The JELL-O Extension

When I was in elementary school, my daily lunch included four things: a turkey sandwich, fruit snack, juice box and a JELL-O Pudding Snack (preferably chocolate). JELL-O was such a staple in my childhood but during my 20′s, I didn’t buy JELL-O products as often. Not because I didn’t still enjoy them but because I wanted to try new and exciting flavors of desserts.

Capitalizing on Nostalgia

Marketers at JELL-O realized that they could capitalize on the nostalgia of gelatin and pudding, combined with the health and nutrition appeal of the products by marketing them to adults. JELL-O is now promoting their new 70-calorie Rice Pudding in three mature flavors: crème brulee, cinnamon and original.

Their quick and easy desserts with sophisticated tastes are targeted to adults who want a guilt-free treat in less than two minutes.

Companies have been adding new products to their brands for years, but when JELL-O added their new Rice Pudding, they not only added a new product they also added a whole new audience.

Introducing New Products and Programs

When considering new products there are four areas of criteria that one should evaluate to make sure the new product fits with their core brand. “How To Successfully Extend Your Brand” by Vincent- Wayne Mitchell and Daniel J. Edelman provides great insight on these four areas:

• Relevance - the extent to which the core brand attributes are relevant or important to the product category (JELL-O hasn’t strayed from the creamy chilled desserts category)
• Recognition - the extent to which consumers understand the reasoning behind why the brand is conducting the new product as well (appeal to food nostalgists and adults looking for quick, healthy food snack items)
• Credibility -the extent to which the core brand has attributes which are credible and acceptable to conduct and sell the new product (a trusted brand for more than 150 years)
• Transfer - the perceived ability of a brand to transfer their skills and experience to the new product (a long history of new product development and brand extensions).

How Fahlgren Used These Same Rules to Help CHS

Fahlgren partnered with Collier Health System (CHS) in Florida to help promote their new program Early Health. The program’s goal was to introduce Early Health – a kid-friendly medical, educational program – to a community of families with children were not receiving necessary medical attention likevaccinations and/or regular well-child exams.

When Fahlgren and CHS worked together to add this new program to the CHS brand we utilized the four areas of criteria to evaluate the program and determine the best course of action. Our main goal was to achieve strong credibility for the CHS brand and make children and parents comfortable when seeking medical attention.

To help children feel more relaxed in the medical setting, Fahlgren helped bring to life three animated characters of the Early Health program. Dr. Leon, who helped kids feel brave when they were at the doctor’s office. Paka, Dr. Leon’s assistant, who was a child’s instant companion and Jay, Dr. Leon’s messenger bird. The characters were customized on all medical materials provided to the parents and children.

Fahlgren also created a stuffed animal, Paka, who was given to every child who entered the Early Health program.

Early Health became a successful program for CHS and children in the community were now receiving the necessary medical attention.

[Photo Credit:  photo credit: Keyser_ Soze]