Sun-Maid Organics has recently launched a very large campaign working with AOR Quench focusing on the creative. Alluding to childhood memories, the campaign references things we all remember from our childhood, and highlighting Sun-Maid's classic small red boxes of raisins. Their media mix for this campaign includes network television outlets, in-store shopping activations, PR, and a heavy social media presence. All outlets of media include the line "Remember childhood? Never forget it never left." and point straight to the nostalgia of the red raisin box.
The CEO and president of Sun-Maid has reported that after surveying many consumers, they came to the conclusion that everyone, especially consumers, love to remember being a kid, and that Sun-Maid has "strong emotional brand equity." Almost all of their surveyed consumers remain to have nostalgic ties to the raisin boxes. AOR Quench decided to take the emotional and memorable route in this campaign, hoping to highlight the positive nostalgia associated with their raisin boxes, especially after their first large campaign in several years.
The brand has lagged in sales in the past few years, but with AOR on board project millions in sales within the next five years, according to their CEO Harry Overly. Sun-Maid hopes to link this nostalgic campaign with their other dried fruit and flavored products, using their breadth in raisin promotion to link a new awareness of the brand in general.
I personally remember the red raisin boxes from Sun-Maid, pinching my fingers into the small packages as a child pulling out clumps of raisins. However, I have forgotten about the brand in the past several years, like many other consumers. I associate the brand directly with the memory of their raisin boxes, and remember the brand immediately upon seeing the box. I think this nostalgia-heavy campaign is the best tactic Sun-Maid can use to reach their consumers. I expect the expansion of this idea to hit home with anyone who ever grew up seeing red raisin boxes in the pantry, and will surely boost their sales and get their raisins and other boxes leaving store shelves.
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