1. Chris Kusber | Zach Olafson | Gabrielle Flowers | Omar
Fakhoury | Mary Rita Grace Nabisco Nilla Wafers
2. purpose Strategically and Creatively reintroduce Millennials
to Nilla Wafers as a go-to snack.
3. brand background | consumers | market
4. Nabisco Family Created in 1967 48 years old 9th in market
share (2014) Strong digital presence brand | background
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. Women 45-64 Baking Ingredient Not a tasty snack brand |
consumers
7. $7B Market $8.3B by 2017 Taste = dominate reason for
purchase 50% of consumers live semi-healthy lifestyle 18-44, most
likely to try new brands brand | market
8. brand | market Market Share by Brand in Millions ($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. 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. research tactics | findings | insight
11. Focus Group Drawing / Q&A Individual Interview MRI+
Data Analysis research | tactics
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. research | focus group When asked, Someone eating Chocolate
Chip Cookies Indulgence Laziness Consoling
14. research | focus group When asked, Someone eating Nilla
Wafers Childhood Sunny Not for Taste
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. 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. 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. Millennial women would consider buying Nilla Wafers if they
knew it would improve how others perceive them. research |
insight
19. strategy idea | experience | execution
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. idea Nilla Wafers- A guilty pleasure you dont have to feel
guilty about
22. strategy | execution
23. strategy | experience Different beaches across the US
Variety of games and activities Snapchat - Filters - Live - Story
Nillas Beach Day