BRIEFING DOCUMENT PRODUCT Client Campaign Unilever 69108 Rexona Invisible POS Date WC 27.03 WC 3.04 Product Sample Stock Out of Stock Rexona Invisible Dry Pure for women 250mL Rexona Invisible Dry Ice Fresh for men 250mL 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 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) In the instance there is no selling stock, please call the office for further instruction Do not tell shoppers you are using Radox please say it is a non branded Sample Material Booklet Collateral Black Branded T-Shirt (Supplied) Own black pants Own enclosed black shoes Clip Board (Supplied) Rexona Stencil (Supplied) Sample Material Booklet (Supplied) OBJECTIVES PER SHIFT Clip Board Rexona Stencil Shopper Engagements 80-90 Expenses $0 UNILEVER Rexona Uniform Guide T-SHIRT FRONT Colour: Black UNIFORM T-SHIRT BACK Colour: Black PRODUCT & KEY MESSAGE TIRED OF WHITE MARKS? TIRED OF WHITE MARKS? TRY INVISIBLE DRY You may not believe in the invisible, but Rexona does. Invisible Dry deodorant is Rexona s best ever anti-marks formula to fight white marks and yellow stains. Protect everything from business shirts to little black dresses with Australia s no.1 deodorant brand. 23 CLEG ST ARTARMON NSW 2064 T: +61 2 9966 5252 EXTRAVERT.COM.AU Rexona, it won t let you down. 1
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 audience: Millennials, female skew (18 35 years) where confidence is important to them. Adventurous, trendy, interested in fashion, movers 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 customer: Hi!! Don t you hate the white marks regular deodorants leave on your clothes? 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) Key Message Antiperspirant deodorant with Rexona s best ever anti-marks formula Sweat and odour control up to 48 hours. Roll on and Aerosol Closing the sale: Why not pick 1 up today!? Rexona, it won t let you down 3
COLLATERAL Sample Material Booklet (Supplied) Rexona INVISIBLE? Stencil (Supplied) Clip Board (Supplied) Off Location (Already instore) Rexona Branded sample stock (supplied) Non Branded sample stock (supplied) 10 page material booklet that will be used to spray the Rexona deodorant A4 Invisible stencil to spray the Non Branded deodorant on first page of the material book The material booklet will rest on the clip board and store the invisible stencil inside Please ensure you are roaming close to the tower in store as you cannot hold any selling stock You will use the Rexona aerosols on the remaining empty pages of the material booklet to show how it leaves no marks/stains You will use a non branded aerosol to spray on top the INVISIBLE? stencil to stain the front of the material booklet 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 Extravert x 1 Clip Board x 1 Rexona invisible Stencil x 1 Sample Material booklet x 1 Branded Black T-Shirt 1 x Rexona Invisible Dry Pure for women 250mL 1 x Rexona Invisible Dry Ice Fresh for men 250mL 1 x Non Branded Anti Perspirant Aerosol Deodorant 250ml DO NOT WEAR A HAT UNILEVER Rexona Uniform Guide T-SHIRT FRONT Colour: Black TIRED OF WHITE MARKS? Rexona Invisible Uniform and POS T-SHIRT BACK Colour: Black TRY INVISIBLE DRY Standard kit items Allergen card Report Form Contractor safety card Work Method Statement Briefing Document T-Shirt Clip Board 23 CLEG ST ARTARMON NSW 2064 T: +61 2 9966 5252 EXTRAVERT.COM.AU 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: DATE STORE NAME START TIME FINISH TIME TOTAL HOURS CUSTOMER COUNT DISPOSABLES USED RAN OUT OF STOCK IN WHICH HOUR? TOTAL EXPENSES PRODUCT VARIANT SIZE USE BY DATE OPEN CLOSE SOLD 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 Campaign Timing: WC 27.03 WC 3.04 Your Full Name: STAPLE RECEIPTS TO THE BACK OF THIS FORM AND SEND IT TO YOUR STATE OFFICE 1 WEEK FROM YOUR SHIFT Employee Number: Equipment to be returned: Uniform Date: Store Name: eg. WW Carindale Expenses: Shift Time Department Manager s Name (Print) Campaign Name: TOTAL= 10
APPENDIX PRODUCT RANGE Crystal Clear Pure Silver Anti Perspirant Aerosol Deodorant 250ml Men Anti- White Anti Perspirant Aerosol Deodorant 250ml Rexona Invisible Ice Fresh Antiperspirant 250ml Rexona Womens Invisible Black & White Anti Perspirant Deodorant 250ml Rexona Womens Invisible Black & White Anti Perspirant Deodorant 150ml Rexona Womens Invisible Black & White Roll on Deodorant 50ml Rexona Clear Aqua Anti Perspirant Aerosol Deodorant 150ml 11