The brand promises to give consumer a taste of chips that's different fromthe competition, as the brand says 'crunch on, munch on', so it also promiseto be crispy.
The communication should make the target audience aware, and make themfeel for buying/eating the ‘Frankies’. Currently the audience’s awareness tothe product is very low; they are confused about ‘Frankies’, different taste of ‘Frankies’ that can help in re-buy.
Major objective of this communication between ‘Frankies’, and the consumeris to create the awareness level that even unaided recall test can makepeople prefer the name. Other objective is to create TOM approach, at leastuntil whole advertising in on air. As said, taste is something unique in thisproduct so stimuli through TVC can create difference, the consumer shouldfeel the taste and get into excited mode when they try it.
Main thing is unique taste, that’s the strongest part of the competitivepositioning.
The consumer should be made educated to this product to the level of RTB
We need a TVC that can create the stimuli to buy/eat the product, afterconsumption good mood should be shown. As this product is placed inimpulse purchase, so the communication should reach TOM in consumers. The project should be delivered in two weeks time, budget is Rs. 10 million.Initial rough sketch is attached with this file.
Current vs. desired brand equity:
Current brand equity is