Introduction: Morinaga & Company’s New Advertising Approach
Morinaga & Company, the makers of the popular Hi-Chew fruit candy, are taking a fresh approach to advertising by targeting the younger millennial and Gen Z generations. Partnering with creative agency Gigasavvy, they have created a 30-second advertisement that encourages viewers to “Choose Different. Choose Fun. Chew Hi-Chew”. The campaign introduces a world inhabited by Hi-Chew candies and aims to connect with the unique lifestyles of its young customers.
Social Media and Influencer Marketing
To further cement their brand identity with millennial and Gen Z consumers, Morinaga & Company is utilizing social media platforms and partnering with influencers. This strategy is designed to increase engagement and spread the word about their quirky, playful advertisement, capturing the attention and loyalty of these younger generations.
Understanding the Gen Z Demographic
Joanne Hsu, Senior Brand Marketing Manager at Morinaga America, believes that understanding and embracing individuality is the key to resonating with Gen Z consumers. By connecting with their values and interests, the brand can wield a deeper influence in their target audiences’ lives. Hsu also emphasizes the need to adapt to the rapidly changing social media landscape, which plays a significant role in how Gen Z engages with brands.
Appealing Visuals and Authentic Flavors
The new Hi-Chew campaign highlights the product’s genuine fruit flavors and extended chewiness, appealing to young consumers who value authenticity and fun experiences. With eye-catching visuals and youthful energy, Morinaga aims to forge stronger connections with its target audience, enticing them to enjoy and share their favorite candies with others.
Competing in a Competitive Market
Mitch Fait, Creative Director at Gigasavvy, explains that the campaign is designed to secure a distinct audience in a crowded market. By honing in on a specific demographic, the ad can make a significant impact, even alongside industry giants. The carefully crafted campaign is expected to resonate with consumers, carving a niche for Hi-Chew in the highly competitive candy sector.
Creating Emotional Connections Through Nostalgia
Gigasavvy President Kyle Johnston emphasizes the importance of tapping into universal nostalgia associated with childhood candy experiences. Hi-Chew’s advertisement aims to transport viewers back to those cherished moments while also presenting the brand’s innovative and delicious offerings.
Incorporating Pop Culture References
The ad features nostalgic elements, such as Lego-like Hi-Chew candies and enormous fruit reminiscent of “Pac-Man”. These components not only showcase the brand’s playful nature but also resonate with audiences by tapping into familiar pop culture references. The combination of old and new elements creates a captivating visual experience for viewers
Aiming to Build Strong Customer Relationships
Morinaga’s goal with the Hi-Chew campaign is to create and sustain close, loyal relationships with young customers who form attachments to brands before they become mainstream. Understanding their target market’s preferences, hobbies, and lifestyles will allow the company to deliver a personalized and memorable experience. This, in turn, will help build a loyal customer base that will continue to grow as the brand gains popularity.
Conclusion
By overhauling its advertising approach, Morinaga & Company aims to capture the attention and loyalty of the millennial and Gen Z demographics. Utilizing social media platforms and influencers, as well as focusing on the values and interests of the younger generation, the brand hopes to ensure its continued success in a competitive market. With its innovative and nostalgic campaign, Hi-Chew is on track to carve out a distinctive niche and forge lasting relationships with its target audience.
FAQs: Morinaga & Company’s New Advertising Approach
What is the target audience for the new Hi-Chew advertisement?
The target audience for the new Hi-Chew advertisement is the younger millennial and Gen Z generations.
How is Morinaga & Company utilizing social media and influencers?
They are utilizing social media platforms and partnering with influencers to increase engagement and spread the word about their quirky, playful advertisement to capture the attention and loyalty of their target audience.
What is the key to resonating with Gen Z consumers according to Joanne Hsu, Senior Brand Marketing Manager at Morinaga America?
The key to resonating with Gen Z consumers is understanding and embracing individuality and connecting with their values and interests.
What features does the new Hi-Chew campaign highlight?
The new Hi-Chew campaign highlights the product’s genuine fruit flavors and extended chewiness, using eye-catching visuals and youthful energy to appeal to their target audience.
How does incorporating nostalgia and pop culture references benefit the Hi-Chew advertisement?
Incorporating nostalgia and pop culture references resonates with the audience by tapping into familiar experiences and elements, creating a captivating visual experience for viewers and forming emotional connections with the brand.
What is Morinaga’s goal with the Hi-Chew campaign?
Morinaga’s goal with the Hi-Chew campaign is to create and sustain close, loyal relationships with young customers who form attachments to brands before they become mainstream, ensuring continued success in a competitive market.
First Reported on: marketingdive.com
Featured Image Credit: Photo by Canva Studio; Pexels; Thank you!
