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Rebranding Jell-O

Explore my business proposal to enhance Jell-O's brand image.

Jell-O's Brand Identity

Positioning Statement

To target “on-the-go” young parents in search of category desserts, only brand Jell-O gives you the benefit of a quick, low-priced sweet treat that will satisfy your kids cravings.

Perceived Quality

1. People perceive Jell-O as unhealthy.

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  • They view the dessert as lacking nutrition, full of sugars, and artificial flavoring/colors.

  • Although Jell-O attempted to fit the mold of a "better-for-you" snack in 1985 and the early 2000s, they failed because they extracted the fat and sugars and added too many preservatives.

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2. People view Jell-O as cheap because​

  • During the Great Depression, Jell-O was accessible and easy to store other foods within (which altered its previous reputation)​.

  • After food rationing was no longer needed, consumer preferences deterred from that “cheapness.” 

  • After its individual cup packaging, Jell-O was perceived as a children's food, jail food, and hospital food (further solidifying the "cheapness").

New Positioning

Personality

To rebrand Jell-O as cool rather than cheap, they should target middle class Gen-Z and Millennials.​

  • People still view Jell-O as unhealthy even with sugar free options because consumer preferences have shifted from wanting to diet to wanting nutritionally dense foods.

Jell-O should also target "Zillenials" because of the current economic state of the country.

  • According to Yahoo! News, America is in a bear market, where downturn and unemployment are hitting a high because of the Federal Reserve’s path forward on tightening monetary conditions, geopolitical risk from Russia’s invasion of Ukraine, and fear of a global recession.

    • People will be tight on their discretionary income spending.

    • “The unemployment rate for people ages 25 to 34 in 2020 in the United States was lower than 10% (Influencer Marketing Hub).”

      • Millennials will be more lenient with their spending habits than other generations.

    • ​According to Afterpay’s 2021 Next Gen Index, Gen-Z accounts for 5% of U.S. spending but in less than ten years they will account for 10%.

    • If Jell-O wants to hold onto their Gen-Z loyalty they need to start now.

New Positioning Statement

To target “on-the-go” Zillenials in search of category, dessert snacks, only brand Jell-O gives you the benefit of a quick, low-priced sweet treat that will satisfy cravings in a unique way.

Big Ideas

I.Creative Platform

  • They should revamp the Norman Rockwell aesthetic with a modernized twist.

    • Norman Rockwell helped accelerate the growth of Jell-O and bringing back the old-timey aesthetic to the brand will

      • Make each ad recognizable and specific to the brand.

      • Help create a revamped vibe for the brand.

      • Millenials and Gen-Z are always on top of trends and will enjoy a modernized take to an old trend.

Jell-O Advertisement
Milk Carton

II. The delivery of the product will not be in its usual cardboard holdings. It will instead be in a cardboard inspired milk carton holding apparatus to emulate a vintage feel without being too overpriced.

  • Having a handlebar on the packaging will make it even easier to pick up quickly when shopping and really emphasize that it is a “quick snack.”

  • A handlebar is often linked to beer, alcohol, and adult beverages. As club culture declines, it can reposition Jell-O as a playful, nostalgic alternative—offering Zillennials a fun, lighthearted way to enjoy social moments without the typical bar scene.

III. Other distinct packaging that they should dive into is premade Jell-O packaged in fruit peels.

  • Not only is this an extremely sustainable option, it gives consumers the impression that Jell-O is made with real fruits.

    • Without drastically altering the original formula, Jell-O could add supplemental vitamins into the snack to add nutritional value and further earn a greater position in the current marketplace

      • On the packaging they will add collagen (because most gelatin already has collagen in it), Vitamin C, and other minerals

        • Jell-O should also come out with a vegan line, using agar agar instead of their gelatin mixture to still hold onto the jiggly texture but make the product more accessible to other communities like Jewish and Muslim people.

Tequila Sunrise Jell-O Shot

IV. More unique packaging that could push Jell-O to stand out is flip cup lids.

  • Many yogurts like Noosa Mates, Yo Crunch, and Chobani offer a yogurt flavor in one part of the cup and in the lid, they offer a crunchy or savory compliment to help enhance the yogurt flavor.

    • Jell-O should partner with other companies like Truwhip (a healthy whip cream alternative). In some Jell-O cups their should be a flip cup top where you can pour whip cream into the Jell-O for an amplified gelatin treat.

    • Other flip cup tops could include maraschino cherries.

    • A fun flip-top adds a touch of nostalgia for Zillennials, bringing back memories of childhood flip-cup snacks—now with a more refined twist.

VI. Creative platform idea

  • Jell-O should update its packaging to be sleek and more aligned with Zillennial preferences.

    • Inspired by Yoplait Oui’s use of glass cups to replace plastic, Jell-O can package its pre-made cups in stylish, detailed glass containers. Since the target audience values reusable and sustainable packaging, this shift would appeal to a more affluent consumer base willing to pay a slightly higher price.

