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Bamba

Background Bamba is the best-selling snack and the strongest children’s brand name in Israel. It’s secret lies in the combination of good nutrition and the unique flavor that Israelis love so much. Bamba was first produced with a cheesy flavor in 1963, but in 1964 it was changed to the familiar peanut flavor we know so well today. The change was made after the Osem marketing team set up a focus group of children from Holon, where the production plant is located. As far as we know, this is the first time that a consumer group in Israel has “dictated” manufacturing-related aspects of a product. The Bamba Baby was first presented to the public in 1992, and since then has appeared in more than 10 media advertisments, and in 1993, starred on the newly launched giant Bamba Birthday Pak. The Bamba Baby is the outcome of a cooperative effort by Osem and Arieli Advertising. Target Audience Children aged 6–12, teenagers aged 13–18, Mothers of children aged 1–11. Marketing Activities The Bamba marketing mix is complex and unique, and includes: · Advertising campaigns to generate the product and brand image, e.g. television, radio, children’s magazines and parenting magazines, etc. · Sales promotion activities including promotional prizes and in-bag promotional gifts. · Image-reinforcing activities such as sponsorship of child-oriented events. · Promotional activities to reinforce Bamba’s nutritional value image such as advertising in health-related and parenting magazines, promotional campaign in cooperation with public health nurses, etc. The Bamba Baby The Bamba Baby was first presented to the public in 1992, and since then has become the product image. The Bamba Baby appears in all advertising and media activities, and appears on some of the Bamba packaging. The packages with the Bamba Baby are directed at the children. The cartoon image looks like a baby but talks in a manner that appeals to all ages. It represents the brand identity which is aimed at children but is also cute and eye-catching for adults. The Bamba Baby was warmly received and is much loved by young and old alike. According to Osem surveys, the Bamba Baby enjoys a level of popularity similar to that of Disney cartoon characters. From time to time Osem runs sales promotion campaigns, which offer a variety of gifts carrying the Bamba Baby logo. These campaigns are successful with both children and adults thanks to the Bamba Baby’s popularity. Product Values · Functional Values–a tasty, nutritious snack · Emotional Values–the snack has become an integral part of Israeli culture; two generations of Israelis have grown up on Bamba Send mail about this subject