Pearson's

OVERVIEW

05 DISCOVER06 TIMELINE08 VISUAL AUDIT12 VERBAL AUDIT

17 DEFINE18 PERSONA22 BRAND POSITIONING26 DESIRED IMAGE ATTRIBUTES

33 DESIGN34 MARKETING MESSAGE 36 MARKETING STRATEGY38 VISUAL SYSTEM

46 DEVELOP48 APPLICATION MAP50 DIGITAL58 PRINT62 SPONSORED 5K

3

DISCOVER06 TIMELINE

08 VISUAL AUDIT Logo Study

Packaging Study

Current Advertising

12 VERBAL AUDIT Current Audience

Descriptors

5

TIMELINEIn order to better understand

Pearson’s as a company, a timeline

was created that serves to connect

milestone events in the over one

hundred years of Pearson’s history.

Marking it’s 50th anniversary, Pearson’s moves to a new St. Paul location.

1959

The Bun Bar trademark is acquired from Clark Bar America.

1998

Pearson’s is acquired by Brynwood Partners VI, L.P. located in Greenwich, CTAlso, Michael Keller becomes new CEO.

2011

Pearson’s purchases the Trudeau candy company of St. Paul and acquires both the Seven Up Bar and Mint Patties

1951

Pearson’s was founded by P. Edward Pearson & his brothers John Albert & Oscar F. Pearson

1909

The Nut Goodie makes its debut as a premium 5 cent candy bar

1912

Salted Nut Rolls hit the market, they were named Choo Choo bars for a limited time.

1933

7

VISUAL AUDITLOGO & PACKAGING STUDY

A total of four different logo

presentations were found all

with changes that ranged from

differentiation in color usage to

structurally different shapes being

displayed.

When looking at current Pearson’s

packaging it is noted that red is a

key part of brand recognition for the

Salted Nut Roll and the Nut Goodie,

and green correlates closely with

the Mint Patties brand.

CURRENT ADVERTISING

The 2 pages that Pearson’s has

online right now are it’s homepage

(pearsonscandy.com) and a special

Nut Goodie site for the 100 year

anniversary (nutgoodie.com)

There is a Facebook page with a

small following and the company

does not have a Twitter presence.

The largest campaign held by

Pearson’s to date was in 2012 when

Pearson’s products were sold at

Target Field during Twins Games.

VERBAL AUDITCURRENT AUDIENCE

Survey results revealed that there

were some very strong trends

occurring within the current

Pearson’s audience. The four primary

traits discovered were:

MIDWESTERN

55+ YEARS OF AGE

FINANCIALLY CONSCIOUS

FAMILY ORIENTED

DESCRIPTORS

A survey was given to over 50

people of ages ranging from 16 to

65 in order to collect the current

views and opinions about Pearson’s.

Along with the descriptive words,

each participant was also asked to

name the top three nouns that they

currently associate with the brand:

CANDY

SALTED NUT ROLL

MIDWEST

CLASSICNOSTALGIC

NUTTYADULT

AESTHETIC TRUSTWORTHY

DEPENDABLECLASSY

SOFTCHEWY

AVERAGE EXPECTABLE UNAPPEALING OUTDATEDOLD PEOPLE CANDYBORINGOLDGENERIC

15

DEFINE18 PERSONA

22 BRAND POSITIONING

26 DESIRED IMAGE ATTRIBUTES

17

PERSONAMEET ADAM REDDING

AGE: 23 years

FROM: Farmington, MN

LIVES IN: Roseville, MN

Adam is the example person that

was created to represent the new

target audience that Pearson’s wants

to reach.

THIS IS ADAMAdam is a recent graduate of Augsburg

College, he is currently a full-time,

paid, Marketing Intern at Best Buy

Headquarters in Richfield, MN and also

works part time at his dad’s restaurant

“Dave’s Bar & Grill” in Farmington.

He’s a fan of the television series 24 and

has filled his iPod with Shinedown and

his secret musician crush Colbie Caillat

too. All through middle school and high

school Adam was involved with the

cross country team. He was captain

during his senior year and chose to run

for Augsburg for the first three years of

his schooling there. Since graduation, he

hasn’t been as intense about his training

as he was during his years at college, but

he still loves the thrill of racing. Because

of this, Adam usually runs a few 10Ks

a year and he and especially enjoys

signing up for races that donate their

proceeds to charitable causes.

