Snack brand BloxSnacks has adopted a novel strategy centered on content creators to engage with the younger generation. BloxSnacks' offerings result from collaboration with prominent YouTubers, prominently featured on the brand's packaging. The company, renowned for its juice boxes and fruit snacks, has forged partnerships with three notable YouTubers: Unspeakable, Aphmau, and NinjaKidz.
The partnership is intended to captivate the attention of children aged four to 12, commonly referred to as Gen Alpha, by leveraging partnerships with YouTubers who have a younger viewership.
"If you go back 10, 20 or 30 years, taking a cartoon character and putting it on the front of packaging might have been enough [to get kids excited]," BloxSnacks CEO Jon Lesser said. "Gen Alpha is more proactive in how they engage with brands and content today. They’re going on YouTube, they’re searching for their favorite content and they have a higher expectation of what brands will deliver."
Creator-Endorsed Fruit Snacks
BloxSnacks is Using YouTuber Partnerships to Appeal to Gen Alpha
Trend Themes
1. Brand-youtuber Collaboration - Snack brand BloxSnacks has formed partnerships with prominent YouTubers, prominently featured on the brand's packaging, to engage with Gen Alpha.
2. Gen Alpha Engagement - BloxSnacks is leveraging YouTubers with a younger viewership to captivate children aged four to 12 and meet their higher expectations of brand engagement.
3. Content-driven Marketing - BloxSnacks is adopting a novel strategy centered on content creators to appeal to Gen Alpha, who are more proactive in how they engage with brands today.
Industry Implications
1. Food and Beverage - BloxSnacks' creator-endorsed fruit snacks have disrupted the traditional packaging approach in the food and beverage industry.
2. Marketing and Advertising - Brand-YouTuber collaborations, like the one BloxSnacks has forged, are changing the landscape of marketing and advertising by targeting Gen Alpha.
3. Children's Entertainment - BloxSnacks' partnership with prominent YouTubers is reshaping the children's entertainment industry by meeting the higher expectations of Gen Alpha for brand engagement.