Briefing Document
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BRIEFING DOCUMENT PRODUCT Client Unilever Campaign 69108 Rexona Invisible Date WC 27.03 – WC 3.04 Do not tell shoppers Product Rexona Invisible Dry Pure for women 250mL you are using Radox Rexona Invisible Dry Ice Fresh for men 250mL – please say it is a non branded Sample Stock Supplied deodorant 1 x Rexona Invisible Dry Pure for women 250mL (purchase if this has been supplied) 1 x Rexona Invisible Dry Ice Fresh for men 250mL POS 1 x Non Branded Anti Perspirant Aerosol Deodorant 250ml (purchase Radox Active Fresh 250ml if this has not been supplied – DO NOT BRING THIS OUT OF THE STORE ROOM) Out of Stock In the instance there is no selling stock, please call the office for further instruction Collateral Black Branded T-Shirt (Supplied) Own black pants Own enclosed black shoes Sample Material Booklet Clip Board (Supplied) Rexona Stencil (Supplied) Sample Material Booklet (Supplied) OBJECTIVES PER SHIFT Shopper Engagements 80 - 90 Rexona Stencil Clip Board Expenses $0 UNILEVER Rexona Uniform Guide UNIFORM PRODUCT & KEY MESSAGE T-SHIRT FRONT T-SHIRT BACK Colour: Black Colour: Black TIRED OF WHITE MARKS? TRY TIRED You may not believe in the invisible, but Rexona does. Invisible Dry deodorant is Rexona’s best ever anti-marks OF formula to fight white marks and yellow stains. Protect everything from business shirts to little black dresses with WHITE INVISIBLE MARKS? DRY Australia’s no.1 deodorant brand. Rexona, it won’t let you down. 1 23 CLEG ST ARTARMON NSW 2064 T: +61 2 9966 5252 EXTRAVERT.COM.AU CAMPAIGN OVERVIEW Introduction Extravert will be sampling on behalf of Unilever to support the trial and sale of the Rexona Invisible range in selected Coles stores Objectives: TRIAL AWARENESS REPEAT Target Millennials, female skew (18 – 35 years) where confidence is important to them. Adventurous, trendy, interested in fashion, ‘movers’ audience: Note: Actively approach all shoppers Competitive products: Nivea Black&White Dove (UL product) Lynx (UL product) Mitchum anti-white marks clinical Retailer Product Mechanic Retailer Item Codes RRP Price promo Coles Clear Pure Silver Anti Perspirant Aerosol Deodorant 250 ml SAMPLE 8949219 $7.70 Check instore Coles Rexona Invisible Ice Fresh Antiperspirant 250ml SAMPLE 2862617 $7.70 Check instore Coles Men Anti-White Anti Perspirant Aerosol Deodorant 250ml TELL & SELL 1723488 $7.70 Check instore Coles Rexona Womens Invisible Black & White Anti Perspirant Deodorant 250ml TELL & SELL 2277050 $7.70 Check instore Coles Rexona Womens Invisible Black & White Anti Perspirant Deodorant 150ml TELL & SELL 2277060 $5.50 Check instore Coles Rexona Womens Invisible Black & White Roll on Deodorant 50ml TELL & SELL 2277592 $4.39 Check instore Coles Rexona Clear Aqua Anti Perspirant Aerosol Deodorant 150ml TELL & SELL 9826258 $4.39 Check instore 2 SELLING MESSAGES Engage “Hi!! Don’t you hate the white marks regular deodorants leave on your clothes? customer: “I’ve sprayed this material with a normal antiperspirant deodorant and you can see the mark it’s left” Demonstration “Now let me show you Rexona’s Invisible range which protects against sweat and stains!” (Spray the deodorant as per sample procedure) • Antiperspirant deodorant with Rexona’s best ever anti-marks formula Key Message • Sweat and odour control up to 48 hours. • Roll on and Aerosol Closing the “Why not pick 1 up today!? Rexona, it won’t let you down” sale: 3 COLLATERAL Sample Material Rexona Clip Board Off Location Rexona Branded Non Branded sample Booklet INVISIBLE? Stencil (Supplied) (Already instore) sample stock stock (Supplied) (Supplied) (supplied) (supplied) 10 page material A4 Invisible stencil to The material booklet Please ensure you are You will use the Rexona You will use a non booklet that will be spray the Non Branded will rest on the clip roaming close to the aerosols on the branded aerosol to spray used to spray the deodorant on first page board and store the tower in store as you remaining empty pages on top the “INVISIBLE?” Rexona deodorant of the material book invisible stencil inside cannot hold any selling of the material booklet stencil to stain the front stock to show how it leaves of the material booklet no marks/stains 4 PROCEDURE 1. In the store’s staff room, place the “INVISIBLE?” stencil over the sample material booklet 2. Using the non branded deodorant, spray across the lettering of the stencil until the word “INVISIBLE?” is white (make sure it is opaque) 3. Lift the stencil to reveal the word “INVISIBLE?” Wipe the stencil to ensure non-branded aerosol residue is removed 4. Open the clipboard and place stencil inside securing it to the metal clip 5. Close the clipboard and place the material booklet on top of the clipboard. No need to secure the material booklet in the metal clip 6. While roaming, hold the clipboard and the Rexona Women’s deodorant in your left hand 7. When demonstrating, flip to the first non sprayed page with your right hand 8. In your right hand hold the Rexona Women’s deodorant and spray approx. 