New Potato Chips

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Potato Chips New Concept and Packaging | 2013

Agency: STRATEGIES, BBDO - Cairo, Egypt
Head of Creative Department: Sami Samour

Senior Art Director: Mohamed Zakaraia (Ziko)

Creative Copywriter : Asmaa Alaa
Senior Graphic Designer: Mennatallah M.Sobhy
Senior Graphic Designer: Mohamed Hamdy (m7m7)

Music Composer: Dr. Ahmed El Gebaly

Potato Chips Packaging - Self Initiated brief

- Category overview

The snacks category is a very cluttered category and it includes anything that is not part of the three main meals and it includes chocolates, juices, popcorn, milk shakes, ice cream , salty biscuits ,cakes, peanuts.

Chocolates, ice creams and cakes are mainly associated with the sweet cravings and after eating a salty meal .

- Who are we talking to

Teens mainly 13-18 years old , they are driven by the emotional payoff, and the added value of fun in whatever they chose.

Teens are looking for innovative brands , they go after the flavor and it depends on their need state , if they feel hungry they consider chips as it is filling.

They want to assert themselves and feel independent. Their role models are their “older teen-age brother”.

- The world of potato

Potato chips has two main areas of strength being a ritual/habit and filling

The consumption between lunch and dinner time is higher amongst 40-45 years old while the consumption between breakfast and lunch is higher amongst the 10-15 years old

Normal potato chips is preferred than crinkled one