BACKGROUND

BACKGROUND

PAST BRAND COMMUNICATION

To create a breakthrough branding, advertising creative and media strategy for GOLD SPOT.

CHALLENGE

STRENGTH

High Brand Recall

Past Cult Following

Strong Taste

Tangy Flavour

Fizz Content

WEAKNESS

Connect with older generation

OPPORTUNITY

Break Monotony

Experimental Target Market

THREATMarket Share of Fanta & Mirinda

Saturated Aerated Drinks Market

The GoldSpot ‘comeback’ personality is still youthful with some new era elements added to it. It is for the generation that is fearless or wants to be, but is living with a lot of inhibitions.

GoldSpot wants to put forth the idea that it’s okay to let yourself loose and do things that you would think a million times before doing. Using ‘burping’ as a metaphor for the same.

So when you burp it brings about a sense of achievement like you have finally arrived! Thus, by drinking GoldSpot you have a chance to stand out and be appreciated for it

BRAND PERSONALITY

Zingy fizzy strong flavour

USP

DEMOGRAPHIC Mainly young adults and teenagers of the age group of 13 to 35, both female and male

SEGMENTATION

PSYCHOGRAPHIC Fun, bold by nature, trend setters, like to make a statement, quirky, not suppressed by social norms

GEOGRAPHIC Pilot phase. To be launched in certain cities – Pune, Mumbai, Delhi, Bengaluru and Kolkata.

BEHAVIOURAL ‘Who cares?’ attitude, not afraid to experiment, risk – takers

Young adults belonging to SEC A and SEC B

Prime locations for the same would be colleges, universities, bars and restaurants, hotels, fast food outlets, retail outlets and other kirana stores

TARGET

The main theme of Gold Spot is “Don’t be shy”.

The branding strategy will create a picture of an extrovert person with a bold attitude who has his/her own style and is brave enough to show it off.

Positioning statement – Every one of us has been in an awkward social situation when we have wanted to burp. But keeping in mind social protocol we have refrained from doing so. GoldSpot encourages a way of life that asks you to not be shy and let go of your inhibitions.

Tagline- Sharma mat, Dakaar maar!

POSITIONING

INSIGHT & APPEAL

Insight- People feel awkward to burp in public settings

Appeal- Emotional

Tone – Vivid + humorous + bold

Manner – Striking

Personality - Fearless

CAMPAIGNSharma Mat,Dakaar Maar!

Advertising Plan

Media Objective: To attract the interest of teenagers and young adults, living in urban areas, using a mix of new media innovations and traditional media.

Media Selection:

•Television - AXN, Zee Café, Star World, Colors – Big Boss• OOH – College campuses and Shopping malls. • On ground activation • Buzz Marketing - create hype through viral marketing before and during launch which will generate word of mouth. • Merchandise branding – T-shirts, Badges, Notepads, Pens, etc.

PRE- LAUNCH

Teaser poster ads in college campuses

LAUNCH

Youtube: Upload a video of you burping the jingle of GoldSpot and maximum hits will get a chance to act in the next GoldSpot TVC and free supply of GoldSpot for a month.

Twitter: #GoldSpotDakaarMaar - Tweet your most embarrassing burp stories to us

Old bottle crowns: Upload a picture of the crown that you own, go to your nearest shop and use our coupon code to get a free GoldSpot bottle

OOH: The Burp-o-meter: Burp into the burp-o-meter and if your burp is loud enough, you can hit jackpot and win a bottle of GoldSpot. Placed in malls.

A mobile billboard that will be parked outside colleges, multiplexes and malls.

The billboard truck will have a 8 feet long bottle of GoldSpot with a tap from which samples will be distributed at all the selected locations.

LAUNCH

TVC Scene 1: Fashion waali Dakaar: A model backstage of a runway takes a sip of Goldspot and gets onto the stage. She walks to the headramp and burps loudly. The audience applauses in awe.

Scene 2:Gyan waali Dakaar: Students studying for the exam. One of them is drinking GoldSpot while they others study. Cut to the classroom, everybody is stressed out and writing the paper, while this guy burps loudly and writes furiously and confidently and walks out of the class first.

Scene 3:Pyaar waali Dakaar: Old movie scene, hero heroine behind flowers, instead of chumma noise, the sound of a loud burp and an even louder burp follow.

LAUNCH

Scene 4: Nautanki waali Dakaar: Actress drinks goldspot before a shot on the set. She burps after her dialogue. The scene cuts to an award show where she’s the winner for best actress in that film.

Scene 5Khatirdari waali dakaar : Jamai at the dining table being force fed by in-laws, but he refuses to burp. The in-laws feel that they haven’t done enough and finally get him a bottle of GoldSpot. He then burps and the in-laws rejoice.The voice-over at the end says, Sharma mat, dakaar mar! Followed by GoldSpot jingle.

Pay with a tweet: 10 tweets using #GoldspotDakaarMaar and you will be DMed a coupon code which you can redeem for a free bottle of GoldSpot.

Thank You!