Case study

#5 Smart Cookie

Challenge

Just three weeks before an important new chocolate chip cookie variant was due to launch in UK supermarkets, Maryland’s marketing team struggled to find a way to talk about it to their creative agency, as they worried that if wrongly handled, sales of the nation’s favourite cookie brand could be compromised.

Solution

Having first immersed ourselves in the cookie landscape, we then brought the team involved in the project together for an interactive workshop covering:

1.     How the new variant fitted into the brand (Brand Architecture)

2.     Who we should be talking to (Targeting)

3.     What to say about the new cookie variant (Proposition)

4.     Outline the launch plan (Implementation)

On the day, we used specialist co-creation tools, fun projective techniques, lots of flip-chart pages and brainstorming. We carefully guided the team on tweaking the positioning, so the new variant would fit comfortably with the Maryland brand.

Together, we buttoned-down targeting and the launch proposition. Everyone stayed on-point throughout the brainstorm which generated exciting launch ideas.

Result

The agency was successfully briefed straight after and everything launched on time. Early Nielsen supermarket data indicates the new variant is doing well and sales of the core cookie range hold firm.