This Smartfood Campaign is the First Major Effort from the Brand
Rebecca Byers — March 9, 2016 — Lifestyle
References: strategyonline
A new Smartfood campaign is putting the snack brand front and center for its ability to connect with discerning millennials and baby boomers. The PepsiCo brand recently revved up its efforts with a major ad campaign that is likely to resonate with millennial consumers.
Based on the concept of keeping a #SmartStash in one's kitchen, the Smartfood campaign includes a commercial that shows a young woman arriving home from work only to realize she has the place to herself. Faced with a small amount of freedom, she decides its the perfect occasion to bring out her #SmartStash, which she will now avoid sharing.
The innovative campaign is targeted at women aged 25-34 years of age, with a particular focus on young mothers.
Based on the concept of keeping a #SmartStash in one's kitchen, the Smartfood campaign includes a commercial that shows a young woman arriving home from work only to realize she has the place to herself. Faced with a small amount of freedom, she decides its the perfect occasion to bring out her #SmartStash, which she will now avoid sharing.
The innovative campaign is targeted at women aged 25-34 years of age, with a particular focus on young mothers.
Trend Themes
1. Millennial Snack Ads - Brands can target millennials with campaigns that highlight their snacks as perfect for socializing or individual indulgence.
2. Smart Packaging - As more brands are targeting the health-conscious consumers, smart packaging can give more information on the nutrients, calories, and allergen content of the food.
3. Personalized Advertising - Using data analytics and AI, snack brands can personalize their advertising messages and product recommendations based on consumer preferences and behaviors.
Industry Implications
1. Snack Foods - Snack food brands can introduce new flavors and variations in their products to appeal to millennial consumers' desires for change and experimentation.
2. Marketing & Advertising - Marketing agencies can emphasize the importance of authentic and relatable messaging in advertising campaigns to connect with millennial and young mother audiences better.
3. Food Packaging - Manufacturers can collaborate with smart packaging companies to develop more innovative and informative packaging designs that appeal to health-conscious consumers and provide personalized recommendations.
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