Gaviscon Double action TVC-development Brief 12 October 2012

Gaviscon Double action TVC-development Brief

12 October 2012 Brand Essence: Magical relief, every time New Gaviscon Brand Footprint Brand Personality: Hero of the moment: We rescue you when you call Optimistic: We know there will be a positive outcome Core Target Profile: Men and women who live their life on a leash because of heartburn. They are wary of consequences - they know that curry or glass of wine could come back to haunt them. They hold back at the party that might keep them awake all night. They feel emotionally constrained, and frustrated that they can’t enjoy their life like everyone else without the penalty of heartburn and indigestion. They want to have and feel what others do without consequences. They want to make choices out of enjoyment, not fear. Key Consumer Benefit: Confidence to enjoy the moment, without the penalty of heartburn or indigestion. Brand Purpose: We help people with heartburn and indigestion to live life with relish Brand Positioning: When heartburn and indigestion means that people live their life on a leash, wary of the consequences, they can be confident that Gaviscon will always rescue them instantly, so they can enjoy the moment unconstrained and without penalty. Brand Discriminator: Nothing else gives such instant magical relief Brand Values: Expertise: Recommended by healthcare professionals and people you trust Integrity: We deliver on the promises. True to itself Simplicity: an uncomplicated approach that always delivers

12 October 2012 Background Gaviscon Double Action has been launched in December 2012. The product has a unique mode of action combining benefits from two gastro- categories at once (antacids & enzymes): 1) Eliminates heartburn 2) Normalizes digestion HB&I market is very cluttered and most of competitors are claiming multi-benefits. There are also lots of remedies from neighboring categories and some milk products which also claim crossing benefits (look at the communication map) Antacids Enzymes GVS DA

12 October 2012 Communication map Symptoms communicated through media

12 October 2012 Success Criteria: Increase Gaviscon MS by 130 bpts. by the end of 2014 Timing: Mar’14 (to be On - Air with ready TVC + to have prepared Key visual) Budget: 8 Mln. RUR Objectives: Growth awareness from 59% up to 79% Specific focus on efficiency Target audience: Female 63%, 25-54 y.o. Income: average and higher than average Suffering from heartburn and indigestion (chronically or from time to time) they suffer also emotionally because of quality of life worsening: 1) they cannot eat whatever they want with relish and start thinking about unpleasant symptoms and consequences even before eating; 2) they feel the sense of guilty because of overeating and negligent attitude to themselves. The Challenge: Consumers think that they have already the solution of these problems: they can use other remedies or folk methods of treatment (soda, kefir etc.) and they ignore Gaviscon Double Action claim that they can get two unique benefits at once THE CATALYST FOR CHANGE: Gaviscon helps you to live with relish: you stop thinking about unpleasant consequences and enjoy the moments of eating your favorite food The one thing: Gaviscon Double Action provides magical relief from two annoying symptoms at once Feel: -Confidence that they won’t have consequences after eating; -Enjoyment of favorite food Do: To treat and take preventive measures from heartburn and indigestion

12 October 2012 Mandatories: 16 tabs pack as a hero SKU; Demonstration of two tablets intake Packshot – Pack of tablets + two tablets (2 firemen rolling out 2 tablets) 3) Two fireman to be used as brand characters (Packshot etc.) Gaviscon logo Brand personality: magical, trustful, optimistic Agency task: 1) To work out TV Copy suitable for different lengths 30”, 15” 2) Develop all elements for full i360 approach, able to leverage to all media channels (internet, in-store, TV, print etc.)

Back up

Results of 2013 Brand Equity review

‹date/time› ‹footer›Go View Header & Footer to edit this text Gaviscon Russia 2011 9 29 29 Gaviscon Russia 2013 Gaviscon BET2013 Presentation 11th March 2013 67 21 Purchased in P12M Aware Use most often 56 12 8 Gaviscon P12M usage healthy over past 2 years, but loyalty an issue

Awareness of Gaviscon is low vs. key competitors. Almagel continues to gain awareness 10 Awareness of brands overtime All aware Gaviscon Rennie Mezym Forte Almagel Gaviscon BET2013 Presentation 11th March 2013

11 Gaviscon Rennie Advertising recall of brands overtime All aware Almagel stepped up advertising activities in 2012 which explains the sudden increase in overall awareness Almagel Gaviscon BET2013 Presentation 11th March 2013

Rennie, Almagel and Mezym Forte have increased significantly in recent years, while Gaviscon use remains very low 12 Gaviscon Almagel Past 12 month use over time Brand used most often over time Rennie Mezym Forte Gaviscon Almagel Rennie Mezym Forte Gaviscon BET2013 Presentation 11th March 2013

Gaviscon Rennie Low levels of brand associations with the Gaviscon brand vs. key competitors Almagel Brand imagery (ranked by drivers) Gaviscon BET2013 Presentation 11th March 2013

14 Almagel is perceived to be efficacious and safe whereas currently Gaviscon has no distinct traits Brand perceptions – relative brand positioning against attributes All aware Gaviscon BET2013 Presentation 11th March 2013

Lack of knowledge the main barrier hindering Gaviscon trial, highlighting the need for an education campaign about the brand in Russia 15 Barriers to using Gaviscon Non users who are aware of brand Gaviscon BET2013 Presentation 11th March 2013

Gaviscon must address perceived superior efficacy driving repeat use of key competitors 16 Reasons why buying brand most often All those buying brand most often Gaviscon BET2013 Presentation 11th March 2013

Efficacy is also a key driver in the category but must be delivered with ‘feel it working’ in order to win users Drivers of usage Extent to which attributes drive most often usage Gaviscon BET2013 Presentation 11th March 2013