Print adverts for Muller brand

The Muller Brand Extension Advertising Brief

As explored so far there are potential advantages that extending into the ice-cream market can bring. The SWOT analysis below sums up the sections reported findings.

Strengths:

• Muller is a brand with a strong personality;
• Ice-cream cones are able to target single person households and over 55's;
• The new product is an easy-to-enjoy dessert, a mix between B&J’s flavors on a waffle cone like Cornetto;

Weaknesses:

• Seasonality of the product;
• Failure to position the brand as a competitor to Ben & Jerry’s  and Wall’s Cornetto can lead to a disposition of the USP;

Opportunities:

• Summer 2013 predicted to be warm;
• Expected growth of the ice cream market;
• Muller’s already loyal customers can be made aware of the new ice-cream product designed by the same fun, trusted brand;
• The brand can grow in value as a result of the ice-cream market predicted value growth;
• Development of new product versions at later stages for the AB customers;
• Increasing usage of ice cream through positioning it as a pairing for cakes;
• Low internet popularity as a communication tool;

Threats:

• The number of single-occupied  households is projected to be the largest one in 2017 and they are less likely to buy ice cream as a treat;
• Possible cannibalization if new product is positioned too similar to the yogurt;
• Campaign is unsuccessful and hurts the brand;
• The increased number or 55-64 by 5% in 2017 (they are less likely than average to buy ice-cream);
• The AB population predicted to grow;

Based on all the arising opportunities that are out weighting the weaknesses and threats, it the extension can be considered viable and relevant to the brand. The new Muller ice-cream combines the current Muller strengths with the new idea of being sold not just as yogurt but as an ice cream as well.

Objectives

Based on the findings, the main objectives of the campaign will be in relation to awareness, perceptions and penetration and metrics. The objectives are based on the first year of the promotion only.

• Start the awareness campaign in May, due to the seasonality of the product;
• Advertise heavily over summer of 2013 and gain 10% of the market share during three months period as a result of awareness increase;
• Increase awareness of the new extension among Muller yogurt’s existing clients;
• Increase awareness among women, ABC1's, primarily aged 35-45, found in the South of England;
• Increase awareness among, the C2DE's, 55+ and 16-34's found across the rest of the UK;
• Tap into 20% of the target market of women, ABC1's and C2DE's (5 million women);
• Sell 5 million ice cream cones to cover ad expenses;
• 2.5 million of ice cream cones to be sold in London;
• Increase social media interactions by 40%.

Perception

• Muller brand is a fun brand;
• Muller is a trusted brand;
• Muller’s expertise in yogurts is seen in the newly released ice-cream cones;
• The unique flavors are unusual and full of surprises;
• Muller cones are affordable yet high quality and tasty;
• Muller cones are healthier than Ben & Jerry’s ice-cream tubs;
• Muller Ice-cream must not be perceived as solely a women’s product;
• The new product must reflect Muller’s values.

Strategy

The STRATEGY will aim at the existing Muller customers in the UK to increase awareness amongst mainly ABC1 and C2DE women.

ABC1 women

Over 35
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping

Found to live in the South part of the UK especially London

They read Cosmopolitan, Elle, Hello! And Red

C2DE women

16-34
Healthy lifestyle
Above average consumption
On-the-go consumption
One-person household
Grocery shopping

They read Sun, Mirror, Now OK, Take a Break

Timings

Inspired by Magnum Gold’s successful entry campaign, which created a buzz prior to the launch (Flores et al. 2012), Muller’s Crunchy Fantasy Ice Cream will create awareness of the launch 1 month prior to the product being on the market, with a message that intrigues the viewers, and the Muller logo.

Take a “burst” approach towards the campaign between May-August 2013 relying on advertising to increase awareness and drive sales in the short summer period (Thinbox.tv no date).

