To Be Chosen, You Have to Stand Out
This project was created as part of my Consumer Branding course, where I explored how brands earn attention — and loyalty — in competitive markets. The challenge was to reintroduce a nostalgic American chocolate bar into the Dutch market, not just as a product, but as a brand worth choosing.
By refining its identity, tone, and emotional appeal, I developed a strategy that positioned the brand around lightness, joy, and everyday connection — making it relevant and desirable for today’s Dutch consumers.
Market Opportunity in the Netherlands
The Dutch confectionery market is growing steadily, with consumers showing strong interest in plain and light-textured chocolates. Through data analysis from Statista and CBI, I identified a unique opportunity for 3 Musketeers to enter this market by offering a whipped nougat bar — something distinct from the caramel-heavy options dominating Dutch shelves. The local demand for lighter, more playful products supports this brand’s entry strategy.
Current Brand Identity & Archetype
3 Musketeers’ brand identity is built around lightness, fun, and nostalgia — positioning itself as a playful, joy-sharing experience. With roots in the Jester archetype, the brand connects with audiences through humor, carefree messaging, and emotional positivity. The visual and verbal identity is designed to create smiles, spark memories, and bring people together through its “light and fluffy” promise.
Repositioning for the Dutch Market
To succeed in the Netherlands, 3 Musketeers must adapt its messaging while staying true to its core. I proposed a repositioning strategy focused on lightness, friendship, and everyday joy — themes that resonate with Dutch consumers seeking authentic, shareable experiences. From packaging visuals to tone of voice, the brand is localized to feel familiar yet fresh — making it both relevant and memorable.