My eleven-year-old daughter requested “Pirate Booty” after having it at school. Those bright buccaneers put the JTBD right on the box. Parents buy these “lunch bags” to pack for their children. You’re not buying a snack. You’re buying being the parent who packs their kid’s lunch.
Pirate Booty also commandeered a clever CAC. They earn “bulk pricing” from the school pay and “retail pricing” when eleven-year-old daughters return home. If this is negative CAC, it joins Freight Waves, who use content subscriptions to sell data and American Pickers who also use content to sell t-shirts.