bulle i ugnen
Post on 21-Oct-2014
1.527 views
DESCRIPTION
Hur tänkte Hilanders när de gjorde Kronjäst-annonsen "Bulle i ugnen"? Kanske så här.TRANSCRIPT
KronjästJuly 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
Functional
Rational
Abstract
Emotional
Functional
Rational
Abstract
Emotional
Our brand positioning
“The fun of making”
“The enjoyment of consuming”
Kronjäst Brand Statement
Kronjäst delivers the functional fun of usage as well as the enjoyment of end-
product consumption.
Kronjäst Benefit Hiearchy
PRODUCT FEATURES
PRODUCT BENEFIT
CONSUMER BENEFIT
EMOTIONAL BENEFIT
Great end-results
Core ingredient in baking
Fun of making
Enjoymentof pro-creation
Kronjäst Brand Concept
“Family fun”
Creative execution
Advertising tonality
Cheeky cleverness
Logic
Eating
Sex
“Bulle i ugnen”
Babies
BakingFun of making + great end-results
Fun of making + great end-results
Print idea
