Elmwood Unleashes the Wonder of Oats for Carman’s

Jun 11, 2020

To help Carman’s crack the healthy snack market for kids, creative agency Elmwood unleashed the power of imagination, and aussie oats.

For over 6 years, Elmwood has been the strategic brand partner for Carman’s, a proudly Australian-owned business that has grown to become a household name.

While Carman’s muesli and snack ranges enjoy strong brand recognition among adult shoppers, their attempts to appeal to school-aged audiences weren’t as successful in the past. So they approached Elmwood to help solve this challenge.

Carman Wonder Oats - Strawberry & Cream

Aussie Oats was Born

The brand developed a new range of oat bars that built on Carman’s existing premium quality credentials and delivered visual cues of being ‘naturally delicious’.

Aussie Oat bars had to appeal to both parents and their families, balance taste with healthier cues, and dial up the brand’s unique personality with added playfulness. And above all, it had to be a product that kids love and actually want to take to school.

The process began with an audit of the entire category. From there, they developed the positioning, creative territories and naming. The idea  developed was more than just a range, but a creative platform built on imagination: Wonder Oats.

Carman Wonder Oats - Apple Pie

The Power of Wonder Oats

Bursting with personality, their creative platform encouraged imaginative play, sparked wonder and dialed up the ’super power’ nature of our ingredients.

The ‘Wonder Oats’ creative talked to the idea of ‘wonderful natural energy’ And visually, they borrowed cues from nature—like vibrant rainbows and playful clouds to help reinforce the product’s naturally ‘better for you’ proposition. For each unique flavour, they brought to life the wonder of the ingredients using fun, positive language and lively visuals that delighted the senses.

Through design thinking, Elmwood aimed to educate kids about the nutritional power of oats using imaginative storytelling on packs. They also used the power of imagination to enchant kids and help parents tap into their inner child and sense of curiosity. They made them wonder: what does a flavour look like? What do colours taste like?”

Carman Wonder Oats - Titles

It was all designed to encouraged shoppers and their kids to ‘explore the wonder’ of Aussie Oat bars.

Elmwood is a creative agency built on effectiveness. Based in Melbourne, they focus on doing extraordinary work that works.

Carman’s is Australia’s number one selling muesli brand and proudly sold in around the globe.

For more info about this case study, contact Kate Richardson on +61 3 9207 8181 or [email protected]

  • Stay up to date with the latest news, industry insights and foodpro updates.
  • Subscribe
Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now