Holmes Report 24 Apr 2011 // 11:00PM GMT
Whether it’s wiggling or jiggling, Jell-O, one of America’s most beloved brands, has brought happiness to consumers for more than 100 years. However, despite being found in 2 out of 3 homes and with 95% brand awareness, sales were stable due to a lack of “top of mind” consumer awareness, and competition from other snacking options.
In 2010, with a suffering economy, happiness on the decline and wallets stretched, consumers were looking for economical solutions for on-the-go and at-home snacking. With the launch of the “Hello Jell-O” integrated brand equity campaign, consumers were about to be reminded of the simple joys of Jell-O pudding and gelatin and encouraged to reintroduce it to their snacking and dessert rotation. Themed around bringing happy across America, central campaign elements included a refreshed logo, showcasing a smile within the iconic Jell-O “O” and TV spots with an updated Jell-O jingle that closes with a giggle.
To reenergize the brand, Hunter Public Relations (HPR) reunited the longest running spokesperson in
Jell-O history known for bringing smiles, Bill Cosby, and embarked on a 23-city mobile marketing tour searching for America’s best giggle to be featured in a national Jell-O TV spot.
• Re-energize Jell-O brand (pudding and gelatin) by reminding consumers of the happiness and simple joys each spoon full of Jell-O can bring
• Bring to life the Hello Jell-O campaign, ensuring Jell-O stands with one voice across the entire portfolio
• Remind consumers nationwide of Jell-O by getting product into their hands
• Generate high-impact media coverage in national and local media outlets equaling more than 100 million media impressions
• Secure more than 500 giggles nationwide
• Deliver a CPM of $5.00 or less
• All family appeal with skew towards moms ages 25-44 with kids living in the household who are moderate purchasers of Jell-O and are looking for easy, inexpensive snack solutions
• Adult women ages 25-54 who want the satisfaction of great tasting, BFY indulgent snacks but are not necessarily buying Jell-O
Primary research showed the following:
• Jell-O is in the home but consumers are not preparing it, and/or forgetting about serving it
• Jell-O prompted happy feelings and memories for moms, but the brand wasn’t top of mind as an everyday option for family snacking
• Kids were excited about eating Jell-O and wished that mom would bring it home more often
• According to the 2010 Sweet Snacks Brand Value Tracker, when reminded of pudding or gelatin products, 81% of consumers insist on Jell-O over the competition
• Bill Cosby is one of the most recognizable brand spokespeople in Jell-O history and most closely associated to making consumers laugh with his comedic background
Secondary research provided by the advertising agency, Draft FCB, showed the following:
• America ranks 114 out of 143 countries on the Happy Planet Index
• One in five people describe themselves as stressed or unhappy
• On the job happiness levels are at lowest levels in 22 years
• Utilize Bill Cosby, with his inherent ability to make kids and adults giggle, as campaign spokesperson and final judge in search for America’s best giggle
• Highlight the Hello Jell-O happiness campaign and its central element—the giggle that closes each TV spot—by creating a nationwide casting call to have one consumer’s giggle featured in an ad, with the search for America’s best giggle
• Provide opportunities for consumers to taste Jell-O and be reminded of their fondness for the snack
• Involve and excite Jell-O fans nationwide by creating an online and offline audition with multiple media and consumer touch points, including audition kick-off, consumer voting and winner announcement
HPR executed the “Give it a Giggle” tour, a mobile recording studio traveling to 23-cities across the country in search of America’s best giggles and sampling Jell-O products. The best giggle, as narrowed down by public voting and finally determined by Mr. Cosby, will be featured in a national Jell-O advertising spot in late 2010. The following tactics were employed:
• Staged tour kick-off with high-profile ribbon cutting event in Los Angeles, featuring Bill Cosby who helped the first contestant enter the studio and record their giggle
• Created branded mobile recording studio that traveled to 23 cities; was used as backdrop for media interviews and provided opportunity for product sampling
• Media trained Jell-O Brand Ambassadors (vehicle drivers) to conduct local market interviews and interact with consumers
• Announced finalists via social media release and local market pitching to encourage public voting
• Leveraged newly launched Facebook page with tour updates to extend awareness of audition and interaction with consumers
• Executed an entertainment-focused photo/media opportunity at a recording studio in NYC, where Mr. Cosby helped the winner re-record her giggle for the ad campaign
Evaluation of Success/Measurement:
The Hello Jell-O “Give it a Giggle” tour has garnered:
• More than 455 million media impressions and 1,482 placements, 355% over goal. Noteworthy placements include AP, Access Hollywood, and Brandweek. Local market coverage was obtained in each of the 23 cities visited on the tour. Impactful placements include Boston Herald, Crain’s Chicago Business, Good Day LA, New York Daily News, and Twin Cities Live. Additionally, Access Hollywood covered the re-recording of the giggle.
• A $2.61 CPM -- below our goal of $5.00
• The “Give it a Giggle” tour interacted with more than 72,000 consumers, collected more than 1,500 giggles, and distributed 58,000 samples.