1. 1. Chris Kusber | Zach Olafson | Gabrielle Flowers | Omar Fakhoury | Mary Rita Grace Nabisco Nilla Wafers
2. 2. purpose Strategically and Creatively reintroduce Millennials to Nilla Wafers as a go-to snack.
3. 3. brand background | consumers | market
4. 4. Nabisco Family Created in 1967 48 years old 9th in market share (2014) Strong digital presence brand | background
5. 5. brand | consumers Men Women Nilla Wafers Principal Shopper used in last 6 months 18-24 25-34 35-44 45-54 55-64 65+ 21.6% 78.4% 23% 19.3% 24.2% 18.6% 12.6% 2.4% Gender Age
6. 6. Women 45-64 Baking Ingredient Not a tasty snack brand | consumers
7. 7. $7B Market $8.3B by 2017 Taste = dominate reason for purchase 50% of consumers live semi-healthy lifestyle 18-44, most likely to try new brands brand | market
8. 8. brand | market Market Share by Brand in Millions ($USD) 0 100 200 300 400 500 600 Nabisco Oreo Nabisco Chips Ahoy Nabisco Oreo Double Stuff Little Debbie Lofthouse Little Debbie Nutty Bar Nabisco Nilla Wafers Nabisco Newtons Pepperidge Farm Milano
9. 9. brand | consumers Strengths -Nabisco Family -Popular Brand Name -Loyal Consumer Base Weakness -Viewed as Starter Cookie -Simple Taste -Ingredient, Not Snack Opportunities -18-24 Likely to try New Brands -Women more likely to buy -People willing to buy when labeled low fat, low sugar, low calorie, or all natural. Threats -Oreo dominates cookie market -People are more health conscience -Only 33% of people trust the term Natural. Nilla Wafers
10. 10. research tactics | findings | insight
11. 11. Focus Group Drawing / Q&A Individual Interview MRI+ Data Analysis research | tactics
12. 12. research | focus group When youre normal, happy, and sober Youre supposed to eat healthy food You picture people being really happy eating them, but then you when actually eat them youre not that happychocolate chip cookies are way better You dont binge eat them, you could just have three and its like whatever.You dont feel bad that you maxed out on them, because you dont want them that much
13. 13. research | focus group When asked, Someone eating Chocolate Chip Cookies Indulgence Laziness Consoling
14. 14. research | focus group When asked, Someone eating Nilla Wafers Childhood Sunny Not for Taste
15. 15. research | interview Well I guess Ill be eating more Vanilla Wafers I think if college students are going to eat cookies, they go big or go home When I eat cookies, I want it for the taste, I Dont care if theyre healthy
16. 16. Nilla Wafers not in consideration set Women care about their image Go big, or go home Had Nilla Wafers while growing up research | findings
17. 17. research | persona Jessica cares about her appearance and how her friends and others perceive her. Concerned about her image, Jessica stays active and often looks for healthier eating options when available. While privately Jessica enjoys indulging herself with sweets, publicly she would sacrifice taste for something that would make her look better in front of her friends.
18. 18. Millennial women would consider buying Nilla Wafers if they knew it would improve how others perceive them. research | insight
19. 19. strategy idea | experience | execution
20. 20. Get women 18-24 To put Nilla Wafers in consideration set By convincing them that Nilla Wafers will improve the way others perceive them strategy | statement
21. 21. idea Nilla Wafers- A guilty pleasure you dont have to feel guilty about
22. 22. strategy | execution
23. 23. strategy | experience Different beaches across the US Variety of games and activities Snapchat - Filters - Live - Story Nillas Beach Day
24. 24. Thank you! Any questions?