The pandemic forced people to spend more time at home, a fact which generated new snacking occasions and opportunities for experimenting in the kitchen with the resources and abilities each of us already had. So, this was a real opportunity to communicate TUC, Oreo and Philadelphia as enablers for innovating the snacking habit. However, none of the three brands were strangers to engaging consumers with easy and delicious recipes, with very successful cross-branded campaigns already having happened in the past for any 2 of the brands. What was new was the challenge to communicate all of them together.
TUC, Oreo and Philadelphia are brands with products from different angles of the taste spectrum and these are very well-established facts in consumers’ minds. TUC is salty, Oreo is sweet and Phili might go with both, depending on the combos. So, how could we communicate all three together in the same campaign, in an interactive and innovative way? What was that new something we could say about snacking that goes beyond taste differences?
We realized that even if it might seem like a simple task, finding the snack that suits each occasion is actually quite challenging. You want something fancy-looking when your friends come by, something that won’t crumble when you play computer games, something sweet and comforting after a difficult task at work. So, besides the taste preferences, it’s also very much about the context when you’re craving for a certain snack. Therefore, we came up with an entire discipline: Snackology, the science that studies the perfect snack for each occasion.