- Engaging communication about safety and hygiene aimed at kids directly through a song and dance routine mostly through popular digital mediums – Godrej Protekt for instance which are sure to attract attention. Another key example would be ITC’s tie up with famous animated IP, Chhota Bheem to showcase the usage of the hand wash through animation and music.
- A lot of digital spends to target parents online when they are browsing their feed on Instagram and Facebook.
- Brands have also harnessed the power of marketplaces like Amazon to ensure availability. They were also made available via a lot of online shopping portals especially for kids like FirstCry and more. Key essentials like diapers found themselves even on aggregator channels like Swiggy Stores and Zomato Markets.
Noted UNIBIC Foods marketing head Shailendra Tatia, “We at UNIBIC love the challenge of making kids happy by experimenting with different combinations of chocolates and biscuits. Children are loyal to their favourite brands and it’s a tough task for brands and their marketing teams to influence them. Due to the lockdown, children were forced to stay home, and therefore parents had to buy more varieties of their favourite foods to keep them engaged. We found that once the kids got to try products and liked them, they chose UNIBIC over other products. We worked on a two-fold strategy during the lockdown. Our research dictated that we focus more on our Health & Wellness and Indulgence product categories. In Health & Wellness our UNIBIC Oatmeal Digestive Cookie has experienced a sharp increase in sales during this time. In the Indulgence category we observed a doubling in demand for our UNIBIC Choco Kiss Cookie – center filled chocolate. As TV viewership went up in March and April, we aired our TV and digital campaigns to maintain awareness and top-of-mind recall amongst Unibic target group. In addition to Choco Kiss, we also saw increased demand for our UNIBIC Wafers products which come in five flavours. We also developed a Wafer Ninja game to engage with our younger audience. We always try to reach our consumers remain through active digital campaigns.”View this post on Instagram
He also informed that the size of UNIBIC’s premium category was between 1600-1700 crores in India with a yearly growth rate of 10 per cent. Post COVID-19, the segment is expected to experience multi-fold growth due to the sudden heightening of health focused consumer behaviour. For instance, sales of UNIBIC Oatmeal Digestive Cookie (which contains wheat bran and oats) witnessed double digit growth. Similar trends are expected in the future because consumers have become more health conscious. He further informed, “UNIBIC Choco Kiss was the product that kids preferred in Metros and Tier 1 towns. We recently launched a Rs 10 pack that was very effective in terms of point-of-sale visibility and in driving product trials. We did a quick dipstick and found that affinity towards Choco Kiss had increased in comparison with the leading brand in the category. Our Fruit & Nut, Choco Chip, Choco Kiss, Butter and Cashew Badam, Oatmeal Digestive, Honey Oatmeal Cookies and wafers are in demand and trending very positively during lockdown.” These are challenging and uncertain times, but Brands targeting kids have channelised their way out, to reach their customers and retain their loyalty through strategised digital marketing, innovative and sensitive campaigns. They have picked up the right touch points and factors to understand and tap on the common pulse to create a deeper impression and product valuability.