TURN UP THE FUN
TURN UP THE FUN
CHALLENGE
Crunch chocolate bar, a beloved classic, was facing the challenge of rejuvenating its brand image to resonate with a younger demographic. With competitors like Snickers successfully leveraging a strong brand identity, Crunch sought to establish itself as a household name, particularly among Gen Z and Millennials. The brand lacked a distinct identity that could capture the attention of these demographics, who were drawn to Snickers' "hangry" persona.
As the project lead for Crunch's brand revitalization campaign, my role was pivotal in guiding the brand towards a fresh identity. As a hybrid social strategist, I bridged the gap between creative vision and strategic implementation. Leading both the creative and strategy teams, I spearheaded brainstorming sessions and ideation processes to uncover Crunch's unique selling proposition. Recognizing the importance of retaining Crunch's nostalgic appeal while infusing it with modern relevance, I facilitated discussions that ultimately led to the development of the campaign's central theme.
MY ROLE
After extensive collaborative efforts, we landed on the slogan "Turn Up the Fun" as the cornerstone of Crunch's revamped identity. This slogan encapsulated the essence of Crunch—fun, energetic, and vibrant—while also serving as a nod to its enduring popularity. We crafted a multi-faceted social campaign around this theme, utilizing bright colors, dynamic visuals, and playful sound elements to engage our target audience. Leveraging the power of social media, we strategically positioned Crunch as the go-to choice for moments of enjoyment and indulgence.
Solutions
PROOF OF WORK
The "Turn Up the Fun" campaign proved to be a resounding success, breathing new life into Crunch's brand image and driving increased consumer engagement. The vibrant visuals and catchy slogan resonated strongly with Gen Z and Millennials, sparking conversations and generating buzz across social media platforms. Through strategic storytelling and immersive experiences, we successfully repositioned Crunch as a timeless treat that appeals to both nostalgia and contemporary tastes. As a result, Crunch not only reclaimed its relevance but also solidified its status as a household name, paving the way for sustained growth and continued success in the competitive chocolate market.