THAT QUESTION INSPIRED US TO DROP A JOKE-PACKED, GENRE-BENDING SNACK COLLECTION IN STORES AND ONLINE
YOUR CHILDHOOD REMIXED INTO A YUMMY FUN FEST FOR YOUR FAVORITE CHILD
THE PERFECT answer to A STALE AND FUSSY CATEGORY
RETHINKING A CATEGORY
For the last decade, dog treat brands have chased human nutrition and CPG trends, competing against each other with the same strategies and claims. The retail aisles are a sea of same.
We’d built the BARK brand on re-inventing the world of dog toys by adding sharp humor and storytelling and turning toys into a relevant lifestyle category.
COULD WE DO THE SAME FOR TREATS?
(YES. THAT WAS RHETORICAL.)
A WORLD OF NOSTALGIC SNACK PARODIES
INSPIRED BY CHILDHOOD FOR DOG MOMS AND DADS
I was tasked with inventing a one-of-a-kind parody collection of real snack products for BARK’s first retail treat collection in years.
Taking inspiration from sugar cereal packaging and popular snack mascots, I began to develop the concepts and characters needed to deliver some delicious nostalgia.
RIDICULOUS CHARACTERS & EXTREME ATTENTION TO DETAIL
Developing a series of real fake cereal products complete with nuanced characters was deeply satisfying, but took an extraordinary amount of focused creativity.
When we got started, some things were absolutely clear: the characters, the packaging and the treats inside all needed to be truly special.
While the product development team worked on recipes and form factors, I started working on the characters and product names with my copy, illustration and packaging leads.
THE SURPRISE INSIDE
I worked tirelessly to bring the promise of this little badge to life for customers. I knew it could be a fun and simple marketing hook that could incentivize trial and repeat purchases.
Within our strict budget constraints, I found ways to develop branded game experiences as digital prizes to offset the cost of our free product giveaways.
AND SURPRISES OUTSIDE
We loved sneaking hidden jokes and easter eggs on our packaging. Bringing that to a snack/cereal parody collection felt right.
All the packs have character jokes, product details and activitites on the back, just like the sugar cereal boxes we grew up on.
INTRODUCING
THE SNACK PACK
Goober B. Nutty
Lucky McDuck
Hunk Stickman
Tooty the Toot
Jim Sock
Old Goldy
SELLING IT TO STORES & CONSUMERS
SELLING THE VISION
Together with the sales and marketing strategy leads, I pitched the collection to our two dream retail partners, Target and PetSmart. They both made big commitments, including a set of limited-edition toys of our new mascot characters.
ENGAGING CUSTOMERS
Without a doubt, these new characters needed to live large IRL. We designed these first costumes to allow us to produce live events in stores and give endless fodder to BARK’s insane social media squad.
This was one of the easiest of the thousands of calls I made while bringing this collection to life. The moment the characters were perfect, I started looking for a custom mascot walkaround partner.
Let me know if you wanna hear more!