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What is Norway and holiday and what are they for?

How to sell Norwegian cheese in Russia and to take a bite out of competitor’s share


Contest •

About TWIGA

Aims of the project

Brand platform in Russia

Agency tasks

Agency approach

«What is Norway and what it for?»

«What is holiday and what it for?»

Creative conception Conception structure: Conception 1 Conception 2 Conception 3 Conception 4


About Twiga •

The largest independent communication group in CIS (Russia, Ukraine, Kazakhstan, Armenia, Georgia, Belarus)

Top-10 creative agencies in Russia according to ACAR creative rating for 3 years. 2011: top-10 ranking of category «advertisement», top-5 of rating «Marketing services».

The unique integration of the specialized agencies (strategy, creative, design, BTL, PR, digital, production).

Our 14 clients became the winners of “Effie/Best Brand” of the last 5 years.

Work experience with Scandinavian clients including the category «food»: Atria (Campomos, Pit-product), ORKLA (Slad & Co., Confectionery factory named after N.K.Krupskaya), Onnonen, Nokian Tyres, Astra-Zeneka, etc).

Exclusive representative of Northern European network B9 in CIS


Project aims In a 2-3 years maximum: Marketing: To take a leadership position in the premium segment of the yellow cheese in Russia. Communication: To create a sensitive and emotional communication with the target audience, to establish emotional and value bind to the brand. To get the level of association: a qualitative yellow cheese with holes — Yarlsberg (now the Maasdam)


Brand platform in Russia

+

Fun/Holiday


Agency task To make a communication concept that can most effectively sell audience the «Norwegian» cheese recipe of Jarlsberg. Link the «Norwegian features» to the emotional value of the brand in RUSSIA: fun / holiday.


Agency approach Collect and study all the major Norway associations in Russia and find their interpretations, which represent the concept of ÂŤNorwegian cheeseÂť to the audience in the most advantageous manner.

What is Norway and what it for?

+ Study the question of what a holiday in the daily life of Russian families is and what Norwegian features we can add to it.

What is fun/holiday and what it for?


What is Norway and what is it for?


What is Norway and what is it for? The main associations in Russia and worldwide

Severe, reserved, cold men and the conformable climate.


What is Norway and what is it for? The main associations in Russia and worldwide

Incredible diligence and attention to details – the high level of life therefore.

http://www.fresher.ru/2011/08/08/kak http://pchelolyub.ru/page/7 ie-devushki-v-norvegii

http://www.corbisimag es.com/stockphoto/rightsmanaged/4221865470/anorwegian-farmerchecking-his-herd

http://www.superstock.co.uk/ stock-photos-images/410213086


What is Norway and what is it for? The main associations in Russia and worldwide

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany...

-?


What is Norway and what is it for? The main associations in Russia and worldwide

Peacefulness: it is officially the most peace-loving country in the world (Russia is at the end of the list)

http://norse.ru/news/200710121659.html


What is Norway and what is it for? The main associations in Russia and worldwide

Nature, ecological compatibility


What is Norway and what is it for? The main associations in Russia and worldwide

Severe, reserved, cold men and the conformable climate.

Incredible diligence and attention to details – the high level of life therefore.

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany ...

Peacefulness.

Nature, ecological compatibility.


What is fun/holiday and what is it for ? 1. Family holiday every day 2. ÂŤNorwegian holidayÂť


What is fun/holiday and what is it for ? Family holiday every day

1.

«Celebrate success» There are some small victories every day that can be celebrated.

2.

«The Holiday of Reconciliation» There are some small and large misunderstandings in family life. Why found mutual understanding, restored harmony are not a holiday?

3.

The Holiday of Fun, which does not need a reason.

What is Norwegian here? What can add some Norwegian features to this?


What is fun/holiday and what is it for ? «Norwegian holiday»

What type of holiday can be associated with Norway? 1. The celebration of the victory is very Norwegian: biathlon, Vikings… — «Celebrate the success». There are some small victories every day that can be celebrated. — Brand role: attribute of the family celebrating victories. Maybe: race of the tradition to celebrate the victory by cheese that came from the Norse Vikings.


What is fun/holiday and what is it for ? «Norwegian holiday»

What type of holiday can be associated with Norway? 2. The celebration of reconciliation, peacefulness also have Norwegian features: Vikings and dragons in the cartoon “How to train your dragon?”, status of the most peace-loving country in the world — «The Holiday of Reconciliation» There are some small and large misunderstandings in family life. Why found mutual understanding, restored harmony are not a holiday? — Brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.


Creative conceptions


Creative conceptions Basis for each one

1.

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany... + The celebration of the victory is very Norwegian: biathlon, Vikings…

2.

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family – unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

3.

