Easter 2016
Line Development
Creata, São Paulo, October 10th, 2014
terça-feira, 25 de novembro de 14
Agenda
Creata
•The Briefing
• Reflection about Easter
• Consumer Insights
• Actuation Strategy – Mondelez 2016
• Presentin...
CREATA OVERVIEW Imagination realized
CREATA OVERVIEW Imagination realized
terça-feira, 25 de novembro de 14
CREATA OVERVIEW Imagination realized
terça-feira, 25 de novembro de 14
Quem somos nós
Nós somos uma agência global de ideias e
ativação de marca. Nós utilizamos o poder do
conceito “Play” para ...
Nosso time
CREATA OVERVIEW Imagination realized
terça-feira, 25 de novembro de 14
Produto
Promoção
Sorteios
Digital
Embalagem
POS
Insights
Estratégia
Supply Chain
ExperiênciasCriação
Creata Strategy
Digit...
CREATA OVERVIEW Imagination realized
ESCRITÓRIOS AMÉRICAS
Chicago, USA
Los Angeles, USA
Mexico City, Mexico
São Paulo, Bra...
CREATA OVERVIEW Imagination realized
Nossos parceirosNossos parceirosOur Partners
terça-feira, 25 de novembro de 14
CREATA OVERVIEW Imagination realized
Especialização-em-alto-volume,-qualidade-e-excelente-custo-
Fábricas-–-base-China-
– ...
CREATA OVERVIEW Imagination realized
Mais%de%12%bilhões%de%
produtos%produzidos%
Mais%de%17.000%SKUs%
%
ZERO%
RECALLS%%
Mo...
Em busca do “Play”!
Mais que um conceito de
ativação, uma realidade
das Famílias ao redor do
mundo.
O que
importa para
os ...
Como nós fazemos isso
CREATA OVERVIEW Imagination realized
How do we do that.
Licenses	
  and	
  consume	
  
analyses
-­‐	...
Espaço “Pequenos Arquitetos”
Brazi
l
London
Sydney
CREATA OVERVIEW Imagination realized
“Little Architects”space
terça-fei...
Sustainability
Initiative
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
MEASURE' MONITOR'
SET'
TARGETS'
REVIEW'
Our'strategy'consist'of'a'four'stage'approach'…'
Environmental,
Scorecard,
Managem...
Injec&on(
Moulding(
Air(
Compressor(
Others(
ligh&ng(&(air(
condi&oning(
Frequency(converter(for(injec&on(moulding(
Heat(r...
Core Printing Supplier – Sun Hing
Suppliers Certifications
terça-feira, 25 de novembro de 14
Awards
terça-feira, 25 de novembro de 14
• Large retailers and brands, leaders from government, non-governmental
organizations, philanthropic groups and academia s...
terça-feira, 25 de novembro de 14
Briefing
terça-feira, 25 de novembro de 14
Line development of Easter Eggs for
2016 regarding the creation need of:
Briefing
terça-feira, 25 de novembro de 14
Line development of Easter Eggs for
2016 regarding the creation need of:
Briefing
Good Value equation for
kids and shopper...
Beyond a marketing
promotional agency ...
It’s Worth It to remember
terça-feira, 25 de novembro de 14
Beyond a marketing
promotional agency ...
Creata has consolidate in time as
an expert in the process of
Mondelez Easter
It...
Even with years of relationship we face this project as a new challenge. We’ve
looked with new eyes and questioned our kno...
We Decided Go Beyond !
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Market Overview
Play Sessions and celebrating
Easter habits
Creation and development
of 2016 line
terça-feira, 25 de novem...
Market Overview
A Challenging Situation
terça-feira, 25 de novembro de 14
A Challenging Situation
Easter in Brazil:
the market presents a continuous downfall on the last 3 years near of a retracti...
some factors that can help
understand this movement
terça-feira, 25 de novembro de 14
unhappiness of the period
Festivity atmosphere
Forgetting
obligations
Far from quotidian
preoccupations
terça-feira, 25 de...
unhappiness of the period
Hangover after Carnival
Festivity atmosphere
Forgetting
obligations
Far from quotidian
preoccupa...
beside the market factors Easter has been impacted by the
"rationalization" of part of the consumers
The ludic character o...
disbelief in institutions
Ibge:	
  the	
  number	
  of	
  Catholics	
  has	
  decreased	
  in	
  Brazil
A	
  recent	
  stu...
terça-feira, 25 de novembro de 14
The faith
helps to
keep the
traditions /
terça-feira, 25 de novembro de 14
The faith
helps to
keep the
traditions /
when the
faith is
shaken / the
traditions
are shaken
too.
terça-feira, 25 de nove...
The faith
helps to
keep the
traditions /
when the
faith is
shaken / the
traditions
are shaken
too.
terça-feira, 25 de nove...
tripod of macro
challenges
terça-feira, 25 de novembro de 14
Rationalization
Period
Weakening of the
elements of symbolic
celebration
tripod of macro
challenges
terça-feira, 25 de nov...
How people see Easter in
Latin America?
What’s the solution?
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Desk Research with American Offices
terça-feira, 25 de novembro de 14
what does Easter means to families in the region?
What are rites and family traditions around Easter?
What’s does children...
Easter still is seen for many families as one of
the most important dates of the year
terça-feira, 25 de novembro de 14
Easter still is seen for many families as one of
the most important dates of the year
forgiven renovation love hope
terça-...
