Disneyland Energy Bars
Maryam Al-Haddad. Natalie Alaverdian. | Spring 2016
Challenge.
Lead a team in creating a conceptual energy bar line with a corresponding marketing campaign centered around the Disneyland Theme Park brand. Requirements included a 20-minute presentation that described the details of each energy bar, established an audience profile, explained both distribution and pricing, and answered the question: Why is this important to the brand?
Ready?
The project began with a deep dive into the Disney Parks brand. I began creating weekly “stoplight” reports that highlighted what Disneyland was doing well (Green), what they could improve on in the near future (Yellow), and what they need to take action on now (Red). Through my weekly research, I revealed that their biggest competitor, Universal Studios Hollywood, was becoming a dangerous threat to Disneyland with the flawless introduction of Harry Potter Land. Disneyland used to have a monopoly on magical experiences by bringing iconic characters to life in an immersive and spectacularly detailed environment. On top of this, Disneyland changed to a seasonal pricing system, which dramatically increased ticket prices. Since 2000, a single-day admission price to Disneyland has tripled on Peak days, with ticket prices going up at least once a year since 2002. This has infuriated Disney’s most loyal customers, many of which have had to stop attending their parks, myself included. What could Disneyland possibly do to win back their customers?
Set.
As a Disneyland loyalist myself, I have unique insight into the Disney brand. Disneyland is special, not because of the thrilling attractions or the kind cast members, but because of the little memories you make on property that you treasure for the rest of your life. Disneyland creates unforgettable experiences for the whole family whether its stepping into Car’s Land for the first time or having witty banter with the Evil Queen all the way down to the unique foods they offer. Integrating energy bars into the Disneyland park would only enhance the incredible experiences they already offer.
This five-piece, health conscious energy bar collection for Disneyland was inspired by the rich history of the property. Each of the bars were inspired by an original or recently introduced character and would be exclusively sold in that character’s corresponding land within the park. Each bar also contains a QR code that unlock new levels, characters, and mini-games within the existing Disneyland app. This added feature enhances the Disneyland guests experience in line and allows them to take the fun back home to the people they love most. The energy bar would allow guests to experience Disneyland in a whole new way.
