CHINESE NEW YEAR 2016 Asia Activation Trial Elisabetta Ceriani Project Manager

Last Updated 10/06/15 Jovena

Objectives

• Drive sales throughout busy CNY period

• Trial promotion to evaluate impact on future activation

• Leverage the festive season to build brand awareness

• Increase brand awareness and product trials of hero product

• Engage target consumers and trade

• Support top retail accounts

Chinese New Year 2016 Retail Consumer Promotion Trial

What is Chinese New Year?

Chinese New Year (CNY) is an auspicious celebration to mark the turn of the new Chinese calendar.

In Asia, is the biggest and most celebrated festivals amongst Chinese communities around the world, bringing families together as they mark the start of a new year of

prosperity and good luck.

Oranges play a very significant role during CNY. The Chinese word for Mandarin orange rhymes with the word ‘gold’.

Thus, the orange represents wealth. During CNY, oranges are displayed as decorations and also exchanged among friends and

acquaintances.

2016 is the year of the ‘Monkey’.

Chinese New Year 2016 Retail Consumer Promotion

• New pack & entry strategy: Festive pack to encourage purchase of the newly launched 6-pack SKU

• Visibility in-store: Tailored on-shelf POS materials and dedicated off-location displays

• Sampling program: Demos programs in high-traffic outlets, over peak festive shopping period & animation in store

• Special promotion: Special end-consumer promotion - lucky draw

Activation Strategy

• Singapore • Taiwan • Hong Kong • Thailand

Targeted Trade • Key retail groups and premium grocery stores • Selected Online e-commerce site.

Timing • Jan- Feb, 8 weeks promotion

Participating Markets

Expected Volume & Investment

RELATED COST TOTAL €

Carton box production 5,000

Cost for co-packing 400

TOTAL 5,400

Investment

Off-location

25,000 Display

POS Demos

Online banners TBA Shelf category boost TBA

Expected Growth • Increase of sales of 30% on dedicated 6S /hero product & on all the range

Why a dedicated pack

• Thanks to the impressive Chinese purchasing power, many luxury brands develop special activation embracing Chinese elements for their exclusive Lunar New Year limited-edition collection.

Sanpellegrino CNY Pack Promo

A festive carton box: • New 6-pack Aranciata Rossa cans • Designed with Chinese New Year elements: Monkey, Orange, Golden elements, CNY taglines. • To associate with auspicious season • Carton box will be produced locally and repacked in each market

Not a new SKU but a repacking of the existing 6-pack

The Concept

FRONT

The promo pack wants to blend Chinese New Year motifs (such as the greetings, tree and the monkey) with Sanpellegrino iconic packaging and style. Chinese New Year 2016 this year celebrates the year of the monkey The main colours will be gold (hot-stamp), shades of red keeping SP iconic wavy-pattern

BACK

Leverage

PR • Targeted Media dropping • Trade Customer – Relationship building ON - PREMISE • Target Trade: Premium cafes • Special scratch card promotion developed to

generate positive sales uplift & animation in store

• Sales uplift 150% vs expected 30%

• Positive brand exposure & visibility in-store

• Developed a successful/impactful packaging

• Achieved accurate forecast

• Multichannel approach: Online, Offline, Onpremise, PR

Results

SUCCESSFUL TRIAL

THANK YOU