For Snack Factory, we employed a blue ocean strategy: go where the other snacks and chips aren’t — the deli section. The snack aisle is a multi-colored circus of world-famous pretzels, chips, crackers, and all manner of beloved salty products and brands. While Pretzel Crisps truly had a unique selling proposition, that proposition was more sophisticated than the average snack product.
We positioned the brand and its products as deli snacks. They are more sophisticated — designed for dips, spreads, and to be put out “for company.” They’re a completely new twist on an old favorite. New twist, new aisle, new category. First we developed a new name: Pretzel Crisps. Simple, descriptive, and able to powerfully communicate the brand and product promise.
We developed a platform that communicated to the world that Pretzel Crisps are a snack for people with elevated tastes and more upscale occasions for use. We dressed the brand for success. Pinstripes. Script logo. We left behind the screaming oranges and reds of the snack aisle for cooler blues and greens. We communicated to the the world that Pretzel Crisps had something more to offer than the old snacks in the chip aisle. Every piece of communication, from the package to P.O.S. to sales materials, communicated the idea that Pretzel Crisps are the world’s first deli snack.