Metcalfe's case study

How metcalfe’s ruthlessly plays
on an audience tension
Metcalfe’s Case Study

“
www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved
Don’t take anything for granted. Question everything. Most people
have tensions that cause them problems both big and small. Brands
rely on these and should ruthlessly take advantage of these tension
points. Tensions create needs - without needs, brands wouldn’t exist.
The following document is a demonstration of how
Metcalfe’s have done this amongst a millennial audience.
Audience profiles make
everyone beige and nice...

Zoe
Most exciting thing in the past 6
months, I went to a South African
restaurant and had Crocodile!”
The gym – I need the release from my life, which I find
stressful. I try to go 3 times a week to stay looking good
but I’m afraid chocolate is my downfall :-(
This is hard. I have two jobs: the 1st is the struggle to climb
the ladder at work and the 2nd is be interesting in my social
life. I’m always comparing myself to others - every time I
check social media, someone seems to be living the dream.
I LOVE… GOALS…
WORK/
LIFE BALANCE…
What you eat says so much about your image, like going to the
best new bar, or trendy restaurant, what I should eat & drink
at the gym, is it all about Kale? I love it, but it also adds pressure.
FOOD/ DRINK…
For me, an amazing career is my goal; it's like a process of
seeing how far you've come and at the end saying I've done
this myself. I place loads of pressure on myself. Do I look in
control and confident? Great - I don’t feel it..
RELAXING…
I love watching movies, box-sets (I have just invested in Netflix)
which I am loving! Also you have to be able to chat about the
latest boxset, you need to be on it.

Life is not a dress
rehearsal.
You just have to
go for it..

There is one key influencer that has
changed millennials more than any
other. Metcalfe’s knows this and
exploits it wherever possible…

www.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reservedwww.projectbrilliance.co.uk © Copyright 2015 Mix Research - All Rights Reserved
The Internet ...

If you used to compare yourself to your neighbour, your friend
or the person next to you at work, now it is someone across
the world. This raises the benchmark for success considerably.
1 2 3
Compare yourself
to the world
Always on:
document everything
Tension: actual vs.
protected self
As part of the comparison, this generation demand evidence.
Evidence comes in the way of self documenting on social
media. Not some things but all things, so everything must
look great.
There is growing evidence of a split occurring between your
actual self and the self image you project online. The
projected version is increasingly more important that the
real you and comes with significant pressure to perform.
Key Millenial Tensions

What they say What they mean
I am confident in everything I do
Every night is a party
My life looks good
I am always doing different things
I am seriously lacking in confidence
I dress occasions up to make
them look as though I’m doing
something interesting
My life is full of fear and uncertainty
I privately enjoy comfort and security

“In life it’s mind over matter.
through our trials and
tribulations we must
get through them”...

From the moment
you are awake to
the moment you
go to sleep you
are online.
Nothing is off limits, everything has
to reinforce your online image…

THE AUDIENCE
T E N S I O N
How do you stamp your mark on a world
where you are a small fish?

Metcalfe’s is a brand that
works by exploiting this
audience tension.
The following are some rules of behaviour that the brand
has established in order to win with one of the trickiest audiences
in the known universe: fickle young women, with money to spend.

We are not just a snack,we are a fashion accessory.
Snacks are throw away. Fashion accessories support your image and make you
feel more confident in a world of fakery … where everyone is out to take you
down a peg or two. These brands are important. You will invest heavily
in them, and you can’t be without them. After all, image is everything...!

The brand gives me the script. I know about the low calories, and they
give me some weird flavours to keep me engaged and coming back for
more. Regardless of whether I like them, it makes me look interesting.
We are a social lubricant...

Weknow
the
isjustthestart
supermarket
If you think it is just about what I see on shelf then
think again. Metcalfe’s have designed the first Selfie
pack, specifically for my selfies which I am obsessed
with. Think this is vacuous nonsense? Check out
how many social media posts this audience have
that involve Metcalfe’s packs.

Metcalfe’s is relentless in
its pursuit of its audience...
They sell one of the cheapest commodities in the world, for a significant price
premium based on image. Think you can’t do image? Think again.
Know your audience, uncover their tensions
and never, ever let them out of your sight.

Metcalfe's case study

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