Recommended
More Related Content
Similar to Rebranding Fruit Stripe Gum for Gen Z
Similar to Rebranding Fruit Stripe Gum for Gen Z (20)
Recently uploaded
Recently uploaded (20)
Rebranding Fruit Stripe Gum for Gen Z
- 1. Re-brand By: Nicole Solis Sonya Gonzales
- 2. BrandTime line and Key Findings 1969 Fruit Stripe founded by James Parker. He named it “Five Flavor Gum.”This is the only gum on the market with the painted-on stripes 1970 The Fruit Stripe Gum Man initially promoted the product. The stripe family animals included a zebra, tiger, elephant, and mouse. The cartoon zebra, named Yipes, became the sole mascot. 1996 2006 Fruit Stripe gives five cents to the World Wildlife Fund from the sale of each jumbo variety multi-pack. Their efforts to promote preservation of endangered animals led to tempo- rary tattoos of Yipes with some gum packs. 2003 Farley and Sather’s Candy Company acquires Fruit Stripe and later merges with Ferrara Candy Company in 2012.
- 3. Pop Culture Appearance Home Alone 2 Lost in New York: Kevin, gives a piece of Fruit Stripe gum as a“tip” to a bellboy. Beastie Boys They compared their band’s“flavor”to Fruit Stripe on their song “B-Boy Bouillabaisse.” King of Queens Doug mentions that his shirt looks like a package of Fruit Stripe gum. That 70’s Show Donna makes a joke regarding Eric’s shirt, referring to Fruit Stripe gum. Family Guy A cutaway makes a reference to the short-living flavor of Fruit Stripe.
- 4. Market Sector Map Main Competitors Similar Products Shared Space Shelf
- 5. Hello Generation Z! NewTarget and Market Considered the“net generation,”Gen Z stays connected as digital natives. Strong online presence, deep into social circles, and can be“geeks.”They are career-oriented and consider themselves“pluralist.”This generation tends to have a very short attention span and consumes their media on variety of channels and devices. Never heard of Stripe gum, brand new slate for the brand. ” Phrases that Capture Gen Zs Attention Cray Cray Bromance Jks Yolo Fail We will keep the temporary tattoos in the gum package, but instead of having Yipes we will use hash tags that will include these phrases. Random
- 6. Re branding Concept Fruit Stripe is now the“gum with no commitment.”Gen Z-ers have no time for the standard“long-lasting”flavor of typical gums on the market. Fruit Stripe will present itself as the complete opposite to fit this generation’s needs. Fruit Stripe will be a gum that require no loyalty, no time wasting, and no strings attached. Main focus: Disappearing Flavor that ends quick The average attention span dropped from 12 seconds in the year 2000 to 8 seconds by 2013. (StatisticBrain.com)
- 7. Package Redesign Old Package Design New Package Design Fruit Stripe 18 Sticks Flavorful Gum Five Juicy Flavors Collect all Hashtag tattoos to win! New package will include bold colors to create a sleek design. Sleek designs attract gen Z Each package will include a stripe background with two main colors. A fading Yipes will be the new focus on our rebranding concept. We want everyone to understand this gum doesn’t waste time it vanishes quickly.
- 8. New Campaign Strategy Fruit Stripe will collaborate with trending“YouTube Stars” for product placement opportunities.. 80% of Gen Z reports that this platform is their top channel to view videos. Whisper, known as the“social confessional app,”will feature our new playful memes about specific moments consumers may need a“quick chew.”This platform works because it allows teens in the digital age to share deep secrets and emotions anonymously. New Snapchat filter to include the redesigned Fruit Stripe mascot, Yipes. Snapchat model reinforces our short-living commitment to the gum. 51% of Gen Z-ers report the regu- lar use of“Snap.” Creating a brand new emoji icon of the Fruit Stripe mascot, Yipes, which eventually disappears from the screen seconds after being read. Emojis are prevalent in the Gen Z language and the disappearing act will reinforce our“no commitment”pledge.
- 9. Product Placement Youtube Stars MattyBRap Product placement Fruit Stripe 18 Sticks Flavorful Gum Five Juicy Flavors Collect all Hashtag tattoos to win! Smosh
- 10. Social Media Examples We will conduct a sweepstakes in order for people to enter they must submit a photo of their hashtag tongue tattoo on instagram. They have to be quick because the tattoo disappears instantly. Cute little Yipes emojis will appear in people’s snapchats and will disappears after a few seconds.
- 11. On our whisper page we will create various post about the gum , just trying to spread the word.