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PROCESS

"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.

...MORE
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
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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"

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IDEATION
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DEVELOPMENT / POSITIONING
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