Skitlles + NFL Campaign
•
1 like•134 views
Skittles aims to better understand consumers' NFL watch party experiences to identify opportunities for the brand. Primary research included shop-alongs, ethnographies, and focus groups. Shop-alongs observed consumers purchasing items for Super Bowl parties. Ethnographies found Skittles were eaten even when considered an unconventional choice. Focus groups discussed planning, shopping, and food preferences for NFL watch parties. The research sought to understand decision-making and influence purchase considerations at different touchpoints.
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to Skitlles + NFL Campaign
Similar to Skitlles + NFL Campaign (20)
Skitlles + NFL Campaign
- 1. The Consumer Journey to Skittles & the NFL Michael Briggs Breckyn Crocker Izabelle Hundrev Maddie Magruder Jacob Renie Faith Vickery The playbook
- 2. Table of Contents Situation Analysis ...................... 4 Primary Research ....................... 16 Target Profile ................................ 26 Consumer Journey .................... 32 Touchpoints ................................. 44 Recommendations .................... 58 Sources .................................................. 71
- 3. situation analysis Brand personality: Skittles is a quirky and playful brand 43
- 4. current target audience taste the rainbow Skittles’ current target is digital natives, ages 13 to 17, who are transitioning from adolescence to young adulthood. They are beginning to make their own decisions and earn their own money. These consumers do not have a huge budget, and Skittles is a relatively inexpensive snack. They are constantly on their phones and are always checking social media. They possess an immature sense of humor and have yet to develop an appreciation for wit. “Taste the Rainbow” has been Skittles’mantra for over a decade. In 2004, Skittles relaunched their campaign as "Experience the Rainbow" and it carried an even more outlandish personality. This campaign typically involves the tagline "______ the rainbow, taste the rainbow" that matches various unpredictable spots. 5 6
- 5. current nfl campaigns With its NFL partnership, Skittles has yet tocommit outside of Seattle. In Seattle, the brandpartnered with Seahawks’ running back andknown Skittles fan, Marshawn Lynch. Thispartnership led Skittles to launch limited editionSeattle Seahawks-themed packaging in 2014.With Lynch retiring at the conclusion of the2015 season, it is uncertain whom Skittles willturn to next as its face for the NFL. Currently,Skittles does not use the NFL in its TV spots,but does make some effort on its social mediaand website. In particular with Snapchat, Skittlesled the way when it became the first sponsorof NFL content on the app. They created three10-second ads for the NFL’s Live Story depictingthe colorful candy playing football. Currently,none of their advertising or packaging includesthe NFL logo. For Super Bowl 50, Skittles builtbuzz by having NFL players Luke Kuechly andDeMarcus Ware go on local news stations topredict the appearance of a rainbow during thegame. This was part of a Twitter campaign thatwould let fans win a free pack of Skittles. 87
- 6. innovationsnfl partnerships In order to penetrate the NFL marketplace, Skittles must compete directly with traditional foods associated with the gameday spread. As a sponsor, Skittles has the ability to use NFL-related words and images in its advertising campaigns. This is highly beneficial because fans are growing in their recognition of these sponsorships. Among casual NFL fans, a quarter of them are more likely to recommend and consciously support brands with an NFL association. That number is even higher at around a third for those that are considered avid fans. Product innovation has led to growth. Skittles annually introduces new flavors and recently released new resealable packaging. Their biggest market drivers occur during major holidays throughout the year. The Super Bowl presents a unique opportunity because many treat it as an unofficial holiday. Is it important to you to be aware of which companies are official sponsors of the NFL? Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of the NFL? Are you more or less likely to consciously support a company by purchasing its products/services if the company is an official sponsor of the NFL? 9 10 Data from Sport Business Daily
- 7. gameday rivals gameday rivals In terms of the gameday watch party, Frito-Lay is Skittles’ biggest competitor. This is heavily influenced by the fact that chips are a more traditional gameday food and because sports fans prefer salty over sweet snacks when watching games. Frito-Lay combined with Pepsi in 1965 to form PepsiCo. This company owns both Doritos and Tostitos, Skittles’ main competitors for space on the table. These two brands effectively use their NFL sponsorship in the creation of packaging and point-of- purchase displays. Doritos, like Skittles, offers a variety of flavors and targets millennials with its humor and outside-the-box approach. Its consumer-created advertising competition each year has positioned the brand in the forefront of consumers minds and cemented it as a NFL sponsor. 11 12
