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It is confirmed, friends – more people die from selfies than shark attacks. But let’s be realistic, that scary stat won’t make you think twice about flipping your camera for a quick, pouty duckface. Rules of thumb: avoid selfies behind the wheel, at extreme heights or with wild animals. Selfie eating, on the other hand, is good in our book. Which is why we are giving a nod of approval to Cinnamon Toast Crunch’s Selfie Spoon. A brilliant blend of consumers’ food porn fascination with the human ego obsession, the selfie spoon is a clever marketing move to target Millennials who are constantly facing the dilemma between a picture of a mouthwatering meal or their face.
In true narcissistic foodie fashion, Millennials have already emptied Cinnamon Toast Crunch’s Selfie Spoon inventory and are chomping at the bit for more. What can your food brands learn from Cinnamon Toast Crunch’s Selfie Spoon?
- Encouraging User Generated Content – Leveraging the selfie social media phenomenon allowed Cinnamon Toast Crunch to create an army of brand
ambassadors in a transparent, authentic way. Consumers today are “hungry” for transparency as they shy away from disclaimers, strategic logo placements and advertisements. Cinnamon Toast Crunch’s Selfie Spoon provided consumers with the golden opportunity to share a picture of themselves enjoying the product with their network of family & friends – quite possibly the most authentic and trusted endorsement. - Visibility of Product – As they say, “A picture is worth a thousand words.” Just one look at a bowl of cinnamon & sugar dusted squares of deliciousness, you instantly know it is Cinnamon Toast Crunch. As media outlets and social media platforms continue moving toward more visual-appealing content, the Selfie Spoon provides consumers with the vehicle (a.k.a. spoon) to display the product and brand front & center of the screen, no caption needed.
- Humanized Humor – Selfie Spoon, yes it’s silly. Cinnamon Toast Crunch knows it’s silly. The cereal brand walks the fine line of supporting the selfie and mocking it, relating to consumers on both ends of the spectrum. In the end, what do consumers walk away with? Cinnamon Toast Crunch gets me.
Let’s hear it, do you give a nod of approval for Cinnamon Toast Crunch’s Selfie Spoon? And more importantly, will you scoop & snap?