Case Study

Măgura Ușoară / The ultimate "light" cake

Visual identity Package design Creative concept

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Context
In the context of the spectacular growth experienced by the sponge cake category during the last few years,
and despite competitors’ intense marketing activities, Măgura managed to preserve its leading position.
Following the growth rate of the “unglazed” product version and anticipating the consolidation trend of this
market, Cadbury Romania decided to further strengthen Măgura market position by introducing new SKUs,
which would represent the direct competition for the “unglazed” cakes of 7Days. BrandTailors, based on
long-lasting partnership for brand consultancy services with Cadbury, was commissioned to redefine Măgura’s
brand architecture and create a denominator for the new product line extension, and further on develop the
package design solution. Simultaneously, BrandTailors’ team was requested to pitch for trade launching creative
concept and development of point-of-sale materials.

Solution
In order to identify most relevant consumer benefits of this product, a qualitative market research was
commissioned. As a result of the consumer research, BrandTailors’ consultants turned their attention to the new
product recipe, which was identified as the most appropriate reason-to-believe for a “light” snack; the
combination of puffy dough, refreshing yoghurt cream and sour fruit jelly would make out of “unglazed” cake
the most gentle Măgura. The denominator solution of this product assortment – “Ușoară” (geltle) - thus
manages to avoid the negative associations which could result from the use of the word “unglazed”, which could
suggest the absence of an ingredient.

The package design blends well with the previously (2007) developed graphic system. The differentiation
results from the background colour code selected for the new product line extension - lilac, as opposed to the
dark brown of “Măgura Amăruie” (dark chocolate graze) or to the pure white of “Măgura Clasică” (milk

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chocolate glaze).

During product’s store activation concept development process, whose objective was to generate a high trial
level of the two new assortments of Măgura Ușoară (wild strawberry and sour cherry), BrandTailors consultants
relied on the most important attribute of the product – a recipe maintaining a perfect balance between dough,
yoghurt cream filling and fruit jelly.

As for the development of the POSMs, we went beyond the

dramatisation of the denominator “ușoară” and we developed a
key visual originated in the product itself - the “perfect balance”
between the three ingredients, further on enforcing Măgura’
Diana Papuc
promise - the ultimate cake. Graphic Designer

Being named “the perfect equilibrium”, the trade activation concept plays upon a consumer insight, according
to which “there are moments when you are in the mood for something good, but you don’t know what exactly”,
thus conveying the message that Măgura Ușoară, with its sweet-and-sour, refreshing taste is the perfect choice
for those moments when you don’t know what to pick. The trade activation concept was developed for a wide
range of specific materials, such as posters, stand, shelf liner, wobblers, gift box and other types of displays.

Contribution
Brand architecture and brand strategy - Beatrice Daniş
Creative concept - Diana Papuc, Alina Crangă
Package design and trade materials development - Diana Papuc
Project management - Alina Crangă
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in October 2009.

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