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Cuties’ Snapchat lens brings sweet success

On Sunday, Dec. 4, 2016, millions of Snapchat users showed their love of Cuties by using the brand’s first-ever Snapchat lens.

“The Cuties Snapchat lens was a way for us to remind shoppers that Cuties are back in season and back in stores,” said Victoria Nuevo-Celeste, vice president of marketing for Sun Pacific. “Snapchat is unique in that it allows us to reach a large audience — with more than 150 million daily users — but in a way that encourages them to spend time interacting with Cuties in a fun and memorable way.”

IMG 2406 Actress Hailey Duff using the Cuties' Snapchat lens.The lens — which featured Cuties iconic Lil’ Zipper character brought to life at the prompt of consumers “blowing a kiss” — saw nearly 70 million brand exposures in just 24 hours. The number of consumers that interacted with the lens was more than four-times Snapchat’s benchmark.

Cuties promoted the lens via an FSI that dropped on the same day, and well as through promoted post by celebrity influencers such as The Cooking Channel’s “Real Girl’s Kitchen” star Haylie Duff and Snapchat design maven CyreneQ.

“To have so many consumers engage with our brand reinforces how much people love Cuties. Cuties is the preferred mandarin brand of millennials, and Snapchat is so popular with that generation, so it’s a perfect way continue to grow our preference with even more consumers in this demographic that is so important to retailers,” said Nuevo-Celeste.

At 80 million strong, millennials are a highly coveted group of shoppers, as they are now the largest adult demographic, and make up 90 percent of new moms. The Snapchat lens is just one element of Cuties’ marketing campaign for the 2016-17 season designed to engage this audience and their kids.

The Cuties campaign also includes:

• A :30 animated spot running on digital platforms such as Hulu, The Disney Channel App and YouTube as well as in movie theaters during the holiday blockbuster season

• An animated video series to teach moms and kids how Cuties are grown with love

• A social media campaign where consumers can interact with real growers to learn even more about Cuties

• A Snapchat sticker design contest where winners will have their artwork featured on fruit during the 2017-18 season