- 8. gameday rivals gameday rivals Tostitos focuses more on the party with its advertising. They have positioned themselves as a snack that’s easy to share and dip. Most of their advertising features a bowl of chips being passed around at the watch party. On social media they display recipes, provide party tips and create sweepstakes as part of their goal to be an asset to the watch party. Like Skittles, Snickers is owned by Mars. The difference is that it has already become associated with the NFL through team packaging and advertising. Their current “You Aren’t You When You’re Hungry” campaign started during the Super Bowl and featured a pickup game in the backyard. It presents itself as a filling snack but is less prevalent at the watch party. Recently, they have stepped up their efforts to have Snickers minis at the watch party. 13 14
- 9. primary research Using ethnographies, shop-alongs, focus groups and in-depth interviews, we collected several insights regarding Skittles and the NFL 1615
- 10. TOPIC A: PRE-PARTY • Why do you attend/host an NFL watch party? (Probe for: What circumstances would lead them to host/attend?) • Is there planning involved for both host and attendees? (Probe for: When does it begin? Who gets invited? How?) • How does food fit into the watch party? (Listen for: What is expected of everyone? Probe for: Does the host tell people? Do people volunteer? Is there a list?) • What influences what you bring? (Listen for: Purchase decisions. Probe for: Things you see on social media? Television? Ads? Influence from friends? Point of purchase displays?) • Hypothetical Situation: You’ve decided to provide/bring something, now what? (Follow-up: Where do you shop? Why?) • How far in advance do you plan the shopping trip? • Is this part of your normal grocery trip or is it specifically for the watch party? • Is there a shopping list? Do you buy things not on your list? • Do you go shopping by yourself or with friends? Why? • Are you on your phone while shopping? If so, why? • Do you pick things up off of displays? Why? • Are you more likely to purchase candy from the candy aisle or point of purchase displays? Why? • Are you more or less likely to buy a product because of its partnerships? (Probe for: Are you more likely to buy an product partnered with the NFL if you are going to an NFL related event?) • Does actually seeing the NFL shield on the product matter? Why? Is just seeing it on ads enough? Activity: Brands associated with NFL • Introduction: Before you are 6 pictures of brands that partner with the NFL. Rank them from 1 - 6, 1 being the most likely to buy and 6 least likely to buy, showing the impact of being partnered with NFL. Think would this partnership make you buy them instead of a competitor. Ask them why. • Give participants time to fill out answers on a piece of paper. • Have each participant explain their answers. TOPIC B: WATCH PARTY • Describe an NFL watch party (Listen for food and social aspects. Probe for: Candy? Why or why not?) • Do you get inspiration from the food at the watch party? (Probe for: What it was? What about it was appealing?) • What are you doing on your phone during the watch party? (Probe for: What apps do you use? Fantasy football, social media? What do you search?) • What role does food play at the watch party? • What would you think if you saw candy there? • What would you think if you saw Skittles there? (Listen for: Has it happened? Probe for: First reaction and why? Where would you want it to be location wise?) Activity: Graphs/Chart • Introduction: Before you is a set of grids and values association with each. Please place each food type where you think it is most appropriate for the grid. For example, on the first grid if you think desserts are both desirable and very important to have then you would but it in the top right corner. We consider the middle to mean neutral or “I don’t really care either way.” • Elaborate more as you see fit. Probe to see why people put what they did. Search for detailed reasoning beyond they just felt that way. Topic C: COOL-DOWN: • What would make you buy Skittles for an NFL watch party? • What could Skittles do to convince you to buy them for an NFL watch party? PURPOSE: To uncover insights about how Skittles can fit into the NFL watch party experience. We will seek to identify what decisions the consumer makes throughout the journey and attempt to identify opportunities to influence their purchase decisions at different touchpoints. Discussion Guide 17 18
- 11. 19 20 Primary Research For our primary research, we conducted ethnographies, shop-alongs, focus groups and in-depth interviews. Shop-alongs: We went to stores such as HyVee and Walmart on the day of and the days leading up to the Super Bowl. We observed people shopping and looked for which aisles they visited. We asked if they knew what they were going to buy when they went to the store. Ethnographies: We brought Skittles to Super Bowl watch parties and observed how people responded. Even if people thought it was unconventional to bring Skittles, at every party the Skittles were completely eaten. Focus groups: We conducted three focus groups with 4-6 people in each one. Respondents were both hosts and attendees. We met in a study room at Ellis and provided our participants with pizza and water. We tried to keep the space neutral so as to not sway their state of minds. In-depth interviews: We also conducted four in-depth interviews that lasted about an hour each.
