Kellogg's Released Two New Products In 2020 Mermaid W 608916

Kelloggs Released Two New Products In 2020 Mermaid Waffles And Unico

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 instruction

Introduction

The advent of innovative food products often calls for strategic communication campaigns to effectively capture consumer interest and drive sales. In 2020, Kellogg’s expanded its breakfast product line with the introduction of Mermaid Waffles and Unicorn Waffles—two brightly themed, themed breakfast items aimed at attracting a diverse consumer base. Developing an integrated marketing communications (IMC) campaign for these products requires a clear understanding of objectives, target audiences, messaging consistency, and promotional channels, which collectively serve to effectively position these products within the competitive breakfast market.

Campaign Goals

The primary objectives of the IMC campaign for Kellogg’s Mermaid Waffles and Unicorn Waffles are twofold. First, to increase brand awareness among target consumers by highlighting the unique visual appeal and fun factor of the products. A secondary, quantitative goal is to boost sales by incentivizing purchase, achievable through engaging advertising and promotional activities. Specifically, the campaign aims to achieve a 15% increase in product inquiries and a 10% boost in retail sales within the first six months post-launch. These goals will be tracked through social media metrics, sales data, and retail distribution reports.

Campaign Theme and Central Message

The campaign theme centers on "Whimsy and Wonder in Every Bite," emphasizing the playful and imaginative qualities of Mermaid and Unicorn Waffles. The consistent message communicated across all channels is that these waffles transform ordinary breakfast routines into magical experiences. The visual branding employs vibrant colors, enchanted marine and fantasy motifs, and cheerful, engaging slogans like “Dive into Deliciousness” and “Unleash Your Imagination.” This theme aligns with the broader desire among consumers for fun, visually appealing foods that add excitement and joy to their daily lives, especially among children and young families.

Target Audience

The primary target audience includes children aged 6-12 who are influenced by colorful, fun, and character-driven food products. Secondary audiences include parents aged 30-45, who purchase breakfast foods for their children and seek nutritious yet enjoyable options. Furthermore, the campaign also targets young adults and teenagers drawn to trendy, Instagrammable food items that allow for social sharing and self-expression. Demographically, the core segments are families with young children, urban millennials, and social media-savvy teens who value fun, creative eating experiences and are receptive to engaging visual content.

Promotional Mix Elements

To effectively communicate the message, the campaign will leverage multiple channels from the promotional mix:

• Advertising: Engaging TV commercials and digital ads featuring animated characters and vibrant scenes to captivate children and parents alike.
• Public Relations: Collaborations with parenting bloggers and influencers to generate buzz and authentic reviews.
• Sales Promotions: In-store displays, sampling programs, and limited-edition packaging to enhance visibility and encourage trial.
• Social Media: Interactive campaigns on platforms like Instagram, TikTok, and Facebook with hashtags such as #MagicBreakfast and #WishUponAWaffle to foster sharing and community engagement.
• Point-of-Sale Promotions: Bright, eye-catching displays in retail outlets aligned with the whimsical theme to entice spontaneous purchases.
• Digital Content: Short videos and GIFs showcasing recipes, fun facts, and recipes to sustain interest and engagement online.

Example of IMC Campaign Element

One illustrative element of the campaign is a social media contest hosted on Instagram and TikTok, titled “Create Your Magic Waffle.” Participants are encouraged to share photos or videos of their creative ways to enjoy Mermaid or Unicorn Waffles, using the campaign hashtag. Winners receive a year’s supply of Kellogg’s waffles, exclusive merchandise, or participation in a live virtual cooking class. This contest employs social media engagement, user-generated content, and influencer partnerships to build excitement, promote sharing, and increase brand visibility. It also aligns with the playful, imaginative theme while creating authentic consumer experiences that foster brand loyalty.

Conclusion

In conclusion, the IMC campaign for Kellogg’s Mermaid Waffles and Unicorn Waffles aims to blend vibrant visual branding, targeted messaging, and multi-channel promotions to capture the interest of children, parents, and trendy young consumers. Through a carefully orchestrated mix of advertising, social media, public relations, and in-store tactics, the campaign aspires to elevate these new products from novelty items to must-have breakfast options. By emphasizing a theme of whimsy and wonder, Kellogg’s can successfully position its products as fun, imaginative, and share-worthy—core qualities that resonate with the modern consumer seeking joyful eating experiences.

References

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