Peak Freans Crackers,Cheers - Are you ready for Cheers

Peak Freans' Crackers , Cheers - Teaser AD

The tagline " are you ready for cheers" is inviting and asking me to get standby for some fun. The ad doesn't say anything about the category of the product. All I know is that someone is asking me to get ready for fun with a product that looks likes a skewed triangle.I surveyed few people about what this triangle may be : some said an "ice cream" and others, "chips".

With no appearance of the company logo ,labels or category , here, the brand personality is becoming the brand identity, which is "fun" and "exciting". Moreover , there is no emotional , functional benefit or self expressive benefit offered to consumers at this point; the three fundamental parts of value proposition(positioning).So what's the value proposition? Maybe , we have to wait.

However , my excitement to know about cheers ended as I saw the Peak Freans logo and crackers' posters already pasted on shops which faded my curiosity to guess more about the product. Does this mean that the sales teams were already handed over the product posters for trade marketing ahead of the OOH and Print launches to distribute the product and make shop vendors aware of these crackers.How can brand teams tackle such a problem where they have to protect the product from letting exposed to consumers, but on the other hand, have a challenge to make shop vendors aware about the actual product and make it available as soon as the teaser gets over?

Before I saw those posters at retail outlets , I thought the word "cheers" ,in this context, was used as a noun; made me curious about an upcoming personified cartoon character which would display fun and excitement to add personality to the chips. Something like this :

This fun,exciting product would definitely induce chips lovers to forget "lay's" for one day and try "Cheers"-the crackers.

Peak Freans' Crackers , Cheers - TVC

Initially , we had talked that the teaser ad had communicated just the brand personality , excitement and fun of using something ,which became the brand identity for a while , for consumers-the brand image. After TVCs , the brand identity further strengthens as we see the same brand personality used to communicate the positioning of the brand - Tasty yet healthy. This is the value proposition : Emotional benefits, Syra Yousuf , the sweetie pie of younger generation,inducing lots of joy and excitement into the brand ; Rational benefits : Healthy and tasty ; Self Expressive benefits : Girls can relate to same feeling as Syra yousuf is displaying;being perplexed between health and taste. Targeted at young girls and nothing for the boys!

Peak Frean Cheers TVC- Syra

Peek Freans Cheers TVC 2013 - Syra Shehroz from Myipedia on Vimeo.

Let's now wait for the next phase of this campaign:

Peak Freans' Cheers - Crackers ; Communication Timeline

• 24th March,2013:  FB page for Cheers gets published
• 14th April , 2013 : Teaser ads released on OOH and Print
• 14th April , 2013:  Trade marketing : Posters pasted on retail outlets.
• 21st April,  2013:  TVCs are released.
• 27th April,  2013:  Facebook Advertising runs.