Young Lions Czech Republic 2019 Marketers category - Team 7

1. WHAT IS OUR OFFER
WIN-WIN
COOPERATION

2. BACKGROUND
FOOD + EDUCATION = HOPE
1,15 CZK
this little can have a critical impact on breaking the
circle of poverty.
BARRIER: LOW AWARENESS of Mary´s Meals
Leading beer producer:
POWER TO AFFECT MASS AUDIENCE
SOCIAL CREDIT

3. Plzeňský Prazdroj
reputation
mass reach
INSPIRATION
IMPACT
And Prazdroj has really started…
STRATEGY

4. CONSUMER INSIGHT
I consider myself a good person.
I think I would always help
people in need. But I don´t
support any charities. It is not
that I don´t care but It takes
time to find a trustworthy one
and I am sure it is complicated. I
have no time for that.
Target audience
Men 25-45
In relationship or married, family guy
B,C

5. It is that simple to change the world.
KEY MESSAGE

6. IDEA
PPAS supports MM and gives them space on its mass
distributed products for raising AW of MM and lead by
example it is that simple to change the world.

7. 1st year idea in use
PPAS supports one primary school
UMBRELLA: it is that simple to change the world.
PPAS provides its mass distributed products for small branding
Drive inspiration, motivation, awareness
It is that simple to help, yes, I can do it
I did it and I feel good
MM takes care of me as a donor / volunteer
Drive awareness, sales
SEE
THINK
DO
CARE
Increase numbers of donors.

8. 1st year idea execution
365 217 bottles in one year
Sticker with the number 1,15
TEASING – no branding
- trigger the attention
Everyone sees and asks
Integrated communication
Explanation of the cooperation
Honorary wall
1,15 1,15 1,15

9. GOALS
Communication´s goals
Short term
Raise awareness of mary´s grassroots movements
Raise of 15,6 mil CZK
Raise the number directly sponsored schools from 7 to 12
Long term
Recruit new volunteers and donors
Business goals
Short term
Support of lager variant in the PPAS portfolio
Sales increase of lagers
Long term
Equity growth (mainstream brands and PPAS as a whole)

10. CHALLENGES
Everyone knows.
What to do in year two.