Critical analysis/Creative Rationale - Animal Crackers

Product: Animal Crackers, Gourmet.

Initial thinking and emotions: These are animal shaped crackers......how serious can they be? They should be fun to eat. Kids want to eat them, moms don't mind because they are a healthier option than cookies. Gourmet Animal Crackers could be marketed to an entirely different clientele. Perhaps one that is potty trained?

Target Market: 25-35 trendy people. Who like to throw cocktail parties.

Winning Attributes that set this product apart are: These aren't ordinary animal crackers, these are Gourmet Animal Crackers. They are sophisticated but fun at the same time!

Key Challenges. Barriers to Buying in: "Animal Crackers are for children not adults". "They don't have a sophisticated taste". You can't put any topping on it. ei) cheese, pate ect.

Project Goals: Market to an older audience, rather than children. Position Gourmet Animal Crackers as a must have at any cocktail party to lighten the mood. Have some fun again, like when you used to play with your food. Only this time mom won't get mad at you for doing so. The package design should look 'gourmet' but also be a little quirky and fun.