Print adverts

IDEA 1

First advert is very simple. It contains just one headline: ‘Are you ready for it’ and Muller brand logo as its identity. These words are placed on the red background which is the colour of the logo itself. Headline asks a direct question and announces that something new is coming. It is the awareness advert only. It would increase buzz and word of mouth (WoM) activity as people interested in this brand would be curious of what they have to get ready for. It could increase interest in the brand and its innovations between publics which are not current Muller users. QR code in the bottom left corner would just open Muller web site on the Smartphone with no information on what to expect. There would be just mentioning that something new is coming. The idea is to invoke curiosity as the infectious tone of voice would encourage WoM activity (Alstiel and Grow 2005).

As Muller is a trusted brand for its long activities the new product would reflect Muller’s values in the new product category (Mintel 2012a).

IDEA 2

Muller cow advert continuous the TV advert from Muller for their yogurt. However, this one is for the new Corner ice-cream. The name on the product should say 'Corner Ice-Cream' rather than 'Greek Corner' and , of course, the whole advert should be better quality. There ought to be an eye capturing slogan in red color on the top-middle of the picture: 'Muller Corner - Now frozen!' 

IDEA 3

Third advert will have a slogan on the top (where the red background is): 'We want you to smile' or 'Cossets your mood' and 'NEW Muller Ice-cream!' to inform what product is advertised if someone have not noticed it from the product in women hands. The red color does not mean that it will be the same color in the ad. It should be the same background as the ones on the photos. The text: Before (on the left) and After (on the right) just below the picture would suggest the linkage between the pictures. What is more, there should be Muller corner ice-cream instead of those showed in the pictures. In addition, it should be exactly the same woman in both pictures.

IDEA 4

The advert would have Muller ice-cream instead of acorn in the same place. Muller corner ice cream would have the mini acorns in the small corner instead of usual jam. The slogan would be in the place of the text: Ice Age The Meltdown and in the same or very similar font. The slogan: 'Everyone finds his taste of the NEW Muller Corner ice-cream'. Here is few more ideas of the slogan:

1. 'NEW Ice-cream? In corner?' + 'Muller's First'
2. 'Ice Cream' (in the same font as 'ICE AGE') 'Muller Corner' (in the same font as 'The meltdown').

References:

Alstiel, T. & Grow, J. (2005) Advertising Strategy: Creative Tactics from the Outside/In. London: Sage.
Thinkbox.tv (no date) Thinkbox – Home [Online] Available from: http://www.thinkbox.tv [Accessed 18th February 2013].

Flores, E., Dorsett, J. & Warty, M. (2012) Magnum Gold?! How one golden integrated idea sold 130 million ice-creams [Online] Available from: http://www.warc.com.atlas.worc.ac.uk/Content/ContentViewer.aspx?MasterContentRef=bbd423f1-4176-48e5-b212-9b5ea9ece78b&q=magnum+gold [Accessed 18th February 2013].

Creative Commons (2000) Mountains Snow. Winter Holiday. [Online] Available from: http://www.photoeverywhere.co.uk/west/winterholiday/slides/mountains_snow2000_jpg_orig.htm [Accessed 18th February 2013].

Eteksciki.info (no date) Thank you cows – Official Muller Corner Ad. [Online] Available from: http://www.eteksciki.info/videos/Muller+Advert [Accessed 18th February 2013].

Istockphoto.com (2008) Smiling woman holds ice cream. [Online] Available from: http://www.istockphoto.com/stock-photo-5943863-smiling-woman-holds-ice-cream.php [Accessed 18th February 2013].

Glee (no date) Crying ice-cream eating. [Online] Available from: http://images.wikia.com/glee/images/6/68/Crying_icecream_eating.gif [Accessed 18th February 2013].

Handmade Reviews (2012) Good health and skin with muller greek. [Online] Available from: http://www.handmadereviews.net/2012/10/good-health-and-skin-with-muller-greek.html [Accessed 18th February 2013].

FDWallpapers.com (no date) Ice Age: The Meltdown. Movies Wallpapers. [Online] Available from: http://www.fdwallpapers.com/desktop.php?pid=2400 [Accessed 18th February 2013].

Mintel (2012a) Yogurt and Desserts - UK - July 2012. [Online] Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590217/?highlight=true [Accessed 18th February 2013].