Creating a Christmas Icon: The Maltesers Reindeer
Christmas is a time for fun, but it’s also extremely competitive – with very few NPD concepts ever becoming true Christmas icons.
So, we’re incredibly proud of the pivotal role Brand Development played in helping the Mars’ Seasonal Team create the Maltesers Reindeer …
It Started With A Bunny …
Way back in 2008, Mars’ Seasonal Team challenged us to help them disrupt the Easter self-treat category.
We kicked off an insight-led Innovation Sprint where we gathered insights, brainstormed ideas, ate a lot of chocolate, crafted concepts – and co-created with super-consumers>. After a couple of months of intensive work, the MaltEaster Bunny was born.
Within just weeks of launch, it became clear the Bunny was going to be a run-away success …
Keen to replicate the process, Mars asked us to help them repeat the magic for Christmas!
“Brand Development and I worked together in partnership to bring to market two game-changing NPDs.
Inspiring and leading cross functional workshops and enabling the distillation of fresh insights into concepts and then into compelling finished product briefs – they were a fantastic collaborator with a perfect combination of creative yet practical input.
The NPD we developed enhanced our brands and generated significant and lasting commercial success.”
Category Director, Mars Occasions
How The Maltesers Reindeer Was Created
Balancing Strategy With Consumer Insight
We worked closely with Mars’ Marketing & Trade teams to understand their commercial challenge – but we also generated fresh insights from consumers that inspired & shaped the creative process.
Brainstorming Disruptive Creative Solutions
We didn’t just stimulate the team to generate ideas that would surprise & delight consumers – we pushed them to leverage learnings from the success of the Bunny – and build on the fun & excitement of the Maltesers master-brand.
Crafting & Evolving Compelling Concepts
Amongst the huge number of ideas generated was the concept of a mischievous reindeer …
After some fast-track filtering & consumer co-creation – he quickly evolved into the Maltesers Reindeer.
The rest, as they say, is history!
“Brand Development have a rare and impressive mix of skills: they’re creative, innovative and commercially astute.
They understand the corporate culture of their clients so always find the right solutions for their innovation needs.
They’ve helped me on several occasions to launch commercially successful NPD – and are a hugely valued business partner.”
We Have A Proven Track Record
It’s not just the Maltesers Reindeer & Bunny that keep getting more successful …
Brand Development’s team have helped deliver five New Product of the Year winners, a Nielsen Top 25 Breakthrough winner – and innumerable products that have gone on to become commercial successes.
We’ll Help You Create Disruptive New Products
Whatever category you operate in, we have the innovation skills and agile tools you need to succeed.
