Communication Brief NOYNOY EKLEKTO
Strategic Communication
Target
Brand Marketing Objective
Strategic
Primary target audience: mainstream dairy users, incl current NoyNoy users, women AB 25-45
years, progressive thinking, forward looking, open for embracing the taste of great dairy as it is
meant to be for them and their families
Secondary target audience: loyal EKLEKTO users & all dairy lovers
Noynoy Eklekto range (milk, cheese, yoghurt) should after launch achieve in a year15%
penetration in the Natural Authentic Dairy market
Communications Objective
Create 70% consumer awareness NoyNoy EKLEKTO range resulting in shopper purchase
consideration of 40% in 2016
Consumer Insight
Desire to provide family with healthy and unmodified nutrition, excellent and pure quality
products, produced in a genuine way but living in a big city doesn’t access to such product
offers. Reconnection with these products bring back the simplicity & the essentials to taste,
health & wellbeing
What do our
consumers/shoppers
think/feel/do/now?
EKLEKTO being the fresher dairy has a rich taste that brings back memories from childhood.
Authentic, rich and natural taste, small scale production. Local products ‘from the village’, of
purest and highest quality because closest to nature. Feeling of reassurance & familiarity
(flavour from the past). Connect with my roots (childhood, village life, grand parents,…).
Consumers expect from NOYNOY to offer such propositions, because of its long tradition &
heritage in the market, a brand I grew up with etc. On the other hand, currently NOYNOY is not
capitalizing on Greekness and naturalness that are crucial elements for EKLEKTO
What is the desired
think/feel/do?
NoyNoy brings unique, excellent range of rich, tasteful, nutritious & authentic dairy products
with a twist of today
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Strategic
Single Most important thing
to communicate
Inspired by beauty of simple pure ingredients, made even richer by expertise of NOYNOY
with a taste as you never tasted it before
Reasons to believe
Simple, natural ingredients, being the hero
Not over-complicated, known recipes, with
individual twist
Enhancing the benefits that nature provides
Personal NoyNoy touch brings unique taste experience
Passion to put people back in touch with the basics and richness of simple things
“Rough around the edges” / real
Initial Media Channel
Recommendations
Lead channel TV
Other channels: In store, digital, social media, experiential
Brand Essence NoyNoy
Building strong families/ The family is the centre the heart of our brand Noynoy
Brand Personality NoyNoy
Expert, genuine, caring, forward looking, credible, quality, trust
Inspirational, craftsmanship, transparent, passion, progression. Brings NoyNoy into today’s
dairy market (freshness, authenticity, Greekness) and an unquestionable proof of
craftsmanship & inspiration
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Mechanics
Assignment
To develop a appealing, outward and forward looking campaign able big idea, supported
and brought to life by a differentiating communication campaign. We need to be different
in our tonality look and feel compared to our biggest competitors Olympus and Delta. In
order to bring this big idea to life, think through and evaluate relevant & differentiating
touch points along the path to purchase. The big idea should be strong enough to be
brought to life even without
ATL & BTL communication
Οι επικοινωνία σήμερα:
https://www.youtube.com/watch?v=7MP5epXsz7M
https://www.youtube.com/watch?v=JWDonfn7JGs
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