Launch Concept

Sample. All creative made by IRN.

Transcript

1. launching impact. with
2. We’re new milk made with new technology sold at a very new price point. •  CPG  benefits  –  more  calcium,  more  protein,   more  vitamins  and  minerals  –  typically  stem   from  lab  magic,  additives  or  other  less-­‐than-­‐ natural  processing.   •  Package  and  message  cues  raise  the  question:   is  this  ‘real’  milk?   •  Our  functional  benefits  are  superior  to  milk,   but  our  emotional  benefits  are  not.   the problem. 5  
3. Deconstructed the meaning of cold filtering technology what we explored •  What  if  we  could  apply  it  to   more  than  milk?   •  What  does  it  really  mean,  not   just  for  Fairlife,  but  for  milk?   •  Where  did  the  technology   come  from?   7  
4. work. the
5. #getfiltered an ongoing engagement that shows how much better the world would be cold filtered. 11  
6. Create a cold filtered world through content and experiences. Imagine  Times  Square  with  no  advertising.   Or  even  more  advertising.   Imagine  Disney  World  with  no  lines.   Imagine  Mom  2.0  with  50%  fewer  panels   and  100%  more  connecting  time.  
7. Create a cold filtered world through content and experiences. Imagine  Times  Square  with  no  advertising.   Or  even  more  advertising.   Imagine  Disney  World  with  no  lines.   Imagine  Mom  2.0  with  50%  fewer  panels   and  100%  more  connecting  time.  
8. Tap fan passion to release definitive, fan influenced versions of beloved – and debated – properties. Is  there  less  Pacey  in  Dawson’s  Creek?  Less   Robin  in  How  I  Met  Your  Mother?    A  different  husband  for  Carrie  Bradshaw?   Do  we  create  new  content  to  put  a  cold   filtered  capstone  on  favorite  properties?  One   more  season  for  My  So-­‐Called  Life?  A  more   empowered  ending  for  Thelma  and  Louise?  
9. Tap fan passion to release definitive, fan influenced versions of beloved – and debated – properties. Is  there  less  Pacey  in  Dawson’s  Creek?  Less   Robin  in  How  I  Met  Your  Mother?    A  different  husband  for  Carrie  Bradshaw?   Do  we  create  new  content  to  put  a  cold   filtered  capstone  on  favorite  properties?  One   more  season  for  My  So-­‐Called  Life?  A  more   empowered  ending  for  Thelma  and  Louise?  
10. Cold filter America’s social life. What  if  Instagram  added  100  new  filters  to   best  emotionalize  your  favorite  pictures?   What  if  Facebook  only  served  content   from  your  friends  for  one  day?   What  if  your  favorite  celebrities  followed   and  retweeted  you  for  a  change?  
11. 20   what it could look like: potential #getfiltered media
12. locations •  Times  Square   •  Disney  World   •  Las  Vegas   food •  Dairy  category   •  Packaged  goods   •  Fast  food   personal experiences •  Social  streams   •  Family/Parenting   •  Relationships   Platform provides an opportunity to create – and curate – an array of experiences and content that imagine how the world would look cold-filtered. pop culture •  Television   •  Film   •  Music   •  Literature   •  Events  (e.g.  Super   Bowl;  Oscars)   •  Media  outlets   12  
13. 22   fairlife story telling the throughout the year.
14. 23   Launch Idea: Milk Leaves Beta. After  more  than  10,000  years  of  test   marketing,  learning  and  incremental   improvements,  milk  is  ready  to  leave   Beta  test  and  officially  launch  in  market.   Thanks  to  Fairlife,  all  the  bugs  have   been  worked  out.  We  promise  that  this   lengthy  development  cycle  is  well  worth   the  wait,  because  milk  –  real  milk  –    is   optimized,  naturally  healthy  and  ready   for  you  to  enjoy.    
15. 25   Leveraging a Pop Culture Moment. Milk: Back from the Future. Fairlife  milk  sounds  like  a  flying  car.  One  of   those  amazing  things  that  we’ll  all  have.   Someday.   One  man  got  tired  of  waiting.   In  Back  to  the  Future,  Doctor  Emmit  Brown   travelled  to  2015.  He  and  Marty  found   Hoverboards,  a  sports  almanac  and  a  little   something  called  cold  filter  technology,   which  puts  the  flux  capacitor  to  shame.   It’s  finally  time  to  tell  the  story  about  Doc   Brown  and  the  milk  of  the  future.  
16. 26   Milk: Back from the Future. How it Works: Leverage  October  15,  2015  –  the  date  Doc   and  Marty  travelled  to  in  BTTF2  –  and   create  an  ownable,  cultural  moment.   Create  ‘hidden’  content  of  Doc  Brown   arriving  at  Fairlife  Farm  in  his  DeLorean.   Create  mobile  tour  where  the    DeLorean  serves  as  a  ‘milk  truck’     to  deliver  #futuremilk.    
17. 28   ahead. looking
18. you’ve inspired us. We’re looking forward to finalizing an inspiring activation plan. 33