  • Each cup will feature a fun, vintage-inspired tin lid (similar to a pickle jar) to enhance its nostalgic appeal. Additionally, select packaging will include an attached spoon for convenience, making it easy for busy Zillennials to grab from the fridge after work or enjoy as a quick lunch snack. All components will be easily recyclable.

VII. Jell-O should dive into an international inspired snack menu

    • Jell-O should expand its flavor offerings to include globally inspired options, elevating its appeal beyond its current reputation as a nostalgic, child-focused treat.

    • With a limited flavor palette, Jell-O has been perceived as both outdated and juvenile. While children tend to prefer familiar tastes, introducing bold and exciting flavors can attract Zillennials and shift the brand’s primary audience.

      • New flavors will include lychee, dragon fruit, pandan coconut, and Tajín/chamoy mango—offering a modern, adventurous twist that aligns with evolving consumer palates.

VIII. Other Jell-O treats could be Jell-O bubble tea

  • Jell-O can innovate by introducing Jell-O-based bubble tea, tapping into the booming boba market while expanding its cultural appeal.

  • By creating herbal jelly to sit at the bottom of pre-made drinks, Jell-O offers a convenient, on-the-go alternative to traditional bubble tea, making it easier for consumers to enjoy without visiting a café.

  • Strategic partnerships with major bubble tea brands like Kung Fu Tea or ViVi’s could allow Jell-O to develop bulk-ready, ready-to-drink options for fans who lack easy access to boba shops.

  • With the bubble tea market experiencing continuous growth (Fortune Business Insights), this expansion presents a lucrative opportunity for Jell-O to modernize its brand and attract a wider audience.

Non-Traditional Methods

A. Beyond TV: A Modern Marketing Approach for Jell-O

  • Avoiding Comedian Endorsements

    • Jell-O should steer clear of hiring a comedian as a brand spokesperson. The risk of future controversy or misalignment with evolving social and political values makes this an unnecessary gamble.​

  • Loyalty & Incentive Program

    • Jell-O can introduce a unique rewards program where consumers collect tin lids from premade cups. By saving 10 lids with eligible codes, customers can redeem them for a cash rebate, incentivizing repeat purchases and increasing brand loyalty.​

  • Cause-Driven Marketing

    • With Zillennials prioritizing brands that align with their values, Jell-O should launch a cause-related marketing campaign to strengthen its community impact. By supporting sustainability, food accessibility, or wellness initiatives, Jell-O can position itself as more than just a dessert—it becomes a brand with purpose, helping it stand out in the competitive snack market.​

a.Expanding Jell-O’s Cultural & Community Impact

  • Partnering with Immigration Equality

    • Jell-O can collaborate with Immigration Equality to strengthen its role as a socially conscious brand. By celebrating diversity and inclusion, Jell-O can align itself with the idea of bringing people together—just like its fun, colorful treats. This partnership would reinforce Jell-O’s identity as a brand that embraces different cultures and fosters community.​

  • Jell-O Alcohol-Infused Snack Contest​​​ 

    • To make its newer flavors more exciting, Jell-O should host a contest featuring an innovative party snack challenge. Participants can create unique recipes using Jell-O’s lychee flavor and alcohols from their own cultures—think lychee Jell-O with sake or soju.

    • The winning creation will be featured on Jell-O’s Instagram and website, with the winner receiving an exclusive Jell-O merch package. This initiative not only makes Jell-O feel more culturally relevant but also positions it as a fun, modern, and community-driven brand.

Digital Plan

I.Jell-O will completely revamp their Instagram, Twitter, and website (they will also begin posting regularly and communicating with their target regularly)

  • They often post outdated memes and have not stirred up the digital scene at all. They don’t generate heat and do not get retweets or reposts

    • This makes their brand seem uncool

      • Jell-O should hire Zillenials to run their digital spaces

  • They should focus on Tik Tok as a rising platform

    • They should interact with their followers more and use trending sounds in the backgrounds of their videos to make their brand more relatable

  • Instead of focusing on just sharing their product AS a product, they need to expand on their image as an organization and "person"

They should also create a better website and buy their own domain name

  • https://www.myfoodandfamily.com/brands/kraft-jello is their current domain name and is not immediately recognizable. Jell-O should buy their own domain name, making it easier for consumers to locate their website better.

  • They should hire a UX/UI team to transform their appearance on their website 

    • They have a very monotone gray and white theme on their website which doesn't reflect the brand values

    • Brands they could draw inspriation from are

    • As for content, they should move into how they affect communities and less content about similar recipes

They should make their own app.

  • They currently do not have their own app and having an app opens portals for

    • Stronger brand loyalty and connections with the consumer

      • The app should include most of what the website offers but exclusive deals when you enable push notifications and unique but secret recipes that you can unlock only when you enter your email

      • The app could include ways to help their community contribute to Immigration Equality

    • Through their app one could receive exclusive deals when ordering through companies like Gorillas Grocery, Beelivery, and Getir. 

      • Referring friends to this deal will give you a free $5 to spend on Jell-O for both you and your friend.

        • This helps spread the word about Jell-O and their resurgence in the marketplace

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