brandez-vous for Maybelline New York (Brandstorm 2009)

WE COULD… © brandez-vous | May 13, 2009 | slide … PLAY WITH IDEAS…

NOT TO LEVERAGE . T O BUILD . © brandez-vous | May 13, 2009 | slide

55 seconds Chanel No. 5 just sells another bottle of the most selling perfume on the world

M FOR MARKET © brandez-vous | May 13, 2009 | slide

M » ANALYSIS © brandez-vous | May 13, 2009 | slide $30.5 bn +3% p. a. 88% WENA+EEIA Women » Man 10 = 50% CK/DKNY/M ∙B ∙L

M » CONSUMER © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them

M » SWOT © brandez-vous | May 13, 2009 | slide

S FOR STRATEGY © brandez-vous | May 13, 2009 | slide

S » KEY POINTS © brandez-vous | May 13, 2009 | slide Female fragrance Targeted mainly to current Ma ybelline New York users Keeping the current positioning

S » GREATEST ASSET © brandez-vous | May 13, 2009 | slide GIRLS – FANS – AMBASSADORS

R FOR RESEARCH © brandez-vous | May 13, 2009 | slide

R » CO-CREATION © brandez-vous | May 13, 2009 | slide Mabel’s Perfume = social networking panel of 300+ Mabelline New York fans - GIRLS

R » QUESTIONARY © brandez-vous | May 13, 2009 | slide Collecting ideas Watching the girls point of view

R » RESULTS © brandez-vous | May 13, 2009 | slide They are worldwide They use 2+ perfume They use it daily They often carry it in handbag (it needs to be small) It is something very personal for them

R » SEMIOTICS © brandez-vous | May 13, 2009 | slide The real meaning of the brand

B FOR BRAND © brandez-vous | May 13, 2009 | slide

B » A MIRROR © brandez-vous | May 13, 2009 | slide COMPANY BRAND | CONSUMER PEOPLE Products C U L T U R E Needs Services = a mirror image between brand and consumer Desires

B » BEYOND NAME © brandez-vous | May 13, 2009 | slide Maybelline [’mei-bi,lin] Older sister (friend) who always gives advice, shows new horizons and help us get there, yet not too old for fun

© brandez-vous | May 13, 2009 | slide BRAND MOLECULE Sex and the City Mabel & T.L. Williams’ story Educative older sister-like New York Girls having fun Parties Maybe she was born with it Christy Turlington story

B » RECAP © brandez-vous | May 13, 2009 | slide Brand meaning: it helps them get there. WTF?: help girls get to New York in both tangible and intangible meaning.

B » RECAP © brandez-vous | May 13, 2009 | slide -> PROCESS , NOT A STATE .

C FOR CONCEPT © brandez-vous | May 13, 2009 | slide

C » CORE STORY © brandez-vous | May 13, 2009 | slide Focus on the brand meaning. Unfold the idea.

C » CORE STORY © brandez-vous | May 13, 2009 | slide They ’re searching for where they are heading in their life. -> THE PROCESS

C » OUR CONCEPT: MESSAGE IN THE BOTTLE © brandez-vous | May 13, 2009 | slide

C » MESSAGE in BOTTLE © brandez-vous | May 13, 2009 | slide The process. Heading somewhere. MAYBE it will get there… -> THE POWER OF MAYBE

C » MAYBE © brandez-vous | May 13, 2009 | slide Maybe means there are opportunities . It is possible to do and reach what I want.

C » MAYBE © brandez-vous | May 13, 2009 | slide The message is about them. So it has to be special. Because they are special . Fuel: emotions -> use metaphor

C » GURLIES © brandez-vous | May 13, 2009 | slide Heading for a disco… Strong, sweet scents Fun • Pop-culture • Disco Lolipop • Discoball • City Rush Party

C » 52 nd FLOOR © brandez-vous | May 13, 2009 | slide Heading for high position Glam-elegant scents Ambition • Sophistication Knowledge • Little things Skyscrpares

C » Leisure © brandez-vous | May 13, 2009 | slide Heading for peace in life Fresh smell of ground after the rain Oasis • Central Park • Time for myself • Maturity

MEDIAMIX TIMELINE DM PR PRINTS IN STORE ACTIVITIES SHORT FILM TV AD LAUNCH WEB - MICROSITE WEB - SOCIAL NETW MOBILE APP IN STORE TEASING Q4 Q3 Q2 Q1 Q4 Q3 Q2 Q1 ACTIVITY 2011 2010

SHORT FILM TV AD ,[object Object],[object Object]

THANK YOU FOR YOUR ATTENTION © brandez-vous | May 13, 2009 | slide brandez-vous team DUŠAN MURČO · MARTIN ŠLECHTA · JAN EISENMANN

brandez-vous for Maybelline New York (Brandstorm 2009)

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brandez-vous for Maybelline New York (Brandstorm 2009)