The Bunnies Are Back!
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 form 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 …
Building on Insight
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 2009.
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.
Based on learning gained from the early in-market success, the business felt confident to really back the concept in year-two and begin to extend the range.
Within 18 months we were working on range extensions into new formats and new occasions.
The Bunny Goes From Strength to Strength
Back in 2008 when this journey started, Creme Egg owned the run-up to Easter.
Now, as we rapidly approach Easter 2019 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 …
What We Learned …
Back in 2008 the Bunny was one of our first experiences of working in a truly agile way …
One – Insights will unlock your challenge: However dominant and well-established your competitor seems to be – rich, penetrating insights into consumers’ needs will reveal opportunities for experience enhancement.
Two – Great propositions integrate benefits AND equity: When you bring together superior functional benefits AND leverage powerful, emotional brand benefits into a compelling story – you brand essence will develop a life of its own.
Three – Co-creation builds strong ideas into winners: Once you’ve got a working-concept, creative evolution with consumers will give you an unbeatable opportunity to optimise your proposition.
Four – Test & learn, but act quickly: Once you’ve hit on a winning formula, extend it for all its worth! We helped Mars create the original bunny, mini-bunnies and the Xmas Reindeer within three years – but they’ve continued to build the franchise over the rest of the decade to include a multitude of related formats.