adidas Golf CLIENT SPECIFIC BRIEFS, CREATIVE GUIDELINES & GUARDRAILS Unilever, Suave Kraft, Oscar Mayer Bacon & Bologna m eghan lee Tetwiler

Transcription

1 adidas Golf CLIENT SPECIFIC BRIEFS, CREATIVE GUIDELINES & GUARDRAILS TMaG, Golf Unilever, Suave Kraft, Oscar Mayer Bacon & Bologna m eghan lee Tetwiler

2 What do we want to grow? Who are we talking to? Build global brand preference by activating the incessant competitive drive in golfers all around the world. Avid Golfers seeking out high performance golf equipment These are avid golfers with grit and determination. They play at least 25 times a year, some 2-3 times a week. One thing is certain they never get enough. Whenever they step on the course, they play to win whether that s to beat the course or their foursome. What they love about golf is that it is played but not mastered. Like their favorite Tour Pros, these golfers are continually changing up their near term and long term goals for themselves in the sport. These guys admire Tour pros and pay attention to which brands they play. They are tuned into golf and stay educated by reading golf pubs, going online and watching the Golf Channel. They want quality performance products and are willing to pay for them because playing the best equipment boosts their confidence. They believe that with the right equipment they are becoming better more competitive golfers. In terms of golf apparel and footwear, this consumer is becoming cynical and fickle. With so many newcomer athletic golf products in the market, they are quick to buy the latest thing that will make them better. Playing better product, in these golfers minds, means a better chance of achieving their performance goals. What do they think now? adidas Golf has a great reputation in performance athletic wear; I always check out their cool, cutting edge innovations in golf. But, I tell you these days every brand has high performing stuff. Honestly, I think it s hard to pick out which is the best. What do they do now? Study what s latest and greatest in golf but when it comes down to it, usually buy what catches their eye in store. What message will grow our consumer? Prepare to Compete What do we want them to think? adidas Golf gets me and how I play. I m inspired to get out there and up my game to the next level and I know adidas is the brand that will help me get there. What do we want them to do? 1. Experience the quality of adidas Golf performance. 2. Stock up on adidas Golf products. Elevator Speech: Competition courses through our company s veins. That s why adidas Golf is relentless about delivering superior, innovative products that equip golfers with the competitive advantage to take on the course. *Our campaign should tap into the excitement and intensity of competing Brand character: authentic, innovative, passionate, and competitive Tone & manner: aggressive reek of sweat and competition, smart Ammo: TMaG Mission: To be the best performance golf company in the world Every employee is fueled by the desire to make adidas Golf the most competitive golf company on earth with unmatched passion and dedication BRAND BRIEF: adidas Rally Cry Prepare to Compete Competition courses through our company s veins. That is why adidas Golf is relentless about delivering superior, innovative products that equip golfers with the competitive edge to take on the course. Unwavering conviction of brand must be at core of all that we do: In the tradition of Adi Dassler, we study athletes to engineer equipment that enhance the golfer s performance. PRODUCT: Every piece of adidas Golf Equipment is made to win. Adidas GOLF equipment is: Highest performance quality, Sport Proven Played and Proven by competitive athletes on Tour: Dustin Johnson, Sergio Garcia, Jason Day, Justin Rose, Paula Creamer adidas Golf Guiding Creative Principles: 1. Be true to golf and the athletic golfer reeking of sweat and competition 2. Demonstrate adidas Golf s product innovation in action to make you want to play 3. Be authentic to golf What will we be executing: PER ACTIVATION PROCESS Mandatory: adidas performance logo, Equipment For Your Body tag

3 2011 ADIDAS GOLF BRAND BRIEF What do we want to grow? adidas Golf: 2011 Brand Brief Build brand preference by awakening golfers competitive drive. Who are we talking to? Golfer athletes who play to win striving to better their game, always. These are competitive golfers at all levels of play: no matter what their ability, when they step on the course, they play to win. They love that golf is played but not mastered, and are continually changing up their near term and long term goals for themselves in the sport. What feeds their hunger for competition and achievement are those days when everything clicks and all of the practice and hard work comes to fruition leading to a big breakthrough. In this moment, golfers are able to push past their old limits and expand their abilities to the next level of play -whether that be break a 100 for the first time, winning a tournament, or setting a record. Reaching a goal is a huge adrenaline rush - golfers say it makes them feel unstoppable. We want our campaign to tap into that emotional high of what it really feels like to compete and break through ADIDAS GOLF PRINT AD What do they think now? adidas Golf is one of the brands I always check out. They always have pretty cool, cutting edge innovations but these days every brand has high performing stuff. Honestly, I think it s all the same. When it comes down to it, I usually buy what catches my eye in store. What message will grow our consumer? Breaking Golf s Performance Barriers What do we want them to think? adidas Golf gets me and how I play. I m inspired to get out there and up my game and know adidas is the brand that will help me get there. Elevator Speech: We share golfers incessant passion to reach their own unprecedented levels of performance. Only we innovate Equipment for the Body that knocks down performance barriers and fuel golfers next level performance breakthroughs. Brand character: authentic, innovative, passionate, and competitive Tone & manner: aggressive reek of sweat and competition, muscular, real Ammo: Unwavering conviction of brand must be at core of all that we do: In the tradition of Adi Dassler, we study athletes to understand what their body demands to inform how we engineer equipment to maximize the body s potential for golf. Propensity of Golfer athletes in Marketplace: Golfer Athletes represent 48 % of the golf mid-market adidas Golf Guiding Creative Principles: 1. Be true to golf and the athletic golfer reeking of sweat and competition 2. Depict the body s potential, always. 3. Demonstrate ag s product in action to make you want to play. 4. Prove to the golfer how adidas Golf equipment breaks performance barriers preferably, in ways they can prove to themselves (i.e. kitchen science proof) 5. Be Authentic to Golf What Might we be executing: Without a TV budget, we must think how to best bring this to life in an interesting way. We assume there will be: website design and opportunities in Web video, social media, golf events, POS, print and added value. Mandatory: adidas logo, Equipment for your body Tag