When not at work or out running you

can find Adam scrounging together a

peanut butter and banana sandwich,

running errands in his 2007 Chevy

Blazer, or grilling out during a big sports

game with his buddies. It’s a fast-paced

life, and Adam enjoys every second of it!

BRAND POSITIONING

In order to target people like Adam

for a new Pearson’s product market,

the company needed to answer the

following questions:

WHO ARE WEPearson’s is a sensible midwestern

candy company

WHAT DO WE DOPearson’s provides the community

with non-chocolate, peanut resource

bars that are both high in protein

and gluten-free.

WHY DOES IT MATTERPearson’s strives for its products

to not only taste good, but to do

good as well by producing products

that are free of overprocessed

ingredients and being a company

that values community involvement.

23

BRAND STATEMENTPearson’s is a sensible midwestern candy

company that provides the community

with non-chocolate, protein rich, peanut

resource bars that not only taste good

but do good for the body and the

community as well.

25

DESIRED IMAGE ATTRIBUTES

To better align with the new target

market and incorporate the new

brand positioning of Pearson’s as

a company, a set of desired image

attributes was created to define

what Pearson’s strives to be:

CONVENIENTCOMMUNITY INVOLVEDWHOLESOMECLASSIC

27

CONVENIENT“Fitting in well with a person’s needs,

activities, and plans.”

Adam is always on the go. A

substantial snack that is already

packaged into serving sized portions

would be easy for him to quickly

grab while heading out the door.

COMMUNITYINVOLVED“Connected or concerned with

someone or something, typically on

an emotional or personal level.”

With all the races Adam participates

in, knowing that he supports a brand

that supports the community and

active lifestyles is just what he is

looking for.

29

WHOLESOME“Conducive to good health and

physical well-being.”

It’s important that Adam puts good

resources into his body to create fuel

for his workouts as well as replensih

himself after he’s finished.

CLASSIC“Judged over a period of time

to be of the highest quality and

outstanding of its kind.”

No matter where Adam ends up in

his fast-paced life, he will always have

a great appreciation for his family

and his roots. He likes to purchase

brands that have history and hold

similar values when possible.

31

DESIGN34 MARKETING MESSAGE

36 MARKETING STRATEGY

38 VISUAL SYSTEM

Color Palette

Logo

Typography Style

Photography Style

33

MARKETING MESSAGE

The new tagline for Pearson’s candy

company aims to be witty while

still paying homage to the classic

product ingredients. Since the

targeted audience lives a face-paced

lifestyle, the message needs to be

simple and to the point. Going with a

short phrase will help emphazise the

new company direction. The chosen

tagline for the Pearson’s campaign

is “LIFE’S NUTS”.

KEEP ROLLIN’GO NUTS

REFUELROLL OUT

SWEET ENERGYENERGY NUT

NUTS ABOUT...GET NUTTY

GRAB.GO.ROLL

GRAB YOUR NUTSGET ROLLIN’ NUTS ABOUT NUTSWE’RE ALL A LITTLE NUTTYGOOD IN & GOGRAB THE GOODSLIFE’S NUTS

35

MARKETING STRATEGY

Since the Salted Nut Roll is a

sensible resource bar that contains

a decent amount of protein, it will

be launched as the sponsor of the

new “LIFE’S NUTS” campaign.

This campaign revolves around

bringing Pearson’s products into

the community with promotions at

local sporting events, and will show

consumers how the Pearson’s brand

is ready to fit right into their busy

lifestyles. The goal is to show how

living healthy, active lives can be

really fun while presenting the Salted

Nut Roll as a convenient, wholesome,

and versatile product.

LIFE’SNUTS[ [

37

COLOR PALETTE

The primary color palette of reds

and golds was chosen to be both

warm and substantial. These two

colors were also incorporated for

brand recognition. A new hint of a

deep blue will add a refreshing new

twist that will be worked into ads for

more activity driven audiences.

VISUAL SYSTEM

LOGO EXPLORATION

The visual brand re-design will be

jump started with a fresh new logo

design. The new concept draws

its shape inspiration from both the

Virginia peanuts that the company

features in many of its products and

the shape of a smooth running loop

that will relate to its new audience.

PEARSONScandy company1909

�t.

since 1909

earson'sp

pearson'sSINCE 1909pearson's

LOGO & AVATAR

The new Pearson’s logo features

a bold organically peanut shaped

outline, with the company name

inside. The type used is an altered

version of the MENSCH typeface

that features: individually managed

letter counters, and a hand drawn

apostrophe in order to make the new

logo a piece of proprietary art.

