Jackie Guerra • Creative Director

— PROJECT NAME

Masterbrand


— ROLE

Creative Director




Tastykake is a regional snack cake brand with the core of their fandom based in Philly. They’re also fans of rigorous testing at several stages of creative development. In addition to traditional focus groups, we leveraged AI testing on both storyboards and edits, measuring attention levels, facial expressions, and behavioral actions. The resulting data played a definitive role in shaping our process and the final creative output. For Tastykake, our approach centered on identifying and capitalizing on the ‘happiness spikes’ revealed in the data.


For the new packaging launch, data analysis revealed that rapidly changing backgrounds conveyed energy and excitement while maintaining viewer engagement. However, focus group feedback showed that participants perceived the quick background changes as disorienting. Interestingly, the client opted to follow the AI recommendations, prioritizing the insights gleaned from the data analysis.

In this brand spot, data analysis showed that smiling faces indulging in treats triggered waves of happiness among viewers, leading to enhanced brand recall. By featuring three joyful faces biting into three best-selling snack cakes, the spot emphasizes the appetite appeal of each treat and the shared experience of enjoying a snack while in the comfort of one’s car.