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Mars

Situation

World of Grains, a healthy, whole grain cookie conceived by Mars, was a bit of an anomaly in the cookie aisle, where far more indulgent alternatives flourished.

Insight

Awakening Consumers are nutritionally aware, and 3 times more* likely to purchase organic food, but they are also very busy, and often have to sacrifice nutrition for convenience.

Solution

We positioned the cookie not as something for a “me moment,” rather something for “me in the moment.” We gave our little cookie a personality that reflects its target: playful, busy, clever and wholesome.

+75% brand awareness.
+150% sales volume.