Severe, reserved, cold men and the conformable climate + Incredible diligence and attention to details — the high level of life therefore.

4.

Nature, ecological compatibility (it will be in all conceptions in one or another form, it is in focus here)


Creative conceptions Conception 1


01

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany... + The celebration of the victory is very Norwegian: biathlon, Vikings‌

A provocative idea attracts attention to the Norwegian cheese and prompts to make test purchase.


01

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany... + The celebration of the victory is very Norwegian: biathlon, Vikings‌

Norwegian cheese Jarlsberg has already won fame throughout the world, it comes to Russia now. It sounds ambitious! And it acts in the same manner: it is ready to contend for the first place right with many world famous cheeses and to lead away admires of Swiss, Dutch, Italian, French cheeses.


01a

Headline for the series Give horns to French cheese Body copy Cheese Jarlsberg is prepared by unique Norwegian recipe and is notable for its unforgettable tenderness and rich creamy taste. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01b

Headline for the series Give horns to Dutch cheese Body copy Cheese Jarlsberg is prepared by unique Norwegian recipe and is notable for its unforgettable tenderness and rich creamy taste. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01c

Headline for the series Give horns to Italian cheese Body copy Cheese Jarlsberg is prepared by unique Norwegian recipe and is notable for its unforgettable tenderness and rich creamy taste. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01d

Headline for the series Give horns to French cheese Body copy Jarlsberg is the cheese that is known all over the world. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01e

Headline for the series Give horns to Dutch cheese Body copy Jarlsberg is the cheese that is known all over the world. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01f

Headline for the series Give horns to Italian cheese Body copy Jarlsberg is the cheese that is known all over the world. Like the Scandinavian Vikings, it is easily and confidently won fans all around the world. Slogan From Norway with love, cheese Jarlsberg


01

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany... + The celebration of the victory is very Norwegian: biathlon, Vikings…

Idea development/BTL Cheese sampling in the shops, for example Structure of the contact Unusual promoters appear in the shops - handsome young men of Scandinavian type offer girls and women to taste the cheese Jarsberg. They hold in the hands large dishes, covered with a lid with horns that look like Vikings helmet. —Hello,– says the promoter intriguing. —I am ready to attract your attention right now. Let’s give horns to Italian (French, Dutch, Swiss) cheese together. The promoter rises the lit of the dish and offers to taste unforgettable Norwegian cheese Jarlsberg. Scandinavian youth continues: —Cheese Jarlsberg prepared by unique Norwegian recipe can carry away by its unforgettable tenderness and light creamy taste.


01

Lack of associations with the cheese business. In contrast to Italy, France, Switzerland, Holland, Germany... + The celebration of the victory is very Norwegian: biathlon, Vikings‌

Idea development/BTL Present for purchase

Branded lit for dishes in the form of Viking helmet

Dish for cheese in the form of Viking shield

Knife for cheese in the form of Viking sword


Creative conceptions Conception 2


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

Conception seeks to positioning of «Norwegian features» for audience as ARCHETUPICALLY corresponded to «The Holiday of Reconciliation» that is of great importance for the family.


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

Not all fairy tales have happy end. But we so want that every story ends with joy, reconciliation, fun. Let’s imagine how well known fairy tails can be ended if there were Norwegian cheese Jarlsberg. Of course, with the fun. As Jarlsberg is a real cheese feast from Norway.


02a

Headline The same fairy tales, but with Jarlsberg Slogan Cheese feast from Norway Body copy We know the price of peace and harmony since the time of the Vikings in Norway. And we created fabulously delicate cheese Jarlsberg. Its delicate taste helps to soften hearts and easily find common theme at the dinner table. The unique recipe of Norwegian Jarlsberg is a tale that brings the joy of understanding in each home.


02b

Headline The same fairy tales, but with Jarlsberg Slogan Cheese feast from Norway Body copy We know the price of peace and harmony since the time of the Vikings in Norway. And we created fabulously delicate cheese Jarlsberg. Its delicate taste helps to soften hearts and easily find common theme at the dinner table. The unique recipe of Norwegian Jarlsberg is a tale that brings the joy of understanding in each home.


