McCann Worldgroup 1

BISQUICK

April 18, 2013

CREATIVE REVIEW

McCann Worldgroup 2

F14 CREATIVE REVIEWBROAD OBJECTIVES

What are trying to accomplish?Drive penetration among Millennial households

Spark relevance through the power of Bisquick’s simple

versatility

Create an organizing idea as a creative platform for all

Bisquick communications

McCann Worldgroup 3

F14 CREATIVE REVIEWOVERVIEW

The strategic context…Growth IdeaBisquick helps you create those wow moments!

BarriersSeen as an old fashioned brandLow awareness among Millennials of its versatility

Communication Takeaway“Bisquick gives me simple ways to WOW my family beyond just pancakes.”

McCann Worldgroup 4

F14 CREATIVE REVIEWOVERVIEW

What you will see today…Purpose-driven, consumer centric organizing ideas

Themes vs. a taglines, logos or end treatments

No “lead touch point” - different touch points bring the

theme to life in different ways

Design infused concepts, not matchy-matchy

4/1/2013

Bisquick helps you creates those Wow Moments! 

Bisquick

06/01/13

Give More Power to Wow

Business Objective: Introduce a new target (Millennials) to the power and versatility of Bisquick to drive penetration growth.

Communication Takeaway: “Bisquick gives me simple ways to WOW my family beyond just pancakes.”

The modernized yellow box

Pancakes and more

Recipe Heritage

Family favorites since 1945

Bisquick Website

Real “doable’ food (achievable, easy recipes, on-hand ingredients)

Wow-worthy (family favorites, fun, exciting, personal)

Reliably delicious (consistent, crave worthy)

Wow-maker’s Sidekick

Clever, Supportive, Delightful

“My kids are my world. When I see joy on their faces, I know I’m doing a good job as a mom.”

• When planning weeknight meals• When planning for weekend breakfasts• Holiday/Long weekends (pancake consumption spikes)

Simple ways to WOW my family

TBD

Enthusiastic Novice: A Millennial mom who is motivated to create a sense of home and build traditions for her family that will generate moments to remember. She embraces the chaos of raising kids, placing great emphasis on having fun and finding ways to inject creativity into the every day. She sees food as a way to connect with her family, but when it comes to cooking, she is still building her confidence in the kitchen. She is very enthusiastic to learn because nothing makes her happier than seeing the delight on her kids’ faces when she truly wows them. She thrives on the recognition and validation.

Seen as an old-fashioned brand; Low awareness of its versatility