Mavericks Snacks - tone of voice

Creative agency JKR asked us to help with the tone of voice for a new range of kids’ snacks: Mavericks. They wanted the tone to feel like it was pitched at kids, not grown-ups. So we wrote about things the way kids see the world. Kids don’t see ‘mess’, they see ‘a game’. They don’t ‘use their imagination’, they ‘play’. We summed up the tone as ‘stepping into really small shoes’. Everything Mavericks say and do is from a kid’s point of view. It makes for an interesting take on the world, gives Mavericks a more playful tone and shows kids that these snacks are definitely not for grown-ups. So it’s not a bus stop; it’s a den. They’ve not been running about; they’ve been dodging crocodiles. It’s not a sticker; it’s an Olympic medal…

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