Cookie Mania

CLIENT AND TASK

Limak, one of the leaders in the food industry in Russia, unites a group of enterprises producing bakery, pasta and confectionery.

MANIA is one of the company’s brands, which in 2019 was included in the Top 10 best new brands according to the Russian editorial board of Forbes. This brand produced lines of pasta and flour.

The client’s team decided to expand the brand’s product matrix and bring a new product to the market – mini-cookies with three flavors: classic and richer – orange and coconut. The product is designed for a young audience (19-40 years old, core – 25-40).

TRENDS AND ANALYTICS

Cookies “to go” are becoming a popular format on the market: they involve convenient resealable packaging and dense textures that do not wrinkle or stain hands (therefore, chocolate is not suitable, for example). Cookies from “MANIA” correspond to this trend, and can also become a tasty treat for tea.

The product with premium flavors belongs to the “medium+” price segment and is aimed at customers who consciously choose unusual combinations and formats and are ready to try something new. At the same time, this audience is ready to become loyal if the bright taste “causes addiction”.

Convenient format, “explosive” flavors and delicate texture, not inferior to chocolate or caramel, will appeal to consumers who are not ready to give up pleasure even when snacking on the go.

METAPHOR

DS1 branding developed a brand metaphor: “COOKIE MANIA” cookies are a creative flight and music inside. The energetic identity reflects this mood and makes you want to try the product. It seems to tell the customer: “There is something bright, bold and unconventional inside!” Although the focus is on the youth audience, the bright mood design will attract other age segments as well.

DESIGN AND NAMING

For each SKU DS1 developed its own “musical” character. For the orange-flavored cookies, it is a cheerful hip-hop orange which enjoys its favorite music and life. The coconut-flavored cookies found their hero — a rock musician playing the guitar solo. And the identity of the product with a classic flavor was complemented by a funny and inspired violinist.

The name of each flavor continues the general “driven” mood: “Crazy Orange”, “Mad Coconut”, “Not Boring Classic”. On the packaging, it becomes a visual accent thanks to the graphic and intentionally sloppy writing.

The claim “Caution! Addictive” emphasizes the taste characteristics and forms loyalty: when trying the product for the first time, the consumer is already set to make a purchase again.

FOOD ZONE DEVELOPMENT

One of the subtasks of DS1 branding was to demonstrate the product without introducing a transparent window. Therefore, to create an appetizing and realistic food zone, a photo shoot of the product was conducted. The cookies themselves seem to fly apart from the explosive wave of energy of the musicians.