STRATEGY ON A

PAGE EXAMPLES
 NESTING DOLL STRATEGY
A strategy where inside the business goal and problem, sits the consumer
goal and problem, and inside the consumer sits the insight/solution.
FILL IN THE BLANKS

BRAND NAME (business problem)

PROBLEM IS (consumer + problem)

HOWEVER (insight)

WE NEED TO (solution)

SO THAT (consumer goal)

HELPING TO (business goal)

STRATEGY ON A PAGE

BUSINESS

CONSUMER

SOLUTIONS

CONSUMER

BUSINESS
LYSOL STRATEGY
 1. LYSOL EXAMPLE

LYSOL is a category leader in a dying category of germ killing disinfectants

PROBLEM IS mothers see germ-kill as over-kill

HOWEVER for Moms protection is an instinctive act of love

WE NEED TO make the strength of Lysol protection as everyday,

as the strength of a mother’s protection

SO THAT moms feel assured they’re doing the most to protect their kids

HELPING TO increase usage of Lysol products by 20%

EARGO STRATEGY
 2. EARGO STRATEGY ON A PAGE

EARGO wants to convert the 22 million Americans who are hard of hearing but refuse to get a hearing
aid

PROBLEM IS they don’t think they have a viable option forcing them to withdraw socially

HOWEVER withdrawing socially makes you feel like you lose your identity.
Eargo technology allows you to be part of every conversation.

WE NEED TO let the hard of hearing know that Eargo

allows your personality to be part of every conversation.

SO THAT they can start being social again

HELPING TO increase the sales of Eargo amongst the hard of hearing

 3. EXTRA GUM STRATEGY

EXTRA gum sales have decreased by 20% with less human interaction

PROBLEM IS people are worried they won’t know how to socially interact

HOWEVER you won’t be socially awkward if the whole world is socially awkward

WE NEED TO show the joy that trumps the fear of first interactions and
how gum can help facilitate

SO THAT people get excited about more f2f meetings

HELPING TO increase sales by 20% for Extra Gum by 2022

 4. SNICKERS STRATEGY ON A PAGE

SNICKERS is fighting a losing battle in the chocolate bar category dominated by taste

PROBLEM IS guys are acting out with friends when hungry

HOWEVER they’re choosing their chocolate bar snack based on taste than filling

WE NEED TO show that Snickers is the most satisfying chocolate bar

SO THAT guys can be part of the pack without being hangry

HELPING TO increase sales by 2% by changing the category benefit

JBL STRATEGY
 5. JBL STRATEGY

JBL are trying to increase share in the cluttered noise

cancelling market

PROBLEM IS anxiety levels are at an all time high with

the news shouting at us

HOWEVER noise annoyance is associated with anxiety,

with headphones it’s no longer what you hear, but what you
don’t

WE NEED TO show that JBL helps you control your world

SO THAT people can find their peace with JBL

HELPING TO increase sales by 12% for noise cancelling

headphones for JBL
MILLER LITE STRATEGY
6. MILLER LITE STRATEGY

MILLER LITE and Lite Beer have been displaced as the drink of
choice for party occasion by hard seltzers

PROBLEM IS young adults feel pressure to curate a new life (on

social) that others will ‘like’, instead of doing what they like.

HOWEVER Dad’s are the unlikely fashion heroes in wearing what

you like vs. what others like

WE NEED TO celebrate the original heroes of doing what you really

like, Dads

SO THAT drinkers associate Miller’s with creating the real moments

you like with friends

HELPING TO increase Miller Lites’s market share of the lite beer

VW STRATEGY
 7. VW STRATEGY

VW - 2 doors under indexes with 45+ demographic

PROBLEM IS parents associate parenthood with a loss of

freedom

HOWEVER age brings more freedom when it comes to

parenthood

WE NEED TO show that downsizing to a VW is a sign of

freedom

SO THAT parents see that they have freedom to put their

choices first

HELPING TO increase by 2% VW 2D test drives with

parents in Q4 2021
BURGER KING STRATEGY
 8. BK STRATEGY

BURGER KING saw a 16 percent drop in traffic of high-

income millennials

PROBLEM IS millennials see fast food as fake food

HOWEVER more Burger King restaurants have burned

down than any other chain in the last 50 years

WE NEED TO remind people that Burger King flame grill

their burgers

SO THAT millennials associate Burger King with real

cooking

HELPING TO increase foot traffic from high-income

millennials
CHEETOS STRATEGY
 9. CHEETOS

CHEETOS have launched popcorn with no interest shown by the targeted Gen Z

PROBLEM IS culture has told Gen Z to optimize every minute (including snack time)

HOWEVER in an efficiency-driven, multitasking world, having Cheetos dust forces you to do nothing
but enjoy the snack.

WE NEED TO let Gen Z know that Cheetos dust is the perfect alibi for doing

nothing else

SO THAT Gen Z can feel relaxed in a life full of worry

HELPING TO increase the sales of Cheetos Popcorn by 5% by 2020

 10. HOUSE OF CARDS STRATEGY

HOUSE OF CARDS has lost their binge audience for S5

PROBLEM IS bingers are exhausted by politics, don’t want to watch as an escape

HOWEVER HOC escapes the political nightmare and gives hope with what the world will look like

WE NEED TO allow people to see an ideal future with HOC

SO THAT they tune in to escape the politics of today to live in tomorrow

HELPING TO increase ratings by 5% for the final season

OTHER STRATEGY FINISHING SCHOOL DECKS
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