How Thomas’ refreshed their brand to attract younger audiences

Room 1 | 9:00 am - 9:30 am | Thursday, July 20, 2023

Learn how Thomas’ English Muffins used data-science platform Swayable to test messaging on younger consumers and isolate the messaging that would drive a 7%+ lift in sales as verified independently by Bain & Company.

Thomas’ is a brand well-known for their English muffins and bagels. But to keep growing, they needed to build awareness and consideration among younger Millennials and Gen Z. In this talk, Thomas’ Senior Brand Manager Mike Jensen and Swayable Founder James Slezak will cover how Thomas’ used Swayable’s persuasion tools to test three types of messaging among different age groups and isolate the messaging that would drive consideration among Millennial audiences. Consulting firm Bain & Company ran an independent study after the messaging which confirmed a 7%+ sales lift in markets which adopted the new messaging.

Key takeaways:

1. Question: Should my brand use Millennial or Gen Z slang to attract younger audiences? Find out in our study.
2. Myth: it’s not easy to measure upper funnel metrics like brand lift. Learn how Thomas’ is measuring brand lift easily.
3. Myth: Testing is the enemy of good creative. Learn how RCT tests inspire and back up outstanding creative ideas.

Case Study Consumers Joint Presentation