introducing A New product concept

Around 2010, the Chef’n design team developed and introduced Cake Creatures, a simplistic egg-based cake design with arms and legs that allowed the customer’s imagination to make it into whatever they could dream up. The overall concept was derived from the popularity of cupcakes and small desserts that had become popular at the time with at-home bakers. Leveraging a full silicone baking form to create the unique shapes resulted in a high price point, especially compared to the low cost of paper muffin tins. Therefore, in order to build a story that positioned the product to be deserving of the high price point we did the following:

• Developed and launched it as a set with individual molds to be sold separately.

• Leveraged cookie cutter sales data from a national cookware company to inform the decorated designs shown on packaging and in marketing and advertising material to appeal to customers and their children.

• Requested that the food stylists were sure to not over-decorate or decorate the cake forms too professionally in order to ensure customers were not overwhelmed or intimated to be able to create something similar.

• Created visual content that suggested the molds could be used as cake toppers as opposed to an alternative to cupcakes

The product launched nationwide in numerous establish cookware and houseware retailers and received a lot of media and press because of the unique product and positioning we developed.