Brand Tone

Playful and Humorous, Informal and Approachable, Irreverent and Energetic, Engaging

Brand Values

• •Pleasure
• •Fun
• •Sharing and Connection
• •Simplicity
• •Modernity

Best Practices

• •Always Prioritize Playfulness
• •Use Visual Language
• •Keep it "Snackable"
• •Focus on the Moment, Not Just the Product
• •Be Relatable

Social Perception

A Familiar Staple, Youth-Oriented, Affordable and Accessible, Positive and Uncontroversial

Copy Examples

• •Studying is 10% learning and 90% convincing yourself you deserve another Mikado. You do. #MikadoBreak
• •The universal signal for 'the movie is about to get good.' Tag the friend who always steals the last one.
• •That moment when the craving hits. It’s a serious matter. #Mikado #SnackAttack
• •Warning: Resistance is futile. And not nearly as delicious.
• •Your break just got an upgrade. Say hello to [New Flavor]. Don't try to act cool, we know you're excited.