Relaunch Pitatakia as a “healthy cool” snack.
First we had to define our target audience. We decided to focus on youngsters 25+ who tend to care more about nutritional facts and seemed more appropriate receivers for our message. Then we had to find a way to promise the nutritional benefit in a cool way. So we came up with the “Snack you trust” strategy which located Pitatakia directly to the snacking sector, and defined it as a healthy snack at the same time. Inspired by the old time classic “Airplane” movie of the 80s we present a surreal case of emergency where the guy eating Pitatakia is the only one that can be trusted to safely fly the airplane.