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Rebranding Jell-O

Explore my business proposal to enhance Jell-O's brand image through researching
Jell-O's iconic background and recent downfall (2022). Find out more about how I believe Jell-O can survive in the modern market.

Jell-O'S Brand Identity

Positioning Statement

To target “on-the-go” young parents in search of category desserts, only brand Jell-O gives you the benefit of a quick, low-priced sweet treat that will satisfy your kids cravings.

Perceived Quality

1. People perceive Jell-O as unhealthy.

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  • They view the dessert as not nutritionally dense, full of sugars, and artificial flavoring/colors.

  • Although Jell-O attempted to fit the mold of a "better-for-you" snack in 1985 and the early 2000s, they failed because they extracted the fat and sugars and added a surplus of preservatives

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2. People view Jell-O as cheap because

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  • During the Great Depression, Jell-O was accessible and easy to store other foods within (which ruined the reputation)​

  • After food rationing was no longer needed, consumer preferences strayed away from that “cheapness” 

  • After its individual cup packaging, Jell-O was perceived as a children's food, jail food, and hospital food (further solidifying the cheapness)

New Positioning

Personality

To brand Jell-O as cool rather than mockable, they should rebrand to middle class Gen-Z and Millennials.​

  • People still view Jell-O as unhealthy even with sugar free options because consumer preferences have shifted from wanting to diet to wanting nutritiously based foods.

Jell-O should also target Zillenials because of the current economic state.

  • According to Yahoo! News, America is in a bear market, where downturn and unemployment are hitting a high because of the Federal Reserve’s path forward on tightening monetary conditions, geopolitical risk from Russia’s invasion of Ukraine, and fear of a global recession

    • People will be tight on their discretionary income spending

    • “The unemployment rate for people ages 25 to 34 in 2020 in the United States was lower than 10% (Influencer Marketing Hub).”

      • Millennials will be more lenient with their spending habits than other generations

    • ​According to Afterpay’s 2021 Next Gen Index, Gen-Z accounts for 5% of U.S. spending but in less than ten years they will account for 10%.

    • If Jell-O wants to hold onto their Gen-Z loyalty they need to start now

 

New Positioning Statement

To target “on-the-go” Zillenials in search of category, dessert snacks, only brand Jell-O gives you the benefit of a quick, low-priced sweet treat that will satisfy cravings in a unique way.

Big Ideas

I.Creative platform idea

  • They should revamp the Norman Rockwell aesthetic with a modernized twist.

    • Norman Rockwell helped accelerate the growth of Jell-O and bringing back the old-timey aesthetic to the brand will

      • Make each ad recognizable and specific to the brand

      • Help instill a "happy" attitude within the brand

      • Millenials and Gen-Z are always on top of trends and will enjoy a modernized take to an old trend

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II. The delivery of the product will not be in its usual cardboard holdings. It will instead be in a cardboard inspired milk holding apparatus to emulate a vintage feel without being overpriced, using the usual metal material

  • Having a handlebar on the packaging will make it even easier to pick up quickly when shopping and really emphasize it is a “quick snack”

  • Having a handlebar is often associated with beers, alcohol and adult foods. It should persuade Zillenials that Jell-O can be included in this category

III. Other distinct packaging that they should dive into is premade Jell-O packaged in fruit peels.

  • Not only is this more sustainable than their current packaging, it gives consumers the impression that Jell-O is made with real fruits.

    • Without drastically altering the original formula, Jell-O could add supplemental vitamins into the snack to add nutritional value and further earn a greater position in the current marketplace

      • On the packaging they will add collagen (because most gelatin already has collagen in it), Vitamin C, and other minerals

        • Jell-O should also come out with a vegan line, using agar agar instead of their gelatin mixture to still hold onto the jiggly texture but make the product more accessible to other cultures like the Jewish and Muslims community

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IV. More unique packaging that could push Jell-O to stand out is flip cup lids.

  • Many yogurts like Noosa Mates, Yo Crunch, and Chobani offer a yogurt flavor in one part of the cup and in another part, such as the lid, they offer a crunchy or savory compliment to help the yogurt flavor.

    • Jell-O should partner with other companies like Truwhip (a healthy whip cream alternative). In some Jell-O cups their should be a flip cup top where you can pour whip cream into the Jell-O for an amplified gelatin treat.

