Target Market
University students.
People are prolific and active on Facebook, Twitter, and often sharing on their blogs.
Spend time in front of their computer every day.
Prefer to treat themselves to sweets when they are depressed.
Creative Execution
Tagline: See Sweet
Objective: Expecting audiences can enjoy sweets every time and everywhere
Ambient Design
Activities Design
Giveaways & AR Ads Design
Outdoor Design
Research
History & Competitors
Main Consumers
The research shows that primary consumers are aging from 18~64. However, teens' chocolate-eating amounts are managed by their parents, and people who are over 65 with health problems affecting them to eat products with sugar.
Issues
Currently, See's Candies consumers are primarily elderly people, they are aging out. They need to attract more new blood to buy their premium candies.
“When it comes to the booming foodies demographic known as the millennial, dessert is a social and culinary experience ... They are projected to outnumber non-millennials by 2030.”
Evidences
Compared to other brands, See's Candies are slowly losing people's attention to their products because their main customers, baby boomers, are aging out.
Trends
Trend 1
People prefer to buy sweets during holidays such as Valentine's Day or Christmas. Most buyers pick chocolate rather than candies, and they are more picky on the products.
References: National Confections Association
“Health and value are guiding candy purchases, with 28% of the US consumers seeking such better-for-you options as dark chocolate or nut and fruit products, and 22% buying on-sale items.”
Chocolate is holding 75% of all sell candies during Valentine's Day.
50% of shoppers will consider before buying candies.
Trend 2
People prefer to share interesting things or unique behavior on their social groups for attracting more attentions. Decorating their bed like a slice of pizza is one example.
Trend 3
Social media is the bridge-building of the connection between online shoppers and the brand. It is also a great tool that speedily spreads messages and affects people around the world.
