United LondonCase studies

Problem

Idea

Position

The best solutions come from the right problem

What is the brand’s point of viewon the things we care about?

Promise

How does the brand deliveron this position?

Brand idea

The idea behind the brand not anidea from the brand

Problem

Idea

Position

The brand that created the cereal barcategory in the UK had lost its relevance

and salience for British families.

We all need more outdoors in our lives.It is fun, healthy and it bonds families

together.

Promise

The crunch, goo and chew of everytracker make it the perfect partnerfor your family’s outdoor activities

Brand idea

Tracker. The rucksack snack

Tracker

Problem

Idea

Position

People believe that the way to reduce saltis to cut down on the salt they add when cookingor eating. Yet 75% of the salt we eat is already

in the food we buy.

Salt is a hidden killer

Promise

Watch the hidden salt in the foodyou buy and you can significantly

reduce the salt your family consumes

Brand idea

Is your food full of S**t?

FSA - Salt

Problem

Idea

Position

Young people are immune to messagesabout limiting their alcohol consumption

Excessive drinking makes youvulnerable to immediate harm

Promise

Only you can know yourlimits and stay out of harm’s way

Brand idea

Alcohol makes you feel invinciblejust when you are most vulnerable

NHS/Home Office – Alcohol harm reduction

Problem

Idea

Position

Premium opportunities in the toilet paper category have been limited by perceptions that toilet paper is a household product instead of a personal one.

Your bottom deserves a skincare brand as much as any other part of your body

Promise

Lotus Freshness is luxuriously soft toilet tissues, infused

with a gentle cleansing balm.

Brand idea

Skincare for your derriere

Lotus

Problem

Idea

Position

Londoners don’t need another newspaper

Real Londoners live in London,work in London and play in London

Promise

The London Paper is your daily guideto our constantly changing city

Brand idea

We live London

The London Paper

Problem

Idea

Position

The ELC has lost its distinctive rolein parents lives – it’s just another toy shop

Play isn’t a part of a child’s life, it is a child’s life. And every aspect ofthat life is experienced through play

Promise

Toys and ideas designed to inspireImaginative, creative and physical play

Brand idea

You are what you play

The Early Learning Centre

Problem

Idea

Position

The irony of this category is that whilerecycling has never been more popular in the UK,

sales of recycled toilet tissue are in decline

You are not recycling ifyou don’t buy recycled

Promise

Nouvelle makes sense of your recyclingefforts because it is 100% recycled

with a 100% recycled core

Brand idea

The Recycling Cycle

Nouvelle

Problem

Idea

Position

The world of permission snacking thatpromises the earth and delivers very little

Generosity is the spirit of our age

Promise

With a whole portion inevery bar no other cereal baris as generous with the fruit

Brand idea

The Fruitiest Cereal Bar By Far

Frutasia

Problem

Idea

Position

When people eat ready made food they find it incredibly difficult to understand the excess

of information on packaging – in this instance too much information is a bad thing

Consumers should be given simple andactionable information on every

product they buy

Promise

The new traffic lights labelling standardtells you if a product has high, medium

or low levels of fats, sugar & salt

Brand idea

FSA – Food Labelling

Problem

Idea

Position Promise

Brand idea