“Reeses Love SNICKERS Peanut Butter”
In hopes of making waves in the peanut butter candy market, SNICKERS® hosted a focus group composed solely of people named Reese. When the participants gave SNICKERS Peanut Butter high approval ratings, the Mars-owned company concluded: “SNICKERS Peanut Butter. Loved by Reeses.”
This clever marketing strategy continued beyond the focus group when SNICKERS invited anyone with the first or last name Reese (regardless of spelling) to sign an online pledge declaring their love for SNICKERS Peanut Butter. Although humorous, this campaign delivers a serious lesson: effective marketing is often built on market research.
Market Research: Loved by SNICKERS
SNICKERS has also shared a Puratos' Taste Tomorrow survey, which found that 71% of consumers believe that texture is a “key contributor” to their enjoyment of food. Because of this research, SNICKERS highlighted the importance of texture. The Marketing Vice President of Mars Wrigley North America, Martin Terwilliger, announced: "When it comes to peanut butter and chocolate, people usually feel they have to compromise, but SNICKERS Peanut Butter delivers real creamy peanut butter and crunchy peanuts for the ultimate multisensorial satisfaction.” Using market research, the brand shaped its marketing around the insight that food enjoyment and texture are interconnected, further cementing its credibility.
Learning from Food Science Research
Before the product hits the store shelf, food companies frequently utilize market research, specifically food science, product development, and sensory research, to discover how to improve the flavor, aroma, texture, and appearance of their product to increase the likelihood of a successful launch. This research usually consists of a panel of individuals trained in sensory evaluation or untrained consumers. Continued product development and sensory research ensures that a product remains relevant, commercially successful, and satisfying to consumers.
Whether you're testing a new product, validating marketing claims, or recruiting a highly specialized audience—like a room full of people named Reese—the success of your research starts with finding the right participants. Ridgeline Recruiting specializes in recruiting qualified respondents for market research studies across a wide range of industries. Contact our team to discuss how we can elevate your next market research experience.
