Kellogg's Released Two New Products In 2020: Mermaid Waffles ✓ Solved

Kelloggs Released Two New Products In 2020 Mermaid Waffles

Kellogg’s released two new products in 2020: Mermaid Waffles and Unicorn Waffles. You have been tasked with creating an IMC campaign for the new products. Create a PowerPoint presentation and include the following: Set 1-2 goals, choose your campaign theme (i.e. consistent/central message), identify your target audience, decide how you will share your message (i.e. elements from the promotional mix), provide one example from your IMC campaign (i.e. in-store promotion, commercial, print ad, social ad, radio spot, etc.).

Paper For Above Instructions

In the contemporary landscape of marketing and advertising, Integrated Marketing Communications (IMC) has emerged as a crucial strategy for brands looking to leverage synergies across various channels. This paper details an IMC campaign for Kellogg’s new products launched in 2020: Mermaid Waffles and Unicorn Waffles. The campaign is designed to captivate a youthful audience while establishing a distinct identity for both products.

Setting Campaign Goals

The primary goals of the IMC campaign for Kellogg’s new products are:

  • Increase Brand Awareness: The campaign aims to elevate consumer awareness of Mermaid Waffles and Unicorn Waffles by at least 30% within the target demographic within the first six months of launch.
  • Drive Sales: The second goal is to achieve a sales increase of 20% in the first year compared to existing products in the same category.

Campaign Theme

The central theme of the IMC campaign is “Magical Mornings.” This theme encapsulates the enchanting experience of having breakfast with these whimsical waffles. By positioning the products as not just breakfast items but as magical morning experiences, Kellogg's can appeal to children and parents alike. The campaign will use vibrant colors and playful imagery to resonate with the fun aspect of breakfast.

Target Audience

Identifying the target audience is pivotal to the campaign's success. The primary demographic for Mermaid Waffles and Unicorn Waffles includes:

  • Children aged 4-12: Kids in this age range are likely to be attracted to the whimsical nature of the products.
  • Parents: The secondary audience consists of parents who prioritize fun and engaging breakfast options for their children. Parents are also key decision-makers in purchasing these products.

Sharing the Campaign Message

To effectively convey the “Magical Mornings” message, the campaign will incorporate several elements from the promotional mix:

  • Digital Marketing: Utilize social media platforms like Instagram and TikTok, featuring engaging content such as fun, vibrant videos showing children enjoying the waffles. Influencer partnerships with family or food influencers can amplify the message.
  • In-Store Promotions: Create eye-catching point-of-purchase displays that incorporate elements of the magical theme. Free samples during peak shopping hours can entice customers to try the products.
  • Television Commercials: A series of lighthearted, animated television commercials could depict the fun experiences children have with Mermaid and Unicorn Waffles, thus solidifying the campaign theme.
  • Print Advertisements: Design colorful advertisements for magazines targeted at parents, showcasing the unique qualities of the waffles and encouraging mothers to purchase them for their children.

Example of IMC Campaign

One compelling example of the IMC campaign is an interactive social media contest dubbed “Magical Morning Moments.” This campaign segment encourages parents and children to share their experiences of enjoying the waffles through posts and videos on social media using a specific hashtag, such as #MagicalMorningWithKelloggs. Entries that best capture the theme will be entered into a monthly giveaway, where winners receive Kellogg's products and special merchandise such as themed plates and utensils. This will not only engage the audience but also foster community among Kellogg's consumers.

Conclusion

The IMC campaign for Kellogg’s Mermaid Waffles and Unicorn Waffles aims to create a compelling narrative around the notion of “Magical Mornings.” By setting clear goals, establishing a unifying theme, and targeting the right audiences through various promotional channels, the campaign seeks to enhance brand awareness and stimulate sales significantly. The incorporation of interactive elements such as social media contests will further engage the audience, creating a fun and memorable experience that aligns with the whimsical ethos of the products.

References

  • Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
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