Bulle i ugnen

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

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Bulle i ugnen

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

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