Last week I questioned the decision by Pop Tarts to start selling body wash, bath bombs, and crunchy jackets. Really, it was ,ore of me asking why. What reason do they have? Rather than thinking it was absurd, I assumed there was some business rationale behind it.
I did some digging and found the earnings statement from Kellanova, their parent company. (If you like me thought it was Kellogg’s, we are both clearly behind the times in mergers and acquisitions news.) it the slides and the accompanying transcript, the company laid out their overall strategy “Differentiate, drive, deliver.” Underneath that was a key focus:
“Delight our customers
- Win through occasions
- Lead with innovative food and packaging
- Excel in marketing driven by data and advanced analytics”
As they highlighted how they delight consumers, they talked about doing so through innovation, bringing new things they hadn’t done before. They spoke of leveraging social media to build brand awareness through new channels.
Consider this. They don’t usually offer body wash. It is an exciting limited offering that can generate buzz. Especially in this era of social media, with get ready with me content, unboxings, and new finds galore, I can certainly see how those products not only delight fans of them but can spur new levels of awareness. Truth be told, were it not for that jacket, I would not have known about the crunchy poppers.
But what do you think? Do you see these promotions as part of a bigger plan or as just gimmicks?
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