My dear readers,
Today, I want to tell you more about those brands that are using humour for attracting and keeping its consumers.
Humour has a positive impact on memorising a message. It will be easier to remember a message if it is a humorous one.
Finally, when a brand is using humour, she is creating a relationship, a link with the consumer. Millennials are very sensitive to humour, according a Yahoo study, a brand must be oriented toward entertainment, humour and the instantaneousness to target them. When we know that this generation could represent $1.4 billion in 2020, it is a priority to understand how to talk to them. Moreover, young people tend to share on their social media the branded content if it is is funny. It represents free advertising for the brand, bigger visibility, and more potential consumers.
We are going to focus on four brands that have built their brand around fun and are maintaining their brands image with humour.
KINDER BUENO
In 2017, Kinder Bueno has launched a TV ad with Elie Semoun, a french humorist to target Millenials and young adults. The idea was also to associate the Kinder Bueno brand with fun and amusement.
To continue along the path towards a funnier image, the chocolate bars by the Ferrero group has launched the Bueno Comedy Show in January 2018 to target Millenials. Kinder Bueno has organised a humour show for contributing to reveal humorous talents.
« Millenials is a varied public ; you have late teens who are still living at their parents house, young adults living alone or who are even parents. They are sharing values, passion, having fun, looking on the bright side. » Virginie Fleury says, Group Manager for Kinder snack & Kinder chocolat Marketing.
The operation’s objective is to modernize the Kinder Bueno’s perception to young adults and galvanise a category that suffers competition from biscuits brands. Kinder Bueno is the chocolate bars leader in France and claim responsibility for 29,5 % of the total mass-merchandisers markets shares.
« Humour represents a key element for creating closeness », Virginie Fleury adds.
Kinder Bueno has also used hidden cameras in 2014. The whole point of it was, of course, humour. Because they make you laugh, they are likely to be shared and thus, increasing the presence of the brand on social medias and stimulating the consumers engagement for the brand.
CADBURY:
On Social Medias
Cadbury has launched in March 2016 a campaign on Snapchat for its Creme Egg to target an audience from 16 to 24 years old. « Cadbury created a number of bespoke brand lenses, including a pair of giant golden lips eating a Crunchie. »
Cadbury has spent nearly half its yearly ad budget on the Snapchat campaign. Apparently, it was worth it because Cadbury has succeeded to generate an amount of engagement on the platform, which was the whole point of making this fun and ephemeral campaign.
In January 2014, Cadbury has launched the hashtag #FreeTheJoy to bring ordinary people moments of joy. They were sharing funny videos of people dancing and having fun on Friday just before the weekend. « They also get involved with trending hashtags, current events and holidays, which keeps their content relevant and ensures that their tweets are seen when users browse the trending topics. Some recent examples of this were #MayThe4thBeWithYou and #Easter".
On TV
M&M’s
M&M’s is an American candy brand that belongs to Mars Inc group. M&M’s has young consumers (children and teenagers) as main target. To reach a public which is not financially independent, the brand must speak to the buyer who is the mother or the father. Thus, the ideal situation for M&M’s is to reach the whole family. M&M’s has made the choice of a humour strategy by basing the whole communication around storytelling.
Red and Yellow, M&M’s mascots
The Red and Yellow characters have been created in 1971. They became the brand mascots. As a result, they appear in every ad, on any format. Indeed, whether this is on TV ads or on their Facebook page, M&M’s puts forward the Red & Yellow friendship, the first being simplistic and the second grumpy. It allows to identify efficiently the brand and associates it with entertainment, fun and humour.
M&M’s Facebook page is overflowing with humorous posts putting forward the mascots adventures. People follow their stories, the mascots belong to their daily life, this a breath of fresh air. Basing their communication on storytelling has enabled the brand creating a community around the brand and generating a positive feeling from people.
TV ads
Do not hesitate to comment your favorite humorous ads!
Cited Sources:
« M-and-M-Marketing-Communication-Report.» - Docstoc - Documents, Templates, Forms, Ebooks, Papers & Presentations. N.p., n.d. Web. June 25, 2012.
« Kinder Bueno explore la veine de l’humour.» - Les Echos - Web. January 29, 2018.
« How Cadbury Uses Social Media » - Link Humans
Nikki Gilliland - « 10 examples of Cadbury’s sweetest marketing campaigns & creative » -- Econsultancy - April 3, 2018
Gemma Charles - « Cadbury is first UK confectionery brand to use new Snapchat ad platform » - - Campaign Live - March 11, 2016