We had the good fortune of connecting with Cynthia Thayer and we’ve shared our conversation below.
Hi Cynthia, what is the most important factor behind your success?
The most important factor behind the success of Yowie (https://yowieworld.com) as a brand is our ability to provide parents and caregivers with a guilt-free way to treat the kids in their life while supporting wildlife conservation awareness.
If you are going to treat children with a candy or chocolate, Yowie is the smartest way to do that. Our surprise-inside chocolate eggs are made with sustainably sourced 100% milk chocolate, and nothing artificial. Our chocolate is free from GMO’s, gluten, nuts and artificial colors or flavors. In addition to enjoying chocolate that tastes better because it is made with quality ingredients, the surprise found inside is a realistic looking endangered animal to play with and learn about. A treat that’s delicious, fun AND educational is a hard trio to beat! We are trying hard to build awareness of our brand because we know that when people find out about Yowie and those 3 benefits in one, they become fans.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I came to Yowie Group in 2018 and currently hold the position of Global Chief Marketing Officer for the brand. As a brand, Yowie was originally born in the mid 90’s in Australia with the mission of educating children about endangered wildlife and the natural world around us. With that mission as our north star, we developed a product, the Yowie Surprise-Inside Chocolate, that delivers the sweetest of ways for the Yowie characters to spread a wildlife conservation message. Now, the Yowie are here in the U.S. to teach children of all ages about the wonders of our natural heritage and remind us of its value. The mission of the brand is something that is a passion point for me and is something I am very proud to represent as the Global CMO.
As the CMO of Yowie Group, I head up all marketing and product development efforts for the brand. This includes ad campaigns, SEM, social media, public relations, and the development of our collectible animal series among other marketing responsibilities. What sets Yowie apart from other confectionery companies is the fact that we were founded with a purpose of providing more than just a sweet treat for kids with a surprise inside. Education is at the root of everything we do and being able to help parents and children become more educated about wildlife, on top of providing a sweet treat for all to enjoy, is something that makes me proud of my role at Yowie Group every day.
There are many struggles that our brand is faced with, as with any growing company in the United States. Most recently, we have been faced with the challenge of marketing our products amidst the global pandemic – something that was uncharted territory for companies across the board. Since Yowie is very popular amongst younger generations who were taken out of school, we knew that, product sales aside, we had to stay true to our mission of educating children in the middle of the chaos. In making this our main priority, we were able to quickly focus on the Yowie website and provide many fun and easy activities to occupy children at home, while simultaneously getting them excited to learn about endangered wildlife.
Leading the marketing directives of a global company is no easy feat, and my team at Yowie has helped immensely in making these efforts a success. We have an amazing team of marketing professionals with diverse specializations who are constantly coming up with creative ideas to drive awareness and get our fanbase excited about what’s to come.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Our shoutout is to everyone out there who believes in and supports the importance of wildlife conservation. Every day an estimated 150 species of animals are lost, becoming extinct. Each Yowie series (we launch 2 different themed series per year) features 18-20 endangered animals to collect and learn all about.