Easter has as an ally in the old school people, that
cherish for the traditions of familiar moments.
amor
terça-feira, 25 ...
Easter has as an ally in the old school people, that
cherish for the traditions of familiar moments.
amor
Intergenerationa...
And also you can find, although with less strength,
the usual ritual as:
amor
Family Union
See again relatives
Celebration...
Who would have thought it, the aspect
“play”of Easter is more live than ever !
To Creata, the “play” is a
concept that exp...
The talk we had with kids has confirmed it
an informal feeler, funny and appropriate to
create some insights.
terça-feira,...
To put it shortly
terça-feira, 25 de novembro de 14
About Easter, we can say that
there’s a latent dichotomy:
terça-feira, 25 de novembro de 14
About Easter, we can say that
there’s a latent dichotomy:
In one hand:
- Contraction of the
Market
- Rising Prices
- Consu...
About Easter, we can say that
there’s a latent dichotomy:
In one hand: In other...:
- Contraction of the
Market
- Rising P...
We Decided go Beyond!
terça-feira, 25 de novembro de 14
We had started thinking
Easter strategically:
We Decided go Beyond !
How Easter Works How it can be expressed
terça-feira,...
We had started thinking
Easter strategically:
We Decided go Beyond !
the period and
implications
Consumers habits
and atti...
the period and
implications
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Shrove
Tuesday
Ash
Wednesday
CARNIVAl
1º MOVEMENT
LESS INTEREST
terça-feira, 25 de novembro de 14
Quaresma: Lent: It's a time that expresses
the expectation, the purification, the return
of the Lord and the awareness tha...
Quaresma: Lent: It's a time that expresses
the expectation, the purification, the return
of the Lord and the awareness tha...
A Luta entre o Carnaval e a Quaresma (1559) — Pieter
Bruegel (1564-1638) — Kunsthistorisches Museum, Viena
Critical moment...
“"I always advise clients to anticipate
the purchases. If you can go to the
supermarket tomorrow (today) in the
morning, t...
We can see a strategic
opportunity to Mondelez in 2016
terça-feira, 25 de novembro de 14
EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
Problem:
Consumers little excited
with Easter and the after
vacations/car...
EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
ENJOY EASTER TIME
2º MOVEMENT
Problem:
Consumers little excited
with East...
EASTER IS HERE
(SEASON
INAUGURATION)
1º Movement
ENJOY EASTER TIME EASTER IS HERE
(SEASON
INAUGURATION)
2º MOVEMENT 3º MOV...
Bauducco	
  had	
  a	
  campaign	
  to	
  deliver	
  the	
  first	
  batch	
  of	
  
panetonnes.
EASTER IS HERE
(SEASON
INA...
More than just a season for sales the idea
is to express the celebration of Easter
with the grandiosity it deserve!
terça-...
The key word to understand
what the retail market has
with Christmas is anticipation.
terça-feira, 25 de novembro de 14
How does this
apply to reality?
terça-feira, 25 de novembro de 14
Easter	
  Lacta
UnforgeFble
terça-feira, 25 de novembro de 14
How the action happens:
In the period between the end of Carnival
and the Ash Wednesday, consumers that will
return to the...
How the action happens:
In the period between the end of Carnival
and the Ash Wednesday, consumers that will
return to the...
How the action happens:
In the period between the end of Carnival
and the Ash Wednesday, consumers that will
return to the...
Pre Easter Blitz:
Taking advantage of the time of payment of tolls, the
promoters will offer drivers a broadside of "Welcom...
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Inflatable dolls will welcome
people after the passage of
tolls on the major highways
of the city.
Welcome	
  to	
  
Easte...
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Places of high
concentration
terça-feira, 25 de novembro de 14
Invasion of Eggs:
In this action, Lacta "Easter egg", greatest
symbol of the period, will be present in the
most unusual p...
Urban artists will be invited to paint the
easter eggs making this a great outdoor art
exhibition
terça-feira, 25 de novem...
Opportunities:
Partnership with retailers to smaller towns like
Jundai, Bauru and Santos, as well as other
regions, with w...
terça-feira, 25 de novembro de 14
ENJOY EASTER TIME
2º MOVEMENT
terça-feira, 25 de novembro de 14
How the action happens::
We think of a differentiated approach along to
consumers in 2016. In it, the company will provide ...
How the action happens::
We think of a differentiated approach along to
consumers in 2016. In it, the company will provide ...
How the action happens::
We think of a differentiated approach along to
consumers in 2016. In it, the company will provide ...
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
APROVEITE O PERÍODO
DE PÁSCOA
Insights
de Trade
terça-feira, 25 de novembro de 14
APROVEITE O PERÍODO
DE PÁSCOA
Insights
de Trade
ENJOY EASTER TIME
2º MOVEMENT
terça-feira, 25 de novembro de 14
On the point of Sale.
Points of consideration:
importance of a demonstration
of the Toys that's enveloping
and fun interac...
Promoters will have a
tablet so they can
demonstrate how the
toys work.
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
To highlight the symbolic aspect of Easter
and to increase the average ticket for the
period, we tow a charitable action.
...
