grey team "eat, grey, love" brand hack presentation - daic, 8/25/15

EAT

LoveGREY

CategoryLANDING THE RIGHTSTRATEGIC BRANDIDEA FOR CREATIVE

DISCOVERIES INFOUR AREAS:

Our Approach

Brand Audience

Culture

Brand Idea

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Candy CategoryThe snack market is growing with 94% of adults snacking daily and 50% snacking two or three times a day. But with that comes additional clutter; chops, chocolates, confections are now complete against each other to satisfy that craving.

On top of that, the serendipity of discovering candy at checkout has drastically decreased as mobile phones have become distractions and filled that time while waiting in line.

SOURCE: Mintel US April 2015, Snacking motivations and attitudes /4

Cultural TrendWe are the most stressed we’ve ever been in the past 10 years - and we are looking for ways to help

In this digital age, our always connected, IWIWIWI, multi-tasking lives have contributed to more pressures and higher levels of stress that has lead to growth in niche solutions

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Breathe2Relax AppHeadspace App Happify App

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Consumer Truths

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“Millennials are officially the most stressed generation in America”with 36% of their stress increasing over the past year.

working long hours, balancing school, the economy, #FOMO, college applications, How many likes did i get?, relationships, etc

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http://fusion.net/story/44074/millennials-now-lead-the-nation-in-stress/

http://globalnews.ca/news/548478/young-minds-millennials-facing-increased-rates-of-stress-compared-to-other-generations/

“..it’s really stressful, constantly thinking about my future and what my next steps are,”

“ I honestly wake up most mornings feeling stressed…anxiety in my mind of ok, what am I going to do now?”

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Brand TruthThe brand is known for their unique shape, flavor, and experiences, however not many have experienced it first hand.

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ChallengeIn a growing yet cluttered market, how do we not only be apart of, but facilitate conversations with a new and younger audience through organic efforts?

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Guiding InsightSweeten up the world. Create brand relevance as it provides personalized experiences for Gen Z through the use of data.

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HowSweet Are You?

When everyday stress is at an all-time high, chilling out is the only way in.

Shut your brain off, and Sweet. Yo. Self!

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The Idea: Sweet.Yo. Self

We got you.• Utilize social + search + first party data. • Not only understand, but preempt the moments + the activities that Gen Z

that needs to destress. • Seize and activate data to personalize our messaging to each to cohort

within our segment.

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How do we understand your new consumer?

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Social Sweetify is our social handle. Our job is to sweetify high stress moments during everyday life. For amplification and engagement, we’ll use Sweetstakes.

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EventsSweetify Squad will infiltrate key college campuses during the most stressful times with a sweetification station and help college students to sweetify.

Microsite Awareness $50K

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Social Engagement $50K

Events Participation $550K

Influencers Amplification $350K

Launch | KPIs | Metrics | BudgetCosts & Budget

Site Traffic Time on Site

Poll Completion

Followers Reach

Impressions Sentiment

Samples Distributed Content Shared

Referral Traffic Mentions Loyalty

THANK YOU

EAT. GREY. LOVE _ DIGIDAY_ 08.25.15