Clover Leaf's 'Toppers' is Targeted at Young Urban Professionals
Christopher Magsambol — October 28, 2015 — Lifestyle
References: youtube & marketingmag
The newest ad from Clover Leaf features its new product 'Toppers,' an easy-access tuna container that eliminates the arduous process of opening old-fashioned tuna cans. The ad depicts young professionals, many of whom stay late at work who need a quick healthy snack to satiate their hunger.
Toppers come in a microwavable container that only needs 45 seconds to be heated through. Essentially, Toppers transform a popular snack that often took too long to prepare into a portable and convenient option.
Clover Leaf typically targets a far broader demographic, and canned seafood has long been treated as a household pantry item. Marketing for Toppers however is quite different, and targets a very specific consumer -- health-conscious urbanites.
Toppers come in a microwavable container that only needs 45 seconds to be heated through. Essentially, Toppers transform a popular snack that often took too long to prepare into a portable and convenient option.
Clover Leaf typically targets a far broader demographic, and canned seafood has long been treated as a household pantry item. Marketing for Toppers however is quite different, and targets a very specific consumer -- health-conscious urbanites.
Trend Themes
1. Convenient Tuna Packaging - Opportunity for innovative packaging designs that offer convenience and easy access to food products.
2. Microwavable Snacks - Growing demand for quick and convenient meals that can be heated in the microwave in a short amount of time.
3. Targeting Urban Professionals - The opportunity to create products and marketing campaigns specifically tailored to the needs and preferences of busy urban professionals.
Industry Implications
1. Packaging Industry - Innovative packaging materials and designs can disrupt the traditional canning industry by providing more convenient and user-friendly options.
2. Convenience Food Industry - The demand for easy-to-prepare snacks and meals that cater to the busy lifestyles of urban professionals presents opportunities for new product development and market growth.
3. Marketing and Advertising Industry - Creating targeted marketing campaigns that appeal to health-conscious urbanites can be a disruptive opportunity to capture the attention and loyalty of this specific consumer group.
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