“Great taste, bud”
Marshmallows are one thing here in benighted Blighty but they’re something else entirely in the good ole’ US of A as anyone who’s sat around a campfire in the wilds of Oregon would testify! The fact is, across the pond, these squidgy little pillows of plumptiousness are held in high esteem, whether toasted on the aforementioned Oregon campfire or not. So how to bridge the gap (or, for that matter, the pond) and get us oh-so- set-in-our-ways Brits to appreciate that marshmallows really can be more (and indeed smore!) than we bargained for?
Americana was an obvious starting point. Marshmallows are as American as mom’s apple pie. And yet, notoriously, while Americans might be able to boast great taste buds, bud, they can also be somewhat lacking in the irony gene. So the task involved creating an American identity which would both appeal to Brit sensibilities and deliver the taste cues that make the marshmallow such a US institution. Our positioning for the brand, therefore: ‘Great taste, bud’ set out to deliver the message of great American taste with just a sliver of tongue-firmly-in-cheek British humour.
To bring this proposition to life visually, we created a family of ‘taste bud’ characters bedecked as for a drum-thumping razzamatazz-packed 4th July Independence Day parade in the colours of Old Glory. These characters then appeared in different guises: at parties, barbecues and in seasonal settings for Christmas, Easter and, of course, at the big American shebangs of Thanksgiving and Halloween!