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Show me the best examples of food advertising that unites both the master brand and the brand's segments.
Hello! Thanks for your request to identify the best examples of food advertising that unites both the master brand and its segments. The short version is that I have provided you a comprehensive overview—accompanied with links to various visuals—of 5 marketing campaigns that aimed to unite a product line/s under a single brand family.
Below you will find a deep dive of my findings.
METHODOLOGY
I first directed my research towards the most successful conglomerates in the food and beverage industry. This greatly increases the chance—of a brand I decide to study—to have a whole family of products under their name.
Upon identifying a choice of brands, I redirected my research towards targeted search strings for visuals about any of their recent ads. I segregated brands according to commonalities in their marketing campaigns, eventually leaving me with a chosen few that fit your request's criteria.
From there I redirected my research towards advertisement agencies and databases, and case studies about each of the identified marketing campaign. This allowed me to analyze each campaign's driver, strength, medium, target audience, and purpose.
A typical Wonder request of this type usually lasts 2-3 hours to fully accomplish a list of 10 items. Due to the scope of work involved to identify brands that fit your criteria precisely—through up-to-date and credible sources—4 hours of extensive research has allowed me to identify only 5 unique marketing campaigns.
NESTLE
Back in September 2015, Nestle India launched a marketing campaign entitled 'Nestle: A Part of India's Life For 100 Years'. Nestle products have been around in India for such a long time that they've found their way into the local historical pop culture. The campaign aims to both celebrate and promote the most favorite products of Nestle in India—such as Milkmaid, Nescafe and Kitkat—and the 100 years of loyalty of the locals. To drive the message of this campaign, Nestle chose to create a video with a nostalgic feel which details significant events in the history of India. This not only reminds Indian consumers of how much they've enjoyed Nestle products, but also solidifies the image of all their best products under one brand family.
HEINZ
Heinz's 'Add a little magic' marketing campaign's objective was to increase interest in all their special sauces. Products included in this campaign are Heinz's Yellow Mustard, Sweet Chili sauce, Salad Cream dressing, Tomato Ketchup, Barbecue sauce, and Seriously Good mayonnaise. The campaign's main driver was a video and an image both featuring the brand's product line. Released just in time for summer back in 2016, Heinz wanted to send a message stating that all of Heinz's special sauces are essential to fully enjoying the incoming summer festivities.
GENERAL MILLS
Examples of the cereals found in the product line of General Mills include Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Fiber One and many more. Back in the summer of 2015, majority of these products participated in a promo—in partnership with the movie 'Minions'—which provides consumers a single Minion toy in every packaged cereal. Although not a pioneer of this marketing tactic, the campaign provided a consistent identity among majority of General Mills cereal products, ultimately solidifying the image that they all belong under one brand family.
TWINNINGS
Taking advantage of how consumers in Switzerland are trending more towards health and wellness, Twinnings decided to launch their 'Benefit Blends' marketing campaign. It features a product line which advertises each tea selection according to its functional benefits. Examples of this include one advertised to help with sleeping problems, one advertised to specialize in detox, and another that would boost the health of your digestive system. Instead of creating an image or a video similar to the strategies of previously mentioned brands, Twinnings decided to apply their strategy straight to the packaging of their product line. Through this, consumers are led to believe that every Twinnings product belongs to one family of tea specially crafted to help you live more healthily.
LIPTON
Approaching a similar trend slightly differently, Lipton launched their 'Positivitea' marketing campaign. Lipton aimed to engage the emerging digital native consumer base through a mobile ad. Within the ad, viewers were asked if they were either feeling stressed, bored, tired or loved. Upon choosing a mood, the ad directed the viewer via animations towards a Lipton product advertised to help them with their chosen emotion. This builds an image stating that all Lipton products were created to help you feel better in a certain way.
CONCLUSION
To wrap it up, I have provided you a comprehensive overview of 5 marketing campaigns—accompanied with links to various visuals—that aimed to unite a product line/s under a single brand family.
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