kgb packaging refresh - task brief 28.10.2015

7/24/2019 KGB Packaging Refresh - task brief 28.10.2015

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APB InternationalKGB Refresh Creative Brief October 2015

DETAILS & DATES:

Brand: KGB Owner: Sam Low Sponsor: Andrew Amarant Decision Maker: Scott Hadley

Channel: Brand & Pack Design Briefing: Oct 2015 Presentation: Nov 2015 Launch: Q1/Q2 2016

BRAND ESSENCE: Are you ready to drink

BACKGROUND/CONTEXT:

What competitive, customer or

internal forces have shaped the

problem below?

IL Korea, our largest international distributor has approached us to review the current packaging of the KGB

range. The current KGB packaging has been in the market for over 13 years and is very dated.

The time has come to contemporize the design to retain current and older consumers for longer and promote

usage in more mixed gender environments.

Brand ranking by Market Share in Korea:

KGB (APB) 52.5% Wine Cruiser (APB) 19.1%

Smirnoff Ice (Diageo) 5.6%


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ACTIVITY TARGET:

What specific change to

attitude or behaviour are

we hoping to achieve?

Increase consumption for our core target audience.

Drive trial of KGB range amongst loyal, occasional and lapsed consumers.

Reduce brand switching outside the KGB range

Retain consumers for longer (not drop off but retain from 18 through to at least 30 years)

Develop refresh packaging concepts across all KGB products to improve stand out in fridge and

merchandising on the floor.

Grow brand share of KGB in Korea >55% in 2016.

TARGET AUDIENCE:

What consumer segment/s

are we talking to?

IL Korea currently undergoing research to clearly identify the KGB target audience.

Females aged 18-24 years? Secondary group aged 25 and above?

Males aged 18-24 years? Secondary group aged 25 and above?

Drinking as a social activity. Consumption mainly at home and occasionally at bars and clubs.

TASK:

Based on this insight, what do we

need to do? (BBB or BD)

Revitalise the KGB brand design by exploring new logo creative and design, packaging and develop a creative

strategy which influences all verbal and visual expressions of the KGB brand.

The tasks will be achieved by the following work streams; development of the creative strategy anddevelopment of the KGB pack design.

1. Develop creative strategy for the KGB master brand

2. Deliver fresh and relevant brand packaging design solutions for KGB Bottles and Cans. KGB packaging

design deliverables:

KGB Logo creative and design.

KGB Brand Essence, position and creative road map.

330ml bottle (sleeve/cap/ wrap/outer case)Lemon, Grapefruit, Apple & Pear plus 1 x Flavour

Extension TBC

375ml can (can/wrap/outer case)Lemon

NPD Concepts (mixed packs/flavour extensions [bottle 330ml]TBC)3.

Advertising treatments.

4. Merchandising application examples.

5. Brand Book and guidelines.

6. POS templates and asset creation.

Note: Final SKU list, flavour extension and pack configurations TBC

MANDATORIES: Creative strategy for KGB Masterbrand

KGB Logo

Consistency in design across the bottles and cans.

REASON TO BELIEVE KGB i th 1 li ht RTD b d i K A t l d h th t it t i fl th


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BUDGET:

What is the budget for the

activity/activities and how has it

been allocated?

To be discussed based on scope.

EVALUATION:

How will we measure success against

the Activity Target?

Increased sales results over the Northern Hemisphere Summer 2016 selling period.

Customer acceptance and feedback.

Key stakeholder acceptance and feedback.

CONSIDERATIONS:

What other elements should

be considered as part of

the response?

Korean Market and China as next opportunity.

Macro trends affecting RTD in Korea and Nth Asia.

Success of previous campaigns.

Competitors

Launch timings to hit northern hemisphere summer (launch in market April 2016 at latest).

ATTACHMENTS:

What key supporting documents have

been attached?

Summary deck from KGB Qual and Quant research conducted by Hankook Research Ltd to be provided

11thNov 2015.

Flat art of current KGB packaging.

KEY TIMINGS: Brief in date: 29 Oct 2015

Consumer research results (Korea): 11 Nov 2015

Reverse brief due: 16 Nov 2015

1stround concepts due: 23 Nov 2015

2ndround concepts due: 30 Nov 2015

Final concepts for consumer testing: 7 Dec 2015

Consumer testing dates: 11 - 24 Dec 2015

Final packaging sign off: 8 Jan 2016

Production: Feb 2016 (longest lead time is sleeves @ 9 weeks)

Launch in market: April/May 2016 (allowing 25 days for shipping).


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OUTER CARTON: Lemon (Can) WRAP: Lemon (Can) CAN: Lemon (Can)


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OUTER CARTON: Lemon (Bottle)

2 VersionsOn & Off Premise WRAP: Lemon Bottle SLEEVE: Lemon (Bottle)

2 VersionsOn & Off Premise


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OUTER CARTON: A le & Pear Bottle

WRAP: Apple & Pear (Bottle) SLEEVE: Apple & Pear (Bottle)


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OUTER CARTON: Grapefruit (Bottle)


WRAP: Grapefruit (Bottle)SLEEVE: Grapefruit (Bottle)


kgb packaging refresh - task brief 28.10.2015

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