Butterfinger Expands Gaming Strategy to Reach Younger Audiences

Butterfinger is increasing its focus on gaming to boost brand awareness among millennials and Gen Z. The candy brand's "Game Better with Butterfinger" initiative aims for an "always-on presence" by significantly increasing media investment in gaming creators and streamers.

Increased Media Investment

Butterfinger is ramping up its paid media investment by nearly 60% compared to last year. This increased investment supports the brand's goal of maintaining high engagement levels throughout the year, beyond key promotional periods.

Key Collaborations

The initiative includes a partnership with Square Enix, the company behind the "Final Fantasy" franchise. This collaboration will feature in-game content, Twitch livestreams with Butterfinger team players, and a sweepstakes offering various prizes.

Shifts in Advertising Focus

Reflecting changing consumer habits, Butterfinger is shifting its advertising spend from linear television to streaming ads, social media, and gaming. From January to November last year, Butterfinger's media spend nearly doubled to $40 million. Online video ads accounted for 54% of this spend, with linear television at 40%, and the remaining 6% on other channels like display and paid social.

Engagement with Gaming Streamers

Butterfinger has historically partnered with popular gaming streamers on platforms like Twitch. Notable collaborations include streamers such as Mark Johnson (Gorillaphent) and Curiousjoi. In 2022, Butterfinger teamed up with "PUBG Mobile" to offer in-game items.

Long-term Relationships

Butterfinger aims to foster long-term relationships with gaming creators, ensuring the brand stays at the heart of gaming culture. This approach has been building momentum since 2020, following Ferrero's acquisition of Butterfinger from Nestlé. Since then, Butterfinger has revitalized its social presence and now reaches over 1.5 billion gamers worldwide.

Market Trends

Gaming remains a key avenue for brands to connect with younger audiences. Despite challenges in the esports sector, investments in gaming continue due to its persistent popularity among younger generations.

Authentic Engagement

To engage authentically with the gaming community, Butterfinger focuses on collaborations that integrate seamlessly into the gaming environment. By partnering with influencers and streamers, Butterfinger aims to introduce gamers to new game titles and brands in a way that feels natural and engaging.

By deepening its investment in gaming, Butterfinger seeks to enhance its brand visibility and connect meaningfully with a new generation of consumers.