RITZ Crackers Korea _ "A to RitZ"
In Korea, Ritz Crackers has targeted a different demographic compared to other markets, focusing on communicating and appealing to young women rather than families abroad.
Ritz Crackers has recently introduced an updated global guideline to various markets, emphasizing the core message of "Welcome." Given that the message and brand values differ significantly from what the brand has done in Korea, the client requested for a "soft rollout/landing" in 2024, gradually expanding the "Welcome" message.
With this brief in mind, we created the final commercial "A to RitZ," which showcases everyday situations featuring Ritz Crackers.
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Here is a honorable idea that unfortunately didn't get to see the light.
These concept wasn't presented to the client, as others felt they were quite different from what Ritz Crackers Korea has done in the past. However, I am very proud of this idea and would like to share it here.
These concept wasn't presented to the client, as others felt they were quite different from what Ritz Crackers Korea has done in the past. However, I am very proud of this idea and would like to share it here.
I wanted to explore the insight that Koreans tend to be reserved, not smiling or talking to strangers. Additionally many people struggle to find topics of conversations when meeting someone new, leading to uncomfortable "awkward silences"
I wanted Ritz Crackers to play a roll as an icebreaker, Ritz Breaker, helping people to connect with others. This concept could embrace Ritz's "Welcome" message, giving a playful nudge for people seeking connections.
"Ritz Breaker" would involve creating a card game that incorporates Ritz Crackers, and feature light-hearted questions designed to make people smile.
Let's break those awkward moments with Ritz Crackers!
Each card in the game corresponds to a number of Ritz Crackers, representing the score and the number of Ritz Crackers the person can enjoy. Players earn points based on their answers, and the game concludes once a box of Ritz Crackers (usually containing 26 crackers) is emptied.
The concept can be executed across various media platforms, including digital films(or TVC), OOH, a microsite where the card with Ritz Crackers can be purchased, and more. I believe the witty and quirky questions on the cards can promote the brand value of "Welcome" in a playful manner, appealing to a wider range of demographics.
The TVC/Digital film could feature 2-3 individuals meeting for the first time, highlighting the awkward moments between them, and the progression of their relationship as they play the "Ritz Breaker" while enjoying buttery goodness Ritz Crackers offer.
OOH and social media posts could showcase visuals of a few cards that are cheeky and playful. Highlighting the fun nature of Ritz Crackers and raising awareness or Ritz Crackers' new campaign with a possibility of interactive elements being incorporated into the OOH.
This concept has potential to increase sales, popularity of the brand, making Ritz Crackers more relevant. It could also leverage the high interest of branded merchandise in South Korea.
