- Market Gap Analysis & Positioning
- Naming
- Brand Identity
- Packaging
Although Arnott's had many successful brands in the Australian market, it seemed that that there was room for one more to challenge a category leader.
A gap in the market
We were engaged to help find the 'White Space'. By utilising the knowledge of our global offices we undertook category audits in chips and snacking, and also reviewed trends in food and cooking. We found that consumers had become more food literate and demanded higher quality products, and that consequently packaged food cues had to talk more about taste. Based on these findings we set about delivering a 'chip brand' that delivered to these consumer needs, and specifically talked about 'taste'.
Creating the brand identity
After researching product formats and flavour profiles, and undergoing a naming process, 'Tasty Jacks' was born. The identity was developed to cross between the existing visual language of chips - bright colours, bold typography - and the language of good food.
Great NPD, but what about the numbers?
The brand launched successfully in 2005 to the tune of AU$60m in sales in the first 12 months.
