A Love Story

IBX 9 Project DefenseALPHONSUS E.WAka eKLEkT!Ka

There is a growing trend of standardizing and

branding of our local foods in Nigeria. Pick one local delicacy, give it a brand innovation spin and show us how you will take on

the market. Create brand identity for your local delicacy using 3 communication

posters as well as merchandising materials for your brand photo shoot explaining the

nuances of culture.

Brief

Kemi works with GTB on the Island

She is married to her hearthrob, Bayo.

They both are

well-to-do, successful,

and upwardly mobile

They both

are well-to-do,

successful, and upwardly

mobile

BUT…

They are CHILDLESS.

For the last 6 years of their

marriage, they have not been able to have a

child.

Kemi LONGS to cuddle a baby, her baby. That she

bore and birthed.

Universal Human Truth

Kemi LONGS to cuddle a baby, her baby. That she bore and birthed.

Bayo is INFERTILE

Obstacle

Maami loves Kemi. Kemi is her

sunshine, her life, her only daughter. But she has been

diagnosed with Ovarian cancer. It is malignant. It has ravaged Maami so badly that

the Medics say she has got just barely 14 months to live.

Conflict

Maami wants to hold Kemi’s baby in her

arms before…

… She Passes On!

So how does a Brand Specialist cum Statistician help her??

Reading books voraciously online

and offline Spending long hours thinking Consulting Midwives, Medical

and Native Doctors Talking and interacting with folks

on how to find a way round this obstacle

I went sleuthing…

One day, while sitting at Iya Gbenga’s Boli

Grill,I Got IT!

While sitting at Iya Gbenga’s Boli Grill,… I got It!

More women than men bought

Boli from Iya Gbenga Especially women between

ages 20 to 37 Smart, Pretty, Moneyed, some

with their cars

Consumer Behaviour

I went back into my Library to

study in order to find out why this was so. That was when I made some SHOCKING Discoveries!

WHY?

Darwinian/Evolutionary-

Eating Boli reminded them of what they did in their bedrooms with their partners.

Insight

-Boli has been pharmacologically proven

to induce, sustain and maintain erection.

-It tackles frigidity, reduces impotence, and boosts sexual performance and sex drive in males and females as well as preventing premature ejaculation.

Reasons To Believe

Challenge

But how do we make Boli readily available to the likes of Kemi who might want to snack

on Boli but are either too touche or too busy?

Big Idea

The HOT AIR phenomenon is a

patented invention in USA known as

Modified Atmosphere Packaging.

 

Product Description

Bobo Nutty™ is roasted plantain packaged in a sealed air-tight wrapper containing Hot Preservative Gas using the Modified Atmosphere Packaging.

The inside of the plantain is filled with either Groundnut, Cashew nut or Coconut ie 3 Flavours.

 The 'pop' sound which would occur when the wrapper is

opened, due to the Hot Air™ inside, would be the Tribal

Badge and would even be used in media Communication

materials.

Tribal Badge

Tag Line Bobo Naughty... Be Naughty, It’s Allowed. Bobo Nutty… Something For Your Something. The Best Thing Since Agege Bread... Bobo Nutty.  Packaging Bright cylindrical packaging with the logo embossed on

the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.

Marketing Launch Strategy

Tag LineBobo Naughty... Be Naughty, It’s Allowed.Bobo Nutty… Something For Your Something.The Best Thing Since Agege Bread... Bobo Nutty. PackagingBright cylindrical packaging with the logo embossed on the Air tight wrapper with the inside made black to retain the heat and minimize heat loss.

Sausage Rolls (Gala, Beefie, Chunkie) Plantain Chips Fruits

Competitors

1) Edumercial/ Infomercial

2)Campaign Of Calumny Against Sausages

3) Tuface, Flavor and Lynxx As Product Ambassadors and Celebrity Drivers like

Omotola

4) Product Launch on Valentine’s Day

Marketing Launch Strategy

Market Launch Strategy

Edumercial/

Infomercial

Market Launch StrategyEdumercial/Infomercial

Market Launch Strategy

Campaign Of Calumny Against

Sausages

Market Launch StrategyCampaign

Of Calumny Against

Sausages

Market Launch Strategy

Tuface, Flavor and Lynxx As

Product Ambassadors and Celebrity Drivers like

Omotola

Market Launch Strategy

Product Launch On Val’s Day

Price, Packing and Packaging

Bright cylindrical packaging with the logo embossed on the Air tight wrapper.

The Plantain will be filled with either Groundnut, Cashew nut or Coconut (3 Flavors)

1 wrapper=N200 A Roll consisting of 5

wrappers=N1000 A Carton contains 100

wrappers

Target Market

Young Women between 21 and 37

Successful Smart Middle Class Tech Savvy Aspirers, Explorers

and Succeeders.

Need Of Target Market

They want to enjoy sex with the one they love and choose

They enjoy local snacks especially Boli

But they would prefer it neatly packaged and hot

Brand Creative Idea- Empower Him To Please

You

Positioning

Sales Outlets in Shoprite, Palms Shopping

Malls, Addide, Pep etc Sales on Traffic by retailers Mobile Racks patrolling corporate spaces in VI,

Lekki, TBS, CMS

Place

Kemi and Her Hubby, Bayo bought into the

Boli Culture. 13 Months after, Kemi and Bayo welcomed a

bouncing baby boy. They named him EKUNDAYO Maami carried her Grandchild before passing

on 3 months after.

Epilogue

Kemi and Bayo have 2 more kids They are still happily living in their home in

Lekki Phase 2.

Epilogue

♫You don hear of Bobo Nutty? Say Bobo Nutty (Repeat).You don chop Bobo Nutty? Say Bobo Nutty (Repeat).E better pass Agege Bread, say Bobo Nutty (Repeat). E go help your guy to knack you well-well, say Bobo Nutty (Repeat).If you want Bobo Nutty, say Bobo Nutty. (Repeat)Abeg say Bobo Nutty, Say Bobo Nutty. (Repeat)Everybody wants Bobo Nutty, say Bobo Nutty. (Repeat)Yes, Bobo Nutty, Oya Bobo Nutty, Yes, Bobo Nutty, Ngwa Bobo Nutty, Yes, Bobo Nutty, Yes, Bobo Nutty. ♪

The End