1. Panda Licorice & Social
Media - a working
discussion
Rick Guttridge
Mashable Social Media Day 30 June 2010

2. setting the scene
Healthy snack made in Finland since 1927 - clear ‘no nasties’ message
Licorice has medicinal qualities - digestion, menstruation, stress etc
Very popular in North America, niche and loyal following in the UK
Celebrity fans include Heston Blumenthal, Madonna, Brad Pitt & Tom Hanks
Sold in health stores eg Holland & Barrett, independent stores and in some major
mults - Sainsbury’s, Boots etc
Strong branding

3. target audiences
Core:
Secondary:
ABC1 Women 45+
Teenage girls, 11+
Lifestyle choices: families, career,
Lifestyle choices: music, mobile phones,
holidays, eating out, home,
socialising, cinema, social media, fashion
health
Key insight: balancing busy lives
Key insight: online is the key communication
is
medium in a non patronising manner
becoming increasingly difficult
causing stress

4. other marketing in the
mix
Magazine advertising - FMCG consumer
mostly health, focused website -
supermarket and www.landoflicorice.co
women’s titles plus .uk aimed at younger
some teen titles market
Leafleting at shows PR
Sampling

5. PR objectives
drive product trial
help ‘launch’ Cherry flavour
raise awareness of product health benefits
continue the ‘Love Licorice Day’ that Panda
owns
build a presence on social media

6. next steps - social
media specific
platform ID - audience characteristics
v objectives
listening to target groups - insights,
topics, themes
compiling list of key influencers -
searching for best bloggers
creating content - spikes of activity

7. campaign overview
social media monitoring
www.landoflicorice.co.uk
Panel of experts to
offer wellbeing advice
in their specific area
+ interview opps
around them
+ comp opps to win
their services
+ links to their sites
www.10minutetips.co.uk

8. what did we do?
blogger outreach - mummy, foodie goodie bags for Good
Housekeeping events
rewarded brand advocacy - freebies
Calendar hooks - easter, veggie
week, Love Licorice Day, Britain’s
Red Panda adoptions / Chester
Next Top Model
Zoo
Competitions:
Video - vox pops / playing
iPod comp - picture led
highly targeted sampling/ placement
National media holiday
Rosemary Conley trip
Twitter ‘I love licorice’ call
Dos Hermanos
to action - 150 samples
Britain’s next top model
built database - newsletter
food swaps - & surveys
Hendersons
News stories

11. some of the results &
learnings so far
Daddy bloggers less interested in health snacks than mummy
bloggers
400% increase in followers on Twitter in one day by giveaways
Greater number of followers than the US account
need to clearly differentiate UK and US social media accounts
consumers expect realtime responses to questions
cute panda pictures and video works!

12. over to you!
OK, with a limited budget what would you
like to add or do differently to reach the
objectives?
Thank you...