KMC Mac & Cheese
ROLE:
Branding | Strategy | Motion
BRIEF:
D&AD
COLLABORATORS:
Sagar Bhat, Vama Gosrani, Virina, Saloni Jain
How do you position a hot, 3.5-minute comfort snack as the ultimate high-performance gamer fuel?
CHALLENGE:
Gamers prioritize "zero-friction" snacks (crisps/crackers) that don't require them to leave the screen. KMC’s required prep time is traditionally viewed as a competitive disadvantage during live play.
INSIGHT:
Competitive gaming is defined by "heated moments" and verbal aggression. While gamers need a "reset" after a loss or a rage event, they lack a tangible way to mend social bonds within their community.
SOLUTION:
Designed "Smac & Cheese," an AI-integrated Discord tool that monitors verbal rage thresholds. The system repurposes the 3.5-minute cooking time as a strategic "de-escalation" period, concluding with a physical peace offering—a real-life KMC cup sent to teammates as a gesture of brand-led reconciliation.
