Chex Mix marketing puts flavor first
When people think of Chex Mix it’s often of the traditional, Chex cereal mix with pretzels and nuts from a blue bag.
But did you know that there are actually 17 main flavors of Chex Mix?
In fact, today Chex Mix introduced a new seasonal flavor, Muddy Buddies Peppermint Bark.
The other Chex Mix flavors range from savory to sweet, and everything in between: Traditional, Cheddar, Bold Party Blend, Sour Cream and Onion, Peanut Lovers, Hot and Spicy, Gourmet Blends Italian Herbs & Parmesean, Jalapeno Cheddar, Chipotle Cheddar, Honey Nut, Trail Mix, Caramel Crunch, Turtle, Dark Chocolate, Peanut Butter, Peanut Butter Chocolate Muddy Buddies, and Cookies and Cream Muddy Buddies. Add in other seasonal flavors and the number of bags of Chex Mix you’ll find on grocery store shelves can be overwhelming.
So how does Team Chex Mix get the word out about all the flavors they offer?
“Most people don’t realize we have that many flavors. They tell us, ‘It’d be great to have a cheddar flavor,’ and we do. When they discover the variety, they want to try it,” says Angela Ma, integrated marketing communications planner.
So Angela and her creative coworkers recently went to work to inform Chex Mix lovers everywhere.
Here’s some insight on the marketing mission for the product, which involved:
*“Making the interesting more interesting,” instead of positioning Chex Mix just as the solution to monotonous moments, says Angela. That led to a recent commercial featuring the Chex Mix Guy skydiving while eating Chex Mix. You can see “Chex Mix Skydive,” and two other spots, on the Chex Mix YouTube channel.
*At the end of latest Chex Mix television spots, the team incorporated a pan shot of five different bags instead of just the Traditional blue bag.
*For the first time ever, the team showcased a bag of Cheddar Chex Mix in one of their commercials.
*Coupons now feature photos of more than one flavor of Chex Mix.
*Chex Mix also is partnering with Box Tops for Education, encouraging Box Tops coordinators to watch one of the Chex Mix videos on its Click & Earn site.
*Most importantly, says Angela, Chex Mix talks to and listens to its fans. “We engage with and learn from our 1.4 million Facebook fans every day.” (Chex Mix also is on Twitter.)
In fact, the Chex Mix Facebook fan page experienced a “flavor takeover” by the sassy Ms. CC, the new Muddy Buddies Cookies & Cream flavor. Her sweet rivalry with Mr. Muddy Buddy was made known to the world. Angela says Chex Mix fans can look forward to other new seasonal flavors of Chex Mix.
And if you really like the limited-time-only flavors, let it be known on the Chex Mix Facebook page, because “we just might make it a permanent flavor like we did with Ms. CC!” says Angela.