Gen-Alpha, Millennial Parent Opps: Jell-O rolls out new packaging, logo (Score 17)

Sales lead: Reach out now to help this brand promote its new look. 

• Jell-O rebranded with a new logo and packaging for the first time since 2013. 
• It is also now referring to its sugar-free products as "zero sugar." 
• Jell-O worked with BrandOpus on the effort. 
• It is supporting the rebrand through PR, in-store, and eCommerce ads. 
• The brand hopes this will help it reach younger parents and kids. 

Target demographic: Millennial parents & Gen-Alpha 

The company will likely:

• Keep increasing digital ad spend
  • Note: Jell-O allocated its entire digital marketing budget toward Q4 in 2022
• Ramp up PR support for the rebrand
• Experiment with new ad channels to reach a younger audience 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Jell-O has not allocated a significant budget toward digital display ads so far this year. 
• 2021-2022 spend: Full-year spend skyrocketed from $83.3k in 2021 to $1.4m in 2022. 
• 2022 data: 182.2m impressions via Facebook (61%), Instagram (28%), and Twitter (11%). 
• Ad location: It placed 100% of these ads directly onto facebook.com, instagram.com, and twitter.com. 

Agency analysis:

• Opportunity: Those of you that can assist this brand in reaching younger consumers will have the best shot of picking up work.
• Current roster:
  • Leo Burnett Worldwide: creative, digital, social, experiential, & multicultural AOR
  • Starcom Worldwide: media AOR

Insight Sources: Digital spend insights estimated by Pathmatics.