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
EASTER IS HERE
(SEASON
INAUGURATION)
3º MOVEMENT
terça-feira, 25 de novembro de 14
For the Finale of the third Movement of
Easter, we think of a tool that complies with
the function of increasing the avera...
Title:	
  Easter	
  Dream	
  promo3on
terça-feira, 25 de novembro de 14
Title: Easter Dream promotion
Mechanics: buy, earn and participate. With the
purchase of "Easter eggs" Lacta, the consumer...
We're approaching the Easter Sunday. Is
coming the most awaited moment for
children, grandparents, parents and
worshippers...
Here, we want to revisit a classic prank of
Easter ritual, the "egg hunt", bringing it to
the digital reality of children ...
An app that enables parents to map the home and the places in which the eggs will
be hidden. When children are approaching...
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
terça-feira, 25 de novembro de 14
Toys Line 2016
"The Cherry in the Cake" at the project.:
terça-feira, 25 de novembro de 14
O início de tudo:
2 groups with kids:
Group 1: 8-10
Group 2 10 -12
How they celebrate?
Properties Evaluation
Ideas of Toys...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
The challenge for children: > Discover a
character (and point). -The challenge for
planning and creative team:
Identify th...
How is she? What does she do? She's cool?
What's different from the other characters who do
you like?
In which places you'v...
terça-feira, 25 de novembro de 14
Quem são eles, como
são e o que fazem?
Elementos característicos
e temas de intersecção
Insights de produto,
toys e embala...
Quem são eles, como
são e o que fazem?
Elementos característicos
e temas de intersecção
Insights de produto,
toys e embala...
Concepts
terça-feira, 25 de novembro de 14
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Apresentação 3_Planejamento Diego Gervaes

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Apresentação 3_Planejamento Diego Gervaes

  1. 1. Easter 2016 Line Development Creata, São Paulo, October 10th, 2014 terça-feira, 25 de novembro de 14
  2. 2. Agenda Creata •The Briefing • Reflection about Easter • Consumer Insights • Actuation Strategy – Mondelez 2016 • Presenting Toys • Summary terça-feira, 25 de novembro de 14
  3. 3. CREATA OVERVIEW Imagination realized CREATA OVERVIEW Imagination realized terça-feira, 25 de novembro de 14
  4. 4. CREATA OVERVIEW Imagination realized terça-feira, 25 de novembro de 14
  5. 5. Quem somos nós Nós somos uma agência global de ideias e ativação de marca. Nós utilizamos o poder do conceito “Play” para criar conexões positivas entre pessoas e marcas. Nosso logo é um ovo, um símbolo universal da vida nova, transformação, e a espera de um potencial não realizado a surgir. Isso é o que trazemos para a marca de nossos parceiros. CREATA OVERVIEW Imagination realized Who are we? We're a global agency of ideas and brand activations. We use the concept "play" to create positive conections between people and brands. Our logo is an egg, an universal symbol of new life, transformations and the wait of a new potencial to bloom. And this is what we bring to the brands of our partners. terça-feira, 25 de novembro de 14
  6. 6. Nosso time CREATA OVERVIEW Imagination realized terça-feira, 25 de novembro de 14
  7. 7. Produto Promoção Sorteios Digital Embalagem POS Insights Estratégia Supply Chain ExperiênciasCriação Creata Strategy Digital Packaging Drawing ExperiencesCreation Promotion Products Insights Supply Chain Point of Sales terça-feira, 25 de novembro de 14
  8. 8. CREATA OVERVIEW Imagination realized ESCRITÓRIOS AMÉRICAS Chicago, USA Los Angeles, USA Mexico City, Mexico São Paulo, Brazil Buenos Aires, Argentina ESCRITÓRIOS ÁSIA Sydney, Australia Hong Kong, China Macau, China Shenzhen, China Shanghai, China Tokyo, Japan ESCRITÓRIOS EUROPA London, United Kingdom Munich, Germany Frankfurt, Germany Stockholm, Sweden Expertise local e relevânciaLocal expertise and relevance Asia Offices Europe OfficesAmerica Offices terça-feira, 25 de novembro de 14
  9. 9. CREATA OVERVIEW Imagination realized Nossos parceirosNossos parceirosOur Partners terça-feira, 25 de novembro de 14
  10. 10. CREATA OVERVIEW Imagination realized Especialização-em-alto-volume,-qualidade-e-excelente-custo- Fábricas-–-base-China- –  -14-fábricas-dedicadas-- --com-cerAficação-ISO- –  -150-outras-fábricas- –  --60,000-trabalhadores- 1.6-bilhões-de-produtos-- produzidos-a-cada-ano- –  -oficinas-de-modelos- –  -ferramentarias- –  -cerAficado-ICTI-para-os-locais-- -de-trabalho- - Factories – China Base 14 Dedicated Factories with ISO Certification 150 other Factories 60.000 Employees 1,6 Billions of Products manufactured every year Models Shop Tooling ICTI Certification for workplaces Specialized in high volume, quality, and great costs terça-feira, 25 de novembro de 14
  11. 11. CREATA OVERVIEW Imagination realized Mais%de%12%bilhões%de% produtos%produzidos% Mais%de%17.000%SKUs% % ZERO% RECALLS%% More than 12 billion of manufactured products More than 17.000 SKUs terça-feira, 25 de novembro de 14
