Raisinets has always been a stable favorite at the movie theater, the home theater, and just as a fun snack. So it is not surprise that Nestle has not developed a major national campaign for the product in 12 years. But there's a new berry in town, and Raisinet is being kicked up a notch for it.
According to BrandWeek, Cranberry Raisinets is the latest addition to the Raisinet brand. The company has launched webisodes featuring a sassy female Cranberry Raisinet character. The target audience are "on-the-go women", so the brand has placed several ads featuring female celebrities in women's lifestyle magazines and making an appearance on a female-centric Lifetime show. Raisinets is also offering a 3-night getaway for two in Arizona.
It's integrated approach for Raisinets to target new consumer niche and take advantage of cranberries as a hot food ingredient.
Wednesday, August 19, 2009
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