Brand Challenge

Duncan Hines wanted to extend into the value segment with a new usage occasion, snacking. The new line’s packaging had to attract the cost-conscious consumer while reinforcing the brand’s taste appeal, indulgence and high quality.

Compelling Results

• Our extension strategy maximizes brand equity to reinforce trusted, premium experience
• Outstanding photography conveys “tasty indulgence” while compelling communication promotes a new usage occasion
• Our packaging strategy is a flexible platform for future value line expansion