Project presentation for the Brand Management course at SSE, MSc. in Marketing and Media.

1. Consumer Co-creation

3. What to do and how?
• Call for consumers to create “artwork”
based on food.
• Micro-site targeted to loyal customers to
create a community

4. What to do and how?
• Once becoming a community member,
consumers can submit, view and rate all
artwork on the micro-site.
• The top 20 will be featured on the food
boxes and the creators will be recognized.

5. Creating Awareness
• Print advertisements at POS locations, e.g.
inside stores and beside freezers
• Announcement on the website
• Initial arousal of interest through “sample
art” on the box with information on the back

6. What’s in it for them?
• Community feeling
• Satisfaction of creating art; fun activity
• Sense of accomplishment, if artwork makes
it on the package

7. Time Horizon
• Community has a long-term focus
• Open to suggestions about future
challenges
• Goal is to evoke open dialogue and expand
brand associations in the long run

8. Thank you.