decadence | StrategyCurt Chapkowski, Keely Galgano, Kristie Jackson, Mo Lockard, Kagan McSpadden, & Kathryn Stern
problems
struggling with retail presence
issues with package design and point of purchase confusion
the ‘entertaining’ market is too crowded
objective
revamp the “Savory Cheesecake”
objective
revamp the “Savory Cheesecake”
give Decadence a new meaning for a new target
a-ha moment
the kitchen is today’s man’s garage
the manfluencers
Responsible for at least half of household’s grocery
shopping and meal preparation
Between 24 and 49 years old, married or single, with household incomes of over
$50,000
Currently believe marketers are missing the mark or
altogether ignoring them as an audience
survey results from Midas Media place 47% of American men in this audience
the manfluencers
Responsible for at least half of household’s grocery
shopping and meal preparation
Between 24 and 49 years old, married or single, with household incomes of over
$50,000
Currently believe marketers are missing the mark or
altogether ignoring them as an audience
survey results from Midas Media place 47% of American men in this audience
that’s 73 million manfluencers
(and 78,000* in RVA alone)Source: Scarborough Research based on Richmond DMA
Meet rhett
decides to go to the
store
sleeps
lunch
commutes home
commutes to work
preps dinner
evening plans
ready for bed
checks phone
ready for work
chats withcolleagues
morning break: reads online, chats
work
work
afternoon break: reads online, chats
makes evening plans
We know that Decadence can get friendly with crackers; but it has culinary possibilities galore.
what are we to them?
We know that crackers; but it has culinary possibilities galore.
what are we to them?
Be the man’s cooking companion — a guide that helps him experiment and “win” in the kitchen.
stage 1 | motivation pain point: need to shop for the week, but Ashlyn and I can never decide what to eatfeeling: indecisive
stage 2 | research"pain point: what am i going to make?feeling: hopeful
stage 3 | arrival at store pain point: short on timefeeling: slightly rushed
stage 4 | finding products pain point: what’s the best cut of meat I can get today? what pairs well with it?feeling: inquisitive
stage 5 | purchase pain point: this sounds great, but will it be worth $6? feeling: eager
stage 6 | use pain point: is the product versatile enough? feeling: encouraged
stage 7 | reflection pain point: was the product worth what I paid?feeling: sharing
rhett’s journey
adapting to the target
Savory Cheesecake
Finishing Spread
New Flavors
Brandy Brown Sugar
Pairs Well With
!Rosemary Lemon
!Jerky Pepper Jack
adapting to the target
4 oz. single serve containers 8 oz. family size for all flavors
Sizes
$5.50 for 4 oz. Pricing
$9.50 for 8 oz.
retail map
Near Future Targets
Ideal Future Targets
thank you