1. feelinks
Creative
Brief
Background
Michel et Augustin is a brand who makes biscuits and dairy products. The products are all
made with natural ingredients, and proud themselves in their good, original taste.
The brand is usually priced higher than its competition.
The packaging is usually rather small, privileging individual portions, rather than multi-
packs.
From a distribution point of view, it is sometimes difficult to find Michel et Augustin’s
products in the stores. As the same brand is used for a variety of products (biscuits,
cookies, dairy products, salted biscuits...), it makes sense for these products to be grouped
together in the stores, which is not often the case.
The brand enjoys a devoted community, built around its values.
Brand communications objective
The brand is well-liked amongst “bobos”, but it needs to address a larger market.
target
The target is between 25 and 45 years old. They are CSP+, and they enjoy eating good
products, made from natural ingredients.
strategic insight
Today’s society sucks (crisis, unemployment...). People in the target want to be
remembered of a better time, their childhood, to evade today’s life for a moment.
current perception
Michel et Augustin is a good product, with a good taste, that most people in the target do
not buy because they do not know it, and because it is expensive.

2. desired perception
Michel et Augustin is the little pleasure that will bring you back to childhood.
creative strategy
“C’est l’heure de la récré”
support
M&A make products that people mostly buy for themselves (small packaging / individual
portions). They are a little expensive, but they are good. They are “little pleasures”.
When we were kids, we used to have one of these “little pleasures” on a daily basis: the
“goûter” we had during “la récré”.
Driven by the expansion of snacking, we want to make M&A the brand of choice among
our target, for a daily snack that will bring back good old memories.
brand personality
Childish, plays games, draws. “Grand enfant”.
Song J’ai dix ans from Alain Souchon