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Toortizi - Rationale ( SALTY SNACKS )
- 1. TOORTITZI SALTY SNACKS C R E A T I V E A P P R O A C H
- 2. TENSIUNE CULTURALA THE MODERN CULTURE IS BUILT on pretending, filtering/ altering reality and cliché. • OUR IMAGE IN SOCIAL MEDIA • THE IDEA OF A PERSONAL BRAND • ADVERTISING IN GENERALJ • INFLUENCERS We have reached a point where the norm is a cliché. Most of our society including brands are afraid to be honest and transparent, or to be auto-ironic without being afraid to sustain the funny side of life, to claim the truth without offending ‘politically correctness’ culture.
- 3. The modern world needs more humor in the imperfect contexts of everyday life Toortitzi represent the truthful side of life. Enjoy the honesty of your choices. Toortitzi are a barometer for candidness, a fun break from all the pretending out there. They inspire people to be genuine and frank. RELEASE THE HONESTY THROUGH FUN! Brand’s frankness going beyond self-reference and the snacking world, into society. Proud supporter of the refreshingly honest and fun moments. TENSIUNE CULTURALA BRAND ROLE PLATFORM IDEA
- 4. TOORTITZI. SAVUROS DE SINCERI. No bull-shit stories about perfection in the everyday life. We challenge the perfect influencers on their pretentiousness, the pseudo-impeccable life of some, as seen through the filters of social media. And the too much political correctness that’s boring us to death. RTB’s The real snack, baked not fried, good quality and natural ingredients, ‘what you see is what you get’.
- 6. the modern culture is built on PRETENDING FILTERS CLISHES
- 7. it’s a PRETENDING ‘TILL YOU MAKE IT world
- 8. BUT TOORTITZI IS AN HONEST BRAND as it’s made from natural ingredients, great taste, baked not fried
- 9. TOORTITZI IS A BRAND THAT CANNOT LIE in a world full of pretending
- 10. TOORTITZI HONOR THE STRAIGHFORWARD, THE HONESTY DELIVERED OPENLY, ‘PE SLEAU’ “the genuine fun side of life”
- 11. BRAND MANIFESTO It’s the “bible” of the brand, guiding and guarding the brand in its evolution. Key ideas from this document will follow through as the backbone in communication.
- 12. Toortitzi cred că poți să fii franc, fără să fii înțepător. Sunt autentici nu pentru că și-au luat asta ca temă, ci pentru că așa s-au născut. Cu dragoste în cuptor, nu cu mult zgomot în prăjeală. “Ce-i în gușă și-n căpușă” ar fi inventat-o ei, dacă nu exista ca expresie. Sunt curați și direcți, nu uleioși și alunecoși. Te poți baza pe ei. Mai mult, Toortitzii și-au ales și un simbol care să nu-i lase să uite. Elefantul Manole. Direct. Ca să nu mai existe alt ‘elefant în cameră’. Ca memento constant despre onestitate și valorile pure cu care vin la pachet. Toortitzii sunt ca un prieten candid și mucalit; niciodată radical, arogant sau jignitor. Poate fi dezarmant de onest, dar e înviorător de amuzant. Toortitzi. Savuros de sinceri.
- 13. MANOLE’S ROLE MANOLE THE ELEPHANT He is the brand ambassador, the icon that embodies what the brand stands for – candidness, frankness, not taking things that seriously, what you see is what you get type of attitude. The “consciousness” of the brand. HIS ROLE IN COMMUNICATION Manole is the elephant in the room. Obviously, but also metaphorically. So, he's in charge of pointing out the truth, the topics that no one wants to tackle. He is known as the highly intelligent animal, with complex emotions and feelings - so he sees/ observes and comments.
- 14. VIZUALURI