Juicy Fruit Refresh Proposal_Liz LaBeau_Final
•
2 likes•252 views
The document outlines a brand refresh campaign for Juicy Fruit gum. The strategic framework aims to re-establish Juicy Fruit as an iconic and fun brand and increase sales among 18-25 year olds. Research found millennials value meaningful brand interactions and savoring sweet moments. The campaign will bring Juicy Fruit fun to consumers through partnerships, experiential activations like a music festival experience, and content creation to inspire life's sweetest moments. It will be measured on market metrics, media coverage, social engagement and category relevance.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (16)
Similar to Juicy Fruit Refresh Proposal_Liz LaBeau_Final
Similar to Juicy Fruit Refresh Proposal_Liz LaBeau_Final (20)
Recently uploaded
Recently uploaded (20)
Juicy Fruit Refresh Proposal_Liz LaBeau_Final
- 1. JUICY FRUIT REFRESH Wrigley – FY15 6 November 2014
- 2. TODAY’S AGENDA Today’s Landscape and Competitive Environment Strategic Framework Unique Opportunity Audience Insights The Big Idea Campaign Programming Communications Architecture Media Support Associate Engagement
- 3. You’ve got a long, sweet history as a brand, but a few challenges have been shaking things up lately. THE STORY SO FAR…
- 4. A CHANGING LANDSCAPE People simply have more to chew on The power of the impulse buy has weakened The great candy crush Sales of sugarless gum outpace regular gum Mint is kingCompetition is fierce
- 5. Develop a brand refresh campaign to support and amplify Juicy Fruit’s FY15 strategic priorities and guiding principles WHAT THE STORY COULD BE…
- 6. STRATEGIC FRAMEWORK Re-establish Juicy Fruit’s position as an iconic and fun brand, and inspire consumers to experience life’s sweetest moments Increase consumer focus Drive sales among 18-25 year olds Business Objectives
- 7. THE OPPORTUNITY To strengthen the relationship with our consumer through a shared brand experience
- 8. THE AUDIENCE Our target is millennials, specifically those ages 25 and younger. NATURALLY ENGAGED YOUNG BUT NOSTALGIC
- 10. Millennials have a shared belief in savoring sweet moments
- 11. People want meaningful interactions with brands 87% of people want meaningful interactions with brands, but only 17% think brands are actually delivering
- 13. Build and extend the Juicy Fruit brand into new and unexpected places through a partnership with iHeartRadio Music Festival
- 15. Score attention through natural brand extensions
- 16. JUICY FRUIT FUN HOUSE CAPTURE INTERACT ENJOYPLAY ENGAGE
- 19. JUICY FRUIT FUN SQUAD INFUSE INSPIRESHARE
- 22. We’re throwing it back to the “good old days” through a partnership with StoryCorps. #TBT TO 1893
- 24. Our campaign is more than a moment in time. It’s more than a stunt. It’s a series of activations, where Juicy Fruit brings the fun right to the people who need it most: media, influencers and consumers. CONTENT MEDIA INFLUENCERS SOCIAL EXPERIENTIAL IN-STORE BEYOND A MOMENT
- 27. Questions?
