- Product
- Lay’s Hawaiian Pizza Flavor.
- Slogan
- New Dimension of Your Favorite Taste.
Target Audience
The target demographic for this product is adolescents and young people in the group of 15-35 years old, both women and men. Potato chips may be consumed by a larger population group, and at the same time, consumers’ preferences may limit the sales of a new flavor – in other words, it will be preferable for individuals who have already liked Hawaiian pizza, while this dish has a considerable number of opponents as well.
Nevertheless, the marketing campaign aims not only to attract the lovers of Hawaiian pizza but also to provide a new perspective on a product through an innovative combination of well-known potato chips and an unexpected flavor. About the advertisement, ideal customers may be viewed as young women and men interested in active social life, interaction with social media platforms, sports, and new experiences.
Marketing Strategy
The primary marketing channels used include social media platforms, such as Facebook, Instagram, YouTube, and TikTok; advertisement through partnering with Google Ads, TV advertising, and magazines, including digital ones. The choice of these channels is determined by the target consumers’ age and interests, which presuppose spending a considerable amount of time on the Internet daily.
Main Advertising Appeal/s
Regardless of its source, advertising will focus on several main components, including summer, tropical beach, friends, socialization, and spending a good time together. In general, it aims to combine the company’s previous experience, which promoted its products, emphasizing their suitability for a big company of relatives of friends, with features associated with a new flavor.
The main advertising appeals that will be applied are the need for affiliation, achievement, attention, autonomy, and aesthetic sensations (Pullman, 2022). In particular, advertising will not use the appeal of physiological needs as it targets a younger audience. It aims to connect the positive experience of friendship, having fun, and vacation with a new product.
Reference
Pullman, G. L. (2022). Jib Fowles’s 15 basic advertising appeals. Medium. Web.