The Avatar will switch between the

four main bracket graphic elements

and end with the Pearson’s logo.

1909�t.

43

TYPOGRAPHY & PHOTOGRAPHY

The main typefaces used within the

LIFE’S NUTS campaign are ALLER,

QUICKSAND, and BEMIO. Over 130

fonts were tested for the logo and

body type. Each finalist was chosen

for either it’s clarity or its bold

presence due to its heavier weight.

The campaign’s photography style

strives to showcase a variety of

activities that are unified through

a blurred image with one object in

focus along with an overlay hue of

red, gold, blue, or tan.

PEARSONSPEARSPEARSPEARSOPEARSPEARSOPEARSO 45

DEVELOP48 APPLICATION MAP

50 DIGITAL

58 PRINT

62 SPONSORED 5K

47

APPLICATION MAP

To the right is a map of the potential

marketing mediums Pearson’s will

be able to consider when working to

communicate with their new target

audience. Each has been chosen

based on its high possibility of

being a medium that the targeted

audience would utilize regularly.

DIGITAL

PRINT

billboard

WEBSITE

SOCIALMEDIA

facebook

twitter

banner ads

hash tag

special editionproduct releases

RACE SPONSOR

samplessample bag/cart

outfit/race gear

sponsor bibs

app

coupon

SPONSORSHIPSLOCAL

CHARITY SPONSOR

IN-STOREpackaging

P.O.P display

postcard mailer

magazine ad

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DIGITALWEBSITE

The digital aspect of Pearson’s will

be amplified and The Pearson’s

website will be the hub of the

company. There consumers will

be able to find more information

about each Pearson’s product,

look up sponsorship events, obtain

printable coupons, and learn about

the company’s history. An easy

to navigate online presence will

help reach the busy consumers as

they need to quickly access their

information.

PRODUCTS LIFE’S NUTS HISTORY EVENTS CONTACT US

SALTEDNUTROLL

HOME OF THE

copyright © 2013 Pearson's Candy Company. All rights reserved.

https://www.facebook.com/lifesnuts_pcc


SALTEDNUTROLL

HOME OF THE


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PRODUCTS

SALTEDNUT ROLL

NUT GOODIE

MINT PATTIES

BUN BAR

LIMITED EDITIONS

Pearson’s acquired the Bun trademark from Clark Bar America in 1998. Pearson’s takes a creamy maple, vanilla or caramel center and covers it with a mixture of real milk chocolate and fresh unsalted Virginia peanuts.

For Nutritional Information CLICK HERE

BUN BAR



PRODUCTS

SALTEDNUT ROLL

NUT GOODIE

MINT PATTIES

BUN BAR

LIMITED EDITIONS

Pearson’s Mint Patties feature a creamy mint center covered in real dark chocolate with 66% cacao and are naturally low in fat. Pearson’s Mint Patties set a standard of excellence earning national recognition within the confectionery industry and retailer community.


MINT PATTIES



PRODUCTS

SALTEDNUT ROLL

NUT GOODIE

MINT PATTIES

BUN BAR

LIMITED EDITIONS

Pearson’s values quality and makes its premium

the real milk chocolate found within the original Nut Goodie.

The Nut Goodie features a creamy maple center covered with real milk chocolate and fresh unsalted Virginia peanuts. Look for the treat in its familiar red and green nostalgic wrapper.


The Nut Goodie bar made its debut in 1912 as a premium 5-cent candy bar and was met with much success.

100 years later Pearson’s is proud to celebrate the birthday of a beloved candy bar that has brought smiles and enjoyment to many generations and families over the years.

Check out the Nut Goodie site! CLICK HERE

NUT GOODIE



PRODUCTS

SALTEDNUT ROLL

NUT GOODIE

MINT PATTIES

BUN BAR

LIMITED EDITIONS

Pearson’s Salted Nut Roll is a good source of protein and carbohydrate energy that continues to represent the highest standards of quality and excellence. The creamy nougat center is surrounded by golden caramel and covered with fresh salted Virginia peanuts to create a unique

of a kind non-chocolate resource bar!


SALTED NUT ROLLThis year’s LIFE’S NUTS Campaign is sponsored by Salted Nut Roll. As Pearson’s goes on the move to help support local activity organizations around the Midwest they will be sure to bring enough fuel to keep everyone up and rocking along the way.

Want more of the LIFE’S NUTS Campaign? CLICK HERE

LIFE’SNUTS[ [NOW IN

BITE SIZEFOR WHEN YOU’REON THE GO!


