Agency: Win or retain business
Case Study: Messaging strategy
What We Did: Identify the differentiate emotion drivers associated with the brand
Finding the Emotional Truth
The market space in which Chips Ahoy! plays is extremely competitive. DraftFCB, the agency of record, believed that there was an emotional truth about Chips Ahoy! that distinguished it from other brands. Kraft has traditionally focused on rational differentiators, so this represented a significant departure in thinking. The challenge was to find emotion-based insights to create a unique, compelling brand positioning and message that did not conflict with or cannibalize other products in the parent company’s portfolio.
The Joy in Chips Ahoy!
The focus on joy, in association with eating and serving Chips Ahoy! cookies, was identified through a novel and rigorous process that combined qualitative and quantitative analytics to develop emotional profiles. The Chips Ahoy! audience used unique language to describe their feelings about the brand and experiences with it. Though subtle, the data and imagery provided the creative team new information that was used in a successful multimedia campaign, including a television commercial, with the theme “There’s more joy in Chips Ahoy!”
Breakthrough won this project the day after making an introductory presentation and fielded the study within three days. The Chips Ahoy! account was up for review. The research and creative were credited with helping the agency retain the account.