  12. 12. Em busca do “Play”! Mais que um conceito de ativação, uma realidade das Famílias ao redor do mundo. O que importa para os pais O que importa para as famílias O que importa para as crianças Bem-Estar Segurança Proximidade Conexão Vontade Realização Diversão Empoderamento Pertencimento Insights 10Sources: NA, LAM Little Architects CREATA OVERVIEW Imagination realized Searching for "play"! More than a concept of activation, a reality to families around the world. well-­‐being,   security,   closeness fun,   empowering,   belonging connec5on,   will,   realiza5on What matters to families? What matters to children? What matters to parents? terça-feira, 25 de novembro de 14
  13. 13. Como nós fazemos isso CREATA OVERVIEW Imagination realized How do we do that. Licenses  and  consume   analyses -­‐  Consumers  and  popular   culture,  tendencies,   sta3s3cs,  demography Digital  strategy -­‐  Tendencies  and  projects   of  technology Consumer  insights Play  search  -­‐  owner   program  of  quan3ta3ve   and  qualita3ve   researchesbehavior terça-feira, 25 de novembro de 14
  14. 14. Espaço “Pequenos Arquitetos” Brazi l London Sydney CREATA OVERVIEW Imagination realized “Little Architects”space terça-feira, 25 de novembro de 14
  15. 15. Sustainability Initiative terça-feira, 25 de novembro de 14
  16. 16. terça-feira, 25 de novembro de 14
  17. 17. MEASURE' MONITOR' SET' TARGETS' REVIEW' Our'strategy'consist'of'a'four'stage'approach'…' Environmental, Scorecard, Management, System,(EMS), Achievements, and,Objec;ves, Learn,,repeat;, Best,prac;ces, terça-feira, 25 de novembro de 14
  18. 18. Injec&on( Moulding( Air( Compressor( Others( ligh&ng(&(air( condi&oning( Frequency(converter(for(injec&on(moulding( Heat(recycling(on(hopper(system( Electromagne&c(Hea&ng( Heat(recovery(system( (HWS(for(dormitory)( Alterna&ve(energy( (solar,(wind)( HCRH22(Refrigerant( LED(ligh&ng( Ini&a&ves(implemented( terça-feira, 25 de novembro de 14
  19. 19. Core Printing Supplier – Sun Hing Suppliers Certifications terça-feira, 25 de novembro de 14
  20. 20. Awards terça-feira, 25 de novembro de 14
  21. 21. • Large retailers and brands, leaders from government, non-governmental organizations, philanthropic groups and academia support iniatives to increase sourcing from women-owned businesses • For Wal-Mart, and other large retailers, this means empowering millions of women through promoting diversity and inclusion within their merchandise • Recently, Wal-Mart and WEConnect developed a logo for women-owned businesses to place on product packaging at retail, to make it apparent to end consumers they are supporting women-owned businesses with their purchases Our New Certification is Especially Important for Creata Retail Initiatives Source:(WEConnect(Interna0onal( terça-feira, 25 de novembro de 14
  22. 22. terça-feira, 25 de novembro de 14
  23. 23. Briefing terça-feira, 25 de novembro de 14
  24. 24. Line development of Easter Eggs for 2016 regarding the creation need of: Briefing terça-feira, 25 de novembro de 14
  25. 25. Line development of Easter Eggs for 2016 regarding the creation need of: Briefing Good Value equation for kids and shoppers (responsible) Innovation for kids with ideas“out of box” To promote a connection with digital universe 1 2 3 terça-feira, 25 de novembro de 14
  26. 26. Beyond a marketing promotional agency ... It’s Worth It to remember terça-feira, 25 de novembro de 14
  27. 27. Beyond a marketing promotional agency ... Creata has consolidate in time as an expert in the process of Mondelez Easter It’s Worth It to remember terça-feira, 25 de novembro de 14
  28. 28. Even with years of relationship we face this project as a new challenge. We’ve looked with new eyes and questioned our knowledge to identify opportunities and through this we brought an innovative and different project. Therefore, terça-feira, 25 de novembro de 14
  29. 29. We Decided Go Beyond ! terça-feira, 25 de novembro de 14
  30. 30. terça-feira, 25 de novembro de 14
  31. 31. Market Overview Play Sessions and celebrating Easter habits Creation and development of 2016 line terça-feira, 25 de novembro de 14
  32. 32. Market Overview A Challenging Situation terça-feira, 25 de novembro de 14
  33. 33. A Challenging Situation Easter in Brazil: the market presents a continuous downfall on the last 3 years near of a retraction of 14% in the accumulated between 2011 and 2013. The cost of the kilo of the Easter eggs has been rising also in virtue. Emphasis on the gaining of share of “bonbons” Source: Nielsen X X X Constant market retraction; Rise of the cost of Easter eggs; bonbons cannibalizing other products of the basket through the period. terça-feira, 25 de novembro de 14
  34. 34. some factors that can help understand this movement terça-feira, 25 de novembro de 14
  35. 35. unhappiness of the period Festivity atmosphere Forgetting obligations Far from quotidian preoccupations terça-feira, 25 de novembro de 14
  36. 36. unhappiness of the period Hangover after Carnival Festivity atmosphere Forgetting obligations Far from quotidian preoccupations terça-feira, 25 de novembro de 14
  37. 37. beside the market factors Easter has been impacted by the "rationalization" of part of the consumers The ludic character of the celebration is shaken when confronted with "numbers" terça-feira, 25 de novembro de 14
  38. 38. disbelief in institutions Ibge:  the  number  of  Catholics  has  decreased  in  Brazil A  recent  study  about  religion  in  Brazil  shows  a  sharp  reduc3on  of  the  par3cipa3on  of   Catholics  and  the  related  grown  in  the  number  of  protestants,  in  addi3on  to  those   who  declare  themselves  with  no  religion  or  atheists. terça-feira, 25 de novembro de 14
