Your Partners in Brand Building

BRAND STRATEGY –
EZIFIBRE & KIDZVITS
Presented by Synergy Advertising

INTRODUCTION
Synergy Advertising

Synergy - The Group
 Established in 1999
 Pakistan’s fastest growing integrated communications group
 Workforce of 150+ employees
 Offices in Karachi, Lahore & Islamabad
 Annual Billings over PKR. 3.3 Billion
 Consistently ranked in the top 10 Pakistani ad agencies since 2001
 We have won following awards in advertising business:
 17 PAS Excellence Awards,
 13 APNS Awards,
 2 iCom Awards, and
 1 ABBY Award

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partnership with Symmetry Group)

BRIEF
Ezifiber & KidzVits

Brief
Propose a communications strategy for Ezifibre &
kidzVits – a direct to consumer product of CCL Pharma
along with 360 degree campaign idea and execution
for its hard launch

OBJECTIVES
Ezifiber & KidzVits

Objectives
To attract and convert dietary conscious
customers to Ezifibre & KidzVits through
effective communication and visual strategy
for the hard launch
Product awareness

What separates a commodity or a
generic product from a brand?

A commodity competes on THREE factors:
• Price
• Convenience / availability
• Some level of quality

But, a BRAND lives in our heads.

They are intangible.

They mean everything.

And

We feel them.

We dream of them.

We
them.

The more we see them,
the more we want them.

We covet what we see.

How do they get inside our heads?
By TWO ways.

Experience

Exposure

And who affects our brand
experience?

Everyone in the organization. They all define
what the product is and how it turns into a
“brand” for us. They are all “Brand Owners”.

How do the Brand Owners generate
or enhance our experience?

By creating experiential zones or Contact
Points. There are lots of them. Each one of us
has very different ones. That is where
exposure to a brand comes from.

THE PROCESS
REFLECT RESONATE ENGAGE
BECOME
THE VOICE

1. REFLECT the emotions of the people
and what they know.
2. Let your voice RESONATE with their
feelings.
3. ENGAGE! with the right platforms at
the right place.
4. BECOME THE VOICE of the people.

And, now, what can we do with
Ezifibre and KidsVitz?

We can turn them into BRANDS.

EZIFIBER

Target Market
Male/Female
of age between
30-60 years
SEC A & B+
Educated/
under
privileged
Health/diet
Conscious
people

OUR UNDERSTANDING

• History
• Product
• Competitors
• Competitor’s Analysis

History
• CCL has a vision to be a leading consumer health care
company by offering superior products to help consumers
manage their own health, feel enriched and get more out of
life. While aiming so, the focus remains embedded in science
and high tech R&D.
• The product portfolio focuses on everyday health solutions,
enriching consumer lives to make it easier, happier and
worthwhile.
• Ezifiber & KidzVits are the consumer health products that are
in focus.

Product
• 300 gm Bottle
• 10 Sachet pack

Our main competitors
• Hashmi
• Qarshi
• Marhaba

Hashmi Ispaghol
Competition

Communication Analysis
• Present in print and electronic media
• TVC are based on human elements and
the functional benefits of the product
• Urdu has been the preferred mode of
communication

Marhaba Ispaghol

Communication Analysis
• Positioning line is “Dhak Dhak Dil Say Bol”
• Present in print and electronic media
• TVC has famous models to endorse the
product

Qarshi Ispaghol

Communication Analysis
• Strong presence in print and electronic media
• TVC has the human element along with the
functional benefits of the product
• Urdu is the preferred mode of communication

- Imported product
- One of its kind in Pakistan (refined husk)
- Product packaging stands out from
competition
- The only flavored ispaghol available in
market
- Is only available at select pharmacy
outlets
- Has not been advertised yet
- Not available over the counters of super
stores, department stores, modern trade
centers
- Growing health awareness
- The flavored refined husk can take the
lead over its competitors
- Modern trade is a huge opportunity to
increase customer attention and increase
sales
- Established competitor brands in the
market
- Loss of market share due to smaller
reach to customers
SWOT
ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS

THE COMMUNICATION STRATEGY

What is EziFibre?

