WONDER BEANS FAMILY
WONDER BEANS FAMILY
On the occasion of a special promotional action, the turkish client INTERMAR asked us
to push the brand in a new unconventional way.
Since the beginning it appeared to be a challenging and complicated task.
We had to find a way to entertain a very young target, already sick and tired of brand surprises. We were also looking for something funny and simple at the same time.
The risk of being unconventional is to go just weird. Or worse: ineffective.
For a start, in order to find a solution and live up to the expectations, we begun to study different activities and look out at the most effective practices we found around.
Then we realized that the good answer was just in front of us.
It was right inside the product. It was the surprising peculiarity of its own shape.
All we had to do was to pull-off such funny and genuine soul.
We decided to develop something both entertaining and perfectly in tune with the brand values (joyful mood, variety of flavors and colors, youthful audience) in order to express a sparkling personality. This is how we came up with the idea of a special family of Brand Characters.
We started from the products shape to design a set of original bean-icons.
We wanted them to be colored and electric just like the Wonder brand.
Then we created a different personality for each of them: the bully, the poet, the hippy.
We were also very keen to the idea of collocating them in a "contemporary landscape".
We knew consumers are fed up with fake advertising characters. We wanted them to be real and to speak like normal people. They were supposed to talk to a young and ironic audience.
The feedbacks from consumers have been excellent. Our Beans characters have soon become very familiar to the turkish audience throughout the country. They actually helped to boost awareness and sales, especially over brand events and special occasions. It's certainly one of the works we're most particularly proud of.