The campaign was persistent and lasted for the better part of two decades, and became a proto-meme of sorts: the late David Foster Wallace used "Choosy Moms" as a rock band name in his novel Infinite Jest. After her friends wave a bottle of jif under her nose, she (who has apparently lived most of her life as a homemaker without ever having contact with one of the two main brands of American peanut butter) admits that Jif does smell and taste more like "fresh roasted peanuts", and therefore decides to choose Jif. Each advertisement featured a devoted mother, generally idolized by her friends as a " supermom", who shockingly claims that all peanut butter brands taste alike. They might advertise to college students, who are making the choices they’ll live with for years to come."Choosy Moms Choose Jif" was a long-standing ad campaign for Jif peanut butter, one of the two leading peanut butter brands in the United States. They might advertise in cities with more college educated and affluent people. But given our findings, Jif’s best approach today might be more of a lifestyle appeal, with a message around bucking the mainstream choices, thinking independently, being a rebel. If Jif didn’t taste just like Skippy, but better, it couldn’t win conversion. But brand loyalty is strong, it shapes our tastes. They were certain that given a fair shake they’d win on flavor. In the 70’s Jif’s advertising was about taste testing. So yes - Jif and Skippy audiences are different: Jiffers are the people who rebelled against the mainstream choice at some point, or are their children. They are into food sites like Tasty, fashion brands like Unilad, and TV shows like “The Tonight Show With Jimmy Fallon.” Jif is also clearly stronger in the southeast and part of the midwest while Skippers predominate around the Great Lakes and northeast and show media affinities for sites like Taste of Country and My Bible, where they over-index considerably, leading us to assume a more down to earth traditional persona. Jiffies, on the other end, tend to be a tiny bit more sophisticated in their tastes. Are we looking at students on a budget or some form of arrested development in terms of broadening their horizons? A few more years of maturing and the interest clearly favors the female gender, so in family with kids we haven’t moved far from the Brady Bunch and Moms are the loyalists raising the next generation of believers. So a good third of Skippers are males, and here particularly the 18-24 year old group stands out for maleness. Women make up 65% of Skippers, compared with 73% of Jiffies. The relative numbers don’t matter, by the way - we aren’t looking at sales data but are much more interested to understand if and how Jif and Skippy people are truly different and how that manifests itself.įirst off, Moms aren’t the only ones buying peanut butter, especially not Skippy. To find out, we looked at 440k people who demonstrate an affinity for Skippy and 560k people attached to Jif to understand more about the consumer personas for each. Or, what made Mom make that choice to begin with? This is where market research departments at big brands use consumer personas to understand both their audiences and their competitors’. About everything.Īre Skippers and Jiffies different at their core? What separates these loyalists beyond theinertia of having been imprinted with whatever their mom bought when they grew up. Unless you’re that goober from 1978 who got his peanut butter and his jelly in the same jar. You may be a crunch person or a smooth person inside either brand, but your loyalty is clear. Like Coke and Pepsi, chances are you grew up in either a Skippy home or a Jif family, and the idea of changing has never occurred to you or your mom. Few products inspire loyalty like Peanut Butter.
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