Assignment2: Mission statement

i have decided that before i make my product and brand identity i need to write a mission statement. the aim of doing this is to make sure that my product has a unified feel by setting out some global aims that the product should do.

this quote is from the Haribo website it is of the consumer information which is not really a mission statement as it is to long but i wanted to post it so i can see where the points it makes are visible in the packaging of its products.

Haribo prides itself on the high quality of its confectionery and are proud of the fact that all our UK bagged products are now free from artificial colours. Check out the green flash on pack.

We are also actively working to ensure all our products contain only natural flavours as soon as we possibly can. This is a lengthy process but one which is a top priority alongside ensuring we continue to offer the same high quality products our consumers know and love from the Haribo brand.

At Haribo we go to great lengths to ensure that all our marketing is conducted in a responsible manner. We have never positioned our products as anything other than an enjoyable treat. Haribo is not to be consumed as a meal substitute but should be consumed as part of an active, balanced lifestyle.

here is an image of Haribo's most popular packet of sweets, Starmix.

as stated in the first paragraph you can see that the package has a green "flash" that states that the contents are free from artificial colours.

The packaging has been designed to look like a fun treat backing up Haribo's statment "we have never posisioned our products as anything other than an enjoyable treat."

apart form those two things there is nothing else that links in with the consumer information visually. I was expecting more.

from looking at this mission statement and also the difficulty i have had trying to find other sweet companies that produce the style of sweet i am going for a mission statement dose not seem as important as i had imagined.

that said however i will still write one as the rules it imposes on me will help my creative process. here is a draft of it

We here at Scaifes have family values, excitment and adventure at our heart.

We strive to create wonderful, bizzare, outragious and deliously tasty products for children all around the uk to enjoy and talk about and for them we promiss never to be boring.

i say draft because i may not be able to follow it to the letter and will want to come back and change it even if that is kind of cheating!