presented by ReloadKRAFT JIF JAF LAUNCH PROPOSAL
EXECUTION IDEA & PLAN AGENDA YOUR BRIEF STRATEGIC THINKING ROADMAP
Launch Kraft Jif Jaf in China Get millennials to talk about and try Kraft Jif Jaf on ecommerce by offering them an odd but delicious range of biscuits JOB TO BE DONE
WHAT WE ALREADY HAVE The Jif Jaf family & their iconic eyes The campaign idea An exciting launch portfolio & character merchandise
INSIGHT COMPETITOR CATEGORY COMPANY CONSUMER
CATEGORY INSIGHT Sweet biscuits are considered ‘indulgent biscuits’, which are supposed to light up moods more than just to satisfy hunger. Data Source: Mintel: Biscuits, Cookies and Crackers - 2017 44% 44% 45% 51% [�]To satisfy a craving To satisfy hunger To treat myself To release stress I need an energy boost WHY DO CONSUMERS EAT SWEET BISCUITS ?
Play With Oreo OREO KSF 青春组合分享快乐 Happiness Doubled By Sharing CHIPS AHOY! 一起愚乐 Do Silly Things For Fun COMPETITIVE CLAIMS Major competitors all underline fun & happiness as products’ emotional benefits. 趣玩新花样
LET US GO BACK TO JIF JAF we are more than superficial fun We also want to remind people to have some delicious fun in life, which is exactly the consumer’s major need for sweet biscuits. but we take a distinctive approach - we show consumer the funny side of life by uncovering its oddness
JIF JAF IS ODDLY & UNEXPECTEDLY FUN A virgin territory unoccupied by major competitors creative fun shared fun silly fun
At this age (20-30)� they have to behave maturely to fit into society. But deep down inside, there is still a giant baby, naughty & crazy. CONSUMER INSIGHT — CULTURAL TENSION outside vs inside
NEW CONDITIONS FACING THE MILLENNIALS After they become young adults, they have to face more challenges independently and bear the responsibility of supporting the whole family, alone. THE 4-2-1 FAMILY STRUCTURE During their childhood, they are the only child of the whole family and are well taken care of by all family members. They need an outlet to reduce the stress. Huge Psychological Gap & Stress
NEW CONDITIONS FACING THE MILLENNIALS PACE OF LIFE SPEEDING UP & ECONOMY SLOWING DOWN The pace of millennials’ life keeps accelerating, so they want all things to be new, short and exciting. Little Fun & Excitement At Low Cost Will Be A New Trend. China’ s economic slow-down increases their living cost and brings more pressure.
Only on the Internet, will they take off the social masks and unleash their true selves out.
They are crazy about brainwashing songs. S p o n t a n e o u s U s e r - g e n e r a t e d C o n t e n t T h e O r i g i n a l S o n g O f PPAP
They are strangely fascinated by bizarre flavored food...... and people. Oldenlandia Water- the strangest flavored & hottest beverage among young adults on the internet Discussion: 11000 / Reads: 15 million o...
