KIMS ALL IN; PRODUCT DEVELOPMENT, CONCEPT AND DESIGN
| Title | KIMS ALL IN; PRODUCT DEVELOPMENT, CONCEPT AND DESIGN |
| Brand | KIMS |
| Product/Service | KIMS ALL IN CRISPS |
| Category |
F02. Illustration |
|
Entrant Company
|
DDB COPENHAGEN, DENMARK
|
|
Advertising Agency
|
DDB COPENHAGEN, DENMARK
|
Credits
| Kasper Dohlmann |
DDB Copenhagen |
Art Director |
| Clara Prior-Knock |
DDB Copenhagen |
Copywriter |
| Puk Rohde |
DDB Copenhagen |
Strategic Director |
| Simone Ziegler |
DDB Copenhagen |
Account Manager |
| Anne Just Melson |
DDB Copenhagen/Freelance |
Designer |
| Louise Skafte |
DDB Copenhagen |
Assistant Art Director |
| Tau Bjørn Rosenberg |
DDB Copenhagen |
Assistant Art Director |
Brief Explanation
KiMs is the undisputed leader in the Danish snacking market and part of Orkla Confectionary and Snacks. The brand’s portfolio covers all the classic crisp and savory snack categories, and KiMs is known and loved by Danes of all ages for its role as an integral part of cozy and festive snacking occasions for the last 50 years. The brand is trusted and appreciated, much like an old friend, and is seen by kids, teens and adults as a fun-loving, forever young personality.
The Brief
In 2015, KiMs was losing traction with the young, snack-loving demographic, so we decided to launch a new range of chips with more seasoning and more outrageous flavors. KiMs asked us to develop a concept for a sub-brand that would have lasting value and appeal to a younger audience with a very current visual expression and a heavy emphasis on taste and sensory experience.
How the final design was conceived
We started the process with qualitative and ethnographic research to better understand the cultural references and language of the target demographic, as well as the atmosphere and needs that drive their usage occasions. Based on this research we identified an area of interest that KiMs, as a snack brand, could seamlessly be woven into: A universe that would fit perfectly with the brand’s tone of voice and fun-loving personality, and where the product would still play a vital role as the driver of the story. We designed packaging that looks like the kind of content the teen target is sharing online. The user-generated style makes it feel approachable, and each design is filled with Easter eggs for the customer to discover as they interact with the product. A secret club or language – only for the initiated few, who understand. This delivers an experience that is very important to the young target group: to be the first in the know, and among the first to share something new and interesting. We tested three design directions in workshops with the target audience, chose the one that generated instant interest and engagement and finalized the design based on their input.
Indication of how successful the outcome was in the market
In August 2015, All In was launched not only as a new product line but also as a brand universe with a distinct attitude and a much more experiential packaging design.
All In embodies and encourages the ALL IN mentality of the young audience and conveys it in a language that is exclusively understood and used by them. It carries strong visual references to the online world where they live and communicate every day where normal (adult) sensibility has no place, where conventional rules are bent, and where everything is possible and things can be silly and fun just for the sake of it.
With All In, KiMs has launched a very popular product range that has already reached 97,7% of its annual sales target only six weeks after launch, thereby outperforming previous product launches aimed at this target group by 600%, and the product range is planned to expand in 2016. But more importantly, KiMs now has a specific concept that engages and entertains young consumers and adds value to their usage occasions, a conceptual platform for social engagement, and a brand universe that inspires participation and is designed to evolve and grow with the audience and their interests.