Success: Lunchables Uploaded; Sizing up to teens' snacking needs
Consumer lifecycle (related to appeal to limited demographics) is a factor with critical significance for the ability to retain consumers and sustain sales in categories across FMCG. This is particularly the case in meal kits or snacking options targeted at kids, where product relevance and appeal diminish into the teenage years. Therefore, growth opportunities can be cultivated with the correct implementation of aging up strategies to appeal to older demographics and their specific needs.
Lunchables Uploaded highlights that opportunities can stem from aging up (or down) established products if the content and messaging are matched to the needs of different age groups. Products such as meal kits, beverages, personal care items, and packaging all have potential for tailoring appeal to age groups that fall outside the original target.
Although the Uploaded tag could be described as a cliché in terms of trying to build teen appeal, the overall strategy clearly resonated with the intended audience. Uploaded also successfully conveyed secondary meanings in the form of the upsizing (loading up) of the product and aging it up from kids to teens.
The health trend has become the lynchpin of modern consumer market development in many areas. However, it is wise to remember that it is not a universal consideration. In the Lunchables Uploaded example, the criticism the brand receives on health grounds is washing over it because it is less relevant to target consumers and consumption occasions.
Success: Lunchables Uploaded is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Oscar Mayer's teen-focused meal kits.
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