CHEEZ-IT & WINE
Cheez-It built its brand on its 100% real cheese claim, but in a category driven by “new” news, the brand began to shift its focus to innovation and new product development. This approach drove the overall business, however, base Cheez-It performance began to suffer and competitors increased pressure highlighting their real cheese claims and detracting from an equity that Cheez-It had been building for decades.
In order to earn attention of the consumer and the media, we knew we had to dial into the absurdity of the Cheez-It brand. While wine culture loves to take itself too seriously, boxed wine often embodies a less serious, more playful attitude making it the perfect complement to our target and Cheez-It, especially since one of the brand’s iconic, distinctive attributes is its box. Thus, the Wine + Cheez-It box was born.
