This was a chocostick targeted to kids. We shifted logic around and moved the target age upwards to college students, and ensured it was made available at college canteens. This simple shift took sales numbers zooming upwards – and the communication was as zany, taking inspiration from trending humour, memes and crazy art styles – simply mad
Hell yeah! We had a lot of fun creating the feel and the merchandise for this place. And it shows. This isn’t a serious place to crack a deal. It’s a joint to come, let your hair down and reminisce about how Bangalore used to be a decent place to live in.
People come here for the great ambience and beers (and awesome food!) but we’re quite proud to say they go back home with a piece of smuggled stuff – either a coaster or a poster. We’re now making it easier for them: most creative is now up for merchandise and you can buy stuff to take a piece of Toit back home with you.
Sugar Cheese crackers was a new launch from Gone Mad. Nothing mad about it unfortunately, except the mad way it flew off the shelves at its launch! Fryed designed the entire go-to-market strategy and communication for the launch.