NETFLIX's MunchNites

BRIEF

Choose an existing brand with an existing product or a new product launch. Develop a three-part print campaign introducing/promoting the product, and develop content for different media, such as

OOH: Finalized ad copy

INTRODUCTION

Netflix is a leading global streaming entertainment provider with a vast library of movies and TV shows. As part of its commitment to enhancing the user experience, Netflix aims to introduce a line of snacks that complement the binge-watching culture and provide viewers with delicious and healthy options while watching their favorite content.

OPPORTUNITY

Enhancing User Experience: By offering snacks specifically designed for consumption while watching movies or TV shows, Netflix can enhance the overall viewing experience for its subscribers. This initiative aligns with Netflix's goal of providing value-added services and fostering deeper engagement with its platform.

Revenue Diversification: Introducing a branded snack line allows Netflix to diversify its revenue streams beyond subscription fees. By tapping into the lucrative snack market, Netflix can generate additional income while leveraging its existing customer base and brand recognition.

Expanding Brand Presence: The launch of Netflix-branded snacks extends the company's brand presence beyond the digital realm into physical products. This expansion into the food and beverage industry can attract new customers who may not have considered Netflix merchandise before.

PACKAGING

Campaign Name:
Netflix's MunchNites - Redefine Your Chill

Target Audience: Gen-Z

Campaign Insight: Gen-Z uses the term "Netflix & Chill" but the meaning has evolved beyond just watching Netflix and potentially hooking up. It now encompasses a broader range of activities enjoyed with friends, family, or significant others while streaming on Netflix.

Campaign Idea:

This campaign redefines "Netflix & Chill" for Gen-Z by introducing "Netflix MunchNites." MunchNites emphasizes the importance of snacks and creates a specific occasion around watching Netflix with friends and family.

Campaign Tone:

Fun, relatable, and humorous
Uses Gen-Z slang and references
Celebratory and inclusive

Visual Intensive Print Ad

Concept:

This print ad uses a relatable visual of a lottery slot machine to represent the search for the ideal movie night experience. It emphasizes how Netflix MunchNites removes the element of chance by providing the perfect match: Netflix and delicious snacks.

Overall Tone:

Playful and engaging
It uses a relatable Gen-Z reference (slot machine)
Emphasizes the convenience and guaranteed satisfaction of Netflix MunchNites

Copy Intensive Print Ad

Insight:

Gen-Z spends a significant amount of time browsing Netflix, scrolling through endless options before settling on a movie or show.

Concept:

This campaign leverages the familiar Netflix interface to promote the ‘MunchNites’ snacks. Instead of showcasing movies or shows, the thumbnails will feature mouthwatering snack options categorized by genre (think "Sweet Endings," "Spicy Thrills").

Copy & Visual Intensive Print Ad

Concept:

This print ad uses a split image to showcase the product (Netflix MunchNites) and its benefit (elevating the Netflix & Chill experience).

Visuals:

Right Side: A close-up shot of the Netflix ‘MunchNites’ packaging. The design should be eye-catching and use vibrant colors that appeal to Gen-Z. With a stream of delicious popcorn visually pouring out of the open Netflix ‘MunchNites’ package
Left Side: It talks about the benefits of consuming these healthy snacks.

Reasoning:

The split image allows for a clear presentation of the product and its benefit.
The overflowing popcorn visually emphasizes the concept of a more exciting viewing experience.