Not too long ago I wrote a brand brief for a young woman with an artisanal cookie company. The company will remain nameless since every brand strategy is a business-winning pursuit. Part of the promise of these absolutely delicious cookies is their all natural ingredients. No preservatives. No additives for color or taste…just natural stuff, sourced from wholesome places.
One of the negatives associated with all natural though, especially when it comes to cookies and other baked goods, is that they tend toward the dry. After years of those foil-wrappered rectangular health bars, many people get a dry-mouth reflex just thinking about health bars. So one of the planks for this brand of cookies is moisture. It’s as much a visual plank as a message plank. If a hand held cookie isn’t flexing in a picture (drooping wouldn’t be good), it should not be shown. If a paragraph of copy block doesn’t include a reference to the science of moisture, usually tied to coconut oil, the next one should.
Brand plan planks can take on many forms and “moisture” isn’t one P&G might use, but in this category it’s a context breaker. To my cookie making friend I say “keep those natural cookies pristine and tasty – and make sure your art and copy teams stay away from all things dry.” Humor excluded. And please remember cookie responsibly. Peace.