FOOD FOR THOUGHT by DDB Mudra Group Mumbai for Future Brands

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FOOD FOR THOUGHT

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Art Director Preeti Verma
Copywriter Karunasagar Sridharan
Photographer Nirav Mehta
Released March 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: FUTURE BRANDS
Product/Service: TASTY TREAT CORN FLAKES
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Mar 7 2011
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: KB Vinod (Mudra Communications)
Copywriter: Karunasagar Sridharan (Mudra Communications)
Art Director: Preeti Verma (Mudra Communications)
Senior Vice President: Sanjay Pandey (Mudra Communications)
Production manager: Ashish Vaze (Mudra Communications)
Photographer: Nirav Mehta
Freelancer: Satish Sethumadhavan
Media placement: Promotional Packaging - All Big Bazaar Outlets In Mumbai - 7th March 2011
Media placement: Promotional Packaging - Big Bazaar Outlets In 16 Cities - 10th March 2011 Onwards

Describe the brief from the client
Tasty Treat Corn Flakes contain ‘Brainboosters’, a combination of iron, folic acid, vitamins (B6,B12,C) and antioxidants that improve brain function in growing children. Our task was to effectively promote the nutritional benefits of the product in retail environments.

Describe the challenges and key objectives
Instead of investing in expensive retail displays in hundreds of supermarkets, we converted shelves of all shapes and sizes into interactive games. For free.

Describe how you arrived at the final design
We wrapped the boxes in 13 different four-sided sleeves, with unique letters on either side. When stacked together in any random order, they formed word puzzles waiting to be solved. Children at the outlets could form words out of the available letters by rearranging the boxes. Every time a box was picked up, a new puzzle was formed.

By merely adding to the packaging, we offered shoppers what the product had to offer – mental stimulation.

Give some indication of how successful the outcome was in the market
The promotional packaging was implemented in retail outlets in 17 cities across India. We launched the packaging with a promotional activity wherein participants could win prizes every day by emailing pictures of the words they formed. In the course of the 14 day promo, over 5800 emails were received. Even after the promotion ended, the interactive shelf continued to be a talking point, attracting small crowds throughout the day.