Monster
Munch
It's Monster!
Monster Munch, one of the favourite brands among children, called on Logic Design to strengthen its brand and its offer.
Thanks to its strong, essential assets, the iconic brand shines with its young audience.
So how can one of children’s favourite brands beef up its storytelling while retaining this target as long as possible – even when children are entering adolescence?
It was to answer this question that Monster Munch turned to Logic Design so that the agency could undertake exploratory work in connection with its current promise “Feeding children’s imagination”.
From then on, Logic Design supported the brand in a process that puts the consumer at the centre of this co-creation work. Consumer squares and Iterative Eye Tracking workshops with parents and children helped refine the story, strengthen its brand assets and accelerate product innovation.
This collaborative work gave us the opportunity to compare the expectations of parents and those of children.
What inspires them? What do they crave?
This instructive work provided the keys to understanding how to both:
1. Create a more aspirational story: a visual world that gently plays with fear
2. Think about a new unifying product concept for pre-teens
THE RESULT
A brand that capitalises on its strengths while succeeding in renewing itself with:
First, a classic Monster Munch range that retains its strong impact on the shelf and its aura with the very young and most nostalgic, thanks to powerful visual storytelling.
Then, the launch of a Crazy extension that respects the brand DNA while bringing something new and crispy sensations.
The Monster Munch brand has an impact on its public by referring, through its world, to notions of adventure, pleasure and memory.
The Crazy range then slipped into the top 4 rotations among the 2022 innovations* (* Nielsen HMSM – Ranking VMM UC – YTD P12 2022) and helped recruit 50% new Monster Munch buyers** (** Source: Catalina study – YTD September 22)
Monster Munch Crazy, primary contributor to the growth of the crisps segment. *
*Source :
Nielsen HMSM – CAM P2 2023 – Value Sales
