Sunfeast Dark Fantasy: Escape at one

Brand: Dark fantasy
Company: ITC

Brand analysis: 529

Sunfeast Dark Fantasy is the story of a brand that started as a sub-brand and subsequently acquired the status of an independent brand. ITC dabbled in the market of biscuits in 2003 and dark fantasy Sunfeast was released in 2005. It was only after four years, that the ITC idea of bringing the next level mark.
Dark Fantasy success can be attributed to careful detail with which the brand was built by ITC. ITC took a risk in the positioning of dark fantasy as a premium biscuit brand. The upper space was vacant in the Indian and marketers market was sure would react to a cookie premium offers consumers. To do this, Sunfeast tried to build the brand between emotional platform in the 'Indulgence' proposal. So here is a cookie that appeal to your sensual self and will take you through an experience of indulgence. It was a risky proposition and ITC supported the theme through some heavy campaigns. Mark had the slogan "Indulgence" when it was launched. The USP is the packaging. Dark fantasy in a way that is guaranteed in a new wave of packaging in the market of biscuits. The bold use of colors and calligraphy supplemented the positioning as a premium cookie. Later the slogan was changed to "Escape into one". Dark Fantasy had double-bagged - there is a cardboard outer box and individual choco filled had container packaging. That gave the brand a premium feel.Rather than simply as a premium cookie, Sunfeast Dark Fantasy tried to create a space for itself with the launch of a new variety called Choco filled. Choco filled are essentially biscuits with chocolate filling inside. Although these types of cookies were available, through intelligent packaging, Dark Fantasy brought great interest within this category. Choco-rellenos are now very popular competitors such as Parle had to launch a new brand in this category.Encouraged with the response from the customer to Choco filled, Sunfeast has extended this strategy of packaging for its category of cookie with the launch of the brand delichoso of cookies.
Dark Fantasy may qualify as a success story of packaging. Mark has presented the power of packaging and its influence on the brand image and positioning. Not is the first time that ITC has taken advantage of the power of the containers, had proven success in the category of consumer goods with Fiaman and Vivel that distinguish through smart packaging...The success of dark fantasy has created a wave of freshness in the category of crackers with many colors and shapes emerging from the leading brands. For consumers shopping for cookies is becoming a pleasant experience.