Dive Transient:
- Bitter Patch Youngsters, the sour-sweet sweet marketed by Mondelez Worldwide, designed a translator that helps Gen Zers new to the workforce higher perceive company lingo, per particulars shared with Advertising and marketing Dive.
- Customers can go to SourTranslator.com on cell or desktop and obtain an app the place they will enter job jargon and obtain a simplified message, together with a proposal for Bitter Patch Youngsters that may be redeemed at Albertsons and Safeway shops.
- The model is operating retail media buys on Albertsons properties and collaborating with influencers on social media. Animated digital out-of-home placements are additionally a part of the marketing campaign aimed toward serving to fresh-faced workers navigate their 9 to five.
Dive Perception:
Beginning a brand new job could be intimidating, particularly for individuals who’ve by no means held a full-time function earlier than. Gen Zers, a lot of whom skilled faculty in the course of the pandemic, are additionally beginning their careers at a disruptive time as employers weigh in-person versus distant and hybrid work, doubtlessly contributing to communication breakdowns.
Bitter Patch Youngsters, identified for promoting the place its mischievous gummies wreak havoc, takes a tongue-in-cheek strategy to serving to Gen Z bounce into the workforce with its Bitter Translator. The appliance converts company chatter, together with veiled passive-aggressive messages, into plain phrases. “Trying ahead to listening to from you” turns into “Speak to me!” when run by means of the expertise.
WPP’s VML company is behind the marketing campaign advertising to Gen Z. Grocery big Albertsons and its Safeway subsidiary are additionally supporting the Bitter Translator with retail media promoting and in-store redemptions that layer on a commerce element. Packaged meals corporations like Mondelez have invested extra into retail media as they search to tie their advertising nearer to transactions.
Bitter Patch Youngsters has centered on the digital and social channels that issue closely into the habits of its goal younger viewers. The model beforehand doled out “prank funds” round April Fools’ Day by way of TikTok, Gen Z’s app of selection, and ran taste competitions on Twitch, Amazon’s livestreaming platform. In June, it debuted a devoted tycoon-themed world on the gaming platform Roblox.
Bitter Translator takes a web page from current campaigns from sister Mondelez manufacturers as effectively. Oreo, additionally working with VML, beforehand developed a collection of activations that turned issues sharing an analogous look and black-and-white coloration scheme to a stack of its cookies, reminiscent of “hamburger” menu icons, referees and barcodes, into shoppable moments.
Like many CPGs, Mondelez is contending with consumers who’ve grow to be extra price-sensitive. Internet income for the enterprise that additionally owns Ritz and Chips Ahoy declined 1.9% in Q2 whereas underlying volumes had been down 2.2%.
