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Communicaketion

A new product line and campaign for Betty Crocker

Group Project| 5 Weeks | Brand Revitalization, Product Innovation, Creative Campaign

Translating the essence of Betty Crocker to everyday occasions

BACKGROUND

Betty Crocker's baking mixes are no longer the beloved household staple it once used to be. With ready-made baked goods as well as a myriad of alternatives to a mix box cake readily available for every occasion, baking from a mix was just not convenient enough. Sales that have declined for five years in a row reflected that reality and Betty needed to re-evaluate how it could entice people to bake with a box again. 

SITUATION

Misunderstanding the Betty Crocker Baker

To combat the decline Betty Crocker created new products targeting two types of bakers:
 

For Cravers who are guided by their belly - they created single serve products such as microwavable mug cake, and

for Connoisseurs who are guided by their head -they created more decadent lines of baking mixes. 

But microwave mug cakes lose on convenience and speed when they compete with grab-and-go treats such as chocolate and ice-cream, and serious bakers wouldn't be caught dead baking from a box mix.

In trying to reinvent itself Betty Crocker forgot what made their baking mixes a hit in the first place and tried to be something for an audience they didn't understand. 

 

OPPORTUNITY

In a world where it’s too easy to ‘like’, too easy to retweet, too easy to say that you care about something, a Betty Crocker cake communicates the sincerest form of care. 

BRAND TRUTH

Betty Crocker bakers are the Carers. When you bake a Betty Crocker cake, it shows that you put time and effort to make something for someone. That intentional gesture of care sets a Betty Crocker cake apart from just any cake. 

STRATEGY

Make Betty Crocker synonymous with everyday occasions when we want to express we care

CREATIVE

CONCEPT

COMMUNICAKETION

Betty Crocker as an instrument of communication.

'Say It With Cake'

PRODUCT 

LINE

EXTENSION

We created a new line of Betty Crocker baking mixes for mini cakes that convey a message for an occasion such as "Sorry", "Thanks" and "I Love You". This product line lives in the greeting card aisle, encouraging customers to take an extra step to show their sincerity.

RETAIL DISPLAY

PRODUCT/PACKAGING INNOVATION

The new product was a mini cake meant to be made in under 20 mins. The package included everything you needed to create the cake sans the egg: a pan, baking mix, icing and message stencil - making the process conveying care through cake much easier. 

Instead of labeling it just with flavor, we labeled the product by message

(we also built a custom shelf display to show how it would look in the card aisle)

CREATIVE

CAMPAIGN

PRINT

DIGITAL

A cake meme generator for people to create messages on cake to share on social media

EXPERIENTIAL

Pop-up Truck. During events when people want to express the things they care about (such as on election day, breast cancer awareness walk etc.,), our 'Say It With Cake' truck shows up and people can write statements on Betty Crocker cupcakes - encouraging people to make an effort to express the things they care about.

HOW WE GOT HERE

4C research

Current product audit/assessment

Competitive audit/assessment

Qualitative Survey

Man on the street interviews

Focus groups​

Customer segmentation

User journey mapping

Product prototyping

TEAM

Ruthie Edwards (XD)

Chad Hilton (XD)

Mary Gray Johnson (ST)

Chorong Kim (ST)

Gabi Levi (CBM)

Alec Milton (AD)

Josh Perry (CW)