Selling a hug in a mug
Mug Shot, owned by Symington’s, is a range of healthy and convenient hot snacks and soups, designed to fuel healthy appetites. New players had entered the market with exciting Asian-inspired flavours, and Mug Shot needed to re-engage its existing (and potential) consumers with its own taste credentials. Symington’s asked us to reposition the brand from a ‘better for you’ low calorie snack to a deliciously satisfying mugful for every day snackers.
Consumer research showed that across both buyers and non-buyers people really related to the moment of eating a hot snack out of a mug – there’s something about it that’s comforting and good for the soul – and it was this that led to the brand positioning of ‘Comforting Moments’. Mug Shot isn’t trying to be a foodie brand; just great tasting, warming food with comforting familiar flavours.
We really wanted Mug Shot to connect emotionally, so we introduced a bold aroma device to capture that comforting moment in time that everyone can enjoy. It also nicely brings the brand mark together with the food photography, which we switched to a top-down shot to really highlight the food and flavour credentials that consumers are looking for.
Mug Shot’s new bold and iconic look, complete with a more natural and toned-down colour scheme, now has broader appeal. In fact, initial feedback from consumers shows that the new navigation system has made it easier to identify different flavours and ingredients. And rather importantly, purchase intent has risen by 6ppts to 71% versus the old design.