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Title slide

23 July 2014

President Response to Brief

President is France’s #1 cheese but there’s a lot of room to grow elsewhere in

Europe.With entrenched habits keeping people buying local cheese e.g.

Cheddar in the UK, President only comes out for special occasions e.g.

Christmas

Drive penetration

1

We want to position President Brie as an everyday special food to entice a lot of

new cheese-lovers to buy President

Strengthen brand associations e.g. French, pleasure, expertise, quality

Build brand equity

2

what’s the business challenge & opportunity?

The communication’s challenge

Build emotional relationships with President that prompt purchase

Capture and own the right expression of France to resonate across

multiple markets

Cut through with a lighter weight media plan then the competition

Create advertising that can support President for years

mood/tone/behaviour

It’s vital to capture authentic Frenchness and this is best expressed

through fresh food locations (market, bistro, fromagerie) and ambience,

rather than using a clichéd French spokesperson

These attractive foodie situations allow us to hero the product and show off

President’s food values and expertise naturally

President’s Frenchness is more urban, modern and at the heart of the

kitchen table than La Rustique, who have a traditional, country feel

Presentation theme

‘Choosing Costain’ 1

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Source SchumbergerNotes1 For any acquisitions which increase holding 2 Exceptions

Source/note

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Timeline

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HSBC fire escape plan.

FSABank of America HSBC KPMG

Barclays

Waitrose

McGraw HillReuters

To River Ferries

To the McDonald’s Roundabouts

Jubilee Park

CanadaSquare

CabotSquare

Canary wharf

Canary wharf

To Ropemakers FieldsVia Narrow street

CITIGROUP

Black arrows show exit directions in the event of a full evacuation of the Canary Wharf estate

Scope of the problem

7100

870

World population

Undernourished

2010 – 2012

175 million

239 million

0

50

100

150

200

250

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2010 2012

2010 – 2012 Low income countries

Population distribution

2010 – 2012 High income countries

15%

85%

High incomecountries

Low incomecountries

16 million

Population of undernourished in High income countries

13 million

16 million

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2010 2012

Source :  http://www.worldhunger.org/articles/Learn/world%20hunger%20facts%202002.htm#Number_of_hungry_people_in_the_world

“By improving nutrition, we can build human capital and fuel economic growth for generations to come. However, nutrition’s full impact can only be unleashed when all sectors do their part”

UNICEF conceptual framework

Source :  http://www.unicef.org/eapro/Brief_Nutrition_Overview.pdf

Carbon footprint ratios

CHINA

USACANADA

INDIA

SOUTH KOREA

TAIWAN

SOUTH AFRICA

EGYPT

NIGERIA

ALGERIA

LIBYA

JAPAN

THAILAND

MALAYSIAHONG KONG

HONG KONG

TURKMENISTAN

SINGAPORE

VIETNAM

NORTH KOREA

INDONESIA AUSTRALIA

PAKISTAN

IRANSAUDI ARABIA

UAE

KAZAKSTAN

UZBEKISTAN

IRAQ

KUWAIT

BRAZIL

CHILE

ARGENTINA

VENEZUELA

FRANCE

UKRAINE

POLAND

UNITED KINGDOM

SPAIN

TURKEY

GERMANY RUSSIA

MEXICO

ITALY

BELGIUM

PORTUGAL

NORWAY

AUSTRIA

ROMANIA

NETHERLANDS

DENMARK

SWEDEN

SWITZERLAND

SLOVAKIA

CZECHREPUBLIC

IRELAND

BULGARIA

BELARUS

GREECE

HUGARY

ESTONIA

ICELAND

JAMAICA

TRINIDAD AND TOBAGO

PUERTO RICO

CUBA

DOMINICANREPUBLIC

ASIA

AFRICA

OCEANIA

SOUTH AMERICA

MIDDLE EAST

EUROPE

NORTH AMERICA

CARIBBEAN

EVOLUTION OF THE BAT SIGNAL

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19972003

2009

2012

Wall’s

WALL’S DESSERTS GLOBAL TISSUE MEETING 19th May 2014

Kibon Selecta Wall’s

Pitch Journey

Client briefing

Q&A session

Calls with regional

BD

Regional creative hot

houses

Global tissue meeting

Regional tissue

meeting

Regional consumer emersions

Final presentation

Stella Artois Toolkit 1.0

Stella Artois Toolkit

The Brand

PTW / PTR / PTC & Assortment

Media Strategy

Events

On Trade

Off Trade

RTM

Tech Sales

Initiatives

Stella Artois Toolkit The Brand

The Ritual

The Chalice

The Legacy of the Stella Artois Chalice:

Part of a brewing tradition stretching back to 1366, Stella

Artois is a beer for true connoisseurs that’s also the best-

selling Belgian beer in the world. Integral to its success is

The Chalice – Stella Artois’ iconic glassware and the ideal

way to experience the pride of Belgium.

The Art Of The Belgian Pouring Ritual

The Belgians take beer seriously – and the Stella Artois

nine-step Pouring Ritual is beer at its most serious. Each

step serves a specific purpose, optimizing serving

consistency, drinking enjoyment, and the romance of the

beer itself.

Stella Artois should be skillfully poured

and artfully presented.

Belgium Artistry

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To Barefootly Go

To dance like no-one’s watching

To sing like no-one’s listening.

To embrace life’s loves & laughs and feel an energy that

starts at the tips of your toes and ends, well, who knows ‘ ‘

‘ ‘ To forget about Brand.

And Wine.

And Demographics.

And everything in between

To look down and discover

your feet are Bare.

And it’s time to Barefootly Go

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To make friends on the journey

And walk a mile in their joy-filled shoes

If only they had some ‘ ‘ ‘ ‘

We’re TOEtally up for it

Live our brand values

Have Fun &

Keep it Quirky!

Express

Gra-TOE-tude

Love Locally

Be Inclusive

Don’t Stop

Believ’in