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?
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