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Billy Boy targets millenials with grassroots campaign, social media marketing

BY Michael Johnsen

Jarden Corp., a Germany-based condom manufacturer, will be attempting to carve out a space in mass retail with a grassroots marketing effort targeting college-age men with a message that its Billy Boy brand of condoms is not only fun, but it’s the “better built” condom.

“Quality is really what matters at the end of the day,” Matthew Shifrin, general manager for Billy Boy, told DSN. And Billy Boy will be accentuating its German manufacturing heritage as part of its marketing message, he said. “[More than] half of the condom category in the United States is dominated by 18- to 24-year-old males,” Shifrin said. “What really makes Billy Boy special at the end of the day is we’ve come into this category focusing on that 18 to 24 year old, that bread and butter of this category. … Millennials are fiercely independent, incredibly savvy — a kind of no-BS generation.”

To reach those millennials, Billy Boy will be focusing less on TV and/or print placements and more on social media platforms and grassroots efforts with collegiate marketing and sampling through more than 100 on-campus brand ambassadors. “These are in-house reps that are recruited and trained,” Shifrin noted. “These are social chairs of fraternities and sororities; they are social leaders on campus. When you have a brand ambassador that is [your] relevant demographic, … then that person is going to influence [his or her] peers in a market from 5,000 to 50,000, depending upon the size of the school.”

 

 

The article above is part of the DSN Category Review Series. For the complete Intimacy Buy-In Report, including extensive charts, data and more analysis, click here.

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CE accessories a boon for drug stores

BY Barbara White-Sax

Impulse purchases are a big part of the electronic accessories segment for the drug channel. Drug stores see strongest sales in such commodity items as blister-packed cameras and camcorders, personal music players, headphones, iPod docks and blank media, according to TWICE’s Alan Wolf. A recent TWICE Top 100 Report said CVS and Walgreens saw a slight decrease in consumer electronics sales in 2011, while Rite Aid category sales were up nearly 6%.

 

 

The article above is part of the DSN Category Review Series. For the complete CE Accessories Sell-Through Report, including extensive charts, data and more analysis, click here.

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Cereal declines

BY Barbara White-Sax

Cereal sales are suffering as consumers resist rising prices and increasingly turn to other options, such as yogurt or frozen foods. The category also is taking a hit from an expanding menu of value-priced, on-the-go options offered by quick-serve restaurants.

Faced with higher costs of raw materials, manufacturers have been forced to pass the increases along to consumers, and it has hurt sales. Cereals with the healthiest profiles, such as granola, are one strong category segment.

 

 

The article above is part of the DSN Category Review Series. For the complete Cereal Sell-Through Report, including extensive charts, data and more analysis, click here.

 

 

 

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