Background
Sour Patch Kids (SPK) is fun Non-Chocolate Confectionery (NCC) Snack who’s brand positioning falls into Igniting Lovable Mischief.
Industry: Non-Chocolate Candy
Team credits: Claudia, Maria, Lyss & Suchi
Our research shows that familiarity is the highest factor to purchase decisions for those that purchase in the non-chocolate confectionery.
Research showed that out target audience are snacking more, buy Non-Chocolate Candy to fulfill a craving & buy it for their loved ones.
Primary Target:
Gen Zer’s (18-26) following the “treat yourself” mentality.
Halo Target:
Older (27-40) Millennial that identify as Hispanic and African-American.
Where does SPK rank?
Data Provided by SPK, 2024
Secondary Screen usage by age
OOH Advertising creates a sense of desire.
About 50% of Millennials listen to podcasts of a weekly basis. 30% of Gen Z listen to podcasts on a weekly basis.
40% of our target audience uses Linear TV as their secondary screen.
Target Audience Media Habits
C
larify objectives & Audience
The goal with the media plan is to:
make SPK the top everyday (NCC) snack for target audience
drive salience and brand love through championing the “Sour then Sweet” equity.
How do we increase consideration among Gen Z and Millennials (A 18 - 40) and eventual purchase of the NCC brand?
Data Provided by SPK, 2024
Gen Z & Millennials have been growing in users for Connected TV.
More than half of Gen Z’ers spend four or more hours per day on Social Media. Gen Z’ers are digital natives.
YouTube, Instagram, TikTok and Snapchat are the most used platforms for Gen-Z’s.
O
utline media channels and strategies
MEDIA STRATEGY
Use a variety of media channels that both Gen Z and older Millennials live in to increase consideration as well as incentivize those in the NCC space to purchase SPK.
COMMS STRATEGY
Position SPK as the multi-generation candy that seamlessly connects with both Millennials and Gen Z.
Role of Channel & Strategies
INSIGHT
With Gen Z and Millennials' sour-sweet clashing bond, their upbringings tie in together with their shared love for their favorite childhood sweets.
L
everage data and outlay the budget
Designated Market Area:
New York City, Los Angeles, Atlanta, Miami
National - Major Cities
Budget:
$24M
O
rchestrate the consumer journey &
Media Goal:
Measurement
Business Goal:
Make SPK the top everyday NCC (non-chocolate confectionery) snack.
Driving Salience and Brand Love through championing the ‘Sour then sweet’ equity.
