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

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. BACKGROUND
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3. • Made by Mars, Inc.
• Biscuit with caramel and milk chocolate
• United Kingdom in 1967
• United States in 1979
Twix Fiesta
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4. PRODUCT
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5. Fiesta
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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
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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
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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. PRICE
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9. • Same as regular Twix today $ 1.00
Twix Fiesta
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10. PLACE
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11. • Grocery stores
• Movie theaters
• Pharmacies
• Liquor stores
Twix Fiesta
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REGULAR CHANNELS

12. TARGET
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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
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14. OUR CAMPAIGN
• Gen Y
• Innovators
• Between 19 and 36
• Like to taste new flavors and have new experiences
Twix Fiesta
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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
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WHERE ARE THEY?
Social Networks
Streaming Content Apps
Online stores
Hanging out with friends
GENERATION Y

16. CAMPAIGN GOALS
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17. • Engagement
• Awareness
• Trial
• Branding
Twix Fiesta
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18. PROCESS
MAKING DECISION-!18

19. • Chocolate high rate of impulse buying
• Rarely a rational thought-out process
Twix Fiesta
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20. INFLUENCES
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21. EXTERNAL
• Economic
• Culture
• Social
Twix Fiesta
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22. INTERNAL
• Perception
• Memory
• Needs
Twix Fiesta
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23. MAIN COMPETITOR
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24. KITKAT
• Android Kitkat
• "Have a break, have a KitKat"
Twix Fiesta
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25. CAMPAIGN
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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
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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
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INTEGRATED CAMPAIGN

28. • Big offline events
• Video cases on YouTube
• Facebook gallery with all uploaded videos
• Tweets covering the events
Twix Fiesta
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INTEGRATED CAMPAIGN

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
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30. Twix Fiesta
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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. PROMOTION
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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
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33. Fiesta
Here is our Fiesta,
now it's time to show yours.
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34. MEASURAMENTS
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35. • Traffic
• Engagement (shares, likes and votes)
• Publicity and awareness, word of month
• Contest entries
Twix Fiesta
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36. • OfferPop
• WildFire
• Woobox
Twix Fiesta
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HOW?

37. THANK YOU!
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