Brands All Grown Up: Shifting Target Markets From Children to Adults
“When at first you don’t succeed, try, try, again” is a quote we’ve all heard at least half a million times. Despite its redundancies, the message remains the same; don’t give up when things seem hard, but try something new and see if that gives you the results you want.
Companies must have this quote plastered somewhere in their office building, because many have recently readjusted their target markets in order to appeal to more customers. Who, you may ask? Several!
They’re targeting adults in their latest Lucky Charms TV advertisements instead of the typical child viewer. Why? According to their marketing manager, Greg Pearson, 45% of Lucky Charms’ consumers are adults and because of this shift their brand saw its best volume year ever in 2012.
Targeting adults with a sugary (albeit delicious) cereal may seem strange, but with new restrictions on advertising to children taking place, adults nostalgic for their favorite breakfast cereal are becoming the saving grace for marketers. General Mills is rolling out a new adult campaign (get your mind out of the gutter, not that kind of “adult”) to attract the attention of those who enjoyed the cereal when it was first introduced in 1964. Here’s the latest ad for the cereal:
In a refreshingly different advertising tactic, Kellogg’s is going after the often portrayed ‘bumbling idiot’ dad and making him seem like a functioning human being. Let’s face it, Frosted Flakes are delicious but probably as nutritious as eating a cup of sugar straight from the bag. With their current ingredient list they’re not able to market children, so instead of throwing in the towel they went after attracting dad’s attention. Here’s a screen shot from their commerical, but if you’d like you can view it in its entirety here.
Are cereal companies the only ones out there switching up their target markets to appeal to more people? Nope! You name the industry and there’s an excellent chance at least one company in it has changed who they appeal to.
Next up on the demographic re-targeting agenda is Jell-O and their “Jell-O Temptations” products. Just one look at their commercials and you’ll get the ‘no kids allowed’ vibe:
They aren’t a stranger to repositioning themselves if needed to get their name out there to new and usually ignored markets. Their latest marketing tactic of appealing to millennials showcases this idea perfectly. They’ve realized this age group is unlike other generations before it and instead of trying to make them conform to their typical marketing tactics, they’re embracing what makes this group different.
They’re not creating an entirely new car, but instead they’re using what the millennial mindset is and hoping to attract their attention. To read more about their target market shift, you can check out a blog I wrote earlier: here.
National Football League
The NFL did some intense market research and found that women weren’t just keeping busy in the kitchen when the game was on, but many were sitting on the couch along with the guys watching the game. They didn’t completely shift their target market to women, but they realized a hole in their product offerings and began production on the “It’s My Team” line of apparel and accessories for women football fans. Sales of these items have blown past all expectations and are proving to be a very successful business shift.
Brands shifting their target markets, or at least being open to including other demographics, are something we’ll be seeing a lot more of in the future with stricter regulations and the need to find the customer base that fits their product offering the best. Get ready my friends!
What do you think? Does it seem weird to you that a sugary cereal is trying to get adults to buy their stuff? What about a car company trying to attract an entire generation going based off trends they’ve noticed? Shout off below!
Amy is one of Quality Logo Products’ content developers and social media coordinators. She is a self-professed newspaper nerd and thoroughly enjoys reading business and financial news and having impromptu discussions about it. Oh yeah, she’s “one of those” people! A true Midwestern girl by nature, she loves riding her bike, photography, and the Chicago Cubs. You can connect with Amy on Google+