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j{tà |á aÉÜãtç tÇw {ÉÄ|wtç tÇw ã{tà à{xç yÉÜR

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


VÉÇàxáà • 

About TWIGA

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Aims of the project

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Brand platform in Russia

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Agency tasks

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Agency approach

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«What is Norway and what it for?»

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«What is holiday and what it for?»

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


TuÉâà gã|zt • 

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

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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”.

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

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

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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).

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Exclusive representative of Northern European network B9 in CIS =


cÜÉ}xvà t|Åá 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)


UÜtÇw ÑÄtàyÉÜÅ |Ç eâáá|t

+

Fun/Holiday


TzxÇvç àtá~ • 

To make a communication concept that can most effectively sell audience the "Norwegian" cheese recipe of Jarlsberg.

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Link the "Norwegian features" to the emotional value of the brand in RUSSIA: fun / holiday.


TzxÇvç tÑÑÜÉtv{ Collect and study all the major Norway associations in Russia and find their interpretations, which represent the concept of "Norwegian cheese” 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?


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR The main associations in Russia and worldwide.

Severe, reserved, cold men and the conformable climate.


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR 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/ kakie-devushki-v-norvegii

http://pchelolyub.ru/page/7

http:// www.corbisimages.co m/stock-photo/rightsmanaged/ 42-21865470/anorwegian-farmerchecking-his-herd

http://www.superstock.co.uk/ stock-photos-images/ 4102-13086


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR The main associations in Russia and worldwide.

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

-?


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR 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


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR The main associations in Russia and worldwide.

Nature, ecological compatibility


j{tà |á aÉÜãtç tÇw ã{tà |à yÉÜR The main associations in Russia and worldwide. IN ALL:

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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.


j{tà |á yâÇB{ÉÄ|wtç tÇw ã{tà |à yÉÜR 1.  Family holiday every day 2.  «Norwegian holiday»


j{tà |á yâÇB{ÉÄ|wtç tÇw ã{tà |à yÉÜR 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?


j{tà |á yâÇB{ÉÄ|wtç tÇw ã{tà |à yÉÜR «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.


j{tà |á yâÇB{ÉÄ|wtç tÇw ã{tà |à yÉÜR «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.


VÜxtà|äx vÉÇvxÑà|ÉÇá


VÜxtà|äx vÉÇvxÑà|ÉÇáA 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)


VÜxtà|äx vÉÇvxÑà|ÉÇá 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


01b


01c


01d


01e


01f


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…

Print Headline for the series •  Give horns to French cheese •  Give horns to Italian cheese •  Give horns to Dutch cheese Slogan

From Norway with love, cheese Jarlsberg Body copy 1. 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. 2. 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.


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


VÜxtà|äx vÉÇvxÑà|ÉÇá 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.


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


02a


02b


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.

Print 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  9me  of  the  Vikings  in  Norway.  And  we  created  fabulously   delicate    cheese  Jarlsberg.  Its  delicate  taste    helps  to  soCen  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.

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.


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: 1. «Fairy tail about wine and its worker Jarlsberg» — at the cheese section 2. «Tale how one Jarlsberg two pizzas feed» — at the cheese section 3. «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.

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: 1. «Fairy tail about wine and its worker Jarlsberg» — at the cheese section 2. «Tale how one Jarlsberg two pizzas feed» — at the cheese section 3. «Golden Jarlsberg for Golden Fish» — at the cheese section


VÜxtà|äx vÉÇvxÑà|ÉÇá 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,  soC,  rich  and  sunny  cheese  at  the  same  9me…  

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


03


03


03

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

Print Headline for series Joy in the Norwegian style Summer in the Norwegian style Negotiations in the Norwegian style Slogan

Because all the emotions we gave to the cheese Jarlsberg Because all the warmth we gave to the cheese Jarlsberg 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.


VÜxtà|äx vÉÇvxÑà|ÉÇá Conception 4


04 Nature, Ecology

All the purity of Norwegian nature is in cheese Jarlsberg


04


04 Nature, Ecology Print 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  9mes.   Fjord  landscapes,  crystal  pure,  pine  air  of  mountain  tops,  spring  water  and  singing  birds  –  here  is  the  recipe  of   cheese  Jarlsberg    with  its    fantas9cally  rich  creamy  taste.  


04 Nature, Ecology 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, Ecology Promo in stores


TÄÄ vÉÇvxÑàá


gt~~4

Jarlsberg  

cheese, preza