Trésor / Krave - Innovation for teens Concorso Terminato
eYeka Express

Invent a new and disruptive concept to attract French teens to Trésor cereal.

Inizio 04 novembre 2016 Fine 13 novembre 2016 23:59 UTC Delibera Risultati gennaio 2017
Inizio
04 novembre 2016
Fine
13 novembre 2016 23:59 UTC
Risultati
gennaio 2017
Novità

Reminder on the Challenge

10 nov 14:17

Hi !

We remind you that your concept idea must be related to one of the 2 insight routes :

  1. Help me to reconnect with myself throughout my busy day
  2. Help me to build my identity and express myself

The template has been updated accordingly so that you can tell which one you've picked. 

Bear in mind that the challenge is to come up with a concept idea that is made of a visual of the product & of the packaging and answer to the 3 questions. The product idea should be at the core of your submission.

Good luck !!

Thomas

 

 

Brief

Contesto

Trésor / Krave is a French success story, launched in France in 2007 it is has consistently been the number 1 teens / kids “ready to eat cereal” brand.

Our mascot, our chocovore brings the personality of the brand to life. It is a cunning rebel who is happy to break and bend the rules to get what he wants, when he wants it. He’s mischievous, tricky, disruptive and sometimes Machiavellian in his pursuit of chocolate!

The chocovore is voracious, cunning, relentless and playful!

Why it resonates with teens?

Teens are true Chocovores at their core. The Chocovore behaviour (following instincts to get what they want) represents teens’ mindset in everything they do, starting with chocolate – it mirrors their own obsessive behaviour, constant cravings, devious strategies and voracious appetites.

Why the brand is credible?

Because the character is a reflection of the cereal itself, it dramatizes the product truth – a crispy cereal shell with an incredibly delicious chocolate center.

The Audience

We’ve all been teenagers and we know this age comes with a lot of pleasure and a lot of pressure. Teenagers are in transition, moving from childhood to adulthood, trying to define who they are and make choices for the future.

Teens have an appetite for exploring and experiencing life. They want to devour everything life has to offer, from their passions, to the time with friends, to the foods they eat. Along with activities like work, sports and music, the tribe plays a huge role. Teens spend a lot of time chatting, texting and talking to their friends, social activities really matter. To them, there is no difference between on and offline – it’s one and the same.

Yet there are moments where teens spend time by themselves. When teens are facing tensions and complexities, not wanting to do what they have to do or are forced to do (like go to school), emotionally they regress, subconsciously needing comfort and reassurance. Food can play a role in helping them reconnect with themselves as they get older or even transition within the day.

Breakfast is a very interesting moment of a teen’s daily life, as it’s a transition from sleep to waking up to their day ahead. For teens, breakfast is a bubble – a moment set apart, where they move slowly from the comfort of their bed to the pressure of the day ahead. What they eat is important.

Breakfast is a key meal occasion for Europe; it’s a key meal occasion for the household. In France it’s much more routed in tradition, where families continue to gather around the table and spend it together compared to the UK for example.

There are a huge range of tasty breakfast options on offer for teens in France and Trésor is not always perceived as the tastiest chocolate choice! Kellogg’s wants to be an ally of a teens’ morning and is looking for inspiration to create the next big hit! They need you!

 

Sfida Creativa

Invent a new and disruptive concept to attract French teens to Trésor cereal, following one of the two insights listed below.

  • Your idea should be one new concept that includes chocolate as an ingredient.
  • Your idea can be a new food product or new packaging.
  • It must be appealing to teens, and be synonymous of with food pleasure.

Teens are stuck in the transition from childhood to adulthood, and therefore like to regress to comfort as well as seek new and exciting adventures.

The tension :

  • A stressful transition surrounded by constraints from the need to wake-up up to being at school on time
  • In which breakfast food/food facilitates the emotional mood switch

The two insight routes we’ve identified:

You have to follow one of the two routes listed below and present your concept with visuals and text, but remember that these two routes are based on insight work around teens in France.

So this is about one teen with two distinct and different needs.

  1. Help me to reconnect with myself throughout my busy day
  • In the morning I’m tired, leave me alone
  • I don’t want to have to get up, I don’t want to leave my bed
  • Give me something to make me get out of bed
  • Tresor is the one positive to having to get up and face the day
  • When I come back from school, I want to be left alone
  • I take some time to eat, before doing my homework and trying to spend time with my friends

The needs

During these individual moments, teens tend to choose brands or foods because it’s really tasty, a multi-sensorial and unique food experience that excites them but is not too adventurous in the morning. The individual moment allows them to regress and feel comforted and chilled out before taking on the next challenge.

  1. Help me to build my identity and express myself
  • Teens love to express themselves in a world of constraints
  • I’m constantly connected to my friends via my phone and other devices during the day
  • Brands, devices, technology, music, activities, humour and food are how I define myself and how others see me
  • I like to try new things and as I get older my tastes change
  • I am building my identity and making new friends across my different groups
  • I want to be inspired, be brought on an adventure
  • Experimentation helps me express myself amongst my peers and tribes
  • New textures and flavours excite me
  • I want a cereal that’s different and a cereal that’s made for teens like me

The needs:

Teens need to build their identity and they do so by experimenting with new selves, new roles, and new actions. This is about self-expression and experimentation/adventure - having foods and brands that help build and create a sense of self identity. A more complex eat than other kids cereals, still with chocolate - reflecting its importance to the consumer at breakfast.

This is made possible with friends, at home or out of the home.

Remember: Chocolate needs to be one of the ingredients to your concept, whether a primary ingredient or just part of the ingredients list.

Your idea does not have to be restricted to a traditional bowl, milk and cereal solution but it should be consumed mainly during the breakfast occasion. However, it but can also be eaten as a snack at other times of the day.

Please come up with a visual of the product and of the packaging and answer these questions:

  • Describe your idea and how it’s consumed.
  • What’s the frustration behind your idea?
  • Why would it be appealing to teens?

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Example of a very good idea was the launch of Trésor Roulette.

Tresor Roulette is a mix of four different Tresor flavours. It was based on the frustration that teens couldn’t decide what Trésor variant to have: chocolate, milk chocolate, white chocolate… with Roulette the cereals are all mixed up in the packet and until you eat them you don’t know what mix you’ll get.

A bad idea for this contest would be something that does not involve chocolate pleasure, or doesn’t play an emotional role in a teenagers’ life.

Premi

Premio della Giuria

  • #1 Premio 1.500 €
  • #2 Premio 600 €
  • #3 Premio 400 €

Formato

Two pages PDF with visuals and text

Criteri di Vincita

The winning ideas need to provide a multisensory chocolate cereal experience that answers one of the major needs described in the routes above as: 1. Help me to reconnect with myself throughout my busy day and 2. Help me to build my identity and to express myself.

Packaging is also an important criterion.

Linee guida

Linee guida per questo concorso

  • Please watch this video as an inspiration about teens in France.
  • Please use the template provided in the toolkit.
  • Entries should be in English.
  • Please specify which route you’ve chosen.
  • Your idea needs to be 100% original and doesn’t exist anywhere in the market.
  • Have in mind the mandatories and the no-go’s:
    • Ideas about just a new flavor will not be accepted.
    • Idea should not be restricted to the current food format (i.e. pillow)
    • Avoid dangerous / overly sexualized ideas around ‘pleasure’
    • Chocolate is a mandatory as an ingredient (not primary)
    • We are open and want packaging innovation ideas as part of a food idea
    • Previous innovations
  • I lavori dovrebbero essere in Inglese.
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