Download - Bulle i ugnen
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KronjästJuly 2008
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Business objective.
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Sell it + build the brand.
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Insights
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Category insight
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People love pastries!
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They like to enjoy them...
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… as well as making them.
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Consumer insight
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People love babies!
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They enjoy showing and watching them...
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… as well as making them.
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Kronjäst Brand Positioning
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Functional
Rational
Abstract
Emotional
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Functional
Rational
Abstract
Emotional
Our brand positioning
“The fun of making”
“The enjoyment of consuming”
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Kronjäst Brand Statement
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Kronjäst delivers the functional fun of usage as well as the enjoyment of end-
product consumption.
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Kronjäst Benefit Hiearchy
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PRODUCT FEATURES
PRODUCT BENEFIT
CONSUMER BENEFIT
EMOTIONAL BENEFIT
Great end-results
Core ingredient in baking
Fun of making
Enjoymentof pro-creation
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Kronjäst Brand Concept
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“Family fun”
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Creative execution
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Advertising tonality
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Cheeky cleverness
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Logic
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Eating
Sex
“Bulle i ugnen”
Babies
BakingFun of making + great end-results
Fun of making + great end-results
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Print idea
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