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[Group Project ] Twix Fiesta Campaign

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Project for:
University of California, Berkeley - Marketing Certificate
Consumer Buying Behavior in Age of Social-Media-Driven Relationships
EDP 306407 – Fall 2013 – Kathy Klotz-Guest

Published in: Education
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[Group Project ] Twix Fiesta Campaign

  1. 1. CONSUMER BUYING BEHAVIOR IN AN AGE OF SOCIAL-MEDIA-DRIVEN RELATIONSHIPS - UC BERKELEY EXTENSION - NOV 2013 NEW PRODUCT CAMPAIGN TWIX FIESTA ANDRESSA GRAMS BRUNA BRANDÃO JULIANO DELLAMEA NATÂNIA LEITE
  2. 2. BACKGROUND !2
  3. 3. • Made by Mars, Inc. • Biscuit with caramel and milk chocolate • United Kingdom in 1967 • United States in 1979 Twix Fiesta !3
  4. 4. PRODUCT !4
  5. 5. Fiesta !5
  6. 6. • New spicy flavor named ”Twix Fiesta” • Spicy chocolate • More than half of consumers prefer spicy • 50,478,000 Hispanic population in US (2010) • Spicy is an American/Mexican influence Twix Fiesta !6
  7. 7. • Dried seed, fruit, root, bark, or vegetable substance primarily used for flavoring, coloring or preserving food • Cause a burning feeling in mouth • Exciting and somewhat shocking • Twix Fiesta in chipotle flavor Twix Fiesta !7 Scoville Scale* *An empirical measurement dependent on the capsaicin sensitivity of testers and so is not a precise or accurate method to measure capsaicinoid concentration, however, capsaicin concentration can very roughly be estimated as ~18μM/ SHU. HOW SPICY? Twix Fiesta
  8. 8. PRICE !8
  9. 9. • Same as regular Twix today $ 1.00 Twix Fiesta !9
  10. 10. PLACE !10
  11. 11. • Grocery stores • Movie theaters • Pharmacies • Liquor stores Twix Fiesta !11 REGULAR CHANNELS
  12. 12. TARGET !12
  13. 13. NOW • Try to reach a younger target group • Launched “Left Twix / Right Twix” • People began to see TWIX as chocolate for teenagers Twix Fiesta !13
  14. 14. OUR CAMPAIGN • Gen Y • Innovators • Between 19 and 36 • Like to taste new flavors and have new experiences Twix Fiesta !14
  15. 15. WHO ARE THEY? First Credit Card at 12 Uses phone to shop online Gets news from Social Networks Doesn’t own a TV 1/3 of US population Love to try out new things Twix Fiesta !15 WHERE ARE THEY? Social Networks Streaming Content Apps Online stores Hanging out with friends GENERATION Y
  16. 16. CAMPAIGN GOALS !16
  17. 17. • Engagement • Awareness • Trial • Branding Twix Fiesta !17
  18. 18. PROCESS MAKING DECISION-!18
  19. 19. • Chocolate high rate of impulse buying • Rarely a rational thought-out process Twix Fiesta !19
  20. 20. INFLUENCES !20
  21. 21. EXTERNAL • Economic • Culture • Social Twix Fiesta !21
  22. 22. INTERNAL • Perception • Memory • Needs Twix Fiesta !22
  23. 23. MAIN COMPETITOR !23
  24. 24. KITKAT • Android Kitkat • "Have a break, have a KitKat" Twix Fiesta !24
  25. 25. CAMPAIGN !25
  26. 26. Here is our Fiesta, now it's time to show yours. Our party was awesome! Now we want to make yours. Send your video telling us why Twix have to do a party for you. Fiesta #TwixYourFiesta !26
  27. 27. Twix Fiesta • Party Bus traveling 10 biggest cites of US • 1 popular person in each city • All 10 parties on YouTube Channel • Ask consumers to upload a video • End of Journey: 10 customers picked among the top 50 voted videos Twix Fiesta !27 INTEGRATED CAMPAIGN
  28. 28. • Big offline events • Video cases on YouTube • Facebook gallery with all uploaded videos • Tweets covering the events Twix Fiesta !28 INTEGRATED CAMPAIGN
  29. 29. EVENTS AND SAMPLINGS IN MAJOR HOLIDAYS AND CELEBRATIONS OF LATINO COMMUNITY • Cinco de Mayo • El Día de los Muertos • Día de la Virgen de Guadalupe Twix Fiesta !29
  30. 30. Twix Fiesta !30 RESEARCH ! AND CHOICE OF! 10 POPULAR PEOPLE PARTIES! AND VIDEO CASES PRODUCTIONS CAMPAIGN LAUNCH CONTENT PUBLISHED EVERY 3 DAYS (ONE PARTY EVERY 3 DAYS) CHOOSE ! THE 10 VIDEOS END OF CAMPAIGN AND PUBLICATION OF WINNERS’ VIDEO CASES CAMPAIGN SCHEDULE Mar 1st April 1st June 1st July 1st August 1st
  31. 31. PROMOTION !31
  32. 32. • Social Media and Word of Mouth Strategies • YouTube channel • Google Adwords • Samplings in universities and colleges, dance clubs and parks • Party Bus generate content to Facebook and YouTube Channel Twix Fiesta !32
  33. 33. Fiesta Here is our Fiesta, now it's time to show yours. !33
  34. 34. MEASURAMENTS !34
  35. 35. • Traffic • Engagement (shares, likes and votes) • Publicity and awareness, word of month • Contest entries Twix Fiesta !35
  36. 36. • OfferPop • WildFire • Woobox Twix Fiesta !36 HOW?
  37. 37. THANK YOU! !37

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