Brand Planning & Message Strategy Pert Plus Solo Presentation - PDF document

Brand Planning & Message Strategy Pert Plus Solo Presentation Hi. I’m Kari McLean and I want to talk with you about a new strategy for Pert Plus. Pert Plus is simplicity. Shampoo and conditioner together in one bottle is simple. And it still can be – with a twist – shampoo and conditioner in one RECYCLABLE bottle. Pert Plus is Lost. Lost in a sea of competitors. Pert Plus is no longer the 2-in-1 category innovator and leader it once was. With the increase in 2-in-1 competitors and influx of private label imitations, Pert Plus has lost its identity. Consumers don’t know who it is any more. With launch of Pert Plus for men, that leaves Pert Plus original in need of a marketing makeover. And who loves a makeover more than women? 1

There is a great deal of synchronicity between women & light green consumers. 2

Generate awareness to new consumers 3

Using a smart, practical voice… Key selling idea is simple. 4

One bottle of Pert Plus takes less energy to produce and transport than two separate bottles – PLUS its recyclable which is very appealing to light green consumers. Feel good about being eco-friendly every day – it ’ s simple – you get soft shiny hair while you’re doing something good. 5

These print ad concepts focus on the key selling idea, and explaining how Pert Plus is eco-friendly and reassuring them that they will still get beautifully soft and shiny hair. An e- mail contest campaign… 6

Email explains how Pert Plus is an easy way to go eco-friendly. Asks consumers to text/tweet their easy eco-friendly tips to win an eco-vacation for two to Yosemite Valley with a stay in Evergreen Lodge and hybrid bus tours. 2 nd prize Toyotal Prius 3 rd prize A y ear’s worth of carbon offsets Ambient Concept has two parts: 6” x 6” squares of green light projected onto sidewalks & walkways in high traffic and high profile areas. • LA Graumann’s Chinese Theater • NY’s Shubert Alley • Chicago WaterTower Place • Cincinnati Fountain Square Outside grocery and drug stores, and mega stores such as Costco and Sam’s Club, in light will be a large recycling bin in the shape of a Pert Plus bottle with this message and contest instructions. Eco-friendly positioning brings a simple new twist to Pert Plus. No other shampoo is positioned as eco-friendly. By focusing on the light green consumer, of which the majority are women, Pert Plus can regain differentiation, innovation and appeal to women in order to increase sales. 7

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