Agenda Why Are We Here? (Recap) Rules of the Road (Expectations) BALANCE “Monsters” (Insights) Our Lighthouse Identity (Repositioning) Roger That, Do You Copy? (Symbol of Reevaluation) The Rubber Meets the Road (Strategy & Innovation)
BALANCE is broken. • Long-standing double-digit declines (’03-’08 CAGR: -12%) • Irrelevant brand w/ no clear identity • CURRENT APPROACH ISN’T WORKING!!! We can’t do the same old things and expect different results. - + We have a plan… … but it requires a different approach (that quite frankly, Kraft isn’t accustomed to).
We Are Thinking & Acting Differently • Seeking a dramatic change, which requires that we dramatically alter how we see the world Projecting vs. Mirroring • Based on a intuitive and opportunistic insight-driven BELIEF • Research to INFORM belief, NOT to validate/play-back Embrace Challenger Status - + • Not the market leader, so CHANGE THE GAME to succeed (FOR, Target cons., etc.) • Challengers embrace CONFLICT and look for “monsters” to slay • BE MORE FOCUSED (we’re not for every one!) Intuitive Insight • Based on expertise of broad range of cross-functional groups/agencies • Consumer intimate vs. Consumer driven Symbol of Reevaluation • A stunning visual or behavioral representation of identity that gets people to take notice • For Balance – a group who best personi f es our beliefs, NOT who drives the most volume
• “Monsters” fuel a brand’s beliefs and keeps the story interesting! • BALANCE as a brand felt strongly about taking on several enemies Posers The Road • False “Movers & Shakers” • Many people spend life on road • People who TRULY Take Care of Business • O ff ers livelihood & freedom, are taken for granted but demands sacri fi ce • Dashboard = Dining room - + Tyranny of 3 Square Meals Junk Food • MYTH – No one REALLY • Junk Food = Crash does this! • May taste good but leaves • Guilt you hanging
- + Opportunity: The Noble Roadie The Noble Roadies are in a constant battle with the road; it’s friend and foe, • Crash prevention (lasting energy) allowing them to enjoy freedom and earn their livelihood – yet demanding their full focus and attention in return. • Convenience (ultra-convenience) • Value: affordability The long hours on the road can carry them away from their home and families, and can throw unexpected situations at them around every turn. • Steady, solid nutrition The odometer is their battlescar, the potholes – their minefield, the • Great taste dashboard – their mess hall. They understand a highway wasn’t made for a weekend jaunt to the Hamptons, but to help them keep the wheels of American industry moving.
What we believe: We believe in taking care of the Noble Roadies so that they can Take Care of Business • Their never-ending conflict with the road • Sacrifces, challenges • One less bump in the road - + KEEP THE KEEP THE MOTOR MOTOR RUNNING! RUNNING! Product Rock: GO-TO Food that DELIVERS! How we behave: • Prevents the Crash: Steady, solid nutrition We call SHOTGUN!!! w/ lasting energy • Value: Affordable/fts grazing habits • Straight talk – NO B.S.! (no 3 sq. meals) Enthusiastic Ally - What can • Ultra-convenience: Cup-holder compatible we do for Brown? • And great taste too (embrac e the candy bar)!
Here at BALANCE, we make food. We make our food because too many people have to settle for junk… Hey, look, who doesn’t love a little Mickey D’s on a road trip? But for some, their life is one big road trip… That’s right – they spend their days on the road, moving the stuff we need from Point A to Point B (think about how the stuff around you got ther e!) - + You know “Neither snow, nor rain, nor heat..” and the rest? Well, add potholes, speed traps, meter maids, rubberneckers, heavy boxes, and dumb drivers to the mix…and stu ff STILL gets where it needs to go. Well, we couldn’t sleep at night knowing these real Noble Roadies were eating not-so-good stu ff every day – sometimes more than once a day. So here at BALANCE, instead of asking what can Brown do for us, we ask ourselves – what can we do for Brown? And that’s where the food comes in – tasty, nutritious food that you can eat with one hand on the wheel. It’s pretty simple really – now if only navigating I-80 during rush hour could be that easy…
• A stunning visual or behavioral representation of identity that gets people to take notice • Group who best personifes our beliefs, NOT who drives the most volume - +
• True NOBLE ROADIES • Pride, doggedness and an unwillingness to stop moving • Physical & mental demands – staying alert, focused • Emotional commitment – hard on a family, lonely • Under Pressure: • Dispatch and supervisors • Gas prices, job competition • Driving conditions, other motorists • Part of a special “fraternity”
FOR - Lots of people are Haulers: Long Haulers bring credibility to the “Noble Roadie” lifestyle; they’ll allow us to reach a broader audience over time Kid Hauler (gen. pop.) N/E Comparison Presentation Hauler (3MM HHs) N/E Category 20 MM HHs Tool Hauler (20MM HHs) % Chg. +6.8% vs. Short Hauler % Chg. excl. CLIF +2.4% CONSUMER (6MM HHs) BALANCE Penetration 1.6% Long Hauler (4MM HHs.) % Chg. -30.4% POTENTIAL MESSAGE Noble Roadies Keep You Moving Keep You Running Good on the Go
Our Identity will transform EVERY ASPECT of how we, as BALANCE, do business. Delivers against Product Rock (Value, Ultra-convenience, Crash Prevention) CATEGORY FROM TO Frame of Reference Nutrition/Energy Junk Food (e.g., candy bars) Product Fragmented portfolio with Streamlined SKU count aligned no clear message behind “Preventing the Crash” Looks indulgent; tastes ok Tastes as good as junk food alternatives Nutrient focused, higher price Built to prevent the crash (nothing else); better value Packaging Hard to open Open with one hand (or teeth); Cup holder compatible Culture Same-old Kraft – BORING!!!!! Hunting as a pack & living our brand (initiation, team room, leave our castle) Sales Talk the talk (convince people Walk the walk (back it up – o ffi cial bar why we are good) of our own supply chain) Distribution Stuck in N/E aisle Opportunity to extend beyond Including how we show ourselves to the world…
KEEP THE MOTOR RUNNING • Tenacity, doggedness and an unwillingness to stop moving forward even in the worst times typify our audience. • BALANCE helps with with their struggle against the challenges of the Road, and does everything it can to help them keep rolling! VALUE ULTRA - CONVENIENCE CRASH PREVENTION • SIRIUS/XM partnership • Truck stop/retail • Truck Stop Makeover • Trade show presence promo intercepts Takeover • Goodwill overlay • On-pack promos with • Truck clinics/detailings/ • Music activations value & assistance emphasis shower stations • Grassroots tour with viral overlays
“Keep It Running Radio Tour” grassroots Custom truck is hub of all field initiative activates against all three activations and equity pillars WOM generation: • Live radio remotes w/SiriusXM “Road Dog” channel • “Flash”-style concerts at trucker locations • Promotions at retail • Truck stop “takeover makeovers” • Delivers aid and assistance to communities, to breakdowns, etc. • Video/radio testimonial captures • Staffed by truckers Scalable program through PR to appeal to broader audience
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