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Challenge: Create an FSI that would (1) promote an adult cookie, (2) promote a kids cookie, and (3) feature savings on either of the two brands.
Solution: At first, we tried to write two headlines, one for each target group. But we thought the messaging became too lengthy and complicated, and the tonalities clashed.
Then we realized we could combine the messaging with what the products had in common: chocolate chips and savings.
A complex message was delivered to moms in four syllables in one upbeat visual.
Services Provided:
- Concepting
- Copywriting