are not just about colors. They’re about tastes, in this case. Our agency took pleasure in re-branding Flint.
JUST LOOK AROUND—
everybody is fond of baked bread snacks. But all marketing communication traditionally targeted teenagers. The best way for an agency to begin is to call everything into question. So we jumpstarted the research. We soon found grounds for our doubts: the more promising target audience for the brand was not youth, but adults.
WE WENT TO SUPERMARKETS
to find out about these people. How do they behave? How do they choose baked bread snacks? Do they read the labels on the packaging? We left the supermarkets for social media and studied carefully what they wrote and read. Above all, we talked to them. We became the target group’s best friends.
THE RESULTS AMAZED US.
We discovered that the target group totally ignored brands. People chose baked bread snacks according to their taste. Nor did categories make any difference to them—they took croutons for a variety of bread snack. It made our task even more challenging and exciting.
WE DECIDED TO SHUT
the door behind us and have a strategy session with our client. We spent two days with the brand team looking for a solution to grab the interest of the target audience and a positioning to hit their taste buds. They wouldn’t be led, they didn’t buy into the “leader” story. They wanted to have it all and to have it now. They knew that they had one life to live, so bread snacks were one of life’s pleasures for them, not a mere snack. Just crunch and enjoy your life was their motto. We used the idea as the basis for brand renovation.
of the Flint brand and each product line had this idea running through them as a common thread. The French baguette is what you need when you want to leave everything behind and savor the moment. And mouth-filling croutons went perfectly with the beer. Hey, we have only one life to live!
of colors on the supermarket’s snack stacked shelves is, of all places, the worst. To stand out against such sloppiness is quite a challenge. We had to find a visual identifier. We drew up a vibrant logo block to strike the eye amid the brightly-colored products. We suggested a free and dynamic food composition to represent the brand essentials. We plunged the croutons into the beer aesthetics and wrapped the baguettes with exquisite hedonism.
FLINT PINT LINE
continued the story of taste. These round baked breads are made from special bread and fried using the new SoftFry technology. The bold «Take it Easy, Crunch it, Wash it Down» call hints at the consumption situation.
CATCH THE WAVE,
buzz, and catch the crackers too! New corporate identity embodies the essence of the brand. Treat life easily, dodge problems and immerse yourself in pleasure. Bright, but calm waves - a lighthouse for living in Flint style.
THIS TASTY PLEASURE
is very easy to find now on the shelf of any store. The work was a pleasure for us. The same pleasure you have when you open a packet of Flint bread snacks, leave everything behind, and just crunch it, enjoying the taste and pleasures of life :)