Butterfinger Challenge 2020

Write a creative concept and impactful tagline for the new Butterfinger bar! This communication concept will be used to determine the Butterfinger positioning in the new markets and as a guideline for all communication and touchpoints.

Butterfinger is a candy bar with a long-standing history in the USA. Ferrero is preparing the global launch of Butterfinger (focus on Europe and China) with a new recipe, but staying true to its core values: crispy, creamy and peanut-buttery. The product is made with a triple layered wafer bar enriched with peanut cream and with crispy rice for a lighter snack experience.

Context

The product will be available in a multi-pack of single-wrapped bars. The material will be a flowpack. 2 potential designs below:

In consumer research, we found that:

The multi-taste (sweet with a hint of salty) and multi-texture (crunchy, crispy and creamy) are what make this product unique, especially for providing a balanced taste experience.
Because of the peanut content, the bar can be suitable and credible for a little energy boost throughout the day
Besides a little energy boost, the product is also suitable for a sweet, indulgent treat or to kill a little hunger
The bar turns out to be lighter than expected: whereas consumers had expected a heavy candy bar, the wafer makes the bar surprisingly lighter than they would have thought, but in a good way.

Hence, there are still different directions that we can go into for the positioning in the market of Butterfinger.

Therefore, we need a creative concept for Butterfinger, consisting of a concise product description and its key benefits (what’s the added value for consumers?) and its most relevant reasons why consumers should believe this product is for them.

Butterfinger now needs your creativity to create a concept that can launch Butterfinger successfully around the world. Write a creative concept and impactful tagline for the new Butterfinger bar!