Julian Cole

I love this ad for KitKat!

KitKat has been very notorious for making breaks irresistible for over 65 years.

That’s been their genius.

It shows an intact Platform Idea.

The ONE sentence that describes what the brand says and does.

The Idea Platform.

For KitKat it would probably be:

“Show chocolate lovers that KitKat is the taste of a break.”

You need this framework when you’re on that stage

Where you've got a creative idea,

And you need to blow out the campaign.

You need to understand what the idea is.

A way to do that is to come up with a formula for the actual idea.

Interesting work by Courage Canada!

👉 Next week, I’ll be uncovering the strategy frameworks I used for brands like Apple, Uber, and Disney. If you’re interested, sign up here: https://lnkd.in/gZgjv_gQ


#advertising
#brand
#strategy
#brandstrategy

There’s one question that great marketers ask when viewing the media plan.

How did the idea inform this media strategy?

Standard media plans are built around the consumer’s media habits. The same plan your competitors get.

Great media plans take account of the media habits AND the idea. Designing a real advantage.

For example, S’well - More ways to use less campaign.

Their competition single-use water/coffee/lunch take out brands were buying the same billboards around town.

S’well whose message is all about using less, found the moments when people were using more.

Buying placement at the overflowing bins out the front of coffee shops, delis, and gyms.

Shout out to Andrew Guirguis and the S'well team for making the magic.