Marketing textbook, chapter 5

Knoppers, the milk and hazelnut slice from Storck, is a typical example of the realisation of the mass market strategy due to its „universally themed“ claim. The slogan „Knoppers - das Frühstückchen“ (Knoppers - the little breakfast) communicates its use for everyone in advertising.

Among other things, it shows how construction workers, schoolchildren and office workers eat Knoppers during their break „half past nine in the morning in Germany“. Since the launch of the Knoppers nut bar in 2017, „half past three in the afternoon in Germany“ is also Knoppers time. By depicting various consumer groups and usage situations, the company is trying to make it clear that Knoppers is basically suitable for every consumer and every occasion.

The chocolate bar manufacturer Mars operates in a similar way. Its milk bar „Milky Way“ is offered as a snack for many different occasions (e.g. breaks, sport, leisure). Whether as a normal bar, Minis or Crispy Rolls, Milky Way can be consumed anytime and anywhere. Last but not least, the different pack sizes cover a wide range of usage contexts. The slogan „Milky Way brings lightness to life“ is intended to emphasise the light filling and at the same time reinforce its suitability as a „light“ snack for in-between meals.

Sources:

• https://www.daskochrezept.de/magazin/knoppers-hat-ein-neues-halb-zehn-deutschland-das-steckt-dahinter (as at 27 June 2022). 
• https://www.youtube.com/watch?v=eoEAUTQYdYw (as at 27 June 2022).