“Eat ‘Em Like Junk Food.”
While reading through Brandchannel’s recent blogs, I stumbled upon a blog by Dale Huss on Bolthouse Farms’ Baby Carrots; particularly the recent introduction of “Shake N Bake Memories.” Consumers are able to “pinch, pull, shake and eat” carrots as Bolthouse puts it. The blog states that the new product is available at 99 cents (certainly competitive with similarly-shelved items) and in three flavours: Ranch, Chilli Lime, and Salsa.
A Quick Analysis
The ad clearly employs demographic and psychographic segmentation; for instance, the ad portrays a group of people, likely in their mid-20s, enjoying themselves at a house party by a pool. Also, the disturbed neighbour in the beginning of the ad says “So my neighbours… they’re just shaking their carrots right out in the open over there.” These two above cases demonstrate that the company is likely trying to target people who are either young and active or have a spot in their heart for suggestive humour, or both.
Another example of demographic segmentation is briefly mentioned by Mr. Huss’ blog. The ad also caters to Baby Boomers; North Americans from this generation are likely to have had the pleasure of eating Shake and Bake chicken. Bolthouse emulates this experience by allowing consumers to do the same, but with carrots instead of chicken. Feelings of recall and nostalgia are powerful, and coupled with the fact that one realizes he or she is enjoying something health conscious and tasty in an unhealthy America (68.8% of adults are overweight or obese), provide a formidable formula to success.
The only issue that I see with “Shake N Bake Memories” is that it could potentially damage Bolthouse’s baby carrots that already exist in the market. Introducing a newer version of a product makes the older product seem inferior and outdated.
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