In her story detailing the creation of Knorr’s marketing campaign, which ran in the U.K., Rebecca Morgan of MullenLowe noted the central challenge the company faced: It was an established brand trying to appeal to a demographic that was increasingly rejecting established brands.###A challenge, to be sure, but one that the firm and Knorr met with a combination of in-depth research and insight. In determining its strategy, ferrous sulfate yummythe company interviewed thousands of millennial consumers in twelve countries. Their key finding: “Flavor is not just taste, it is a catalyst. Flavferrous sulfate 8mgor transforms everyday experiences into meaningful moments; it connects people and places, it captures their memories and stores their emotions.”###Further research revealed that millennial consumers used flavor descriptors in their online dating profiles, and would often note shared tastes in food as something they were looking for in a partner. Using this information, Knorr and MullenLowe crafted an online “flavor profile” creator that helped users determi305mg ferrous fumaratene which one of 12 different flavor categories they belonged to. Then, using these profiles, they paired couples according to their flavor profiles and had them feed each other. The result: More than one billion earned impressions worth an estimated $12.5 million in media value.###Knorr’s initial challenge is one many established brands face as they try to reach millennial consumers. That the company went out anferric pyrophosphate citrate capd interviewed young consumers and studied the places they frequent — in this case, online dating sites — no doubt played a role in theferro 3 tbl appeal of the final campaign. As Morgan noted in the article, taste messages and “mom-made” appeal dominate meal solution companies’ advertising.###By carefully researching its core audience, Knorr was able to push its brand awareness to new heights. And while this campaign was time-consuming and expensive, it could have long term benefits for the company. Young consumers who may not have even been aware of the brand now associate it with a video that’s fun, interesting and tailored for their generation’s viewing habits.###It may be wise for other manufacturers to consider similar campaigns for brands that haven’t taken off with their core demographic, no matter to which generation those people might belong.
Knorr uses unique flavor profiles to play matchmaker in millennial-focused ad campaign
