Open Sesame is a new brand in the United States, an American take on the iconic Israeli brand, Halva Kingdom. Being a new brand to the market, selling in a fairly new product category, Open Sesame needed a radical increase in brand awareness as well as comprehensive education about their products.
We took a two-pronged approach to the challenge. First off, we launched a mass brand awareness effort, informing consumers that the Halva Kingdom they love had made it to American shores. We then planned to modify our focus to include extensive education about Open Sesame products and how they can be utilized in one's everyday life.
Stage 1 of our plan was implemented and met with excellent results. We are currently in stage 2, focusing on consumer education through Open Sesame's digital platforms, print advertising and in-store promotions.