1. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by

2. Leveraging the brand essence for
an iconic & love-mark brand
Strictly Confidential - Feb 20th, 2014

3. Strictly Confidential - Feb 20th, 2014

4. Strictly Confidential - Feb 20th, 2014

5. 2 Aspects of being «legendary»:
1. Extremely well-known; famous
2. Transferred from generation to generation
Strictly Confidential - Feb 20th, 2014
Source:www.thefreedictionary.com

6. Favorite brand of generations...
MY GRANDMOM
Born in 1924
MY MOM
Born in 1953
ME
Born in 1979
from 1933
from 1966
from 1990
Strictly Confidential - Feb 20th, 2014
MY SON
Born in 2008
from 2014

7. Today’s topics:
1.Risk of interpreting the data and the magic of listening to
consumers.
2. The challenge in creating new ideas for iconic brands
3. Generating WOM in digital, through big brand ideas.
Strictly Confidential - Feb 20th, 2014

8. DAMAK Free Associations
Classy
Pistachios
High quality
Whole/large pieces of
pistachios
White color
Packaging
Classic
All to myself
Gusto/ delicacy-’damak tadı’
Combination of white & green
Childhood memories
Unique
Different
‘my father used to bring it home’
Consistent quality & pack
Strictly Confidential - Feb 20th, 2014
With coffee
Source: Sever Impeks Consultancy, 2007

9. DAMAK Brand Personality*
 Proper, knows how to behave, mature
 Well-educated, well-rounded, has refined taste
 Principled, trustworthy, consistent, self-confident, sophisticated
 Articulate, plain, simple, clear, convincing, strong
 Admirable, attractive, mysterious, well-groomed
 Contemporary, modern but also classic, has roots from the past
 Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile
* Collage done by participants.
Strictly Confidential - Feb 20th, 2014
Source: Sever Impeks Consultancy, 2007

10. Most premium retail chocolate
Average Price Index (kg)
Strictly Confidential - Feb 20th, 2014
Source: AcNielsen, 2013 Full Year

11. DAMAK consumption is AB SES skewed.
Strictly Confidential - Feb 20th, 2014
Source: IPSOS Household Panel 2013 Full Year

12. How about the consumer ?
Strictly Confidential - Feb 20th, 2014

13. Key points from the consumer portait*
 Young adults, who appreciate finer things in life.
 Very optimistic about their future.
 They like to be known as selective and they believe that they are
distinguished.
 Real chocolate lovers and are ready to pay more for DAMAK.
 Average income is between 1.000-1.500 TL/month.
 Have never been to abroad, their dream is to go to Paris in the future.
* Pictures are representatitve.
Strictly Confidential - Feb 20th, 2014
Source: Consumer Portait Visits

14. Dream of DAMAK Consumers:
Go to Paris with their beloved ones...
Strictly Confidential - Feb 20th, 2014

15. 5 Criteria of an Iconic Brand
1. Design
2. Shape
3. Color
4. Logo
5. Appetite Appeal
Strictly Confidential - Feb 20th, 2014
Source: Roman Klis Design

16. Leverage the inherit values...
Brand Essence:
« The Legendary love of chocolate and pistachio»
Brand Ques:
 White
 Unique font and special use of Green
 Square pack
 Pistachio
Strictly Confidential - Feb 20th, 2014

17. The idea came !!!
An internal workshop, May 2013.
Strictly Confidential - Feb 20th, 2014

18. Teaser period of 1 week...
Strictly Confidential - Feb 20th, 2014

19. 80th Year Film after the teaser...
Strictly Confidential - Feb 20th, 2014

20. Results...
- 36.430 tweets during campaign.
- 74% of the tweets were with DAMAK branded
content during teaser. All organic.
- 0.1% negative tweet.
- 70.000 new fans. (almost doubled the base)
- Engagement rate: 0.95%.
Strictly Confidential - Feb 20th, 2014
Source: IPSOS BHT, Dekathlon Social Listening

21. Then came the St Valentine’s Day
Strictly Confidential - Feb 20th, 2014

22. Last words:
1. Don’t be too much data freak. Simply talk to your consumers.
2. Always inspire by the brand essence
3. If you really have a big idea, things are easier to spread over.
Strictly Confidential - Feb 20th, 2014

23. Thank you...
Strictly Confidential - Feb 20th, 2014

24. Qualitative 360 Europe
2014
Gold Sponsor
Silver Sponsor
Supported by
Organised by