Project Details
| Project Timeline: | The project ran for 1 month and 1 day closing on June 22nd, 2008 |
| Award: | $2,500 |
The client's request
The Snikiddies (Summer, Duke, Chi, Maria, Max and Buzz) are to be the voice of the Snikiddy Brand. As one of the first steps in this process, we are looking to bring voice and movement to each character and their bios/personalities. To date, bios have been developed, and the characters are represented on our product packaging and our website in 2 dimensions. Although the bio's are relatively specific, creators should feel free to build on those ideas or take them in new/creative directions, keeping in mind that the mothers are the primary audience (_so appropriate adult humor is appreciated_).
It is time for the Snikiddies to come to life for future communication and brand development. The first step in this process is to have each animated kid introduce themselves.
Final Deliverable will be six 10-15 second animated clips, one for each character, of the characters introducing themselves. (_Read the "Guidelines": participants will be narrowed down to approximately 5 submittors in an initial round based upon character sketches._)
_Snikiddy will actively work to develop future animations, and looks forward to cultivating working relationship with the selected creator and or runners up._
Creators interested in participating should e-mail character sketches for all 6 characters by Wednesday June 4th to: Snikiddies@GeniusRocket.com.
Emphasis will be placed on the creator's ability to recreate the exact characters, however, creators may include initial thoughts around their animation plans for each character.
Please read the "Submission Guidelines"
Project objectives
Introduce the Snikiddies as individual kids to begin supporting the Snikiddy brand values and voice. The Snikiddies (Summer, Duke, Chi, Maria, Max and Buzz) are the fun, engaging voice of the Snikiddy Brand. The group represents an aspirational, yet accessible touchstone for today’s kids. All very active and adventurous, these kids thrive on the outdoors where their imagination is most vibrant. Not to be underestimated, the kids clearly grasp the understanding of simple, healthy foods, and organic foods quite simply make sense to them. They don’t see why or how it should be any other way. We all admire their idealized frame of reference and strive to see things through their eyes. These kids are the masters of wanting it all and defining what food should be: it must taste great while being both healthy for them and good for the world as a whole. Most importantly, each and every member of the Snikiddies is a kid and only a kid, which is celebrated and revered above all else. Within this RFB, no products or communication including Snikiddy actual products should be included. This is to enhance the brand through the Kid’s personalities, not to be construed as a product advertisement.
Brand Positioning
Healthy, organic, convenient foods for kids and families. Healthy – A lifestyle, and product formulation
Clean (ingredients simple and understandable)
Absence of Negatives (trans fat, preservatives, additives, etc.)
Lower in Fat – than conventional alternatives
Lower in Sugar – than conventional alternatives
Lower in Sodium – than conventional alternatives
Meets Federal/Education/Regulatory Standards for ‘healthy’ – SB12, My pyramid
Organic – Certified with the USDA seal
Convenient – One step, portable, on-the-go
Brand Character
Snikiddy, and the Snikiddies, are fun, adventurous Personality
Adventurous
Imaginative
Creative/Artistic
Play
Inquisitive/Learning
Giving-Back
Philanthropic
Kids helping Kids (globally)
Environment
Community Conscious
Environmentally Conscious
Interaction with Others
Family oriented
Inclusive (not cliquey)
Thoughtful/Caring
Polite/Mannerly
Target Market
Primary: Moms (the ‘cross-over’ yoga/soccer mom)
Information seeker (but through mainstream sources)
Conscious effort to seek out ‘better’ products/alternatives
Want to give kids ‘better than I grew up with’ (grew up with conventional products)
Busy, busy...still make trade-offs to make life manageable (convenience)
Multi-channel (conventional/organic) shoppers
Indulgence is ok within larger healthy lifestyle
Image oriented with a hip self perception
‘Cross-over’ influencer.
Community and environmentally conscious (high on the ‘belief’ spectrum, medium on the ‘action’ spectrum).
These moms are not: the activist, the exclusive organic shopper. Secondary: Kids 3-12 (3-7 and 8-12)
Kids 3-7: attracted to fun, colorful, kid-oriented, recognizable products, still follow Mom’s lead.
Kids 8-12: must be relevant to the things/activities they like, the cool factor/little teenagers, want to make own decisions.
Some background
The Snikiddy Snacks Brand, along with the Snikiddies, is an exciting, trusted voice delivering quality, organic products that will ultimately address all snacking occasions. The Snikiddy brand is not defined simply by a single product/category as virtually all new brand introductions are, but rather it is designed to address the multitude of snacking and convenience needs of today’s consumer.
From inception, Snikiddy Snacks has developed a platform to address healthy, organic trade-up opportunities (e.g. Cheetos to Snikiddy Snacks, Grilled Cheese Puffs) across a broad array of food and snack categories.
Through the Brand name and consumer target, Snikiddy Snacks is to be built as a brand franchise, not defined by name as a single product/brand.
With the introduction of its first two product categories (Cookies and Cheese Puffs), the Brand immediately establishes itself in multiple categories.
The Snikiddy brand will continue to expand in various Snacking Categories beyond the initial Cookies and Cheese Puffs.
Products
Currently launched in two categories, Snikiddy Snacks is establishing the Brand in both Salty Snacks and Sweet Snacks. Salty Snacks Cheese Puffs – Grilled Cheese Puffs, Rockin’ Ranch Puffs, Pizza Pie Puffs.
Certified Organic (the only Certified Organic puffs in the market).
Gluten Free
No Trans Fats
No Preservatives
No Hydrogenated Oils
Kosher
No GMOs
Sweet Snacks Cookies – Chocolate Chippers, Banana Nibbles, Cherry Oaties.
Certified Organic
Low in Sugar
No Trans Fats
No Preservatives
No Hydrogenated Oils
No Corn Syrup
Kosher
No GMOs
Client preferences
Submissions Must have- Nothing Specified
- Nothing Specified
- Nothing Specified
Project Resources
