For our capstone project, we were given the option to select a brand that we thought had potential for improvement in marketing their products. In this case, my team and I selected Pepperidge Farm. They are specially known for their Goldfish® Crackers and selection of breads; however, we thought their product line of cookies has not been quite as sucessful as their other products.

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Through our market research, in depth interviews, surveys and focus groups, we learned that most people recall Pepperidge Farm to be a timeless and classic brand, but most participants don't associate it with cookies. Furthermore, there was a percieved misconception between the packaging and the cookies iteself. The biggest insight was the ability sample different cookies since they offer over 50 different flavors to choose from and most people usually go for the Milano or the Pirouette. 

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Our campaign tagline was "Savor the Flavors" giving consumers the ability to try all of the cookies that best fit their taste preferences. Our campaign's target audience was Millennial woman ages 24-35 since most people in this demographic feel the guilt to indulge sweet treats. With that in mind, our creative approach focused on higlighting the most popular Pepperidge Farm cookies to create brand awareness and showcase their flavors individually. Women can enjoy each Pepperidge Farm cookie bite as one of the simple pleasures of life.