In The Aisles

The Seven Secrets Of Flying Off the Shelf

Tessa StuartPacked Branding

www.packedbranding.co.uk

Building A Product into a Brand

What’s that?

OK, I’ll try it – it’s a bit unfamiliar though

Mmmmm or Meh – I might try again

I am choosing to buy it (and my family/OH like it)

I buy it regularly without thinking

Automatic sale – I don’t think, I just reach out

Building A Brand

To become a habit, brands rely on:• the creation of memory structures • the connection of neurons • the number of (strong) associations a

customer has about a brand• The connection of those associations with

usage (eg Heinz ketchup with sausages, Coca-Cola with happiness)

No Quick Fixes

• Even in our instant age

• …. building brand memories takes the same amount of time as it always did

• But now there are many more distractions

Shoppers have less time and attention

• Help The customer

UnderstandWhat

Your

Product

Is

Point of decision

Classic packaging mistakes1. Evil Fonts

 

People do NOT hang around in the chilled aisles puzzling out your arty fonts

Classic packaging mistakes: No 2

•WRITING YOUR BRAND NAME SO LARGE ON PACK

That consumers have no idea what the product is

Classic Packaging Mistakes No 3

• Here’s a colour that only works with some foods…..

4. Great Taste Gets You Bought!

5. Keep It Simple

Pictures of fruit – images are easier to process than words are

Showing the juice off

Innocent name and brand promise “Never ever from concentrate”

6. Show It Off

For passion fruit fans, the visible seeds act as a “visual magnet”

7. Explain It “We originally launched Plain Jane for customers who just loved the base of our yoghurt.”

Customer Feedback….“Customer emails were telling us the blue packaging and "Plain" name perhaps indicated a non-sweetened yoghurt…”

Sweet Jane

“We chose pink, a warmer colour”

“We tweaked the name to Sweet Jane”

“We put a clear message on pack about the touch of honey in the yoghurt”

Collective Dairy’s result…..

• “Not only are consumers really clear what’s on the pack…..

• Sweet Jane sales have increased by

50%!”

8. Size matters

• Let Customers

BuyYou

In Different

Sizes For different eating occasions and different spends

Scandi: Peter’s Yard Crispbreads

CanapeEntry size

Everyday

Storage tin and constant “Re-fill me reminder opportunity”!

“Foodie gift”

Big Storage tinAlso great shelf presence in independents

Let your sides do the talking

9. Sample, sample, sample

10. Create a ritual…

• ….. Ritual

G’Nosh Dips – for sharing and entertaining