- 12. recurring themes - Everyone likes food, but not everyone likes football - Convenience and last minute shopping - Predetermined path to purchase - Desire to bring something unique and different - If Skittles are there, then they will be eaten - Guests feel obligated to bring something to a watchparty - People copy what they see at watch parties These insights helped us understand our target and their journey to the watch party. FOOD FOOTBALL > 21 22
- 13. Our primary research showed us that food, not football, brings people together. Food is a motivator. Our target uses football as a reason to socialize with friends and eat good food. When it comes to shopping, millennials like convenience and things that don't take much prep time, yet feel pressured not show up empty-handed. This obligation usually results in last minute shopping and a hectic and crowded experience in the store. They have a good idea of the typical food they want to buy when heading into the store and prefer to go directly to that aisle instead of wandering through the store. This led us to the path to purchase theme, meaning that Skittles needs to be somewhere I will run into it. They will not go out of their way to buy something if they’re not completely sure about it. Bringing something different to the party matters to our consumer, but they need permission to buy. Framing Skittles as an item that belongs in the gameday spread at the time of purchase is vital. Skittles isn’t a traditional gameday food, but we’ve found that if they make it to the watch party, they would totally eat them. As a mindless snack Skittles makes an unexpected, yet welcome, addition because they are easy to pop in your mouth. In an effort to get future recognition from their friends, millennials will copy what they see at other watch parties. Summary of Insights activity graphs Skittles fell in the low effort part of the grid, yet consumers were neither proud nor embarrassed to bring sweets. Overall there was a positive correlation between effort and pride. Our research showed that certain items were expected to be at a watch party. Things like chips and dip as well as various finger foods hit the mark, while Skittles fell short due to their current irrelevance with the NFL and “nontraditional gameday food” status. Baked goods Finger foods Veggies Skittles Chips & dip 23 24 low pride high pride high effort not desirable desirable important to have not important to have low effort
- 14. target profile For Skittles to become associated with the NFL, they must identify a new target 25 26 Obstacles • In general, there is an overall reluctance by consumers to visit the candy aisle. They have a general awareness that the candy aisle prompts impulse buys of unhealthy foods – so they choose to avoid it. • Among consumers, there is little to no awareness of Skittles’ partnership with the NFL. Skittles products are not branded with an NFL logo, and their current advertisements do little to stand out from those of other NFL sponsors. For most research participants, the only connection they identified between Skittles and the NFL was Marshawn Lynch – who has since retired. • Research shows that Skittles does not fit into a typical consumer’s idea of traditional game day food. Bringing a nontraditional football food item is a personal barrier for consumers because it is risky and they are unsure how other people will perceive their choice.
