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2. Kronjäst
July 2008

3. Business objective.

4. Sell it + build the brand.

5. Insights

6. Category insight

7. People love pastries!

8. They like to enjoy them...

9. … as well as
making them.

10. Consumer insight

11. People love babies!

12. They enjoy showing and watching them...

13. … as well as making them.

14. Kronjäst Brand Positioning

15. Functional
Rational
Abstract
Emotional

16. Functional
Rational
Abstract
Emotional
Our brand positioning
“The fun of making”
“The enjoyment
of consuming”

17. Kronjäst Brand Statement

18. Kronjäst delivers the functional fun of
usage as well as the enjoyment of end-
product consumption.

19. Kronjäst Benefit Hiearchy

20. PRODUCT FEATURES
PRODUCT BENEFIT
CONSUMER BENEFIT
EMOTIONAL BENEFIT
Great end-results
Core ingredient in baking
Fun of making
Enjoyment
of pro-creation

21. Kronjäst Brand Concept

22. “Family fun”

23. Creative execution

24. Advertising tonality

25. Cheeky cleverness

26. Logic

27. Eating
Sex
“Bulle i ugnen”
Babies
Baking
Fun of making + great end-results
Fun of making + great end-results

28. Print idea