"A real treat needs to be special, indulgent and more exciting than the conventional."
Lucky Layers was inspired by the childhood game “pass the parcel”, which makes kids’ hearts leap for joy as they discover hidden surprises between layers of wrapping paper.
Lucky Layers picks up a similar sense of anticipation, allowing consumers to eat their way through layers of chocolate and discover delicious fillings with different textures. These can then be mixed and matched to curate individual bites. Similarly, the product can be eaten in different ways to suit the preferences of a wide audience.
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CADBURY
LUCKY LAYERS
...
How can Cadbury leverage current and emerging consumer trends to create new products and experiences for consumers in the near future?
Lucky Layers is my response to this brief set by the British chocolate manufacturer Cadbury and London's leading Innovation Strategy firm Bow & Arrow.
WINNER OF THE BOW&ARROW STUDENT INNOVATION AWARD 2017
JOY
"FREE THE JOY"
#SHARETHEJOY
"FOR LIFE'S UPBEAT OCCASIONS"
FAMILIARITY
HIGH BRAND AWARENESS
THE BRITISH CHOCOLATE BRAND
NOSTALGIC
QUIRKY
FUNNY, QUIRKY ADVERTISEMENTS
DISCO, RETRO
FUNKY
MILK
USP
"A GLASS AND A HALF OF
FRESH MILK IN EVERY HALF POUND
PROCESS
CADBURY BRAND
COMPETITOR OVERVIEW
CONSUMER TRENDS
”THE RISE OF THE EXPERIENCE ECONOMY IS CURRENTLY ONE OF THE MOST IMPORTANT GLOBAL TRENDS IN MARKETING”
- Campaign
MEGATREND NOSTALGIA:
FMCG BRANDS CAN REJUVENATE THE PAST TO APPEAL TO CURIOUS AND SENTIMENTAL CONSUMERS.
- TrendSight Analysis
“CONSUMERS CONSTANTLY SEEK
OUT NEW SENSORY EXPERIENCES TO SATISFY THEIR INDULGENT APPETITE FOR AMAZEMENT.”
- Mintel
”PERSONALISATION ALLOWS FOR CUSTOMERS TO ENGAGE MORE MEANINGFULLY WITH THEIR BRAND"
- Alan Giles, University of Oxford
A TREAT IS...
"INDULGENCE"
"A LITTLE LUXURY"
CONSUMER INSIGHTS
A TREAT IS...
"SOMETHING
UNCONVENTIONAL"
A TREAT IS...
"SOMETHING I THINK
I DESERVE"
A TREAT IS...
"SOMETHING THAT I
DON'T USUALLY HAVE"
IDEATION
DEVELOPMENT / POSITIONING