- 28. APPENDIX
- 29. TIMELINE ACTIVITY JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC PLANNING MATERIALS AND MESSAGING CREATION EXPERIENTIAL EVENT CSR PROGRAMMING CONTENT AMPLIFICATION
- 30. 1. Market penetration; increase or decrease in market share and sales 2. Media coverage; # placements, positive or negative sentiment, caliber of outlet 3. Social engagement; # impressions, frequency, reach, positive or negative sentiment 4. Category relevance; compare the above metrics with competitors and industry news MEASUREMENT
- 31. BUDGET Campaign Piece Activity Fee Out of Pocket Experiential Activation Total Program OOP $643,225 Total Program Fee $254,000 Experiential Event Total: $897,225 Strategic Partnerships StoryCorps $60,000 Instagram Launch Materials Development $20,000 Analytics and Measurement Active Monitoring $20,000 Misc. Misc. OOP $2,775 Grand Program Total: $1MM
- 33. JULY AUGUST SEPTEMBER Soft launch of Juicy Fruit’s Savor the Sweetness: Define what it is and why people should be excited about it Announce the Savor the Sweetness CSR story activation and partnership with StoryCorps Juicy Fruit unveils fun- fuelled brand campaign, capitalizes on nostalgic millennials OCTOBER NOVEMBER DECEMBER Evergreen content, airing of iHeartRadio exclusive concert experience inside the Juicy Fruit Fun House Evergreen content, use social to engage with brand advocates and surprise influencers in the space Evergreen content, use built up content and campaign assets for an Instagram launch in FY16 CONTENT STRATEGY
- 34. CHARTING THE LANDSCAPE FAVORITE FLAVORS 1. Mint 2. Spearmint 3. Peppermint 4. Berry 5. Citrus 6. Wintergreen 7. Mixed Fruit 8. Cinnamon 9. Watermelon 10.Bubblegum
- 35. A CLOSER LOOK Among favorite gum brands in the US, Juicy Fruit ranked number 11 with 71.2 MM in sales, as compared with the favorite Trident’s 657.3 MM. Juicy Fruit is a brand recognized by 99 percent of Americans, and yet sales are on the decline. Since peaking in 2009, U.S. gum sales have fallen 11 percent to $3.71 billion. MARS said its gum declines have been most significant with people who are 25 and younger.
Editor's Notes
- Today’s agenda covers quite a bit, we have 20 minutes, feel free to interrupt me with Q’s… this is a Juicy Fruit refresh - there is no question in my mind that we can re-energize this brand, and I’m really excited about what our team has pulled together: insights about your brand, surprising and informed nuggets about your audience’s mindset, and the current landscape that actually makes this a really great time to focus on Juicy Fruit. Let’s dive in. Oh, and feel free to chew along
- Wrigley has been cajoling consumers with Juicy Fruit gum for over 100 years. Juicy Fruit is iconic for its distinct bright yellow packaging, and has been a top-selling fruit gum brand since it was introduced in 1893. Loved by kids and adults in the U.S. and around the world, Juicy Fruit has been a wildly popular source of sweetness for ages. (1) Our analysis of the chewing gum market revealed some findings relating to Juicy Fruit. (2) Relating these findings to the core business objectives and priorities for FY15, a set of strategic recommendations have been developed. (3) This document outlines the FY15 PR recommendation in detail.
- There barriers that prevent people from buying Juicy Fruit (1) Gum fits within the “ME” purchase category – this is cluttered and people simply have more to chew on, gum, candy, snacks, etc. (2) Gum sales have fallen 11% to $3.71 billion as overall candy sales have climbed 10 percent to $31.53 billion (3) Consumer purchasing/shopping behavior is changing, online, self-checkout kiosks, less time in physical stores (4) Competition in the gum market is fierce (5-6) Consumers are opting for sugarless gum and mint flavors for their functional benefits (whitening, freshen, protect, fight cavities, strengthen, ADA approval etc.) Fittingly, the brands selling the most gum to Americans these days—namely Trident to Orbit, Extra, Dentyne, 5, and Eclipse—specialize in sugar-free, mint-flavored gum. Fruity gum is losing the popularity contest – people aren’t buying our product. Juicy Fruit is a brand recognized by 99 percent of Americans, and yet sales of the product are on the decline.
- We need to break through these barriers and compel people to buy Juicy Fruit. You are a known and loved brand, but people don’t have a reason to care. Let’s change the story. A brand refresh will address these challenges while staying true to your heritage and DNA.
- Our approach addresses two objectives (1) increase consumer focus, everyone is aware of brand, no one is focused on it – Juicy Fruit is one of those iconic brands that has always been there but it has become “contextual wallpaper,” whereby it has become SO familiar that consumers simply don’t notice or remember it anymore – we need to give consumers a reason to pay attention to us and drive top of mind awareness. The second, (2) drive sales, we need to target 18-25 year olds and cultivate a connection with this declining audience to encourage them to buy Juicy Fruit. These guiding *principles will serve as cornerstones for campaign as we seek to revitalize Juicy Fruit as a significant growth-driver for Wrigley. Campaign driven by Wrigley’s “How to Win” *strategic framework, The Flywheel = principle that brands that are noticed more frequently are purchased more frequently.