- 15. Meet: The Charismatic Wildcard The Charismatic Wildcards are social butterflies and thought leaders among their friend groups. They thrive off of attention and social gratification. They are relaxed and goofy and can always be counted on to be the life of the party. Never wanting to show up empty-handed, they prioritize convenience and low-cost items when choosing what to bring to watch parties. Because they live alone, they seek out fast, convenient food that requires minimal effort. Charismatic Wildcards have fond memories of growing up watching football with friends and family. Now as adults they casually watch the NFL, but they are bigger fans of the social element of the watch party than the actual football game itself. It’s important for them to know enough about football so they can discuss it with their friends. Social media is a big aspect of their everyday lives – they are constantly checking their phones. Their tendency to procrastinate causes them to be a guest at watch parties instead of a host. • Millennial men and women • Ages 18-26 • Casual football fans • Heavy technology users • Social butterflies • Attention seekers • Procrastinators • Thought leaders within friend groups • Freezer is always full, fridge is always empty 27 28
- 16. • Convenience seekers • Not afraid to stand out • Ballin' on a budget • Easy to pop in your mouth • Bright colors & tangy flavors • Inexpensive CONSUMER SKITTLES “I don’t really pay attention to football, but a big game is a great reason to hang out with my friends. Whenever there’s a game on TV, I’m more excited for the food and fun. I’m not gonna lie – I love being the center of attention. I prefer to let my friends do the planning, while I bring the party. I know I can’t show up empty-handed, so I usually bring something easy and cheap. I want the food I bring to be on all my friends’ Snap stories.” The consumer insight When our target consumer gets invited to a watch party they know they need to bring something, but are mostly just pumped to hang with friends. Since they didn’t plan what they’re going to bring to the party, they’re running in the nearest store looking for something easy to grab that won’t break the bank. Skittles perfectly fits their needs and scores them some positive attention from their friends. 29 30
- 17. consumer journey The Gameday Play: it’s what we like to call the Charismatic Wildcard’s journey to the watch party 31 32
- 18. The game day play Crowd Breakaway Crowd Huddle-Up Hike Blitz Juke Touchdown! Crowd Crowd 33 34
- 19. The crowd the huddle-up Invitation to the watch party is receivedFrequency advertising Excited, obligated, stress-free Unaware, yet influenced The consumer journey begins when our target consumer “huddles up” with their friends. This is where they get invited to an NFL watch party. As a guest at the watch party, our consumer feels a slight burden to help out the host, but they procrastinate going to the store until closer to the day of the game. "Sweet, now I have something do to this Sunday." During a football game, the crowd is ongoing and all-encompassing; likewise, frequency advertising both during and after football season is present within every part of our consumer’s journey. Somewhat oblivious, consumers are consistently exposed to and influenced by ads. Touchpoints:Touchpoints: 35 36
- 20. The hike the blitz Stopping at the store on the way to the party Brainstorming, balling on a budget, anticipation Shopping before the game Frantic, rushed, distracting Either our consumer was told to bring something or feels obligated to make a contribution. They decide to run to the closest grocery store. As a last-minute decision maker, the target doesn’t go to the store until right before the party. They have a few ideas in mind before they leave in hopes of not spending their entire paycheck, but most importantly they want to bring something that will stand out from the packs of Bud Light and endless chips and dips that other people will most likely bring. "What can I bring to this party that's not just a bag of chips?" The target pulls into a grocery store on their way to the party. Even though the consumer waited this long to buy something, he would feel uncomfortable showing up empty-handed. The Charistmatic Wildcard is eager to get in and out of the store quickly and head to the party. As they walk through the sliding glass doors, they are overwhelmed at the hectic, chaotic environment that greets them. Obviously, they are not the only last-minute shopper for this gameday and just as they expected, everyone seems to be huddled around the booze, chips and burger aisles. They feel slightly stressed since nothing has caught his eye yet and the crowds are making him anxious to get out of there and go to the party. "I hate grocery shopping. Let's make this fast." Touchpoints: Touchpoints: 37 38
