Agency: C2 COMMS, UAE | Role: Senior Art Director
Mug Treats Creative Proposal
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Betty Crocker Mug Treats is a new, convenient, indulgent and exciting snack innovation. We needed to launch the product into the snacking category, in the MENA region, under the ‘Fresh From The Heart’ umbrella.
A mug is traditionally associated with hot beverages. It’s about time to change this perception! Mug belongs to Betty Crocker! There’s no category competition. Also, Nescafé is more ‘cup’ than ‘mug’.
Mugs create emotional association with people, places and times. They represent a strong sense of identity. Also, mugs usually contain hot beverages. Research shows that just wrapping your hands around a warm mug can evoke warm feelings towards others. Sipping a hot beverage from a familiar mug is part of a comforting routine. If you have a mug, you have a moment for yourself to feel good. If you have a mug, you have a treat!
Immersive experiential zone
Mobile microwave cart in offices, universities, hotels and movie theaters for people to sample a Mug Treat
