Apr 12

Together is more

Posted by Wallentin in Uncategorized

There are many types of promotions, as for instance “3 for 2”, gifts, etc., but one I’d like to promote in this article is what I would call ‘combinations’.

What can you add to make your product more attractive? I have chosen two examples, but I’m sure you can find other, maybe even better offers out there in your supermarket.

For a brand manager, it’s a little bit like ‘thinking outside the box’. How can she (yes, today we have mainly female brand managers in FMCG, especially in foods) look around to find another company willing to participate in this game: 1+1=3? This is stimulating, challenging and fun, as the new pack design must preferably give equal visibility to both items without overloading the pack.

The mistake most brand managers do is to repeat branding two or even three times (Parmigiano Reggiano) instead of highlighting the new benefit.

The Wyssmüller kit design is not much better so here, again, great progress can be made if you follow my basic advice “Do it BIG or stay in bed”, i.e. amplify the one or two words that sell the concept/combination.

We still have a lot to learn in pack design communication!

 

LW/April 2017

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