  39. 39. terça-feira, 25 de novembro de 14
  40. 40. The faith helps to keep the traditions / terça-feira, 25 de novembro de 14
  41. 41. The faith helps to keep the traditions / when the faith is shaken / the traditions are shaken too. terça-feira, 25 de novembro de 14
  42. 42. The faith helps to keep the traditions / when the faith is shaken / the traditions are shaken too. terça-feira, 25 de novembro de 14
  43. 43. tripod of macro challenges terça-feira, 25 de novembro de 14
  44. 44. Rationalization Period Weakening of the elements of symbolic celebration tripod of macro challenges terça-feira, 25 de novembro de 14
  45. 45. How people see Easter in Latin America? What’s the solution? terça-feira, 25 de novembro de 14
  46. 46. terça-feira, 25 de novembro de 14
  47. 47. Desk Research with American Offices terça-feira, 25 de novembro de 14
  48. 48. what does Easter means to families in the region? What are rites and family traditions around Easter? What’s does children think about Easter? How they celebrate? What’s the role of Easter eggs and toys in the celebration of Easter? terça-feira, 25 de novembro de 14
  49. 49. Easter still is seen for many families as one of the most important dates of the year terça-feira, 25 de novembro de 14
  50. 50. Easter still is seen for many families as one of the most important dates of the year forgiven renovation love hope terça-feira, 25 de novembro de 14
  51. 51. Easter has as an ally in the old school people, that cherish for the traditions of familiar moments. amor terça-feira, 25 de novembro de 14
  52. 52. Easter has as an ally in the old school people, that cherish for the traditions of familiar moments. amor Intergenerational character terça-feira, 25 de novembro de 14
  53. 53. And also you can find, although with less strength, the usual ritual as: amor Family Union See again relatives Celebration together terça-feira, 25 de novembro de 14
  54. 54. Who would have thought it, the aspect “play”of Easter is more live than ever ! To Creata, the “play” is a concept that express the emotional and psychological reaction whose people evoke in really ludic circumstance. The “play” happens in out of routine moments: “a game “, “a picture”, “a staging”. ... terça-feira, 25 de novembro de 14
  55. 55. The talk we had with kids has confirmed it an informal feeler, funny and appropriate to create some insights. terça-feira, 25 de novembro de 14
  56. 56. To put it shortly terça-feira, 25 de novembro de 14
  57. 57. About Easter, we can say that there’s a latent dichotomy: terça-feira, 25 de novembro de 14
  58. 58. About Easter, we can say that there’s a latent dichotomy: In one hand: - Contraction of the Market - Rising Prices - Consumers rationalizing the theme terça-feira, 25 de novembro de 14
  59. 59. About Easter, we can say that there’s a latent dichotomy: In one hand: In other...: - Contraction of the Market - Rising Prices - Consumers rationalizing the theme - still present in familiar celebration calendar - has cultural and emotional appeal - Has some strong and timeless symbolic elements (play) terça-feira, 25 de novembro de 14
  60. 60. We Decided go Beyond! terça-feira, 25 de novembro de 14
  61. 61. We had started thinking Easter strategically: We Decided go Beyond ! How Easter Works How it can be expressed terça-feira, 25 de novembro de 14
  62. 62. We had started thinking Easter strategically: We Decided go Beyond ! the period and implications Consumers habits and attitudes Insights of Trade Easter (Toys, products, and packages) How Easter Works How it can be expressed terça-feira, 25 de novembro de 14
  63. 63. the period and implications terça-feira, 25 de novembro de 14
  64. 64. terça-feira, 25 de novembro de 14
  65. 65. Shrove Tuesday Ash Wednesday CARNIVAl 1º MOVEMENT LESS INTEREST terça-feira, 25 de novembro de 14
  66. 66. Quaresma: Lent: It's a time that expresses the expectation, the purification, the return of the Lord and the awareness that God is faithful to his promises ”Papa Bento XVI Shrove Tuesday Ash Wednesday Lent Palm Sunday CARNIVAl 1º MOVEMENT 2º MOVEMENT LESS INTEREST MODERATE INTEREST terça-feira, 25 de novembro de 14
  67. 67. Quaresma: Lent: It's a time that expresses the expectation, the purification, the return of the Lord and the awareness that God is faithful to his promises ”Papa Bento XVI Shrove Tuesday Ash Wednesday Lent Holy Friday Holy Saturday Holy Tuesday Holy Thursday Holy Monday Palm Sunday CARNIVAl Holy Week 1º MOVEMENT 2º MOVEMENT 3º MOVEMENT LESS INTEREST MODERATE INTEREST NECESSITY OF INTEREST terça-feira, 25 de novembro de 14
  68. 68. A Luta entre o Carnaval e a Quaresma (1559) — Pieter Bruegel (1564-1638) — Kunsthistorisches Museum, Viena Critical moments in Easter terça-feira, 25 de novembro de 14
  69. 69. “"I always advise clients to anticipate the purchases. If you can go to the supermarket tomorrow (today) in the morning, they would avoid headaches. On account of having left for the last time, the price survey should be up discarded” Émerson Svizzero SUPERMARKET ASSOCIATION (SAO PAULO) Critical moments in Easter Last  Time”  Consumers  crowd  markets   terça-feira, 25 de novembro de 14
