Terra was perceived as high-end, special occasion and for older consumers, and needed to appeal to a younger audience and drive daily purchase. We tapped a fundamental product truth to separate from the category and drive every day consumption. To take the brand to millennials as a daily snack, we positioned TERRA as the opposite of bland snacking. “Snack in TERRAcolor” celebrates the brand as an antidote to the mindless “beige” snacking. Our nimble approach kept Terra top of mind with an ever changing asset library, produced in-house.