The Organix baby brand is brilliant…for babies. So what happens when you want to give Organix to a toddler? Well, they turn their noses up. Who wants a brand for babies? Amazingly our ethnography demonstrated even a 4yr old can recognise brands that feel too young for them.
But parents really trusted the Organix brand to make great snacks and so the key was to find a new way to get small children as well as babies to feel excited by a healthy Organix snack.
Working closely with the agency partner FutureBrand, The Mix helped to develop a whole raft of positioning stimulus and territories. All designed to help a little person get excited about healthy snacking.
As it turned out, the key here was bravery. The power of kids in the playground was really evident, and parents were desperate to win their child’s affection with snacks that they genuinely wanted.
Introducing Punk’d. The first snack designed with the help of 5-7year olds. Making healthy eating cool. From the language to the flavours and the sub-brand identity – all designed to help parents give their kids something good.
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