  70. 70. We can see a strategic opportunity to Mondelez in 2016 terça-feira, 25 de novembro de 14
  71. 71. EASTER IS HERE (SEASON INAUGURATION) 1º Movement Problem: Consumers little excited with Easter and the after vacations/carnival period Solution: Ludic communication and brand activation directed to the places where people pass by, and bring them to the Easter universe Background: Keep your Eyes open ! The Easter is here Reference Bauducco Baking Communication answer to the most important issues PROBLEM: It's a cultural problem, which we consider the insistence of the consumer to let the shopping for the last few days. Solution : Stimulate the PDV at places of great circulation of people to get used to the idea of Easter to include them on the atmosphere in a fun a collective way. BACKGROUNG: "Enjoy Easter your way". REFERENCE: Easter Trees, Europe and South of the Country. PROBLEM: Flow of Easter Eggs Solution : Surprise BACKGROUNG: "Let’s celebrate the Easter!” terça-feira, 25 de novembro de 14
  72. 72. EASTER IS HERE (SEASON INAUGURATION) 1º Movement ENJOY EASTER TIME 2º MOVEMENT Problem: Consumers little excited with Easter and the after vacations/carnival period Solution: Ludic communication and brand activation directed to the places where people pass by, and bring them to the Easter universe Background: Keep your Eyes open ! The Easter is here Reference Bauducco Baking Communication answer to the most important issues PROBLEM: It's a cultural problem, which we consider the insistence of the consumer to let the shopping for the last few days. Solution : Stimulate the PDV at places of great circulation of people to get used to the idea of Easter to include them on the atmosphere in a fun a collective way. BACKGROUNG: "Enjoy Easter your way". REFERENCE: Easter Trees, Europe and South of the Country. PROBLEM: Flow of Easter Eggs Solution : Surprise BACKGROUNG: "Let’s celebrate the Easter!” terça-feira, 25 de novembro de 14
  73. 73. EASTER IS HERE (SEASON INAUGURATION) 1º Movement ENJOY EASTER TIME EASTER IS HERE (SEASON INAUGURATION) 2º MOVEMENT 3º MOVEMENT Problem: Consumers little excited with Easter and the after vacations/carnival period Solution: Ludic communication and brand activation directed to the places where people pass by, and bring them to the Easter universe Background: Keep your Eyes open ! The Easter is here Reference Bauducco Baking Communication answer to the most important issues PROBLEM: It's a cultural problem, which we consider the insistence of the consumer to let the shopping for the last few days. Solution : Stimulate the PDV at places of great circulation of people to get used to the idea of Easter to include them on the atmosphere in a fun a collective way. BACKGROUNG: "Enjoy Easter your way". REFERENCE: Easter Trees, Europe and South of the Country. PROBLEM: Flow of Easter Eggs Solution : Surprise BACKGROUNG: "Let’s celebrate the Easter!” terça-feira, 25 de novembro de 14
  74. 74. Bauducco  had  a  campaign  to  deliver  the  first  batch  of   panetonnes. EASTER IS HERE (SEASON INAUGURATION) 1º Movement terça-feira, 25 de novembro de 14
  75. 75. More than just a season for sales the idea is to express the celebration of Easter with the grandiosity it deserve! terça-feira, 25 de novembro de 14
  76. 76. The key word to understand what the retail market has with Christmas is anticipation. terça-feira, 25 de novembro de 14
  77. 77. How does this apply to reality? terça-feira, 25 de novembro de 14
  78. 78. Easter  Lacta UnforgeFble terça-feira, 25 de novembro de 14
  79. 79. How the action happens: In the period between the end of Carnival and the Ash Wednesday, consumers that will return to the cities will face impacting actions of visibility and awareness that will make them remember that Easter is upon arrival terça-feira, 25 de novembro de 14
  80. 80. How the action happens: In the period between the end of Carnival and the Ash Wednesday, consumers that will return to the cities will face impacting actions of visibility and awareness that will make them remember that Easter is upon arrival Everything starts coming back home.. ... when it happen? terça-feira, 25 de novembro de 14
  81. 81. How the action happens: In the period between the end of Carnival and the Ash Wednesday, consumers that will return to the cities will face impacting actions of visibility and awareness that will make them remember that Easter is upon arrival Everything starts coming back home.. ... when it happen? Tolls Restaurants Places of high concentrationApproach terça-feira, 25 de novembro de 14
  82. 82. Pre Easter Blitz: Taking advantage of the time of payment of tolls, the promoters will offer drivers a broadside of "Welcome to Easter" with a "Easter Mondelez Menu", a piece with options of easter eggs, explanation of each, properties and toys. Additionally, will be given a refrigerator magnet or sticker so that those responsible don't forget to purchase 85 Inflatable dolls will welcome people after the passage of tolls on the major highways of the city. Tolls Restaurants terça-feira, 25 de novembro de 14
  83. 83. terça-feira, 25 de novembro de 14
  84. 84. terça-feira, 25 de novembro de 14
  85. 85. Inflatable dolls will welcome people after the passage of tolls on the major highways of the city. Welcome  to   Easter  Lacta UnforgeFble terça-feira, 25 de novembro de 14
