Brand Creation: Galaxy Mistletoe Kisses
Mars asked Brand Development to work with them to create a self-indulgent seasonal treat that reflected the magic of the build-up to Christmas.
Everyone loves the weeks leading up to Christmas:
- Small children get over-excited at the prospect of
Santa's annual visit - Big kids get over-excited about the
pre-Christmas parties - Adults look forward to dressing the house in
preparation for the big day - And everyone enjoys a slightly more relaxed,
attitude to food, drink and above all ... chocolate.
So many rich insights into what makes the season special.
Mars wanted us to help them unlock the most powerful and use them to create a new chocolate treat ... that was every bit as exciting, enjoyable and eagerly anticipated as the build up to Christmas.
We used a workshop driven process to harness the knowledge and enthusiasm of the combined Mars and Brand Development team.
Working closely with the Mars' team, we conducted a number of structured workshops.
In the first we explored the symbols of Christmas we might be able to work with. It didn’t take us long to discover that some connected far more powerfully with our insights about seasonal indulgence than others.
In the second workshop, we explored how the insights and symbols could combine to form positioning platforms.
The third workshop built on the strongest platforms to explore how the insight & symbol combinations could be brought to life as exciting and appetising products concepts.
The final workshop produced a clear brief for the R&D team to works against.
We created a holistic concept that was every bit as fresh and exciting as a kiss underneath the mistletoe
A concept always works best when the elements within the mix work synergistically ...
Mistletoe Kisses are a classic example of this rule in action.
The insight is powered by the idea that Christmas is a time when you are happy to do things you wouldn’t dream of during the rest of the year ... like dressing up in party clothes, eating chocolate and stealing kisses under the mistletoe from handsome strangers!
The beauty of the insight is that it breaks the paradigm that indulgent products are by definition rich, heavy, gooey and guilt-laden. Mistletoe Kisses create are light, lively, frivolous and fun ... leaving the eater feeling satisfied, but positive about their indulgent act.
The brand name didn’t need to try too hard. It just needed to communicate the mood and evoke the moment of indulgence.
Galaxy Mistletoe Kisses: A Commercial Success
The rest is history.
Galaxy Mistletoe Kisses was launched in the run up to Christmas 2007.
It returned for a second year in 2008 during which it won one of the coveted New Product of The Year Awards.
Happily, in spite of the economic climate, it has returned for a third triumphant year in 2009.
A great example of the elegant holistic propositions you can create when you have insight, idea and execution in perfect alignment.
Give us a call and let's discuss how we could create equally elegant solutions to your innovation challenges!