Brand : Dark Fantasy
Company : ITC
Brand Analysis : 529
Company : ITC
Brand Analysis : 529
Sunfeast Dark Fantasy is the story of a create which started its journeying equally a sub-brand as well as afterwards acquired the condition of a standalone brand. ITC forayed into the biscuit marketplace inwards 2003 as well as Sunfeast Dark Fantasy was launched inwards 2005. It was only after 4 years, that ITC idea of taking the create to the adjacent level.
Dark Fantasy's success tin last attributed to the careful exceptional amongst which the create was built yesteryear ITC. ITC took a gamble inwards positioning Dark Fantasy equally a premium biscuit brand. The premium infinite was vacant inwards the Indian marketplace as well as marketers was unsure how consumers would react to a premium biscuit offering.
To create this, Sunfeast tried to create the create amidst emotional platform taking on the suggestion of ' Indulgence'. So hither is a biscuit which would appeal to your sensuous self as well as cause got you lot through an experience of indulgence. It was a risky suggestion as well as ITC backed the subject through closed to heavy campaigns.
The create had the tagline " Pure Indulgence " when it was launched. The USP was the packaging. Dark Fantasy inwards a agency assured inwards a novel moving ridge of packaging inwards the biscuit market. The bold role of colors as well as calligraphy supplemented the brand's positioning equally a premium biscuit. Later the tagline was changed to " Escape into One ". Dark Fantasy had twin packaging - at that spot is an outer cardboard box as well as private choco fills had wrapper packaging. That gave the create a premium feel.
Watch the advertizing hither : Dark Fantasy
Rather than restricting itself equally a premium biscuit, Sunfeast Dark Fantasy tried to create a infinite for itself yesteryear launching a novel diversity called Choco fills. Choco Fills are essentially biscuits amongst chocolate filled inside. Although these types of biscuits were available, through smart packaging, Dark Fantasy brought lot of involvement into this category. Now choco-fills are really pop that competitors similar Parle had to launch a novel create inwards this category.
Buoyed amongst the client reply to Choco Fills, Sunfeast has extended this packaging strategy to its Cookie category yesteryear launching Delishus create of cookies.
Dark Fantasy tin last termed equally a packaging success story. The create has showcased the ability of packaging as well as its influence inwards the positioning as well as create image. Its non the start fourth dimension that ITC has leveraged the ability of packaging , it had tasted success inwards the FMCG category amongst Fiama as well as Vivel which differentiated through smart packaging..The success of Dark Fantasy has created a freshness moving ridge inwards the biscuit category amongst lot of colors as well as forms emerging from the leading brands. For consumers, shopping for biscuits is becoming a delightful experience.
Dark Fantasy tin last termed equally a packaging success story. The create has showcased the ability of packaging as well as its influence inwards the positioning as well as create image. Its non the start fourth dimension that ITC has leveraged the ability of packaging , it had tasted success inwards the FMCG category amongst Fiama as well as Vivel which differentiated through smart packaging..The success of Dark Fantasy has created a freshness moving ridge inwards the biscuit category amongst lot of colors as well as forms emerging from the leading brands. For consumers, shopping for biscuits is becoming a delightful experience.
