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Bulle i ugnen

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Hur tänkte Hilanders när de gjorde Kronjäst-annonsen "Bulle i ugnen"? Kanske så här.

Hur tänkte Hilanders när de gjorde Kronjäst-annonsen "Bulle i ugnen"? Kanske så här.

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    Bulle i ugnen Bulle i ugnen Presentation Transcript

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