Professional Documents
Culture Documents
Conclusion 22
AxioMedia 23
1
Peanut Butter is one of eight segments of the Snack Food industry that accounts for over $25
billion in revenues1. The Snack Food Industry, which in its maturity stage has grown at a modest
pace of 1.8% and has remained successful with continued product innovation2. This slow growth
has several contributing factors:
Jif
Jif is owned by J.M Smucker Company and focuses their campaigns
around Mom’s, using the tagline “Choosy Mom’s Choose Jif.” Their
website plays along with this elaborate strategy, featuring recipes for Generic Brands
mothers, and contests to stoke the competitive fires of every mom Generic Brands focus
who is assigned kitchen duty. Jif’s catchy slogan and advertisements on price and has shown
entice that Mother’s choose Jif because it the healthiest and best to be a profitable
option for their child3. strategy. Peanut butter,
to the non-brand
Peter Pan loyalist, is just peanut
butter with no added
Peter Pan is owned by Conagra and is a nostalgic brand that appeals value. The generic
to the kid in you who doesn’t want to grow up while simultaneously brands are able to tap
appealing to your wallet. After a salmonella scare in 1996 Peter Pan into this price sensitive
was pulled off the shelves. Ever since they’ve been struggling to market.
recreate their brand as one that the “whole family” can enjoy. Their
most recent tagline is “Spreading Childhood Memories” which
reinforces the nostalgia of the brand4.
Strengths Weakness
•High Brand Awareness •Slogan
•Some Brand Loyalists •Lack of Marketing/Advertising
•Effective Website (recipes, •No Specific Target Market
history, info about product)
•Ineffective Reach of Target
•Established Company and Place Market
in the Market Place
•Lack of Real Positioning
•Accessible in Any Grocery Store
5
We are going to be targeting Children ages 5-11
Targeting peanut butter to children will develop life long Skippy users and brand
loyalty as they grow-up. Although children do not have any buying power at this
age, children do have a large influence over what their parents are buying at the
grocery store. If we can get children to grow up on Skippy and become lifelong
users, we will have every age group purchasing Skippy.
Longevity is Key
The brand will grow from generation to generation 6
The ideal consumer based on our
target would be:
Ages 5-11
Children are best defined as imaginative,
Boy or Girl youthful, excited, inquisitive, and are
Middle Class Family constantly asking questions. They love to
know what is going on and love to be
Interests: sports, video games,
coloring, school involved, especially when it comes to
having fun.
Values: Acceptance, achievement,
affection, confidence, creativity,
curiosity, enthusiasm, family,
happiness and playfulness. 7
Skippy's current campaign "Fuel the Fun" is centered around family values, nutrition,
interaction and the development of new products. The problem here lies in the fact that
adults are set in their ways, motivated by price, have restricted usage and view all peanut
butter the same way.
Our new positioning aims at children ages 5 to 11 years old. The solution we're providing in
children is that they're influencers, the ultimate users of this product and the next generation
in consumers. They will value the deliciousness of a Skippy & Jelly sandwich. We ensure
taking this route will allow for flexibility and longevity. There's flexibility in this campaign by
being able to move past the campaign itself by creating TV shows, and stuffed animals that
represent Skippy. Longevity starts where life begins, with childhood, and creates life long
users.
Our positioning statement entails the following: "Skippy is the best peanut butter because it's fun to
eat and I love the taste! It provides a ton a peanutiness in every jar!"
Our kid friendly tag line will be "Yippy for Skippy!" which is how our consumers will
respond after taking a bite of our delicious Skippy Peanut butter.
8
Characters: With the circus theme exemplifying the brand, we'll have six specific characters with the
ability to branch out and encompass the brand as their own entity. The characters are Chunky the
Elephant, Creamy the Lion, Nutty the Clown, Pea and Nut the Monkeys and Honey the Bear.
New Jar: Our new jar concept deals with the issue in most peanut butter jars which is the ability to
get the peanut butter out of the bottom without getting peanut butter all over your hands. To solve
this problem we are implementing a shorter, wider jar to ensure ease of access. Additionally, the new
label on the jar will be fun and intriguing and interactive. The label will be a peel off coloring sheet.
Later in the year, as we get to the co-op the back label will become contest information.
9
This media plan is based on the frequency of exposure and reach of children that each medium can deliver. Phase I attempts to build awareness of the
new positioning for Skippy using television, outdoor structures, internet, and other non-traditional means to communicate to our target audience.
Phase II reinforces and enhances the awareness and interest that children will have for Skippy. All of the aforementioned mediums will be continued
along with introducing magazine ads, a partnership with the Ringling Brothers, video games, and an art curriculum. All of the months that these
mediums have been assigned to run are based on how children are exposed to the mediums. For example, the art curriculum runs during the school year,
the outdoor ads during the warmer months, and the grocery store during the time where kids are not in school. When kids are not in school, they
typically go shopping with their parents and therefore would be exposed to the advertisements.