A commodity with a name or a
Brand?

What is so special about EziFibre?
EziFibre
Natural
Helps
improve
digestion
Reduces
Cholesterol
Packed
for
Conveni-
ence
Helps in
Weight
loss
Refined
Ispaghol
for easy
consumpti
on
Orange
flavor
with
Vitamin C

DE-CLUTTERING – KEEPING THE
VALUE AND FILTERING OUT WHAT IS
“LESS” IMPORTANT.

EziFibre
Natural
Helps
improve
digestion
Reduces
Cholester
ol
Packed
for
Conveni
ence
Refined
Ispaghol
for easy
consump
tion
Helps in
Weight
loss
Orange
flavour
with
Vitamin C
These are the three main areas we need to focus on in our
communication.

HOW DO WE POSITION OURSELVES?

EziFibre is a convenient, natural and healthy
product which helps improve digestion.

WHY SHOULD THE CONSUMERS
BELIEVE US?
EziFibre
Natural
Helps
improve
digestion
Reduces
Cholesterol
Packed for
Convenience
Helps in
Weight
loss
Refined
Ispaghol for
easy
consumption
Orange
flavor with
Vitamin C

WHY IS IT SIGNIFICANT FOR OUR
COMMUNICATION?

Defining the priority of key product attributes
in terms of importance will help us streamline
our communication and make it easily
understandable and MEMORABLE for our
consumers.

PRIMARY MESSAGE
“EziFibre is a quick and convenient
solution to your digestive problems.”

COMMUNICATION PLATFORM
Leveraging on the above tagline, we use
relevant media to convince our target
market that;
“EziFibre is THE quick and convenient
solution to your digestive problems.”

TONE AND EXECUTION OF
COMMUNICATION

Humor is the way to go!

Partly because it helps convey solutions to
inconvenient problems in a easily digestible
way, and, also, because it helps in boosting
message and brand recall.

In design, product will be given heavy visual
weight age, while maintaining aesthetics.
The overall impact of our communication will
be very friendly and an energetic.

DIRECTION - I

PROPOSED TAGLINE

It’s yummy and very good for tummy!

TRANSLATION OF THE STRATEGY
INTO DESIGN
Option - 1

Press Ad

The TVC A/V Board

Audio Video
Female V/O:
Finding a way to add fiber to your diet
keep your tummy regular can be a big
challenge.
But, now there’s new EziFibre with
naturally soluble refined Ispaghol Husk
which forms a gel which gently
massages your tummy from the inside
to keep them working as they should.
And with its refreshing Vitamin C
enriched orange flavor, it is easy-peasy
to consume.
Keep your cholesterol low and your
waist slim with EziFibre.
It’s yummy and very good for tummy.
Animation:
A goofy animated man is chasing after
vegetables and cereals.
He bumps into a giant bottle of EziFibre.
We show his X-Ray as he drinks it from a
glass and we show it going down
through his digestive tract.
He puts the glass down with relief and a
smile on his goofy face.
The man is leaning against the giant
bottle of EziFibre, and he rubs his hand
on his belly.
And we freeze frame

Design Executions

Flyer

Bunting

Standee

Streamer

Hoarding

TRANSLATION OF THE STRATEGY
INTO DESIGN
Option - 2

Press Ad

Flyer

Bunting

Standee

Streamer

Hoarding

DIRECTION - II

PROPOSED TAGLINE

The easy way to stay Healthy

TRANSLATION OF THE STRATEGY
INTO DESIGN

Press Ad

Press Ad

Press Ad
Display

Magazine Insert

Flyer

Standee

Hoarding

Hoarding Execution

Hoarding Execution

Dangler

Gandola

KidsVits

Target Market
Kids between
the ages of 2-7
years
SEC A & B+
Educated/
under
privileged
Health/diet
Conscious
parents

KEY DECISION MAKER
Father

KEY INFLUENCERS

• Peers
• Mothers
• Pediatricians (Doctors)
•The Pesterer

DECISION MAKING PROCESS
With key influencers.

