Unilever
Launch Café Zéro°in France – a new brand and proposition
Manager : Myriam Riedel, brand leader Out Of Home Company Context
• On any given day, two billion people use Unilever products to look good, feel good and get more out of life. Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Dove, Carte d’Or, Skip • Unilever is the leader in the ice cream category on the In Home and Out Of Home business with brands like Carte d’Or, Miko, Magnum, Cornetto, Max, Viennetta and Ben&Jerry’s • The IH business represents 2/3 and OOH 1/3 but this is a specificity of France and with the growing trend of OOH and nomad consumption France should move towards meeting European breakdown (50/50) • As a leader on its market, Unilever does not only want to gain share but also to develop the market with new proposition that’s why Unilever has just launch Café Zéro° , a new brand and a new category (in between ice cream and beverage, ready to serve and to drink) to drive incremental sales in the OOH segment by recruiting new consumers for new consumption occasions
Business Case
• The concept : • Café Zero° the first Ready to Drink “uplifting ple asure” for urban young: adult on the go. • A unique and Innovative Drink experience @ -7° c overing new needC, states currently untapped both by beverages and ice cream. • Our Job to be done : To get Urban Young- adult (18-30 yrs old) to actively search and try Café Zero° by being an innovative dr ink experience, to be , adopted as part of their regular “ drink repertoire of choice”. Propose a launch strategy for this innovation without TV communication using social networks, blogs, internet communication, PR, outdoor visibility
•
Where to start …
• Check websites & fan pages for Café Zéro° Starbuck s, Nescafé Tundra , • Check ice cream and beverage offer in the following channels :
Manager : Myriam Riedel, brand leader Out Of Home Company Context
• On any given day, two billion people use Unilever products to look good, feel good and get more out of life. Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Dove, Carte d’Or, Skip • Unilever is the leader in the ice cream category on the In Home and Out Of Home business with brands like Carte d’Or, Miko, Magnum, Cornetto, Max, Viennetta and Ben&Jerry’s • The IH business represents 2/3 and OOH 1/3 but this is a specificity of France and with the growing trend of OOH and nomad consumption France should move towards meeting European breakdown (50/50) • As a leader on its market, Unilever does not only want to gain share but also to develop the market with new proposition that’s why Unilever has just launch Café Zéro° , a new brand and a new category (in between ice cream and beverage, ready to serve and to drink) to drive incremental sales in the OOH segment by recruiting new consumers for new consumption occasions
Business Case
• The concept : • Café Zero° the first Ready to Drink “uplifting ple asure” for urban young: adult on the go. • A unique and Innovative Drink experience @ -7° c overing new needC, states currently untapped both by beverages and ice cream. • Our Job to be done : To get Urban Young- adult (18-30 yrs old) to actively search and try Café Zero° by being an innovative dr ink experience, to be , adopted as part of their regular “ drink repertoire of choice”. Propose a launch strategy for this innovation without TV communication using social networks, blogs, internet communication, PR, outdoor visibility
•
Where to start …
• Check websites & fan pages for Café Zéro° Starbuck s, Nescafé Tundra , • Check ice cream and beverage offer in the following channels :