• Award$240
  • Entries113
  • Creatives31

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Background

Industry

Food & Beverage

About Your Company

We are creating a vibrant, joyful, colorful brand that will bring the Brazilian soul to the food world. Our snacks are made from acai, guava, cupuacu and some other exotic fruits. We pair these fruits with nuts and also with chocolate. Our first two products are a trail mix and a better-for-you snacking chocolate. We are targeting American Millennial consumers, looking for more offerings of tasty snacks and for excitement in the midst of their daily routine. Unlike existing better-for-you snack brands, we offer an exotic spark to their days. Our brand needs to leverage on the perception that foreigners have on Brazil: fun, colorful, exotic, joyful, lighthearted. We also want a name that will stand out on the shelves, it has to be something very different that will caught everyone's attention. We were initially thinking about names in Portuguese, because these could be more authentic, but we are definitely open for suggestions in English too. These products will be sold in the USA in mainly grocery stores and supermarkets.

Execution

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Target Audience

Our main audience is Millennials (age 18-35), who have busy lives and are looking for more option of better-for-you snacks in their daily routines.

Competitors
Creative should NOT use

NA

Tone/voice

We need to be bold because this is a crowded category, so we need to stand out. I prefer 100x the name "Boomchickapop" than "Angie's Popcorn", for example (they changed their name and this was a huge driver of their success). Our brand has to be Brazilian, has to be fun and bold at the same time, has to stand out and generate curiosity. It also should be light, because our products are healthy and better-for-you. We want to bring joyful moments and exotic tastes to the category.

Top 3 Things

Brazilian, fun, boldness

Materials

Contract
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