Bulle i ugnen

Kronjäst July 2008

Business objective.

Sell it + build the brand.

Insights

Category insight

People love pastries!

They like to enjoy them...

… as well as making them.

Consumer insight

People love babies!

They enjoy showing and watching them...

… as well as making them.

Kronjäst Brand Positioning

Emotional Abstract Functional Rational

Emotional “The enjoyment of consuming” Our brand positioning “The fun of making” Abstract Functional Rational

Kronjäst Brand Statement

Kronjäst delivers the functional fun of usage as well as the enjoyment of end- product consumption.

Kronjäst Benefit Hiearchy

EMOTIONAL BENEFIT Enjoyment of pro-creation CONSUMER BENEFIT Fun of making PRODUCT BENEFIT Great end-results PRODUCT FEATURES Core ingredient in baking

Kronjäst Brand Concept

“Family fun”

Creative execution

Advertising tonality

Cheeky cleverness

Sex Fun of making + great end-results Babies “Bulle i ugnen” Fun of making + great end-results Eating Baking

Print idea

Bulle i ugnen

by The Planning Lab

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Bulle i ugnen Presentation Transcript