Create a new brand with a line of plant-based products to be launched under the Mars Wrigley Umbrella. This brand should have a new name, label, and have brand new imagery and marketing, with a primary product and some ideas to expand into a broader offering in the future. The focus of this challenge is to develop a primary product and a platform to build a portfolio, rather than focusing on branding, graphics, naming, etc. A placeholder is fine for brand name and the challenge should be centered on what product and services will deliver value to consumers.
As trends in the world move toward more plant based and healthy snacks, Mars Wrigley is looking to launch a new plant-based brand and line of products to give consumers healthier and more conscious snacking options. From those who are wholly dedicated to those only looking for an occasionally healthier snack, we want to help people make better choices. Ultimately, plant-based consumers feel ‘left out’ in snacking – whether it be harder to satisfy cravings, more difficult to eat something truly decadent, or indeed a struggle to hit macro-nutrients (like fiber, protein, etc.) – there are lots of needs left unsatisfied. This means there’s ample grounds for innovation.
And that’s where you come in! Mars Wrigley is looking to launch a new brand that will be entirely plant-based. While the ingredients will all be vegan, you can get creative in the branding, and position your brand more broadly as ‘plant-based’. Can you help them develop the perfect range between satisfying cravings and healthy goals?
Your new brand should solve problems in one of three ‘Plant-Based’ areas for Mars Wrigley. All the ingredients of this new brand will be vegan, but the branding and positioning of the brand can be more broadly ‘plant-based’ for a broader reach and appeal. For each of the three areas, we have listed the key drivers (what problem are we solving), themes to take into account and potential characteristics that can inspire you. The Themes and Characteristics can be used as inspiration but can be strayed from to deliver a more wholistic brand.
- #1 Prize €2,500
- #2 Prize €1,500
- #3 Prize €500