- Juicy fruit is an iconic brand with a heritage that invokes nostalgia. You have the opportunity to step into this ring of cultural relevance and become part of culture as a nostalgic, beloved brand – to own that space as an integral part of millennials’ lives and their sweetest memories from childhood into adulthood. We need to give them opportunity to experience the essence of our brand, and strengthen the fragile relationship by providing value and mutual benefit. By fulfilling consumer needs, we will trigger consumer actions, and these actions will help build and preserve the Juicy Fruit brand.
- Let’s start with who you want to engage. In order to penetrate the market further, you have to go after this audience. Gum declines have been most significant with people who are 25 and younger. Your audience craves a fun-loving, carefree lifestyle. They are smart, curious and social, they have a youthful spirit and energy. They are motivated by emotion. While they may still be living in their parent’s basement, they seek out purpose and passion in their lives and won’t settle for less. They are naturally engaged and connected, involved in pop culture and the latest trends. And above all, they value community, emotional connections, and experiences to frame their lifestyle – with their peers, elders, employers, services and brands. (Mintel, Word Of Mouth and Viral Marketing)
- Gum has played a significant role in American culture. Generations of kids chewed away and enjoyed the sweet flavor of Juicy Fruit.
- Our audience is motivated by emotion. One of Juicy Fruit’s strengths is its brand heritage – our heritage and value evokes one of the most powerful emotions. Nostalgia. Our audience is young, but already nostalgic – longing for the happy times of their childhood. As an iconic, older brand, Juicy Fruit shares a connection with our consumer from a young age. This continues into adulthood, elicited by feeling of nostalgia, when consumers interact with our brand. In fact, according to a study published just last month, researchers revealed that a sense of nostalgia-evoked social connectedness affects the way people want to spend, donate or value money. Nostalgia provides a mutual benefit to our consumer, by reminding them of sweet moments of childhood, and for our brand by making them more inclined to spend money on our product when they engage with our brand and feel that nostalgia-evoked connectedness.
- The opportunity to connect with consumers inspires our creative platform - Our 2014 Brandshare research reveals that 87% of people want meaningful interactions with brands. This campaign will capitalize on Juicy Fruits strengths, and the opportunities that we have uncovered in the environment.
- Our team of sharp and strategic thinkers will activate on these powerful insights about our audience and bring your story to life through an experiential event and pulsing activations throughout the year. We will evolve the Juicy Fruit brand while protecting your heritage and staying true to your DNA. The power of storytelling and brand experience is more relevant than ever, and our media experts will work to promote and amplify across traditional, digital and paid channels to create TOMA and resonate with consumers.
- We’ll kick this off through a partnership with iHeartRadio Music Festival, a two-day music festival held each September in Las Vegas that features some of the biggest names in the music industry. In partnering with iHeartRadio, Juicy Fruit will extend the brand through all of the Music Festival promotional efforts, including a simultaneous roadblock announcement by all 840 Clear Channel radio stations nationwide, their websites and iHeartRadio, as well as a summer-long on-air and online promotion.
- Why here? 80 percent of iHeartRadio festival goers are 18-34, so your audience is already spending their time, seeking out fun and creating sweet memories at this music festival. This year, we’ll join them.
- While artists like Childish Gambino entertain concertgoers onstage, Juicy Fruit will engage them at the festival’s iHeartRadio Village in the Juicy Fruit Fun House. This pop-up experience, and touch-points throughout festival grounds will work to score attention and encourage participation. MUSIC = MEMORIES = NOSTALGIA.
- While the music plays, fans can too! We will attract festivalgoers to the Juicy Fruit Fun House with a carnival-like atmosphere that includes attention-grabbing stilt walkers and acrobats. Funky mirrors, a light tunnel, interactive walls and ring toss games will invite festivalgoers to embrace the silly, carefree nature of their younger years.
