Evaluating Creative for a Sweet Treat Snack Brand

Challenge

Exploring sweet treat snackers’ reactions to creative ideas to create breakthrough advertising that really hits the spot.

Our client, an iconic sweet treat snack brand, came to us wanting to understand which of their potential creative ideas would work best moving forward. They sought to understand which platform best brings their strategic intent to life, and then evaluate audience interest based off key metrics.

Approach

We started by finding the right sweet snacking recruit that would be anything but cookie-cutter. We conducted focus groups with a variety of parents and singles across different ages, as well those who shop specifically at convenience stores, and look for their snacks on the go. We explored two potential platforms, testing a variety of creative ideas and evaluating them based off key metrics like relevance, uniqueness, tonality, brand, fit, and credibility. The icing on the snack-cake was ultimately understanding how these creative ideas impacted people’s perceptions of the brand.

Outcome

Armed with the insights from field, we then collaborated closely with our client to help them develop a final report that clearly outlined a way forward, and provided the detailed guardrails and guidelines needed for future creative development.