Creating the Story of Funables
The Challenge
Ferrara wanted to reinvigorate a newly acquired fruit snack brand.
Our challenge was three-fold:
1. Create a name and brand with meaning and growth opportunity.
2. Develop a creative platform and tagline to express the value proposition that would appeal to our target consumer: parents!
3. Launch with a big moment to drive awareness, consideration, and ultimately sales.
The Insight
In 2021, families were preparing for a ‘renaissance of play’ as parents were taking on more responsibilities as at-home educators and playtime became interspersed with learning.
The Solution
So we created…Funables!
With playful shapes, bright colors, and games on the packaging, the product is inherently fun—so we landed on a new name to celebrate that, making snack time synonymous with play time.
To launch, we wanted to find the most playful way to tell the Funables story.
So, we turned to the real experts of fun—kids—and asked them to imagine how Funables was created while artist Nadia Maneechote captured their tall tales through whimsical illustrations.
Thanks to their wonderful imaginations, the Funables launch story features a mad scientist, unicorns, princesses, and a number of... aliens.
Then we shared our story with the world.
CUSTOM CONTENT
A series of custom videos for our owned and paid channels.
INFLUENCER COLLAB
Ten creators showcased how Funables sparked play with their families, making snack time fun!
PAID MEDIA
Reach-driving tactics to build awareness amongst our audience.
Both parents and kids loved it.
The Results
- 68.1%Sales Growth — a whole lot more than the 7% Goal!
- 345MImpressions
- 43.6 %Overall Awareness vs. 35% Goal
- 82%Brand Recall vs. 78% Category Benchmark
Earning It
