The strength of C&M Branding lies in it’s ‘barcode’ stripes which need to be retained and ideally more prominent, by reducing the number of assets and messages which were not remembered by shoppers. Additionally, we found a number of C&M shoppers couldn’t correctly type the name from memory.

Crosta & Mollica, armed with this information, refreshed the brand identity, including the packaging, to keep the stripes prominent and make the name easier to notice and remember. The brand also removed the ampersand from both the logo and name, evolving simply to Crosta Mollica.

“One of the primary objectives of undergoing such a momentous brand refresh is to make the name more memorable – we want to be more than ‘the one with the stripes’.”

David Milner, Executive Chairman

Ahead of pack design refresh and communications development, Kettle Chips commissioned Bamboozled to quantitatively and objectively evaluate the strength of their Distinctive Brand Assets.

A lot! A good deal of which was contrary to some popular internally held beliefs and perspectives of their design agency. In particular the strength of the “K” typeface used on pack and the role the ‘stirrer dude’ plays in enhancing uniqueness. Prior to this research, both of these elements had been ‘on the chopping block’

“Bamboozled BDA testing provided objectivity over what assets to feature in our communications, particularly TV & Point of sale.  There were 3 actions taken

• We now understand the importance of Typeface – which we are quickly closing down
• We also understand which assets have potential e.g. Stirring dude. We have not only retained Stirring Dude but have also emphasized on pack design.
• The study also helped us identify DBA gaps such as “sound” which are being actively worked into the next creative development process. ”

Daniel Barnston, Head of Category & Insight at Kettle Chips

Ahead of brand strategy development, Crosta & Mollica commissioned Bamboozled to quantitatively and objectively evaluate the strength of their brand relative to competition in 2 categories – Pizza and Desserts

We identified 5 eye opening barriers to Crosta & Mollica growth which, among other things, have helped support the case for a broad reach marketing.

“The debrief has had a seismic impact across the entire business, with
clear recommendations, rooted in robust marketing theory. The process was extremely clear and the delivery was best in class ”

Dean Lavender, Head of Brand at Crosta & Mollica