Q] What was the idea behind the recent #MyGalaxyofGirls campaign by Mars Wrigley?
During the week leading up to Valentine's Day, we often see brands trying to be present all over media platforms, campaigning in conventional ways. The idea here was to look at this concept differently, and participate through our brands. The brand gets the voice of a woman, and we took this opportunity to celebrate female friendships on Valentine's Day. This occasion should not be celebrated in the conventional way alone, and hence we came up with the idea of Galantine’s Day - an occasion where women can reignite friendships.
Q] What was the marketing mix of this campaign?
This campaign was amplified through social media, and influencers. Influencers played a major role in bringing this campaign alive. We have focused this campaign only to these two mediums.
Q] How is Mars Wrigley planning to reach out to newer consumers with its iconic brand Boomer?
Over the last three years, we have consistently invested in driving the reach of Boomer as a brand. We have a presence on TV, and as well as on other mediums like YouTube. Other than campaigns with a focus on influencers, we have done Digital-only campaigns for Boomer. It is a brand that has been growing ahead of the category in the last two to three years. The reason for this is that we are trying to reach out to newer audiences, and spread awareness for Boomer. At the same time, we are driving the physical reach of Boomer. The mix for Boomer reflects the width of the brand because it reaches out to close to 1.5 million outlets across different towns and classes. Our media planning focuses on maximizing reach and includes mediums like TV, Digital, Influencers, and Social Media platforms.
Q] With multiple chocolate brands in the market today, what are your go-to strategies to stay ahead of your competition?
For us it begins with the quality of the product. Mars Wrigley does not compromise on the quality of its products, whether it is Snickers, Galaxy, or any of our other products. For us, the strategy begins after we have ensured that our product is of superior quality. Second is driving reach, as we still have a huge room to fill with our brands. Third would be to have the right price pack with the right portion sizes, so that we are relevant for different consumers.
Q] Looking at the current trends in the market, have you tweaked your marketing spends and strategies?
This is a continuous process. The audiences and their viewership habits have been changing over the last three to four years in a rapid manner. Three to four years ago, our contribution of Digital spends was far lower. But in the last two to three years, it's gone up by as much as 30 to 40% in case of certain brands. The inherent fragmentation that we are seeing is not just within a medium but across different mediums. The churn and that change is constantly happening. Our brand evaluates how different media platforms are being consumed by our audiences, and makes changes accordingly. That is why some of our campaigns are only focused on influencers and social media, while others use all the 360-degree gamut of choices that are available.