- Taste. Music. Photographs. All of this elicits feelings of nostalgia. We’ll play to this and create emotional connections and new memories by giving fans opportunities to participate with Juicy Fruit - the taste and smell will trigger fond childhood memories, exclusive musical performances will inspire fans to live in the moment, photo opportunities will catch the silly fun and quirkiness of the experience and capture sweet moments inspired by Juicy Fruit, which will then be printed on a promotional concert-like posters and polaroids featuring iHeartRadio and Juicy Fruit logos.
- The festival will be grounds for a Juicy Fruit takeover and we’ll infuse the crowds, embrace the fun and spread the essence of Juicy Fruit throughout.
- Equipped with Juicy Fruit gum and swag to give away, the Juicy Fruit Fun squad will interact with festival goers, energize the crowd and direct fans towards Festival Village where they can join in and experience the Juicy Fruit Fun house. The fun squad, and those guests who receive branded swag, will serve as walking advertisements for the brand as they roam the iHeartRadio Music Festival.
- The Juicy Fruit Fun Squad will inspire fans to be silly, have fun and experience the moment, and a pop-up photo installation will capture these sweet, fun-filled moments and give fans a memento to take the memory home.
- Feeling nostalgic yet? We sure are. Following the festival, we’ll amp it up with a few more activations beyond the iHeartRadio partnership and brand experience. (1) CSR initiative and StoryCorp partnership (2) Amplify brand content
- Juicy Fruit will throw it back to 1893 with an ode to the days when you could get a sweet treat for five cents. For every pack of Juicy Fruit gum purchased before the festival, Juicy Fruit will donate five cents of each purchase in support of a cause that resonates with millennials, the StoryCorps project. This project resonates with your audience, it plays off central idea of nostalgia and memories, by inspiring people to record each others' stories. Each conversation is recorded on a CD to share, and is preserved at the American Folklife Center at the Library of Congress. StoryCorps is one of the largest oral history projects of its kind, and millions listen to our weekly broadcasts on NPR’s Morning Edition. We’re aligned in our vision. The organization’s mission to provide people of all backgrounds and beliefs with the opportunity to record, share and preserve the stories of our lives and strengthen and build the connections between people, to teach the value of listening, and to weave into the fabric of our culture the understanding that everyone’s story matters. As partners, sales of Juicy Fruit will directly contribute to this initiative and be involved in creating an invaluable archive of memories for future generations to reflect on. A partnership with one of the leading organizations for preserving memories and capturing an audience that is motivated by and values emotional connections makes sense for Juicy Fruit, and builds up to our brand attributes and heritage.
- (2) Brand content = currency when it comes to social sharing. This Juicy Fruit activation will create evergreen, feel-good content that resonates with consumers and can be repurposed across communications channels. Millennials are naturally engaged and will quickly share your best work – they don’t care if its branded content, as long as it’s good content. We will repurpose evergreen event content and create funny and optimistic content to continue the fun throughout the year and inspire consumers to embrace fun and savor the sweetest moments.
- This brand refresh it more than a moment, it’s a movement. This all comes together to evolve, protect and promote the Juicy Fruit brand through by making a splash in the environment with a big event and generating TOMA, reminding consumers of our messaging through partnerships and content amplification. We’ve proposed an FY15 plan here, but this has the ability to live on into the future. All of these elements combine to create an inescapable brand presence, and re-energize the Juicy Fruit brand to make it more relevant with today’s consumer. We will get noticed and spark conversation about Juicy Fruit, bringing the fun to life through hard-working tactics that deliver in a variety of ways. Shared experience = iHeartRadio partnership/brand experience Shared communal/personal ambition = StoryCorps CSR initiative Content amplification in traditional, digital and paid media
- We’ll engage our expert team of media pros to amplify the content we’ve created and craft angles around our strategic partnerships with iHeartRadio and StoryCorps to give our content legs to live into the future. In the digital and social space, we will identify brand champions, actively listening and engaging with people living the Juicy Fruit essence and people who are talking about nostalgia and sweet memories – we’ll “surprise and delight” this group with Juicy Fruit swag and a range of prizes.