20cm away from the material and spray evenly across the page for approx. 1 second demonstrating the deodorant leaves no marks 9. With each new shopper, flip to a fresh page in the material booklet. This will give each material page a chance to breathe. Once you reach the end, return to the front of the book and commend spraying each page 10. Respray the “INVISIBLE?” stencil using the unbranded deodorant every 30 mins so word “INVISIBLE?” is legible 11. After 2 hours, swap the Rexona Women’s deodorant for the Rexona Men’s and to spray the Rexona Men’s for the rest of the shift (you can still spray the Men’s deodorant if you are speaking to a female shopper and guide them to the female products in the range) Please ensure you are safe when spraying the aerosols near shoppers – do not spray near the face of any shoppers and children 3 4 6 8 9 5 EQUIPMENT & UNIFORM Supplied by x 1 Clip Board Rexona Invisible Extravert x 1 Rexona invisible Stencil Uniform and POS x 1 Sample Material booklet UNILEVER Rexona Uniform Guide x 1 Branded Black T-Shirt T-SHIRT FRONT T-SHIRT BACK 1 x Rexona Invisible Dry Pure for women 250mL Colour: Black Colour: Black 1 x Rexona Invisible Dry Ice Fresh for men 250mL 1 x Non Branded Anti Perspirant Aerosol Deodorant TRY TIRED 250ml OF WHITE INVISIBLE DO NOT WEAR A HAT MARKS? DRY Standard kit T-Shirt Clip Board Allergen card 23 CLEG ST ARTARMON NSW 2064 T: +61 2 9966 5252 EXTRAVERT.COM.AU items Report Form Contractor safety card Work Method Statement Briefing Document Sample Material Booklet Rexona Stencil 6 REPORTING QUESTIONS Were the majority of consumers aware of the Rexona Invisible range prior to sampling? Yes No What was the consumers response to the Fragrance? Favourable Unfavourable What was the consumers response to the packaging? Eye Catching Like the bottle shape Looks like a competitors Does not like Did consumers perceive the product to be good value for money at full price? Yes No What did consumers like most about the product? No white marks No stains Sweat and odour control up to 48 hours Fragrance Price Of the shoppers who sampled but did not purchase, what was the reason given for not purchasing? Did not like the fragrance Loyal to competitor brand Cost – too expensive Already a Rexona invisible user and have the product at home Not on the shopping list 7 REPORTING QUESTIONS Was the Rexona range on price promo during your shift? Yes No Were there any competitor products on price promo during your shift? Yes No Was there an Off location display set up in store? Yes No 8 REPORTING CAMPAIGN NAME: ______________________ START FINISH TOTAL CUSTOMER RAN OUT OF STOCK IN DATE STORE NAME DISPOSABLES USED TIME TIME HOURS COUNT WHICH HOUR? TOTAL EXPENSES USE BY PRODUCT VARIANT SIZE OPEN CLOSE SOLD DATE FOOD SAFETY CHECK YES NO 1. Was the allocated demonstration area clean and tidy? 2. Was all equipment used cleaned as per the relevant procedure? 3. Have you read and conducted the demonstration in accordance with the applicable briefing document? 4. Were sample food products covered when not required? 5 Were all foods used for sampling packed in factory sealed packaging? 9 CAMPAIGN Job Number: 69108 Rexona STAPLE RECEIPTS TO THE BACK OF THIS FORM AND Campaign Timing: WC 27.03 – WC 3.04 SEND IT TO YOUR STATE OFFICE 1 WEEK FROM Your Full Name: YOUR SHIFT Employee Number: Equipment to be Uniform returned: Date: Store Name: Expenses: Shift Department Manager’s Name Campaign Name: eg. WW Carindale Time (Print) $ Campaign Name: $ Campaign Name: $ Campaign Name: $ Campaign Name: $ Campaign Name: $ Campaign Name: TOTAL= $ Campaign Name: 10 APPENDIX – PRODUCT RANGE Rexona Crystal Clear Men Anti- Rexona Womens Rexona Womens Rexona Clear Pure Silver White Anti Invisible Black & Rexona Womens Invisible Ice Invisible Black Aqua Anti Anti Perspirant Perspirant White Anti Invisible Black & Fresh & White Anti Perspirant Aerosol Aerosol Perspirant White Roll on Antiperspirant Perspirant Aerosol Deodorant Deodorant Deodorant Deodorant 50ml 250ml Deodorant Deodorant 150ml 250ml 250ml 150ml 250ml 11 .