Bringing the Bonsoy carton to life.
Bonsoy’s new brand platform, But is it Bonsoy, was borne from the observation that people would literally cross the road to find another café if Bonsoy wasn’t on offer.
Spiral Foods marketing manager Raphaelle Wilson says the platform gets consumers questioning whether their milk choices are really the best they can be.
“We found within the cafe culture, particularly in Australia, there is a growing trend to not only display the milks on offer, but also that consumers are walking away if the brand they want isn’t available,” says Wilson.
Thinkerbell executive creative tinker Paul Swann says the Bonsoy carton is the hero of the platform: “Rather than relegating the distinctive yellow Bonsoy carton to a packshot in the corner, we wanted to make it the hero, bringing it to life as stencils or stickers within a range of usage occasions that expand consumers' understanding of how they can enjoy the product, not only as a drink.”
The media strategy aims to maximise awareness of Bonsoy at both moments of consumption and moments of purchase.
Thinkerbell worked closely with Spiral and was responsible for both creative and media rollout. But is it Bonsoy went live on November 8 across OOH, Print, Social and Influencer channels.
Credits:
Bonsoy:
Managing Director - James Wilson
Marketing Manager - Raphaelle Wilson
Thinkerbell:
Lead Media Thinker - Alex Brinkhoff
Executive Creative Tinker - Paul Swann
National Head Production Tinker - Grant Anderson
Head Thinker - Lauren Shelley
Head Thinker Brand - Gerry Cyron
Thinker - India Gates
Chief Thinker - Adam Ferier
Lead Creative Tinker - Jasmine Subrata
Lead Creative Tinker - Simon Dall
Design Tinker - Luke Sikora
Lead Production Tinker - William Palmer-Reeves
Little Green Book Creative Partners
Production: Sam.I.Am
Photographer : Benito Martin
Stylist : Jessica Johnson
Executive Producer : Rich Cole
Producer : Rosie Pike
