The task – explore consumer perceptions around a soft fruit candy, test product prototypes and develop communication ideas. In a nutshell – what kids thought about the humble Mr. Bean :)
What illume did…
We called a bunch of kids and gave them a
lot of candies (all without its original packaging to eliminate any bias) and
asked them to have fun with it. And fun they had…they played with it like
marbles, tossed them around, made jelly bean alphabets and of course smelt,
tasted, touched, poked, and tore them into two to explore its innards. At the end we gave them a plateful of
assorted candy and empty paper cups and asked them to grab as many as they like
to capture interest to purchase.
At the end of our research we
concluded - it has to be differentiated from other strawberry candies – which
were plentiful – strawberry being the favorite amongst kids. The product
though looked very plain on the outside ensconced a pleasant surprise
for kids on the inside – with multiple layers and oozing jelly. This was the
product highlight
illume recommended
- To
give the shape a name
- Create a brand name that capitalizes the surprise – kids love surprises (who doesn’t) and the product naturally lent itself to one – no one could guess it packed three flavors and oozing jelly inside.
- Kids loved calling it names – to describe how it tasted. We recommended – that the brand create an ownable descriptor - by running a contest to get kids to come up with the most unusual but apt descriptor for its texture – juicy, glossy, messy, fruity, gooey etc.
- Capitalize on the playability – create an eating ritual around it, cute playful pack shapes to reinforce the fun element and communication imagery that featured the world of jelly beans or BTL promotions with kids creating jelly bean art were some of the other suggestions.
No comments:
Post a Comment