ROLD GOLD

(Consumer Research & Creative Strategy)

The Task:

1. Dive into a niche subculture and become an expert on its audience.

2. Craft a creative brief for Rold Gold to appeal to this subculture.

Consumer Research Findings:

The Brief:

The Client: Rold Gold is a well-established pretzel brand offering convenient, portioned snacks known for their consistent quality and lighter profile compared to traditional chips.

Goal: Position Rold Gold as the go to snack for a rave

Target: 21 - 50 Year old Dedicated Ravers who are Community-driven. They are consistent participants in the rave scene who use these events as a way to disconnect from daily responsibilities and reset mentally. They value the environment for its sense of shared experience, seeking out music-driven spaces where they can feel present, socially connected, and temporarily removed from their routines.

Consumer Problem: Ravers need a quick and easy way to recharge without interrupting their night.

Insight: Ravers go for the music but stay for the people. 

Key message: Stay on the dance floor with Rold Gold.

Desired Action: Think Rold Gold pretzels are a must-have snack at raves and bring Rold Gold to their next rave.