Perfect Snacks Cups Creative Campaign
Start Up: Perfect Snacks
Creative Direction, campaign strategy and design, website design, content creation: Jennifer White, Creative Director
Packaging Label: Megan Stanger, Senior Designer
Once Marketing and NPD provide a creative brief for a new product, in this case launching the delicious Perfect Snacks Refrigerated Peanut Butter Cups, I will create a branding guide for the team to use as their "North Star" when creating marketing, advertising and content to ensure we are looking consistent across all platforms and telling the same compelling story prior to launch. To be consistent and recognizable is life or death for a new product or brand, especially when you are a start up vs. the giants such as Coca Cola, Hershey's, Reeses etc. Here you will see some examples of my creative exploration prior to settling on the chosen direction: Crave Perfection.
Crave Perfection is the combination between a call to action specific to delicious taste "Crave" and "Perfection" nodding to our brand name for recognition but also the perfect combination of chocolate and peanut butter. Selling food is actually really simple, and it's amazing how many agencies or brands get it wrong by getting caught up in marketing fluff when your one and only job should be: to make your food product look and sound delicious. Yes, you need to stand out, be memorable, create in your brand's "vibe" but if you are not making your audience's mouth water, you are doing it wrong.
Surprise & Delight
These concepts below were not approved, but they were assets I created to show how we could keep our brand fresh and stand out from the crowd with something a little more eye catching and modern. I loved them, but will be filing these under creative ideas that never saw the light of day but something I enjoyed creating.