Here’s the problem: Cuties clementines are only available "in season" (from November to April) & shoppers have no clue when they're coming back!
Our Challenge: "How can we generate a buzz about the return of Cuties?"
Our Objective: SPREAD THE WORD. CUTIES ARE BACK! Consumers want their Cuties and we need to tell them when they're back...they can't wait any longer! We want to sustain this anticipation for Cuties every year!
Insight: "Life would be so sweet if they were finally here.”
Target Market: The loving parent, always wanting the best for the kids...especially when it comes to snacks! Their kids are "cuties" and they love to feed them Cuties! But every once in a while, when no one is looking...Mom & Dad might sneak a few Cuties for themselves! Cuties are fruit for the family. These parents like to leave their Cuties on the kitchen table - they're great to share and they're easy access for their kids!
SMP: Celebrate the sweetness you've missed for so long!
Benefits for the Cuties Customer: KNOWLEDGE. It's good to be in on the loop - with info on when Cuties hit the shelves, Customers can be the first in line to buy their box! EXCITEMENT: I CAN'T WAIT TO GET MY CUTIES...NOW I CAN BE FIRST IN LINE! And of course, let’s not forget what it is we're all waiting for...the sweet, juicy clementines we all love so much!
Reasons to Believe: They're only around from November to April but man, are they good while they're here! The first batch is the best batch: "the sweetness that we've missed for oh so long!" They're packed with vitamins and antibiotics...get 'em as soon as you can - "Can't wait for them to be back...Cuties are my flu shot!"
Substantiation: POP displays, magazine/catalogue inserts, in store signage to capture the consumer’s attention & excitement around the return of Cuties to the shelves! An important detail to note is the date that Cuties return - we must keep the shoppers informed! Capture anticipation, generate excitement!
