Mandy, our client, said, “Help us re-establish the nation’s favourite biscuit brand, extend our range, and retain our core value of mischief.”
We created an entirely new brand framework for this British institution, with extra cheeky, tasty snack appeal. Retaining the comic strip-inspired font, we added a heart to the Dodgers logo, and created the variant names, straplines and mischievous tone of voice. We also added a brand-specific GDA table. One of the biggest FMCG new product initiatives of 2011, Dodgers are now back at the top of the biscuit barrel.