  86. 86. terça-feira, 25 de novembro de 14
  87. 87. terça-feira, 25 de novembro de 14
  88. 88. Places of high concentration terça-feira, 25 de novembro de 14
  89. 89. Invasion of Eggs: In this action, Lacta "Easter egg", greatest symbol of the period, will be present in the most unusual places in the city. The large flow of people coming from vacation (field, seaside, towns) will be greeted with giant eggs at the entrances of the city. A clear territorial demarcation, calendar and consideration in people's minds, encouraging them to anticipate their purchases! terça-feira, 25 de novembro de 14
  90. 90. Urban artists will be invited to paint the easter eggs making this a great outdoor art exhibition terça-feira, 25 de novembro de 14
  91. 91. Opportunities: Partnership with retailers to smaller towns like Jundai, Bauru and Santos, as well as other regions, with which the Creata already know and have good relationship. terça-feira, 25 de novembro de 14
  92. 92. terça-feira, 25 de novembro de 14
  93. 93. ENJOY EASTER TIME 2º MOVEMENT terça-feira, 25 de novembro de 14
  94. 94. How the action happens:: We think of a differentiated approach along to consumers in 2016. In it, the company will provide a moment of fun, in that each one may live Easter in their own way and share with friends and family. A giant egg tree will be the protagonist of Easter! In a place of high concentration of people and huge visibility, we're going to have a huge Tree full of Eggs Lacta, and a number of children's activities around. The activities will be conducted by promoters and the space will be available for people to take "selfies", share and have fun. terça-feira, 25 de novembro de 14
  95. 95. How the action happens:: We think of a differentiated approach along to consumers in 2016. In it, the company will provide a moment of fun, in that each one may live Easter in their own way and share with friends and family. A giant egg tree will be the protagonist of Easter! In a place of high concentration of people and huge visibility, we're going to have a huge Tree full of Eggs Lacta, and a number of children's activities around. The activities will be conducted by promoters and the space will be available for people to take "selfies", share and have fun. When it happen: During lent terça-feira, 25 de novembro de 14
  96. 96. How the action happens:: We think of a differentiated approach along to consumers in 2016. In it, the company will provide a moment of fun, in that each one may live Easter in their own way and share with friends and family. A giant egg tree will be the protagonist of Easter! In a place of high concentration of people and huge visibility, we're going to have a huge Tree full of Eggs Lacta, and a number of children's activities around. The activities will be conducted by promoters and the space will be available for people to take "selfies", share and have fun. When it happen: During lent Where: Mall like : Eldorado, Aricanduva ou Center Norte. terça-feira, 25 de novembro de 14
  97. 97. terça-feira, 25 de novembro de 14
  98. 98. terça-feira, 25 de novembro de 14
  99. 99. APROVEITE O PERÍODO DE PÁSCOA Insights de Trade terça-feira, 25 de novembro de 14
  100. 100. APROVEITE O PERÍODO DE PÁSCOA Insights de Trade ENJOY EASTER TIME 2º MOVEMENT terça-feira, 25 de novembro de 14
  101. 101. On the point of Sale. Points of consideration: importance of a demonstration of the Toys that's enveloping and fun interactive both for children and for those responsible. Possibility of interaction, so that the child feel motivated to take home. PDV: "There's no way, the selling point is crucial because that's where everything happens" PDV:“Não tem jeito, o ponto de venda éfundamental porque é lá que tudo acontece” terça-feira, 25 de novembro de 14
  102. 102. Promoters will have a tablet so they can demonstrate how the toys work. terça-feira, 25 de novembro de 14
  103. 103. terça-feira, 25 de novembro de 14
  104. 104. To highlight the symbolic aspect of Easter and to increase the average ticket for the period, we tow a charitable action. Mechanics: with the purchase of 1 specific Easter egg, the consumer will have at your disposal a menu of options to support Charitable Institutions and child development, for which he can send another egg at no extra cost. Past the Easter period, that consumer will receive by e-mail a photo or text of appreciation of the person gifted. terça-feira, 25 de novembro de 14
  105. 105. terça-feira, 25 de novembro de 14
  106. 106. terça-feira, 25 de novembro de 14
  107. 107. EASTER IS HERE (SEASON INAUGURATION) 3º MOVEMENT terça-feira, 25 de novembro de 14
  108. 108. For the Finale of the third Movement of Easter, we think of a tool that complies with the function of increasing the average ticket of consumers, in addition of having a strong playful and aspirational potential. terça-feira, 25 de novembro de 14
  109. 109. Title:  Easter  Dream  promo3on terça-feira, 25 de novembro de 14
