Can We Get Jack To Say Yes?
Refreshing Famous Amos Singapore’s Brand Strategy
Date Published:
[1 min read]
The Project
Evaluate the current brand strategy of Famous Amos Singapore and develop strategies to enhance its relevance over the next 5-10 years.
Team Dynamics:
🚀 A Business Marketing team with diverse professional internship experiences.
What We Delivered:
📌 A business proposal for the Famous Amos executives.
🎤 A storytelling-driven presentation to effectively communicate our insights and recommendations.
Timeline:
One semester to research, strategize, and present a meaningful business proposal.
The Process
🔍 Secondary Data – We leveraged insights from Famous Amos executives, the company website, news outlets, and current marketing strategies to gauge brand awareness, association, and positioning.
📊 Primary Data – We designed a Google Forms survey to better understand consumer behavior and perception toward the brand.
Our research revealed that the brand lacks excitement and memorability especially among Gen Z consumers.
To ensure long-term relevance, we proposed short-term and long-term brand repositioning strategies that blends modern trends with its nostalgic heritage:
🍪 ‘What Cookie Are You?’ Personality Quiz
🍰 Strategic Brand Partnerships
🚚 Famous Amos Cookie Truck
Final Product
As we brainstormed and structured our presentation, an idea struck me—what if we personified our target segment? I pitched this idea to my team, and everyone was immediately on board.
This led to the creation of Jack, a user persona who became the main character in our storytelling approach. Our goal? Convince Jack to say YES to Famous Amos cookies despite the overwhelming snack choices available to him.
From there, we worked together to develop Jack’s journey, shaping our presentation into a dynamic, engaging experience rather than just a standard business pitch.
🎬 Starting strong: We kicked off with a short, animated video introducing Jack and his dilemma—what snack should he choose?
💡 Building the case: Throughout our presentation, we positioned our insights and recommendations as compelling reasons for Jack to pick Famous Amos.
🎉 Closing with impact: We ended with another animated clip, bringing the story full circle and showing Jack finally saying YES!
Design Choices that Enhanced Engagement:
🎨 Typeface with Personality – We played with typography at key moments to visually reinforce our points.
📊 More Visuals, Fewer Words – Weprioritized visual storytelling over text-heavy explanations.
🌈 Brand-Consistent Colors – We used Famous Amos’ signature blue and yellow to maintain brand familiarity while ensuring a cohesive visual identity.
🍪 Fun, Interactive Details – In slides featuring Jack, I added a "cookie bite" effect on the top corner, making it look like Jack was actually taking a bite—just like chomping on a Famous Amos cookie!
My Reflection
While we didn’t emerge as winners of this client pitch, this project has been an invaluable experience—one that capped off my university journey with immense personal and professional growth.
Stepping up as the first speaker, I had the opportunity to apply marketing frameworks I have learnt to provide a well-rounded understanding of the brand’s position by connecting the dots between theory and real-world application.
Before this project, I had zero experience in graphic design and animation. However, when we decided to bring Jack to life, I was determined to make it happen despite knowledge, time, and budget constraints.
There’s still plenty of room for improvement, but it was a significant leap outside my comfort zone. I learned to break down a complex idea into actionable steps, navigate design tools, and turn an abstract vision into a tangible, engaging experience.
This experience has reaffirmed my passion for creating engaging content—one that doesn’t just inform but captures imaginations.
Lastly, a huge shoutout to my teammates—Wesley, Jeff, Zhi Qi, Edel, and Zhe Xian! Their enthusiasm, support, and collaboration made this journey a truly fulfilling one!