In a rapidly changing marketplace, notable figures such as Bad Bunny, Selena Gomez, and Walton Goggins have found themselves at the forefront of a strategic initiative to re-engage American consumers with snacks. It’s not merely about an appearance at a glamorous event; rather, these collaborations are an effort by major food companies to leverage celebrity influence to rekindle interest in snacking. Iconic brands like Mondelēz International, PepsiCo, General Mills, J.M. Smucker, and Campbell’s Company have recently reported stagnant sales in North America, highlighting a consumer shift toward more affordable store brands or abstaining from snack purchases altogether.
Jenny Zegler, the director at Mintel Food and Drink, emphasizes that consumer financial constraints are influencing snack purchasing behaviors. As budgets tighten, people often view familiar snack brands—once a source of delight—as expendable items on their shopping lists. In these times of uncertainty, snacking is increasingly regarded as a luxury rather than a necessity. This observation serves as the backdrop against which companies are ramping up celebrity partnerships to entice consumers back to the snack aisles.
In the salty and sweet realm of snacking, executives at Mondelēz, creators of well-known products like Ritz, Oreos, and Wheat Thins, acknowledged in late July that market anxieties and a focus on essential goods negatively impacted sales in North America. The company recorded a 3.5% revenue decline, a troubling sign for its extensive portfolio. Although Ritz remains a shining star, generating $1.5 billion in sales in the previous year, even it faces a challenging marketplace where demand has notably slowed. Responding to the needs of modern consumers, Mondelēz is looking to revitalize the iconic cracker brand with innovative flavors aimed particularly at Generation Z tastes.
By introducing engaging flavors such as a spicy hot honey option influenced by trends, and forming a partnership with the globally recognized artist Bad Bunny, Mondelēz hopes to breathe new life into Ritz. This collaboration reflects a strategic outreach to the burgeoning Latino market. Bad Bunny not only starred in Ritz’s inaugural Super Bowl advertisement but also has extended his partnership with the brand by sponsoring his sold-out concert residency in Puerto Rico. “He’s a true cultural icon for multicultural and Hispanic audiences,” shares Steven Saenen, the category president for savory snacks at Mondelēz.
On a similar note, at Mondelēz, the Oreo brand has teamed up with Selena Gomez to launch a cookie inspired by her fondness for horchata, a traditional Mexican beverage. This strategy mimics successful celebrity collaborations in previous years, including popular partnerships with Lady Gaga and Post Malone. These celebrity-driven product releases appear to attract new customers and enhance brand visibility, particularly among younger generations.
Michelle Deignan, the vice president of Oreo US, conveyed that as consumers tighten their budgets, celebrity partnerships have gained importance. “Bringing credible partnerships, like Selena, makes it worthwhile for consumers to spend on snacks they love,” she explains. Significant efforts have led to Gomez’s cookie emerging as one of Oreo’s top three launches, indicative of the strategic value of celebrity collaborations.
As the landscape for snack consumers evolves, featuring limited-edition products or creative marketing approaches can amplify brand relevance amidst tighter purchasing habits. Mintel’s Zegler notes that relationships with famous figures add a compelling dimension to consumers’ belief in pricier offerings, creating a nexus that bridges familiar and beloved brands with newcomers.
Flipping the focus to spicy ventures, Doritos has recently introduced a new flavor variant, “Golden Sriracha,” with high hopes of replicating earlier successes like “Cool Ranch”. The brand enlisted Walton Goggins for eye-catching advertising. Known for his role in “The White Lotus,” Goggins stars in a comedic advertisement that plays on 1970s tropes while subverting expectations; he humorously culminates the “spicy” setup with completely pragmatic plumbing dialogue.
In light of a 1% decline in volumes for PepsiCo’s North American food division, the need for eye-catching campaigns is increasingly vital. Zegler suggests that strategic celebrity collaborations are unlikely to wane soon due to food companies’ advantage of extensive advertising budgets over lower-cost private labels. As consumers reassess their snack purchasing habits, these creative partnerships may help maintain brand presence in their shopping considerations, keeping beloved snacks alive in a challenging economic climate.
