Candy giant Butterfinger doubles down on gaming with streamers and creators to reach younger audiences
By Kimeko McCoy
Candy brand Butterfinger is making a bigger bet on gaming, increasing its media spend this year on gaming creators and streamers to boost brand awareness with younger shoppers.
“We were looking to figure out what is the best way to reach millennials and Gen Z,” said Neal Finkler, vp of marketing for Butterfinger and Baby Ruth at Ferrero Group. “Gaming is obviously huge.”
The candy brand’s initiative, dubbed “Game Better with Butterfinger,” targets millennial and Gen Z gamers. This year, the brand is working toward what Finkler called an “always-on presence,” increasing Butterfinger’s paid media investment for the program by almost 60% over last year to keep up volume and engagement all year round, as opposed to around key promotional moments, he said. (Finkler declined to outline specific ad spend and media investment details.)
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Source:: Digiday
