Talenti presentation 08.12.16
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This document outlines a branding strategy for Talenti gelato focused on telling its story. It begins with an overview of the brand's challenge in preserving identity while growing. Research included focus groups and examining like-minded brands. The strategy centers around a "Pint-Sized Discoveries" platform to fuel consumers' curiosity and desires to explore. The platform will curate experiences that highlight the brand's craftsmanship and people while allowing consumers to connect and feel a sense of escapism. Touchpoints will include experiential activities, content, partnerships and advocating people who love the brand.
Talenti presentation 08.12.16
- 1. + TELLING TALENTI’S STORY August 12th, 2016
- 2. TABLE OF CONTENTS CHAPTER 1: WHERE WE ARE CHAPTER 2: DIGGING DEEPER SECTION ONE: TAPPING INTO THOUGHTFUL EXPLORERS SECTION TWO: LOOKING AT LIKE-MINDED BRANDS? CHAPTER 3: TYING IT ALL TOGETHER +
- 4. TALENTI’S CHALLENGE How can Talenti preserve its history, identity and premium feel while leveraging Unilever’s scale to grow the brand? + 4 1. WHERE WE ARE
- 5. The JTBD 5 + Identify Talenti’s unique brand story to inform all areas of its business from procurement, to hiring decisions to content creation and even down to the product itself …so that everything is cohesive and authentic to the brand. 1. WHERE WE ARE
- 6. PROJECT PHASES 1. WHERE WE ARE Phase 1: Development Platform A: Identify Talenti’s unique brand story to inform all areas of its business from external communications to recruiting and procurement. B: Develop the direction selected with a fully ?eshed platform. ? Phase 2: Communications Thought Starters ? Phase 2: Flesh out Talenti’s platform into a more detailed approach to content, media and internal coordination with key stakeholders. + 6
- 7. 7 + 1. WHERE WE ARE TALENTI BRAND KEY STORYTELLING PLATFORM PINT-SIZED DISCOVERIESTACTIC1PHASE 1 PHASE 2 TACTIC2 TACTIC3 TACTIC4 TACTIC5 TACTIC6 … PROJECT PHASES
- 9. TO LEARN MORE WE LOOKED AT: 9 + LIKE-MINDED BRANDS & OUR NEIGHBORSOUR THOUGHTFUL EXPLORERS + DIGGING DEEPER
- 10. OUR PATH OF DISCOVERY 10 + DIGGING DEEPER IN-STORE FOCUS GROUPS DESSERT DINNERS + +
- 11. 2. Section ONE TAPPING INTO THOUGHTFUL EXPLORERS
- 12. TALENTI’S PACKAGING DRIVES BUYING BEHAVIOR 12 + “Because of its clear packaging you can actually see the ?avors & it helps you pick it out.” “The packaging looks premium - it’s very simple, even the font draws attention.” “It caught my eye because of see through container.” Opportunity: Gain greater product visibility beyond retail outlets ? by bringing out Talenti’s aesthetics into new activations and experiences. TAPPING INTO THOUGHTFUL EXPLORERS
- 13. TALENTI IS SEEN AS A ‘SPECIAL’ ICE CREAM 13 + TAPPING INTO THOUGHTFUL EXPLORERS “I try other ice-creams but they are the standard, I often buy Talenti.” “If I were to buy proper ice cream it is going to be Talenti.” Opportunity: To educate consumer on what makes Talenti different and authentic. “I really think of Talenti as a foodie ice cream.”
- 14. TALENTI ELEVATES THE EXPERIENCE 14 + TAPPING INTO THOUGHTFUL EXPLORERS “Bringing Talenti to a dinner is the same as bringing a bottle of wine.” “I can serve Talenti for dessert and I don’t feel like I have to make a dessert.” Opportunity: Create opportunities that allow consumers to be able to elevate experience by just adding Talenti. “We also have Talenti when my roommate and I have wine & cheese ‘date nights.’ Its indulgent but also ?ts with our accessibly sophisticated evening ”
- 15. 15 + “It reminded me going to Italy when I ate it.” “Talenti is like my little vacation.” “Talenti doesn’t need the moment. The moment needs Talenti.” Opportunity: Consumer delight in the escapism element of Gelato, create moments or stories ? around Talenti that facilitate this ‘escape’. TAPPING INTO THOUGHTFUL EXPLORERS TALENTI IS A FORM OF ESCAPISM
- 16. 16 + “Talenti brings out the explorer in me. I’m not a mint person but their mint Gelato looked so good I had to try it.” “My friend loves the raspberry one but bought another ?avor because she liked the color.” Opportunity: Fuel consumers’ desires to explore and discover, both in-store and through Talenti experiences. ”I have my go-to favorite but when there are new ?avors I am curious to try them and I trust Talenti so I know it will be good.” TAPPING INTO THOUGHTFUL EXPLORERS TALENTI IS A CATALYST FOR CURIOSITY
- 17. 2. SECTION TWO LOOKING AT LIKE-MINDED BRANDS
- 18. WE LOOKED AT LIKE-MINDED BRANDS 18 + Craftsmanship is at the heart of these brands and we wanted to understand how they communicate their brand story. LOOKING AT LIKE-MINDED BRANDS
- 19. THE BRAND IDENTITY STARTS WITH AN ORIGIN STORY + A captivating founding story and the art of re-telling it keeps the original spirit of the brand alive. 19 LOOKING AT LIKE-MINDED BRANDS
