By: Wendy Greenwood, Contributing Author
If smiles are missing behind your mask, you’re not alone. Consumers continue grappling with a health crisis, natural disasters, a social movement, and the ensuing economic downturn. So what’s a brand to do? For many marketers, their solution is to bring joy back into their lives. Agile brands in the consumer packaged goods (CPG) industry are resetting and recalibrating by dusting off tried and true tactics, even reaching up their sleeve for new ones. Here are a few examples that should be on your radar.
Make’em Smile Again
Diaper brand Huggies recognized that new mothers and grandparents painfully refrained from close contact with their friends and families, causing emotional hardships at a time when hugs were needed the most. Although diapers are a household staple for new families, Kimberly-Clark wanted to build brand affinity and purchase preference. Its latest campaign in Canada, “the ultimate hug,” shows the joy experienced by a grandmother when she is finally able to hug her grandson, now that they can visit together. Nothing like tugging someone’s heartstrings to motivate a purchase.
Shine a Smile on Community Impact
Lay’s “smile” packaging returned for a limited time, featuring smiles on its chip bags from 30 people who helped their communities. The “Everyday Smilers” were chosen for their service in homelessness, hunger or healthcare. Selfies were taken, submitted digitally and then enhanced. This was a brilliant move, at a time when photoshoots were impossible to do. The campaign raised $1 million for “Operation Smile,” a medical charity that provides surgery to those with cleft conditions. As an extra bonus, Frito-Lay brought back its “fan favourite” chip flavours – Fried Pickles with Ranch, Kettle Cooked Beer Cheese and Hot Sauce. Yum!
Surprise and Delight Your Audience with Benefits
This tactic must have been in every marketer’s toolbox at one time. It’s about showing appreciation to your customers and giving them a benefit that exceeds their expectations. Faced with unemployment, working from home or taking care of loved ones, new priorities have emerged. Marketers who really understand their target audience can be there to help solve their new problems.
One such dilemma facing families this fall is how to keep their kids safe this Halloween. Hershey Canada developed a game on Snapchat called “Treat Quest” so kids can experience Halloween at home. Players search for virtual candy, such as Reese, Oh Henry, Hershey Cookies & Cream, Twizzlers and Jolly Ranchers. As they play, users can unlock special Halloween-themed Snapchat lenses and win prize packs and a donation. The charitable partner is the Boys and Girls Club of Canada. It will be interesting to see how retailers and shopping malls will reimagine visits with Santa this holiday season.
Bring A Solution to Dinner
Several brands are responding to the social justice movement. Mars Food has rebranded Uncle Ben’s rice as “Ben’s Original.” Quaker Oats is retiring its 131-year-old Aunt Jemima brand. These changes were long overdue.
And then there’s Miller Lite’s “Cantenna” campaign, trying to solve a problem that we didn’t even know we had. Targeting “cord cutters” that stream TV from questionable websites, the ads feature new beer cans where you can stream NFL games for free with a USB that connects to your TV.
Other CPG brands are hoping to spice things up on the home front, such as Canadian favourite Kraft Dinner. Affectionately known as “KD,” a limited edition pumpkin spice flavoured mac and cheese will be available in October. But if you didn’t get on their waiting list and answer the survey, you may be left wondering what all the fuss is about. Say cheese!
You don’t have to be a CPG marketer to respond with solutions to your customer’s new challenges. Marketers in every industry need to understand what problems their customer is experiencing. What can you do to recalibrate your brand and make meaningful changes, either by letting go or embracing something new?