Brand Exploratory: Associations (Appendix A, Fig 1-1)

Salience: Dessert, Jell-O jingle, Jell-O shots

100% of our respondents were familiar with the brand. The jingle, “J-E-L-L-O" was
mentioned numerous times during our survey. It is an earworm that contains the brand name
within the jingle, making it a strong, unique association catered to children who love to sing
along. The brand category, dessert, was prominent as well. Although it is strong and favorable, it
is not unique.

Performance: Jiggle, Additives/artificial, Multiple uses- wedding/BBQ/kids

Jell-O can be described in many ways depending on who you ask. Some common
characteristics you may associate with Jell-O include “jiggly”, “Jell-O shots”, and “dessert”
which come in many assorted colors and flavors. However, one thing that remains constant with
Jell-O is its product reliability. If the user does not botch the cooking of the Jell-O, it will be the
same as any box on the shelf at the store. The same with its reliability is true with the brand's
price, style, and design. They have had the same packaging and ingredients in the box for many
years, making it easy for the consumer to know what they are getting into. Jell-O has been and
will continue to be used in many ways. From shots, to pudding, to dessert, to a mess for kids,
Jell-O has an unlimited number of uses for whatever the situation the consumer may have. The
user profile also ranges as it can be used for a dessert at your wedding or a fun way to drink with
your friends at a BBQ or a fun snack for a child.

Imagery: Bright colors, big bubble logo, jiggly, illness/sickness, pop culture reference: Dwight’s
stapler
Jell-O's bright, colorful logo and product colors lead consumers to the fun, playful
feelings. This is one of its strongest associations as it is consistently used through packaging,
TV/print ads, and even the product. The Jell-O jiggle is very recognizable and has a unique
association. Many of the respondents commented they were served Jell-O in the hospital or even
before a colonoscopy. The frail/weak/sick association is negative, but also beneficial for the
brand. The brand wants consumers to think of Jell-O for other circumstances as well.

Feelings: Nostalgia (childhood), Fun, Revolting

For the Feelings section of the pyramid, Jell-O does a great job of generating a fun,
youthful response from the consumer when enjoying their products. The reason being their
products can be enjoyed on-the-go, thanks to their packable design, in addition to bringing a
sense of enjoyment thanks to the sweet, jiggly nature of certain products. While enjoying Jell-O
products, the consumer may very well experience nostalgia thanks to the enjoyment the product
gave them from a young age. In addition, there is a feeling of comfort. Consumers know exactly
what they are getting when enjoying what Jell-O has to offer. Their products are simple, yet
repeatable, which leads to a feeling of surety. Jell-O fans also don’t have to feel like they are
overpaying when it comes to enjoying their products. It is an economical snack that has been a
staple in households since its inception. “It was fast, unlike the traditional method of making
gelatin. It was economical: A homemaker could stretch her family's leftovers by encasing them
in gelatin. And, since sugar was already included in the flavored mixes, the new packaged
gelatins didn't require cooks to use up their household stores of sugar (Grey, 2023).” So, it is
nostalgic and was a complete game changer for families looking to stretch their funds to feed
them. The fun association is strong and resonates with the child demographic. It makes dessert
unique compared to competitors. Many vegans associate a negative feeling with the animal-
based gelatin. 20% of the respondents have never purchased Jell-O (Appendix A, Fig 1-2). Many
cited the animal by-products as the primary reason for not making the purchase.

Judgements: Bill Cosby, Delicious, Kid-friendly

For the Judgements section of the pyramid, Jell-O has had to face some criticism due to
their marketing choices. Jell-O provides delicious, kid-friendly snacks. When choosing a brand
ambassador in the 1980’s, Jell-O tabbed Bill Crosby as the celebrity of choice to help promote
the brand. At the time, Crosby was incredibly famous and represented a family man. Fast-
forward in time and tabbing Crosby to promote the product was a massive error due to his ethical
choices that lead to him getting sentenced to prison. Having his name associated with a product
that is supposed to be fun and enjoyable, was now tied to the face of an individual who
committed horrific crimes. Although it was not Jell-O’s fault, the association still lingers. What
was once a strong association is fading with time. Even though there are some unfortunate
feelings that get associated with Jell-O due to their Crosby ties, they are still promoting feel-good
products, which is why consumers still view Jell-O as a tasty, vibrant snack.

Resonance: no associations
Jell-O is currently lacking associations to brand loyalty, community and engagement.
None of our respondents mentioned this is their favorite dessert or dessert of choice. In the past,
there was a strong resonance. Jell-O salads were a mainstay in America. “It was this country’s
national dessert, eaten by presidents at the White House, depicted in advertising by leading
actors and artists, and a symbol of Americana” (Meyersohn, 2022). The brand has not engaged
on social media, so there is no opportunity for engagement of those platforms.

Extreme Users
On the one end of the spectrum are the avid Jell-O fans/users. From personal experience,
there is the school-age child who insists on a lime Jell-O cup every day for her snack. It must be
in the easy-for-her-to-hold plastic cup, and she eats every bite. It is the right size and flavor. If
this need is not met, screaming ensues. When the need is met, she hums/giggles/smiles. Another
example is a friend who takes immense pride when someone compliments her baking. She likes
to share her secret ingredient is Jell-O pudding baked into every cake. Jell-O pudding makes her
feel smart, like she is in-the-know, and an expert baker. A recent New York Times article
mentions this secret ingredient being used by a Michelin-starred restaurant and the famous
Magnolia Bakery (Krishna, 2023). There is a bit of shame in not using a high-end secret
ingredient, but then there is pride in knowing the taste is delicious.
On the other end of the spectrum, are the consumers disgusted by the process of how Jell-
O is made and will not even consider any Jell-O product. “If kids knew about the animal
suffering that goes into making their favorite…Jell-O, it’s likely they would never touch these
things again” (GenV, 2022). Gelatin is made from animals and is not considered vegetarian or
vegan. Our research indicates about 20% of people have never even purchased Jell-O
(appendix?). These extreme users view Jell-O as offensive. The product causes emotions of
disgust and sadness at animal treatment. It is possible to make Jell-O pudding vegan, however
this consumer is so turned off by the idea of Jell-O they will not consider other products.
 References

GenV. (2022, May 31). What is gelatin made of, how is it made and why is it bad? GenV.
https://genv.org/what-is-gelatin-made-of/

Grey, Sarah. (2023, Feb. 7). A social history of Jell-O salad. Serious Eats, Serious Eats.
https://www.seriouseats.com/history-of-jell-o salad#:~:text=It%20was%20fast%2C
%20unlike%20the,their%20household%20stores%20of%20sugar

Krishna, P. (2023, Jan. 13). The power of instant pudding mix. New York Times.
https://www.nytimes.com/2023/01/13/dining/instant-pudding-mix-desserts.html

Appendix A
 Mental Map

Figure 1-1
Figure 1-2