  110. 110. Title: Easter Dream promotion Mechanics: buy, earn and participate. With the purchase of "Easter eggs" Lacta, the consumer wins in the moment a golden mini-egg. When opening the egg the consumer can win a prize at the time. All the eggs have a PDP so the child can play, paint or play at home. With the tax coupon code, consumers will enter the hotsite promotion hotsite, put the personal information and will participate in a great final raffle which will lead them to a trip to Disney. Awards: Instant Awards: Pdps and toys (Ransom in Exchange for the Key Accounts jobs participants). Final Awards: draw for Disney And still: codes sent during the first weeks of promotion has more chances to win. terça-feira, 25 de novembro de 14
  111. 111. We're approaching the Easter Sunday. Is coming the most awaited moment for children, grandparents, parents and worshippers of special moments in family! terça-feira, 25 de novembro de 14
  112. 112. Here, we want to revisit a classic prank of Easter ritual, the "egg hunt", bringing it to the digital reality of children today terça-feira, 25 de novembro de 14
  113. 113. An app that enables parents to map the home and the places in which the eggs will be hidden. When children are approaching the eggs, the app signals "is hot" and "cold", when they're moving away. terça-feira, 25 de novembro de 14
  114. 114. terça-feira, 25 de novembro de 14
  115. 115. terça-feira, 25 de novembro de 14
  116. 116. terça-feira, 25 de novembro de 14
  117. 117. terça-feira, 25 de novembro de 14
  118. 118. Toys Line 2016 "The Cherry in the Cake" at the project.: terça-feira, 25 de novembro de 14
  119. 119. O início de tudo: 2 groups with kids: Group 1: 8-10 Group 2 10 -12 How they celebrate? Properties Evaluation Ideas of Toys/Packaging and products The scope The Approach terça-feira, 25 de novembro de 14
  120. 120. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. the“big challenge” terça-feira, 25 de novembro de 14
  121. 121. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. the“big challenge” terça-feira, 25 de novembro de 14
  122. 122. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. 1 the“big challenge” terça-feira, 25 de novembro de 14
  123. 123. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. 1 2 the“big challenge” terça-feira, 25 de novembro de 14
  124. 124. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. 1 2 3 the“big challenge” terça-feira, 25 de novembro de 14
  125. 125. The challenge for children: > Discover a character (and point). -The challenge for planning and creative team: Identify the symbolic elements characteristic of each property. > Chart a link of these elements in the format of Toys, in terms of functionality, design and synergy with the property. 1 2 3 4 the“big challenge” terça-feira, 25 de novembro de 14
  126. 126. How is she? What does she do? She's cool? What's different from the other characters who do you like? In which places you've ever seen the Hello Kit? She has friends? Which other themes Hello Kit is related with? HELLO KITTY terça-feira, 25 de novembro de 14
  127. 127. terça-feira, 25 de novembro de 14
  128. 128. Quem são eles, como são e o que fazem? Elementos característicos e temas de intersecção Insights de produto, toys e embalagens Classificação Hello Kitty 1. Laço como principal acessorio.É simpática, carinhosa, vaidosa, tem amigos, tem um gato, mas não fala. Tem a ver com: Educação, amizade, boas maneiras, moda. Cozinha até faz sentido, citam“McDonald’s”. É uma família muito encrenqueira que sempre se mete em confusão. Os Simpsons 1. O sofa é o elemento simbolico que mais representa a familia. Bebe: Chupeta Bart: Skate+Estilingue Margie: Cabelo Homer: Cerveja+Rosca Liza: Perolas+Safoxone Ovo: - Estilingue com o Rosto do Bart - Família no Sofá. Toys: Acessórios da Familia + Coleçãõ Barbie Mais que uma boneca, é um personagem de “filme”, eclética (sereia, médica, fada, etc). Todo filme tem“mágica” 1. Vestido (Rosa) elemento característico. 2. Casa + Carro. 3. Salto alto. Tem a ver com Moda, Beleza, Vaidade - Ovo: Formato de Salto Toys: Acessórios, Pulseira, maquiagem 1. Relógio (Omnitrix) 2. Cor Verde. Um menino-herói que salva o mundo se transformando em alienígenas. O mais legal é a“transformação”! Ovo: Verde Toy: - Relógio com luz que projeta os alienígenas. - Alienígenas Ben 10 Tem amigos, é conhecido por todos, trafega no universo da amizade. Ovo: - Envolto em um laço Toys: Acessórios Main results of the dialogue terça-feira, 25 de novembro de 14
  129. 129. Quem são eles, como são e o que fazem? Elementos característicos e temas de intersecção Insights de produto, toys e embalagens Classificação Monster High 1. Cabelos diferentes 2. Sapato da Dracuraula 3. Caveira São monstras que descendem de grandes Monstros conhecidos. Quando aparecem humanos elas pensam que é do bem mas são do mal. Tem a ver com: Diversão, Moda, Maquiagem, Esportes. Ever After High Max Steel Ben 10 Ovo: - Caveira Toys: - Lanterna - Partes do corpo Tem duas turmas: Rabels & Royals 1. Chave com a palavra: ELA Toys: - Vestido que transforma os personagens - Diário com uma chave Tem a ver com: Diversão, Moda, Maquiagem. Steel alienígena que consegue controlar os poderes do Max. Ovo: Em forma do Steel / Toys: - Steel tem que mexer os braços, acender luz. - Game 1. Uniforme de herói / Steel São carros super tunados/turbinados Toys: -Carro que sai o som do motor/ com rádio e/ou Alarme. O carro está na esfera do senso comum, poderia ter algo complementar como“capacete”, mini-pistinha, etc. terça-feira, 25 de novembro de 14
  130. 130. Concepts terça-feira, 25 de novembro de 14

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