Jen Beugen
Not about chips but about idea
havas media group
Let's create an idea for Crunchips?
Problems, benefits, ideas.
Сompetitors
Funny-frisch talks about football.

Actually a lot of chips brands communicate through the big sport.


Also they use creative ads.

Actually i don't see the connection in their creative ads.
Lays.

Communicate through sport, fun and seasonal extra benefits.

Chios chips
are about
creative
without
strategy
In conclusion: competitors talk through 1) football 2) fun, party 3) creative w/ strategy
PROBLEM
The business category has aggressive communication
Through football theme
Everyone is doing the same.
In talking about party
Everyone is doing the same.

Through creative without sense
Everyone is trying to do the same.
EMPTY FIELDS / IDEAS
Themes "party" and "big sport" are oversaturated.
But there're some empty fields where brands don't talk.
Adventures
Adventures in classical meaning. (Journey, trips)
Adventures in urban meaning (night adventure through the city)
Adventures is your life
Adventures is a part of everyday problems.
It is goals, dreams and struggles.

No brand who talks in this category.
Authenticity
Small business has already creating authenticity products, advertising and identity.

I do not see this in the games of big brands. Maybe they should start?
Multinationality
A brand could be a part of something meaningful as a fight against racism.
Nationality
A brand could be a national brand.
With a national anthem.
With a national identity.
With communication through national insights.
ADVENTURE
Let's talk about why.

Why do CRUNCHIPS exists?
Honestly? To feed people.

But let's be a bit more helpful.
So why do we exist?
BECAUSE WE WANT TO FILL OUR LIFES
WITH ADVENTURES
IN THE CITIES OF GERMANY
Adventure its about journey through the country.

Crunchips is your addition to the trip.


Adventure its about mountains.

Crunchips is your addition to the trip.


IT IS ALSO ABOUT URBAN ADVENTURES:

SKATE
BIKE
SOCKS
YO-YO
MUSIC PARTIES
NIGHT WALKS THROUGH THE CITY
idea monopolisation
Sponsorship with Vloggers.

This time we will sponsor bloggers who make videos about adventures.

Why?

Because our strategy is adventures.


Involve brand into skate community

Become a sponsor of skate festivals and other urban kinds of sport.
NOT A SOCCER.

Create first chips ramp

It might be have a virus effect through social media

Why?

Because no one ever did it before.

Authenticity
THE PROBLEM IS — COMPETITORS LOOK THE SAME
LIKE ONE BIG BRAND
SECOND PROBLEM — THEY LOOK NOT TASTY. THEY LOOK ACID.
Small companies are starting to be authentic
Because it looks natural
So maybe it's a reason to look tasty, natural and talk about authenticity?
We can show a process of growing potatoes and create our authentic characters

It might dispose consumer to the brand

Poster translation: "we know Jim who knows that bread needs oak firewood"



"We know Taras who knows every goat by the name"
TOTAL
WE WILL INSPIRE
WE WILL LOOK DIFFERENT
WE WILL FIND OUR OWN WAY
THANK YOU!
Made on
Tilda