Background

Redesigned the package to target adults in their 30's and 40's with nostalgic appeal to expand BPP's fan base from the core junior and senior high school students to boost sales and generate talk value. The challenge was how to make the limited-edition revival of the annual bacon potato pie more newsworthy, and to further boost sales by targeting adults in their 30s and 40s, rather than the younger demographic of middle and high school students that had been cultivated in the past. One of the ways to do this was to come up with a package that would be talked about.

Describe the creative idea (40% of vote)

Included 90's pop culture design cues to remind the adult target of the bittersweet memories and BPP's taste they enjoyed back in the day. Times may change and life gets complicated, but BPP remains unchanged and familiar. In this age of rapid change, the taste has not changed since the 1990s. This is an undeniable value for adults who spent their youth in those days. We focused on that, and packed the package with all the culture of that time, to bring back the sweet and sour memories of those days, and the memories of this product. A total of nine different designs were developed to remind people of the sweet and sour memories of those days and the products they ate back then.

Describe the execution (40% of vote)

Total 9 variety of packaging design including: 01: Portable audible player with favorite playlist 02: 3-inch CD jacket 03: Karaoke screen 04: Popular 90’s Manga 05: Portable audio player 06: Disposable camera 07: Motifs of 90’s economic boom 08: Trendy TV dramas from 90’s 09: PURIKURA (face photo sticker) album

List the results (20% of vote)

Bacon Potato Pie achieved record-high unit sales! Total number of tweets: 109,993 (total during the promotion period)