Pleasing both parents and kids can feel like an impossible juggling act for FMCG brands. Sunrice Mini Bites needed to satisfy mum and dad’s drive to find a healthy lunchbox snack, whilst giving the child something that has the excitement and playground cred that has them requesting it the next week.
We made the outer multipack appeal to parents with its health cueing muted colours and claims. We then pulled off the most fun and cool inner packs we possibly could for this broad primary school market. Fun enough to appeal to a 5 year old, and ‘lit’ enough to keep a 12 year old happy.
The Dino characters were imagined and illustrated, each with their own special skillset while interacting with the product. There’s Tyran, the T-Rex who rocks out on the drums and DJ Trice the Triceratops who is spinning the decks. These prehistoric personalities add bags of character, take centre stage on the inner packs and are roaring out to be stretched across POS and social campaigns.
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