- 21. The juke the breakaway Purchase decision Attend the watch party Impulsive, inspired, uncertain Goofy, in their zone. Uncertainty turns to confidence After scanning the store signs for what the Charismatic Wildcard plans to purchase, a colorful, NFL-branded display catches their eye. They are not sure about their choice – it could be a hit or miss but at least it’s different. Acting on impulse, they hastily grab the item and make a beeline for the checkout. They are relieved that they have made a purchase and they feel more confident because it is NFL partnered. As they leave the store, they feel the anticipation of the party building. "It's got an NFL logo on it. Might as well ... #YOLO." With food in hand, the consumer bursts through the front door eager to make sure everyone knows they have arrived. They exchange casual jokes and banter with their friends who all remark on their unusual contribution to the food spread. While they were initially concerned about how people would react to their food choice, they now grow more and more confident in their decision when they notice seven bags of Tostitos on the table. Good thing they didn’t bring another one. They bounce around from the beer pong table to the TV to the food spread, mingling with everyone in the room. From time to time, they pull out their phone to check their fantasy scores, reactions on social media or keep up with analysts on their favorite sports apps. "This party rocks. I've got my plate of food, people love my dish and I'm up next for beer pong." Touchpoints: Touchpoints: 39 40
- 22. the Touchdown the post-game talk The target's contribution has all been eaten Excitement for next watch party Successful, giddy, proud Inspired, satisfied, eager No matter the outcome of the football game, the Charismatic Wildcard feels like the real winner sitting next to their empty bowl. Their friends even complimented them for bringing variety to the food spread, so the target decides to post a photo of their dish on their social media accounts. "My Snap Story is way too long, but I can't help it. I'm having too much fun." The Charismatic Wildcard leaves the party feeling satisfied. Their dish was an unexpected hit and they applaud themselves for going out on a whim. Some friends even mentioned bringing their dish to next Sunday’s gathering. "Can't wait to do that again. I know what I'm bringing next time." Touchpoints: Touchpoints: 41 42
- 23. touchpoints Throughout The Gameday Play, we can reach our consumers at the following touchpoints... 43 44
- 24. touchpoints on consumer journey retail marketing Relevance, convenience and low cost play a huge role in the store for the Charismatic Wildcard. In order for the consumer to purchase an item, it needs to make sense for them and be conveniently placed for them to impulsively pick up. Crowd Crowd Huddle-Up Hike Blitz Juke Touchdown! Crowd Crowd Breakaway 45 46 The Post- Game Talk
- 25. retail marketing retail marketing The Charismatic Wildcard likes to feel that their purchase is relevant to the watch party experience. If Skittles could create a POP display that featured the NFL game day, then they would feel more justified in bringing it to a watch party. The target is very conscious of saving money and is easily influenced by deals and coupons. Many of the consumers said they had a planned path or mental shopping list before they walked into the grocery store and would often skip the candy aisle altogether for watch party events. In order for them to buy candy at all, the section of candy would need to be strategically placed before they reached the checkout line. If candy is near gameday related foods and placed near the front of the store, the Charismatic Wildcard would be more likely to purchase it for their watch party. Point-of-Purchase Displays Placement in Store 47 48
- 26. onlineretail marketing Because the Charismatic Wildcard either does not associate Skittles with gameday foods or is not even aware of the partnership with the NFL, packaging is a key way to communicate the relationship between the NFL and Skittles. A study by Sports Business Daily reports fans are more likely to recommend and consciously support brands sponsoring the NFL. Currently Skittles does now show its NFL affiliation on its packaging, and doing so could increase its brand equity. Additionally, our primary research showed that people are willing to spend more if products are packaged with the NFL. Our target engages with their phone throughout their whole journey, meaning there are opportunities to expose them to messaging every step of the way. Emarketer projects that among our target age range, mobile phone penetration will come in at 96.5% by the end of the year. This is the highest rate for any age bracket. Digital ads are especially important for reaching sports fans; 77% of sports fans watch the game with a second screen nearby. It is clear that, if a marketer hopes to reach a young, sports-oriented target, digital is a powerful avenue through which to do so. Packaging 49 50
- 27. social media social media Our target consumers use Facebook to send out invites to watch parties and share Buzzfeed articles and Tasty videos on certain links and ideas. They use the filters and geo-tags to show their friends what they are up to and love to look through their friends’ stories. They will often check Snapchat while they are out to see what other people are doing during an event. They use Twitter to scroll through brands they follow and retweet their favorite posts that are gameday related. Our consumers use Pinterest to find inspiration and ideas to incorporate at their next gathering or party. They might check it before a big event for food and beverage inspiration. Facebook Twitter Pinterest Snapchat 51 52 Unlike the generations before them, millennials are strongly influenced by advertising on social media. According to a 2015 poll by Blackhawk Engagement Solutions, 55% of millennial internet users said they discovered new products, sales and shopping-related news on social media. Our research indicated that our specific target responds best to Facebook, Snapchat, Pinterest and Twitter in the context of Skittles and the NFL.
