Slims Presentation- Ad Brief

7/31/2019 Slims Presentation- Ad Brief

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Task

And to give new look


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Afia Sadia Ovais SyedAmjadHussain

Teamwork is our strength


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Product SLIMS


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Introduction

Slims was introduced in 1970 by Mr. SyedIbn-e-Hassan Shah.

They developed a product after the market

insight that people here love spicy food hencethey will like spicy snacks too such as chilichips.

In 1970 there was no concept of snacks, hencewith the introduction of Slims crisps becamea popular snack.


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Introduction ( continue)

The product was Mass Marketed and subsequentlyreceived a splendid response

Everybody liked these unique spicy flavored crisps.Since beginning, the prime focus of Slims was to deliver

a quality product, catering to the spicy taste buds ofconsumers.

The product came in a transparent plastic pack withthe label of Slims, however the packaging has changed4-5 times in these 3 decades for various reasons.

Currently, Slims come in a pearl-white, non-transparentpackaging to protect it from air / sunlight and to ensurethat the quality remains at its best.


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PRODUCT

Slims : Fiery chilli chips made from afghan and

Pakistani potatoes and contain no artificial

preservatives. Slims are available in packets

priced between five rupees and Rs35


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Core Target market -Agegroup : 13- 19

Likes to eat spicy stuff

Middles tier

Enjoys eating snacks and having fun time withfriends

Secondary target market are people in the 20sand 30s who have grown old eating slims with anemotional attachment to it.

Target market


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No efforts are made in branding the productdespite its excessive popularity and this hasled to many me too products in the market.

Real crisps came up with a crisps similar toslims in taste and by the name twitch.

Bakeries are also making their own slims like

crisps. Besides this, there are myriad ofcounterfeits available in the market place too.There is strong need to brand slims.

Brand Profile


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Where that ad will publish?

30 mins tvc :

The TVC be aired on the top rated channels Mainly between soaps

Morning shows

Reality showsNewspapers:

English and Urdu newspapers including Jang

and express , dawn etc


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Conti

Billboards

Near schools and other popular spots of youth

Near open roof restaurantsRadio

The jingle be played on radio as well

Time 7-9 pm Youth shows


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Facebook

Identify new usage competition where peoplewill be asked to send in their slims recipes.

Winner will get cuisine dinner at a good desi

restaurant It is based on insight thatconsumers are using

slims with daal, maggi and soups.

In this way new product usage will be identified

Competition of making online Slims BrandAmbassadors


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Communication objectives

The objective of the campaign is to brand the real Slims as they are thepioneers in the fiery chips category and even today their taste isunsurpassed by the me too brands in the market.

Branding slims will add to the brand equity and the market share shallincrease. With branding we aim to increase its awareness which is the mainobjective while also increasing the brand recall amongst old loyal

customers who have an emotional attachment with this product. The ad focuses on benefits of slims based on consumer insights. One

benefit is that it is added to meals to get a more spicy taste. People likeeating it with soups, noodles and other dishes like daal chawal . Thecampaign also focuses on whether you have it alone or with friends itenhances your taste buds with its unique irresistible taste


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Communication vehicle strategy

TV spots, 30%

Magazines,

20%

Billboards,

20%

Posters and

flyers, 5%

In storedisplays, 15%

Distribution of

free samples,

10%


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Brand promise

The brand promise of slims is its unique taste

which shall be shown in the ad to be

irresistible and loved by the youth.

Advertising appeals: Youth appeal , slice of

life appeal and music appeal .


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Story Board

The ad will portray youth from the middle tier particularly collegestudents as they are the primary target market for the brand. Thead starts with focusing on a group of friends who are engrossed instudying but one girl is disinterested and she distracts everyone bytaking out a pack of irresistible fiery slims the sight of which temptsthe studying group to snatch it from her and enjoy for themselves.The next clip shows a boy and girl who are displeased by the mealat home but then this idea clicks the girl to add slims to the meal toenhance its taste after which the boy is also tempted to have themeal and tries to snatch it from her for the love of slims in themeal. Lastly in the TVC two girls are shown enjoying the taste of

slims. The ad incorporates a really catchy Jingle throughout the adwith the tag line Mazay main zaroori hai Slims Slims Slims


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Slims Presentation- Ad Brief

Documents

Transcript of Slims Presentation- Ad Brief