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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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Transcript

  • 1. Kronjäst July 2008
  • 2. Business objective.
  • 3. Sell it + build the brand.
  • 4. Insights
  • 5. Category insight
  • 6. People love pastries!
  • 7. They like to enjoy them...
  • 8. … as well as making them.
  • 9. Consumer insight
  • 10. People love babies!
  • 11. They enjoy showing and watching them...
  • 12. … as well as making them.
  • 13. Kronjäst Brand Positioning
  • 14. Functional Rational Abstract Emotional
  • 15. Functional Rational Abstract Emotional Our brand positioning “The fun of making” “The enjoyment of consuming”
  • 16. Kronjäst Brand Statement
  • 17. Kronjäst delivers the functional fun of usage as well as the enjoyment of end- product consumption.
  • 18. Kronjäst Benefit Hiearchy
  • 19. PRODUCT FEATURES PRODUCT BENEFIT CONSUMER BENEFIT EMOTIONAL BENEFIT Great end-results Core ingredient in baking Fun of making Enjoyment of pro-creation
  • 20. Kronjäst Brand Concept
  • 21. “Family fun”
  • 22. Creative execution
  • 23. Advertising tonality
  • 24. Cheeky cleverness
  • 25. Logic
  • 26. Eating Sex “Bulle i ugnen” Babies Baking Fun of making + great end-results Fun of making + great end-results
  • 27. Print idea