    • Other flip cup tops could include maraschino cherries

    • Including a fun flip top will help Zillenials feel nostalgic to eating flip cup foods in their youth but now, in a classier way

VI. Creative platform idea

  •  Jell-O should change packaging to be more sleek and fitting to the Zillennial consumer

    • Yoplait Oui yogurts use glass cups to package and reupholster plastic packaging

  • Jell-O should package their pre made Jell-O cups in detailed glass mini cups because

    • The target enjoys reusable and sustainable packaging

    • This will help to target to a wealthier group as the Jell-O will be priced slightly more than what it is now 

    • Each cup will come with a creative and fun tin lid (similar to a pickle jar) which will help it give a vintage feel

  • Other packaging will contain an attached spoon on the lid for on-the-go busy Zillennials to take out of the fridge after a long day of work or for their work lunch snack and will be easily recyclable

VII. Jell-O should dive into an international inspired snack menu

    • Because of the already limited flavor palette to chose from, Jell-O has earned their reputation as both childish and dated

    • Many kids are particular to tastes they can recognize so, adding in new and exciting flavors could push Zillenials to try Jell-O and drive children away from being the majority target

      • Flavors will include lychee, dragon fruit, pandan/coconut, and tajin/chamoy mango flavored Jell-O

VIII. Other Jell-O treats could be Jell-O bubble tea

  • Herbal Jelly could be made by Jell-O and placed at the bottom of premade drinks. This would serve as a quick and easy way to pick up boba instead of going to a boba shop.

    • They can further tap into a cultural market.

    • They can partner with big bubble tea brands like Kung Fu Tea or ViVi’s and make on the go drinks for people who want to purchase their favorite tea drink in bulk or don’t have bubble tea cafes near them

    • According to Fortune Business Insights, the bubble tea market is only growing greater

Non-traditional Methods

A. Beyond T.V. Jell-O should

  • NOT rehire a comedian. It is far too risky to use a comedian who could be deemed problematic in the future and unaligned with people's social and political views after an incident

  • Unique frequency program

    • On Jell-O premade cups each tin lid can be saved and 10 lids could be exchanged with eligible codes on the back for a cash rebate.

      • This will help the target want to earn points and spend more money on Jell-O

  • Cause-related marketing campaign

    • Zillenials have shifted the market by purchasing from businesses that align with their own morals 

      • Jell-O has a hard time competing in the dessert snack category because they have little to no community impact

a.Jell-O should partner with Immigration Equality to become more of an organization.

  • A theme of being “cool, unique and exciting” is sharing cultures and becoming a big community of people who are accepting and inviting.​

  • Jell-O alcohol infused snack contest

    • Jell-O should host a contest on one of their newer lines like their lychee flavor and have people make party snacks with them. The most unique snack will get featured on Jell-O’s Instagram and website.

      • This helps Jell-O be more of a cultural and unique brand. People can use alcohols from their own cultures like using lychee with sake or soju. The winner could get a merch package.

Digital Plan

I.Jell-O will completely revamp their Instagram, Twitter, and website (they will also begin posting regularly and communicating with their target regularly)

  • They often post outdated memes and have not stirred up the digital scene at all. They don’t generate heat and do not get retweets or reposts

    • This makes their brand seem uncool

      • Jell-O should hire Zillenials to run their digital spaces

  • They should focus on Tik Tok as a rising platform

    • They should interact with their followers more and use trending sounds in the backgrounds of their videos to make their brand more relatable

  • Instead of focusing on just sharing their product AS a product, they need to expand on their image as an organization and "person"

. They should also create a better website and buy their own domain name

  • https://www.myfoodandfamily.com/brands/kraft-jello is their current domain name and is not immediately recognizable. Jell-O should buy their own domain name, making it easier for consumers to locate their website better.

  • They should hire a UX/UI team to transform their appearance on their website 

    • They have a very monotone gray and white theme on their website which doesn't reflect the brand values

    • Brands they could draw inspriation from are

    • As for content, they should move into how they affect communities and less content about similar recipes

They should make their own app.

  • They currently do not have their own app and having an app opens portals for

    • Stronger brand loyalty and connections with the consumer

      • The app should include most of what the website offers but exclusive deals when you enable push notifications and unique but secret recipes that you can unlock only when you enter your email

      • The app could include ways to help their community contribute to Immigration Equality

    • Through their app one could receive exclusive deals when ordering through companies like Gorillas Grocery, Beelivery, and Getir. 

      • Referring friends to this deal will give you a free $5 to spend on Jell-O for both you and your friend.

        • This helps spread the word about Jell-O and their resurgence in the marketplace

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