QUALITATIVE:"""QUANTITATIVE:"
WHAT!IS!THE!SINGLE!MOST!IMPORTANT!IDEA?!!!
WHY
!
WHY!ARE!WE!DOING!THIS?!!DESCRIBE!THE!PROBLEM.!!! WHY!WILL!THEY!BELIEVE!OR!CARE?!!DESCRIBE!THE!INSIGHT.!
! "
WHO
!
WHO!ARE!WE!TALKING!TO?!!! WHAT!SHOULD!THEY:!
! THINK:!!
FEEL:!!!
DO:!
HOW! MANDATORIES!&!DELIVERABLES:! CREATIVE!CONSIDERATIONS:!!
! !
! ADDITIONAL!NOTES!THAT!WILL!GET!TO!GREAT!WORK:!!!
!
Reviewed"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date."
Approved"By:" Click"here"to"enter"text." Date:" Click"here"to"enter"a"date."
Last"Updated"By:" Click"here"to"enter"text." Date/Time:" Click"here"to"enter"text."
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designer perspective Moose Light Radler
Think Blink Process
Deliver r e s u l t s
PHASE 3
Implementa4on Measurement
Design c r e a 4 v e
PHASE 2
Turning strategic vision into reality
Define s t r a t e g y
PHASE 1
Audit & informa4on gathering Consumer & business insights Alignment
research & innovation understanding the market
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• Highly refreshing, excep4onally seasonable beer-‐based mixed drink
• Hugely popular in Eastern Europe, and moving through North America with the emergence of several new market entries
• Radlers represent a huge opportunity for experien4al consumers, looking to try not only new beer styles, but embracing non-‐tradi4onal beer alterna4ves.
• Radlers are historically a 1:1 or 3:2 beer mixed with soda, juice or lemonade
• Ours is developed using a 85 beer/15 juice split
• Ours is brewed to 4% alc/vol.
• Fruit juices used: Grapefruit (primary flavour) as well as grape & lemon juices
phase 1 define l what is a radler?
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phase 1 define l what is a shandy?
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phase 1 define l what is a cider?
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phase 1 define l what is a radler?
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phase 1 define l how to innovate?
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phase 1 define l how to innovate?
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mood boards determining the creative direction
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phase 2 design l mood boards
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phase 2 design l mood boards
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creative exploration narrowing the focus through collaboration
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creative refinement choosing the right option
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phase 2 design l design refinements
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phase 2 design l design refinements
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phase 2 design l design refinements
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creative execution ensuring a coherent design
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phase 3 deliver l final art: packaging
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phase 3 deliver l final art: POS
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phase 3 deliver l final art: OOH
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phase 3 deliver l final art: graphic standards
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launch strategy
• Eliminate Risk
• “Radler” is an unknown term – create mystery and build demand prior to launch
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• Know where your target gets engaged
• Focus on social media, leveraging consumer generated content and ‘megaphone’ posi4ve word of mouth
• “Try it & Report Back!”
launch strategy
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• Believe we can grow the beer category
• New products appeal to new consumers – prepare to embrace and market to non-‐beer consumers
launch strategy
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• Mul4-‐channel execu4on
• On and Off-‐premise promo4onal ac4vity
• Tradi4onal and social media focus
• Point of sale and educa4onal support
• Public rela4ons out-‐reach
• Tas4ng sessions with key influencers
launch strategy
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results
• Moose Light Radler has been the most successful brand launch in relevant markets in over ten years
• Over-‐achieved target 5X
• Has helped to grow a historically mature beer market
• Has resulted in compe44ve pressure and new offerings from major compe4tors
• Immediate SKU prolifera4on to include cans
• Currently defining Na4onal poten4al and flavor extensions
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• The crea4ve and collabora4ve design process between Moosehead and Shikatani Lacroix on the Radler project produced innova4ve, out-‐of-‐the-‐box design thinking with less revisions, ensuring faster speed to market.
• The final result produced a final iden4ty and design that delivered beyond expecta4ons and forged a strong partnership between client and agency, leading to further design projects.
50collabora4ve partnership
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more ini4a4ve
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• /Users/jp/Desktop/Radler_Moosehead/Moosehead Cans.jpg
THANK YOU