10
Broadcast- Television Commercial
Media Vehicles Disney
Channel, Nickelodeon, PBS
Kids, Warner Bros and Cartoon
Network
Go to http://www.youtube.com/watch?v=-MBOZRGBTMw to view 11
this animated storyboard.
Print- Magazine Ads
Scratch N Sniff Ad
12
Print – Magazine Ads
Coloring Page Ad
Media Vehicles Family Circle, Sunset , Good House keeping and Parenting.
Timing Phase I- August -October and February - April
Rationale This ad will run in parenting magazines in order to increase awareness to the parent about the product. The ad will be made out
of cardstock so it is easy to tear out and makes for a solid coloring surface for the child. These types of adult magazines are always sitting
around the house and in doctors offices. Not only are parents reading them, but children are looking through the ads and pictures as well.
13
Outdoor – Life Size Circus Characters
Media Vehicles In and around parks, schools and playgrounds
Rationale The outdoor aspect of the campaign aims to target kid's when they are
not at home, but out playing. This is a very cost-effective and effective way to reach
our demographic. The characters are a primary aspect of our new circus themed
campaign. They'll generate buzz and excitement in the new launch of the campaign.
Additionally, they'll see our new fun "Yippy for Skippy!" tagline and label.
14
Non-Traditional-Grocery Store Interaction
Media Vehicles
Local Grocery Stores
Timing
Phase I- June – August.
Phase II- December -
February
Rationale
This is not implemented
very often but has been
Located on children’s grocery
proven to be effective. This carts will be a sign that reads
is an interactive activity for
children to participate in by “Can you find our trial of
peanuts?!”
helping Pea and Chunky
find his peanuts! The trial Throughout the store there will
will lead the child to the be a trail of peanuts leading to
the peanut butter aisle. Children
shelves of Skippy Peanut
will be enticed to follow the trail
Butter. and bring their parent straight to
Skippy.
15
Co-op Advertising – Ringling Brothers Circus
Fifty lucky winners from October until June will receive a pair of
tickets to the upcoming Ringling Bros and Barnum and Bailey
Circus appearing in their corresponding towns as winners are
announced. On the back of each Skippy jar during this time
period will be a promotional label to encourage users to visit the
Skippy website and enter to win tickets.
16
General
Internet Advertising Banner Ad
Media Vehicles
Webkinz.com, ClubPenguin.com, Disney.com, NeoPets.com, kids.yahoo.com,
addictinggames.com, peanutbutter.com and AOLkids.com,
Timeline
General: Phase I- July – September. Phase II- January – March, July - September
Co-op: Phase II- October – December, April- June
Rationale
The general banner ad starts out in the awareness phase of the campaign getting
out the new look, message and characters. The co-op banner ad focuses and draws
in the target audience with a contest. The banner ads have the potential to flash,
however can stand alone. Although networking sites are very popular and
successful forms of advertising, these are the effective and entertaining equivalents
for children on the internet.
Co-op Banner Ad
17
Buzz Advertising- NeoPets
Depending on the student’s grade level, certain criteria for each project
must be met in order to qualify for the end of the year Art Contest.
Students will choose one project they created throughout the year to
submit to the Skippy Art Board. Winners will be featured on the Skippy
website and will also win a trip to the Ringling Brothers Barnum & Bailey
Circus.
19
Buzz Advertising- Video Game
Concept: Strategy Game Media Vehicles addictinggames.com,
kids.yahoo.com, aolkids.com, peanutbutter.com
Storyline: The fun character, Nutty the Clown, is on Timing Phase I; Aug.-Nov. & June-Sept.
a daring rescue to try and locate the other members
of the Skippy Circus, from the evil anti-peanut lover Rationale This a fun interactive way to get
children involved with the product. They’ll be
Mr. Burns. There is no second player available for
visiting these game sites daily therefore it is a high
this
reach and frequency.
game.
These magnets will come in a full sheet and will be bundled with select
magazines and will be give out at grocery stores. The letters S-K-I-P-P-Y
contain the circus characters.
21
The ultimate success of our campaign lies within its
flexibility and longevity. We hope to extend the creation of
our characters through other pathways, such as television shows,
making them more than just a face for Skippy, but a lifelong friend
to our consumers. All of our advertisements come together to
generate a cohesive campaign, leaving children engaged and
begging their parents to buy Skippy Peanut butter until they are
able to buy it for themselves.
22
AM
innovation. success. longevity
23
Jenna Millan Cassie Muntz Sebastian Valmont
Ana Domingo
AM
innovation. success. longevity. 24