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

Visual style Variants of idea realization can use different stylistics: 1. Illustrative: the illustrations in rich, colorful, premium style. 2. Photorealistic: plots of fairy tales — this is costumed photo direction based on the well-known fairy tales. See reference bellow:


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

Idea development/POSM Place wobblers and other POS-materials at the different supermarket sections where goods, cheese “companions”, are sold. These POS-materials should remind that your purchase will become fabulously tasty with cheese Jarlsberg. Inviting buyers to visit cheese section, we continue to use fairy tail stylistics. We change names of famous Russian fairy tales: 2с. «Fairy tail about wine and its worker Jarlsberg» — at the cheese section 2d. «Tale how one Jarlsberg two pizzas feed» — at the cheese section 2e. «Golden Jarlsberg for Golden Fish» — at the cheese section


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

02c

On the POSm we change names of famous Russian fairy tales: «Golden Jarlsberg for Golden Fish» at the cheese section


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

02d

On the POSm we change names of famous Russian fairy tales: «Golden Jarlsberg for Golden Fish» at the cheese section


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

02e

On the POSm we change names of famous Russian fairy tales: «Golden Jarlsberg for Golden Fish» at the cheese section


0 2 с

02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

02f

«Fairy tail about wine and its worker Jarlsberg» at the cheese section

«Tale how one Jarlsberg two pizzas feed» at the cheese section

«Golden Jarlsberg for Golden Fish» at the cheese section

On the POSm we change names of famous Russian fairy tales


02

Norwegian peacefulness — «The Holiday of Reconciliation» — brand role: peace recipe in the family — unique softness and tenderness of Jarsberg favour heart softening and reconciliation in the family.

Idea development/BTL Idea: We continue to use fairy tale theme in BTL and draw audience into thinking up unusual fun endings. Mechanics: 1. Buy Jarlsberg packing with the unique promocode. 2. Use this code for registration on the web site and take part in the quiz. 3. Think up original fun end of any fairy tail or myth and take part in the prize drawing. The main prize is fantastic tour to Norway.


Creative conceptions Conception 3


03

Severe, reserved, cold men and the conformable climate + Incredible diligence and attention to details — the high level of life therefore.

We interpret the secret of Jarlsberg recipe through the perception of the Norwegians and their living conditions in this conception.


03

Severe, reserved, cold men and the conformable climate + Incredible diligence and attention to details — the high level of life therefore.

Cold country, severe, reserved men and delicate, soft, rich and sunny cheese at the same time‌

How can it be?!


03

Severe, reserved, cold men and the conformable climate + Incredible diligence and attention to details — the high level of life therefore.

The Norwegians are famous for their Nord calm and emotional coldness. Where are all their emotions? They give them to cheese Jarlsberg – their national pride.


03

Headline for series Joy in the Norwegian style Slogan Because all the emotions we gave to the cheese Body copy More than 50 years ago Norwegians created unique recipe of the Jalrsberg cheese. They put only the best into their cheese. Tenderness, love, emotions, warmth, kindness‌ All of that was made for us, so we could feel the real gastronomical holiday.


03

Headline for series Summer in the Norwegian style Slogan Because all the warmth we gave to the cheese Jarlsberg Body copy More than 50 years ago Norwegians created unique recipe of the Jalrsberg cheese. They put only the best into their cheese. Tenderness, love, emotions, warmth, kindness‌ All of that was made for us, so we could feel the real gastronomical holiday.


03

Headline for series Negotiations in the Norwegian style Slogan Because all the tenderness we gave to the cheese Jarlsberg Body copy More than 50 years ago Norwegians created unique recipe of the Jalrsberg cheese. They put only the best into their cheese. Tenderness, love, emotions, warmth, kindness‌ All of that was made for us, so we could feel the real gastronomical holiday.


03

Severe, reserved, cold men and the conformable climate + Incredible diligence and attention to details — the high level of life therefore.

Idea development/BTL Promo in stores «Cheer up the Norwegian» Promo personnel in stores. One of them looks like Scandinavian: blond hair, severe, cold, never smiling… Jarlsberg promo personnel offer store visitors to do something that makes the hero smile. It can be: a joke, funny story, funny gesture, a song. The one who managed to make the hero smile will receive the cheese Jarlsberg as a gift.


Creative conceptions Conception 4


04

Nature, ecological compatibility (it will be in all conceptions in one or another form, it is in focus here)

All the purity of Norwegian nature is in cheese Jarlsberg


04a

Slogan Unique milk recipe from Norway slops Body copy Here in Norway, among the rocky shores and under the roof of the world, we are farming from the earliest times. Fjord landscapes, crystal pure, pine air of mountain tops, spring water and singing birds – here is the recipe of cheese Jarlsberg with its fantastically rich creamy taste.


04

Nature, ecological compatibility (it will be in all conceptions in one or another form, it is in focus here)

Ambient We offer to cover the floor next to shelves in supermarkets with green grass. This ambient lines up the idea about naturally and ecology of product.

POSM – audioambient We offer to place next to Jarlsberg’s shelves special audioPOSM. When you approach this shelf you could hear natural sounds of birds, wind etc. Another way to production of POSM is placing of audioport for earphones.


04

Nature, ecological compatibility (it will be in all conceptions in one or another form, it is in focus here)

04b

Promo in stores


All concepts


Takk!


Jarlsberg