ANDRESSA GRAMS BRUNA BRANDÃO JULIANO DELLAMEA NATÂNIA LEITE

CONSUMER BUYING BEHAVIOR IN AN AGE OF SOCIAL-M

EDIA-DRIVEN RELATIONSHIPS - U

C BERKELEY EXTENSION - NOV 2013

NEW PRODUCT CAMPAIGN TWIX FIESTA

BACKGROUND

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Twix Fiesta

• Made by Mars, Inc.

• Biscuit with caramel and milk chocolate

• United Kingdom in 1967

• United States in 1979

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PRODUCT

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Fiesta

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• New spicy flavor named ”Twix Fiesta”

• Spicy chocolate

• More than half of consumers prefer spicy

• 50,478,000 Hispanic population in US (2010)

• Spicy is an American/Mexican influence

Twix Fiesta!6

Twix Fiesta!7

• Dried seed, fruit, root, bark, or

vegetable substance primarily used

for flavoring, coloring or preserving

food

• Cause a burning feeling in mouth

• Exciting and somewhat shocking

• Twix Fiesta in chipotle flavor*An empirical measurement dependent on the capsaicin sensitivity of testers and so is not a precise or accurate method to measure capsaicinoid concentration, however, capsaicin concentration can very roughly be estimated as ~18µM/SHU.

Scoville Scale*

HOW SPICY?

Twix Fiesta

PRICE

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• Same as regular Twix today $ 1.00

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PLACE

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• Grocery stores

• Movie theaters

• Pharmacies

• Liquor stores

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REGULAR CHANNELS

TARGET

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• Try to reach a younger target group

• Launched “Left Twix / Right Twix”

• People began to see TWIX as chocolate for teenagers

NOW

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• Gen Y

• Innovators

• Between 19 and 36

• Like to taste new flavors and have new experiences

Twix Fiesta

OUR CAMPAIGN

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First Credit Card at 12

Uses phone to shop online

Gets news from Social Networks

Doesn’t own a TV

1/3 of US population

Love to try out new things

Twix Fiesta

WHO ARE THEY?

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WHERE ARE THEY?Social Networks

Streaming Content Apps

Online stores

Hanging out with friends

GENERATION Y

CAMPAIGN GOALS

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• Engagement

• Awareness

• Trial

• Branding

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DECISION-MAKING PROCESS

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• Chocolate high rate of impulse buying

• Rarely a rational thought-out process

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INFLUENCES

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• Economic

• Culture

• Social

Twix Fiesta

EXTERNAL

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• Perception

• Memory

• Needs

Twix Fiesta

INTERNAL

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MAIN COMPETITOR

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• Android Kitkat • "Have a break, have a KitKat"

Twix Fiesta

KITKAT

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CAMPAIGN

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Our party was awesome! Now we want to make yours. Send your video telling us why Twix have to do a party for you.

Fiesta

#TwixYourFiesta!26

Here is our Fiesta, now it's time to show yours.

Twix Fiesta

• Party Bus traveling 10 biggest cites of US

• 1 popular person in each city

• All 10 parties on YouTube Channel

• Ask consumers to upload a video

• End of Journey: 10 customers picked among

the top 50 voted videos

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INTEGRATED CAMPAIGN

• Big offline events

• Video cases on YouTube

• Facebook gallery with all uploaded videos

• Tweets covering the events

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INTEGRATED CAMPAIGN

• Cinco de Mayo

• El Día de los Muertos

• Día de la Virgen de Guadalupe

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EVENTS AND SAMPLINGS IN MAJOR HOLIDAYS AND CELEBRATIONS OF LATINO COMMUNITY

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RESEARCH !AND CHOICE OF!

10 POPULAR PEOPLE

PARTIES!AND VIDEO CASES

PRODUCTIONSCAMPAIGN

LAUNCH

CONTENT PUBLISHED

EVERY 3 DAYS (ONE PARTY

EVERY 3 DAYS)

CHOOSE !THE 10 VIDEOS

END OF CAMPAIGN AND PUBLICATION

OF WINNERS’ VIDEO CASES

CAMPAIGN SCHEDULE

Mar 1st April 1st June 1st July 1st August 1st

PROMOTION

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• Social Media and Word of Mouth Strategies

• YouTube channel

• Google Adwords

• Samplings in universities and colleges, dance clubs and parks

• Party Bus generate content to Facebook and YouTube Channel

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Fiesta

Here is our Fiesta, now it's time to show yours.

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MEASURAMENTS

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• Traffic

• Engagement (shares, likes and votes)

• Publicity and awareness, word of month

• Contest entries

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• OfferPop

• WildFire

• Woobox

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HOW?

THANK YOU!

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