The role of these guidelines

This document is part of a larger guideline structure that spans across different touch-points. It will help producers create consistent content based on our brand VBI. The main purpose of these guidelines is to show how to create compelling stories and their visual executions focused on products within consumer journey:

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SELECTION

Provide reasons to believe with firmer and more rational claims connected to our products and their key features and benefits.

 

PURCHASE

Provide strong incentives to buy and validate the consumers' purchase decision with even narrower rational proof points that link back to our brand story.

 

OWNERSHIP

Continue engagement and educate the consumer on the benefit of their purchase – sharing tips and tricks to improve your everyday.