Case Study for Agency
03-1014801-224

Corona Beer

It's not the beer. It's the bar scene where you consume the beer. It's
all about the attitude and the difference of the person drinking. The
person drinking Corona versus the person drinking a Bud. That's why
Corona passed Heineken as the 1 import.

We supported that not only with commercials that convey the Corona
attitude, but creative use of media: the big beers sponsor football,
but Corona sponsors the time-outs.

Master Lock

Locks are low interest items viewed as essentially identical. As long
as they click shut, they work. So when Master Lock lost its lamination
patent, inexpensive knock-offs and off-shore brands rushed in. Master
Lock rapidly lost share and distribution.

Our analysis of their market situation revealed two significant
insights. First, category interest was too low for the consumer to be
motivated by any "proof of performance" story. Second, and by far the
most important, the trade rarely carried more than two brands of locks,
with nearly 50% carrying only one. A win among the trade would regain a
significant share of the market.

But we had to prove that Master Lock deserved shelf space. We started
with consumer recognition: media that would prove consumers were
looking for Master Lock. We recommended nearly 80% of the budget be in
television. One spot. The Super Bowl. The first quarter.

Next, the strategic insight; instead of product attributes, zero in on
the psychological issues behind locks - a low-level need for security
against minor violence - break-ins. If that perception could be
heightened and the indifference to lock brands questioned, preference
would be enhanced. The result is spots with unsettling music, visually
palpable fear, and the ultimate product demo - the bullet shot through
the lock.

The remaining budget is devoted to extensive merchandising and public
relations: displays, on-packs, press reminders, all with bullet-riddled
lock visuals.

The result is that, in a parity category, Master Lock has a 98% brand
awareness, 54% market share, and commands a premium of 100% to 200%
over other locks.