Agenda Why Are We Here? (Recap) Rules of the Road (Expectations) - - PowerPoint PPT Presentation

Agenda

Why Are We Here? (Recap) Rules of the Road (Expectations) BALANCE “Monsters” (Insights) Our Lighthouse Identity (Repositioning) Roger That, Do You Copy? (Symbol of Reevaluation) The Rubber Meets the Road (Strategy & Innovation)

BALANCE is broken.

• Long-standing double-digit declines (’03-’08 CAGR: -12%)
• Irrelevant brand w/ no clear identity
• CURRENT APPROACH ISN’T WORKING!!!

We can’t do the same old things and expect different results. We have a plan… … but it requires a different approach (that quite frankly, Kraft isn’t accustomed to).

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We Are Thinking & Acting Differently

• Seeking a dramatic change, which requires that we dramatically alter how

we see the world

Projecting vs. Mirroring

• Based on a intuitive and opportunistic insight-driven BELIEF
• Research to INFORM belief, NOT to validate/play-back

Embrace Challenger Status

• Not the market leader, so CHANGE THE GAME to succeed (FOR, Target cons., etc.)
• Challengers embrace CONFLICT and look for “monsters” to slay
• BE MORE FOCUSED (we’re not for everyone!)

Intuitive Insight

• Based on expertise of broad range of cross-functional groups/agencies
• Consumer intimate vs. Consumer driven

Symbol of Reevaluation

• A stunning visual or behavioral representation of identity that gets people

to take notice

• For Balance – a group who best personifes our beliefs, NOT who drives the

most volume

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• “Monsters” fuel a brand’s beliefs and keeps the story interesting!
• BALANCE as a brand felt strongly about taking on several enemies

Posers

• False “Movers & Shakers”
• People who TRULY

Take Care of Business are taken for granted

The Road

• Many people spend life
• n road
• Offers livelihood & freedom,

but demands sacrifice

• Dashboard = Dining room

Tyranny of 3 Square Meals

• MYTH – No one REALLY

does this!

• Guilt

Junk Food

• Junk Food = Crash
• May taste good but leaves

you hanging

Opportunity: The Noble Roadie

The Noble Roadies are in a constant battle with the road; it’s friend and foe, allowing them to enjoy freedom and earn their livelihood – yet demanding their full focus and attention in return. The long hours on the road can carry them away from their home and families, and can throw unexpected situations at them around every turn. The odometer is their battlescar, the potholes – their minefield, the dashboard – their mess hall. They understand a highway wasn’t made for a weekend jaunt to the Hamptons, but to help them keep the wheels of American industry moving.

• Crash prevention (lasting energy)
• Convenience (ultra-convenience)
• Value: affordability
• Steady, solid nutrition
• Great taste
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KEEP THE KEEP THE MOTOR MOTOR RUNNING! RUNNING!

What we believe: We believe in taking care of the Noble Roadies so that they can Take Care of Business

• Their never-ending conflict with the road
• Sacrifces, challenges
• One less bump in the road

Product Rock: GO-TO Food that DELIVERS!

• Prevents the Crash: Steady, solid nutrition

w/ lasting energy

• Value: Affordable/fts grazing habits

(no 3 sq. meals)

• Ultra-convenience: Cup-holder compatible
• And great taste too (embrace the candy bar)!

How we behave: We call SHOTGUN!!!

• Straight talk – NO B.S.!

Enthusiastic Ally - What can we do for Brown?

Here at BALANCE, we make food. We make our food because too many people have to settle for junk… Hey, look, who doesn’t love a little Mickey D’s on a road trip? But for some, their life is one big road trip… That’s right – they spend their days on the road, moving the stuff we need from Point A to Point B (think about how the stuff around you got there!) You know “Neither snow, nor rain, nor heat..” and the rest? Well, add potholes, speed traps, meter maids, rubberneckers, heavy boxes, and dumb drivers to the mix…and stuff STILL gets where it needs to go. Well, we couldn’t sleep at night knowing these real Noble Roadies were eating not-so-good stuff every day – sometimes more than

• nce a day.

So here at BALANCE, instead of asking what can Brown do for us, we ask ourselves – what can we do for Brown? And that’s where the food comes in – tasty, nutritious food that you can eat with one hand on the wheel. It’s pretty simple really – now if only navigating I-80 during rush hour could be that easy…

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• A stunning visual or behavioral representation of

identity that gets people to take notice

• Group who best personifes our beliefs, NOT who

drives the most volume

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• True NOBLE ROADIES
• Pride, doggedness and an unwillingness to stop moving
• Physical & mental demands – staying alert, focused
• Emotional commitment – hard on a family, lonely
• Under Pressure:
• Dispatch and supervisors
• Gas prices, job competition
• Driving conditions, other motorists
• Part of a special “fraternity”

vs.

N/E Comparison

N/E Category

% Chg. % Chg. excl. CLIF

BALANCE Penetration

% Chg. 20 MM HHs +6.8% +2.4% 1.6%

• 30.4%

Kid Hauler

(gen. pop.)

Presentation Hauler

(3MM HHs)

CONSUMER POTENTIAL MESSAGE Tool Hauler

(20MM HHs)

Short Hauler

(6MM HHs)

Keep You Moving Keep You Running Good on the Go Long Hauler

(4MM HHs.)

Noble Roadies

FOR - Lots of people are Haulers: Long Haulers bring credibility to the “Noble Roadie” lifestyle; they’ll allow us to reach a broader audience over time

Our Identity will transform EVERY ASPECT of how we, as BALANCE, do business. Delivers against Product Rock (Value, Ultra-convenience, Crash Prevention) Including how we show ourselves to the world…

Frame of Reference Product Packaging Culture Sales Distribution Nutrition/Energy Fragmented portfolio with no clear message Looks indulgent; tastes ok Nutrient focused, higher price Streamlined SKU count aligned behind “Preventing the Crash” Tastes as good as junk food alternatives Built to prevent the crash (nothing else); better value Hard to open Same-old Kraft – BORING!!!!! Talk the talk (convince people why we are good) Stuck in N/E aisle Junk Food (e.g., candy bars) Open with one hand (or teeth); Cup holder compatible Hunting as a pack & living our brand (initiation, team room, leave our castle) Walk the walk (back it up – official bar

• f our own supply chain)

Opportunity to extend beyond CATEGORY FROM TO

KEEP THE MOTOR RUNNING

• Tenacity, doggedness and an unwillingness to stop moving

forward even in the worst times typify our audience.

• BALANCE helps with with their struggle against the challenges of

the Road, and does everything it can to help them keep rolling! VALUE

• Truck stop/retail

promo intercepts

• On-pack promos with

value & assistance emphasis

CRASH PREVENTION

• SIRIUS/XM partnership
• Trade show presence
• Goodwill overlay
• Music activations
• Grassroots tour with

viral overlays

ULTRA - CONVENIENCE

• Truck Stop Makeover

Takeover

• Truck

clinics/detailings/ shower stations

“Keep It Running Radio Tour” grassroots initiative activates against all three equity pillars Custom truck is hub of all field activations and WOM generation:

• Live radio remotes w/SiriusXM “Road Dog”

channel

• “Flash”-style concerts at trucker locations
• Promotions at retail
• Truck stop “takeover makeovers”
• Delivers aid and assistance to communities,

to breakdowns, etc.

• Video/radio testimonial captures
• Staffed by truckers

Scalable program through PR to appeal to broader audience