The Child
Doctors
Mother
Peers
The Child
(Pesterer)

WHO IS THE MOST IMPORTANT
ONE?

THE CHILD.

He or she will accept or reject the product
based on one simple main factor

Taste.

The other factor would be what his or
her peers eat.

THE COMMUNICATION STRATEGY

What is KidsVitz?

Chewable Multivitamin for children.
Vitamin
B6
Folic
Acid
Vitamin
B12
Vitamin
H
Biotin
Vitamin
A
Vitamin
C
Vitamin
D
Vitamin
E
Vitamin
B
Pontothenic
Acid
Iodine Zinc Inositol
Inositol

What is so special about KidsVitz?

KidsVitz
Helps Growth
(Mental &
Physical
Development)
Imported
from
Canada
Kids love
the taste
Kids love to
chew it
Convenient
solution for
mothers
Peace of
mind for
the
Mothers

DE-CLUTTERING – KEEPING THE VALUE
AND FILTERING OUT WHAT IS “LESS”
IMPORTANT.

KidsVitz
Helps Growth
(Mental &
Physical
Development)
Imported
from
Canada
Kids love
the taste
Kids love to
chew it
Convenient
solution for
mothers
Peace of
mind for
the
Mothers
These are the two main areas we need to focus on in our communication.

HOW DO WE POSITION OURSELVES?

KidsVitz is a delicious vitamin
supplement for children.

WHY SHOULD THE CONSUMERS
BELIEVE US?

KidsVitz
Helps Growth
(Mental &
Physical
Development)
Imported
from
Canada
Kids love
the taste
Kids love to
chew it
Convenient
solution for
mothers
Peace of
mind for
the
Mothers

WHY IS IT SIGNIFICANT FOR OUR
COMMUNICATION?

Defining the priority of key product attributes in
terms of importance will help us streamline our
communication and make it easily
understandable and MEMORABLE for our
consumers.

PRIMARY MESSAGE

“KidsVitz is the perfect formulation for your child’s
daily vitamin and mineral needs, and helps their
mental and physical growth.”

COMMUNICATION PLATFORM

Leveraging on the above tagline, we use
relevant media to convince our target market
that “KidsVitz is THE perfect formulation for
your child’s daily vitamin and mineral needs,
and helps their mental and physical growth.”

TONE AND EXECUTION OF
COMMUNICATION

Keep it attractive to kids!

Partly because it will attract our CONSUMER to it
and, also, because parents must find the
communication attractive and easy to differentiate
from competitors. This will result in boosting
message and brand recall.

In design, product will be given heavy visual
weightage, while maintaining aesthetics.
The overall impact of our communication will
be very colourful, friendly and an energetic.

DIRECTION - I

PROPOSED TAGLINE

For a healthy young mind and body.

TRANSLATION OF THE STRATEGY
INTO DESIGN

Press Ad

The TVC A/V Board

Audio Video
V/O:
Weak lethargic children, they are all around
you.
To keep your child from becoming one of
them, you need KidsVitz! KidsVitz fights
nutritional deficiencies and invigorates your
child!
KidsVitz For a healthy young mind and body.
Animation:
Skinny, sleepy and fatigued boys and girls
are standing around in a playground.
KidsVitz gummies are show flying to the
park and all of a sudden the kids start
getting their powers. The kids are now
invigorated and start playing around.
KidsVitz’s SKU appear on white background
along with each of the gummies along with
the tag-line: “For a healthy young mind and
body.”

Design Executions

Flyer

Standee

Bunting

Hoarding

Streamer

DIRECTION - II

PROPOSED TAGLINE

A taste of healthy life.

TRANSLATION OF THE STRATEGY
INTO DESIGN

Press Ad

Press Ad
Display

Magazine Ad

Magazine Insert

Flyer

Standee

Streamer 1

Streamer 2

Streamer 3

Streamer 4

Hoarding

Hoarding Execution

Hoarding Execution

Dangler

Gandola

BE COOL.