Airpops is a new range of crisps aimed at families and young children. These crisps aren't cooked in oil but are 'popped' under extreme high pressure and temperature, thus containing nearly 70% less fat than traditional crisps.
Shortly after their launch in the USA, popped crisps became a big hit. Since Belgian crisp lovers also wanted their version, Croky took action. They didn't just want to copy those American crisps, they wanted to offer a version properly fitted for Belgian and Dutch consumers. Adapted to their needs and taste. After many try-outs, tests and further optimizations, the product was ready to market and needed proper backing: name, introduction campaign, packaging, POS,… everything from A to Z, apart from the crisps.
What we did.
We worked on different aspects:
- We came up with the name and a suitable look and feel for this name
- Packaging for the three different tastes, taking the values 'fun, family and parrot' into account
- Communication via TV commercial and pr approach
- Material to fully support the product on the point of sales
The product launch was a succes in Belgium and the Netherlands. It was well received by both consumers and distributors.