It’s No Picnic

Background

In Australia, a Picnic chocolate bar is known for being a nutty, chewy mouthful. It’s generally eaten by slightly older males (25-35). The objective was to get a younger market to consider the product (16-22). They knew about the bar, they just weren’t eating it.

Young Aussie males think they’re pretty tough. So they were challenged to finish a Picnic in the space of a TV spot. It couldn’t be that hard, right?

The lbranded thought, IT'S NO PICNIC, set up the idea and the challenge.