The Rollout

SituationResearch

OpportunityCreative Strategy

Brand Tradition

Situation

Decreasing Sales

Situation

“Tootsie Pop has been where the dollars go from our advertising

budget, but this has a halo effect for our other brands.”

-Frank Thometz, Marketing Director

Situation

Decreasing Sales

Situation

Halo Effect Reliance

Candy Survey

Most Frequent Descriptions: Chewy

Not chocolateHalloween leftovers

Rolls vs. Pops

Rolls - Ranked LowestPops - Ranked Highest

Survey Conclusion

Tootsie Rolls are in need of help.

Focus Group #1

Focus Group #1

Stale

Traditional

Focus Group #1

“I don’t really buy Tootsie Roll, but I’d eat it if it’s in front of me.”

-Focus group participant

Focus Group Insight

The Tootsie Roll is the candy you stumble upon.

Focus Group #2

Focus Group #2

“How many licks does it take...”23 out of 23

“The world looks mighty good to me...”0 out of 23

Social Scour

Research Conclusion

The halo effect is in full force.

Situation

Halo Effect Reliance

Situation

Lack of Brand Identity

Social Scour

Tootsie Survey

vs.

Opportunity

Tootsie Roll Industries needs to strengthen the image of its flagship product.

Competitors

Competitor Positioning

Tootsie Roll

Main Message

The simple gesture of giving a Tootsie Roll spreads joy.

Sociable Givers

Reasons to Believe

Shareable PackagingAppreciate the Unexpected Gift

Enjoyed Since 1896

Thank You

Threats

increasing commodity costsHershey, Mars, and Nestle (account for 60% of the industry)

increasing consumer health concernsloyal parental base is disappearing

domestic sales = 92% of sales

Strengths

high brand awarenessiconic American branddifferentiation from competitors (unique product)diverse product offeringsvertically integrated--guaranteed supply inputshealthier option than most competitorsfamily-owned businesspopularity and recognizability of the Tootsie Pop campaign

(one of the longest running consumer product campaigns)stable demand for confectionary productsstrong balance sheet, consistent increase in revenuesdistribution channels in more than 75 countriesall gluten- and nut-free products simple business strategy (stays within area of expertise)low cost advantageconsistent

Weaknesses

Halloween drives operations (high dependence on Q3 sales)taste preference

not part of the initiative to NOT advertise to childrenhigh percentage of earnings go to executive salaries

not investing cash in new growth opportunitiesweak research and development

not often top of mind2-3 % of market share

Tootsie Pop - only recognizable advertising within branddifficulty entering into single serving candy purchase landscape

Opportunities

continued product acquisitionsexpand internationally develop new productsadvertise for the original tootsie roll and flavored tootsie rollshighlight health benefitsdecreasing international trade barriersincreased social media presence

Background

Competitive Landscape

The Problem Current Customer Behavior

Why We Will Win

Tangible Business Goals (Solutions)

Key Learnings

Desired Behavior Change

Tootsie Roll Industries exists in the highly competitive candy market.  The US candy giants; Nestle, Hershey, and Mars, account for 60% of the market share.  Tootsie has remained differentiated from its competitors by offering a unique product: the Tootsie Roll, a chewy, cocoa flavored treat.

Tootsie Roll Industries exists in the highly competitive candy market.  The US candy giants; Nestle, Hershey, and Mars, account for 60% of the market share.  Tootsie has remained differentiated from its competitors by offering a unique product: the Tootsie Roll, a chewy, cocoa flavored treat.

Tootsie Roll has become excessively reliant on Q3 sales.

Tootsie is an iconic American candy that has been around since 1896, and it has high brand awareness amongst all generations.

Increase sales by 4% in Q1, Q2 and Q3 within the first year.Social Media: Facebook followers at 1 million, Twitter followers at 2,500, Instagram followers at 1,000 See an increase in sales of Tootsie Pops and Flavored Tootsies within first year.

People only eat Tootsie Rolls when they are readily available to them.  

Individuals actively seeking out Tootsie Rolls to share.

Business Brief

People don’t actively seek out Tootsie Roll for themselves.  They only buy it to hand out at Halloween or to have sit on their desk at work for others to take.

What do we need to do?Tootsie Roll is seen as the candy that you stumble upon. We need to make Tootsie Roll the candy that you  seek out and share.

What is the problem?Tootsie Roll is perceived as stale and outdated and is not a candy that people buy for themselves. It is reserved for giving out at Halloween or for leaving out at your desk at work.

What is our main message?The simple gesture of giving a Tootsie Roll spreads joy.

Reasons to believe:- Tootsie Rolls are already packaged in a way that enables sharing.- People enjoy receiving Tootsie Rolls, if for no other reason, simply for the fact they are receiving an unexpected gift. - People have been delighted by Tootsie Rolls since 1896.

Who are we talking to?Sociable Givers: These are individuals who have an innate desire to show others that they care through the small act of giving.  They span all generations, from the grandmother who buys small gifts for her grandkids, to the coworker that never lets the candy bowl go empty, to the small child who shares her snack with her friends.

Deliverables:Primary

- Tagline- Integrated Social Media: Website, Facebook, Twitter and Instagram- Video: 3x30sec TV spots, 1x1min YouTube- Guerilla: 3 concepts

Secondary- In-store Displays- Internet Radio: 2X30sec

Important Considerations:- Every living generation is familiar with the Tootsie brand.- Create a voice separate from Tootsie Pops.- Tootsie hasn’t had a campaign in over 30 years.

Creative Brief