Page 1

PRIME STORIES

FIRST EDITION


STORIES #1 MAKING DISCOVERIES CHIVAS REGAL IN FRANCE

— Pivoting Chivas strategy toward Urban Luxury Tribes to rejuvenate the brand


PRIME 2018

REVEALED THAT 6% OF SOCIAL LISTENING MENTIONS WERE RELATED TO HIP HOP/RAP ARTISTS & WHISKY KOB LA D & JACK DANIEL HONEY

GUIZMO & BALLANTINE’S

22 Millions views

6 Millions views

770K Followers

155K Followers

BOOBA & HIS WHISKY DUC

3,7M Followers

INT EREST I NGLY F O R C H IVA S R E G A L , IT D OES N ’ T J U ST A P P E A R I N O N E S O N G , I T A P P E A R S I N M A N Y – A N D I T I S M O ST K E E N LY L I N K E D I N THE LY RI CS A S A SY M B O L O F SU CC E SS!

LACRIM - POUTINE

RIM’K- HITCH

TIMAL - LA 8 (CHIVAS)


CHIVAS ‘RELATIONSHIP

WITH RAP ARTISTS WAS LEVERAGED IN 2018 BY RICARD FRENCH TEAM TO DRIVE GREATER RELEVANCE WITH CONSUMERS WITH USING FRENCH RAP ACTS TO DELIVER STRONG CONSUMPTION EXPERIENCES AT BLENDING EVENTS.

volume of mentions

OXMO PUCCINO AFTERSHOW

450

CHIVAS THE BLEND

400 350 300 250 200 150 100 50 0

Feb 18

Mar 18

Apr 18

May 18

Jun 18

Jul 18

Aug 18

Sep 18

Oct 18

Nov 18

PRIME 2019

S H OW US T HAT # CHI VA STH E B L E N D E V E N T IS GENE RATIN G PEA K I N CO N V E R SATIO N AT A L M O ST T H E S AME LEV EL T HA N JAC K DA N IE L’ S

35 OXMO PUCCINO POSTS Published by influencers Source: Radarly, December 1st 2017 – November 30th 2018

131 CHIVAS THE BLEND POSTS Moslty published by influencers

Dec 18


NEW BOOBA WHISKY DUC

IS GENERATING NOISE AND TRIGGERING CURIOSITY OF POTENTIAL NEW WHISKY CONSUMERS … A GOOD OPPORTUNITY TO REDIRECT THOSE CONSUMERS TOWARD CHIVAS

D.U.C IS “BOOBA”S WHISKY” Nb of posts mentioning the brands since Jan 17

1000

4500

C R E AT I N G T H E H Y P E A R O U N D D. U. C N B O F P O S T S S I N C E J A N 1 7 – D. U. C + (BOOBA AND WHISKY)

OCTOBER 17 — D.U.C is sold in the first shops in Paris

700 AUGUST 17 — D.U.C is only available online, but suffers from (artificial?) shortage

MAY 17 — Booba announces that he’s launching a whisky

600 500 400 300 200 100 0

Apr 17

May 17

Jun 17

SOCIAL

W H I L E AT T H E S A M E TIME – BOOBA’S WH I S KY D U C WA S GE NE R ATI NG A LOT OF N O IS E A N D B R I N G I N G N E W CO N S U M E R S TO W HISKY. A CLEAR O P P O RT U N I T Y ACCORDING TO THE R I CA R D T E A M , K N O WING THAT THESE CO N S U M E R S A R E I NTERESTED IN BOT H M U S I C A N D WHISKY THERE IS A C L E A R OP P ORTUN I TY TO R E TAR G E T TH E S E CO N S U M E R S AND DIRECT THEM TO WA R D S C H I VA S TO CONTINUE THEIR MU S I CAL A N D WHISKY E D U CATI ON/ EXPLORAT IO N .

Jul 17

Aug 17

Sep 17

Oct 17

Nov 17

Dec 17


STORIES #2 GETTING CONFIRMATION FOR BUSINESS DECISIONS G.H Mumm — In many situations we may have a hypothesis on what decision we should make for our brands but confirmation is not always available or clear and this example outlines how information from PRIME can be used to confirm a business decision.


GH MUMM

F O C U S “ C “ I S C O N V I N C E : I N D I C A T I N G E N G A G E M E N T I S K E Y. T H E B R A N D CONVERTS WELL THOUGH THIS MAY BE DRIVEN BY PRICE/PROMOTION RATHER THAN AFFINITY

connect

connect

convince

convert

consume

continue

Spontaneous awareness

Considered in last occasion

Average TB closeness & performance

Ratio consider to consume

Consumed in last occasion

Recommandation

Moët & Chandon

8

Moët & Chandon

Veuve Clicquot

3

Veuve Clicquot

MUMM

3

Dom Pérignon

6

Dom Pérignon

2

MUMM

6

Bollinger

1

Bollinger

5

Piper Heidsleck

0

Piper Heidsleck

3

Perrier-Jouët

0

Perrier-Jouët

11 7

2

FRENCH CHAMPAGNE GOOD QUALITY IN HIGHER RANGE AND REASONABLE PRICE.

MUCH NICER CHAMPAGNE GOOD VALUE FOR MONEY AND APPRECIABLY GOOD QUALITY FORMULA.

AGAIN ANOTHER QUALITY VALUE FOR MONEY CHAMPAGNE. FRENCH GENUINE SPECIAL LESS WELL KNOWN.

