The savoury snack food market is one that is highly competitive and marketing intensive. Parle had an objective to introduce its own range of flavoured potato chips and namkeens and Pineapple was mandated to create key visuals for their products with a clutter breaking communication to go along with it.
The objective was to develop a key visual for each of the products, chips and namkeens, such that they were media agnostic. It was imperative that the communication and visuals had the desired impact across multiple media and ensured the effective transfer of product and brand associations to the target consumer group.
Since they were first introduced, potato chips have remain unchanged. The change is all in the flavours. From the classic cream & onion and tomato to contemporary flavours like Piri Piri, barbeque and even pizza, flavours have been the defining factor in the stickiness of this product.
Pineapple made this observation and decided to craft a key message of ‘Chipsplosion’ for Parle. This clearly communicated the idea of an explosion of flavours, attracting the prospective buyer to the fidelity of taste which is what she seeks. The visual depiction was done to augment this messaging which would attract eyeballs across media and POS.
The key visual further took the concept of ‘Chipsplosion’ to a more dramatic visualisation which enhances the appetising feel and evokes action to grab a pack.
In order to nudge the purchase decision of a buyer, Pineapple realised the importance of presenting the product the way its consumed. Thats how the bowls became an integral element of the image composition. Combined with the Indian motif to compliment it, Pineapple ensured the right target group was captivated with the right message.