DOLE / TROPICANA / AQUAFINA KEY VISUAL and TAGLINE DENTSU SHANGHAI 2016.11.03
AGENDA: 1. DOLE (Strategy, Creative, IMC) 2. Tropicana (Creative, IMC) 3. Aquafina (Strategy, Creative)
Strategy
Creative
Objective: - Leveraging the increasing health conscious-ness with the claim “Delight in Natural Goodness” - Push people to switch brands from non-100% juice drinkers - Create even stronger emotional bond with existing 100% juice drinkers to grow Dole Business.
What to Say? “Tasty & Healthy” (Delight in Natural Goodness) - Premium - International - Urban These are product truths that differentiate Dole from competitors.
Target: - More Health Consicous - Urban, Cosmopolitan and Trendy - Seeking for successful life
“Tasty & Healthy” Premium International UrbanHealth Conscious Trendy Cosmopolitan Active Seeking for SuccessDOLE in China = “Drink supports active urban life (seeking for success)”
3 Key Occasions
Direction 1: WITH 欢乐颂 2 (Ode to Joy 2)
欢乐颂 2 （Ode to Joy 2)Ode to Joy is a story about girls from small city, living in Shanghai and growing up to become independent, and successful woman. Shanghai = International, Urban, Trendy, Main Character = Seeking for Successful Life Thus, it certainly is good match for Dole and have more possibility to communicate the brand than just borrowing famous face.
However,,, As far as we know at this point, there are only two scenes in “Ode to Joy” features Dole products. Therefore, there are many limitations to execute ads accordingly to marketing strategy.
Key Visual (Drinking)This should be taken from actual TV scene.product authenticity*hand written font to express premium feeling
Tasty & Healthy (Delight in Natural Goodness)Urban / Premium Lifestyle. May not be so international. But, it can communicate brand power.Show Product Authenticity to appeal 100% Juice*hand writing font to express natural feeling
Key Visual (Drinking)This should be taken from actual TV scene.product authenticity*hand written font to express premium feeling
Key Visual (Refridgerator)This should be taken from actual TV scene.product authenticity*hand written font to express premium feeling
Direction 2: W/O 欢乐颂 2 (Ode to Joy 2)
Key Visual (Breakfast)
International / Urban / Premium (& Healthy) LifestyleShow Product Authenticity to appeal 100% Juice*hand writing font to express natural feeling *models can also be Chinese (or mixed)Tasty & Healthy (Delight in Natural Goodness)
Key Visual (Office)Male & Female working in trendy office *They should be enjoy drinking Dole.Showing farm (product authenticity)*modern font to express premium feeling
Key Visual (Office)Female leading team in office *They should be enjoy drinking Dole.*modern font to express premium feeling on right
Key Visual (Office)Female working hard and eating power breakfast at desk, drinking Dole.*hand written font to express natural feeling
Key Visual (Home)...
