It doesn’t matter if your brand is an upstart challenger trying to introduce something novel to shoppers or an established category leader extending your brand footprint with new offerings. Retail shelf space is at a premium like never before. Everybody’s got to earn it.
Technology. Omnichannel. Consolidation. Competition. Millennials. Every day, it seems, there are new variables that play into your brands’ failures or successes.
Branding and product packaging have to work harder than ever to:
1. make merchant buyers and distributors your best advocates
2. make space by replacing slow-moving competitors
3. make it from the shelf to the shopping cart
The easier your product packaging is to shop, the easier your product is to purchase.
Fuel your brand’s success.
When LonoLife™ went looking for help with their branding and packaging, the upstart K-cup broth company was a proven product concept with a lot of questions.
“Our agency created something out of nothing,” says Brian Hoppe, National Sales Director at LonoLife. “They delved deeply into consumer mindsets and market dynamics, then developed branding and packaging that honestly and effectively articulated our company’s point-of-view. That fresh authenticity really hit home with buyers and shoppers alike.”
The strategic platform placed the brand right in-between mass soup makers and hip New York broth kitchens. The aspirational packaging transformed LonoLife from a start-up in a new category to a one-of-a-kind success story. The Specialty Food Association even named LonoLife broths a Top 5 Food Trend at 2016’s Winter Fancy Food Show in San Francisco.
The truth is a trend that transcends categories.
“As we’ve increased our distributor and retail channels, we’ve heard we have the perfect trifecta for success: quality, relevance and presentation,” Hoppe adds. “The right branding can truly catapult you into an overnight success.”
Engage relevant emotions.
All dogs deserve clean water, fresh air and real food. This is the philosophy that inspired Phil Brasie to create Born Free® dog foods.
The majority of the packaging in the evolutionary/ancestral pet food category depicts wolves as hunters in the wild. But not all pet owners are comfortable imagining their family pet as a fierce predator. Especially not “dog moms.”
Born Free’s founding philosophy inspired a branding and packaging update that engages retailer and consumer emotions by embodying what it means to be one with the universe. Everyone wants to celebrate their dog’s independent spirit.
Breaking out of expected category thinking enables retailers to offer an alternative on shelf that appeals to new audiences as well as existing consumers that are curious to buy something new.
“Our retail footprint expanded even before we printed our new packaging,” says Brasie. “All I had to do was show distributors photos of the new designs on my phone.”
Staying fresh while keeping equities.
After a very successful, major update of Mom’s Best® Cereals six years ago, Post® Consumer Brands decided to refresh the brand once more, leveraging the brand equities and building on the unusual approach of Americana inspired illustrations.
This latest brand refresh, hitting shelves now, includes updated illustrations and on-trend social media-worthy life hacks that keep moms engaged front and back. Staying relevant to millennial interests and buying patterns was an essential driver of the redesign.
“It’s one thing to say your product stands out on shelf,” explains Jennifer Sall, Creative Director at Post Consumer Brands. “Mom’s Best Cereals continues to win at the shelf, without huge promotions or national ad campaigns. Our packaging concept creates an in-store, on-shelf billboard you can’t help but notice in the cereal aisle. Additionally it engages moms at home and drives them to our social media efforts.”
Gain shelf space.
When it comes to competing in today’s CPG marketplace, engagement and relevance matter as much as any feature or benefit you call out on your product packaging.
Whether your brand is new or established, a Shelf Kicker packaging concept will bring your brand to life. It will engage retailers and consumers tired of everything they’ve already seen in your category.
Bottom line: It will be good for business.