8. If only people knew about Kinley...
Kinley is the original.
The oldest.
With a distinctive
bitter taste.
9. The problem is...
1. Schweppes = category
2. And well. No one knows about Kinley.
10. Brief
Business goal:
Successful brand launch + increase of off-trade and on-trade sales.
Business strategy:
1. Target opinion leaders in order to establish a distinctive image (B2C - targeting
connaisseurs, bar enthusiasts) .
2. Become attractive as a differentiator for points of sales (B2B - targeting bar
owners, professionals).
Online communnication goal:
Attract interest of opinion leaders by offering related and exclusive content and
reach their social networks with the help of social media.
13. Consumer
Insight 1. People are more particular about the brand of the alcohol they
drink than the brand of the fizzy drink/mixer: when they say
tonic/bitter lemon/ginger ale they mean Schweppes.
Insight 2. Opinion leaders are „first-to-knows“ looking for exclusivity.
Insight 3. They are social and love to indulge in great drinks and food.
Quality and experience are key.
14. Brand
Insight 1. Kinley is the oldest soft drink in the world (since 1771).
Insight 2. With a distinctive bitter taste.
Insight 3. The brand is currently positioned as a „kind of a rebel“, a piece
of affordable luxury, claiming quality and exclusivity.
15. Market
Insight 1. Schweppes OWNS the category.
Insight 2. Schweppes is not only lonely on the top but quite comfortable
as well: they do not put much effort into social media (see
appendix).
Insight 3. Main form of consumption: mixed drinks.
18. Strategy
The key strategic insight:
When people say tonic/bitter lemon/ginger ale they mean Schweppes.
The strategy:
Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste
and experience.
19. Strategy
The key strategic insight:
When people say tonic/bitter lemon/ginger ale they mean Schweppes.
The strategy:
Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste
and experience.
One thing to communicate:
Kinley‘s mission is to inspire people to rethink their standards.
20. Strategy
The key strategic insight:
When people say tonic/bitter lemon/ginger ale they mean Schweppes.
The strategy:
Gain awareness by establishing Kinley as an alternative to Schweppes, a new taste
and experience.
One thing to communicate:
Kinley‘s mission is to inspire people to rethink their standards.
The reason-to-believe:
From time to time we have to rethink the things we just accept, even if they seem to
be obvious.
Kinley is a premium soft drink thus represents rock solid quality. It is a self-
confident brand and ready to occupy its own market niche.
22. We launch a digital campaign that inspires people to rethink their standards.
We provide the core target group (opinion leaders: connaisseurs and„bar enthusiasts“) with
exclusive and brand related content (bar culture, food, music, culture, etc.). We even involve them
in content development which we then distribute with the help of various social media channels.
23. DO DON‘T
• Act like a rebel with a cause • Act only for the sake of rebelling
• For satisfaction and enjoyment • Show off
• Self-confident and clever • Address Schweppes directly
• Inspire others too, act social • Give ready-made solutions
24. Communications Framework
CURRENT CONSUMER BEHAVIOUR
Unaware bar enthusiasts, cocktailnerds, DESIRED OUTCOME
connaisseurs (21-45 yrs) Purchase and loyalty
RECOMMENDED MEDIA CHANNELS
Facebook Pinterest Youtube Search
Blog
Website Lifestyle blogs Instagram Google
AWARENESS! CONSIDERATION! BUYING! STOCK (on-trade)!
! ! ! !
Creative Message:! Creative message:! Creative message:! Creative message:!
Rethinking your standards Kinley is like an insider friend Where Kinley can be found, Having Kinley in your
leads you to new who knows about what`s cool there is something interesting sortiment is a statement."
experiences." and happening." happening." "
" ! " Reason to believe:!
Reason to believe:" Reason to believe:! Reason to believe:! Kinley has an established
Kinley is a surprising new Kinley takes its „business“ Kinley doesn‘t want to be image amongst opinion
alternative with a distinctive seriously and wants to standard." leaders."
taste." challenge the topdog."
MEDIA! MEDIA! MEDIA! MEDIA!
" " " !
Microsite/Blog" Microsite/Blog" Search" Website"
Facebook" Instagram" Website" Facebook"
Pinterest" Earned media" Microsite/Blog" Pinterest"
Seeding" Community management" Social ads" Youtube"
Youtube" Banners" Search"
Search" Search"
25. KPI
RETENTION
xx% increase of on-
trade stocks"
Positive sentiment"
Facebook fans"
PURCHASE
xx% increase of on-trade and off-trade sales"
PREFERENCE
xx% increase of Facebook Talking about this"
xx% increase of purchase preference"
"
CONSIDERATION
xx% increase in website traffic"
Facebook Fans (benchmark: 241 500) "
"
AWARENESS
xxxx impressions to the target market"
xx % increase of competitive share of voice"
xx blog articles by influential bloggers"
"
32. Schweppes Facebook
FACEBOOK 241 450 Fans"
(25.02) 7154 Talking about it"
2,96 % „people talking about this rate“"
POSTS, CONTENT Product info"
Cocktail recipe"
Illustrations"
TABS, EXTRAS Photos"
Profile App"
Videos"
TONALITY Friendly and chatty but flat"
GOAL Generate engagement by reacting on current events in
a fun way"
33. Schweppes Facebook
STRONG Clear branding"
Reaction on real time events"
WEAK Not much content (12 posts this year)"
Low fan activity (2,96% vs. AV. 4%)"
"
Source: quintly.com "
37. Thomas Henry Facebook
FACEBOOK 5940 Fans"
(25.02) 93 Talking about it"
1,56 % „people talking about this rate“"
POSTS, CONTENT Product info"
Illustration"
Events"
Testimonials"
TABS, EXTRAS Photos"
Events"
Videos"
Drink Guide"
Magazine"
TONALITY Friendly, grown up, informal and informative"
GOAL Inform fans and professionals about the products and
news of company"
38. Thomas Henry Facebook
STRONG Branding"
Diverse content"
Integration of offline commercial activity"
WEAK Bit unstructured"
Low fan activity (1,56 % vs. AV. 4%)"
Unclear targeting: B2B or B2C?"
Source: quintly.com "
