In July of 2018, Nielsen reported that at the point-of-purchase, brands have less than 2 seconds to influence purchase decisions. This can be a daunting reality for many marketers when determining the ideal messaging strategy for their brand packaging. Oversaturate your package and risk being overlooked by time starved consumers. Conversely, a lack of messaging can leave consumers under informed and unengaged. The following are communication methods to help your brand pop off
When Edita Foods, a leading FMCG company in Egypt and the Middle East, needed to increase frequency of consumption among current users and induce trial of new users to its confectionary brand MiMiX, the brand team initiated a relaunch. With low brand awareness, the relaunch needed to promote MiMiX as a master brand with products for every consumer taste and texture preference. To convey the young and creative brand character across the entire portfolio, we refreshed the brand
Starmark, a world leader in award-winning dog training and behavior tools looked to leverage its expertise to launch a new interactive dog toy brand, exclusively for the FDM Channel. The new brand needed a positioning strategy, brand identity and eye-catching graphics to differentiate from the robust competitive set. An audit of the category revealed whitespace opportunity for a fun, happy toy brand, leading to the development of the positioning – Spark Joy in Your Dog. Our n
Names are a critical part of your marketing mix and can be the first experience consumers have with your brand. It is important to understand your brand, its story, target demographic and even your marketing budget to determine the type of name that drives the most value and profitability. As exemplified in our naming spectrum, a coined name is more ownable, but harder to communicate to consumers which may result in higher marketing spend to explain. Reversely, a generic name
With innovation driving growth in the probiotics category, the team at MegaFood looked to launch a unique line of shelf stable probiotics that offered convenient usage and maintained the brand’s commitment to purity, quality and safety. A blister card with carton was the determined structure for its ease of use, consumer convenience and branding at shelf. To aid consumer shop-ability and maintain a brand block, we leveraged the familiar yellow brand equity gradient across all
As a pioneer in holistic pet nutrition, Solid Gold remains dedicated to delivering innovative and wholesome products that help pets live life to the fullest. Ready to significantly expand its supplement line beyond powders and into chewables, the team at Solid Gold looked to redesign its current packaging to better meet consumer needs and improve shelf appeal both in-store and online. We analyzed the category, finding whitespace for a modern, holistic design approach that bet
Available in over 80 countries worldwide, Chef’s Choice made a name for itself as the leading brand in technologically advanced knife sharpeners and counter top appliances. With over 100 models that span multiple product categories, the brand eventually found itself with a disjointed architecture and outdated graphics. Needing to maintain its leadership position and drive new sales, the marketing team initiated a brand evaluation and refresh.
Finding that consumers were a
Named after the Adirondack Mountains in the Northeastern U.S., Adirondack pet food is a family operated and independent pet retail exclusive brand focused on creating tasty, highly digestible and nutrient-rich foods for dogs and cats. Finding its on-pack communication struggling to connect with consumers and increased competition in the market, the brand team looked to holistically refresh its portfolio.
To give purpose to the outdoorsy brand name, while still differenti
Slacker; also known as deadbeat, quitter or shirker. Due in part to the 1990 film Slacker by Richard Linklater, it has also been associated with Generation X: those born between the mid-1960s and the early 80s. Who is Gen X? Sandwiched between Millennials and Baby Boomers, Gen Xers are considered the forgotten generation. With a populace smaller than that of their predecessor, and having missed the digital age in their youth, this lost generation was mostly latchkey children
Sisters Joan Pacetti and Julia Schmid founded The Cookie Dough Café in 2012, based on a lifelong passion for baking and stealing bites of raw cookie dough. Following a feature on Shark Tank, the sisters were ready to expand the brand nationwide and establish The Cookie Dough Café as the category leader.
Stakeholder interviews unearthed the spirit of The Cookie Dough Café as minimalist, modern and targeted to 20-30-year-old women craving indulgent treats. To strengthen the b