If back 20-30 years ago, snacks that were shipped from Malaysia or the southern coast The popular brand, Julie’s, is also one of the hearts of grown-ups who want a snack to go with their coffee. Or as a snack for children who want to fill their stomachs while studying that their parents choose to carry in their bags. Because it is seen as a heavy and useful snack. Peanut butter flavor crackers are one of consumers’ hearts.
If searching for stories about Julies On the internet, there is not much information about this brand. (except information about the manufacturer), but actually the Julie’s brand is marketed online. and always offline which people see the Julie’s girl logo would be able to figure out what the product is But the rebranding this time as announcing to the world that Julies is ready to fight for your favorite snack.
thumbsup was honored to interview Khun Sathat Mukdeeprom, Deputy Managing Director of New Wave Asia Co., Ltd. about the rebranding of Julie’s this time.
The beginnings of Julies in Thailand
Julie’s is a Malaysian confectionery brand since the 90s or 20-30 years ago. It is considered a popular souvenir from the south. And the peanut butter flavor is very popular. Previously, in 2009 – 2010, Julie’s encountered some problems and therefore refrained from shipping products to Thailand. And the company saw that Julie’s still had an opportunity to sell. In 2011, it contacted its parent company, Julie’s Manufacturing. To bring products back to the market in Thailand again.
After that, the product has always been accepted by consumers. Especially those who are parents will buy bags for children who have to go to school. And it is a filling snack that is more useful than other types of snacks.
Julie’s History
with a dessert from Malaysia The owner of the manufacturer is Chinese. But why the logo is a girl? With a girl character, it will result in people looking to feel cute and adorable, which those who see it have a chance to pick it up to buy and try it rather than choosing a boy character. And the use of the name “Julie” is because the name is easy to remember. Just like when we want to eat instant noodles. We tend to think of “mama” or to think of detergent as “fab” or something like that. So I came up with a simple name. It’s a language that is easy to pronounce. When I think of biscuits with peanut butter, I think of the name “Julie”.
which candy julie It is very popular among souvenir shopping at Penang Market. That is, no matter who comes to the southern region, they will buy a stick and bring it back to their friends or family members like that.
(cute cartoon clip About the power of sharing from generation to generation That should convey the forwarding of a bright new generation. continued until working and old age)
Why re-brand?
as mentioned above With snacks that have reached middle age, which is 35 years old, it has not changed the image of a straight-faced girl. In addition, manufacturers want to penetrate the younger generation. Has the power to reach retail stores supermarket or more retail stores So I think we need to adjust the brand to look younger. Julies had to have a new vision. Looking forward and more courageous
“Usually, we are always marketing to the new generation of children. including bringing snacks to join in various activities with high school students, university students or various camps because I want to give Julie It’s a snack that gives you energy. Useful and tangible, these children are brighter, more expressive and courageous. We want the image of Julie to represent these children.”
In addition, the packaging has been modified to make it easy to carry. environmentally friendly and more modern so that the children When I see our logo or products, I want to buy and eat. or carry it everywhere
“This new logo took two years to come up with, and it will not only represent a brand, it must represent the organization in terms of courage, cheerfulness, sharing and optimism. The paper used to wrap the packaging is also a carbon footprint reduction. It makes it easier to decompose, easy to unwrap and eat, helping shoppers feel like buying and eating when they have to go out.”
Products under the Julie’s brand are very diverse, such as biscuits, wafer rolls, waffles, crackers, which we have changed the packaging and the new logo. but retains the yellow and blue theme Because these two colors reinforce the story of the bright and brave of the new generation.
Competition in the snack business
Overview of the biscuit market now at 13,000-14,000 million baht, which has an average growth of 2-3% every year, which is not a lot. Because this group of products, consumers will choose to buy as the last. Because he will focus on buying necessary products first, and the children are not going to school, the more opportunities to buy snacks for the children are reduced, including the inability to organize marketing promotion activities in department stores. or school Being able to participate in various activities forced the company to look for new groups of customers.
“With a wide range of product prices ranging from 5 baht to 200 baht in different sizes of packaging. We maintain quality in this section. as well as looking for new flavors to meet the needs of customers with different preferences and also looking for more demand for healthy snacks among consumers Because people who have eaten Julie’s He had to grow up and look for new flavors. that help with more health care It is a new opportunity for us as well.”
Online marketing, another opportunity for Julie’s.
To reinforce the brand’s fun, Julie’s content is created through social media such as gaming, giveaways, or collaborates with influencers to bring products to reach all the time. Because they want to communicate in the story of the bright and fun girl Julie’s. To the new generation who is more popular online
“Although doing direct-to-consumer costs is higher, but more direct access Create better buying opportunities When it comes to this era, we have to admit that more and more people use online. People see more of us, but the chances of motivating them to buy our products are harder. Even though we’ve seen us online But enough to reach the store The opportunity to purchase the product is unpredictable.”
Although we are confident in the quality of the product But we must try to influence the mind of the buyer to think of us first. which online may not be able to create as many sales opportunities as the original channel But we will use a budget of more than 50 million baht, both in rebranding. Build awareness and events throughout the year. which we expect to have the opportunity to grow in online channels from 1% to 20% because we will allow customers to see us fully. both social media publicity on the train Points of sale in stores and supermarkets
“It may be difficult to collect information about whether a customer who has received a trial product will return to buy another product or not. But we are trying to reach more of them. At least people who have purchased our products online dare to buy other flavors. to taste more Or remember our products and choose to pick us up before other brands.”
Julie’s future
” We expect Julies to continue to be a snack brand for all generations.”
If you look at the overall economy at the end of this year To revive to be as active as in the past would take time. If consumers still have to work from home, children still have to study online. We wouldn’t expect them to walk towards us the same way. but have to try to walk more towards consumers more appealing to the market meet his needs more Because doing business in this era is not like in the past. That which produces something, people have to buy because it is limited.
There are many options in this era. There are many choices and opportunities. It’s the business people who have to walk towards the consumer. We have to convince old customers to use them to buy again and look for new groups to try our products. The more people don’t go anywhere We as a brand have to create more opportunities to become products that meet repeat purchase needs. Eat again and buy more for people around you.
We’ll also be bringing Julie’s into the modern trade. The distribution of our products to reach more consumers, more convenient, more opportunities to sell better. Consumers will at least see Julie’s in stores covering 70-80% nationwide, especially those in the provinces where the number of outlets is growing.
However, the rebranding of Julies in Thailand It is considered the third country after Malaysia and Singapore had previously announced rebranding. with the same vision, which is Move the brand to reach teenagers a bit. Get a little more digital In Malaysia, Malaysian celebrities are also used to show their ads online.
Julie’s fun and bright Will it create an opportunity for a new generation of consumers who want to be bright and fun? Must try.
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