It’s Like Butter
We encountered an agency dream-come-true when Parmalat asked us to help it launch a new premium cookie and to assist in the product’s conception.
Our first step was to determine the lifestyle of the person to whom a premium cookie would appeal, then create a new product and brand that would be a part of that person’s “lifestyle choice.” Our research indicated that the term bed & breakfast connoted a balance of expectation and satisfaction. B&Bs are designed to pamper and to be savored, separating them from strictly utilitarian lodgings. They also have their own individuality based on their geographic locations. Parmalat Bed & Breakfast Cookies were born.
Working with the client, we developed 10 different cookie flavors with delectable names that would positively reflect regional tastes. With the product established, we then created photos and art work designed to reflect high-quality premium ingredients, such as real butter, and outstanding taste. Roll-top packaging with a glossy finish enhanced the effect.
We wrote copy designed to take the consumer on a virtual vacation that would be remembered and savored. For marketing to the trade, we took a step up from the traditional sell-in sheet and created a three-dimensional box that featured the artwork of the cookie packaging.
In the Parmalat Bed & Breakfast Cookie Sweepstakes, the brand solicited essays from consumers on why they deserve a Parmalat Bed and Breakfast cookie getaway weekend. Radio stations that aired 60-second spots for the sweeps judged the winners.
Based on early takeaway numbers (cookies hit retail in September), we think the product will be a big hit. We realize the cookies are outstanding, but firmly believe the campaign’s success is more attributable to the trust that Parmalat had in us to help them develop a product from scratch.
