BIB [Week 3]

BIB

Rational Features
Variation of Flavours
New Zealand Made Product
Affordable
New Zealand -themed

Rational Benefits
Responds to emerging macro-trends of people wanting 'fused flavours', and 'something new'.
Responds to an issue of consumers purchasing Farmbake due to disclarity of being an overseas product versus Ernest Adams' being NZ-made
Balances health with indulgence, with fruit being included in flavour range
New and Exciting, with a flavour range reflecting our nation, evoking patriotism

Declared Emotive Triggers
Exciting and New
Social
Nostalgia
Patriotism

Undeclared Emotive Triggers
Homely
Remind of childhood
Don't get bored

Unique Difference
'Kiwi Kravings' are bringing the Cookie recipe into the heart of our little nation, evoking Kiwi Pride through our flavour range.

Brand Values
Patriotism - Our product range will evoke a sense of NZ pride through each flavour as though they tell a story about each kiwi that picks one up.
Cheeky - We aim to poke fun at the genericness of the cookie market, in order to entice the buyer to break the social norm and try our range

Timeless Equities
Logo - Handpainted style sinpired by the likes of: Dick Frizelle, Colin Mcahon, Ralph Hotere who are all NZ artists that convey that "not all held together" kiwi "whateverness" in their work.
Contemporary design and colours
Cheeky/Witty slogans/marketing
Unique Patriotic flavours
NZ made product

Brand Essence
Kiwi Kravings is the snacker in all of us, young and old, who want to relive those moments after school at grans, mixed with the iconic New Zealand flavours we know and love.