Brief
A strong digital creative concept and execution that speaks to our promise of “MORE” in relation to the new Yum Yum value pack, and further spills onto TTL to help us stand out in a bold way.
Insight
The new bigger Value pack is double the introductory pack plus a little extra. So why not play up the ”Doubling up” of the yummy goodness? This speaks to More in a simple way that everyone understands.
How much bigger is the new value pack?
Double the size and then some more. (380g to 790g)
Messaging
It’s yum but is it Yum Yum good? So good you say it twice, we’ve doubled up on the goodness and then some. Introducing our new, bigger 790g pack. Try it and enjoy MORE chocolate goodness with the same yummy taste. #MoreChocDreams or #DoubleChocDreams
Product promo sticker design.
Objective: Product introduction
Platform: Twitter
Create the illusion that the new Yum Yum Chocolate Dreams jar is so big that it’s hanging out of the provided post space.
How: We fraction the artboard/post space into 80% coloured background and 20% transparent background and then position the jar over the edge of the coloured background. This could be a static image or a Gif.
The gif could start as the normal 380g and then grow into the 790g.
In-Store – Retail
Objective: sales push
Platform: in-store
We bring the ‘Double the Goodness’ thought-leader to life by rewarding and surprising our consumers in-store for purchasing the 790g Yum Yum Chocolate Dreams Peanut Butter.
In-Store – Retail
Objective: product tasting, engagement, sales push
Platform: in-store, Facebook, Instagram, Twitter, WhatsApp
Observation: Since our Yum Yum Chocolate Dreams jar is much bigger now, We have more space on the label that could be shared with our customers.
Idea: We make it known to the people that there’s more space on our jar and it’s specially reserved for their #YummyRecipes
#ChocolateDreams
Objective: Engagement, product tasting
Platform: YouTube, Twitter
Observation/insight: South African influencers & YouTubers have proven to enjoy telling stories and sharing information about good deals and products that give value. This is done by various content creators ranging from make-up, foodies, gossip and current affairs bloggers. Using our Yum Yum Double the Goodness thought-leader, we could transform these conversations into meaningful moments and seed the value in our new pack.
Capacity: Freelance Conceptual Art Director at KANAKA.
