JORDANS CLUSTER BITES GIVE TEENS THE ‘ENERGY TO LIVE BIG’
Jordans Cereals was born in 1972 when brothers Bill and David introduced Britain to the wholesome goodness of granola. Since the original success of their ‘Crunchy G’ oat granola, they’ve built the Jordans Cereals brand on the back of a continued commitment to sourcing only the highest quality, deliciously tasty fruits, nuts, and seeds. Jordans remains family-owned and continues to operate with a dedication to conservation and supporting local farmers that have been recognised with numerous awards.
Jordans recognised that in order to grow, they required more than simple line extensions which were essentially one-in-one-out propositions. Jordans identified that the biggest opportunity for organic growth was through an extension of their footprint into new segments targeting new consumers and new occasions. Namely, they aspired to become category disruptors by creating a ‘game-changing’ cereal for Australian teenagers that would become Jordans Cluster Bites.
Upon analysing the competitive environment, Davidson identified that the Australian cereal category caters to teenage segments with products that sit between highly-sugared kids’ cereals and mainstream, everyday staples. As competitors used dated designs and typography with masculine sports imagery, we identified the opportunity for Jordans Cluster Bites to stand out in a crowded yet predictable category by communicating values of health, great taste, fun, and freedom.
Davidson ran co-creation sessions with teens that were key to the success of this project. This consumer research informed the naming, packaging design, and positioning, ‘Energy to Live Big’ – which speaks to both busy teens and the parents that buy their cereal. Collaborating with teens on this project ensured that the end product would resonate with our notoriously discerning target audience. Our research revealed that rather than sport, music and art were teenagers favourite pastimes. This informed the street-art inspired Cluster Bite illustrations, which are fun, quirky, and irreverent in tone. By complementing this with a teen-inspired tone of voice applied consistently throughout the packaging, we imbued Cluster Bites with their own authentically cheeky brand personality – e.g. labelling the nutritional information ‘boring bits’ and including ‘when to eat me’ guidelines. From visual devices to tone of voice, we appealed to the teenage tendency to snack throughout the day by communicating that Cluster Bites aren’t just your typical breakfast cereal – they’re a fun and healthy snack choice.
Through focused strategy and design, Davidson and Jordans created a range that transcends the breakfast occasion to become a fun, teen-oriented cereal for all times of the day. The new Cluster Bites range and packaging appeal to an untapped consumer segment, positioning Jordans for growth into the future.
“Newly ranged in Woolworths since March, Cluster Bites is the first new news in years in a mature and tired fixture targeting the teen market.”
Julie Ahern, Marketing Manager.