The Challenge:
In my first semester of grad school, the concept of a marketing plan and creative brief were reinforced with an exercise: develop a product that incorporates a nut.
Ugly Baby Identified:
Our answer to the sea of forgettable nutrition bars. Most are just clutter in a snack drawer just too much sugar, but not CRU. We spotted the superhero of nuts—the Brazil nut—chilling unnoticed while its pals got all the limelight. Our mission? Craft a nutrition bar that doesn’t just fill you up but fuels your victory lap.
The Game Plan:
Armed with market smarts and a dash of audacity, we mixed up a recipe that’s part snack, part post-workout wizardry. Picture this: Brazil nuts for your brain, sunflower seeds for muscle, blueberries for bounce-back, all wrapped in a package you can plant. Yeah, we went there. Price? Friendly. Place? Where you’d buy your athletic apparel. Promotion? Think Brazil’s finest—Ronaldinho, Gisele—your new workout buddies, inviting you on a taste adventure with every bite.
Strategic Approach:
Internet culture has popularized the phrase “Come to Brazil” as a way of poking fun at fans who wish for various artists to visit their country. We want to change the connotation of this phrase by having it symbolize an adventure you take with the “crew” every time you consume a bar.
The Brazil nut is a core ingredient, so the best from Brazil should promote the product. We envisioned a video and print campaign with names such as Paulo Coelho, Ivete Sangalo, Ronaldinho, Neymar, and Gisele to each represent the various components of the bar. These triumphant figures of Brazilian culture will be part of your “crew” (CRU).
Positioning statement:
For athletes who don’t have time to prepare a post-workout snack, CRU bars provide natural superfoods, including Brazil nuts, to keep their minds and bodies in optimal shape.
Skills Used:
- Market Research
- Strategic Thinking
- Creative Development
- Brand Storytelling
- Marketing Strategy
