Agency: | Author: Belinda Starling |
Mellow Birds - Murdering the ads that made you smile
SUMMARY
Mellow Birds was having a confidence crisis. For the client, Kraft Jacobs Suchard, the agency who inherited it, and for the consumer, it was a bit of a laughing stock. Planning did what all good Planning is meant to do to solve such problems: it got to a real understanding of the consumer which led to a simple, actionable creative brief, and turned around the way the client and agency felt about the brand too. How it got there, however, was not by doing...