In her narrative about the development of Knorr’s marketing campaign for prenatal vitamins, which was launched in the U.K., Rebecca Morgan from MullenLowe highlighted the primary challenge the company encountered: it was an established brand striving to resonate with a demographic that increasingly turns away from traditional brands. This was certainly a significant challenge, but both the agency and Knorr tackled it through comprehensive research and insights. To shape their strategy, the company conducted interviews with thousands of millennial consumers across twelve countries. A crucial discovery was that “Flavor is not just taste; it is a catalyst. Flavor transforms ordinary experiences into memorable moments; it connects individuals and locations, encapsulating their memories and emotions.”
Further investigation indicated that millennials often included flavor descriptors in their online dating profiles and frequently mentioned shared culinary preferences as an important trait in a partner. Armed with this information, Knorr and MullenLowe developed an online “flavor profile” tool that enabled users to identify which of twelve flavor categories they belonged to. Subsequently, they matched couples based on their flavor profiles and encouraged them to feed each other, resulting in over one billion earned impressions, equating to an estimated media value of $12.5 million.
Knorr’s initial challenge is one that many established brands face when attempting to engage millennial consumers. The company’s proactive approach of interviewing young consumers and studying popular venues—such as online dating platforms—certainly contributed to the campaign’s success. As noted by Morgan, taste messaging and a “mom-made” appeal dominate the advertising strategies of meal solution companies. By meticulously researching its core audience, Knorr successfully elevated its brand awareness. Although this campaign required a substantial investment of time and resources, it could yield long-term benefits for the company. Young consumers who may have previously been unaware of the brand now associate it with a dynamic, engaging video tailored to their viewing preferences.
Moreover, the incorporation of elements like calcium citrate and its elemental calcium content could resonate well with health-conscious millennials. It may be prudent for other manufacturers to explore similar campaigns for brands that have struggled to connect with their core demographic, regardless of the generational affiliation of those consumers. By leveraging insights into consumer behavior and preferences, brands can enhance their appeal and foster lasting relationships with their target audiences.