TOOTSIE ROLL

 

Sales of Tootsie Roll are declining, we used qualitative and quantitative research to understand why.

 


 

TOOTSIE ROLL HAS BEEN RELYING ON THE "HALO EFFECT" FROM TOOTSIE POP

 


 

WHAT DO CONSUMERS THINK?

 


INSIGHT

 


OPPORTUNITY:  

STRENGTHEN THE FLAGSHIP PRODUCT IN ORDER TO BREAK THE HALO EFFECT RELIANCE


 

SOLUTION:

TARGET SOCIABLE GIVERS WITH A NEW MAIN MESSAGE