P&G Super Bowl LIV
[Cultural Opportunity] The rising 'them and us’ culture: Inclusion has given way to physical and metaphorical walls shrinking our worlds, helping to create a ‘them and us’ culture.
[Behavioral Insight] We invite difference in for the SB: At the Super Bowl, you happily choose to invite people of different views and opposing teams, into your home—and we all get along.
[Real Problem To Be Solved] Use P&G products to remind people of the power and statement made when they invite someone into their home.
[Concept] Your chance to participate in American unity.
Planning Lead: John Lynch.
Co-planning Lead: Kiko Martínez.
Chief Creative Officer: Adam Kahn.
Snap. The. Serious.
[Cultural Opportunity] Society needs to loosen up: Culture and society have slowly become too uptight. We take everything so seriously.
[Behavioral Insight] Most of the time we’re not ourselves: We’re on a constant struggle to hold back our inner child. It’s frowned upon if we don’t!
[Real Problem To Be Solved] People hate having to be always serious and proper, and want permission to justify their genuine mood.
[Concept] Slim Jim as the kryptonite of serious.
Creative Planner: Kiko Martínez.
The Right Focus
[Cultural Opportunity] In 2020, distraction will be the only constant: 2020 is going to be a busy year with lots of distractions fighting for your time.
[Behavioral Insight] Failure to prioritize: People try to do too much, so that the ‘important’ and the ‘not so important’ blur into one...
[Real Problem To Be Solved] Identify what’s a distraction and what is not. Position the idea of 2020 vision as a focus on what's important!
[Concept] A happy life is a matter of focus.
Creative Planner: Kiko Martínez.
Raising The Bar
[Cultural Opportunity] QSRs suffer from robotic service: Automated and scripted customer service is the norm for QSRs. You get called “sir” and “ma’am,” but you don’t feel it’s sincere.
[Behavioral Insight] People want to feel welcomed: People are turning to their favorite brands to be more than just companies. They’re looking for a community to belong to and are seeking meaningful ways to connect.
[Real Problem To Be Solved] Make the Raising Cane’s experience as important as the quality of our chicken fingers.
[Concept] Raising Cane’s as a brand without customers, only great friends!
Creative Planner: Kiko Martínez.
You Got This
[Cultural Opportunity] Self-confidence is the new thing: In 2019, people love embracing their curves. They refuse to conform to social norms.
[Behavioral Insight] We all need a little push: No one feels confident in everything they do. We constantly second guess everything.
[Real Problem To Be Solved] Position Mentos Chewy& Fresh as the hidden confidence booster in everyone’s bag.
[Concept] Make chewing a Mentos, a ritual prior to every shaky moment.
Creative Planner: Kiko Martínez.
Creative Planner: Lillie Kmetz.
Challenge This Day
[Cultural Opportunity] It’s still a man’s world: The world continues to strive for equality, but men are still in the driver’s seat.
[Behavioral Insight] Ready to change the rules: Women, specially minorities, feel like they are playing by old rules. To make real change, they feel the need to challenge, question, and even break those rules.
[Real Problem To Be Solved] The category message starts at the wrong place by telling women the old tale that they need to feel good about themselves. Olay is about encouraging what’s next—linking product to women whose time has come.
[Concept] Each day is an opportunity to release the challenger in you.
Creative Planner: Kiko Martínez.
Merchants Of Moments
[Cultural Opportunity] Everyone’s fighting for the best recipe: Culinary brands focus on the product, but never on the the byproduct: culinary experiences.
[Behavioral Insight] We’re socialites in nature: People cook for the moments that come when we bring everyone together.
[Real Problem To Be Solved] When you have millions of recipes out on the internet, you’re fighting an uphill battle. But when your brand can be part of those recipes, then it all turns in your favor. McCormick Spices bring the best out of every recipe.
[Concept] McCormick connects flavors with memorable moments.
Creative Planner: Kiko Martínez.