Morning Win - Belvita
Insight
Big Idea
Brand connection
Goal
Painpoints
- New brand to American,
- Many direct competitors with similar products
-> need to stand out
Target audience: "Morning optimists":
- Positive thinking
- Ambitious
- Busy lifestyle
Introduce the brand to American
Creating buzz and brand connection
Trial and sales
Target audience thinks that breakfast is important because they want to complete bigger tasks in the morning.
Breakfast is not a "problem" but an "opportunity" to accomplish your morning job.
Audience has been exposed to similar messages regarding the benefits of morning snacks;
Most brands see breakfast as a "problem"
Belvita's breakfast cookie bring you energy to accomplish "win" during the day
Why? By understanding that the morning is not a problem but a new opportunity to get things done, the campaign has positioned belVita as the brand that helps you do anything in the morning. "Because you know you have the energy to do it."
Where?
- Social media: real-time social response - Twitter
- TV: videos on customers who achieves "morning win"
- Radio: audio of the "morning win" video
What? To celebrate everyone's morning win.
- Any achievement, big or small, is called "morning win" and deserves celebration.
- Encouraging everyone to share their "win" and love for Belvita cookie.
When? launched in January 2014
Name? MorningWin
Brand positioning: healthy and affordable biscuits "on-the-go"
Expression: Energy for the whole morning.
"Share your #morning win".
