Aug 25

Be close to your target!

Posted by Packaging Sense in Design | Uncategorized

The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:

One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the company guidelines which, in my opinion, are complicated and have the wrong hierarchy. Furthermore, the design is loaded with information on the front that belongs rather on the side or the back of the goblet.

Let us play the consumer, for a moment, who buys a caffè latte:

  1. What am I looking for? Well, a caffè latte macchiato… where do I find it? fastest on the Emmi pack.
  2. What brand will I choose? If I’m a fervent Nescafé consumer, I’ll take Nescafé. Now, coming to the brand name, Nescafé has chosen Shakissimo (written with rather small letters) which has little or no ‘taste’ while Emmi chose Caffè Latte which has taste! So here I am sure Emmi is a clear winner.
  3. Do I care about GDA for this type of product? I doubt! So let’s not print it in front, or not at all, as no legislation stipulates its mention at this moment in time. The light blue consumer promotion “win 1 iPhone 6…” is no doubt more interesting as a message in terms of positioning, even if I do not participate in the promotion. It signals that the brand is contemporary.
  4. What sells more today? Information such as “shake me” which is already in the product brand or communication as for instance “it’s the HMMM to your OHHH”, i.e. the language of young people? The reader knows the answer.
  5. Which gives you the strongest shelf impact? … a solid black sharp bull’s eye or a trial to communicate a coffee splash? The reader can certainly find it out!
  6. Is the back panel communication of interest? Yes, on the Emmi goblet, as the light blue colour catches the eye. As the Nescafé cup is a bit smaller, it may not be fair to compare, but why is the barcode smaller on the larger size? Of course to give space for the Rainforest Alliance logotype!

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So what did we learn from this comparison? Mainly three things:

  1. Increase shelf impact as much as you can.
  2. Speak the language of the target audience.
  3. Make the denomination of the product as clear as possible – in this case the consumer is looking for “Caffè latte”. I often repeat: “Consumers drink products, not logotypes”!

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PS: Comparing the two corrugated display trays, the Emmi product is even more convincing! You can read about POS material elsewhere on www.packagingsense.com

LW/August 2015

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