WEBSITE



This year the Pearson’s Candy Company Salted Nut Roll is partnering with a number of organizations around the Midwest to promote both healthy active lifestyles and teaching about the right types of food fuel to keep you going! Check out the list below to see what organizations we will soon be partnering with.

MINNESOTA PARTNERS:MINNESOTA YMCABOYS & GIRLS CLUB OF AMERICATEAM ORTHOTWIN CITIES RUNNING CLUBMINNEAPOLIS HEART INSTITUTE FOUNDATION

Complete Midwest Organization List CLICK HERE

There are even more LIFE’S NUTS Campaign events for you to look foward to that include:

1st Annual Pearson’s 5K RaceMay 4, 2013 | St. Paul, Minnesota

5k Race Information CLICK HERE

LIFE’S NUTS Mailer [PDF]

LIFE’SNUTS[ [

TS

CAMPAIGN

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This year the Pearson’s Candy Company Salted Nut Roll is partnering with a number of organizations around the Midwest to promote both healthy active lifestyles and teaching about the right types of food fuel to keep you going! Check out the list below to see what organizations we will soon be partnering with.

MINNESOTA PARTNERS:MINNESOTA YMCABOYS & GIRLS CLUB OF AMERICATEAM ORTHOTWIN CITIES RUNNING CLUBMINNEAPOLIS HEART INSTITUTE FOUNDATION

Complete Midwest Organization List CLICK HERE

There are even more LIFE’S NUTS Campaign events for you to look foward to that include:

1st Annual Pearson’s 5K RaceMay 4, 2013 | St. Paul, Minnesota

5k Race Information CLICK HERE

LIFE’S NUTS Mailer [PDF]

LIFE’SNUTS[ [

TS

CAMPAIGN

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53

PEARSON’S CANDY COMPANY


LIFE’SNUTS[ [

LIFE’SNUTS[ [

SOCIAL MEDIAThe updated Facebook and Twitter

pages will encourage consumer

interaction and input while making

the brand more accessible to its

younger audience. Consumers will be

able to share their latest Pearson’s

experiences with other new fans of

the brand by participating in trending

hash tags and ‘liking’ page posts.

1034TWEETS

TWEETS

334FOLLOWING

734FOLLOWERS

PEARSONS CANDY COMPANY ‏@lifesnuts_pccStopped by the Burnsville YMCA this morning to fuel up the membersand get a round of basketball in! Where should we swing by next?#SNR #LIFESNUTSExpand Reply Delete Favorite

PEARSONS CANDY COMPANY ‏@lifesnuts_pccDid you grab your bite size Salted Nut Roll pack this morning?Show this coupon for 50 cents off your next pack! #SNR bit.ly/SNRcoupon

Expand Reply Delete Favorite

PEARSONS CANDY COMPANY ‏@lifesnuts_pccSo, who’s getting excited about the 5K? We know it’s aways out, but we already can’t wait to see you there!#Pearsons5k #LIFESNUTSExpand Reply Delete Favorite

TWEETS

FOLLOWING

FOLLOWERS

FAVORITES

LISTS

LIFE’SNUTS[ [

PEARSONS CANDY COMPANY@lifesnuts_pcc

LIFE’S NUTS Campaign going on now!Check out all the great offers at www.lifesnuts_pcc.com

and grab a Salted Nut Roll while you’re at it!

TWEETS

EEEEEEEEEEEEEEEEEEE TS

FOLLO

PEStoan#SEx

PEDidSh

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PESowa#PEx


1034TWEETS

TWEETS

334FOLLOWING

734FOLLOWERS

PEARSONS CANDY COMPANY ‏@lifesnuts_pccStopped by the Burnsville YMCA this morning to fuel up the membersand get a round of basketball in! Where should we swing by next?#SNR #LIFESNUTSExpand Reply Delete Favorite

PEARSONS CANDY COMPANY ‏@lifesnuts_pccDid you grab your bite size Salted Nut Roll pack this morning?Show this coupon for 50 cents off your next pack! #SNR bit.ly/SNRcoupon

Expand Reply Delete Favorite

PEARSONS CANDY COMPANY ‏@lifesnuts_pccSo, who’s getting excited about the 5K? We know it’s aways out, but we already can’t wait to see you there!#Pearsons5k #LIFESNUTSExpand Reply Delete Favorite

TWEETS

FOLLOWING

FOLLOWERS

FAVORITES

LISTS

LIFE’SNUTS[ [

PEARSONS CANDY COMPANY@lifesnuts_pcc

LIFE’S NUTS Campaign going on now!Check out all the great offers at www.lifesnuts_pcc.com

and grab a Salted Nut Roll while you’re at it!

