I was asked to participate in a brainstorming session at Kraft headquarters. The challenge to be solved: Jell-O was not being used as an after school snack.

Phenomenal consumer insights generated by Kraft and their partners had determined that Jell-O was getting great use for 2 of the 3 kids and youth snacking occasions: lunch and evening. But it was not seen as a great after school snack because more portable snack alternatives had emerged in the market.

FX Creative brought 5 ideas to the table and all 5 went on for consumer testing; a great result. I am showing you the ones I personally came up with here. Graphic design support was provided by George Leon, and creative was overseen by Daniel Freitas.


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