pb2 strategic process
Strategic communication ii final project
Background
This project focused primarily on consumer research, the strategic process of creating an ad for a target audience, and then executing a creative platform.
I developed my own target audience from product research, identified consumer insights, and then crafted my deliverables, 3 print magazine ads, from there.
about
the product
PB2 is the original powdered peanut butter. It comes in different powder flavors. There are also four performance protein powders - these are what I based my campaign around.
PB2 in all its forms can be mixed, baked, and blended into smoothies or other recipes as a protein supplement.
They can be found online through PB2's website, ordered through Amazon, or also found in stores such as Walmart and Central Market.
the competition
There are many powdered peanut butters, including store brands for large grocers, as well as independent powdered nut butters that compete in the space for health and food supplements.
The primary competitors are PBFit, Naked PB, Nuts ‘N More, Peanut Butter & Co., and PB & Me.
99.9k followers
598 followers
137 subscribers
10.4k followers
77.2k followers
88k followers
929 followers
1.09k subscribers
1.2k followers
147k followers
46,065 followers
9.3k followers
9.4k followers
2.7k followers
50.8k followers
138.7 followers
598 followers
37.6k followers
8.6k followers
7.8k followers
1.6k followers
target audience
Focus on college educated, and employed females ages 23-35 who look for a way to incorporate protein seamlessly into their diet.
They typically make $65k-$125k a year and have disposable income to maintain their health journey.
These women follow a calorie deficit diet model, a healthier alternative to crash diets promoted in recent decades.
They workout 3-4 times a week. Some have a desk treadmill in their home office to hit a steps goal each day.
These women typically work remote or hybrid corporate job. So, their days are slower than office jobs, but quick and easy meals are still needed.
On the weekends, this audience does brunch, lunch, or bar hopping with their friends and families. They’re socially active all weekend.
consumer behavior insight
Females in this target age range have fallen victim to crash and fad diets. This has led to an increase in unhealthy eating trends.
Calorie amount and protein need to be visible, if not the main focus, of advertising for PB2 to emphasize USPs and health benefits.
Grocery shopping occurs at stores such as Whole Foods, Trader Joes, and Sprouts. Sometimes, in a pinch, they will go to H-E-B or Target.
They shop a lot online for clothing, household items, and other products. They read product reviews and are intentional with their purchases, and require a lot of thorough research before buying an item.
Search for recipes, reviews on products/first impressions by users of the product or service they are researching (this has played a huge role in their shopping habits)
Follows friends, influencers, celebrities, brands and organizations
Connect with old friends and family
Curating fashion trends and recipes
Networking with industry professionals and receiving industry-specific news
strategic statement
“PB2 - The original powdered nut butter alternative to traditional peanut butter - gives women on the go a delicious way to cut calories without sacrificing protein essential to living a balanced lifestyle.”
Media choices
32.41% male, 67.59% female. Largest age group of visitors are 25-34 year olds. Top audience interests include lifestyle, beauty and cosmetics, and shopping.
40.31% male, 59.69% female. Largest age group of visitors are 25-34 year olds. Top audience interests include lifestyle, shopping, and wellness.
40.62% male, 59.38% female. Largest age group of visitors are 25-34 year olds. Top audience interests include health, shopping, and fashion.
3 Print ads
These 3 print ads were digitally produced with Photoshop, Illustrator and Canva Pro. The mockups were created on Photoshop.
