1. CODDLE
Comfort in a pouch
Nick Partridge nickrpartridge@gmail.com

2. Insight
Gen Y has an unhealthy appetite
for nostalgia and affirmation,
furnished by Mom and Dad.

3. Idea
A tongue-in-cheek comfort milk.

4. Category
Novelty dairy.

5. Reason To Believe
Tactile, delicious,
wholesome and soothing.

6. Transformation
Satisfaction on a primal level.

7. Target segmentation
Gen Y.
On our own.
All we want is mom.

8. Formulation + Taste
Whole milk from a cow.
Microwaved 30 seconds to a
soothing 80 degrees.
Creamy and slightly sweet.
Nourishing.

9. Package
A microwave-ready pouch that
is soft to the touch.
A smooth nib valve controls the
flow of milk.
The pouch references another
nostalgic favorite, Capri Sun.

10. Aesthetic
Pink, soft and round.

11. Brand name + tagline + identity
CODDLE
Comfort in a pouch

12. Soundtrack
A beating heart.

13. Spokesman
Macaulay Culkin.

14. Viral campaign
Breast-feeding horror stories
shared on the website.

15. CODDLE
Comfort in a pouch
Nick Partridge nickrpartridge@gmail.com