Packaging That Sells Moosehead Presentation 2015

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:!

!

!

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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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."

"

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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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

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