Bunnies Are Bigger Than Ever!

The Maltesers Bunnies are back … and they’re bigger than ever.

You can’t pass a till in a petrol station, or a confectionery aisle in a major grocer without seeing them.

But it wasn’t always this way …

There was a time that Cadbury’s Creme Egg dominated ‘Easter self-treating’ – and the seasonal team at Mars weren’t happy!

It All Started With Insight

We gathered together some of Creme Egg’s most dedicated fans …

We observed them eating the product.

We analysed their experiences.

And we explored their emotions.

We Defined Our Challenge

We mapped out all the dimensions that made the Creme Egg such a success.

Then, having analysed why they were important, we set out to beat Creme Egg on every measure.

How Bunnies Were Born

We worked seamlessly with the Mars team throughout the process.

We learned from competitor Best in Class seasonal executions and took inspiration from unrelated categories that executed seasonal well …

We even took inspiration from the world of cartoons and film …

Then, we explored propositions under a number of brands – before it became apparent that Maltesers was the most appropriate!

A Structured But Agile Approach

We Leveraged Our Learnings

We used insights we’d gained from consumers to shape every stage of the creative process.

The product design had to be lively and fun.

The ingredients had to deliver lightness and engagement.

The packaging had to be simple and functional, but communicate lots of personality.

Brainstorming Product Design Formats

You’d hardly credit that such a simple looking design was so carefully thought through.

From the use of the bunny as the design hero – to the jaunty angle of his cheeky pose.  Every element was carefully considered.

Co-Creating With Consumers

Speed was of the essence as Mars wanted to be ready for the Easter season.

Rather that using traditional methods of research like groups, we co-opted both Creme Egg loving and hating consumers for conflict co-creation groups.

Launch Fast and Learn

Rather than test the concept to death and move cautiously, the Seasonal team backed their judgement and launched fast.

Within 18 months we were working on range extensions like Mini-Bunnies and the MerryTeaser Christmas Reindeer…

Maintaining novelty by regular brand ‘refreshes’ was always part of the strategy … and this year has seen the launch the Orange Bunny!

The Bunny Goes From Strength to Strength

Fifteen years ago, when this journey started, Creme Egg owned the run-up to Easter.

Now, as we rapidly approach Easter 2021 the aisles are a sea of Maltesers red – and bunnies scamper over social media.

Clear proof that with the right insights, ideas and approach – any market can be disrupted …

Proven Track Record

It’s not just the Malteser Bunny that keeps getting more successful…

The Brand Development team have delivered five concepts that went on to win New Product of the Year, one that became a Nielsen Top 25 Breakthrough and innumerable that have gone on to become significant commercial successes …

So, in a world of ‘we can do that’ consultancies, wouldn’t you prefer to put your insight gathering, equity-stretch and brand innovation into the hands of a team of innovators with a proven track record?

We’ve Got The Tools To Help You Disrupt Yours!

Whatever category you operate in, we have the agile innovation tools you will need.

Actionable Insights

Find out more about our virtual insighting tools here

Disruptive Ideation

Find out more about our workshop techniques here

Consumer Co-Creation

Find out more about our co-creation techniques here

Let's Do It Today!

If you’d like more information about projects we have completed for other clients like Nespresso, Optimum Nutrition and Unilever – check them out here

If you’d like to hear the full Bunny success story please do get in touch today,

If you’d like to find out how we could help you disrupt one of your markets just give us a call on +44 1491 411272, or connect with David or Joanna via LinkedIn

We custom-build solutions for every client – that deliver brilliant results!