4 LPGA

5 LPGA BRAND BRIEF The reason this brand exists While the LPGA has evolved over the course of time, since 1950, the spirit of the organization has persevered. The 13 founders had a clear vision: to democratize the elitism of golf, and provide economic empowerment to its members and share its wealth of passion with everyone who touched the LPGA. Today, the LPGA gives phenomenal female golfers worldwide the opportunity to compete professionally in the sport they love. These athletes, so appreciative of the opportunity to rise, give of themselves becoming outstanding global role models - upholding the highest standards of excellence, sportsmanship and goodwill. Though the athletes are the most visible and dramatic symbols of the brand, the LPGA brand transcends what happens on the course; the LPGA is a developmental and teaching organization committed to fostering growth in each individual player. The human need this business or brand fulfills We are each born with a unique set of skills and have potential to become great. Those who have achieved their greatness often speak of their mentors, parents, teachers, and inspirational driving forces as the keys to unlocking their potential. We all love stories of phenoms who were born to parents who unleashed their greatness, or whose astute teacher realized and stirred their motivation. Most typically, people turn to universities and businesses as they seek more organized systems where a concentration of molders and shapers might exist. In contrast to sports organizations that highlight raw talent and thrive on the moment of challenge, the LPGA is a rare sports organization that develops human potential and is a vehicle for achievement. The brand idea we ve developed as a result: Competing Head to Head, Working Hand in Hand The way we re thinking about this brand idea The LPGA is more than world-class golf. The heartbeat of the LPGA is about fostering skills and passion to help all involved realize the best in themselves. Competing head to head, working hand in hand This championing of the people has a ripple on everyone who engages with the brand: LPGA is Golfers: propelling the best female players from all countries and walks of life Fans: developing meaningful connections that affect the spirit Sponsors: adding value to their business and brands through association with excellence, development, and good works World at large: creating an equity of opportunity for women around the world, and helping countries develop economy around golf Executional Considerations Embrace LPGA logo Creatively re-evaluate These Girls Rock

6 suave

7 SUAVE 2007 MASTER BRAND BRIEF OBJECTIVE: Intervention Wake-Up Call CAMPAIGN IDEA: The ridiculous disparity between the effort put into mommyhood vs. beautyhood SUAVE 2007 MASTER BRAND BRIEF BRAND AMBITION: To light a fire under mom s a-s-s by inspiring her to put beauty back on her to do list BRAND CHALLENGE: To convince moms that inside every mom there is a beautiful woman: Let her out! She doesn t have to pay the price to look pretty. She doesn t have to choose between practicality and pretty in her everyday life. COMPETITIVE CONTEXT: Value brands that continue to focus on price as a reason for being rather than having a unique or emotional point of view. Established beauty brands that she splurges on to make herself feel pretty but are only talking to women not specifically to mom. TARGET: Moms who have let themselves go because they ultimately feel guilty about putting beauty back on their to do list. They feel it comes at the expense of things they should be doing for their family. NEED: Mom needs that push, that wake up call, to tap into her own beauty, to remind herself that practicality and pretty can coexist in her everyday frenzied life. INSIGHT: Caring for others competes with caring for herself she doesn t allow herself to make beauty a priority. Despite this, mom has an undeniable need to look and feel pretty. BRAND PROMISE: Suave is the only brand that won t require moms to choose between being a mom and being pretty. REASONS TO BELIEVE: Provides moms with the tools and expertise to look pretty Doesn t require moms to pay the price to look pretty (i.e. provides great performing products at a great price = no guilt) SUAVE 2007 PRINT AD ESSENCE: Pretty Mommy Advocate

8 SUAVE 2008 MASTER BRAND BRIEF OBJECTIVE: Share real moms fessing up to how motherhood is messing with their beauty and how Suave can fix it. CAMPAIGN IDEA: Caught at your mommy best and beauty worst BRAND AMBITION: To light a fire under mom s A-S-S by inspiring her to put beauty back on her to do list! BRAND CHALLENGE To convince moms that Inside every mom there is a beautiful woman: Let her out! She doesn t have to pay the price to look pretty She doesn t have to choose between practicality and pretty in her everyday life COMPETITIVE CONTEXT: Value brands that continue to focus on price as a reason for being rather than having a unique or emotional point of view. Established beauty brands that she splurges on to make herself look pretty but are only talking to women not specifically to mom BRAND TARGET: Moms who have let themselves go because they ultimately feel guilty about making beauty a priority. They feel it comes at the expense of things they should be doing for their family. NEED: Mom needs that push, that wake up call, to tap into her own beauty, to remind herself that practicality and pretty can coexist in her everyday frenzied life INSIGHT: Caring for others competes with caring for herself she doesn t allow herself to make beauty a priority. Despite this, mom has an undeniable need to look and feel pretty BRAND PROMISE: Suave is the only brand that doesn t require moms to choose between being a mom and being pretty REASONS TO BELIEVE: Provides moms with the tools and expertise she needs to look pretty Doesn t require moms to pay the price to look pretty (i.e. Provides great performing products at a great price = no guilt) SUAVE 2008 CREATIVE BRAND ESSENCE: Pretty Mommy Advocate m eghan lee Tetwiler