- 28. television television Charismatic Wildcards appreciate authenticity, so just simple TV advertising is not enough. Pop culture heavily influences the target. By finding shows that they watch and putting Skittles in them within the context of the NFL game, Skittles can hope to start changing people’s minds. For example, the shows New Girl and It’s Always Sunny in Philadelphia both created drinking games that are now played by their fans. These games are synonymous with the show’s brand. If Skittles can position itself as part of the gameday spread within a TV show, then people are likely to copy their favorite characters. Television is a great way to reach the target during watch parties on NFL gamedays because the TV is central to the gathering itself. Our research concluded that Skittles needs to create an image of themselves within NFL culture. Skittles would not need to make this their primary advertising, but instead should tailor these NFL-styled commercials to air during NFL games. Product Placement TV Advertising 53 54
- 29. indirect touchpoints indirect touchpoints Skittles’ consumers are more likely to trust what they hear from friends and third party sources. Because of this, Skittles needs to continue to cultivate fans. Skittles already has a strong fan base, but it needs a new, more niche NFL-oriented segment. They need to convince these people that if they bring Skittles, then it will be well-received and thus they will share with their friends. The watch party is a crucial step in pushing consumers towards accepting Skittles as an NFL food. It was clear throughout our research that consumers are strongly inspired and influenced by previous party experiences. If they saw that a particular food was a big hit at a prior watch party, the likelihood that they’ll bring that food to their next party is greatly increased. Word of Mouth Watch Parties 55 56
- 30. recommendations To successfully build a relationship between Skittles and the NFL, we recommend the following... 57 58
- 31. Skittles would do well to identify brands that are top-of-mind for watch parties. We recommend that Skittles partner with these brands to offer Skittles in conjunction with the purchase of these products. For example, consumers could buy a two-liter Pepsi product and get a free party-size bag of Skittles. This partnership strategy has been successfully implemented by Pepsi and Papa John’s in the past. By offering Skittles for free as a package with brands likely to appear at a watch party, Skittles injects itself both into the mind of the consumer as well as the party itself. If the attendee is buying Papa John’s pizza for a watch party and then receives a free party-size bag of Skittles, the likelihood that Skittles will make an appearance at the party is that much higher. Additionally, by partnering with these NFL-relevant brands, Skittles builds brand equity as an NFL watch party food. Our focus group testing revealed a key tension: while it is very unlikely that attendees would bring Skittles to the party, if Skittles were present they would be eaten. This means that the challenge is not getting consumers to accept and consume Skittles at an NFL watch party, rather the challenge is to find a way to get Skittles to the party in spite of the low chances of someone buying them for a watch party. product partnerships 59 60
- 32. retail marketing According to the Harvard Business Review, point of purchase displays play a more important role in consumers’ decision-making than before with an upsurge of impulse buying. In fact, according to eMarketer, 83% of millennials admit to having made an impulse purchase. According to our research, many millennials would be more likely to purchase a food item for a watch party if it was on a display that featured the NFL or other gameday related food items. We recommend that Skittles create a “Scooper Bowl” as a bonus item. This bowl From our research, we discovered that many people are unaware of Skittles’ partnership with the NFL or forget about it by the time they go to the grocery store. To solve this issue, we suggest Skittles feature the NFL logo on their packaging. Additionally, we suggest that a bulk purchase of fun-size party bags would feature Skittles sponsored NFL teams so customers would be eager to bring it to their watch parties. Point-of-Purchase Displays "Scooper Bowl" NFL Team Packaging 61 62 would be in the shape of a helmet that would feature the geographically relevant team and a small scoop for party guests to grab Skittles from the bowl without any fear of germs.
