Gaviscon Double action TVC-development Brief New Gaviscon

Gaviscon Double action TVC-development Brief

New Gaviscon Brand Footprint Brand Purpose: We help people with heartburn and indigestion to live life with relish Brand Essence: Magical relief, every time 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. 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. Brand Personality: Hero of the moment: We rescue you when you call Optimistic: We know there will be a positive outcome 12 October 2012 Key Consumer Benefit: Confidence to enjoy the moment, without the penalty of heartburn or indigestion. 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

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 GVS DA Antacids Enzymes HB&I market is very cluttered and most of competitors are claiming multi-benefits. There also lots of remedies from neighboring categories and some milk products which also claim crossing benefits (look at the communication map) 12 October 2012

Communication map Symptoms communicated through media 12 October 2012

Objectives: -Growth awareness from 59% up to 79% -Specific focus on efficiency 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 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 12 October 2012 Do: To treat and take preventive measures from heartburn and indigestion

Mandatories: 1) 16 tabs pack as a hero SKU; 2) Demonstration of two tablets intake 3) Packshot – Pack of tablets + two tablets (2 firemen rolling out 2 tablets) 3) Two fireman to be used as brand characters (Packshot etc. ) 4) 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 i 360 approach, able to leverage to all media channels (internet, in-store, TV, print etc. ) 12 October 2012

Back up

Results of 2013 Brand Equity review

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

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

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

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

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

Almagel is perceived to be efficacious and safe whereas currently Gaviscon has no distinct traits Brand perceptions – relative brand positioning against attributes All aware 1. 2 1. 0 Understands how I feel Dimension 2 (20. 7% variance explained) 0. 8 -1. 5 0. 6 Gastal Provides instant relief Maalox 0. 4 0. 2 Is easy to use Rescues me from heartburn 0. 0 -1. 0 -0. 5 0. 0 0. 5 More effective Allows me to feel normal Relieves symptoms so don’t miss out relief Long lasting 1. 0 1. 5 Pleasant to take Gaviscon -0. 2 Rennie Is safe -0. 4 Made from natural ingredients Almagel -0. 6 Feel it working -0. 8 I trust it to work every time -1. 0 Gaviscon BET 2013 Presentation 11 th March 2013 Dimension 1 (53. 3% variance explained) 14

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

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