1

how do you make the brand...worthy of the man?

2

the proof: case studies

+ November 2006– the street? down on UST:

– losing ground to aggressive discounters

– facing the arrival of true global giants: BAT & PM

3

the proof: case studies

+ November 2007– the street? singing USST’s praises:

– UST is a silent change agency story… UST is operating under a new management regime… making better strategic decisions

– the proof is in the pudding – “UST has delivered/exceeding on all of it’s commitments…”

– ending the best year in the last 14

– what changed?

a new CEO and, less noticed, a new agency

4

...so what was missing?

the proof: case studies

+ the challenge– Skoal:

category leader ravaged by well-funded discount competition out of touch with its consumer living on line extensions

5

the proof: case studies

+ CSM on point– revitalization begins

with consumer insight…

– if you think this is your consumer:

– then you have no reason to be embarrassed that this is your advertising:

(even the bubbas know you don’t walk away from a 12’ leap into 2’

of water)

6

UNDERSTAND

ELEVATE

CELEBRATE

EMBRACE

our consumer’s lives, values and dreams

let them know that we share those values, those dreams

be proud to be their brand

do all we can to make our brand make things better everywhere we touch our consumer’s daily lives

the proof: case studies

+ the power of insight

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instant camaraderie: all the barriers come down

the proof: case studies

+ the insight:– walk a mile in their shoes

– listen

– and pay attention

see what happens when dippers, unknowing, get in a room together...

notice the silence when three good old boys, two African Americans, two Hispanics and an Asian-American walk into a focus group room

and what happens when the first can of Skoal comes out

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brand architecture: painting the target

Skoal

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the proof: case studies

+ boiling it down: our guys

demanding

brandarchitecture

I live hard. work hard. play even harder.

I earn my share of the good stuff.

sure, I love to hang with my friends,

and we love to have a good time

you O.K. with that? then come on in…or step off and give us some room!

connecting with customers

part of a brotherhood

pleasure-seeking

independent/rebellious

active/engaged

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building the bridge

BRAND CHARACTER

whatarethe

brand’s motives,ethics and

vision?

CONSUMER NEEDS / VALUES

what is important to the

consumer?

how can the brand

makethem feel?

what is the soul, the essence of the brand?brand idea

SKOAL. UNITING DIPPERS OF AMERICA

BRAND ASSETS

what doesthe brand

do?

what are it's key assetsand

capabilities?

BRAND BENEFITS

what canthe

branddo for

itsconsumer?

what canthe

branddo for

itsconsumer?

shared experience zero 3rd party impact

great tastes/exciting

choices

convenient

pure pleasure

superior quality

hands- free

American made from all American leaf

smokeless

matchless tobacco satisfaction

range of varieties

active engaged

demanding

part of a brotherhood

pleasure-seeking

independent/ rebellions

user-friendlyadaptable

committed to making good stuff

smarter than smoke

understanding &supportive

creative masters of our craft

the benchmark

championing

the community

what next?

choices options

originator

balancedalive

optimistic

100% American

celebration

the huntplay by the rules, kinda

possibilities

strength in numbers

invitation

SKOAL:UNITING DIPPERS OF AMERICA

fearless leaderfearless leader

rich in flavorrich in flavor game ongame on

fraternalfraternal

unspoken bond

for the love of dip

respect

diversity

catalyst

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the proof: case studies

+ our vision

in other words...

Skoal will offer an open invitation to join the fraternity of experienced dippers

the creative vision

the creative vision

print advertising

the creative vision

POS

the creative vision

print ads

the creative vision

the creative vision

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the proof: case studies

+ results:– 2007: best year in the last 14

– 2008 PM offers $10.3B for USST