FRENCH GOOD PRICE

—1—

PR AUSTRALIA STRONGLY INVESTED IN GH MUMM BRAND

Dom Pérignon

31

Moët & Chandon

40

Bollinger

27

MUMM

37

Veuve Clicquot

26

Veuve Clicquot

35

Moët & Chandon

23

Piper Heidsleck

28

MUMM

22

Dom Pérignon

18

Piper Heidsleck

13

Bollinger

17

Moët & Chandon

4

Moët & Chandon

42

Veuve Clicquot

3

Dom Pérignon

31

MUMM

2

Bollinger

24

Dom Pérignon

1

Veuve Clicquot

23

Bollinger

1

MUMM

17

Piper Heidsleck

1

Piper Heidsleck

9

Perrier-Jouët

0

Perrier-Jouët

5

High Quality

Piper Heidsleck

174

MUMM

174

Veuve Clicquot

157

Dom Pérignon

141

Moët & Chandon

134

Bollinger

114

Premium / Expensive

Dom Pérignon

256

Bollinger

249

Piper Heidsleck

175

Veuve Clicquot

169

Pierre-Jouët

149

Moët & Chandon

143

MUMM

131

—2—

GH MUMM HAS INCREASED ITS MARKET SHARE – REACHING N° 2 POSITION IN AUSTRALIA

MUCH NICER CHAMPAGNE GOOD VALUE FOR MONEY AND APPRECIABLY GOOD QUALITY. A GREAT CHAMPAGNE AND REASONNABLE PRICES

—3—

BUT PRICE INDEX VERSUS MAIN COMPETITOR MOET IS BETWEEN 75 & 82


SO WHAT?! ROLE OF PRIME PRIME RESULTS HELPED CONFIRM THE POINT OF IMPROVEMENT IN TERMS OF EQUITY. WITH OTHER ELEMENTS, IT ALSO CONFIRMED MUMM’S LOWER PREMIUM PERCEPTION WITHIN CHAMPAGNE COMPETITION.

BUSINESS DECISION

RSP INCREASE IN FEB19 TO IMPROVE INDEX TO 90 VS. MOËT, AS PART OF A 2 YEAR ACTIVATION PLAN (NEW PACKAGING, SPONSORSHIP, DIGITAL ACTIVATIONS,…)


STORIES #3 MAKING DISCOVERIES Kenwood US


KENWOOD’S OPPORTUNITIES AND CHALLENGES

—1—

—2—

OPPORTUNITY FOR KENWOOD TO DRIVE MORE CONSIDERATION AMONGST THOSE ALREADY A WA R E O F T H E B R A N D. Total USA

KENWOOD LOW PERFORMANCE AND CLOSENESS METRICS POINT TO THE NEED OF B UI L DI NG STR ON G E R BRAND CREDENTIALS AND RTB

California

Closeness

26

Awareness

40

17%

Conversion aware to consider

18%

4

Consideration last occasion

7

Average conversion

25%

27%

Performance

Josh

29

Josh

21

La Crema

28

La Crema

20

Rodney Strong

25

Rodney Strong

19

Decoy

26

Decoy

18

Kendall-Jackson

25

Kendall-Jackson

17

Francis Coppola

24

Francis Coppola

16

Kenwood

14

Kenwood

10

—3—

T O W I N I N T H E “ R E WA R D ” M E G A - N E E D, K E N W O O D N E E D S T O I M P R O V E I T S A S S O C I AT I O N W I T H M E A L T I M E W H I L E A L S O I M P R OV I N G F L AVO R P R O F I L E P E R C E PT I O N S , A S C U R R E N T LY W E T R E N D N E G AT I V E LY I N T H E K E Y L E V E R S TO W I N I N T H E M O C . Considered in Reward Mega-Need

Kendall-Jackson

16

Francis Coppola

13

Josh

8

La Crema

6

Kenwood

4

Decoy

4

Rodney Strong

4

Joël Gott

3

Kenwood’s Performance on Key Reward Mega Need’s Levers

157 Socializing with Friends

80 Goes Well with Meals

117

68

Affordable Good Value

Rich/Bold Taste

80

68

Easy to Drink

Refreshing and Light


OUR 3 LEARNING POINTS OUT OF THE FULL ANALYSIS —1—

UNDERSTOOD THAT THERE IS OPPORTUNITY IN PREMIUM CALIFORNIA WINE - KENWOOD CAN REALISE THIS BY CONTINUING TO SUPPORT THE PREMIUM SIX RIDGES RANGE

—2— C U R R E N T L Y, C O N S U M E R S D O N ’ T S E E K E N W O O D IN A PREMIUM WAY – IT WAS ASSOCIATED WITH T H E O U T D O O R S , I N L I N E W I T H O U R T E R R I T O R Y, ‘ T H E W I L D I S C A L L I N G ’, B U T L A C K S T H E C U E S REQUIRED TO WIN IN THE ‘REWARD’ MEGA-NEED

—3—

THERE IS A CHALLENGE TO IMPROVE BRAND PERCEPTIONS TO INCREASE CONSIDERATION. IN ADDITION, KENWOOD NEEDS TO CONTINUE TO DRIVE CONNECTION WITH THE CORE CONSUMER TARGET

Profile for Pernod Ricard HQ

Prime Mag  

Prime is now up and running in 27 countries. Discover our firts great Prime Stories!

Prime Mag  

Prime is now up and running in 27 countries. Discover our firts great Prime Stories!