REVERSIBLE BOX by Tongue for Crunchy Nut

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REVERSIBLE BOX

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market Australia
Agency Tongue
Creative Director Luke Hawkins
Art Director Trent Hendrick
Copywriter Andie Graham
Designer Elizabeth Carruthers
Released December 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: KELLOGG
Product/Service: CRUNCHY NUT
Agency: TONGUE
Executive Ideas Director: Jonathan Pease (Tongue)
Creative Director: Luke Hawkins (Tongue)
Copywriter: Andie Graham (Tongue)
Art Director: Trent Hendrick (Tongue)
Designer: Elizabeth Carruthers (Tongue)
Business Manager: Alina Hunter (Tongue)
Business Manager: Jonathan Stone (Tongue)
Strategy Director: Hugh Munro (Tongue)
Media placement: Cereal Packaging - Supermarket - 1 December 2011

Describe the brief from the client
Kellogg’s Crunchy Nut is one irresistibly tasty cereal and has a loyal following that would do nearly anything to get their hands on it. In fact, we’d already recruited 120,000 fans of Crunchy Nut Australia on Facebook who were actively ‘liking’ and commenting on posts. Kellogg wanted to do something that would both reward our Facebook fans as well as get them into stores to buy an extra box.

Describe the challenges and key objectives
Our objectives were to prove a Return on Investment with the Facebook community we built, by driving them into store. At the same time, we wanted to reward our fans with something exclusive, making them realise they’re part of a unique community of Crunchy Nutters.
The problem was the retail environment prevented us from using the obvious solutions of sales promotions or coupons. We also wanted to reward a large volume of Crunchy Nutters within the constraints of the budget, which meant keeping costs as low as possible.

Describe how you arrived at the final design
After listening to our Facebook fans’ stories of family and housemates (and even a burglar!) stealing their Crunchy Nut, our idea was to create a tool to help them keep their cereal safe.

Turning the brand idea of ‘irresistibly tasty’ on its head, we set out to design a package that looked ‘utterly resistible’. Taking cues from budget No Frills packaging, we designed ‘Breakfast Flakes’ and printed it on the inside of the Crunchy Nut box.

We published the news of the Reversible Box and the instructions on Facebook, ensuring the secret was exclusive to Crunchy Nutters.