TTTWWWWWWTWWTTWWTTWWTWWWWTWWWWTWTTTTWTWWWTWWWT EEEEEEEEEEEEEEEE

55

IMAGE MAKER APP

SPONSORED BY SALTED NUT ROLL

MAKERIMAGE

[LIFE’S NUTS]What do you do to stay active and what is the fuel that keeps you going? Upload your active picture here, pick the color , and join in on the fun!

CHOOSE IMAGE


[ACTION SHOT]Select your favorite action

shot here. Use the arrow

keys to scroll through

your image library.

CHOOSE IMAGE

>>


[LIFE’S NUTS]

What do you do to stay active

and what is the fuel that keeps

you going? Upload your active

picture here, pick the color ,

and join in on the fun!

1 [ACTION SHOT]

Select your favorite action

shot here. Use the arrow keys

to scroll through the images in

your library.

2


[YOU’RE DONE!]Now that you have your

very own LIFE’S NUTS

image, you can share it

with your friends!

SAVE TO LIBRARY



It’s time to choose the

color you want your

LIFE’S NUTS image to be.

It’s a big decision!

[PICK YOUR COLOR]

APPLY COLOR

RED

BLUE

GOLD


{PICK YOUR COLOR]

It’s time to choose the color you

want your LIFE’S NUTS image

to be. It’s a big decision!3 [YOU’RE DONE!]

Now that you have your very

own LIFE’S NUTS image, you

can share it with your friends!4

57

PACKAGINGA new limited edition Salted Nut Roll

wrapper will be released at the start

of the campaign that will feature

bold type and funky graphic curves.

NUTSLIFE’S

1909�t.

This year Pearson’s Candy Company’s Salted Nut Roll is partnering with a number of organizations around the Midwest to promote healthy, active lifestyles and teach about the right types of foods and fuels to keep you going! Visit our website to see how you can get involved!

PRINT MEDIAAds will be placed in primarily

running magazines, but will

also appear in alternative sport

publications at times to highlight the

versaility of the Salted Nut Roll.

Postcards will also be sent out to the

community to spread the word about

the new campaign.

LIFE’SNUTS[ [

This year the Pearson’s Salted Nut Roll is working with organizations around the Midwest to promote healthy active lifestyles and teach about the right types of fuel to keep you going! Check out the list of organizations we will be partnering with below, and visit our website to learn how to get involved with our awesome events!

MINNESOTA PARTNERS:MINNESOTA YMCA

BOYS & GIRLS CLUB OF AMERICA

TEAM ORTHO

For a Complete Midwest List Please Visit: www.lifesnuts_pcc.com

HEY!

Finnigan James1192 Gardenia WayMinneapolis, MN 55477

61

5K

MA

3 GROUNDS

5KThis year, Pearson’s will be hosting its first annual LIFE’S NUTS Salted Nut Roll 5K race. Let’s get up and get moving while having a ton of fun in the process! We’ll bring the right fuel to keep you going, so just grab your tennis shoes and get ready for a run that’s too nutty to miss!

MAY 4, 2013STATE FAIR GROUNDS$35 REGISTRATION

www.lifesnuts_pcc.com

RACE POSTERThe race promotional poster will be

hung up around the twin cities and

on college campuses a few months

before the event so that participants

have adequate time to register. The

poster measures “16x20”, and can be

blown up to a larger scale as pictured

on the right.

5KThis year, Pearson’s will be hosting its first annual LIFE’S NUTS Salted Nut Roll 5K race. Let’s get up and get moving while having a ton of fun in the process! We’ll bring the right fuel to keep you going, so just grab your tennis shoes and get ready for a run that’s too nutty to miss!

MAY4

MAY 4, 2013STATE FAIR GROUNDS$35 REGISTRATION

www.lifesnuts_pcc.com

LIFE’SNUTS[ [

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LIFE’SNUTS[ [LIFE’S

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5K SPONSORIn order to become a company

that is known to hold community

involvement as a core value Pearson’s

will be reaching out to different

local charities, alternative sporting

events and and races. The events and

organizations being worked with will

be those that support active, well-

rounded lifestyles around the U.S.

33455K

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Pearson's

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