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The Case

When Tasty Baking Company, makers of TastyKake, wanted to launch a new mini cookie snack into the marketplace, they turned to Munroe Creative Partners to create irresistible packaging.
 

Our Approach

Seeking to make the most the well-loved TastyKake brand, Munroe first suggested that the name of the cookies be changed from “Tasty Cookies” to “Tasty Kookies”, allowing for the new product to truly feel like a part of the company’s branded offering. The revised name also served to give the new product a spark of fun and frivolity – an ideal attribute given the products target demographic. We worked with a photographer to shoot the new cookies from five different angels, allowing us to create an illusion of cookies speeding toward the purchaser creating a sense of futuristic dynamism and action.
 

The Result

Tasty Kookies was the first new product to be introduced by the company after Charles Pizzi took the helm of TastyKake as president and CEO. As such, the product launch was watched closely by investors and the media and was very well received – largely due to its success in the marketplace. The product packaging promoted and supported the claim that the cookies tasted “out of this world”. Additionally, the new product packaging helped inject some fresh excitement into the brand as a whole.