- 33. fantasy football alcohol pairing We recommend having a heavy presence among the fantasy football community. According to a 2015 study, roughly a quarter of the US population planned to play fantasy football. Fantasy football users are constantly checking their scores when NFL games are on, so these apps are great ways to reach our target. Research revealed that our target watches the NFL more commonly because they care about their fantasy players rather than the teams playing. This insight alone makes fantasy football a huge part of the NFL culture that Skittles is trying to join. Fantasy also adds another social dimension for our consumer to engage. NFL parties aren’t confined just to watch parties. Many fantasy football participants all gather at the league commissioners house each August for a draft party. At these parties, a total of 58% of the fantasy community plans to spend an average of $64 on food for their draft party. We want Skittles to be present at these fantasy draft parties, not just NFL watch parties. *Study found in New York Post Confectionary candies have an advantage over chocolate candy in terms of being paired with liquors. As the market leader in the confection category, Skittles has a tremendous opportunity to capitalize on pairing with alcohol. This would be intended for people 21 and over, which is still a majority of our target. Although beer is the main beverage consumed at NFL viewing parties, liquor is still welcomed. This is fitting because Skittles’ brand image is fun and eclectic – in other words, the life of the party. We identify two main ways Skittles can approach this: the first is through a direct product partnership between Skittles and a brand of vodka, the second is through leveraging social media with the help of third party advocates. Under our first recommendation, Skittles would partner with a popular brand of vodka, create several different Skittles flavors and position this new line of products as “the official liquor of the NFL.” This approach would establish a clear pathway for Skittles to enter the NFL viewing experience and appeal to an older audience. Our second recommendation is for Skittles to partner with third party advocates to promote Skittles liquor pairings and recipes through social media. With this approach, Skittles still has entry into the NFL viewing party experience without directly partnering with a brand of liquor and potentially alienating fans of the candy. 63 64 Because our target doesn't attend watch parties every weekend, Skittles must be present on every occasion in which food, socialization and the NFL converge.
- 34. make the super bowl a holiday The confectionary industry already revolves around major holidays. We propose that Skittles treats the Super Bowl much the same. The Super Bowl is arguably one of the most observed holidays in the U.S. It is the most watched event each year and carries a unique opportunity for brands to be creative while reaching a mass audience. There are two ways that Skittles can approach this. It can create an advertising campaign that is centered around the Super Bowl and raise awareness leading up to the big game, or it can start a campaign much like Anheuser-Busch’s campaign to make the MLB opening day into a national holiday. The first approach allows Skittles to continue its current marketing strategy, and simply tailor it to the Super Bowl. With the other option, Skittles would start a petition and generate buzz about trying to make the Monday following Super Bowl Sunday a national holiday. Many already treat it as one and it is constantly talked about on sports stations. For Anheuser-Busch, while they are already known as MLB sponsor, it helped to further cement them into the minds of consumers as a brand who understood its fans and the sport they loved. For Skittles, it would allow many to see them as an actual NFL sponsor who cares about the sport beyond what it can do for their sales. By doing one or both, Skittles can become a part of the NFL experience and from there leapfrog to the gameday spread. 65 66 Confection Calendar
- 35. product placement out-of-home advertising Inserting Skittles into the NFL culture will be a process that starts with frequency advertising. Research told us that consumers are influenced by what they see on television. We suggest inserting Skittles into TV shows, such as New Girl, that will reach Charismatic Wildcards. Making this product a constant part of the show might come across as a bit of a jump, but many times TV series will feature a product on one episode as a well-integrated part of the storyline. Modern Family successfully did this with the iPad and Apple received positive attention because of it. Doing this would create buzz for Skittles, and whether they know it or not, influence viewers. Product placement can go beyond partnering with a specific series. A strategic way for Skittles to join the football culture is to get in the stadium itself. Skittles should be in and around the stadium as much as possible. Things like advertising in seating areas or sponsoring a segment during the game such as “Colors Cam” would undoubtedly end up on our viewers television screens. 67 68
- 36. meet The team 69 70 Breckyn Crocker Faith Vickery Michael Briggs Izabelle Hundrev Jacob Renie Maddie Magruder Qualitative Research and the Consumer Journey