- We’ll inspire your associates through desk drops and Juicy Fruit table tents throughout Wrigley’s corporate offices and activate them as knowledgeable influencers to embrace our brand essence and spread the fun.
- This initial proposal for a brand refresh is for FY15, beginning in January and running through December 2015
- We will assess the effectiveness of our campaign efforts at various points in the consumer journey
- WRIGLEY APPROACH: Wrigley Flywheel is the operating model for the business based on laws of growth/penetration, you use to activate the Laws of Growth and break the barriers to penetration – three fundamental components: scale (maximize consumer reach in portfolio through product/price/flavor diversification), physical availability (visibility to interrupt shopper journey, candy power category at Front End, the “ME” moment at the front end, multiple locations in store = more opportunity, quick and easy to navigate = impulse) mental availability (max. media reach, continuity media exposure, primary distinctive assets that are the hero every time the consumer sees/experiences your brand – consistent look, tone, feel for higher chance of being recognized, remembered and bought). HOW EDELMAN DEVELOPS POWERFUL PROGRAMMING: It’s not just about rebalancing the “one-sided” relationship brands have with people. Brands must meet consumers’ needs in order to achieve a true value exchange - it starts with people’s needs, it’s matched by the actions brands can take to meet these needs – the result? Sharing. You both contribute, you both benefit. This includes emotional and rational needs for the consumer. For you? Societal needs deliver real business value – consumers will feel good about your purpose, and you will too. JUICY FRUIT has the emotional need – your brand makes people feel nostalgic. Meet both emotional + rational = greater purchase, defense, recommendation. Brands need to evolve, to include both a brand promise as well as a brand purpose. They must articulate, and then embody, their reason for being that informs everything they do. Create a singular brand story that focuses on people’s needs and interests, not just the brands’. Acting as a partner, we’re going to do just this and deliver meaningful engagement by inviting consumers to embrace the fun and create sweet memories with Juicy Fruit. We seek to revitalize Juicy Fruit as a significant growth-driver for Wrigley and will drive sales by applying Wrigley’s “How to Win” strategic framework, The Flywheel, in conjunction with Edelman’s strategy, for a powerful activation.
- Edelman will work closely with Wrigley, augmenting timely and proactive PR efforts that will create a steady drumbeat of positive media coverage across all segments of the media to keep Juicy Fruit top-of-mind for our audience and other stakeholders, including potential consumers and media. Note: This is just a preview of our ongoing media outreach efforts – we will create an ongoing and integrated plan for continued outreach throughout the campaign.
- Growing concern about sugar intake has led to the collapse of sugared gum consumption. In 2000, sales of gum with and without sugar was fairly close in the US—$930 million worth and $1.1 billion, respectively. But since then, that gap has ballooned. Last year sugar-free gum sales were a shade under $3 billion, while sugared gum sales fell below $500 million. Fittingly, the brands selling the most gum to Americans these days—namely Trident to Orbit, Extra, Dentyne, 5, and Eclipse—specialize in sugar-free, mint-flavored gum. Juicy Fruit is a brand recognized by 99 percent of Americans, and yet sales of the product are on the decline. Since peaking in 2009, U.S. gum sales have falled 11 percent to $3.71 billion – Even as overall candy sales have climbed 10 percent to $31.53 billion (Associate Press). MARS said its gum declines have been most significant with people who are 25 and younger. *Mars is testing illuminated racks in candy aisles to make its gum and candy stand out more. The company said the racks have led to a 10 to 30 percent sales increase in tests.
- Why is this happening? Why are sales of Juicy Fruit on the decline? It’s a changing landscape, and a couple of different factors come into play… Consumers’ values – functional benefits of gum (whitening, freshen, protect, fight cavities, strengthen, ADA approval etc.), consumer purchasing/shopping behavior (online, self-checkout kiosks, less time in physical stores), other candy (competition is fierce), and negative perceptions of sugar and avoidance it altogether (sugar-free gum purchases) as well as flavor preference