Ferns Chocn'Fruit Bar

Student Skillshare Challenge from The Creative Process of Brand Building: Connecting Consumers & Companies through Stories

by Stanley Hainsworth Founder of Tether

Project Description

Choose a candy that could use some help with branding! Rebrand it by telling a new story for a teenage audience (ages 13-18).

Below is a Healthy Fruit snack that needs to be more appealing to 13-18 year-olds, not their parents.

 

Kettle Valley Fruit Snack

·       7-ounce bar

·        An apple in every bar

·        All-natural, high-fiber, no sugar added

·        Easy to chew, soft texture (not leathery)

 

 

 

 

 

 

 

 

 

 

 

 

 

BRAND STORY

AUDIENCE

Who are the consumers?

13 to 18 year-old males and females

What are their preferences for sweet treats?

According to the data on the right, as kids get older they prefer to eat chocolate rather than sweet candy such as Skittles. Most often kids buy their candy at a grocery store, or a gas station/ corner store.

Brand Mission

·        Sweet treats that contain natural fruit sugar. This would help with typical teen problems with acne which is aggravated by too much artificial sugar.

·        Chewable like gum, but lasting longer in flavour. It can be swallowed and doesn’t need to be disposed of in a bin.

Brand Vision

·        A sweet treat that will be healthier to eat than leading competitors of sweet treats.

·        an alternative to chewing gum

Brand Promise

·        a delicious but fun experience of eating fruit bars

·        the product includes links to an app on smart/ iPhone

·        a tastier alternative to the typical nuts, fudge and chocolate treats out there

·        tangy flavours which appeal more to older age groups

Competitors

·        chewing gum products such as: Professional; Juicy Fruit; Trident and Stride

·        chocolate bar products such as Snickers; Mars and Twix

·        health snack products made by e.g. Kettle Valley, Brothers and Tootsie Roll

Brand Differentiation

·        Ferns will be chewable like gum, last longer in flavour, yet will dissolve like any other fruit chew

·        Ferns will be made with fruit sugars rather than artificial sugars therefore cause less tooth decay and skin problems.

·        Chocolate is one flavour that older teens really prefer. Ferns have a coating of dark chocolate with only a small amount of artificial sweeteners added.

·        It won’t give you the sticky, fudgy-nut chewing experience- which sticks to your gums and teeth.

·        It will offer a tangy sweet and sour taste

 

 

Brand Characteristics

INTRIGUING

You will always find something like a joke or a puzzle or a riddle on the inside cover of the fern wrapper. That will create a sense of intrigue. Furthermore, when the game is downloaded onto your iPhone, you can play a game where you do not know the outcome before you start the game. The game would be similar to the game called ‘Minecraft’, which is very popular among the age range 13-18 years. The Fern game will have the same type of format for the gamer, i.e. having to overcome obstacles in the form of riddles; puzzles and collecting points.

SENSE OF ADVENTURE

The consumer would imagine he/she is one of the Tastebuds starting out on an adventure into the unknown. The main theme is about exploration. The app includes a game, puzzles and links to fun facts about the natural world. For example, there could be a quiz about where mango trees grow.

COMFORTING

The chewy sweetness gives you a reward from a hard day at school while on your way back home on the train, school bus

FRIENDLY

The fruit bar consists of sections of ‘fern’ shaped fruit chews covered with chocolate. These sections can be easily broken off  when you want to share with friends.

ABSORBING

The tanginess in the taste grabs would grab the consumer’s attention. Meanwhile, the game would also absorb your attention as you take the boring trip back home.

LOVABLE

The characters associated with the product ‘The Tastebuds’ are cute and kind to each other while on their quest to find various treasures. There are also enemies to contend with too- for added interest.

 

Brand guard rails

Who we are

·        lovable; adventurous; comforting; absorbing; intriguing and friendly

·        with a sense of responsibilty towards the community and the natural environment. Wrappers are bio-degradable, fruit is fair-traded, the info on the apps is primarly educational and approved by parents.

·        The fun is in the action of playing the games and puzzles.

·        our style is ‘cool’ but not anti-social.

·        informative about the world around us- primarily from an eco-environmental point of view

Who we are not

careless about the wider community

negative

academic

dry factoids

boring imagery

 

 

Naming the brand

 

The product’s name is ‘Ferns’ because

·        it points to a Nature theme.

·        Ferns is easy to say and remember.

·        the leaf shape is distinctive and is an easy shape to hold and eat when in the form of a chocolate-covered fruit chew

Visual Execution

 

·        the context of a chocolate covered fruit bar

·        an online game for i-phone/smart phone users

·        use of wrapper for another short puzzle in print- like a Christmas cracker

Styles:

 

·        retro similar to 1960s old comics where there was a puzzle or two

·        similar to ‘Minecraft’, rounded square shapes, also a bit like Lego shapes

Proof of Purchase

 

·        point of purchase packaging

·        online mini-game

·        online advertisement

Elements around the brand

Outside the store:

·        hearing about it from friends

·        seeing the ad online while on an iphone/smartphone

·        links to the game from the ad

Inside the store:

·        point of sale packages were self-containedstories telling the consumer an adventure story and asking a question

·        hanging from the store ceiling, 3-d card constructions of some of the monsters/ landscape items that the consumer would come across in the 2-d game

·        collect ten wrappers and a free gift is awarded to the consumer.  Items could be a fluffy Tastebud key ring decoration; a Tastebud eraser; a Tastebud pen.