In the spring of 1999, when chip maker Small Fry Snack Foods decided to undertake a major brand revitalization, it knew it needed something big to bring its Humpty Dumpty line into the 21st century. Targeted consumer research, conducted in conjunction with the Toronto-based Creative Mindset under the leadership of Dennis Bruce, had revealed that teens, the company’s primary target, viewed the brand as old-fashioned, tired and no longer relevant to their world.

So Lynda Murray, the Kitchener, Ont.-based company’s vice-president of marketing — working closely with brand consultant John Dalla Costa and our team at Sparks Communications — began a complete brand-identity overhaul under the theme “Go For More.”

One of the early moves was to change the company’s name to Humpty Dumpty Snack Foods. It was clear from the research that, as much as teenagers told us the brand was outdated, they were also willing to accept Humpty Dumpty back into their lives, but only on their terms.

The team’s challenge was to deliver a more dynamic, youthful and relevant brand personality without completely disconnecting from its history and heritage. The extensive changes included retooling product packaging, the Humpty Dumpty logo, promotions and, of course, advertising. Among the many things learned from the research, one message came through loud and clear: Go TV or go home! If teens don’t see a brand on TV, then it simply doesn’t exist for them and they assume the company has no pride or confidence in the brand or interest in talking to them. TV provided the opportunity for an immediate visual reconnect between consumer and brand. Only it delivered the dimensions of sight and sound needed to make an emotional connection.

While the team had assumed television was the way to go, this confirmed it. Humpty Dumpty had to be on TV. The agency set to work developing concepts and storyboards. Each of the two spots had to feature one key product and, at the same time, promote the entire chip and snack line. They had to reintroduce Humpty Dumpty himself and connect with teens in a way that was energetic and in-your-face but allowed them to establish their own connection with the brand. Hard sell was definitely a turnoff. Each spot also had to have a moment where the brand advantage was clear and unambiguous. In the Nachos commercial, the key benefit was the product’s spicy taste, while the main Party Mix benefit was the almost addictive “can’t get enough” combination of flavours.

Computer animation was used to emphasize and exaggerate that moment of taste truth. Animation also afforded us the opportunity to bring Humpty himself to life. He anchors each commercial in full 3-D colour as he flexes his muscles to show everyone he is back, full of confidence and ready for more. After over a year of research and preparation, the Humpty Dumpty brand was relaunched into the market in March 2000 with a whole new look, attitude and positioning — with TV at the centre of the initiative. The logo is now cleaner, more legible and more impactful, while Humpty himself is more contemporary, more mature and more confident.

TV proved to be the ideal medium for Humpty Dumpty to make his comeback, and more commercials are in the works. He may not be on top yet, but research indicates that Humpty Dumpty is reconnecting with the market. Sales are strong and shelf presence in store is growing. Moreover, the brand is once again cool. What more could you possibly ask for?

BRIAN HILLIS is a partner at Sparks Communications in Kitchener, Ont.

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