- 20. + Storytelling comes to life when there is a physical place for it to be experienced. 20 LOOKING AT LIKE-MINDED BRANDS THE BRAND STORY NEEDS A PLACE TO LIVE
- 21. + Brands remain true to who they are through small but meaningful touches. 21 LOOKING AT LIKE-MINDED BRANDS IT’S IMPORTANT TO STAY AUTHENTIC AS YOU GROW
- 22. Collaborate with experts from like-minded industries to re-imagine brand stories in new ways, ? these partnerships allowed these brands to keep their artisanal identity while evolving their product. + PRODUCT PARTNERSHIPS SHOULD SHARE SIMILAR VISIONS X Marc Jacobs 22 LOOKING AT LIKE-MINDED BRANDS X FOOD52
- 23. WE LOOKED AT OUR NEXT DOOR NEIGHBORS 23 + The ice cream aisle has become extremely competitive as brands cater for every taste and trend. LOOKING AT LIKE-MINDED BRANDS
- 24. COMPETITORS ARE FOLLOWING TALENTI’S LEAD + Talenti’s unique container was a key to differentiation & trial but competitors are now ? borrowing product design concepts from the brand. 24 Before vs. After LOOKING AT LIKE-MINDED BRANDS
- 25. PRODUCT SOURCING ISN’T A UNIQUE STORY + Every brand shares a story about where the product and ingredients are from ? making an original story not so original. 25 LOOKING AT LIKE-MINDED BRANDS
- 26. INGREDIENTS ARE CHARACTERS IN BRAND STORIES + Ingredients went from hiding on back of the box to taking center stage as a way to communicate product bene?ts, especially in terms of natural or health. 26 LOOKING AT LIKE-MINDED BRANDS
- 27. LOCALLY MADE STORIES INSPIRE PURCHASE + Whether it is locally made, organic or locally sourced, people like when products come from their own community. 27 LOOKING AT LIKE-MINDED BRANDS
- 28. TYING IT ALL TOGETHER 5.
- 29. 29 + Craftsmanship is crucial to Talenti’s brand story; ? it is part of who it is and where the brand originated. But, when it comes to standing out in the crowd or freezer aisle, craftsmanship is not a di?erentiator. For consumers it’s about the delight in the escapism of gelato. Talenti’s story goes beyond consumption and craft, it fuels the imagination and leads to discovery.
- 30. TALENTI AT THE CENTER 30 + TYING IT ALL TOGETHER PINT-SIZED ? DISCOVERIES Escaping in Delight Leads to collecting ? new stories & ? moments Striving for Authenticity Standing out in the crowd Crafting & Curating Leads to self enrichment Continual Curiosity Leads to exploring & discovering ? about the world around me Connecting to others Leads to elevating experiences PINT-SIZED ? DISCOVERIES
- 31. PINT-SIZED DISCOVERIES 31 + TYING IT ALL TOGETHER “Talenti honors e?ort, craft and passion. These details transform an ordinary experience into an exceptional one—a Pint-Sized Discovery. We deliver on our mission by sourcing the ?nest ingredients, re?ning old world methods, recruiting the best talent and fostering a culture of exploration. We know you focus on the details—whether it’s inviting the right guests that will spark memorable conversations, creating a magical setting or serving a special indulgence that takes your dinner party beyond just a simple meal. You appreciate and seek out unique people, places and moments that enrich your life.? Talenti’s Pint-Sized Discoveries platform will curate experiences that feed your curiosity and reveal a new facet of yourself or the world around you. Pint-Sized Discoveries is a place where you can learn about the art of making gelato, share your stories and connect with other Thoughtful Explorers like yourself.”
- 32. TONE OF VOICE 32 + To support a storytelling platform based on Pint-Sized Discoveries, the Talenti voice will be enthusiastic, cheerful, and naturally curious. Like the upbeat friend who is always up for a gelato date, Talenti will exude positivity. ?? TYING IT ALL TOGETHER Authentic Happy Curious Con?dent Approachable Spontaneous? Aloof Saccharine? Bookish Arrogant Unattainable? Careless TALENTI IS … TALENTI IS NOT…
- 34. 34 + KEY THEMES BRAND? DISCOVER THE WORLD OF TALENTI CONSUMER DISCOVER THE PEOPLE WHO LOVE TALENTI PRODUCT DISCOVER THE CRAFT BEHIND TALENTI TYING IT ALL TOGETHER
- 35. 35 CONSUMER + KEY THEMES TYING IT ALL TOGETHER We’ll show how Talenti makes life just a bit more colorful, by curating and creating experiences you want to share with others. ? TOUCH POINTS? ? EXPERIENTIAL? NATIVE CONTENT? PARTNERSHIPS? DIGITAL ACTIVATIONS? SAMPLING? INTERNAL COMMUNICATIONS/CULTURE? HR BRAND? DISCOVER THE WORLD OF TALENTI
- 36. 36 + PRODUCT KEY THEMES TYING IT ALL TOGETHER We’ll celebrate the curious personalities who consume and love Talenti by highlighting their unique stories and what makes them stand out from the crowd – just like Talenti. ? TOUCH POINTS? ? INFLUENCERS? SOCIAL: BRAND ADVOCATES/UGC? PR CONSUMER? DISCOVER THE PEOPLE WHO LOVE TALENTI
- 37. We’ll share the story of how Talenti’s gelato is made and make Talenti a destination to learn about the craft of gelato. ? TOUCH POINTS? ? NATIVE CONTENT? EXPERIENTIAL? PACKAGING PROCUREMENT PRODUCT? DISCOVER THE CRAFT BEHIND TALENTI 37 + KEY THEMES TYING IT ALL TOGETHER
- 38. + THANK YOU