With the increase of the demand for more “better-for-you” products, consumers started to look for products with nutritional benefits. Research has shown that “consumers want more – more healthful ingredients, an extra serving of vitamins/minerals/fruits/veggies, and they are looking for beverages that help them advance their nutritional goals in these areas” (IRI’s Viamari). According to the IBISWorld, this trend placed vegetable juices in the top of the consumers choices. (say that they already have tv commercials for adults)
VeggieJuicy is a green juice company, founded in 2004 by Jasper Engels, a nutritionist that started to give vegetable juices to his kids as a way of making them eat vegetables without noticing, replacing their normal juice for vegetable home-made juice. At the time, his 4-year-old twins change their attitude towards vegetables because they were able to recognize the flavors present on the juices in other dishes. This resulted in a healthier lifestyle.
Although VeggieJuicy has a stablished market within older age groups and even young consumers like millennials, Jasper goal is, as a nutritionist, a parent and a marketer, to reach young kids. The company is already involved in several charities related to children like Action for Healthy Kids and Juvenile Diabetes Research Foundation (reference)
VeggieJuicy values quality, people, ethics and growth. It aims to innovate natural vegetable flavor and ingredient solutions as well as to reach new target clients. The company’s mission is to crop quality and flavorful products that promote well-being and a healthy life style. In this sense, VeggieJuicy is also concerned with social responsibility, giving support to various charities.In this way, VeggieJuicy wants to reach young kids to expand its range of clients and to conduct attitude change in this age group. In order to do so, the company needs to find a way to attract young kids, which can be hard, since this age group normally doesn’t like vegetables. So, the problem statement of this campaign is that VeggieJuicy is particularly popular among older age groups. How can we reach the young kids? Therefore, VeggieJuicy needs advice in how to make vegetable juices appeal desirable to young kids.
The campaign aims to reach young kids (3 to 5-year-old) and, in order to do so, we need to take in consideration the preferences, the needs and the more adequate way to conquer this age group’s attention. As so, we suggest that this marketing campaign should focus on a brand character. Researchers found that products become more interesting to kids when they have brand characters, even products that normally they are not attracted to (reference). They are mesmerized with characters because they develop attachment to them. In this sense, a character works like an emotional appeal. We believe a rabbit would be a good option. First of all, because, since we are creating a new character, which is not popular among young kids, the character should match the product to increase the interest of this age group by bringing feelings of familiarity. (reference). Also, the more the character match the product, the more kids have a preference for it when in comparison to other products. Then, the choice of a rabbit to sell a product like vegetable juice illustrates familiar story lines between this type of animal and, for example, carrots. (reference). Secondly, young kids love animals, so a rabbit would definitely be a good move. However, since they can’t process a lot of things, it is important to consider the cognitive appeal and to keep in mind that what stands out are the most brighter things, the colors of the character. Regarding this, the rabbit should have a colorful outfit because that would have a good impact on the way he appears to young kids. Nonetheless, we must not forget that this age group looks particularly at the appearance of the character and not for the way he acts so the choice of the outfit must be well-taught, using simple colors though.Another aspect that the campaign should consider is the fact that, since their information process abilities are very limited, as well as their attention span, young kids like simple storylines, because they can’t process a lot of information. If we relate this characteristic to others, like the fact that they love familiar contexts and nurturing (especially in girls’ case), we realize that the campaign would profit by giving Billy a family and, because Billy also needs to catch girls attention, creating a female character. This female character could be, for example, a squirrel, since like the rabbits, squirrels are also herbivorous and live in the woods. In this way, both Billy and, let’s say, Elsie, have a connection with the product that we are trying to sell: vegetables. For Billy’s family, we thought about a family of vegetable characters, because, as we stated above, research discovered that characters that are related to the product were more persuasive than the ones who didn’t: what can be more related to a vegetable than a vegetable character?In this way, Elsie could be a nurturing character, taking care of the other vegetables and their growth, which would increase girl’s enthusiasm with this character. This happens mainly because at this age, young kids start to recognize themselves in the mirror, being able to see the differences between them and the others. In this sense, they have a strong need to imitate and gender identities start to develop and appear, which make them start to avoid toys that are related to the other gender. This is the reason why the campaign would profit from a female character too.
In the same way, it is important to point out that young kids can not yet distinguish fantasy from reality, that’s why they sometimes are afraid of the media, because they think it is real. For this reason, they like characters that look lovable and not threatening, showing a preference for more symmetrical faces. On this behalf, Billy and Elsie’s features (as well as the features of the vegetable characters) should be friendly and with a symmetrical profile.
We also must remember that Young kids have a strong need for verbal labelling. They want to call everything by the names because they are developing vocabulary, and they want to show that. The creation of a song for the adventures of Billy and Elsie would give them the opportunity to do this and would help with brand recognition and brand recall.
Finally, we believe that for this campaign you should use channels like a TV commercial, and an in-store advertising, placed on the lower shelves, of course because they are already developing brand memory. Research has shown that children’s viewing patterns throughout the day reveal peaks in the morning period between 7 am and 9 am, and in the evening between 7 pm and 8 pm, so those would be the best schedules to display VeggieJuicy ads. The in-store advertising must, of course, be placed in the lower shelves, because they are already developing brand memory and they take action to satisfy their need. This means that they tend to pick things just because they are nice. They point a product and actively ask or nag for it. Considering this characteristic of this age group, we believe that the campaign would also profit if prizes were offered by the purchase of the product. In this sense, the prizes could include, for example, personalized stickers related to the characters of the VeggieJuicy commercials, or even puppets.