Jaffito
CRAFTING THE FUTURE OF HEALTHY SNACKS
Creative Strategy and Platform Development
Since 1976, Jaffa Crvenka has been a regional powerhouse in the confectionery industry. In 2011, Jaffa embarked on an exciting journey to introduce a new product aimed at kids: a biscuit filled with milk cream and a layer of chocolate, designed to be both nutritious and delicious.
The product name, Jaffito, is a creative spin on the classic Jaffa brand, reimagined with a Japanese flair to complement the product’s mascot—a vibrant kid practicing martial arts and embodying good deeds, positivity, and a healthy lifestyle. This mascot, a custom character, takes center stage on the packaging, symbolizing a burst of energy with its radiant, colorful design, and hinting at the goodness of chocolate, milk, minerals, and vitamins contained within.
Jaffito’s appeal stretched beyond packaging into a universe that spanned TV commercials, comic books, social media, mobile games, cartoons, etc. This holistic and multi-media strategy engaged audiences, weaving Jaffito’s healthy living message and brand’s values and promise into diverse forms of entertainment and creating a captivating narrative that resonated widely.
My role was comprehensive, spanning the entirety of the product’s strategy development. I led the communication strategy, artfully translating it into a cohesive creative platform that included product naming, character development, and packaging design. My responsibilities extended to copywriting and formulating a promotional strategy among others.
Through Jaffito, we didn’t just launch a product; we introduced a lifestyle choice, inviting kids and their parents to embrace a snack that’s as healthy as it is delicious, we built a cultural story of health and joy, making Jaffito a household name and a lifestyle ambassador for the young and old alike.
