CI summary

Digital and gum

Carole ROSSI January 2012

Digital strategies should differ depending of targets & countries and has to be considered in a broader media context
It depends of: On line usage level of the country: with its heavy internet usage, on line is a must have in Sweden. Sweden should be used to inform on the changes occurring with heavy Internet usage. Openness to on-line brand activities depending of the country and the target: the Swedish, the French and the Teens are the most acceptant and the Spanish and the +40 years the most brand cynical. On-line strategies do not work in isolation but should be part of multi media brand strategies. Knowing that the on-line legitimacy of the gum category is neutral: strong consumer consensus around humour and lightness as fitting territories.

Internet is a practical tool but with a deep emotional bonding

The Internet has fundamentally changed the notions of time and space. The promise of access to infinity transcends the finite nature of mankind. Its a space of individual choice, enabling self-development and self assertion and a superior tool for communication and sharing. It enables the individual to do more and gives him the opportunity to exist more intensely. BUT it creates a fear of lack of control, a fear of virtual life taking over real life. In Sweden, Internet is no longer a media but an extension of oneself. There are strong underlying tensions between Internet a tool to build the self and Internet which dilute the self.

There are three main needs fulfilled by the Internet

Knowledge and information: for every targets Knowledge provider: both for leisure and work (news, personal interests, for school work) Information for everyday life for being more efficient (time and money saving: shopping, banking, cooking). Communication: the discriminating dimension between targets One to one communication: primary communication for the oldest one: mails. Social networking is a powerful self-enhancing tool, enabling to reveal more of oneself while retaining more control than in a face-to-face relationship. Even if with heavy usage of it, some feel the need to take break, to self censor and to take measures to restrict access. Facebook is a space where Teens can exit; a space where 18-34 years can shine as socialisers and a space where the oldest can bond with friends and the world. Entertainment provider: Sweden and teens. Less important than the 2 previous one. Its download/ replay or gaming.
4

Associations with on-line brand presence are mostly negative

On-line brand are perceived as invasive; this is driven especially by banners.

This is due to the fact that Internet is experienced as a social and personal space, more than a commercial space. Where traditional media are accepted as commercial spaces, there is more sense of personal ownership with the internet. Its particularly true in Spain where people assume that Internet is owned by people and brands should remain outside.
Hence the right strategy for gum brand is:
Propose not impose: let the consumer chose to be involved. Offer interaction: use current relationship with the media. Chose the right time and place: browsing to make a purchase or checking mails of face book account. Push the creative boundaries: engage and interest. Use motivation to relay. Edginess expected. Use the social dimension: for some only: Teens and 18-24 years.
5

On-line strategies for gum brands

The light-hearted nature of the category does play in its favor when operating on Internet. Hence a light-hearted and humorous hook is the most obvious. A strong link to the gum brand needs to be made: indeed with on-line humorous campaigns, risk of brand lack of attribution is important. And before being on-line strategies, campaigns should be relevant brand strategies.

2 case examples of successful on-line brand activities in the gum category

Lkerol (SW)
A game where the winner wins SEK 100 000. You need to create your own chewing gum mix and complete the game Orbit promises to get rid of stains in 15 days, otherwise your money back Caf Bajon goes around spoiling the good moments in life (viral ad)

Caf Bajon (SP)

Some Swedish teens had

actually entered the competition

Had learnt about it on Facebook Had been reassured by the fact other tends had been doing it before them Motivated by the desire to create their own mix and sense of importance Prize money a driver

How a core functional message of stains removal can be turned into an engaging online campaign
In tune with the media Money back not taken at face value, but adds credibility