A study into the buying habits of the youth suggested a decline in premium nut purchasing. Traditionally nuts were a choice product for personal consumption and gifting. However young Indians have moved on to other options perceived as “more premium" such as chocolates, cookie / bakery hampers, rather than opt for nuts.
With a vision to re-spark the purchase and gifting of nuts amongst the youth, a new positioning was devised. Nuts as a burst of energy and 'instant' hunger buster anytime anywhere.
Occasions apt for consuming and gifting nuts were conceptualized. Humorous illustrations for each occasion combined with fun wordplay ensured that the pack grabbed the eye of the young experimental buyer and promoted impulse purchase. A 'hamper' version of the pack was also introduced as a quirky gifting option.
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