NORTHERN PLANNER

In addition Rob said,"I did like her ‘diabetes’ comment. I was disappointed she reduced it to an ‘ad placement’ because there is something interesting and different in it. Whether it’s interesting or different enough to grow the brand in the way they want it is open for debate … but saying ‘a drink so good for you, even diabetics drink it for energy’ could be very interesting indeed"        

Jane and Mike

Great you boil it all down to a clear set of goals. I wanted to show me where the leap from business to marketing objectives had come from though. Clean living is interesting, but I wanted more justification ,especially for a new brand position. Really great you look at what is already working/available, this isn't done enough by very experienced people even, and the four insight buckets work really well. And purity is interesting, as is the insight about not suffereing for health. Something rub against there, a tension to play with. 

But then you're proposition loses to opportunity to play with this. Guilt free pleasure feels like a rich toy for comms to play with, I can see all sorts of shapes for creative to become, and media can really go wild with context and need states.

Rob said, "It just doesn’t push against anything. It ends up making the brand seem bland and given their product insight is basically saying ‘this is the brand that stops scaring people into feeling bad about themselves"

There was something far more interesting and pragmatic in there, just waiting to come out.n fact, a task, or statement of intent would have worked a lot better than a proposition, as single minded messaging propositions only really work for the advertising creatives (if then!), this is about a comms task for an interactive team. I thought the customer journey slide and principle of meeting them in their world was helpful, but I wasn't sure you followed the thought through. Adsmart TV for example would be efficient, but it still felt a little like 'talking at people' unless you have a bigger idea for the role of TV  -perhaps adding scale to the activation or co-creation pieces?

Pierce and Jeanie

At times I felt there was a lot of opinion, great to have a point of view, but it needed more support. 

Great you turned the business task into a human task, but then the task was a bit, "this and this' rather than a fundamental challenge to mobilise on. Now I loved the 'it's water duh!" thought but questiond if folks really are skeptical about miracle products. In the UK, Boots No 7 position is based on miracle products, "Ta Dah". 

Great you have a SIMPLE idea, but it felt a little like a TV ad proposition and 'nature is best' doesn't feel that new. 

The plan was nice and simple with clear tasks, it made a lot of sense ,but I thought your idea of 'the brand with nothing to hide was interesting' and could have sprinkled more magic dust and innovation. Also, I wasn't sure if their was any media to add sufficient scale or at least more emotive heavy lifting, perhaps a partnership with the Guardian? Brands need a wider enthusiasm and perhaps a genuine conversation around the work/.life balance thing in the 21st century hosted by the Guardian could have been interesting – I'm not saying work life balance is original, but I for one am finding that collaborating with media owners on something simple, but that matters to their readers/viewers can generate great stuff .

Rob said, "They had something in their presentation that I felt could have provided the tension to build brand distinction ["There’s heavy skepticism around miracle products …”], but instead of exploring that further, they decided to say “ … and water remains the purest beverage available” which may be true but: