Abstract:

Rowntree Mackintosh has developed a new children's chewy bar - CROWBAR. The objectives of this research were to examine:

1. Responses to the pack designs in terms of their visual appeal and general product communication;

2. Attitudes to the two advertising treatments in terms of comprehension of the product, amusement value, clarity of the treatments, appeal of the style, and potential lines for development;

3. Responses to the product, price expectations, expected usage occasions.