The Rollout
SituationResearch
OpportunityCreative Strategy
Brand Tradition
Situation
Decreasing Sales
Situation
“Tootsie Pop has been where the dollars go from our advertising
budget, but this has a halo effect for our other brands.”
-Frank Thometz, Marketing Director
Situation
Decreasing Sales
Situation
Halo Effect Reliance
Candy Survey
Most Frequent Descriptions: Chewy
Not chocolateHalloween leftovers
Rolls vs. Pops
Rolls - Ranked LowestPops - Ranked Highest
Survey Conclusion
Tootsie Rolls are in need of help.
Focus Group #1
Focus Group #1
Stale
Traditional
Focus Group #1
“I don’t really buy Tootsie Roll, but I’d eat it if it’s in front of me.”
-Focus group participant
Focus Group Insight
The Tootsie Roll is the candy you stumble upon.
Focus Group #2
Focus Group #2
“How many licks does it take...”23 out of 23
“The world looks mighty good to me...”0 out of 23
Social Scour
Research Conclusion
The halo effect is in full force.
Situation
Halo Effect Reliance
Situation
Lack of Brand Identity
Social Scour
Tootsie Survey
vs.
Opportunity
Tootsie Roll Industries needs to strengthen the image of its flagship product.
Competitors
Competitor Positioning
Tootsie Roll
Main Message
The simple gesture of giving a Tootsie Roll spreads joy.
Sociable Givers
Reasons to Believe
Shareable PackagingAppreciate the Unexpected Gift
Enjoyed Since 1896
Thank You
Threats
increasing commodity costsHershey, Mars, and Nestle (account for 60% of the industry)
increasing consumer health concernsloyal parental base is disappearing
domestic sales = 92% of sales
Strengths
high brand awarenessiconic American branddifferentiation from competitors (unique product)diverse product offeringsvertically integrated--guaranteed supply inputshealthier option than most competitorsfamily-owned businesspopularity and recognizability of the Tootsie Pop campaign
(one of the longest running consumer product campaigns)stable demand for confectionary productsstrong balance sheet, consistent increase in revenuesdistribution channels in more than 75 countriesall gluten- and nut-free products simple business strategy (stays within area of expertise)low cost advantageconsistent
Weaknesses
Halloween drives operations (high dependence on Q3 sales)taste preference
not part of the initiative to NOT advertise to childrenhigh percentage of earnings go to executive salaries
not investing cash in new growth opportunitiesweak research and development
not often top of mind2-3 % of market share
Tootsie Pop - only recognizable advertising within branddifficulty entering into single serving candy purchase landscape
Opportunities
continued product acquisitionsexpand internationally develop new productsadvertise for the original tootsie roll and flavored tootsie rollshighlight health benefitsdecreasing international trade barriersincreased social media presence
Background
Competitive Landscape
The Problem Current Customer Behavior
Why We Will Win
Tangible Business Goals (Solutions)
Key Learnings
Desired Behavior Change
Tootsie Roll Industries exists in the highly competitive candy market. The US candy giants; Nestle, Hershey, and Mars, account for 60% of the market share. Tootsie has remained differentiated from its competitors by offering a unique product: the Tootsie Roll, a chewy, cocoa flavored treat.
Tootsie Roll Industries exists in the highly competitive candy market. The US candy giants; Nestle, Hershey, and Mars, account for 60% of the market share. Tootsie has remained differentiated from its competitors by offering a unique product: the Tootsie Roll, a chewy, cocoa flavored treat.
Tootsie Roll has become excessively reliant on Q3 sales.
Tootsie is an iconic American candy that has been around since 1896, and it has high brand awareness amongst all generations.
Increase sales by 4% in Q1, Q2 and Q3 within the first year.Social Media: Facebook followers at 1 million, Twitter followers at 2,500, Instagram followers at 1,000 See an increase in sales of Tootsie Pops and Flavored Tootsies within first year.
People only eat Tootsie Rolls when they are readily available to them.
Individuals actively seeking out Tootsie Rolls to share.
Business Brief
People don’t actively seek out Tootsie Roll for themselves. They only buy it to hand out at Halloween or to have sit on their desk at work for others to take.
What do we need to do?Tootsie Roll is seen as the candy that you stumble upon. We need to make Tootsie Roll the candy that you seek out and share.
What is the problem?Tootsie Roll is perceived as stale and outdated and is not a candy that people buy for themselves. It is reserved for giving out at Halloween or for leaving out at your desk at work.
What is our main message?The simple gesture of giving a Tootsie Roll spreads joy.
Reasons to believe:- Tootsie Rolls are already packaged in a way that enables sharing.- People enjoy receiving Tootsie Rolls, if for no other reason, simply for the fact they are receiving an unexpected gift. - People have been delighted by Tootsie Rolls since 1896.
Who are we talking to?Sociable Givers: These are individuals who have an innate desire to show others that they care through the small act of giving. They span all generations, from the grandmother who buys small gifts for her grandkids, to the coworker that never lets the candy bowl go empty, to the small child who shares her snack with her friends.
Deliverables:Primary
- Tagline- Integrated Social Media: Website, Facebook, Twitter and Instagram- Video: 3x30sec TV spots, 1x1min YouTube- Guerilla: 3 concepts
Secondary- In-store Displays- Internet Radio: 2X30sec
Important Considerations:- Every living generation is familiar with the Tootsie brand.- Create a voice separate from Tootsie Pops.- Tootsie hasn’t had a campaign in over 30 years.
Creative Brief