JUSTIN’S
PEANUT
BUTTER CUPS
CREATIVE BRIEF I BRAND STRATEGY I RESEARCH
LIVE CLIENT I ARTS AND LETTERS
QUICK BRIEF:
HELPING
RE-POSITION A HEALTHY ALTERNATIVE TO A CLASSIC CANDY
THE LANDSCAPE:
The market for candy is already extremely saturated with “good for you” alternatives becoming a fast-growing sector of the industry.
THE CHALLENGE:
How can Justin’s Peanut Butter Cups stand out as a healthy alternative to candy?
THE PROBLEM:
Because of the negative word associations with candy in general, the idea of a “good for you” candy is, by definition, an oxymoron. Therefore, candy is a bad word.
WHAT I DID:
Quantitive Research
Qualitative Research
Strategic Development
Deck Flow + Presentation
Brief Design
RESEARCH TYPE:
Survey
Interviews
Focus Group
Secondary Research
PRODUCT EVALUATION:
100% Organic
Gluten Free
Rainforest Alliance Certified
Locally Sourced
KEY FINDINGS:
4%
Of consumers actively seek healthy alternatives when buying candy
[Mintel Report]
< 50%
Of adults actively seek out new candy. Instead, the majority report finding their favorite candy as children and sticking with it throughout life.
[Mintel Report]
SWEET
SUGAR
UNHEALTHY
Are the most common words people associate to candy
[Primary Research - Survey]
CANDY = KIDS
“Because of the typical category conventions that are almost always associated to most candy, candy is always targeted towards children”
[Website]
THE INSIGHT:
EVERYONE WANTS TO FEEL LIKE A KID, BUT NO ONE WANTS TO BE TREATED LIKE ONE
TARGET AUDIENCE:
30-45 year olds who feel they’ve outgrown the traditional candy category but are still looking to treat themselves.
THE OBJECTIVE:
Break the negative association that Justin’s Peanut Butter Cups have with candy.
THE STRATEGY:
Candy is for kids, treats are for adults. Position Justin’s milk chocolate peanut butter cup as the gateway treat into the adult world.
